On May 5, this year’s National Travel Advisor Day, agencies and independent travel advisors are waking up to a world of good news: Several cruise lines have relaunched with itineraries outside the U.S.; the EU is poised to welcome vaccinated travelers this summer; and some destinations, including Alaska and the Maldives, are offering COVID-19 vaccines to visitors.
Adding to the good news are the results from the latest travel trends study from the American Society of Travel Advisors (ASTA), in partnership with Sandals Resorts. Completed in celebration of this year’s National Travel Advisor Day, the report shows some promising numbers ahead of what is expected to be a busy summer travel season.
“Thanks to our partners at Sandals Resorts, this year we have good news to celebrate on National Travel Advisor Day,” said Zane Kerby, president and CEO of ASTA. “This research focuses on the changing landscape for travel with an eye toward helping advisors understand the importance of their role as advocates for their clients. The good news for travel advisors is that we’re seeing a strong increase in overall demand for travel and as a result, travelers are turning to the experts for advice.”
According to the study, only 27% of travelers “always” or “often” used a travel advisor prior to the pandemic, and the more trips people took, the more likely they were to use an advisor. With the pandemic especially highlighting the value of working with an expert to navigate the travel world, nearly half of travelers (44%) who rarely or never worked with a travel advisor in the past are now more likely to use one for their post-pandemic travels.
Expertise matters. We have long celebrated these pros whose guidance makes travel and travelling simply better, especially today.
Overall, more than half of travelers are ready to either travel now (29%) or within the next three months (25%). These numbers only increase among those already familiar with working with travel advisors, and at this point, only 19% of travelers say they will still feel uncomfortable with travel by the end of 2021.
Travel survey results show an increased interest in planning trips to Europe.
Credit: Prostock-studio/stock.adobe.comThe study also focused on travelers’ preferences for future trips. For example, 70% of people who use a travel advisor rank ‘having a leisurely dinner’ as an important aspect of their next vacation, while 53% of travelers in general are looking to lounge around in a quiet environment by the pool or beach. After more than a year of dealing with the pandemic, these numbers may point to travelers looking for ways to unwind, unplug and simply relax.
The study also showed an increased interest in overseas destinations. A previous ASTA survey, completed in January 2020, showed that 75% of travelers planned to take a trip within the U.S., while only 17% had European trips on the horizon. Now, nearly two-thirds of travelers (62%) would like to vacation domestically, and nearly half (45%) are dreaming of trips to Europe. Forty-four percent of travelers also want to take a trip to the Caribbean this year, representing a 33% increase from January 2020.
Travelers are eager to make up for missed moments and get back to the fun of dreaming about and finally, taking their vacations.
The data also presents potential growth opportunities for advisors looking to snag business from those who haven’t worked with travel professionals before. Complimentary room upgrades and free breakfasts are important to 55% and 72% of those respondents, respectively, who have never used an advisor. Additionally, insider access and special relationships with suppliers and hotels is a factor that may tip the scales for 55% of travelers who have never worked with a travel advisor.
“Travelers are eager to make up for missed moments and get back to the fun of dreaming about and finally, taking their vacations,” said Gary Sadler, executive vice president of global sales and industry relationships for Sandals Resorts. “This research highlights the importance of trusted advice going hand in hand with trusted brands as part of their travel planning journey. Expertise matters. We have long celebrated these pros whose guidance makes travel and travelling simply better, especially today.”
The Details
American Society of Travel Advisors
Sandals Resorts
