Survey: Agents lagging in growing faith-based travel market (Source: Travel Weekly)

Article by Michelle Baran

Below are several excerpts from the article, however, click here to read the full story:

+ The religious travel market is once again growing, but a recent survey reveals that travel agents continue to hold a smaller share of the market than other competing venues, especially churches.
Likely Venues For Future Religious Vacations
+ The 2011 results showed that of potential religious travelers, 47% are likely to book directly through their church, 38% online, 35% through a travel agent and 28% directly through a tour operator. Of past religious travelers, 52% said they were likely to make future bookings through their church, 34% would likely book directly through an operator, 33% would book online and 30% would book through an agent.

+ In 2007, three years after Globus launched its religious travel division, the outlook for the faith-based travel market was very hopeful, with travel companies, religious organizations and the media reporting it had great potential. That same year, the World Religious Travel Association (WRTA) was launched, adding to the segment's perceived potential.


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