Travel Agencies to Increase Personal Service, Niche Marketing

As travelers have more access to information, they may be apt to demand more from travel agents. They may also be tempted to expand their travel to more adventurous destinations. These were key findings in the most recent survey from Amadeus. The research concern also predicted an increase in international travel for both business and pleasure as the economy becomes more globalized.

Where do all of these changes leave travel professionals? Most believe that they need to adjust the scope of their services. Over 79% of surveyed professionals agree that providing service after a trip is booked will general additional revenue.

Travel professionals also believe they need to improve online brand loyalty. Survey respondents indicate they’ll be working toward the following goals:

  • Improved user experience 73%
  • Personalized web content 43%
  • Improved value for money 40%
  • Position products at niche groups 40%
  • Support multiple platforms include mobile 30%
  • Incorporate user-​generated content 30%

The Amadeus survey also reveals that the power of the Internet has allowed travel professionals to advertise more specialized services to smaller groups of potential consumers. Online agencies, in particular, reported that “80% of products account for 80% of their revenue.” This niche market angle may continue to grow as operators see promise in the following smaller markets:

  • Adventure travel 83%
  • Religious travel 55%
  • Weddings 45%

Look for travel professionals to adjust their offerings and their marketing angles in 2010 as they respond to the major shifts that have occurred in their industry.

[Source: Amateur-​Expert Traveller, Amadeus, Fall 2009] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.