1. ASTA Agency Sales & Revenue Trends
Comparison of Full Year 2012 with Full Year 2011
March 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 January 2013 asking them to compare their full year (FY)
2012 performance against their full year (FY) 2011 performance. Agencies specifically compared
their revenue, transaction volume, number of clients and sales per travel segment in 2012 to their
performance in 2011. Additionally, they were asked to estimate how profitable they were in 2012.
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3. Majority of Agencies Increased Revenue, Transactions and Number
of Clients in 2012 When Compared with 2011
Agency's FY 2012 Performance versus FY 2011 for Revenue, Transactions and Number of Clients
Decreased Decreased Decreased Increased Increased
Same
> 25% 10%-25% <10% <10% >10%
Revenue 3% 7% 14% 24% 30% 21%
Transactions 5% 6% 20% 23% 27% 20%
Number of Clients 4% 4% 18% 28% 28% 18%
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4. Large Percentage of Agencies Reported an Increase in Revenue,
Transactions and Number of Clients
Agency's FY 2012 Performance versus FY 2011 for Revenue, Transactions
and Number of Clients
60%
52%
50% 47% 47%
% Share of Responses
40%
30% 28%
30% 24% 24% 26%
23%
20%
10%
0%
Revenue Transactions Number of Clients
Decrease 24% 30% 26%
Same 24% 23% 28%
Increase 52% 47% 47%
Decrease Same Increase
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5. Corporate and Retail Leisure Agencies Performed Better than
Independent Agents When Comparing FY 2012 Increased Revenue to FY
2011
Comparison of Increased Revenue By Agency Type
Agency's FY 2012 Performance versus FY 2011
60%
54% 52%
52%
50% 45%
% Share of Responses
40%
30%
20%
10%
0%
Independent Agent Retail Leisure Corporate Agency
ALL Agencies
(incl. ICs) Agency (70%+) (70%+)
Revenue 52% 45% 54% 52%
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6. Independent Agents Have a Larger Gap between Increased Revenue and
Increased Number of Clients than the Other Two Agency Types
The gap between increased revenue and
increased clients may indicate some stress
within the independent agent business model.
Increased Revenue Compared to Increased Number of Clients
By Agency Type
60% 54%
50% 52% 52%
50% 45%
% Share of Responses
40% 37%
30%
20%
10%
0%
Independent Agent (incl. Retail Leisure Agency Corporate Agency
ICs) (70%+) (70%+)
Revenue 45% 54% 52%
Number of Clients 37% 50% 52%
Revenue Number of Clients
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7. All Eight Segments Performed Well in 2012 with Most Agencies
Saying Sales Were the Same or Increased Compared to 2011
Agency's FY 2012 Sales Performance versus FY 2011 Sales Performance By Travel Segment
Decrease Same Increase
Tour/ Group 17% 33% 51%
Insurance 13% 39% 48%
Cruise 21% 33% 45%
FIT 14% 43% 43%
Air 29% 43% 28%
Hotel 20% 55% 25%
Car Rental 26% 59% 15%
Rail 25% 64% 11%
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8. Agencies Reported the Largest Sales Increase for Tour/Group for
2012 when Compared to 2011
% of Agencies with Increased FY 2012 Sales
Compared to FY 2011 Sales by Travel Segment
0% 10% 20% 30% 40% 50% 60%
Tour/Group 51%
Insurance 48%
Cruise 46%
FIT 43%
Air 28%
Hotel 26%
Car rental 15%
Rail 11%
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9. Reported Increased Sales Varied Based on Agency Type
Comparison of Increased Sales by Agency-Type
FY 2012 compared to FY 2011
60%
56% 55%
51% 51%
50% 48%
45%
% Share of Responses
44%
40%
40% 37% 37%
30% 28% 28%
25% 26%
20%
20% 19%
10%
0%
Air Cruise Tour/ Group Hotel
ALL Agencies 28% 45% 51% 25%
Independent Agent (incl. ICs) 19% 37% 40% 20%
Retail Leisure Agency (70%+) 28% 51% 55% 26%
Corporate Agency (70%+) 56% 37% 44% 48%
ALL Agencies Independent Agent (incl. ICs) Retail Leisure Agency (70%+) Corporate Agency (70%+)
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10. Independent Agents Increased Sales of Insurance, Tour/Group and
FIT the Most Significantly
Independent Agents Sales by Segment
FY 2012 compared to FY 2011
80%
68%
70%
58% 57%
% Share of Responses
60%
52%
50% 45%
42% 40%
40% 42%
40% 41%
40% 37%
29% 30%
30%
20% 22% 22% 20% 21%
19% 19%
20% 13% 13% 11%
10%
0%
Insurance Tour/ Group FIT Cruise Hotel Air Car Rental Rail
Decrease 13% 20% 19% 22% 22% 29% 30% 21%
Same 42% 40% 42% 41% 58% 52% 57% 68%
Increase 45% 40% 40% 37% 20% 19% 13% 11%
Decrease Same 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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11. Most Increased Sales for the Tour/Group, Cruise, Insurance and FIT
Segments While Other Segments Mostly the Same for Retail Leisure
Agencies
Retail Leisure Agency Sales by Segment
FY 2012 compared to FY 2011
70%
64%
61%
60% 55% 55%
51% 50%
% Share of Responses
50% 45%
42% 43%
40% 38%
30% 29% 28%
30% 27% 26% 26% 26%
17% 20% 19%
20%
12% 13% 13%
10%
10%
0%
Tour/ Group Cruise Insurance FIT Air Hotel Car Rental Rail
Decrease 17% 20% 12% 13% 29% 19% 26% 26%
Same 27% 30% 38% 42% 43% 55% 61% 64%
Increase 55% 51% 50% 45% 28% 26% 13% 10%
Decrease Same Increase
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12. Air Sales Increased the Most in 2012 for Corporate Agencies
Corporate Agencies Sales by Segment
FY 2012 compared to FY 2011
80%
69%
70%
% Share of Responses
60% 56%
48%
50% 44%
41%
40% 33%
30% 22% 22% 22% 19%
20% 11% 12%
10%
0%
Air Hotel Car Rental Rail
Decrease 22% 11% 22% 19%
Same 22% 41% 44% 69%
Increase 56% 48% 33% 12%
Decrease Same Increase
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13. More Corporate Agencies Reported Profit in 2012 than Other
Agency Types
Agency Performance in 2012 Compared to 2011
70% 65%
60% 54% 54%
% Share of Responses
50% 47%
40%
30% 24%
22% 22%
18%
20% 14% 13% 15%
13% 12%
10% 8%
10% 8%
0%
Independent Agent Retail Leisure Corporate Agency
ALL Agencies
(incl. ICs) Agency (70%+) (70%+)
Realized profit 54% 47% 54% 65%
Broke even 22% 22% 24% 12%
Operated at a loss 14% 18% 13% 8%
Don't know yet / Unsure 10% 13% 8% 15%
Realized profit Broke even Operated at a loss Don't know yet / Unsure
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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 full-
time 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 January 2013. Of the 447 family members, 447
completed the survey. This reply level indicates a minimum of 95% confidence with an error rate +/-4%
representing the total ASTA agency membership. This is considered to be a strong 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.
14 © 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.
15 © ASTA 2013