Agents attracting new customers with lower age profile, Advantage finds

The consortium found 94% of travel agents are reporting an increase in new customers for 2022 and 63% are “optimistic” about the year ahead. 

Of the 94% seeing an increase in new customers, 30% reported new clients fell into the 35-44-year-old age bracket, with 33% of new customers aged between 45-54 and 15% over 60. 

Advantage chief executive Julia Lo Bue-Said said: “It’s fantastic to see that so many of our members are optimistic about the year ahead – and that so many of them are seeing an increase in customers after a very difficult two years.

“On National Travel Agent Day 2022, it’s our mission to dispel the myths around travel agents – that they are only for the older generation, that they are more expensive, that the role is outdated – and instead show their value to travellers to ensure peace of mind when planning their holiday. It’s clear that many people still see the invaluable role they play in getting away.

“But after all that travel agents have endured over the course of the last two years, as well as the uncertain times ahead, it’s more important than ever that the industry gets the support it so badly needs – and we are using National Travel Agent Day 2022 to call on customers, the industry and the government alike to rally around our travel agents.”

Advantage canvassed members ahead of National Travel Agent Day on Friday (22 July). It found most new customers were looking for assistance with complex itineraries and recommendations for where to travel, closely followed by those seeking a luxury break and then by those booking a family holiday.

Advantage said average booking value has increased despite the cost-of-living crisis.

It added: “While the top line statistics from the Business Impact Survey paint a positive picture, travel agents are still feeling the effects of the last two years with 60% of respondents reporting that they still had an outstanding government loan to pay from the pandemic. 

“This is impacted further with over 90% of agents saying that their operating costs have increased by up to 50% in the past six months.”

Advantage has suggested its members invite their local MP to meet them during the summer recess to put their case.