Agents key for group travel, study shows

Agents key for group travel, study shows
By admin


Agents who fail to engage consumers from the moment they walk through the door and simply hand over a pile of brochures will lose a stack of business to other booking channels, research commissioned by Travel Indochina has revealed.

The study found that 70% of people considering group travel are “highly likely” to consult and book through a travel agent – but only if the service is up to scratch.

Travel Indochina said the survey of 1000 Australians illustrated that unless group-style holidaymakers get “clear and considered” advice, they will quickly become disillusioned and take their business elsewhere.

“Anecdotally we were told in the consumer forums that handing over a stack of brochures or recommending a generalist wholesaler saw a large number of these prospects turn off the travel agent channel,” Travel Indochina managing director Paul Hole said.

“The clients are seeking clear and considered recommendations from agents when it comes to this type of holiday research. If they are not convinced by the advice, they are much less likely to return to the agent.”

He said it reinforces the need for Travel Indochina to arm consultants with up to date product knowledge and ensure its brand is top-of-mind among agents when clients’ express an interest in group travel.

The study, designed to understand travellers’ purchase habits and motivations, also confirmed that people considering a group tour are far more likely to visit an agent than those seeking a beach holiday.

Hole said seven out of 10 group-style holidaymakers will plan their next break through a travel agent, three times the number wanting a fly and flop break.

It demonstrates “overwhelming confirmation of clear business opportunities for agents”.

“It reinforces the need for travel agents to engage with specialist operators from the initial consultation right through to the booking,” Hole said. “Those who show good product knowledge and destination knowledge will have a distinct advantage and won’t risk losing the client to other channels.”

He added that the research findings further validate the launch last month of its Asia Guru online training program.

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