MMGY Global unveiled its 2015 Portrait of American Travelers (POAT) survey this week with results showing a very optimistic outlook by Americans for travel in the year ahead and beyond.
The study focused on the impact of millennials on the travel market, compared to other generational groups, the decline of online travel agencies in favor of supplier websites in the information and booking process, among other results. But the MMGY Global study also assessed the influence and usage of traditional travel agents by travelers.
According to POAT, one in 10 travelers consider information from traditional travel agents during the ideas and inspiration stage of vacation planning, while more than one in 10 consider this source during the advice and ratings or comparing prices and features stages. During the reservations stage, one in 10 travelers considers information from traditional travel agents.
More than one in 10 travelers used a traditional travel agent for a vacation at least once during the past 12 months for an average of 2.3 trips. This is significantly fewer than the two in 10 that used a traditional travel agent in 2014, but significantly more than the one in 10 who did in 2013.
Among those who used a traditional travel agent, seven in 10 said they were influenced by an agent in their selection of accommodations, destinations or vacation packages. Less than seven in 10 were influenced by a traditional travel agent in their selection of travel insurance.
On the other hand, POAT found that traditional travel agents have more influence in 2015 than in 2013 in all four of these areas of travel decision-making. More than six in 10 of these travelers were influenced in their airline selection. Significantly, roughly six in 10 were influenced in their selection of cruise line, rental car or attraction tickets; all three categories are significantly up from 2013.
In other findings related to traditional travel agents, less than two in 10 travelers intend to use a traditional agent for at least one vacation during the next two years, significantly fewer than the two in 10 with the same intention in 2014. Among those who intend to use a traditional travel agent, three-fourths plan on using agents to book a vacation package, seven in 10 to book accommodations, destinations, cruise lines or airlines. Over half of these travelers intend to use a traditional travel agent to book a rental car.
Among travelers who either used a traditional travel agent during the past 12 months or intend to do so during the next two years, eight in 10 believe traditional travel agents have knowledge of destinations and travel service providers, have the ability to take the hassle out of booking travel or have the ability to provide an extra level of service when things go wrong.
Eight in 10 believe traditional travel agents have the experience to help them book a better trip than they could on their own, significantly more than the three-fourths who felt this way in 2014. Three-fourths of these travelers believe traditional travel agents have recommendations that assure high- quality travel, have greater confidence in the recommendations of traditional agents or believe traditional travel agents provide more control over booking each aspect of the trip.
Use of Agents by Generation: The results get even more interesting when looking at how different generations view traditional travel agents, with millennials surprisingly having a better impression of agents than older generations. Regardless of generation, more than one in 10 travelers consider information from traditional travel agents when looking for travel ideas and inspiration.
Less than two in 10 millennial travelers consider information from traditional travel agents during the advice and ratings stage of vacation planning, significantly more than the one in 10 of Xers or boomers who do. Less than two in 10 millennials consider information from traditional travel agents while comparing prices and features, significantly more than the one in 10 Xers who do. More than one in 10 Xer or boomer travelers consider information from traditional travel agents when making reservations, significantly less than the over one in 10 of millennials who do.
One in 10 boomers also used a traditional travel agent for at least one vacation during the past 12 months, significantly fewer than the quarter of millennials or more than one in 10 of Xers or matures who did. Millennials who used a traditional travel agent did for an average of 2.8 trips, significantly more than the 2.2 of Xers, 1.9 of matures or 1.5 of boomers.
Among travelers who used a traditional travel agent during the past 12 months, significantly more millennials than older generations were influenced by that travel agent in their selection of accommodations, vacation packages, airlines, cruise lines or attraction tickets. Significantly more millennials or Xers were influenced than boomers or matures in the selection of destination, rental car or train.
More than two in 10 mature or millennial travelers plan to use the service of a traditional travel agent for at least one vacation during the next two years, significantly more than the over one in 10 of Xers or boomers. Among travelers who intend to use a traditional travel agent during the next two years, significantly more millennials or Xers than matures plan on booking a vacation package through them.
Significantly more millennials or Xers than boomers or matures are likely book accommodations, an airlines or rental cars through a traditional travel agent. Significantly more of these millennial travelers also intend to book a destination or cruise line through a traditional travel agent.
Among travelers who either used a traditional travel agent during the past 12 months or intend to do so during the next two years, significantly more mature travelers than Xers believe travel agents have knowledge of the destinations and travel service providers. Significantly more boomers than Xers believe traditional travel agents have the ability to take the hassle out of booking travel.
Compared to their younger counterparts, significantly more matures or boomers think traditional travel agents have the ability to provide an extra level of service when things go wrong. Significantly more millennial travelers than older generations believe that traditional travel agents provide better transaction security than the internet, have an understanding of what's hot and new or provide better prices for the total cost of a trip.
