ASTA 2010 Technology and Web Usage Report
The American Society of Travel Agents (ASTA) recently unveiled its annual ASTA 2010 Technology and Web Usage Report. The report shows that 27 percent of client requests now come through agents’ websites, and account for 18 percent of all agency revenues.

ASTA Survey - Breakup of online booking supplier types
Highlights from the report:
- 78 percent of travel agents now have a website, as compared to 75.2 percent in 2009.
- 81 percent (same as 2009) say they have booked directly on a supplier’s website without using their GDS or calling the supplier.
- The percentage of bookings made through supplier websites decreased in 2010 to 40 percent, from 45 percent in 2009.
- 43 percent have an online tool on their site.
- 52 percent named Facebook as their most-used networking and marketing technique.
“Travel agents are very adept at using the Internet for research, gathering travel industry information and for booking travel, and today, many are also using the Internet and some form of social media for marketing,” said ASTA President and Chairman Chris Russo. “Rather than being pushed out of business by the Internet, as many had predicted, travel agents have embraced it and are leveraging its power to enhance their operations.”
Ironically, 30 percent of agencies out of the 81 percent who take airline bookings on the web are being forced to get on the phone to assist travelers with booking ancillary services.

ASTA Survey - Website update frequency
The figures and statement mentioned above (published by ASTA in a press release) indicate that travel agents are becoming increasingly web savvy.
But a deeper look (relevant section begins on page 26) suggests that they may actually be a little behind the curve, at least as regards their adoption of web 2.0 and social media.
Most agencies (90 percent) use their website to provide an e-mail link to their agency, and only 17 percent of those that have a website update it daily.
While 52 percent of travel agencies have Facebook profiles, only 13 percent say social media is essential, while a third are sitting on the fence saying they’re still learning. Twenty-one percent say social media is “unproven” as a marketing tool and 16 percent have already decided that it is a “waste of time.”
Also, very few are on top of online reputation management, with only 3 percent saying they check the internet for mentions of their company; 70 percent say they don’t check the internet at all for mentions.
Charts from ASTA via Travel Weekly; Visit www.asta.org/ for more information.
Related posts:
Travel Agent Survey – Growing Discontent, Social Media a ‘Waste of Time’
ASTA/NACTA Reports Show Shifting Trends for Travel Agents & Agencies
Leisure World 2011 Aims to Get Travel Agents Hooked on Social Media
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