Thursday, 17 September 2009

One out of Four Does not Trust Travel Agents

Every fourth holidaymaker does not trust travel agents, revealed a UK survey commissioned by independent health and safety experts Check Safety First (Source: 2000 consumers who booked a holiday through a travel agency were interviewed and 25% argued the trip was not in the end not as described by the travel agent.
No surprise that hotel and destination review platforms are gaining importance for tourists in travel planning. But does this mean that travel agents ignore review websites as far as their own products are concerned?

As a matter of fact, a majority of customers research online but still buy offline. Since travel reviews obviously have an influence on the decision making, I believe travel agents should transform into information brokers and help and advise their customers with the search for and interpretation of travel reviews. If travel agents do not simply emphasise the "gloss of the brochures" but showing the whole picture by taking into account the subjective reviews of travelers who have been there, then they might re-gain the trust of their customers.

1 comment:

  1. I think, that we as travelagents shall make use of all modern possibilities in order to gather informations for our clients - such as reviews from travellers

    there is still in most cases an information advantage of professionals in the travel business.
    this edge has to be keept.