Identifying travel agent user segments

As travel agents face increased competition, it is important for them to identify characteristics of their best clients. Identifying expectations and selection criteria most important to the various user segments can assist agency managers in developing strategies to attract and retain clients who contribute the most to their revenues. Data from 382 travelers were collected. Being honest, being reliable, and solving problems were the most important expectations held by travel agent users. Heavy users rated service and expertise as more important selection criteria than light users. Marketing and operational implications were discussed based on the results. [Article copies available for a fee from The Haworth Document Delivery Service: 1-800-HAWORTH. E-mail address: [email protected] Website: http://www.HaworthPress.com.