TNS Gallup was commissioned by MATKA Nordic Travel Fair to survey how Finns feel about tailored travelling. Most Finns consider tailoring to denote trips organised to a certain degree by travel agencies. Nearly one third of the respondents feel that tailoring denotes a trip which is organised entirely by the travellers themselves. Reliable information to support decision-making can be found on the internet (67%) and at travel agencies (43%).  The internet provides plenty of information, but the strength of travel agencies lies in their know-how and personalised service. Doing research on the internet also makes it easier to book a trip with a travel agency.

Most Finns consider tailoring to denote trips organised to a certain degree by travel agencies. 38% of the respondents considered tailoring to mean planning a trip together with a travel agency, with the travel agency handling all the necessary reservations. One fifth (22%) of the respondents felt that in addition to booking a trip, a travel agency can provide additional services, such as car rental or tours at the destination. Similarly, around one fifth of the respondents (19%) consider tailoring to denote a package trip including additional services, such as breakfast or a better room, which improve the quality of the trip.

Nearly one third (29%) of the respondents feel that tailoring denotes a trip which is organised entirely by the travellers themselves. These travellers plan the trip and make all the necessary travel and hotel bookings by themselves directly with the transport companies or hotels.

Finns rely on the internet and travel agencies for information
The respondents were asked to name the three most reliable sources of information for decision-making during the planning of a trip. Finns find that the most reliable sources of information in terms of planning a tailored trip are the internet (67%), personal experiences (49%) and travel agencies (43%). One third of the respondents rely on information received from friends (39%) and travel agency brochures (35%). Social media (4%) and newspapers and periodicals (13%) were considered to be the least reliable sources of information.

The internet provides a vast amount of information which can be used to compare prices, destinations and hotels, for example. Internet users feel that they are able to find out about destinations without having to make a purchase and with more freedom to choose. The internet also contains reviews, comments and blogs written by other travellers. Doing research on the internet also makes it easier to book a trip with a travel agency.

The most significant motives for choosing travel agency services are their strong know-how and personalised service. Travel agents are experts who provide advice, consultation and recommendations. Travel agencies have extensive information on the destinations and can provide vital information on necessary arrangements for the trips, such as vaccinations and medication.

40% of respondents do their bookings online, and every fifth (20%) respondent indicated that the booking site varies according to the trip. Around one fifth (22%) of the respondents book their trips at a travel agency or through the travel agency’s website.

The destination determines the amount of services required as well as the budget for the services The respondents were asked how much they were prepared to pay for travel agency or consultation services in relation to the price of the trip. A classic beach holiday in the Canary Islands, a city holiday in Southern Europe or a culture holiday in Central Europe are usually handled without any special requirements, and the respondents indicated that they would be willing to pay 1-2% of the price of the trip for services. Finns are prepared to pay 1-4% of the price of the trip for the planning of a trip of several weeks to a long-distance destination. 16% of the respondents were prepared to pay 5-6%, and 8% were prepared to pay 9-10% of the price of the trip to a travel agency or a consult for the planning of a trip around the world.

If the travel agency or consult charged a fixed price of €60/hour for trip planning, tailoring and bookings, more than a fifth (22%) of the respondents would possibly use the service, while 3% were quite sure they would use the service.

24-hour availability and Connoisseur services top the Finnish wish list
The respondents (30%) were hoping to see 24-hour availability from the trip organiser for various queries, clarifications and needs. The new suggestion of a Connoisseur service was well received. Over one quarter of the respondents would welcome the services of a Connoisseur, who is usually a guide who knows the destination and speaks at least English. The guide can also provide services outside the tailored travel agency activities.  Childcare services, activities for children and restaurant recommendations as a mobile service were also on the wish list (9%).

Children have their say in the planning of a trip
According to 72% of those who travel with children, the children have a fairly significant or very significant impact on the type and destination of the trip as well as on activities and schedules during the trip. The children also have a significant influence on the selection of a hotel and its services.

Implementation of the survey
The survey was carried out by TNS Gallup, as commissioned by the Finnish Fair Corporation. An adequate sample of 1,132 people responded to the Gallup Forum survey during weeks 50-51 (mid to late December) of 2011. The margin of error for the survey results is +/- 3 percentage points.