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Public don’t trust agents, study reveals
The majority of the public do not believe high street agents offer the expertise they are looking for and only sell pre-arranged packages, according to new research.
Pollsters Populus surveyed a total of almost 13,000 people over a nine-month period and found confidence in retailers was continuing to fall.
Revealing the results at the Institute of Travel & Tourism conference in Barbados, Populus director Michael Simmonds revealed that 52% of people do not believe agents offer enough flexibility and 56% use the internet to book rather than retailers.
When asked about their ideal holiday, 48% said they would prefer a DIY holiday and only 17% opted for a package from a tour operator which included trips. Some 16% wanted a cruise and 15% adventure.
Simmonds said the most important consideration for people when booking a holiday was that the destination was safe. The type of accommodation was the second most important factor, followed by value for money and accessibility to attractions.
“The concern about terrorism since September 11 has fallen but that doesn’t mean operators can forget about safety,” he said.
People who book holidays abroad are less Euro sceptic and more at ease with modern Britain’s diverse mix of races. Some 77% have access to the internet, the research found.
Simmonds concluded his presentation by stating that security and value were important and individuals were becoming more demanding.
“Travel agents are no longer unchallengeable experts,” he said. “People who go abroad have the internet and will use it.”
But in a separate session, Ocean Village Holidays managing director Peter Shanks said it was “rubbish” to talk about the demise of the travel agent.
“High street agents will always be important because people want to talk to someone,” he said.
Report by Jeremy Skidmore
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