Expert advice, saving time, or something else? New research from Expedia Group provides deep dive insights into the preferences, values, and planning habits of travellers – including why Canadians choose to use a travel agent.

Entitled ‘Decoding the Travel Advisor Client,’ the study also offers agents actionable insights designed to help to strengthen client relationships and maximize business opportunities. For example, it reveals why travellers seek out advisors and what makes them loyal, while also uncovering what travellers really want from advisors and how to best connect with them.

Some key Canadian regional insights from the study include:

• Special offers are a key deciding factor when Canadians choose a travel advisor, ranking higher than the global average
• Canadian travellers are more likely to book flight tickets through their travel advisor than the average global traveller
• Exceptional customer service and strong communication are the primary reasons Canadian travellers remain loyal to their travel advisors, and
• 50% of Canadians have stayed with the same travel advisor for five years – compared to 38% globally.

Overall, amongst Canadian respondents, 53% said they use a travel agent to get “expert advice,” followed by saving time (52%), access to deals (50%), personalized service (43%), ability to handle emergencies (36%), and selecting the ideal destination/accommodation (30%).

Meanwhile, the top influences when selecting a travel advisor are Expertise/specialization, special offers or incentives, price for services, flexible payment options, and accessibility and communication,

And what travel-related services do clients book?

 

Loyalty

When it comes to sticking with their travel advisor, Canadian respondents cited great customer service (61%). Also important are good communication (57%), understands my needs (56%), provides great deals (54%), and experience and knowledge (50%).

In conclusion, the report offers these “top takeaways” for Canadian advisors:

“Make sure to provide compelling deals and special promotions to keep your Canadian clients loyal and attract new clients to your business.”

And, “building strong client relationships relies on recognizing their needs. Familiarize yourself with how your clients prefer to stay connected and provide regular updates throughout the planning process. Share with clients how they can best reach you and respond in a timely manner.”

Conducted in partnership with Wakefield Research, the study sampled the opinions of more than 5,000 travellers across 10 countries who have used a travel advisor in the past 18 months.

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