The Observatory of Outbound Tourism of Spain, an instrument for analysis and monitoring of outbound tourism promoted by Amadeus, AON, Beroni, Carrefour Viajes, IAG7/Airmet, Iberia, Ilunion Hotels, iryo, Mundiplan, ReiniziaT and the National Association of Travel Agencies (UNAV) have conducted a survey on the aspects that travel agency clients value most.
Most valued aspects of the agencies | |
Professional advice | 54% |
Travel customization capacity | 48% |
Security and guarantees provided | 45% |
Knowledge of complex destinations | 22% |
Understanding and fulfilling desires associated with travel | 20% |
Technology and information to improve the experience | 11% |
Source: ObservaTUR
Percentage-wise, the most valued service in this survey is that related to professional advice from agents, receiving 54% of the votes. Another added value that clients recognize, and with an increasing trend, is the ability of travel agencies to design customized trips, highlighting the personalization of experiences, with 48%. The third aspect that stands out about travel agencies is the one that refers to the security and guarantees they provide, highlighted by 45% of those consulted.
Finally, the survey closes with knowledge of complex destinations (22%), understanding and fulfilling wishes associated with the trip (20%), and technology and information to improve the experience (11%).
Complementary services in agencies | 23-24 | 22-23 | 21-22 |
Hiring experiences and activities at the destination | 34% | 9% | 10% |
Marketing of insurance associated with travel | 54% | 42% | 16% |
Vehicle rental | 12% | 2% | 3% |
Source: ObservaTUR
Regarding complementary services in agencies, the most requested are insurance marketing (54%) and contracting activities at destinations (34%). Vehicle rental increases its prominence in 2023/2024, reaching 12%.