A survey conducted in June 2021 by Internova Travel Group of almost 1,200 American adults found that 79%, or four out of five, of Americans prefer working with a travel advisor to plan an important trip rather than doing it themselves using an online travel agency.
The survey also asked Americans about additional things they’d prefer to work with a travel advisor to obtain. Those include:
- 71% prefer to get travel recommendations from a travel advisor
- 73% prefer to request an upgrade on a flight or a welcome amenity at a hotel from a travel advisor
- 57% prefer to work with a person to help them find travel discounts
- 65% prefer to get access to exclusive events and experiences through a travel advisor
There were some stand-out findings based on generations and how they prefer to work with travel advisors.
- 56% of Gen Z respondents 56% said they have never booked a trip with a travel advisor but because of the pandemic, 52% would consider booking a trip with a travel advisor in the future
- 45% stated that they are "likely or very likely" to book their next travel experience using a travel advisor
- 49% of Millennial respondents have never booked with a travel advisor, but 50% would consider booking travel with one in the future
- 39% stated that they are "likely or very likely" to book their next travel experience using a travel advisor
- 39% of Gen X respondents have never booked with travel advisor and 39% would consider booking with a travel advisor in the future
- 38% stated that they are "likely or very likely" to book their next travel experience using a travel advisor
- 22% of respondents ages 57+ have never booked travel with a travel advisor in the past
"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."
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