A total of 94% of travel agents are seeing an increase in new customers, according to a survey conducted by Advantage Travel Partnership.
Canvassing its members ahead of National Travel Agent Day on July 22, the consortium found agents reported 30% of their new customers fell into the 35-44 age category, 33% were aged 45-54 and 15% were over 60.
Participants said most new customers using an agent are those looking for assistance with complex itineraries and recommendations for where to travel, followed by those seeking a luxury break, then those booking a family holiday. They also said average booking value has increased.
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Despite some positive feedback, the survey found agents are still feeling the effects of the past two years, as 90% of agents’ operating costs have increased by up to 50% in the last six months, and 60% still have an outstanding government loan to pay from the pandemic.
In total, 92% of respondents said the outbound travel sector needs greater support from across the political spectrum, to which Advantage suggested its members contact their local MPs to “see the role of a travel agent in 2022”.
Julia Lo Bue-Said, chief executive of Advantage, said: “It’s fantastic to see that so many of our members are optimistic about the year ahead – and that so many of them are seeing an increase in customers after a very difficult two years.
“On National Travel Agent Day, it’s our mission to dispel the myths around travel agents – that they are only for the older generation, that they are more expensive, that the role is outdated – and instead show their value to travellers to ensure peace of mind when planning their holiday. It’s clear that many people still see the invaluable role they play in getting away.
“But after all that travel agents have endured over the course of the last two years, as well as the uncertain times ahead, it’s more important than ever that the industry gets the support it so badly needs – and we are using National Travel Agent Day to call on customers, the industry and the government alike to rally around our travel agents.”