For Asia travel agents, ease of booking as important as hotel rates

ASIA PACIFIC According to a survey of travel agents in Asia Pacific conducted by Amadeus, travel agents continue to view price as a key consideration when selecting hotels, but ease of booking is nearly as important.

Amadeus, a transaction processor for the global travel industry, examined the views of more than 700 travel agents across eight countries in Asia Pacific. The survey also examined the factors that influence travelers’ purchase behavior and found that consumers list hotel location as their main priority, surpassing even price. Brand loyalty was ranked the least important factor across the region.

Corporate travel accounts for less than 40% of overall bookings for travel agents across Asia Pacific, according to the survey. “Servicing the needs of corporate travelers is a priority for many travel agents in the region. While this will continue to be a focus, agents must also recognize the significant revenue-generation opportunities that will come from working closely with leisure travelers,” says Kartikeye Tripathi, Amadeus regional director of hotel distribution for Asia Pacific. “As consumers become increasingly focused on holistic travel experiences, this will create fresh opportunities for travel agents to provide additional service by bringing together the fragmented components of a typical journey.”