1. The New Face of the Travel Agent
Bill Maloney, CTC, ASTA CEO
Feb. 11, 2009

2. We’re pulling many rabbits out of many hats
Here we go again …
Another crisis.
Another downturn
Another chance to defy gravity
We’re pulling many rabbits out of many hats

3. Post-Everything Time Forget “Duck and Cover!”
Many players will do that, and they will not succeed.
Be realistic about current conditions.
Be honest about yourself.

4. Making Comparisons Why? Because they can.
Consumers will compare your offerings with:
others on this island
those found on other islands
destinations thousands of miles from here
Why? Because they can.

5. Selling Sense
Remember: It is not about price. It’s about selling what consumers want to buy.
What does this mean for you?
Add new products
Partner with new suppliers
Tweak your packages and marketing

6. Trend: Package Tours Increases in: Culinary tours (31%)
Historic and heritage tours (23%)
Garden tours (20%)
Sporting events (34%)
Agricultural tours ( 72%)

7. Trend: Escorted Package Tours
USTOA found:
Escorted tours were greatest growth areas for 38% of membership.
Mexico ranked third in terms of perceived value.
Caribbean compared to Mexico on:
value for the dollar
distance
offerings

8. Trend: FIT/Experiential
USTOA survey also found:
Big growth in FIT
80% reported increased bookings in this area.
Travelers are increasingly asking for experiential vacations.
PGAV survey found:
58% of travel consumers will splurge on the right experience
Travel is always a life enhancing experience. Now, it is an extraordinary value.

9. Trend: Solo Travelers Increased numbers of solo travelers
Tour operators are tailoring products to single travelers.
Solo traveler stats:
Many are not “single.”
Traveling on their own for independence / wish to see something that holds little interest for partner.
Men and women travel alone in equal numbers
Ages vary greatly.

10. Trend: Family/Multigenerational
USTOA found:
Family / intergenerational travel continues to be popular.
Family / intergenerational travel has increased in popularity.
60% of members offer family-friendly tours/packages.
Many tour operators offer family-friendly escorted tours.

11. Now what?
You need to take advantage of technology and educate yourself on the competition and the possibilities.

12. Then … travel agents lost their monopoly.
The End of a Monopoly
20 years ago: travel agents had a information monopoly.
15 years ago: e-tickets didn’t exist.
10 years ago: Internet used only by scientists/educators.
Then … travel agents lost their monopoly.

13. Forging Ahead Travel agents:
Left the commodity game and began to charge service fees
90+% of ASTA members charge fees for at least some services.

14. Survey Says …
Younger and less affluent travelers (< $75,000) valued and used the services of a travel agent as much, if not more, than did affluent travelers (> $150,000).

15. Survey Says …
Consumers are more willing to pay for a travel agent’s services if they see themselves as getting new suggestions.

16. The main reason consumers opt not to use a travel agent is the perceived lack of control.
Graph shows data related to Reasons for Not Using a Travel Agent for Purchasing Airline Tickets. Results proved similar for every travel segment and every demographic.

17. plan another type of trip
The largest percentage of consumers said, even if a fee was involved, they would still use a travel agent to:
purchase a tour
book a cruise
plan another type of trip
Graph shows data related Continued Use of a Travel Agent if Fee is Charged Purchasing a Vacation Package.

18. Agents Online ASTA members: ASTA offers: Semi-monthly Webinars
94% have booked directly on a supplier’s Web site
77% have their own Web site
Using LinkedIn, Facebook, Plaxo and other social sites
ASTA offers:
Semi-monthly Webinars
RSS feeds
E-commerce tools (WebExchange, online Buyer’s Guide)
Podcasts / video tutorials

19. Reaching Consumers
TravelSense
TravelSense.org, ASTA’s consumer Web site, allows visitors to:
read about destinations across the globe
share travel tips and advice
find and contact an ASTA travel agent
We learned new ways to reach consumers
We learned about new consumers

20. Out of sight is out of mind
Travel agents give you access to:
church groups
bands
youth travel
ethnic groups
sports fans
adventure enthusiasts
senior groups
family reunions

21. Travel agents mean business!
Your friends
Great supporters of Jamaica
Waiting to do their part
Plenty of experience
Travel agents mean business!

22. Without an ASTA travel agent, you’re on your own.
Thank You!