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Travelers said that for most types of leisure vacations the top reason for consulting an agent was his or her access to the best deals.
There was one exception: When planning escorted tour vacations, it was travel professionals’ destination-related knowledge that travelers valued most, though this was followed closely by agents’ ability to get customers a deal.
Interestingly, leisure travelers who had not used an agent in recent years said the top reason to consult a professional was because “agents have knowledge to make the best recommendations.”
Customers said they were highly influenced by agents’ recommendations, especially for accommodations and packages and tours.
Millennial and Gen X customers were most influenced by agents’ recommendations.
