Continued from Page 8
ed by online travel agencies or other
third parties. That left 17% booked
through other sources, which would
have to include telephone calls to individual suppliers.
A survey conducted in 2008 came
up with similar results, although
in that one the brick-and-mortar
agents share was lower, at 40%.
Among leisure travelers who
booked with a brick-and-mortar
travel agency, the most common
reason for using an agent was the
agent’s expertise or product knowledge, cited by 62%. That was up four
points from the 58% who gave this
reason last year.
But agents made their biggest gain
in another category: price. Thirty-nine percent of the agency clients
said they chose an agent because of
price considerations, up 10 points
from the 29% a year earlier.
Also, 30% of agency clients said
they used agency services because
WHERE AGENCY CLIENTS
SPENT THEIR TRAVEL
DOLLARS IN 2009
Traditional travel agency
Travel supplier's website
(e.g. hotel, airline sites)
(e.g. Orbitz, Expedia)
Home-based travel agent
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they did not feel comfortable booking trips on their own, a rise of five
points from the 25% who said the
same thing in 2008.
Consumers in this year’s Monitor were less likely to say they opted
for an agency’s services based on the
recommendation of a friend: That
portion fell from 34% a year ago to
28% this year.
Consumers also were slightly less
likely to choose a traditional agency
because of convenience, with 51%
citing this reason in 2009, down
from 54% last year.
One factor was essentially unchanged: 45% said they used a travel
agency because they preferred the
personal touch; 44% said the same
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