ASTA Releases Supplier-Travel Agent Marketing Report

American Society of Travel Agents (ASTA) released its fifth Supplier-Travel Agent Marketing Report
ASTA // © 2011 ASTA
ASTA // © 2011 ASTA

American Society of Travel Agents (ASTA) released its fifth Supplier-Travel Agent Marketing Report, providing trend data on supplier relationships and travel agency booking channels by market segment. Among the key findings was the fact that, while travel agents' use of preferred suppliers has increased since 2006, their participation in consortia has decreased, down from 85 percent in 2006 to 78 percent in 2010. The study also found that, when it comes to choosing a supplier, at the point of sale "Reputation/quality of product" was the most important factor (86 percent), followed by preferred supplier relationship (70 percent).

The report concluded that a strong relationship between suppliers and travel agents is imperative if both sides want to increase the amount of business they generate. Ninety-six percent of agents who engage in a preferred supplier relationship do so based on the supplier's reputation and quality of its product. The conclusion can be drawn that suppliers that provide quality products and education have a greater chance of increasing their business opportunities with travel agents.

ASTA's Premium Members will receive the full report as part of their membership; agent members will receive a free summary and can purchase the entire report for $99. ASTA member suppliers can purchase the report for $349 and non-members for $549.
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