Published on : Wednesday, March 26, 2014
Today, ASTA released its 2013 Technology and Web Usage Report. The Technology and Web Usage survey found that the percentage of agencies that have a social media presence increased to eighty percent of respondents. Agencies continue to be unsure of the value with almost thirty-nine percent of social media users viewing it as not useful or proven. At the same time those seeing it as an effective tool have increased suggesting a dichotomy is forming between agencies that value it and those that do not.
“Agencies are finding that new technology can be used to their advantage with many using social media to connect with their clients, demonstrate personal expertise, and reach new consumers,” said ASTA CEO Zane Kerby. “Technology changes have always allowed agencies to adapt and grow and better serve the traveling public.”
The study found that three quarters of agencies are no longer in the “learning” mode on how to use social media. There is a sense that most agencies feel they have a good handle on the technical aspects of social media, but not on the usefulness. Only seventeen percent viewed social media as essential to their business and a larger twenty-two percent felt it was “nice to be there.” Primary goals with social media are shifting from general awareness to expanding customer base and communicating with current clients.
Other interesting results from this 43-page report include the role of the GDS in providing mobile aps and search tools for many agencies, the fear of agencies that they won’t keep up with changes and replacing older equipment, and a need for many to upgrade their email broadcasting software. The report covers these subjects in more depth as well as other results including online booking trends and websites used by agents.
This survey was conducted with a research panel of ASTA agencies, the ASTA Research Family. The panel is comprised of a representative sample of ASTA member travel agency owners and managers. The report indicates a 95-percent confidence with an error rate +/- 5 percent.
Premium Members receive a complimentary copy of the full report as part of their membership. Travel agent members may access a free page summary on ASTA.org, but can also purchase the entire report for $99. The cost for ASTA member suppliers is $349 and the report is $549 for non-members.
Source:- ASTA
Tags: ASTA
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