US travel agents using web 2.0 for promotion and brand-building
Jan 4, 2012
comments powered by Disqus
A report in the US has indicated that a substantial number of travel agents are using elements of web 2.0 to enhance their networking and marketing efforts.
According to the American Society of Travel Agents’ (ASTA) exclusive 2011 Technology and Web Usage Report, most agents are using web 2.0 for promotion and brand-building rather than as a revenue or lead generator.
Key findings:
• The percentage of agencies that book directly on supplier websites peaked in 2007 (93 percent) and 2008 (94 percent) and has declined slightly since to 77 percent today.
• The percentage of agencies with a website plateaued in 2008 at between 75 percent and 78 percent. Today, it stands at 77 percent.
• The percentage of revenue agencies receive strictly from online tools remains at 7 percent.
• Approximately 66 percent of agencies use web 2.0 techniques for networking and marketing.
• Awareness, promotion, and advertising are seen as the social media goals by about half of those agencies surveyed.
• Only 39 percent of agencies have CRM software. The largest technical issues facing agencies are keeping up with technology changes and justifying the return on technology investment.
• 2011 saw a very large increase in agencies providing mobile access to itineraries for their clients from 20 percent in 2010 to 65 percent in 2011.
Last month, a study initiated by Amadeus in the UK indicated that 40 percent of travel agencies are yet to integrate social media into their working practices.
It was found that 52 percent of those surveyed said that they had dealt with customers who had obtained travel advice through social media before consulting a travel agency. Also, 67 percent of respondents stated they would make use of social media to inform their own choice of hotel and travel provider. However, company-managed aspects of social media were uniformly praised. Sixty-four percent stated that social media channels are employed within their company to engage with existing customers. In all, 60 percent of agencies are using social media to generate new business.
Many agents are still skeptical of the validity of information obtained from social media sites, according to Amadeus.