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The New Face of the Travel Agent

The New Face of the Travel Agent. Bill Maloney, CTC, ASTA CEO Feb. 11, 2009. Here we go again …. Another crisis. Another downturn Another chance to defy gravity We’re pulling many rabbits out of many hats. Post-Everything Time. Forget “Duck and Cover!”  

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The New Face of the Travel Agent

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  1. The New Face of the Travel Agent Bill Maloney, CTC, ASTA CEO Feb. 11, 2009

  2. Here we go again … Another crisis. Another downturn Another chance to defy gravity We’re pulling many rabbits out of many hats

  3. Post-Everything Time • Forget “Duck and Cover!”   • Many players will do that, and they will not succeed. • Be realistic about current conditions. • Be honest about yourself.

  4. Making Comparisons Consumers will compare your offerings with: • others on this island • those found on other islands • destinations thousands of miles from here Why? Because they can.

  5. Selling Sense Remember: It is not about price. It’s about selling what consumers want to buy. What does this mean for you? • Add new products • Partner with new suppliers • Tweak your packages and marketing

  6. Trend: Package Tours Increases in: • Culinary tours (31%) • Historic and heritage tours (23%) • Garden tours (20%) • Sporting events (34%) • Agricultural tours ( 72%)

  7. Trend: Escorted Package Tours USTOA found: • Escorted tours were greatest growth areas for 38% of membership. • Mexico ranked third in terms of perceived value. Caribbean compared to Mexico on: • value for the dollar • distance • offerings

  8. Trend: FIT/Experiential USTOA survey also found: • Big growth in FIT • 80% reported increased bookings in this area. • Travelers are increasingly asking for experiential vacations. PGAV survey found: • 58% of travel consumers will splurge on the right experience Travel is always a life enhancing experience. Now, it is an extraordinary value.

  9. Trend: Solo Travelers • Increased numbers of solo travelers • Tour operators are tailoring products to single travelers. • Solo traveler stats: • Many are not “single.” • Traveling on their own for independence / wish to see something that holds little interest for partner. • Men and women travel alone in equal numbers • Ages vary greatly.

  10. Trend: Family/Multigenerational USTOA found: • Family / intergenerational travel continues to be popular. • Family / intergenerational travel has increased in popularity. • 60% of members offer family-friendly tours/packages. • Many tour operators offer family-friendly escorted tours.

  11. Now what? You need to take advantage of technology and educate yourself on the competition and the possibilities.

  12. The End of a Monopoly • 20 years ago: travel agents had a information monopoly. • 15 years ago: e-tickets didn’t exist. • 10 years ago: Internet used only by scientists/educators. Then … travel agents lost their monopoly.

  13. Forging Ahead Travel agents: • Left the commodity game and began to charge service fees • 90+% of ASTA members charge fees for at least some services.

  14. Survey Says … Younger and less affluent travelers (< $75,000) valued and used the services of a travel agent as much, if not more, than did affluent travelers (> $150,000).

  15. Survey Says … Consumers are more willing to pay for a travel agent’s services if they see themselves as getting new suggestions.

  16. The main reason consumers opt not to use a travel agent is the perceived lack of control. Graph shows data related to Reasons for Not Using a Travel Agent for Purchasing Airline Tickets. Results proved similar for every travel segment and every demographic.

  17. The largest percentage of consumers said, even if a fee was involved, they would still use a travel agent to: • purchase a tour • book a cruise • plan another type of trip Graph shows data related Continued Use of a Travel Agent if Fee is Charged Purchasing a Vacation Package.

  18. Agents Online ASTA members: • 94% have booked directly on a supplier’s Web site • 77% have their own Web site • Using LinkedIn, Facebook, Plaxo and other social sites ASTA offers: • Semi-monthly Webinars • RSS feeds • E-commerce tools (WebExchange, online Buyer’s Guide) • Podcasts / video tutorials

  19. Reaching Consumers TravelSense • TravelSense.org, ASTA’s consumer Web site, allows visitors to: • read about destinations across the globe • share travel tips and advice • find and contact an ASTA travel agent We learned new ways to reach consumers We learned about new consumers

  20. Out of sight is out of mind Travel agents give you access to: • church groups • bands • youth travel • ethnic groups • sports fans • adventure enthusiasts • senior groups • family reunions

  21. Travel agents • Your friends • Great supporters of Jamaica • Waiting to do their part • Plenty of experience Travel agents mean business!

  22. Without an ASTA travel agent, you’re on your own. Thank You!

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