ASTAThe American Society of Travel Agents (ASTA) today announced a four-part webinar series based on data from the Value of Travel Agents, ASTA’s new consumer study sponsored by Carnival Cruise Lines. This webinar series will
illuminate all aspects of the results that can help ASTA members better reach U.S. travelers.
“The Value of the Travel Agent study was designed to better understand the motivation for travelers to use agents and to travel.” said ASTA CEO Zane Kerby. “Knowing why travelers value agencies and the reasons they travel are essential for an effective marketing strategy and a successful brand.”
The first webinar, The Value of Travel Agents, will provide a general overview of all the results. This webinar is for agencies that are building client lists as well as agencies who want to keep their current client base. It is slated for April 9th and targeted to all ASTA members.
The Messaging for Targeted Marketing to Consumers webinar will be held May 21st. This webinar will provide marketing messaging that can be derived from traveler responses on how they travel, how they book, where they look for inspiration, why they use an agent, why they don’t, etc. This webinar is targeted at agency owners/manager and marketing/communication staff at larger agencies who want to upgrade their messaging to target U.S. travelers.
The third webinar is on Understanding Business Travelers and will be held June 11th. It will concentrate on the demographic and travel habit data collected from business travelers including why they use and don’t use agents. Obviously, this one is targeted to current and potential corporate travel agencies.
The last webinar, Understanding Consumers Who Travel, will be held July 16th. This webinar will primarily cover the demographics of travelers, especially the agent users versus non-agent users. There is strong data on why travel agent users are better customers for many suppliers. This webinar is targeted for ASTA’s supplier members as well as any agency personnel who want a better understanding of traveler demographics.
The Value of Travel Agent study was sponsored by Carnival Cruise Lines and conducted by a third party research firm, MMGY Global. MMGY Global has extensive experience surveying consumers on the subject of travel and authors the annual Portrait of American Travelers®. The survey results were based on responses from 8,338 travelers who have been on at least one leisure trip requiring overnight accommodations during the past 12 months. There were 3,243 respondents who have been on at least one business trip requiring overnight accommodations during the past 12 months. All respondents were screened to ensure they had an annual household income of more than $50,000.
Source :- ASTA
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