LOS ANGELES—A travel agent hospitality trends survey, announced at the L.E. Hotels’ conference, revealed travel agents reported an increase in millennials turning to travel agent services as oppose to booking independently.
Of survey respondents, 51.5 percent reported they saw a growth in millennial clients. Of those that observed increases in millennial bookings, 60.6 percent said millennials make up 10-25 percent of their new business clients in the past two years.
Another 18 percent of those who saw growth said millennials make up less than 10 percent, and 12 percent said millennials account for 26-50 percent of new clients in the past two years.
Of respondents, 84 percent of the travel agents surveyed predicted that the industry would continue to see higher demand for hotel rooms and increased prices in 2016. Over the past year, 60 percent of respondents saw an increase in bookings, 35.9 percent saw no dramatic change in bookings, and 3.9 percent saw a decrease in bookings, respectively.
When asked what the greatest difference is between a boutique hotel from the L.E. Hotels collection versus a larger corporate like a Hilton or Sheraton, respondents overwhelmingly noted that they seek out boutique hotels because they offer their clients authentic, unique experiences, and a higher level of personalized service.
Countries that made the agents’ list of travel hot spots included classics like Italy, Australia, and France, but the list also spotlighted new destinations growing in popularity such as Cuba, China, and Croatia. The findings revealed that 62 percent of travel agents surveyed believe sites like Airbnb will continue to rise in popularity for business travelers in 2016.
The survey also found travel agents were split on using social media platforms like Instagram, Twitter and Facebook. Forty-six percent of respondents said information found on social media sites influence their suggestions to clients, while 53 percent said it did not.
“As noted by the data found in our travel agent survey, not only is domestic and international travel booming, but younger generations are starting to depend on travel agents to assist in the planning of their trips and vacations,” said L.E. Hotels Founder and Chair Efrem Harkham. “We are also seeing some of the same consumer behaviors as noted by travel agents. Travelers are now wanting authentic experiences; from the food they eat, to local life, to staying in hotels true their location, we are seeing consumers turn toward local boutique hotels and away from international hotel megabrands.”
The survey was sent to approximately 200 travel agents in the L.E. Hotels database prior to the conference.
