The Top Three Reasons for
Choosing A Travel Agent
by Gary C. Sain, CTC, CHME
(Partner & Chief Marketing Officer -- Yesawich, Pepperdine, Brown & Russell)

At-home travel agents can increase their opportunities for success by understanding the mindset of their current and future customers. We all make assumptions of how we conduct business each and every day. Unfortunately, many assumptions are not based on solid research or an understanding of our targeted audience. The key is to separate fact from fiction. By understanding the decision making process of leisure travelers, at-home travel agents can better equip themselves to address the issues most relevant to their clients.

According to the 2005 YPB&R/Yankelovich National Leisure Travel Monitor, the following are the top three reasons why leisure travelers choose a travel agent:

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