注意旅行社:美国人仍然爱你!
经过詹姆斯·史林格劳(James Shillinglaw)/
MMGY Global在本月初发布的年度“美国旅行者肖像”调查表明,美国人今年和将来都有强烈的愿望。但是,展示的最初结果并未包括任何旅行社使用的措施,尽管从历史上看,这是调查的一部分。
去年的调查显示了一些surprisingly high numbers当Mmgy问千禧一代时,他们是否打算使用旅行社。在今年的调查中,这种趋势持续下去,有27%的千禧一代旅行者说他们在传统旅行社的帮助下进行了假期,而XERS一代为11%,婴儿潮一代的5%和5%的成熟。
当被问及他们利用传统的旅行agent to book at least one vacation over the past 12 months, 34% of Millennials said they had, compared with 16% of Gen Xers, 9% of Boomers and 10% of Matures. Even more interesting, Millennials who used agents averaged 3.5 vacations over the past 12 months, compared with just 2.3 for Gen Xers, 1.7 for Boomers and 1.6 for Matures.
Even better, when asked if they plan to use the services of a traditional travel agent over the next two years, 39% of Millennial travelers surveyed said they would do so, compared with 21% of Gen Xers, 16% of Boomers and 16% of Matures.
Of those Millennials who are planning to use a traditional agent, 82% say they will use them to book a vacation package or tour, 85% say they will book at hotel or resort, 83% said they would book a destination, 83% said they would book an airline, 76% said a cruise line and 74% said a car rental.
千禧一代说,他们计划使用传统代理的原因包括:目的地和旅行服务提供商(83%),在出现问题时提供额外服务水平的能力(84%)beplay银行卡在预订中的麻烦(82%),确保高质量旅行的建议(82%),对预订旅行的各个方面的更多控制权(86%,比Xers Gen,Boomers和Matures高得多),对建议更有信心of traditional agents (85%, much higher than Boomers or Matures), the experience to help me book a better trip than I could on my own (82%), an understanding of what’s hot or new (81%, much higher than Boomers and Matures), and better prices for the total cost of the trip (79%, much higher than Gen Xers, Boomers or Matures).
“Last year it was all about the increase in the use of agents by Millennials,” said Steve Cohen, vice president-insights for MMGY Global. “Now we kind of expect it. Millennials are using agents because they are taking some involved vacations. More of what I hear is they are afraid of being ripped off and there are just too many places to get information.”
实际上,在每个世代相传的群体中,美国旅行者的总体使用旅行社和渴望使用它们的愿望是全面的。MMGY Global调查的2,948名美国人中,约有19%在过去的12个月中使用了至少一个假期的旅行社,平均假期为2.9。这是旅行社用户的百分比高于上一年的任何调查,比去年的16%增长了近20%,假期的平均度比去年的2.3次假期大幅增加。
American travelers who said they used travel agents also said they were strongly influenced by them to select hotels and resorts (83%), vacation packages and tours (79%), airlines (78%), destinations (75%), travel insurance (75%), attractions and events (74%), car rentals (69%), cruises (66%), and trains (57%).
Some of these percentages, especially cruises, might seem low, but Cohen said that is because fewer people overall take cruises than fly, stay in a hotel or rent a car. More importantly, he said, the percentages for booking all travel products through travel agents have been going up steadily for the past few years.
Even better, 25% of respondents said they plan to use the services of a traditional travel agent for a vacation during the next two years. That’s up 47% from last year, when only 17% said they were likely to use an agent. Of those, 80% are likely to use a traditional agent to book vacation packages, 76% to book tours hotel or resort, 75% for destinations, 74% for airlines, 69% for cruise lines and 59% for car rentals.
当被问及他们的工作的原因traditional travel agent over an online travel agency, American travelers cited knowledge of destinations and travel service providers (86%), the ability of provide an extra level of service when things go wrong (85%), the ability to take the hassle out of booking travel (85%), recommendations that assure high quality travel (82%), more control over booking each aspect of the trip (81%), greater confidence in the recommendations a traditional travel agents (79%), the experience to help me book a better trip than I could on my own (78%), an understanding of what’s hot or new (72%), better prices for the total cost of the trip (72%), longstanding relationship with my traditional travel agent (70%), and better security over the transaction than the Internet (69%).
When surveying all American travelers on sources considered during the stages of vacation planning, MMGY Global found traditional travel agents are far down on the list of influences for those seeking “ideas and inspiration.” Indeed, agents come in 22nd在朋友和家人(51%),互联网搜索引擎结果(36%),杂志文章(36%),印刷访客指南(36%),电视广告(35%),在线访问者指南(35%)之后(35%)之后和其他15个影响力。相比之下,代理商被22%的美国旅行者受访者引用。
Travel agents did better in the “advice and ratings” stage of vacation planning, with 18% of American travelers saying they consider agents as a source, following 11 other sources, including friends and family (39%), travel review websites (39%), Internet search engine results (37%), online travel agencies (27 percent) and six others.
In the “compare features and prices” stage of vacation planning, traditional agents came in 13Th, with 19% of American travelers saying they turned to them, following such other sources as Internet search engine results (45%), online travel agencies (44%), hotel and resort promotions (42%), airline promotions (38%), travel service provider websites (35%) and seven other sources.
In the “making reservations” stage of vacation planning, however, traditional travel agents came in sixth, with 14% of respondents saying they turn to agents. In reservations, travel agents followed travel service provider websites (32%), online travel agencies (31%), hotel and resort promotions (20%), Internet search engine results (20%) and airline promotions (16%).
科恩说:“我们在代理商上看到的一切都指向积极的方向。”“我们看不到他们在掉落的地方。代理商的使用继续反弹,除非有人提出一种新的方式,否则我不会停止它。”