Travel agencies optimistic

Posted: Feb. 3, 2010

It may be the shortest month on the calendar, but February always seems to linger far too long in the minds of many residents held captive between vacillating gray skies or snow and freezing temperatures. For many, there is only one solution: a vacation.

Local travel agencies count on the Wisconsin weather to spur business.

According to information from a report issued by Travel Leaders, an umbrella company that includes locations in Delafield, Menomonee Falls, Oconomowoc and Waukesha, to name a few, specific travel trends emerge among local vacationers. The top five choices when it comes to international travel include a Caribbean cruise, the Riviera Maya in Mexico, Punta Cana in the Dominican Republic, Cancun and Puerto Vallarta in Mexico.

The report also included a survey, which, despite a slumping economy, revealed that 75.8 percent of agency owners expressed an optimistic outlook for business in 2010.

That positive attitude is reflective of the 62.2 percent of owners who say that bookings to date are at, or higher than, figures in 2009 for the same period.

"Overall bookings are starting to trend higher, optimism is definitely on the rise, and a significant number of leisure travelers are taking advantage of current hotel prices and 'trading up' to more luxurious accommodations - which are all good signs as we head into 2010," said Roger Block, president of Travel Leaders Franchise Group.

According to the professionals polled in the report, the average length of the leisure trips they're booking are six to seven days.

Annette Youngbauer, president of Journeys Travel Group, with offices located in Delafield and Oconomowoc, said she has observed a small increase in business this early into the New Year.

"We have seen an uptick in bookings. Part of that is due to the weather in this part of the country and also is due, I think, to consumer confidence. I also think there's a pent-up demand. Americans really look at vacations as a need, not a luxury. So, if they did without it last year," they're going to make sure to take it this year, she said.

To that end, clients seek the warmer climates.

"We're still seeing Mexico as very, very popular destination, as well as Jamaica. Hawaii was down, but is coming back. We're also seeing a lot of travel to Europe; that's a trend that started in the latter part of 2008. I'm finding that baby boomers are looking for a different kind of experience," Youngbauer said.

Where that particular demographic used to be interested in more relaxing vacations on the beach, now that population is more focused on learning about an area, or having some sort of adventure on their trip, she added.

Some vacations have held strong in their appeal to travelers.

"Cruising is very popular. We're seeing as much demand as we have for the last few years," Youngbauer said.

The bounce back in business has been gentle, the agency owner explained.

"It's kind of hard to say anything is up, because it was so down in 2009," she explained.

Gayle Zielke, owner of First Choice Travel in the Pewaukee/Waukesha area, said this time of year sends people packing.

"As soon as you hit Jan. 1, the phones start ringing off the wall. Every January we're always very busy," said Zielke.

The 20-year-old business specializes in honeymoons and destination weddings and said the Riviera Maya, about 40 minutes outside of Cancun, is a top choice for their clients.

"It's the spot everyone goes to and says they would return to," she noted.

Zielke said the all-inclusive resorts in the area are a lure, and the location offers tours of the Mayan ruins, ecology parks, scuba diving and snorkeling and other adventures.

"People from Wisconsin are pretty active. They don't just want to sit on the beach," she said.

Hawaii is another popular destination for people who want to travel without passports. Jamaica and Punta Cana are other sought-after locations, which, as an added attraction, have direct charter flights out of Milwaukee.

Zielke said a combination of consumer assurance and weather may be responsible for the boost in business.

"I believe people are more confident. Bookings for 2010 are up already, but a lot of that could be due to all the snow we've gotten," she added.

Marsha Gensler, owner of MDG Travel in Genesee, said more people seem to be interested in travel this year, but are not booking yet.

Popular destinations, she said, continue to be Riviera Maya, the Caribbean, Punta Cana and Jamaica.

"Mexico is probably the place most people want to go," she said.

"That hasn't changed. Mexico has always been kind of the hot spot," Gensler noted.

With the instant availability of information online and Web sites that offer everything from discount hotels and airfare rates, is technology replacing the services of a travel agency?

"No, actually," said Youngbauer.

"I think you'll find most brick-and-mortar agencies will agree. Our customers come in now better prepared, better educated and aware, but they still want to talk to a human if there's a problem. We're here, we're a local company and have been here since 1976," she said.

Youngbauer said travelers may lean toward booking on the Internet if they are looking for a quick plane ticket, but consumers are cautious.

"If it's an important trip for you, you want to go to a professional. You don't cut your own hair or do your own pedicure. You might pay someone to mow your lawn. When you're spending that kind of money, why wouldn't you rely on a professional?" she asked.

"Almost always our prices are as good, or better, than what's available on the Internet. We have prices available through key vendors that are not advertised," she said.

Youngbauer also offered this advice: "The most important thing is that anyone can find a price, but not everyone can determine value. You need to go to a professional to determine the best value."

Zielke agreed, saying the Internet has not adversely affected her business.

"Our customers are more informed, but they don't want to book on the Internet. If something is a scam, or there's a problem with the booking, what do you do?

"People pick up a lot of knowledge on the Internet. They get an idea, and then they come book with us. They can come knock on our door with any questions or problems," she added.

Consumers are searching the Web for ideas and price guidelines, but then turn to people in the know, Gensler said.

"A lot of people do their initial research on the Internet, then call and ask questions. Some people will still book on the Internet because they feel they're getting better prices," she said.

"But they don't have the inclusions we offer, the perks we are allowed to give our clients," she said, citing transfer fees as one example.

"In essence, it could end up costing more than if they went through a trusted travel agent," Gensler explained.