2011 Financial Benchmarking Report

Additional Information

ASTA conducted this financial benchmarking survey to assist travel agencies in benchmarking their financial performance. The information can be used to pinpoint areas of excellence and areas where improvement opportunities exist.

  Survey data was collected through the 2011 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 of the Research Family were recruited randomly and were contracted to complete at least seven out of nine surveys every four to five weeks from January 2011 through October 2011. 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. References to (travel) agencies in this report pertain to ASTA member agencies only.

  The survey data was collected online via www.surveygizmo.com in June 2011. 279 of the 472 family members 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.