Millennials are driving the comeback of travel agents - Kansas City Business Journal - 0 views
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more Americans, including millennials, are opting for a more traditional route: brick-and-mortar travel agencies.
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In 2014, 18 percent of American travelers used traditional travel agents compared to 12 percent in 2013.
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millennials are actually using traditional travel agents at a higher rate than a lot of age groups."
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"They want to go some place no one else has been, which means they really need a third party to help them work through the details," he said.
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Millennials are more adventurous travelers — they want to go off the beaten path, but they're also less sophisticated and less experienced travelers.
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In 2014, 28 percent of millennials used a traditional travel agent, compared to only 13 percent of Baby Boomers (ages 50 to 65) and 15 percent of Generation X (ages 36 to 49).
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MMGY's research found that those who booked a leisure trip through a travel agent within the last year were more satisfied with their overall trip than those who booked through online third parties, such as Orbitz.
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In contrast to the notion that the use of a travel agent is outdated, Millennials are actually more likely to use a travel agent than other demographics. This trend seems to go hand in hand with the increase in experiential marketing we see geared towards Millennials, and the fact that they often want more extreme or unique experiences. While in some ways Millennials are a spontaneous generation, they also appreciate a well planned trip that allows them to make the most of their time.
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Noreen, I loved the points this article made. One might assume with the millennial generation they would use travel agents less as they would view them as outdated, but it is the opposite. Because the millennial generation are more adventurous and use travel to learn about themselves, they are consulting with agents who have perhaps been to the destination and can fill them in on the really great places to visit. Thank you for sharing!