AGENTS
It is widely presumed that many
travelers arrange simple trips themselves or on the Web and consult
agents when planning more complex trips, such as cruises or escorted
tours.
The data tend to bear that out.
When travelers were asked what kinds
of trips they book online, the most
common answer, conveyed by 54% of
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from 39% a year ago, whereas the
portion booking a bundled travel
package rose three points, from 24%
a year ago. The portion booking an
escorted tour rose two points, from
14% a year ago.
Both years, 19% of leisure travelers said they had booked other kinds
of trips on the Web, as well.
REASONS FOR USING
THE SERVICES OF A
TRADITIONAL AGENT
The travel agent's exper-
tise/product knowledge
Conveniences
Prefer a personal touch
Price
Did not feel comfortable
booking the trip on your own
Recommendation of a friend
Other
2009
62%
51
45
39
30
28
20
respondents, was a trip to visit friends
or family. The least common was an
escorted tour, cited by 16%.
Although two years of data does not
establish a trend, a comparison with
the 2008 data may suggest where the
brick-and-mortar agencies’ opportunities are improving and where they
are not.
This year, 30% of Web bookers said
they had planned a special event — a
wedding, a reunion — on the Web.
The number was 38% a year ago.
However, this year, 37% said they
had booked a cruise online; that share
was only 28% a year ago.
Among Web bookers this year,
35% said they had booked a resort
vacation; 27% said they had booked
a bundled travel package, putting together components like air, car and
hotel; and 16% had booked an escorted package tour.
The portion saying they had
booked a resort vacation on the Web
declined by four points this year,
