Monday, September 26th, 2011 - Roy Morgan Research

According to the latest Roy Morgan Travel Agents Monitor, the number of Australians visiting travel agent websites (e.g. & has increased over the past year (3.3 million for the twelve months to June 2011 up from 3.0 million for the twelve months to June 2010). By contrast, airline website visitation has remained unchanged over the past year at 3.0 million.

Although its visitation has declined over the past twelve months, remains the most popular website for the twelve months to June 2011, with 8.5% visiting it in the last four weeks. is second most popular at 8.1% for the twelve months to June 2011, and third at 7.7%. Visitation to both and has declined over the past fifteen months, and for visitation is now lower than it was in June 2008.

7.1% visited in the last four weeks, up from 5.5% in the twelve months to June 2008. showed strong growth, with 6.8% visiting the site in the last four weeks in June 2011, up from 4.4% in June 2008. has also done well, with 6.6% visiting the site in the last four weeks in June 2011, up from 5.5% in June 2008.

Top 10 travel websites visited in last 4 weeks*

Source: Roy Morgan Single Source, July 2007 – June 2011, 12 monthly moving average, average annual sample size n=19,453. *Respondents are able to choose multiple responses. The chart shows the top 10 travel website from a list of 32.

Jane Ianniello, Roy Morgan Research International Director of Tourism, Travel & Leisure, says:

“The Roy Morgan Travel Agent Monitor shows that Australians are increasingly visiting travel agent and travel booking websites such as, and to compare prices of different flights and accommodation. Industry sources claim some people are only using these intermediaries to locate the cheapest flights, and then go on to book directly with the airlines; as a result direct airline bookings are still solid (representing 59% of leisure air travellers booking via the internet).

“In an attempt to encourage customers to purchase before leaving their website, Qantas has recently made a pledge to match prices of any retailer selling Qantas flights.”

The Roy Morgan Travel Agent Brand Health and Holiday Booking Trends Report examines how travel agents are performing relative to their competitors. It also shows how the internet has changed the way Australians are booking their holiday and leisure travel. This report is available as a whole or in sections.

An extensive range of Travel & Tourism Reports or detailed profiles of Australian Holidaymakers is available.

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Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.

Vaishali Nagaratnam
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