In early 2012 the results of two very influential studies, PhoCusWright's Travel Agency Landscape Survey and Y Partnership's Portrait of an American Traveler, were published. The results confirmed what industry insiders already knew: travel agent revenues, travel agent usage and travel agent influence are all growing. Revenues are climbing from 90 billion in 2010 to a 100 billion dollar market in 2013. Consumers state that travel agents influenced 60% of their travel bookings, overall.
The number one driver of influence, according to travel agents surveyed in the PhoCusWright survey, is Product Knowledge. How are you communicating your brand and products to travel agents in order for them to gain the knowledge that they need to recommend and sell you?
Mark Murphy has recently shot a series of videos discussing specific results in the surveys and how you can apply this knowledge to your trade marketing strategy going forward.