ANATO Survey: 55% of travel agency sales are made in person

ANATO conducted a survey among its member travel agencies to understand current sales trends and better understand the behavior of the tourism market. The study addressed aspects such as the most popular products, segments, and destinations.

"We frequently seek to conduct these types of surveys to find inputs that allow our companies to adapt their offerings to the new demands and preferences of the national and international markets," explained Paula Cortés Calle, CEO of ANATO.

According to the survey, of the total sales generated by travel agencies, 73% come from the sale of tourist packages, while 27% comes from individual products. It's worth noting that of this 27%, nearly 43% is concentrated in airline tickets; followed by accommodation services, at 32%; tourist activities, at 15%; and ground transportation, at 10%.

Likewise, the companies surveyed indicated that 68% of their sales are directed toward the vacation segment, thus reaffirming the importance of leisure tourism within their commercial dynamics and travelers' preference for leisure experiences. Meanwhile, 25% of sales are concentrated in the corporate segment. Finally, 7% is directed toward the meetings industry, a high-impact segment for boosting the local economy of Colombian destinations.

One of the aspects that draws attention and continues to confirm tourists' interest in having the advice of an Agent is that, according to the survey, 55% of travel agency sales are made in person; while 45% are made virtually.

Finally, 30% of surveyed companies indicated that their most marketed product is sun and sand; 17% said it's culture; 16% said it's nature and adventure; 9% said it's cruises; 8% said it's congresses, events, and conventions; and 8% said it's wellness.

"These figures allow us to better understand the composition of the current market and demonstrate the need to continue diversifying the product and service offering. Furthermore, far from disappearing, in-person purchases at travel agencies have regained value. Human and technological aspects are integrated to offer a more robust service aligned with the changing needs of travelers," the union leader stated.

Source: ANATO.