What: Human Travel Advisors Win Out Over Online Travel Agencies (OTAs)
Nearly 80% of consumers prefer working with a human when it comes to planning an important trip, according to new research from Internova Travel Group. Perhaps most surprisingly, the travelers most interested in booking with an agent skew younger: Of the survey respondents in Generation Z, 52% say they would consider booking a trip with an advisor, and 45% are “likely” or “very likely” to book their next experience with one.
The rate drops slightly for millennials (with 50% considering booking with an advisor in the future and 39% likely to book their next trip with one) and Generation X (39% and 38%, respectively).
Why It Matters: If Agents Need Another Vote of Confidence, This Is It
In the wake of the COVID-19 pandemic, a growing number of U.S. travelers are realizing the importance of having a travel advocate on their side during a trip, especially as entry protocols and quarantine/testing requirements continue to change at the drop of a hat.
This survey is just one of many that proves a human connection is unmatchable when it comes to travel — and much more powerful than any artificial intelligence-powered algorithm.
Fast Facts
- Internova Travel Group has 62,000 travel advisor members.
- The study was conducted from June 3-7, 2021.
- The survey found that of those surveyed who are 57 years old or older, only 22% had never booked with a travel advisor in the past.
What They Are Saying: The Travel Preferences of Generation Z Are Surprising
Many expect the younger generations, especially the digitally native Gen Z, would prefer to book trips online themselves,” said J.D. O’Hara, CEO of Internova Travel Group. “However, that’s not the case, as we are seeing more and more people seeking the guidance of a travel advisor in these very different travel times.”
The Details
Internova Travel Group
