Twenty percent of new clients book once and never return, according to an ASTA marketing and customer-retention survey.
The survey also found that most agencies generate less than 10 new customer leads a month, with the vast majority of them coming from referrals.
Agencies that consider themselves equally leisure- and corporate-oriented spend more on advertising than agencies that specialize in leisure or corporate bookings, according to the study. The amount spent on client entertainment varied greatly based on company size, but on average most corporate agencies spent about $4,000.
ASTA's premium members receive the full report for free; travel agent members get a free, three-page summary and can purchase the entire report for $150. The cost for ASTA member suppliers is $250 and $450 for nonmembers.
For additional information, contact [email protected] or visit the research page on ASTA.org.