More Consumers Turn to Agents for Summer Vacation Plans

Overwhelmed by the vast quantities of online information, growing numbers of travelers are turning to travel agents to book their summer vacations, according to an American Express survey.

The findings — and others demonstrating the value of travel agents — are from the most recent American Express Spending & Saving Tracker.

According to the survey, 10% of summer travelers will use an agent to plan and book their trips this summer, up from 8% last year. Among the affluent, 14% plan to use an agent for their summer travels, up by 4%.

The outlook for travel this summer is also upbeat, with a significant increase in the number of Americans who plan to take trips of two weeks or longer.

American Express polled 1,505 consumers in April for the survey. That number included 609 affluent respondents, defined as those with a minimum annual income of $100,000.

Encouraging signs for agents
“This survey confirms what we have been seeing for a while now,” said Tony Gonchar, vice president of American Express Travel and former CEO of ASTA.

Gonchar said he was particularly encouraged by the “thriving affluent market.”

“Travelers are looking for more tailored, authentic and experiential travel and are turning to advisors for the highest standard of service, the most value and expert insights into the top under-the-radar destinations, activities and attractions,” he told Travel Market Report.

Information overload
Gonchar noted the survey’s finding that 34% of consumers are overwhelmed by the amount of online travel information and resources.

“There are now so many options and so much information to filter through that consumers are increasingly valuing the destination expertise, service and value that travel advisors provide, particularly for planning and booking a more complex itinerary and those once-in-a-lifetime trips designed exclusively for them.”

DIY travelers
Among survey respondents, 25%, roughly the same percentage as last year, said they’re comfortable booking simple trips themselves, but seek advice from agents for more complex itineraries, unfamiliar destinations and insider tips.

At the same time, more consumers are doing their own bargain-hunting research before connecting with an agent – 27%, up from 25% in 2012.

Strong summer outlook
Overall, the outlook for summer travel this year is robust. More than two-thirds, 69%, of consumers, are planning a trip of two weeks or longer this summer, up from 59% in 2012.

Affluent travelers lead the way with 88% planning a summer vacation, compared to 80% last year.

Everyone is spending more as well. Overall, 31% of travelers, up from 27% last year, plan to spend more than $1,000 per person on summer trips.

Sustained trend
Gonchar believes consumers’ reliance on travel agents for more complex trip planning will continue.

There is also a place for self-booking online, Gonchar said. “We do see travelers wanting a DIY solution for point-to-point, less complex travel. The key is being able to provide customers the option they want when they want it.
 
“Not every trip is the same, and you may find the same traveler wanting to book with an agent who may have just booked online.”