This year's study, 'Best of Both Worlds: Quantifying How Travel Agents Save Consumers Time and Money,' will reach more than 14,000 US households. ASTA will uncover consumer travel trends with the survey, and find patterns related to overall travel consultant usage in planning and booking trips by travel type, the factors related to how a traveler chooses an agent, and for what occasions.
ASTA said the results will help its member agents better communicate their value proposition when marketing themselves to potential clients.
The association is commissioning TNS Global, one of the largest market research firms worldwide, to conduct the independent survey.
According to Carnival Corp.'s Roger Frizzell, chief communications officer, 'ASTA is critical to the success of our company and our industry, so anything we can do to support ASTA with this important research that helps us better understand consumer buying patterns is a win-win for both of us.'
ASTA expressed its appreciation for Carnival's financial support of this research project.
'While ASTA membership benefits include regular white papers and research, we simply don't have the bandwidth to carry out a project of this scope. Carnival is to be commended for generously supporting research that benefits all ASTA travel agents,' said ASTA president and ceo Zane Kerby.
Detailed findings of this survey will be available for purchase on ASTA.org in early May, according to Kevin V. Wang, director of research and industry affairs.