Happiness and Travel Agents

There is a recent study conducted in January 2014 by MMGY Global looking into happiness and the usage of travel agents. I’d like to share some of the insights with you.

 Travel Agent Happiness Study Background

  • Respondents have annual income greater than $50,000
  • 8,338 respondents traveled for leisure in past 12 months
  • About 14% used a Travel Agent (“TA” – I like TA as it can stand for “Travel Adviser.”)  Do you know my rant about Travel Agent vs. Travel Adviser?  If not, contact me to hear the difference and what it means to YOU!

 RESULTS for Travel Agent Users

  • On 4 out of 5 metrics used for satisfaction; TA users appear happier with the life than those who did not use TAs.
  • Travelers who also travel more thought trips organized by TA s were more satisfied and TAs provided knowledge and convenience.
  • TAs influence peoples’ airline, hotel/resort and tour choices
  • People use TAs to book cruises as few cruises are actually booked via Online Travel Agencies.

RESULTS for NON Travel Agent Users

  • Majority just did not think of using a TA
  • Those who did think of using a TA wanted to keep their own control and thought they could do a better job
  • More convenient to plan on their own
  • Thought they could get better deals
  • Thought best deals are “online”  (My comment: How do they think TAs research and book?)
  • 41% open to using TAs in the future and 59% NOT open to using a TA in the future.
  • Of those planning to use a TA in the future: 25% are planning to use a TA in the next 12 months.


  • “Family/Friends” is ALWAYS the top travel influencer regardless of TA usage.
  • For business travel, 8% had a better experience when they used a TA.  For business travel, top reason for not using a TA was that they did not think of it.
  • For people who do not use a TA for business travel, they appear to believe they have more control by self-booking.
  • Fewer Millenials used TAs but more Boomers used TAs
  • Online Travel Agencies, “Expe-Orbi-Ocity” are becoming “showrooms” to some degree.  This is akin to shoppers going to big box electronics stores where people look, research, and compare but do NOT actually purchase.

What do you think?  Please share your comments below.




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