Travelport Releases First Annual 2024 State of Modern Retailing Report

"Despite travel providers favoring direct-to-consumer connections, the sheer volume of options is overwhelming to travelers, making them less confident in their booking choices," said Jen Catto, Chief Marketing Officer at Travelport. "Our research found that instead of feeling excited after booking a trip, most travelers are left feeling anxious, wondering if they got the best deal. For the travel industry, this signals a growing need and opportunity for travel agencies. Their expertise in comparison shopping aids travelers in confidently booking the best option, based on their personal preferences."

KEY STUDY HIGHLIGHTS:

More Choice Leaves Travelers Feeling Overwhelmed

DTC (Direct to Consumer) Feels More Like Difficult to Compare

Amenities That Matter Most

International Insights

"Travel providers are continually refining and expanding their offerings to fit their customers unique needs and preferences," Catto added. "Prioritizing partnerships with agencies will ensure a truly personalized service to their travelers. That will make the shopping experience seamless for all."

For more information and to read the 2024 State of Modern Retailing report, please visit Travelport.com/difficult-to-compare.

Notes for Editors

About Travelport
Travelport is a global technology company that powers bookings for hundreds of thousands of travel suppliers worldwide. Buyers and sellers of travel are connected by the company's next generation marketplace, Travelport+, which simplifies how brands connect, upgrades how travel is sold, and enables modern digital retailing. Headquartered in the United Kingdom and operating in more than 165 countries around the world, Travelport is focused on driving innovation that simplifies the complex travel ecosystem.

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