Wednesday, February 15th, 2012
After declining in popularity since 2007, travel agents have recently shown a slight increase as a channel for booking an overseas holiday. According to the latest Roy Morgan Travel Agents Monitor for the twelve months to December 2011, 55% of Australians used a travel agent to book their last overseas holiday or leisure trip, up from 53% in December 2010, but still well down on 68% in December 2007. The increase in use of travel agents has come at the expense of direct bookings of accommodation and bookings through airlines.
In the twelve months to December 2011, 31% of Australians used an airline to book their last overseas holiday or leisure trip, down from 33% in December 2010, but up from 25% in December 2007. 24% of overseas travellers booked their accommodation directly for the twelve months to December 2011, down slightly from its peak of 26% at December 2010, but still higher than 19% in December 2007.  Online only travel booking websites such as Wotif and Webjet have continued to increase in popularity, now at 12%, up from 7% in December 2007.

Booking channel used to book last overseas holiday/leisure trip*

Source: Roy Morgan Single Source, January 2007 – December 2011, annual sample size n=1,720.
*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 Australians taking long- or medium-haul overseas holidays to destinations such as Europe, the United States or the Middle East have recently increased their usage of travel agents when making a booking. Long-haul holidays usually require a more complex itinerary and people still need a travel agent to assist with their bookings. Conversely, those taking a holiday to a short haul destination such as Asia, New Zealand, or the South Pacific continue to move away from travel agents to book their holiday as they become more confident in booking their own flights and accommodation.

“The latest Roy Morgan State of Nation Report shows early signs of a move back to more caution in the Australian population. Whether the move back to travel agents is part of a larger shift occurring in the population or more of a reaction to recent airline disruption is important for all in the travel industry to understand and monitor.”


The detailed Roy Morgan Travel Agent Brand Health and Holiday Booking Trends Report. The 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.

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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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