What do customers expect from agents? What, according to the advisers, are the needs of tourists? It turns out that both sides look at each other differently than it might seem. At least that’s what a survey conducted by the German agency association ASR shows.

The ASR Association conducted a survey among travel agencies and their clients, in which they asked what are the benefits of buying trips from professional travel advisors. When asked why customers visit a particular travel agency, more than two-thirds said they follow recommendations from friends. On the other hand, agents are convinced that tourists find them through search engines, although consumers consider this tool to be of secondary importance. The same applies to social media.

Discrepancies can also be seen in the reasons why buyers go to an agent and the latter’s ideas about it. Advisors believe they are helping travelers find their way, as travel has become more complicated due to recent events. However, only 30 percent of consumers gave such an answer.

The survey shows that customers most often talk to agents directly in the office, by phone or by e-mail – these communication channels are indicated by 70 to 80 percent of respondents. Meanwhile, only 50 percent of agents mention them, while paying more attention to making appointments online.

The survey showed as well, that advisors should not be afraid that their knowledge will be used to book a trip with competitor as it turns out that 90 percent of people who seek advice from an agent also book with them. What’s more, travelers are willing to pay for additional services – for example, dealing with formalities, booking seats or planning individual trips.