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Agents continue to be pied piper of the business
Travel agent persistence in doing what they do best — being the pied piper of travel — is helping to fuel the pent-up demand in the market, points out Mark Murphy, President and CEO of Performance Media Group.
“Folks who put off a trip last year in order to save some money are now returning to the market, and the results are being seen firsthand in destinations like Las Vegas,” he writes in Travelpulse.
He points out that up to 40 percent of the hotels in Las Vegas are sold by travel agents.
“One thing that agents deliver to these hotels is a much higher yielding client than other channels,” he said. This is a “documented fact” and important to remember as yields start to rise (and agents can sell less bookings for possibly higher commissions).
He urges suppliers to realize that agents deal with potential travel customers first-hand and therefore know what they want.
Most importantly, agents deliver a customer base that spends more and stays longer at a significantly higher yield than any other channel.
“Travel agents also represent a finite audience that is far easier and more cost effective to reach than the end consumer,” he writes.
By David Wilkening
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