Dear Travel Professional: In a dynamic business like travel, we are accustomed to change and to the increasing pace of change. This year, however, our entire economy has been jolted by waves of economic and financial news.

The unprecedented volatility of oil prices and stock market values would have been reason enough to call 2008 an unusual year. But the extraordinary events on Wall Street and in Washington in the last two months have taken us into uncharted territory.

There is no crystal ball to help us understand how these events will affect travel demand and the business of travel distribution. But experience has shown that in times of uncertainty, nothing can be taken for granted. Every bit of information, every insight, could be a piece of the puzzle, the key to sustaining a business.

Our goal at Travel Weekly always has been to bring our readers the news and information they need, when they need it. An important component of this commitment has been the sponsorship of original research into the characteristics of the U.S. travel agency market. We are pleased to fulfill that commitment again in this, our 50th anniversary year.

In the 2008 Travel Industry Survey, noted travel industry researcher Stanley Plog continues an analysis he began last year that looks at travel agents on the basis of psychographic as well as traditional economic characteristics. Plog also presents a new look at the debate over Internet distribution, revealing some stark differences between the perceptions of agents and consumers.

And under our continuing research partnership with ASTA, we feature updated reports on GDS and technology usage and independent agents.

As the travel industry moves into the final months of a difficult year and prepares for better days, we hope this issue will provide some of the answers and some of the insights that will make a difference for all of us.

Sincerely,
Bob Sullivan
Vice President & Publisher

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CONTENTS
4 Publisher’s Message
7 Introduction
8 Travel agents adjust to new realities
18 Contenteds, Careerists, Seekers: The three faces of travel agents
28 Agents, Web users: On the same page?
42 Agent, sell thyself: Communication key to recapturing online travelers
ASTA RESEARCH
50 Agents are ‘content’ with their GDS
54 Agents with Web presence slow to embrace new Internet tools
56 Independent agents: Many and small, but survey suggests earnings are low
60 Methodology

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INTRODUCTION
It is said that lawyers are taught never to ask a question in open court unless they know in advance what the witness will say, because courtroom surprises are bad.

It’s probably good advice for trial lawyers, but it’s bad advice in business and even worse in research. Scientist and author Issac Asimov once said the most exciting phrase in research is not “Eureka,” but “That’s funny,” because it is the surprising result that provides the most appealing opportunities for advancement.

It can happen in business. If you think the customer wants A, but find out by asking that he or she really wants B, you’ve created an opportunity to meet a need that you weren’t prepared to meet before. ...

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