Thursday, May 3rd, 2012 - Roy Morgan Research
According to the latest Roy Morgan Travel Agent Monitor for the twelve months to March 2012, 38% of Australians used a travel agent to help them choose their overseas holiday destination.
Other information sources that were used to help choose an overseas holiday destination include the Internet (35%), advice from friends or relatives (27%), having previously visited the destination (23%), travel or guide books such as Lonely Planet (15%), brochures (9%), and an airline (8%).

Information sources used to help choose overseas holiday destination*

Source: Roy Morgan Single Source, April 2011 – March 2012, sample size n=2,160. *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 despite the increasing use of the internet, travel agents are still playing a key role in assisting Australians to choose their overseas holiday itinerary.

“Word of mouth from friends and relatives is also an important influence on destination choice, which makes it imperative to monitor the views of ‘trusted advisors’– those people whose views on holidays are sought by their friends and/or family. For holiday travel 32% of the population are trusted advisors. Roy Morgan monitors the preferences of trusted advisors as an indication of future holiday hotspots and trends.”

A detailed Roy Morgan Profile of Trusted Advisors for Holidays is available, as well as a Profile of Information Seekers for Holidays.

The latest 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.

An extensive range of detailed Roy Morgan Travel & Tourism Reports or detailed profiles of Australians who would consider using brands of travel agent or tour operators are available.

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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.
Shaun Ellis
P: 03 9224 5332


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