Research Reports

Non-Members ASTA's White Papers and Research Reports are available for sale though our ASTA Store.

ASTA's research reports include both research conducted by ASTA and research commissioned from third parties. The Travel Agency Benchmarking Series is based on surveys conducted with our Research Family panel of agencies. Other recent research commissioned by ASTA includes Consumer Awareness research, Best of Both Worlds: Quantifying How Travel Agents Save Consumers Time and Money, Traveler Decision Making Study and Value of Travel Agents Study.

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• 2019
• 2018
• 2017
• 2016
• 2015
• 2014
• 2013
• 2012
• 2011
• 2010
• 2009

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  December 19, 2019 — How America Travels - 2019 U.S. Travel Advisor Survey (Executive Report)
  The 2019 How America Travels National Study: Travel Advisor Survey, sheds light on the perceptions of travel from the perspective of travel advisors. Click Here to access this report
  
  
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  December 19, 2019 — How America Travels - 2019 U.S. Travel Advisor Survey (Full Report)
  The 2019 How America Travels National Study: Travel Advisor Survey, sheds light on the perceptions of travel from the perspective of travel advisors. Click Here to access this report
  
  
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  December 19, 2019 — How America Travels - 2019 U.S. Traveler Survey (Executive Summary)
  The 2019 How America Travels National Study, sheds light on Americans’ perceptions of travel and better enables ASTA and the travel advisor community to be the voice of America’s travelers, just as travel agents represent the interests of their clients every day. Click Here to access this report
  
  
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  December 19, 2019 — How America Travels - 2019 U.S. Traveler Survey (Full Report)
  The 2019 How America Travels National Study, sheds light on Americans’ perceptions of travel and better enables ASTA and the travel advisor community to be the voice of America’s travelers, just as travel agents represent the interests of their clients every day. Click Here to access this report
  
  

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  December 3, 2018 — How America Travels – ASTA’s 2018 Consumer Research Study
  (Executive Summary)
  Funded by Carnival Corporation & plc, the 2018 version of “How America Travels” provides key insights into the travel ecosystem, including emerging trends related to the use of “sharing economy” services, new daylight into the consumer travel planning and booking processes, factors that help turn non-cruisers into cruisers and changing consumer needs as travel agents transition to travel advisors. Click Here to access this report
  
  
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  December 3, 2018 — How America Travels – ASTA’s 2018 Consumer Research Study
  (Full Report)
  Funded by Carnival Corporation & plc, the 2018 version of “How America Travels” provides key insights into the travel ecosystem, including emerging trends related to the use of “sharing economy” services, new daylight into the consumer travel planning and booking processes, factors that help turn non-cruisers into cruisers and changing consumer needs as travel agents transition to travel advisors. Click Here to access this report
  
  
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  September 18, 2018 — Travel Management’s Impact on Corporate Profitability & Productivity
  The purpose of the survey is to determine the perceived impact of travel management companies (TMCs) and travel agencies on the profitability and productivity of organizations. You will also learn how organizations view their relationships with TMCs / travel agencies, what aspects of the relationship with a TMC / travel agency have the most impact on the success of a managed travel program, the pros and cons of utilizing a TMC / travel agency and so on.
  Click Here to access this report
  
  

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  August 1, 2017 — How America Travels - sheds light on America's perceptions of travel and better enables ASTA and the travel agent community
  (Full Report)
  sheds light on America's perceptions of travel and better enables ASTA and the travel agent community to serve as the voice of America's travelers, just as travel agents serve as the voice of their clients every day.
  Click Here to access this report
  
  
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  August 1, 2017 — HowAmericaTravels — How America Travels sheds light on America's perceptions of travel and better enables ASTA and the travel agent community
  (Executive Summary)
  How America Travels sheds light on America's perceptions of travel and better enables ASTA and the travel agent community to serve as the voice of America's travelers, just as travel agents serve as the voice of their clients every day. This year, in partnership with leading global research firm, Penn Schoen Berland (PSB), ASTA committed to conducting a wide-ranging, scientific survey of the American public to understand their perspectives and priorities. How America Travels gives
  Click Here to access this report
  
