ASTA surveyed ASTA agency members in June-July 2013 asking them to compare their 1st Half 2013 performance against their 1st Half 2012 performance. Agencies specifically compared their revenue, transaction volume, number of clients and sales per travel segment in the 1st Half of 2013 to their performance in 2012. Additionally, they were asked to forecast how profitable they will be in 2013 and 2014.

1. ASTA Agency Sales & Revenue Trends
Comparison of Half Year 2013 with Half Year 2012
August 2013
NOTICE TO USERS OF THIS INFORMATION: Copyright © 2013 American Society of Travel Agents (ASTA). All rights reserved.

2. Introduction
ASTA surveyed ASTA agency members in June-July 2013 asking them to compare their 1st Half 2013
performance against their 1st Half 2012 performance. Agencies specifically compared their revenue,
transaction volume, number of clients and sales per travel segment in the 1st Half of 2013 to their
performance in 2012. Additionally, they were asked to forecast how profitable they will be in 2013
and 2014.
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© ASTA 2013

3. Many Travel Agencies Report Increase in Revenue, Transactions
and Number of Clients
% Share of Responses
Agency's 1st Half 2013 Compared to 1st Half 2012 for Revenue,
Transactions and Number of Clients
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Total Decrease
Same
Total Increase
47%
46%
46%
34%
32%
28%
22%
27%
19%
Revenue
32%
22%
46%
Transactions
34%
19%
47%
Total Decrease
Same
3
Number of Clients
28%
27%
46%
Total Increase
© ASTA 2013

4. Nearly One Fourth Report a Revenue Increase of 10% or Greater
Agency's 1st Half 2013 Compared to 1st Half 2012 for Revenue, Transactions and Number of Clients
Decreased > Decreased
25%
10%-25%
Decreased
<10%
Same
Increased Increased
<10%
>10%
Revenue
6%
9%
16%
22%
23%
23%
Transactions
5%
9%
20%
19%
28%
19%
Number of Clients
4%
9%
15%
27%
32%
14%
Source: ASTA's 2013 Financial Benchmarking survey using the ASTA Research Family, a panel of ASTA agencies
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© ASTA 2013

5. Corporate and Leisure Agencies Show Stronger Revenue Growth
than Independent Agents
Comparison of Total Increased Revenue By Agency Type
Agency's 1st Half 2013 Performance to 1st Half 2012
% Share of Responses
60%
50%
52%
56%
46%
40%
33%
30%
20%
10%
0%
ALL Agencies
Revenue
46%
Independent Agent
(incl. ICs)
33%
5
Retail Leisure
Agency (70%+)
52%
Corporate Agency
(70%+)
56%
© ASTA 2013

6. All Major Industry Sectors Performed Well
Agency's 1st Half 2013 Sales Performance Compared to 1st Half 2012 By Travel Segment
Decreased > Decreased
25%
10%-25%
Decreased
<10%
Same
Increased Increased
<10%
>10%
Air
6%
8%
19%
40%
17%
11%
Cruise
6%
11%
11%
29%
22%
21%
Tour/ Group
7%
8%
15%
28%
24%
19%
Hotel
4%
6%
13%
42%
22%
13%
Car Rental
6%
6%
14%
58%
11%
4%
Rail
8%
5%
9%
60%
9%
8%
Insurance
5%
4%
9%
38%
27%
18%
FIT
3%
3%
10%
42%
29%
13%
Source: ASTA's 2013 Financial Benchmarking survey using the ASTA Research Family, a panel of ASTA agencies
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© ASTA 2013

7. Travel Insurance Sale Exhibits Greatest Growth
% of Agencies with Total Increased 1st Half 2013 Sales Compared to 1st Half 2012 by Travel
Segment
0%
10%
20%
30%
40%
50%
45%
Insurance
Cruise
43%
Tour/ Group
43%
FIT
42%
Hotel
34%
Air
Rail
Car Rental
28%
17%
16%
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© ASTA 2013

8. Sector Sales Performance Varies by Agency Type
Comparison of Total Increased Sales by Agency-Type 1st Half 2013 Compared to 1st Half 2012
ALL Agencies
Air
Cruise
Tour/ Group
Hotel
Car Rental
Rail
Insurance
FIT
Independent
Agent (incl. ICs)
Retail Leisure
Agency (70%+)
Corporate
Agency (70%+)
28%
43%
43%
34%
16%
17%
45%
42%
14%
26%
31%
25%
6%
7%
34%
27%
30%
50%
47%
37%
16%
21%
49%
47%
65%
na
na
33%
28%
19%
18%
na
Source: ASTA's 2013 Financial Benchmarking survey using the ASTA Research Family, a panel of ASTA agencies
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© ASTA 2013

