We always chuckle when someone opines that a particular market isn't big enough to pursue. Because, when we hear that, we instantly think of the hundreds of millions of dollars spent by ski destinations and resorts on an activity in which only 4% of Americans participate.
Here's a new number: 19. That's the percent of Americans that used a Travel Agent last year. Yeah, one in five.
According to MMGY Global’s 2016 Portrait of American Travelers survey, a third of Millennials use Travel Agents and agents send almost 60% of their clients to new destinations. And, those who utilize their services tend to spend, on average, more than twice as much in destination.
Travel Agents, once dismissed as irrelevant, are hip again.
If you are a Destination Marketer, is 19% big enough for you?