Despite inroads made by the Internet and GDS's, the telephone remains the single most important method of booking tours, according to a recent USTOA survey. The survey, which also found that GDS's and Internet access are available in most agencies, also polled agents about their attitudes toward USTOA.
Survey findings, based on 1,049 responses from 49 states, revealed the following:
Technology
- 75% of agencies have CD-ROM access
- 89% of agents have Internet access
- Only 10% have no Internet access at work or at home
- America Online is the leading single service provider for agencies, with more than 1/3 of agencies subscribing
- 46% of agencies subscribe to small or local ISP's
Use
- 82% of agencies regularly or frequently use the Internet for E-mail
- 67% of agencies regularly or frequently use the Internet to research information
However, when it comes to actual bookings, the telephone remains the most popular method used by almost all agencies. When compared to phone bookings, GDS's placed a distant second. Faxes and the Internet were used to a much smaller extent. Agencies using the Internet for bookings reported doing so primarily for FIT's, with few agents reporting regular use of the Internet as a booking vehicle.
BOOKING METHODS
Phone
- 56% of agencies book more than 3/4 of all tours by telephone.
- 71% of agencies book more than 3/4 of all cruises by telephone.
- 49% of agencies book more than 3/4 of all FIT bookings by telephone.
GDS
- Close to 70% of agents use GDS's to book tours in general, while just over 50% use GDS's for cruise or FIT bookings. However, most of these agencies book less than 1/4 of their tour, cruise, and FIT business this way.
- 12% to 16% do over half of their tour, cruise, and FIT bookings on the GDS.
Internet
- 92% of agencies reported never booking cruises or air, and 88% never book tours on the Internet
USTOA Name Recognition
The survey also polled respondents about their familiarity with USTOA. According to survey responses, nearly all agencies are familiar with USTOA, and the vast majority believe that USTOA membership is important when selecting a tour operator. Agents reported that financial stability was the most important benefit of selecting USTOA member operators.
Unsolicited testimonials recorded on the surveys underscore this agent concern. Comments like "If you have ever lost $7,000 to a non-USTOA member-- you don't forget!" and, "I book everything with companies associated with USTOA, it's more reliable," reflect many agents' faith in the reliability of USTOA members.
Specifically, the survey found that:
- 97% of travel agencies are at least slightly familiar with USTOA
- 51% of all travel agencies are very or extremely familiar with USTOA
- 95% of travel agencies think membership in USTOA is important when choosing a tour operator
- 61% of travel agencies viewed USTOA membership as very or extremely important
- 72% of agencies reported that financial stability is the most important benefit of booking a client with a USTOA member tour operator.
The survey was undertaken in preparation for the launch of USTOA's upcoming Package Power software, which will enable agents to search for, as well as book, tours and packages from the offerings of USTOA's Active Members. USTOA President Bob Whitley notes that, "The survey confirms that agents have both access to the necessary technology and faith in the integrity of the Association's members. This reinforces our commitment to producing an interactive software product to help agents find the best tours and vacation packages for their clients." USTOA expects to launch the software later this summer.
For a listing of USTOA Active Member companies, as well as a free copy of USTOA's "Travel Agent Kit," contact USTOA, 342 Madison Ave., Suite 1522. New York, NY 10173; or phone 1-800-GO-USTOA (468-7862); or E-mail USTOA@aol.com. Information on USTOA member companies as well as the destinations they serve is available on the Internet at http://www.ustoa.com
Public Relations Contact:
Linda Kundell Communications
(212) 877-2798, (212) 877-3387 fax
(For all other inquiries about USTOA, please contact USTOA.)
