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The Travel Market
Travel Agents: Responsible for Driving $130+ billion
If you aren’t aggressively targeting travel agents, you’re missing the most efficient sales and distribution channel for your products.
Travel Agents are your foot soldiers: out on the front line promoting your products and multiplying your sales efforts, while serving existing clients and finding new ones. Travel agents are experiencing resurgence as more and more consumer travelers have rediscovered the expertise, advice, accountability and time savings they offer. See recent articles in the New York Times and CBS News about the resurgence in the use of agents.
Clients Buying through Travel Agents Spend More than Other Travelers:
They book hotel rooms that yield an Average Daily Rate (ADR) that is 36% higher than rooms booked by consumers over the Internet or direct.
On a per trip basis, clients buying through travel agents spend 71% more than non-agent users. Over the course of a year, travel agent clients spend 70% more on leisure travel than consumers who book direct.
Use of Travel Agents is Growing Among Affluent Travelers:
54%used an agent to select a destination.
33%relied on their agent when choosing a cruise line.
30%counted on their travel agent to help select a tour company/vacation. (up from 22%)
Source: YPB&R Portrait of Affluent travelers study 2006 to 2004