Travel agents’ product knowledge and ability to offer in-person service and advice are their most valued attributes, according to a customer survey carried out on behalf of Aito.
The survey for the 11th Aito Travel Insights report also revealed that agents’ customers are more likely to recommend their services to friends and family than customers of operator members – although both scored strongly.
The report, by customer data and insights company Spike, surveyed nearly 14,000 responses in total from customers of 37 companies including tour operators, travel agencies and tourist board partners of Aito, The Specialist Travel Association (Aito).
When asked about the benefits of booking through an agent – a question only sent to Aito agents’ clients – 73% cited product knowledge and 65% said it was because they could discuss their holiday plans face to face.
Reputation was rated by 35% as a benefit to booking through an agent while 34% cited the additional support; 32% said value for money and 27% said financial protection.
Agents received a Net Promoter Score of 86.3 in the survey – regarded as ‘best in class’ – while the NPS for operators was 67.1, up from 64.8 in 2024, but down from 69.3 in 2023. Any score over 50 is regarded as good and 70 is seen as excellent.
Aito executive director Martyn Sumners said: “The data shows agents are a highly valued distribution channel. We know more prospective [Aito] operators are more interested in [selling through] agents than before.”
Speaking at the presentation of the report, Jon Walton, director of customer data and insights company Spike, which analysed the survey results, said the higher NPS score could be down to the contact clients have with their agents.
He said: “Travel agents are probably closer to their customers than tour operators and there is a lot of face to face [time]. They can also sell the whole spectrum of holidays while [Aito] operators are specialists and so people are less likely to recommend a company which cannot fufil all these needs.”