Travelers continue to see value in agents, according to a recent study by Harris Interactive.
Finding from the June study showed that 7 out of 10 adults are more comfortable booking travel plans through a traditional travel agent.
Agent advantages include the ability to ask questions to better understand a traveler’s needs, said more than half of those surveyed. Willingness to help customize itineraries to best fit traveler needs was also cited by more than half of the respondents.
Almost half also cited finding a comfort level in agents’ ability to book complex itineraries online.
Well over half, or 65%, said travel agents’ advantage was the ability to sit down in person with someone to discuss plans.
“The study confirms that travel agents are still held in high regard by many travelers, due to their personal service, knowledge, flexibility and choice of vacation offers,” said Eileen Kennedy, vice president, marketing, the Americas, Galileo.
The study was commissioned by global distribution system (GDS), a subsidiary of Cendant Corp., Galileo International.
Report by David Wilkening
