As the world is reopening for travel, 79 percent of Americans prefer working with a human being over an online travel agency to plan an important trip, according to a recent survey from Internova Travel Group. The survey also found that younger generations of travelers, more so than other generations, are looking to travel advisors to help them plan their next trips.
Approximately three out of four Americans would prefer to work with a human being over a computer to access travel information that can’t be found online (75 percent), get travel recommendations (71 percent) or request an upgrade on a flight or a welcome amenity at a hotel (73 percent). People also prefer to work with a person to help them find travel discounts (57 percent) and get access to exclusive events and experiences (65 percent).
There were other interesting results across demographics:
- Of the Gen Z respondents, 56 percent noted they have never booked a trip with a travel advisor; however, in the wake of the pandemic, 52 percent would consider booking a trip with a travel advisor in the future. Forty-five percent stated that they are “likely” or “very likely” to book their next travel experience using a travel advisor.
- Among Millennial respondents, 49 percent have never booked with a travel advisor, but 50 percent would consider booking travel with a travel advisor in the future. Thirty-nine percent stated that they are “likely” or “very likely” to book their next travel experience using a travel advisor.
- For Gen X respondents, only 39 percent have never booked with travel advisor, and 39 percent would consider booking with a travel advisor in the future. A similar 38 percent stated that they are “likely” or “very likely” to book their next travel experience using a travel advisor.
- And for respondents ages 57 and up, it’s no surprise that only 22 percent have never booked travel with a travel advisor in the past.
Internova recently launched the “Go Human. Book Human.” campaign to promote the value of a travel advisor as the complexity of travel continues in the wake of the pandemic. At the heart of the campaign is an immersive web experience on BookHuman.Travel that connects consumers directly with travel advisors across the U.S. from Protravel International, Tzell Travel Group and Andrew Harper Travel, the travel brands of Global Travel Collection, the luxury and premium division of Internova.
The nationwide survey was conducted online from June 3 to 7, 2021, among a national sample of 1,190 adults.
Source: Internova Travel Group
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