When, in 2018, the American Society of Travel Agents rebranded and
encouraged the use of the term “travel advisor” something wonderful
happened.
New data from the American Society of Travel Advisors (ASTA) shows
travellers are increasingly looking to travel advisors to book their
next trip, with 27% of member advisors saying that more than half of
their clients are working with a travel advisor for the first time.
The new title emphasises the professional service element of the profession over a transactional relationship, ASTA says.
Now, data shows that the name change is resonating with travel
consumers, with more than 50% of advisors reporting that their clients
are more likely to pay professional fees and over half of advisors
charge those fees based on research, consultation, planning, ticketing,
or flat fees.
Most of those advisors who charge fees charge between US$100-U$300.
And there’s more – 81% of travel advisors have reported an increase in sales from last year.
In addition, over two-thirds of advisors are saying their clients are
more likely to travel to an international destination than last year,
while 43% say that their clients are more likely to travel to an exotic
or “bucket-list” destination. Cue Phuket, Penang and Bali.
“These numbers are positive and bear out what we hear from our
members almost every single day,” said Zane Kerby, president and CEO of
the American Society of Travel Advisors.
“Business is booming, and travel advisors continue to be a vital part
of the travel industry. Advisors continue to bring their clients
elevated experiences, peace of mind and unmatched customer service.
Those will never go out of style.”
Other Key Findings from ASTA:
- Sales for ocean cruising are on a positive trajectory, showing
promising growth into 2024. 90% of travel advisors sell ocean cruises.
And of those travel advisors, 70% have ocean cruise bookings well into
2024.
- 46.7% of travel advisors have clients booked on river cruises in 2024.
- 86.8% of travel advisors fear flight delays and cancellations will
affect client’s travel plans, more so than inflation and the rise of
cost to travel.