NEW YORK -- Many people are purchasing trips through on-line travel
sites, but a comparable number or more are merely doing research
there and then turning to brick-and-mortar travel agencies for
bookings, according to a survey of on-line users.
As it happens, some 62% of visitors to on-line travel sites want
to be provided with the names of local travel agents.
These are just two of the findings -- positive ones for
traditional travel agencies -- in the survey done by NetSmartAmerica.com, which researches consumer
behavior and motivations for the Internet industry.
"Travel agents play a major role in an industry that can't be
replaced by machines," said Bernadette Tracy, chief executive
officer of NetSmartAmerica, based here.
The report, "NetSmart V," was based on a June nationwide
telephone survey of 1,000 Internet users ages 21 to 65 who spend at
least an hour per week on line, excluding e-mail.
In addition, focus group research was conducted prior to the
survey in Illinois and New Jersey.
The survey found that 72% of the people who surf travel Web
sites make purchases -- but not necessarily on line. Half of the
respondents do indeed book on line, but 43% make purchases through
a travel agent and 7% make the transaction directly through the
airlines.
The major reason consumers turn to travel agents instead of
on-line agencies is that travelers fear arriving at the airport and
finding there is no confirmed reservation because of a computer
glitch or booking error, the survey found.
The reservations problem is exacerbated because often there is
no one to talk to at the Web site about the problem, said Tracy,
who did consulting in the travel industry for 20 years.
"Expedia and Travelocity don't provide the trust and confidence
that travel agents have built with loyal clients through the
years," she said.
In both the focus groups and survey, the majority of respondents
indicated they want the travel sites to give them contact
information for agencies in the surfers' ZIP codes.
Tracy said she sees opportunities for agencies if they can
convince industry Web sites to furnish links.
"Travel agents need to talk to hotels and airlines in terms of
links to local agencies," she said. "Travel agents must band
together. If you provide us with a link, we will not try to build
away from your airline or hotel."
The survey also found that the growth of wireless devices is
greatly impacting the travel industry. Many on-line travel sites
and industry groups are providing travel content, from flight
status to destination reviews, via wireless applications.
About 68% of travel Web site visitors own wireless devices, the
survey found, and of these wireless device owners, 27% use them for
travel updates.
Tracy said she believes agents need to market themselves as
being especially responsive to wireless users. If wireless users
learn their flights are delayed or cancelled, "a real, live human
being will be at the travel agency to solve their problems," she
added.
The survey found that 90% of visitors to travel Web sites exit
them in frustration. Among the criticisms cited were poor
navigation, inability to find pertinent information, confusing home
pages, self-serving content and a lack of customer service.
Sites should find better ways to target women because many are
both business travelers and family vacation planners, the survey
found.