Travel Agent Insights Driving Growth for a Global Airline

Industry: Travel & Tourism

Client Background

Our client, a premier international airline, is renowned for its world-class in-flight luxury, expansive global route network covering over 100 destinations, and a fleet of state-of-the-art aircraft. With a strong reputation for providing seamless travel

Business Objectives

Although digital booking platforms have grown rapidly, travel agents remain a vital channel for customer acquisition, especially in promoting premium routes, special fares, and niche travel experiences. The airline sought to gain deeper insights into travel agents’ challenges, preferences, and expectations to strengthen partnerships and enhance engagement.

Key objectives included:

Identifying critical challenges and unmet needs faced by travel agents while working with the airline.
Understanding how agents perceive the airline’s value proposition versus competitors.
Exploring preferred communication channels and desired levels of support.
Evaluating the role of incentives, rewards, and training in motivating agents to prioritize the airline’s offerings.

Our Approach

HBG^TM Insights designed a comprehensive primary research study using in-depth qualitative interviews. The study included a diverse mix of independent agents, agents from large and small agencies, and those specializing in leisure, business, and luxury travel segments.

Our approach uncovered:

Key Pain Points: Commission structures, access to timely information, complex itineraries, and technology-related barriers.
Perception of Value: Factors such as pricing, reliability, customer service, route flexibility, and in-flight amenities shaped agents’ choice between full-service and low-cost carriers.
Communication Preferences: How agents prefer to interact with airlines and the kind of support that strengthens long-term collaboration.
Incentive Models: Insights into which bonuses, reward programs, and familiarization trips motivate agents to actively promote specific routes and destinations.
Support Expectations: The importance of ongoing training, dedicated service teams, fast response times, and exclusive promotional opportunities.

Secondary Research

Reviewed company annual reports, industry news, press releases, and trusted web sources.
Analyzed pricing trends, competitor moves, and recent developments in the online food delivery ecosystem.
Benchmarked leading platforms on product offerings, delivery efficiency, and customer engagement.

Geographic Coverage

The research was conducted across multiple international markets, ensuring regional diversity and a balanced perspective.

Research Conducted Across: United States, Canada, Germany, France, and the United Kingdom

Key outcomes included:

The study delivered actionable insights that empowered the airline to:

Resolve Need Gaps: Address travel agents’ operational challenges with improved tools and resources.
Refine Value Proposition: Position their offerings more effectively in line with agents’ and travelers’ expectations.
Enhance Communication: Develop structured, multi-channel engagement strategies that improve responsiveness and build stronger partnerships.
Boost Agent Motivation: Design compelling incentive programs that increase agent loyalty and drive higher sales of the airline’s routes.

Impact

By leveraging HBG^TM Insights’ expertise, the airline was able to strengthen its agent network, optimize partner support systems, and improve overall market competitiveness. The tailored recommendations not only enhanced existing partnerships but also unlocked new growth opportunities in both established and emerging markets.

About The Author

Ankur Malhotra Vice President – Business Intelligence

Ankur is a research and knowledge leader with 20+ years of experience in business and financial research, serving clients across investment banking, consulting, accounting, and advisory. He has expertise in establishing global knowledge centers, delivering business intelligence solutions, and driving thought leadership. Before joining HBG^TM Insights, Ankur worked with Forvis Mazars, Korn Ferry, and was part of the founding team of Acuity Knowledge Partners. He is a CFA charterholder from ICFAI, Hyderabad, and a graduate of Delhi University.

Know More