Travel Agents

STUDY: Agents are more likely to be purpose-led than any other industry

New research has revealed that travel agents around the world are more likely to be purpose-oriented compared with other industries.

The research, released by G Adventures, revealed 71 per cent of agents are purpose-led, which is significantly higher than the 64 per cent benchmark, and it’s higher still for agents who identify as adventure specialists with the figure rising to 80 per cent.

The research also found travel agents are 34 per cent more likely to be promoters of their employers than those in other industries, with the number jumping another 11 per cent for adventure specialists.

The results come from the premiere ‘Travel Agent Purpose Survey’ which was unveiled at G Adventures’ first global purpose-led conference for travel agents, Change Makers, which took place in Peru from 2-9 of June.

David Green, vice president of commercial at G Adventures, says the research is encouraging as the company shifts its focus from ‘trips sold’ to ‘lives changed’.

“In 2013 we renamed our sales managers ‘global purpose specialists’ to emphasise the importance of purpose in the selling process, as opposed to just being focussed on profit,” Green said.

“We want our agents to remember why they love working in travel, and why it’s rewarding to send their customers on a life-changing G Adventures tour.

“Travel agents have been a part of G Adventures’ lifeblood since our inception, and it is part of our job to ensure they are educated on how the trips we sell give back to the world around them.”

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