  
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  June 23, 2017 — Unmanaged to Managed — Why and How Companies Formalize Travel Programs
  (Executive Summary)
  ASTA has partnered with The Company Dime to conduct a study on the conversion of unmanaged business travel to managed travel. The results of this executive summary come from in-depth research consisting of a survey plus interviews with travel management company executives to understand the reasons large and small businesses implement travel management practices.
  Click Here to access this report
  
  
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  June 23, 2017 — Unmanaged to Managed — Why and How Companies Formalize Travel Programs
  (Full Report)
  ASTA has partnered with The Company Dime to conduct a study on the conversion of unmanaged business travel to managed travel. The results of this executive summary come from in-depth research consisting of a survey plus interviews with travel management company executives to understand the reasons large and small businesses implement travel management practices.
  Click Here to access this report
  
  
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  April 5, 2017 — 2016 ASTA Service Fee Report
  The ASTA Service Fee report, seeks to discover current service fee practices in the travel agency industry in addition to travel agents’ exploring other revenue sources such as consultation fees, travel insurance, mark-ups and others.
  Click Here to Purchase this report
  
  
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  March 8, 2017 — ASTA Labor and Compensation Report
  ASTA’s annual Labor and Compensation report seeks to discover current employment trends and compensation models in the travel agency industry. Insights into compensation packages and classifications, recruitment of travel agents as well as agencies’ plans to handle the new Department of Labor (DOL) overtime regulations will be beneficial to various industry segments related to travel agencies.
  Click Here to Purchase this report
  
  
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  March 1, 2017 — ASTA Financial Benchmarking Report
  This report provides a generous amount of data and information on the financial trends of ASTA agency members including revenue, sales, transactions, number of clients, profit and so on. This information will be very beneficial to current and prospective ASTA members, consortia, franchise companies, host agencies and supplier partners alike.
  Click Here to Purchase this report
  
  

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  November 18, 2016 — ASTA Agency Profile Report
  This report provides a bountiful amount of data and information of ASTA member agencies’ key demographics, including agency location and business model, sales volume and profit trends, sales splits (including domestic vs. international and leisure vs. corporate)...
  Click Here to Purchase this report
  
  
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  July 31, 2016 — Independent agents Report 2016 Edition
  A growing consensus within the travel agency industry is that the independent agents community is continuing to grow and that industry suppliers are allocating more resources trying to better engage these travel agents whose primary work location is often not a brick-and-mortar storefront or office location.
  Click Here to Purchase this report
  
  

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• April 16, 2015 — 2015 Traveler Decision Making Study
  Learning how consumers decide on the type of trips they take was a primary goal of the study. Much detail is including in the report on how they make travel decisions...
  
  
• March 6, 2015 — 2014 Labor & Compensation Report
  This study finds an increasing issue for many travel agencies is the ability to hire new employees.
  
  

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• December 12, 2014 — 2013 Financial Benchmarking Report
  Agency finances have improved compared to 2009. Average agency sales have returned to pre-downturn levels.
  
  
• December 12, 2014 — 2014 Independent agents Report
  This report profiles the independent agent population. There is much variability in this population.
  
  
• August 25, 2014 — 2013 Global Distribution System (GDS) Report
  The GDS reports covers travel agency distribution trends related to GDS usage from how agencies book travel to how they negotiate their contract. Agencies evaluating their current GDS contracts and industry suppliers wanting to understand GDS usage better will find this report essential.
  
  
• June 3, 2014 — 2013 ASTA Niche Markets Report
  Access to online outlets and social media has increased the number of agents and agencies that can market their niche expertise. 73 percent of ASTA agencies report that they have expertise in at least one niche market.
  
