The Travel Agent Customer: Who Uses Travel Agents, Why They Use Them, and What They Buy

Summary

Given the dramatic shift from offline to online booking channels over the past 15 years, the abundance of forecasts anticipating the end of the traditional travel agent comes as no surprise. Still, one third of all travel in 2011 was booked through travel agencies – a sizable chunk of the market. Analysis of typical travel agent customers reveals an attractive demographic of older, higher-spending travelers who desire personal service. This article takes a look at who travel agent customers are, why they use travel agents, and how their travel behavior differs from that of the general U.S. traveler.

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