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FOR THE OPENING
presentation of travel industry data, a number of
changes were made to the
questionnaire and the research procedures to update the project, simplify
the questions presented to
agents, add topics of current interest and increase
the sample size to add more
stability to the results.
The method of research was an online questionnaire with an invitation
sent to Travel Weekly and TravelAge
West subscriber lists inviting them to
participate in the research project.
A total of 1,735 usable questionnaires were returned, of which 1,674
arrived in time to be included in the
data analysis for this report. This sample size is much larger than previous
studies and allows for analyses of different segments and subgroups with
statistical reliability typically measuring in the 3% to 4% range.
The data results were separated into
a number of categories such as revenue, census regions, number of years
of experience as an agent, sex, and
The psychographic segments are
based on a set of 14 questions that focused on agent views on issues affecting travel agents today. The questions
asked agents to indicate the degree to
which they agree or disagree with various statements about their perspectives on operating as travel agents in
today’s business environment.
The GDS report is based on 329
responses, indicating a 5.1% margin
The report on technology and Web
usage is based on 318 completed responses, yielding a 5.2% margin of
The NACTA report is based on responses from 627 NACTA members,
yielding an error rate of +/- 3.3%.
ASTA’s research reports, with expanded content, are available for sale
Factor analysis was used to separate
the results into different psychographic groups.
Its purpose is to add perspective
from travel suppliers about directions
and trends in travel as seen by these
executives, including topics and issues
that might impact travel agents.
The research method employed telephone interviews with senior marketing executives at the travel suppliers.
Of the 34 companies contacted, a
total of 20 interviews were completed, divided as follows: five airlines,
three cruise lines, four hotel companies, three car rental firms, five tour
The 20 interviews represent a representative sampling of travel suppliers,
with most of the companies among
the largest in their segments and the
executives being the top marketing
officials, and in some cases CEOs, of
To supplement the data gathered
from travel agents, a survey was conducted among travel providers representing airlines, cruise lines, hotels,
car rental firms and tour operators.
The ASTA survey data was collected
online this summer among ASTA’s Research Family, a representative sample
of ASTA member agents.
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