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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!” - PowerPoint PPT Presentation
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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!”
• Many players will do that, and they will not succeed.
Be realistic about current conditions.
Be honest about yourself.
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.
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
Trend: Package Tours
Increases in: Culinary tours (31%) Historic and heritage tours (23%) Garden tours (20%) Sporting events (34%) Agricultural tours ( 72%)
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
Trend: FIT/ExperientialUSTOA 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.
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.
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.
Now what?
You need to take advantage of technology and educate yourself
on the competition and the possibilities.
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.
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.
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).
Survey Says …Consumers are more willing to pay for a travel agent’s services if they see themselves as getting new suggestions.
79%
85%
81%
78%
86%
77%
88%
83%
87%
45%
39%
22%
34%
33%
27%
30%
44%
34%
40%
37%
27%
33%
35%
34%
29%
32%
42%
18-34 Years
35-54 Years
55+ Years
Male
Female
$0 - $75K
$75K - $100K
$100K - $150K
$150K+
Easier to Research/Book Myself Don't Want to Pay Travel Agent FeesMore Options When I Plan/Book Trips Myself
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.
The main reason consumers opt not
to use a travel agent is the perceived lack of control.
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.
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
Reaching Consumers
TravelS
ense
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 consumersWe learned about new consumers
Out of sight is out of mindTravel agents give you access to: church groups
bands
youth travel
ethnic groups
sports fans
adventure enthusiasts
senior groups
family reunions
Travel agents Your friends Great supporters of Jamaica Waiting to do their part Plenty of experience
Travel agents mean business!
Without an ASTA travel agent, you’re on your own.
Thank You!