‘Travel Agents Taking Off’, a new current affairs and news show, is about to hit screens in the US and Britain, then maybe Australia.
The in-depth, online program will aim to explain what travel consultants do and how consumers buy travel.
The joint effort by Independent Television News (ITN), the British-based news and content provider, and the American Society of Travel Agents (ASTA) will lift the lid on the “exciting and ever-changing travel industry”, according to publicity.
ITN Productions is the creative and commercial arm of ITN, producing bespoke content for broadcasters, businesses, brands, rights holders and digital channels.
ASTA says the program will explain what travel consultants do and how consumers buy travel.
“It will highlight the latest tourist destination hotspots, as well as the new trends and technological innovations that are impacting and shaping the travel sector across the industry. This news-style program will feature interviews with leaders and journalists, alongside news items and editorial profiles of key industry organisations and regions across the sector.”
ASTA president and chief executive Zane Kerby says ASTA is looking at new ways to promote professional agents to consumers.
“Consumers are deluged with information on the internet,” he said
“In fact, the average consumer goes to 27 different websites before making a travel decision. This type of program reminds the traveling public that there is only one source out there for cutting through the internet clutter and tailoring a trip toward the individual needs of a traveller, and that is a professional travel agent.”
Over the past three years, research conducted by an independent firm has shown that US-based consumers are increasingly embracing the expertise that travel agents provide in planning and booking travel.
In preliminary results for the 2016 study released on 2 May 2016 by ASTA, research firm TNS Global found that agents save consumers, on average, USD 452 per trip (AUD 602) and four hours of time. See: Travel agents save clients an average of $602 per trip
ITN Productions’ Head of Industry News, Simon Shelley said, “ITN is delighted to be partnering with the American Society of Travel Agents, particularly when there is so much happening within the travel industry. We’re excited to embark on this project to engage professionals from the sector and foster a collaborative effort to develop an accessible and sustainable industry.”
Edited by Peter Needham