Jamie Biesiada
Why do consumers work with travel advisors?
There are probably as many answers to that question as there are consumers, but travel research and marketing firm MMGY Global's most recent Portrait of American Travelers survey helps identify some common themes.
The annual portrait surveys American travelers -- defined as U.S. adults who have taken at least one overnight trip 75 miles or more from home in the previous 12 months and have a household income of $50,000 or more -- and tracks trends, intent to travel and more. It's in its 29th year.
According to this year's survey, 16% of respondents used an advisor for at least one vacation in the past year, and 19% plan to use one in the next two years.
Of those who have worked with an agent in the past year or plan to do so in the next two, most said they work with them for their knowledge of destinations and their ability to provide an extra level of service when things go wrong (85% of respondents identified each of those reasons). A close third was the ability to take the hassle out of booking travel (84%). Rounding out the top five at 81% each were knowledge of travel service providers within the destination and recommendations that assure high-quality travel experiences.
In order, the remainder of the reasons respondents said they work with agents: When I have a complicated itinerary, my travel agent makes it work for me (76%); traditional travel agents can get me access to experiences I can't get on my own (74%); better prices for the total vacation (72%); an understanding of what's hot/new (69%); researching travel takes too much time, so my travel agent takes care of it for me (65%); and longstanding relationship with a traditional travel agent (60%).
Agents are clearly valued by consumers for their knowledge and ability to help travelers get the most out of their vacations. Customer service was also an important factor.
That echoes the findings of a Phocuswright report, "U.S. Travel Agency Distribution Landscape 2016-2021," in which travel advisors were asked why clients book with them.
Among home-based agents, customer service was the most popular response, followed fairly closely by personal relationships and expertise (among agents in leisure retail storefronts, expertise ranked a bit higher than personal relationships, but customer service was still No. 1).
The idea that consumers turn to travel advisors for things like making the right decisions and getting the most out of their travel experience is a good thing.
Chris Davidson, executive vice president of research and insight and head of MMGY research arm MMGY Travel Intelligence, said this year's portrait also revealed consumers are shifting to wanting more local, authentic experiences.
Considering advisors are planning exactly that for consumers, Davidson predicted travel agent usage will only increase going forward.