Interest in Travel on the Increase Despite all the turmoil across the globe, the U.S. Travel Association reported that its Travel Trends Index (TTI) was 51.8 during October 2017 (an index more than 50 is considered positive), which was the 94th consecutive month the index exceeded 50. The October 2017 TTI for international inbound travel was 51.9, compared to the six-month average of 49.6, and leisure’s October 2017 TTI of 52.1 exceeded its six-month average of 51.9. The association’s 3-month (November 2017– January 2018) Leading Travel Index (LTI) was 50.9 during October and its 6-month (November 2017–April 2018) LTI was 51.1 during October, indicating a 2.2% increase in US travel volume through April 2018.

Travel Agents in Transition According to MMGY Global, 19% of travelers used an agent during 2016, a 3-point increase from 2013, while a more-recent survey from Mintel found that 40% of Americans used a traditional agent, compared to 35% using an online travel agency. Many traditional travel agencies are facing a difficult transition, as many older agency owners are interested in selling their businesses, while others want to add younger agents to their staffs who understand the technology heavily influencing travelers. As larger consortia absorb more traditional agencies and work with the increasing number of agents who are independent contractors, many of these consortia are developing advanced apps and offering technology training programs.

The Affluent Traveler In its latest 2017 Portrait of American Travelers, MMGY Global discovered some interesting insights about luxury travelers. For example, during the past 12 months, 11% of affluent Americans (HHI at least $125,000) didn’t take a vacation. In addition, luxury travelers, or those defined as thinking it’s worth paying more for the very best quality for both vacation accommodations and transportation, were only 36% of all affluent travelers. The three profiles of luxury travelers: ultra- high-net worth travelers seeking the best of everything; high-net worth travelers who don’t necessarily want to travel exclusively in a luxury bubble; and aspirational upscale travelers splurging for special occasions.

Business Must Move at Top Speed The U.S. Travel Association’s Current Travel Index (CTI) for the business segment of the market was 51.2 during October 2017, exceeding its six-month average of 50.4. The business segment’s 3-month LTI was 51.2, compared to 51.3 for the 6-month LTI. It was just one of two (the other being international) with a 6-month LTI average increasing faster than its 3- month CTI. A 2017 business meetings/events report from Skift revealed that 47% of meeting planners state that flexible meeting space is more important today. Millennials, who attend business events, want more “organic experiences” as part of their travel.

Digital Devices Are Major Travel Tools According to eMarketer, 2018 US digital travel sales will total $198.15 billion, a 4.5% increase over 2017’s $189.62 billion, and 47.8% via a mobile device. By 2021, those numbers will increase to $219.69 billion and 49.5%, respectively. Think With Google reported, as of February 2017, 60% of travelers had started researching their summer vacations and 44% expected to use multiple devices.   Summer 2017 research from Websitebuilder.com found that 42% of travelers used review Websites while planning their holiday, 33% posted a travel-related review and 16% shared their holiday experiences online.

In Search of Exotic Destinations During spring 2017, the US moved from the fourth to sixth position on the list of the world’s most-desirable nations for tourists, which the U.S. Travel Association’s forecast supports, with total 2017 visitors at 75.5 million, or -0.1% less than 2016’s 75.6 million. The U.S. Travel Association expects total international visitors to the US to rebound during 2018, to 76.9 million, a 1.9% increase, and then 80.0 million during 2019, a 4.0% increase and 83.4 million during 2020, a 4.3% increase. Overtourism is a major challenge for international travel. For example, Iceland, with a population of 300,000, had 3 million visitors during 2016, and most of them during the summer. Venice, Italy has had so many tourists that its citizens protested in the streets.

Advertising Strategies Since family and friends score very high as influencers of US travelers, travel agents should have a robust, proactive referral program, asking all customers for referrals and offering incentives/rewards when a family member or friend book with the agency. Travel agencies may be able to attract more younger adults when they emphasize in their marketing their many Millennial agents, their understanding of travel technology and how much the agency uses advanced apps and other technologies. Based on The Media Audit data on page 4 of the Profiler, there may be cross-promotional opportunities for travel agencies and car dealerships to target specific vehicle owners and travelers with incentives to visit and/or buy from the other business.

New Media Strategies Travel agencies should aggressively solicit reviews from their customers to be uploaded to travel sites, the agencies’ Website and social media pages and customers’ social media pages.   Recommend that local travel agencies place ads on your station’s Website, especially on a travel page in the News section or travel stories. With just 16% of travelers sharing their holiday experiences online, according to Websitebuilder.com, travel agencies should offer incentives/rewards for customers who share their experiences on the agencies’ Website and social media pages.