MMGY shares this insight for HSMAI from their recent travel agent survey:
It’s clear across all channels that building confidence is paramount for the travel industry to move forward. The climate right now is a tough one to navigate as consumer confidence is shaky amid the surge in COVID-19, but travelers are also becoming increasingly educated about the risk factors for transmission…and relying on Travel Agents more than ever. Meanwhile, we’re still seeing strong evidence that the desire for travel is as powerful as ever, manifesting itself right now in the form of road trips and regional travel…but what is new is that Travel Agents are now seeing 42% of bookings from this sort of trip. As marketers, it’s not only our responsibility to deliver a message of confidence to consumers through our Agency partners, but also to ensure that they have the right resources to help us rebuild the industry.