Travelport’s first annual State of Modern Retailing Report shows a “growing need for agents” as 58 per cent of global consumers are overwhelmed by the proliferation of travel deals available and 71 per cent reported feeling anxious about snagging the best offer.
The UK-based global booking portal surveyed regular flyers and found that overwhelmed consumers reported direct dealings with suppliers are more time-consuming and complicated than ever.
Travelport estimates air travel options have increased 1,900 per cent in the last 14 years from around 500 economy or business options in 2010 to more than 10,000 options across multiple cabin classes in 2024.
Overwhelmed consumers: “Time-consuming and complicated”
Dynamic pricing and offers could also be detrimental as overwhelmed consumers report spending more time comparing flights and hotels.
Most travellers surveyed (80%) believe fare comparison between airlines is very time-consuming with 88 per cent preferring to see all flight options and fares on one screen.
More than half (54%) reported using a comparison site to search for information before booking a flight.
Millennial (70%) and Gen X (64%) travellers said they often use online travel agencies (OTAs) to book, citing choice and price transparency as the main reasons.
An opportunity for travel agencies
Travelport CMO Jen Catto said while travel providers favour direct-to-consumer (DTC) connections, travellers find the volume of options overwhelming, making them less confident in their booking choices and providing an opportunity for travel professionals to provide expert guidance.
“Our research found that instead of feeling excited after booking a trip, most travellers are left feeling anxious, wondering if they got the best deal,” she said.
“For the travel industry, this signals a growing need and opportunity for travel agencies. Their expertise in comparison shopping aids travellers in confidently booking the best option based on their personal preferences.”
Read the full report here.
