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Travel Agents vs. Internet |
| Date Posted: 2009/08/27 |
Over the past decade, more and more consumers are turning to the internet when searching for the best airfares. But are they in fact finding the best deals?
A recent survey by Topaz International suggests not. For the past 8 years, Topaz has been comparing bookings of fares on the internet vs. traditional travel agencies. The results have not varied much over that time and show that in 2008, agent booked fares were equal or lower than internet booked fares 91 percent of the time, with an average agent fare of $497, compared to an average Internet fare of $558, a difference of $61. When you factor in the amount of time it takes a consumer to search, find and book an online fare and what that time is worth to them monetarily, the savings are even greater and certainly justify the $25-$50 service fee most agents are charging these days.
So why do consumers continue to waste their time and money booking airfares online when travel agents will do the job for less? I believe the answer comes down to two things: perception and empowerment. There is a perception on the part of the consumer (largely a result of online agency ad campaigns) that they will get the “best deal” online. Also, the ease of booking a ticket online gives the consumer a sense of empowerment and control over their purchase. However, armed with the information above, a savvy travel agent should be able to convince their client that they, not the internet, are able to provide the best flights at the lowest cost. Case in point – online sites do not advise consumers which airlines charge fees for checking bags. These fees could cost a family of four traveling on vacation hundreds of dollars in additional fees. This is information that you should have at your fingertips as a professional travel counselor and is part of the value proposition you offer your clients.
More information on the research quoted above as well as additional studies can be found on Topaz International’s website: www.etopaz.com.
Publisher with the June 2009 Issue |
Article Reference: Click to visit source website
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