Plan-it Marketing

Challenge: Questex Media's travel division which produces Travel Agent magazine, among other travel publications, wanted to better understand leisure travel agents. We needed to ensure that the magazine could meet their long-term needs.

Objective: To understand the mindset of travel agents, trends in the travel business, and attitudes toward available tools and resources. Ultimately, Plan-it wanted to determine how Questex could best meet the needs of leisure travel agents.

Method: A qualitative exploratory study of small discussion groups among varying targets of travel agents.

Results: Plan-it made recommendations to improve Travel Agent magazine, including content and design suggestions to facilitate use of and interest in the publication. Plan-it also provided guidance for a redesigned web site, strengthening the relationship between online and print, as the site became an exclusive, subscription-based resource for travel agents.