  
• March 20, 2014 — 2013 Technology & Web Usage Report
  This 43-page report covers technology issues including software and mobile tools used, internet booking patterns, website content, social media policy and online booking tools used.
  
  
• March 13, 2014 — 2014 Value of Travel agents Study
  The Value of Travel agents study surveyed U.S. leisure and business travelers on their travel agent usage and satisfaction with travel organized by an agent. Additionally, this 271-page report includes demographics on travelers including trips taken, sources of travel information and how they book.
  
  
• January 29, 2014 — 2013 Supplier-Travel agent Relationship Marketing Report
  The Supplier–Travel agent Relationship Marketing Reports examines how travel agents chose suppliers and book different travel segments. The type of knowledge agents need from suppliers when promoting travel is also explored.
  
  

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• December 11, 2013 — 2012 Marketing & Customer Communications Report
  Only half of agencies have a marketing plan with nineteen percent planning to develop one in the future.
  
  
• December 11, 2013 — 2012 Service Fee Report
  2012 Service Fee ReportChanges in market forces have resulted in more agencies charging service fees compared to the early 2000’s.
  
  
• October 31, 2013 — 2012 Financial Benchmarking Report
  Agency finances have improved compared to 2009 and 2010. Average agency revenue and sales have almost returned to pre-downturn levels.
  
  
• October 31, 2013 — 2012 Labor & Compensation Report
  This study finds an increasing issue for many travel agencies is the ability to hire new employees.
  
  
• April 30, 2013 — 2012 Global Distribution System (GDS) Report
  The GDS reports covers travel agency distribution trends related to GDS usage from how agencies book travel to how they negotiate their contract. Agencies evaluating their current GDS contracts and industry suppliers wanting to understand GDS usage better will find this report essential.
  
  
• February 10, 2013 — 2012 Independent agents Report
  The report profiles the independent agent population. Explored are typical commissions split, sales volume, business mix and relationships with suppliers and host agencies of this much varied community.
  
  

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• April 12, 2012 — PhoCusWright's Travel Agency Distribution Landscape Report, 2009-2013
  ASTA assisted PhoCusWright in updating their 2008 Travel Agency Distribution Landscape Report. The new report was published in March 2012 and is available for purchase.
  
  
• February 9, 2012 — 2011 Independent agents Report
  The 2011 Independent agents report includes typical booking methods, host agency relationships, average sales, and the top travel suppliers used. This report will help you better understand the Independent agent's business operations and their place in the travel market.
  
  
• January 18, 2012 — 2011 Global Distribution System (GDS) Report
  The GDS reports covers travel agency distribution trends related to GDS usage from how agencies book travel to how they negotiate their contract. Agencies evaluating their current GDS contracts and industry suppliers wanting to understand GDS usage better will find this report essential.
  
  

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• December 15, 2011 — 2011 Technology & Web Usage Report
  ASTA conducted this annual study to better understand changes in technology and web usage by travel agencies. The report covers the use of technology including software and mobile tools, internet booking patterns, website content and online booking tools.
  
  
• May 16, 2011 — 2010 Global Distribution System (GDS) Report
  As travel distribution continues to evolve, GDS suppliers have felt much pressure to change with the times or become obsolete...
  
  
• May 16, 2011 — Project 85 -- The Drive Market Report
  The information from the Project 85 study will provide the data needed for agencies to determine if there is an opportunity in serving the drive market.
  
  
• March 17, 2011 — 2010 Technology & Web Usage Report
  The results of the Technology and Web survey reflect that most agencies are very comfortable with standard technology.
  
  
• February 15, 2011 — 2010 Leisure Trends Report
  This survey found leisure agencies doing much better in 2010 than in 2009. Agencies reported the strongest rebound in sales for Rail, Hotel, Tour/Package/Group, and Insurance. Their expectations for 2011 are mostly positive.
  
