More Australians are sidestepping bricks-and-mortar travel agents and booking their overseas holidays online, the Roy Morgan Holiday Tracking Survey shows.
For the twelve months to November 2012, 58% of overseas travellers booked on the internet, up from 36% in June 2007.
The increase corresponds to a decline in how many book in person – down 20% points over the same period to 37%. Booking by phone has also declined, from 28% to 20%.
Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:
“Traditional bricks-and-mortar travel agents are losing popularity as more Australians use the internet to book their overseas holiday. However, some travel agents, such as Flight Centre, have maintained their brand strength and relevance by developing a strong web presence.
“With increasing penetration of home computers the trend towards online travel bookings is likely to continue. In addition, a small but growing percentage of overseas holidaymakers (3%) are using their mobile phone to book.
“It is important for travel agents and airlines to understand the demographics, attitudes and behavioural profile of their target market, so as to tailor appropriate messages that motivate them to book a holiday.”
Roy Morgan Research
Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.
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