The American Society of Travel Advisors (ASTA) is celebrating National Travel Advisor Day alongside Sandals Resorts.
The two organizations joined forces on a research study that gauged travelers' attitudes and behaviors toward travel to provide key insights to advisors wondering what the summer rush will look like.
"Thanks to our partners at Sandals Resorts, this year we have good news to celebrate on National Travel Advisor Day," said Zane Kerby, President & CEO of ASTA. "This research focuses on the changing landscape for travel with an eye towards helping advisors understand the importance of their role as advocates for their clients. The good news for travel advisors is that we're seeing a strong increase in overall demand for travel and as a result - travelers are turning to the experts for advice."
"Travelers are eager to make up for missed moments and get back to the fun of dreaming about and finally, taking their vacations. This research highlights the importance of trusted advice going hand in hand with trusted brands as part of their travel planning journey," said Sandals Resorts Executive Vice President Global Sales & Industry Relationships Gary Sadler. "Expertise matters. We have long celebrated these pros whose guidance makes travel and travelling simply better, especially today."
The research focused on three distinct areas, travel destinations, preferences and using a travel advisor.
Key findings reveal that more than a quarter of travelers (27 percent) always or often used a travel advisor prior to the pandemic. Following the pandemic, however, nearly half of travelers (44 percent) said that they are more likely to use a travel advisor.
The research also found that nearly all travelers (94 percent) who always/often used a travel advisor before the pandemic are likely to use one after the pandemic.
Travelers who used travel advisors before the pandemic were more ready to travel again now that conditions are returning to normal. The survey found that 72 percent of travelers who booked with a travel advisor were ready to hit the road versus 47 percent of non-travel-advisor users.
Other details revealed by the research indicated that travelers who use an advisor are more likely to stay at an all-inclusive resort (33 percent vs. 16 percent), more likely to travel abroad (35 percent vs. 18 percent) and more likely to take a cruise (36 percent vs. 10 percent).
Travel Preferences
There are some distinct differences between travelers who use an advisor and those who do not.
ASTA's research showed that 45 percent of people who always use a travel advisor rank quality time without kids as a top priority compared to 13 percent of non-travel advisor users.
Seventy percent of people who use a travel advisor rank 'having a leisurely dinner' as an important aspect of their next vacation compared to 51 percent of non-travel advisor users.
Among travelers in general, more than half of travelers are ready to travel now (29 percent) or within the next three months (25 percent). By the end of 2021, all but 19 percent of travelers will be ready to travel again the study found.
The study identified several ways travel advisors could move the needle with clients reluctant to book with an advisor, including offering a complimentary room upgrade, including free breakfast and including gratuities, personalized experiences or fine dining opportunities.
Not surprisingly, 55 percent of travelers who have never used a travel advisor are more likely to use one if it means they have access to the travel advisor's special relationships and insider access, according to the research.
Travel Destinations
The ASTA and Sandals research showed a shift in desired destinations.
Interest in travel to Europe and the Caribbean has skyrocketed. The survey found that nearly two-thirds of travelers (62 percent) desire going on vacation in the U.S., nearly half (45 percent) would like to go to Europe, followed by 44 percent wishing to travel to the Caribbean.
This is very different from research before the pandemic, in January of 2020, that found 75 percent of travelers planned to take a trip within the U.S. and 17 percent had Europe on their itinerary.
The research also showed a marked increase in interest in the Caribbean. Forty-four percent of travelers said they wanted to take a trip to the Caribbean this year, an increase of 33 percent from January of last year.
Travelers are also interested in different activities post-pandemic.
The study found that the most desirable activities involve visiting historical places (53 percent), pristine beaches and sunsets (49 percent) or unique dining experiences (47 percent). Only 29 percent say they would like to visit a big city.
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