  
• February 14, 2011 — 2010 Corporate Agency Report
  The Corporate Agency Report covers transaction-fee versus management-fee contracts. It looked at which special services trigger an additional fee or which ones are covered under the contract. It also looks at other fees the agency may charge.
  
  
• February 8, 2011 — 2010 Independent agents Report
  This report profiles Independent agents and gives you the information you need to better understand the Independent agent's business operations and their place in the travel market.
  
  
• January 26, 2011 — 2010 Supplier-Travel agent Relationship Marketing Report
  This report assists travel agencies and suppliers in understanding and benchmarking typical agency-supplier business arrangements and booking methods by travel segment.
  
  

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• November 24, 2010 — 2009 Service Fee Report
  The Service Fee report assists both corporate and leisure agencies in benchmarking their service fees. ASTA conducted this annual study to better understand changes in service fees. The report looks trends in fees charged, how fees are collected, and how customers are informed about fees.
  
  
• November 9, 2010 — 2010 Corporate Agency Report - Executive Summary
  ASTA and The Beat conducted this survey to provide insight into changes in distribution, economic norms, and technology use among corporate travel agencies in relation to the marketplace shift.
  
  
• October 3, 2010 — 2009 Labor & Compensation Report
  ASTA conducted this labor and compensation study to assist travel agencies in benchmarking their compensation, benefits and hiring practices. This information can be used to benchmark your own compensation and benefits, and may help you improve your hiring practices. A free 3 page summary is available to all members, a full report is available for purchase.
  
  
• August 9, 2010 — 2009 ASTA Financial Benchmarking Report
  The Financial Benchmarking report gives an agency the ability to analyze The revenue data in this report can be used by agencies to determine if their products are the best revenue-generating mix for their business model.
  
  
• May 7, 2010 — 2009 Global Distribution System Report
  As travel distribution continues to change, the GDS suppliers have felt much pressure to change with the times or become obsolete. The three GDS providers have been moving forward with plans to add...
  
  
• April 16, 2010 — 2009 Technology & Web Usage Report
  The 2009 ASTA Technology and Web Usage Report covers issues including the use of technology, internet usage for research, internet booking patterns, and website design and usage.
  
  
• January 14, 2010 — 14th Annual Gay & Lesbian Tourism Study - Full Report
  The 14th Annual Gay & Lesbian Tourism Study of Community Marketing (CMI) contains a detailed statistical analysis of the 4,700 gay and lesbian consumers who reside in the United States. The report includes CMI’s annual gay and lesbian destination rankings, effects of the recession, and a list of the top travel brands outreaching to the market.
  
  

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• November 18, 2009 — International Travel: Non-Resident Inbound Visitations Trend Overview
  Non-resident inbound visitations to the U.S. has grown over the past 20 years, but there have been shifts in the originating countries.
  
  
• November 18, 2009 — International Travel: U.S. Resident Outbound Visitations Trend Overview
  In the past 20 years, the number of U.S. resident outbound visitations has been fluctuating. Overall, there has been growth in outbound visitations and some shifting in where U.S. citizens visit.
  
  
• November 16, 2009 — 2009 ASTA Travel Agency Business Trends Report
  The Agency Business Trends Report looks at changes agencies made to weather the past year as well as changes planned for the future. The report benchmarks plans for operations and employment for leisure and corporate agencies.
  
  
• November 11, 2009 — 2009 NACTA Independent agents Report
  This report shows several shifts in the independent agent population, specially in what is the primary source of income for agents.
  
  
• October 27, 2009 — 2009 Supplier-Travel agent Relationship Marketing Report
  A strong relationship between suppliers and travel agents is imperative if both sides want to increase their businesses. This report found that agents that engage in a preferred supplier relationship often do so based on the supplier’s reputation and quality of their product.
  
  
• June 11, 2009 — U.S. Packaged Travel Landscape 2006-2010
  The study examines growth of the packages travel industry between 2006 and 2010. Specific segments are also broken out including escorted tours, packages, FIT and group.