Agents failing to understand their customers
Many travel agents and operators are still failing to understand their customers and to find them better holidays, according to a survey by ABTA.
In its latest Consumer Holiday Trends Report, ABTA said that although consumers said booking with a travel professional can save them time, money and effort, fewer people believe they will have a better holiday as a result.
Likewise, fewer people believe a travel agent or operator understands what they like.
Unveiling the report at The Travel Convention in Dubrovnik today, ABTA head of communications Victoria Bacon said the findings show there is still more to be done when it comes to customer insights and relationship management.
"Some are doing it well, but others aren’t. This is still an area of learning for the industry," she said.
Of the 2008 people questioned by the survey, 52% agreed travel staff can save them time, 44% said they can save them money and 55% said they make booking easier.
But only 23% said travel professionals know what they like and only 25% said they have a better holiday when they book through an agent.
They survey found that attitudes to agents was particularly positive among those aged 16-24, with 62% saying they can save them time, 52% saying they can save money and 64% saying they make the booking process easy.
The survey was carried out by tourism and leisure specialists Arkenford relating to booking habits in the year to August 2013.
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
TAP Air Portugal to operate 29 flights due to strike on December 11
Qatar Airways offers flexible payment options for European travellers
Airlines suspend Madagascar services following unrest and army revolt
Air Mauritius reduces frequencies to Europe and Asia for the holiday season
Major rail disruptions around and in Berlin until early 2026