Use of Agents by Income: POAT also examined how income affected travel agent usage. Two in 10 travelers with annual household incomes of $250,000 or more consider advice from traditional travel agents during the ideas and inspiration stage of travel planning, significantly more than the one in 10 of their lower-earning counterparts. Less than two in 10 travelers earning $50,000 to $124,999 annually consider information from traditional travel agents during the comparing prices and features stage, significantly more than the one in 10 of those making $125,000 to $249,999.
Three in 10 travelers with annual household incomes of $250,000 or more used a traditional travel agent for at least one vacation during the past 12 months for an average of 3.9 trips, significantly more than the over one in 10 of those in the lower income brackets who used travel agents to plan just over two trips.
Among travelers who used a traditional travel agent during the past 12 months, significantly fewer travelers earning $125,000 to $249,999 annually, compared with those in other income brackets, were influenced in their selection of accommodations, vacation packages, destinations or airlines. Significantly more travelers with annual household incomes of $250,000 or more than those earning less to were influenced in their selection of travel insurance or attraction tickets.
Three in 10 travelers with annual household incomes of $250,000 or more plan to use the service of a traditional travel agent for at least one vacation during the next two years, significantly more than the two in 10 of those earning $125,000 to $249,999 or over one in 10 of those making $50,000 to $124,999.
Regardless of income, around three-fourths of travelers who intend to use a traditional travel agent are likely to use them to book a vacation package or accommodation, while around seven in 10 are likely to use them to book a destination. Significantly more travelers earning $250,000 or more annually, compared to those making $125,000 to $249,999 annually, are likely to book a cruise through a traditional travel agent.
Among travelers who either used a traditional travel agent during the past 12 months or intend to do so during the next two years, significantly more of those with annual household incomes of $250,000 or more are likely than travelers in the lower income brackets to believe traditional travel agents have knowledge of the destinations and travel service providers.
Significantly more travelers earning $125,000 to $249,999 annually, compared to those making $50,000 to $124,999 annually, feel that traditional travel agents have the ability to take the hassle out of booking travel. Significantly more travelers with annual household incomes of $250,000 or more than those earning $50,000 to $124,999 believe traditional travel agents have the experience to help them book a better trip than they could on their own, have greater confidence in the recommendations of traditional agents, think traditional travel agents provide more control over booking each aspect of the trip or believe traditional travel agents have an understanding of what's hot or new. Compared to those in the higher income brackets, significantly fewer travelers earning $50,000 to $124,999 annually believe traditional travel agents have recommendations that assure high-quality travel experiences.
Use of Agents by Affluent Travelers: More than one in 10 affluent travelers consider information from traditional travel agents during the ideas and inspiration or advice and ratings stages of travel planning. One in 10 considers information from traditional travel agents during the comparing prices and features or making reservations stages.
Two in 10 affluent travelers used a traditional travel agent for at least one vacation during the past 12 months for an average of 2.7 trips, significantly fewer than the quarter that used a traditional travel agent in 2014, but significantly higher than the one in ten who did in 2013.
Among those affluent travelers who used a traditional travel agent, less than seven in 10 were influenced by their traditional travel agent in their selection of accommodations, significantly more than the around half who were influenced in 2013 or 2014. More than six in 10 were influenced in their selection of accommodations or vacation packages.
Around six in 10 of these affluent travelers were influenced in their selection of travel insurance, cruise line, airline, attraction tickets or train. Compared to 2013, traditional travel agents had significantly more influence in 2015 over the selection of cruise lines, attraction tickets or train.
Two in 10 affluent travelers intend to use a traditional travel agent for at least one vacation during the next two years, significantly fewer than the quarter with the same intention in 2014, but significantly more than the less than two in 10 that intended to use a traditional travel agent in 2013.
Among affluent travelers who either used a traditional travel agent during the past 12 months or intend to do so during the next two years, over eight in 10 believe traditional travel agents have the ability to take the hassle out of booking travel, have knowledge of destinations and travel service providers or possess the experience to help them book a better trip than they could on their own.
More than eight in 10 believe traditional travel agents have recommendations that assure high-quality travel experiences, significantly more than the seven in 10 who felt this way in 2013 or 2014. Eight in 10 of these affluent travelers believe traditional travel agents have the ability to provide an extra level of service when things go wrong or have greater confidence in the recommendations of traditional agents.
MMGY Global's Portrait of American Travelers surveyed 2,832 U.S. adults who have taken at least one overnight trip of 75 miles or more from home during the previous 12 months, includes over 2,000 households with an annual income between $50,000 and $124,999; over 650 households with an annual income between $125,000 and $249,999; and over 150 households with an annual income of more than $250,000. Data was collected in February 2015. To obtain a copy of the entire 2015 POAT report, click on MMGY Global.
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