18
DIGITAL | GROWTH PHYSICAL TRAVEL AGENCIES CONTINUE TO DECLINE IN IMPORTANCE IN EUROPE, WITH
NET -23 DECLINE IN IMPORTANCE OVER LAST 12 MONTHS, BUT AGENCY USE IS GROWING IN THE MIDDLE
EAST
Source: AlixPartners 2024 Consumer Priorities Survey
KEY INSIGHTS
• Importance of physical travel agencies for
consumers continues to decline (net -23)
• Decline in importance appears to be
accelerating (net -20 in 2023), as "no change"
grew from 42% to 47% and "no importance" grew
from 13% to 16%
• Europe: Importance of physical travel agencies is
significantly net "-" across all countries
• Likely reflects growing comfort in searching and
booking online; major providers primarily online
and large tour operators increasingly online in
Continental Europe
• Middle East: personal interaction and use of
travel agencies continues to grow - likely
reflects:
− strong growth of travel in the region
− higher trip values require more personal
support
"WHEN YOU BUY BOOK SOMETHING, HAS THE IMPORTANCE OF PERSONAL INTERACTION IN
A PHYSICAL STORE/LOCATION/AGENCY INCREASED OR DECREASED VERSUS LAST YEAR (2023) WITH
RESPECT TO TRAVEL/HOLIDAYS?"
Middle East
Europe
EMEA
22% 24% 21%
26%
22%
18%
24%
16%
47% 46%
47%
48%
45%
50% 36%
39%
15% 14% 15%
13%
22%
13%
33% 39%
16% 16% 17%
13% 11%
19%
7% 6%
EMEA France Germany Italy Switzerland UK Saudi Arabia UAE
No importance
Increased
No change
Decreased
-23 -26 -23 -24
-11
-26 +2 +17
THE DIGITAL FUTURE