Between 2010 and 2014, the proportion of Australian holiday-goers who booked their last trip on the internet rose from 39% to 45%, while those who booked in person or over the phone declined. Among the six Roy Morgan Technology Adoption Segments, Early Adopters led the way in online booking in 2014, with 56% of them using this method for their last trip (up from 51% in 2010).
Although the less digitally savvy segments — namely, Technophobes and Technology Traditionalists — were less likely to have booked their last holiday via the internet, the increase in those using this method over the past five years was proportionally greater than among the more “switched-on” segments.
In the 12 months to December 2010, just 28% of Technophobe travellers and 33% of Technology Traditionalists used the internet to book their last trip. By the end of 2014, 34% of the former and 40% of the latter were using this method, both having experienced increases of more than six percentage points.
Proportion of each Technology Adoption Segment that booked last holiday online: 2010 vs 2014
Source: Roy Morgan Single Source (Australia), January 2010-December 2010 (n=13,011) and January 2014–December 2014 (n=10,440).
For all Technology Adoption Segments, the internet is now well established as the most popular booking method, suggesting that even those travellers with an ambivalent relationship to digital technology have come to recognise its convenience in some areas of life.
Angela Smith, Group Account Director, Roy Morgan Research, says:
“The popularity of booking holidays online continues to grow, among holiday-goers of all technological persuasions. True to their name, Early Adopters took up this booking method before everyone else, followed closely by Professional Technology Mainstream and Older Technology Explorers.
“However, as the incidence of online booking among these segments stabilises, the less techy segments are starting to take it up with more enthusiasm, finally convinced of its ease and convenience.
“Meanwhile, bookings made over the phone and in person have decreased among all segments: the former more so than the latter. As we reported last year, travel agents remain popular with people booking overseas holidays.
“From the proliferation of tourism websites to global roaming costs, the ongoing impact of digital technology on the way we research, book and experience travel is far-reaching. An understanding of Roy Morgan’s Technology Adoption Segments can help tourism operators adapt, survive and thrive in this competitive industry.”
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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