Growing online competition and the role of ATAS accreditation are just some of the biggest concerns amongst Australian Travel Agents, according to a new study.
The 2015/16 Australian Travel Agent Barometer conducted by ATAB Business Builders found that although leisure and corporate agents are generally positive about the industry, around 88 percent of the 150 consultants surveyed said they were either unsure or confused over the consumer protection offered by ATAS.
Some 37 percent of owner managers were unsure or thought ATAS offered consumer protection to their customers.
Surprisingly, the study found that many travel advertisers do not promote their ATAS membership or logo – on a typical Sunday, out of 41 advertisements only 11 advertisers referred to ATAS in any form (three used the ATAS logo and eight mentioned).
Beyond accreditation, the other major concern amongst agents is the scarcity of well-trained staff and retaining existing good staff.
The online world continues to plague retail and home-based consultants, with many saying online competitive pressure was a big concern along with shrinking margins and attracting new customers.
“Consumer marketing and attracting new customers was a significant issue with many agents joining buying groups with the hope of marketing support but few groups are delivering on the expectation.”
The Australian Travel Agent Barometer
The ATAB survey is produced independently by Simon Bernardi with a full copy of the study available from www.ATAB.net.au.
