THE DATA ON TRAV- EL agents featured in the 2009 Travel Week- ly Travel Industr y Survey were based on the responses of 1,543 agents who participat- ed in an online survey conducted in July and August. This sample size
provides for statistical reliability
typically measuring in the 3% to
4% range. (Chart figures have been
rounded.) A third of the agents participating in this year’s survey are
home-based; 41% work for traditional brick-and mortar agencies
operating at a single location; 14%
are employed in branch offices, 8%
in headquarters offices of multi-branch chains; and 3% described
themselves as “other.”
Respondents in traditional agencies have been in the field for an average of 21 years, while at-home agents
have been working in the industry for
an average of 14.
The psychographic categories are
based on responses to 14 questions
that sought agents’ views and perspectives on being a travel agent.
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The two ASTA surveys were conducted among members of the ASTA
Research Family, a representative sample of ASTA member travel agency
owners and managers. The GDS survey data were collected online in May
with 400 of the 525 family members
participating. This reply level indicates a minimum of 95% confidence
with an error rate of +/- 4.5%.
The data on technology and Web
usage were collected online in April
2009 from 407 participants, also in-
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