Saturday, March 9th, 2013 - Roy Morgan Research

Almost one in ten Australians used Flight Centre to book leisure travel in the last 12 months, the latest Roy Morgan Travel Agent Monitor reveals.

In the 12 months to December 2012, 36.6% of Australians used a travel agent to book leisure travel in the previous year. Flight Centre maintained its longstanding lead, with 9.8% of Aussies choosing to book their holiday through the agency, which is also number one in New Zealand.

In second and third positions were the online-only agencies Wotif.com (6.9%) and Webjet.com.au (4.0%), followed by bricks-and-mortar travel agent Harvey World Travel, used by 2.5% of Australians to book leisure travel in the last 12 months.

A total of 34 travel agents are measured in the Roy Morgan Travel Agent Monitor.

Travel Agents used for leisure travel in the last 12 months


Source: Roy Morgan Single Source (Australia), January – December 2012, n = 21,539.

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

“Over the years Flight Centre has maintained its position as Australia’s leading travel agent. The agency has a very strong brand presence with 64% of Australians having heard of Flight Centre before, and 39% recently seeing or hearing some advertising for the brand.

“Other bricks-and-mortar travel agents such as Harvey World Travel, Jetset, and Travelworld haven’t fared so well and have gradually lost market share to online-only agencies such as Wotif.com and Webjet.com.au.

“With the increasing penetration of home computers and iPhones, the trend towards using the internet to book overseas holidays is likely to continue.

“Both bricks-and-mortar and online-only travel agents would do well to understand the demographics, attitudes and behavioural profile of their target market, so as to tailor appropriate messages that get them visiting their websites and/or retail outlets.”

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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.
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Keywords

Flight Centre, Travel agent

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