Study: Are agents being skipped by consumers?

Couple of tourists consulting a city guide and smartphone gps in the street searching locations
By Alexandra Coulton


TrekkSoft has released a bunch of new insights and data into 2017’s booking trends for this year’s ITB in Berlin, and the results may not be good news for agents.

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The main shocker in the findings was that 82 per cent of tour and activity (T & A) bookings were made on provider websites, with 13 per cent going via agents and the remaining five per cent made at point of sale.

This would suggest many travellers are going directly to the source to book their T & A while on holidays, bypassing agents in the process.

On top of this, OTAs accounts for around four per cent of T & A booking, and Trekksoft predicts OTA’s will continue to grow in popularity doubling by 2020.

Mobile bookings are also on the rise, with nearly half of tour and activity bookings taking place on mobile phones in 2017, almost doubling 2016’s 31 per cent.

Gender and age were also covered in the report, revealing 64 per cent of the bookings surveyed were made by women.

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And 69 per cent of consumers who booked a tour or activity via TrekkSoft were aged 34 or under.

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Other interesting tidbits from the report include the number of days people generally book in advance, which clocked in at 13 days on average, and decreased to five days for mobile bookings and the average number of guests booked per trip, which was 1.57.

What do you think of there results? Get in touch with Travel Weekly Editors here to share your thoughts.

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