Ensemble Survey Finds Consumers Value Travel Agent Expertise

A new consumer survey from Ensemble Travel Group revealed positive findings for the travel agent community.

Most significantly, it found that consumers aren’t driven solely by price. Survey results from almost 2,000 Ensemble members showed a shift in the reasons consumers value their relationship with travel agents.

In its first-ever Ensemble Agents Make a Difference Survey, the consortia found that expertise and know-how outweighed price when it came to the value a travel expert could provide.

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“To have price come in dead last tells us we’ve turned the corner when it comes consumer awareness of the real value a travel professional makes in creating extraordinary vacations. The days of ‘Can you get me the best deal?’ are gone – and hopefully for good,” said Carl Schmitt, vice president, head of marketing for Ensemble Travel Group.

The number-one most valuable service agents provided, according to the survey results, was product knowledge, at 65 percent.

The number-two skill agents provide clients was destination knowledge with 53 percent of respondents indicating that was of great importance to their customers.

Thirty percent indicated clients valued help in emergency situations most, and 26 percent indicated it was the ability to provide special deals, amenities or upgrades. Twenty-two percent said it was the time savings that they provide and, last, 11 percent said it was the price.

“With product and destination knowledge appreciated by clients, not to mention a strong summer in full swing, there’s never been a better time to be a travel professional and a member of our thriving organization,” said Schmitt.

Ensemble members’ customer service skills will certainly be tested this summer as survey results also indicate a busy season ahead when compared to the same three-month period last year. Seventeen percent of Ensemble agents reported that business was “up significantly; 39 percent said business was up; 34 percent noted it was the same; 9 percent said business was down, and just 1 percent said that business was “down significantly.”