In the twelve months to September 2011, 31% of Australians used an airline to book their last overseas holiday or leisure trip, down from 33% in December 2010, but up from 24% in June 2007. 24% of overseas travellers booked their accommodation directly for the twelve months to September 2011, down slightly from its peak of 26% at December 2010, but still higher than 18% in June 2007. Online only travel booking websites such as Wotif and Webjet have continued to increase in popularity, now at 12%, up from 6% in June 2007.
Booking channel used to book last overseas holiday/leisure trip*
Source: Roy Morgan Single Source, July 2006 – September 2011, 12 monthly moving average, annual sample size n=1,828 *Respondents are able to choose multiple responses.
Jane Ianniello, Roy Morgan Research International Director of Tourism, Travel & Leisure, says:
“The Roy Morgan Travel Agent Monitor shows that Australians taking long- or medium-haul overseas holidays to destinations such as Europe, the United States or the Middle East have recently increased their usage of travel agents when making a booking. Long-haul holidays usually require a more complex itinerary and people still need a travel agent to assist with their bookings. Conversely, those taking a holiday to a short haul destination such as Asia, New Zealand, or the South Pacific continue to move away from travel agents to book their holiday as they become more confident in booking their own flights and accommodation.”
The detailed 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.
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. 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.
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