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.www.asta.org