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 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.
P: 03 9224 5332