9. Independent Agents Significantly Increased Sales of Insurance and
Tour/Group Products
Independent Agents Sales by Segment
1st Half 2013 Compared to 1st Half 2012
% Share of Responses
70%
62%
60%
50%
30%
48%
43%
40%
34%
50%
35%
34%
31%
23%
38%
36%
24%
27%
26%
42%
33%
36%
20%
14%
10%
0%
Insurance
Total Decrease
Same
Total Increase
23%
43%
34%
Tour/
Group
34%
35%
31%
37%
31%
25%
7%
FIT
Cruise
Hotel
Air
Rail
24%
48%
27%
38%
36%
26%
33%
42%
25%
36%
50%
14%
31%
62%
7%
Total Decrease
Same
56%
6%
Car
Rental
37%
56%
6%
Total Increase
Note: Independent Agents includes Owner-Agents, Independent Contractors (ICs), and Hosted Agents. They do not have employees
or ICs. Al Agents with employees or ICs are included in Retail Leisure.
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© ASTA 2013

10. Half of Retail Leisure Agencies Increased Sales for Cruise and
Insurance
Retail Leisure Agency Sales by Segment
1st Half 2013 Compared to 1st Half 2012
70%
% Share of Responses
60%
50%
58%
50%
40%
30%
49%
33%
26%
24%
47%
43%
37%
40%
30% 30%
28%
24%
21% 21%
20%
18%
20%
47%
41%
57%
12%
26%
16%
10%
0%
Cruise
Total Decrease
Same
Total Increase
Insurance
26%
24%
50%
18%
33%
49%
Tour/
Group
28%
24%
47%
FIT
Air
Rail
12%
41%
47%
Total Decrease
Hotel
20%
43%
37%
30%
40%
30%
21%
58%
21%
Same
10
Car
Rental
26%
57%
16%
Total Increase
© ASTA 2013

11. Corporate Agencies Increase Air Sales
Corporate Agencies Sales by Segment
1st Half 2013 Compared to 1st Half 2012
70%
65%
63%
% Share of Responses
60%
50%
50%
39%
40%
30%
20%
28%
24%
33%
22%
28%
19%
19%
12%
10%
0%
Total Decrease
Same
Total Increase
Air
24%
12%
65%
Hotel
28%
39%
33%
Total Decrease
Same
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Car Rental
22%
50%
28%
Rail
19%
63%
19%
Total Increase
© ASTA 2013

12. Percentage of Those Reporting Increased Sales Slows as Agency
Sales Normalize Post-Slowdown
Comparison of Reported Total Increased Sales for Half Year Between 2009 and 2013
1st half
2009/1st Half
2008
Revenue
Transactions
Number of Clients
1st half
2010/1st Half
2009
1st half
2011/1st Half
2010
1st half
2012/1st Half
2011
1st half
2013/1st Half
2012
12%
12%
11%
47%
45%
38%
53%
48%
43%
50%
47%
43%
46%
47%
46%
Comparison of Reported Same Sales for Half Year Between 2009 and 2013
1st half
2009/1st Half
2008
Revenue
Transactions
Number of Clients
1st half
2010/1st Half
2009
1st half
2011/1st Half
2010
1st half
2012/1st Half
2011
1st half
2013/1st Half
2012
15%
15%
25%
16%
19%
32%
20%
24%
32%
22%
24%
32%
The amount of decrease
or increase in sales is
obviously affected by
the relative strength or
weakness of the
previous year. As the
market normalizes postslowdown the amount
of “Same” increases.
22%
19%
27%
Comparison of Reported Total Decreased Sales for Half Year Between 2009 and 2013
1st half
2009/1st Half
2008
1st half
2010/1st Half
2009
1st half
2011/1st Half
2010
1st half
2012/1st Half
2011
1st half
2013/1st Half
2012
Revenue
73%
36%
27%
28%
32%
Transactions
73%
36%
28%
29%
34%
Number of Clients
64%
29%
26%
24%
28%
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Source: ASTA's Financial
Benchmarking surveys using
the ASTA Research Family, a
panel of ASTA agencies
© ASTA 2013

