MMGY research over the past three or four years, and this year in particular, shows a huge jump - a 50% increase - in the number of travelers who plan to use a travel agent.
And it seems to me that agencies could be even more successful if they had a stronger voice in the marketplace, if they could demonstrate to consumers what an agency can do for them.
“The travel agency space is there for the owning. I believe there’s an opportunity for whatever brand to become THE brand in travel. No one has done it yet. It’s an expensive proposition, but there’s a chance for a really big payoff,” says Steve Cohen, VP of insights at MMGY.
TMR’s conversation with Cohen this week came as the result of a new white paper released by MMGY, the travel-industry marketing and research firm that produces the voluminous Portrait of American Travelers survey. It then releases the data in five parts; the latest release, part two, came out yesterday.
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