Study: Sometimes there’s no substitute for a travel agent


  Australians prefer agents over the net to gather information.

More Australian travellers are choosing travel agents in favour of the internet when it comes to gathering information for their international getaway, according to new data.

Roy Morgan Holiday Tracking Survey revealed, 37 percent of Australians taking an overseas holiday used a travel agent to help them choose their destination last year, ahead of the 34 percent using the internet.

Although agent popularity when it comes to planning an overseas trip has slipped since October 2010, when it was at its peak of 40 percent, it remains higher than the 11 percent in March 2011.

Roy Morgan international director of tourism, travel and leisure Janie Ianniello said travel agents are still “the most popular source of information” when it comes to deciding an international destination.

“Although fewer Australians are seeking the expert advice of travel agents when planning their overseas holiday itinerary the majority end up booking with a travel agent, either online, in person or by phone,” she said.

“However, with the increasing penetration of home computers and iPhones, the trend towards using the internet to research and book overseas holidays directly is likely to continue.

“It is important for travel agents and airlines to understand the demographics, attitudes and behavioural profile of their target market, so as to tailor appropriate messages that get them visiting their websites and retail outlets.”

Source = e-Travel Blackboard: N.J.
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