A new ASTA study finds that vacationers use travel agents
because it takes the stress out of traveling.
In the 2015 Traveler Decision Making study, conducted
by Lodestar Advisory Partners for ASTA and sponsored by Carnival Cruise Lines, 72%
of travel agent customers said they use a travel adviser because it just makes
things easier. And, they plan to use an agent again.
Survey respondents cited agents’
trouble-shooting capabilities, with 69% saying that when something goes wrong,
agents take care of it.
Respondents also said agents
are great for booking special trips (68%), have the knowledge to plan a better
vacation (61%) and get better deals than travelers can find themselves (59%).
Among millennials, 41% used a travel agent in the past 12 months.
"The study found the typical travel agent
customer is younger, more affluent, a racial minority, male, travels frequently
and most often travels alone," ASTA said.
online survey of 3,000 consumers who had taken at least one trip in the last 12
months was conducted Feb. 17-March 2, 2015.
ASTA is holding two webinars for members, May 14 and
June 23, on how they can use the study to improve their messaging and
understand U.S. travelers.