Clients value travel agents over OTAs

OTAs cut out prized element of personalised service

Business and leisure tourists continue to value traditional travel sellers over online travel agencies, according to a new study. More than 2,000 travellers were surveyed for Travel 2020: The Distribution Dilemma, commissioned by the IBM Institute for Business Value. Only 47% thought they were getting fair value if they booked travel through an OTA. Especially prized is the kind of personalised service traditional agents can give – the kind of service which OTAs have cut out while automating sales.
“In aggregate, 93% of respondents to our survey indicated that getting value for their travel expenditures is important to them,” says Steve Peterson, the survey’s lead author. “The notion of value has a relationship to price, but the two concepts are distinct.”


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