ATEC warns of distribution complexities

ATEC warns of distribution complexities
By admin


Tourism operators must become adaptable, using both digital and traditional channels in order to engage and connect with consumers, the Australian Tourism Export Council has warned.

The comments came as Tourism Australia issued a report into the international distribution of tourism product, designed to enlighten the trade on how international consumers are booking their Australian holidays.

ATEC managing director Felicia Mariani advised operators to be aware of the “complexity” of the distribution landscape when attempting to engage global consumers.

She also suggested the connections should be made at all stages of the holiday planning process – “dreaming, planning and booking”.

“The outcomes of this report substantiate what ATEC has been saying for some time – that distribution channels for tourism span the spectrum from traditional to digital and we have not seen the projected mass migration to all distribution occurring on digital platforms,” Mariani said.

 

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