尽管在线推动,消费者仍继续使用旅行社
by理查德·德·安布罗西奥(Richard D’Ambrosio)/While online travel agencies (OTA) and Google dominate Internet travel searches, travel agents have held onto their booking market share, a leading consumer travel survey shows.
When asked if they plan to use a “traditional travel agent” for a vacation in the next two years, 23% of consumers responding toMMGY’s Portrait of the American Traveler 2017 study说是的。这比去年的调查中的25%略有下降,但仍高于2015年的17%。
根据调查的错误范围,结果基本上是平坦的,这一发现类似于美国旅行社学会(ASTA)调查于今年春季发布.
“这是个好消息。我们几乎没有看到过去看到的增长,但代理商的使用保持不变。” MMGY Insights副总裁Steve Cohen说。“旅行公众的愿望是让某人信任,他们更信任人类旅行社。”
Consumers value agents’ know-how
Consumers responding to the MMGY survey said the top three things they value in a travel agent are: agents’ knowledge of destinations and travel service providers; their ability to take the hassle out of booking travel, and agents’ extra service when things go wrong.
Millennials are most likely to use a traditional travel agent, the survey found. One in three (33%) Millennial respondents said they planned to consult a travel agent, followed by Matures (26%), Boomers (18%) and Generation X (17%).
res的pondents who said they were likely to use a travel agent, 83% said they would consult an agent when booking a vacation package or tour, while 73% said they would do so for a cruise or hotel/resort stay.
Agents can combat online competition with personal marketing
在本周的新闻发布会上,科恩指出,Google现在是旅行搜索的第一号在线网站,超过了2017年调查中的Expedia。Google在MMGY的2016年研究中被冠以Travelocity的第二名。
Cohen said he believes travel agents can blunt the impact of OTAs by leveraging their strengths, especially the connections they create with their customers.
“With the importance travelers place on the opinions of friends and family, the opportunity is through referrals,” Cohen said. He recommended that travel agents think about developing programs that provide clients with incentives for referrals.
Cohen noted that 58% of Millennials told MMGY they like using social media to share a record of their travel experiences, while 40% said, “I post my vacation photos on social media to make my friends/family jealous.”
“如果我成功地使用了代理商,则代理商应该激励我在线分享我的积极经验。我是您最好的方法。如果代理商的名称中没有权益,则所有这些电子邮件营销计划使用的所有这些电子邮件营销计划将是失败的。”
Without clients’ social media testimonials, agents “have no more credibility than Google or the OTAs,” Cohen said.
消费者的在线旅行行为
MMGY found that more than half of travelers use search engines when comparing the prices and features of travel service providers, up from 45% in 2016 and 39% in 2015. Also, nearly half of travelers consider search engines when looking for travel advice and ratings, and about four in 10 consider search engine results when looking for ideas and inspiration or making reservations.
Consumers responding to the MMGY survey said the top three things they value in a travel agent are: agents’ knowledge of destinations and travel service providers; their ability to take the hassle out of booking travel, and agents’ extra service when things go wrong.
Millennials are most likely to use a traditional travel agent, the survey found. One in three (33%) Millennial respondents said they planned to consult a travel agent, followed by Matures (26%), Boomers (18%) and Generation X (17%).
res的pondents who said they were likely to use a travel agent, 83% said they would consult an agent when booking a vacation package or tour, while 73% said they would do so for a cruise or hotel/resort stay.
Agents can combat online competition with personal marketing
在本周的新闻发布会上,科恩指出,Google现在是旅行搜索的第一号在线网站,超过了2017年调查中的Expedia。Google在MMGY的2016年研究中被冠以Travelocity的第二名。
Cohen said he believes travel agents can blunt the impact of OTAs by leveraging their strengths, especially the connections they create with their customers.
“With the importance travelers place on the opinions of friends and family, the opportunity is through referrals,” Cohen said. He recommended that travel agents think about developing programs that provide clients with incentives for referrals.
Cohen noted that 58% of Millennials told MMGY they like using social media to share a record of their travel experiences, while 40% said, “I post my vacation photos on social media to make my friends/family jealous.”
“如果我成功地使用了代理商,则代理商应该激励我在线分享我的积极经验。我是您最好的方法。如果代理商的名称中没有权益,则所有这些电子邮件营销计划使用的所有这些电子邮件营销计划将是失败的。”
Without clients’ social media testimonials, agents “have no more credibility than Google or the OTAs,” Cohen said.
消费者的在线旅行行为
MMGY found that more than half of travelers use search engines when comparing the prices and features of travel service providers, up from 45% in 2016 and 39% in 2015. Also, nearly half of travelers consider search engines when looking for travel advice and ratings, and about four in 10 consider search engine results when looking for ideas and inspiration or making reservations.
“From its flights and destinations products to the recently released Google Trips, Google has been very proactive in the travel and tourism sector, and their efforts are clearly paying off in consumer use and perception,” said Craig Compagnone, MMGY Global’s senior vice president of business strategy.
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