Good news for travel agents: product knowledge is beginning to top price when it comes to what consumers value about working with a travel professional.
That’s from Ensemble Travel Group’s first Ensemble Agents Make A Difference Survey, which polled 2,000 of the organization’s members in the United States and Canada. The survey findings indicate that travel agents’ expertise and know-how far outweigh price when asked what skills and services their customers appreciate most, specifically*:
- 65 percent Product knowledge (i.e., differences between cruise lines, hotels)
- 53 percent Destination knowledge
- 30 percent Help in emergency situations
- 26 percent Special deals/amenities (i.e., upgrades)
- 22 percent Time savings
- 11 percent Price
“To have price come in dead last tells us we’ve turned the corner when it comes consumer awareness of the real value a travel professional makes in creating extraordinary vacations. The days of ‘Can you get me the best deal?’ are gone – and hopefully for good,” said Carl Schmitt, VP – head of marketing for Ensemble Travel Group, in a written statement.
In other survey activity, assistance with air travel was the most called upon service during a trip, specifically*:
- 67 percent Air
- 48 percent Tour/land
- 32 percent Hotel
- 25 percent Cruise
- 6 percent Car rental/rail
The survey results also indicate a banner season ahead when compared to the same three-month period last year, specifically: 17% Up Significantly (more than 25%); 39% Up (5-24%); 34% Same; 9% Down (5-24%), and 1% Down Significantly (more than 25%).
And what generation/demographic is the most appreciative of agents' expertise? Results show Baby Boomers topped the charts at 78 percent, followed by a distant second of Generation X at 17 percent and Millennials at 5 percent.
Also as part of the survey, Ensemble members were asked to submit top customer service stories for a chance to win a free registration to the 2018 Ensemble Travel Group International Conference and a voucher from Delta toward air travel to the event, which will take place October 24 - 28 at the Grand Hyatt Baha Mar in Nassau, the Bahamas. Winners were: Marc Hayes of Custom Cruises, Ormond Beach, FL; Veronica Kastukevich of Custom Travel, Wallingford, CT; Shelley Ewing of Tier One Travel Inc., Calgary, AB; and Philip Beck of Personal Travel Management, Burnaby, BC. The contest was part of the organization’s 50th anniversary activities, which will be celebrated at the annual gathering.
The Ensemble Members Make A Difference Survey was conducted in May..
*Respondents could choose two skills/services
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