13. Despite Growth, Agencies Project 2013 Profits to be on par with
2012, while Stronger Profits Projected in 2014
Projected 2013 and Forecasted 2014 Profits Compared to 2012-2007
(profits measured as a percentage of total revenue)
Year
Average
%
Median
%
Mode
%
2007
2008
2009
2010
2011
2012r
2013p
2014f
8%
8%
7%
6%
7%
8%
8%
9%
10%
10%
5%
5%
5%
5%
5%
10%
10%
10%
0%
5%
5%
5%
5%
5%
It seems most agencies do not expect
the stronger revenue and sales in 2013
to increase profits. Perhaps they are
seeing a rise in costs. For leisure
agencies lower cruise pricing may be
affecting their commission revenue.
Note: r=revised, p = projected, f = forecast
Source: ASTA's Financial Benchmarking Surveys using the ASTA Research
Family, a panel of ASTA agencies
Projected 2013 and Forecasted 2014 Profits Compared to 2012 by Agency Type
(profits measured as a percentage of total revenue)
ALL Agencies
2012r
2013p
2014f
8%
8%
9%
Independent Retail Leisure
Corporate
Agent (incl. ICs) Agency (70%+) Agency (70%+)
7%
8%
7%
7%
8%
5%
9%
9%
6%
Note: r=revised, p = projected, f = forecast
Source: ASTA's 2013 Financial Benchmarking Survey using the ASTA Research Family, a panel of ASTA agencies
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© ASTA 2013

14. Survey Background
Survey data was collected through the 2013 ASTA Research Family. The ASTA Research Family is comprised of a
representative sample of ASTA member travel agency owners and managers. The Research Family reflects ASTA
members in key agency demographics including sales volume, leisure/business mix, number of part-time and fulltime employees and geographic location. Members were recruited randomly and were contracted to complete a
survey every five to six weeks from January 2013 through October 2013. The Family’s size varies from survey to
survey due to non-response, agency closings, mergers, and changes in membership status, but is designed to yield
a response representative of all ASTA agency members.
The survey data was collected online via surveygizmo.com in June and July 2013. Of the 447 family members, 232
completed the survey. This reply level indicates a minimum of 95% confidence with an error rate +/-5.5%
representing the total ASTA agency membership. This is considered to be a good sample with reliable results.
Please note: All tables and data in this report are sourced directly from ASTA’s Agency Profile survey unless otherwise indicated.
Contact Melissa Teates, Director of Research at ASTA, at mteates@asta.org if you have any questions.
This report is available for download free on ASTA’s Research Page.
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© ASTA 2013

15. ASTA Research Program
More information on ASTA Reports can be found
on the Research Papers page. Reports can also
be purchased in the ASTA Store.
Travel Agency Benchmarking Series:
ASTA Agency Profile - Demographics of ASTA members including sales and type of agents.
Financial Benchmarking Report - Benchmarking data on sales, revenue sources, revenue by type of travel, and operational expenses are the
focus of this report.
GDS Report - Trends on GDS usage, contract lengths, contract negotiations, and incentives/penalties are covered. Also, includes information
on non-GDS users.
Labor and Compensation Report - Detailed data on compensation by region and agency size and type. Benefits offered, turnover rates, and
hiring practices are also included in this report.
Marketing & Customer Retention Report - Marketing practices and client relationships are analyzed in this report. Topics included are lead
generation and client turn-over.
Service Fee Report - Includes survey data on average service fees by travel type, service fee policies, service fee collections and service fee
revenue. Consulting fees are also covered.
Supplier-Travel Agent Relationship Marketing Report - Preferred supplier relationships, booking channels used, and effectiveness of
incentive programs are analyzed.
Technology and Web Usage Report - The business practices of agencies related to internet usage, technology usage, agency Web site, and
online booking are covered.
Other Research Available:
2009 Packaged Travel Landscape 2006-2010 - This study sizes the total market, analyzes the structure of the tour operator industry, and
maps key product and distribution trends. Tactics for better cooperation between tour operators and travel agents are also covered.
Independent Agent Report - Basic operational data for independent agents including host agency usage, commission splits, sales, and
revenue are covered in this report.
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© ASTA 2013