Agents, operators missing religious market
PS to travel agents and tour operators: don’t forget the religious market.
Churches continue to dominate and hold a larger share of that growing market over competing venues such as agents.
The latest Globus Religious Travel Study found that when it comes to potential religious travelers, 47% are likely to book directly through their church. Another 38% booked online, while 35% chose a travel agent. Another 28% booked directly through tour operators.
The survey did not reveal how many churches used agents to book trips, but this is a huge market.
In a survey last year, Globus found that more than 16 million people are now considered potential religious travelers. That is, travelers who are likely to take an international religion-oriented vacation at some time in their lives.
That number was a 4% increase over the 15.7 million people labeled religious travelers in 2007.
The top religious travel destination remains Israel, with 58% of potential religious travelers saying they would be interested in a trip there.
By David Wilkening
David
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