I ran across an extremely well-detailed case study a few weeks ago, The Future of Travel Search conducted by Phocuswright. The study concentrated on discretionary travelers - those who choose a destination that isn't pre-determined, such as visits with friends/family. I decided to compile some of the statistics into an easy to consume piece of content.
The infographic below illustrates what percentage of travelers from the United States, Brazil, U.K., India, and Russia seek a travel agent's advice when deciding on a vacation destination.
Which Travelers Seek Advice From Travel Agents?
It should be noted that this data was gathered at the end of 2012 and markets like Russia have experienced decline. Nevertheless, it's clear that emerging markets haven't fully caught up to the online travel agencies (OTAs) and therefore, seek professional travel advice often.
However, travel agents are on the rise in the U.S. albeit people seeking considerably less advice than other markets. The main reasons are the need for:
- Saving time
- Custom travel experiences
- Peace of mind during travel
On average, it takes a US traveler 21 days to choose a destination. Travel agencies are starting to notice their former clients return due to the displeasure of logistically planning their own trips. I would assume other markets will follow the same path.
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