“Not only are customers confused and frustrated by new airline fees and events, but they are bombarded by social media,” said John Clifford, president of the luxury travel consultancy InternationalTravelManagement.com. “Everyone is trying to tell you where you should stay, where you should eat, what you should do.”
A study by Forrester Research found that the number of leisure travelers who enjoyed using the Web to plan and book their vacations dropped from 53 percent in 2007 to 47 percent in 2010. And in an American Society of Travel Agents (ASTA) survey, 44 percent of agents said that they had more clients in 2010 than they’d had the previous year, with the strongest rebound in rail and hotel reservations.
Travelers “don’t have hours to spend on research to compare multiple flights, multiple cruises, multiple packages,” said Henry Harteveldt, a travel industry analyst at Forrester Research. “It’s not unlike doing your taxes. Depending on who you are, what your priorities are, there are some people who will choose to do it themselves or to use a professional.”
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