Agents are still valued amongst travellers, according to new research that found traditional channels of booking are still popular in Australia along with online research.
A TNS Domesticate study unveiled this week revealed that while Australian holiday-makers are becoming more self-sufficient, travel agents are still being called upon to make bookings.
TNS Travel and Leisure director Jo Farquhar said the traditional form of booking was particularly popular for international trips, however, travellers are coming in prepared with pre-researched material.
For years the industry around the globe has been talking about the demise of travel agents but it hasnt happened and they are still valued as people, she explained.
Particularly for Australians where overseas travel is a large market and particularly if it is something they havent done before.
Although unlike the past, she said travellers are now empowered and walking into agencies with information collected online and on the television.
Among the types of research still popular with travellers are reviews, however, this year more consumers are actively publishing their thoughts and criticisms on acquired products.
One of the real changes amongst Australians was the growing number of people not just reading posts and looking but also commenting and not being afraid to leave their own comments, Ms Farquhar said.
That is a great opportunity for organisations and products.
According to the research, over half of Australians own a smart phone, 46 percent have accessed the internet over their phone over the past week and only seven percent say they do not take their mobile on holidays with them.
The TNS study also found that technology has played a role in making travel more spontaneous for Australians.
Check e-Travel Blackboard on Monday for more information.
Source = e-Travel Blackboard: N.J