Q&A: How agents can leverage new Expedia insights
On the back of the latest data haul from Expedia on booking patterns, Travel Weekly sat down and had a tête-à-tête with Expedia expert Drew Bowering.
Expedia’s data looked at where travellers are heading, when they’re going and what their lead times are, in some exclusive Expedia research that examined hotel booking data.
The data was drawn from a diverse range of travellers from more than 75 countries, with more than 600 million site visits per month, over 2016.
TW: How can travel agents in Australia leverage these insights?
DB: Any travel provider – whether that’s a hotelier or a travel agent – can use these insights to shape and refine their strategy for the year to come, and to drive revenue growth by targeting travelers from specific inbound markets at the right time throughout the year.
Strategic planning is essential for travel operators and hotels to capture more of the demand they want from around the world, and they can use Expedia’s data insights from 75 countries to understand the ebbs and flow of travelers from big markets like the US, UK, Hong Kong, Japan and New Zealand throughout the year.
We want to share this data to equip our partners with the insights to strategically manage dynamic demand throughout the year from various markets, which can have a big impact on their bottom line.
TW: Which statistics were you most surprised by?
DB: We were pleasantly surprised to see such explosive growth in cities and towns in regional areas – for example, a 120 per cent increase in American travellers visiting Newcastle and Launceston.
I was particularly happy to see these figures, as they demonstrate that Expedia is bringing in international travellers with money to spend, and we’re encouraging them to head off the beaten track and explore the beautiful regional areas Australia has to offer outside of the big cities of Sydney, Melbourne, Brisbane and Perth.
We’re pleased to provide great news for travel providers in regional centres, as visitors from the US are valuable travellers with the highest average daily spend.
We’re committed to supporting hoteliers and other operators in regional and rural areas, and a big part of our market strategy is focused on ensuring high-value travellers are coming to Australia in droves, and moving past the gateway cities into the rest of the country.
We were also interested to see that New Zealand travellers followed the same pattern of being a bit more adventurous and heading off to spots like Townsville, which saw a boom of over 110% growth in Kiwi visitors. Likewise, Hong Kong-based visitors to Hobart grew by 70 per cent.
It’s great to see visitors from these big inbound markets increasingly seeking travel experiences all over the country, and we want them to keep exploring some of Australia’s lesser-known destinations.
TW: What trend reinforced your anecdotal perspective of travel patterns?
DB: Definitely the big influx of Brits during Australia’s beautiful summer! They’re clearly looking forward to their Aussie holidays, booking more than two months out on average, rarely cancelling, and taking the longest trips. They’re also out here for a good time, based on their high average daily room rate – second only to the US.
Hotels and travel providers should factor all this in when aiming to capture more of the UK market, and should bear in mind that Brits are high-value travellers and love a package deal.
TW: Would this data contradict this? Should hoteliers aim instead for the American market? Or would the China influx be represented by the Hong Kong figures?
DB: Hoteliers should look to target visitors from a range of markets, including the US and China, to ensure they attract diverse travellers that can deliver global demand throughout the whole year.
Latest News
Travel Weekly announces a new team to helm Australia’s No.1 travel trade title
Some shameless self-promotion from us, but we thought you needed to know who's bringing you the news.
IHG reveals plans for Brisbane’s first Kimpton in 2028
Just another reason to book that trip to Brisvegas. But don't jump the gun, it's not open until 2028.
Cruiseabout’s first store in five years opens in Perth
Perth gets a break from being behind the rest of the country with the addition of the first Cruiseabout store.
ATAS complaints process acknowledges non-economic loss
A High Court case win over 'disappointment and distress' on a cruise gone wrong prompts ATIA complaints change.
Cunard previews new Queen Anne
Yep, this one does exactly what it says on the tin.
Bunnik Tours unveils latest expansion to Iceland
Just as the Icelandic vikings did many years ago, Bunnik is expanding into new territories.
Australia’s first glamping retreat turns 25
25th anniversary gifts usually come in silver. Ours comes in the way of a news story.
Embrace the journey: Traversing the world with the Shokz OpenRun
If you’ve been on the wrong side of a final call in the airport, or missed the stop on rail journey, it might be time to invest in a pair of Shokz OpenRun headphones. Originally marketed as headphones for fitness fanatics, runners or cyclists with a keen to steer clear of a prang with a car, […]
Tourism Western Australia MD Carolyn Turnbull departs
Turnbull hints her new role will see her staying in the tourism and hospitality industry and who can blame her?
DriveAway launches Brit-Euro Blitz campaign
If agents can put the foot down quick enough and get involved, there are some great prizes to be won.
Fly and Stay Free with the Great Southern
Unlike those dodgy scam phone calls you're getting more and more of, there's no strings attached to this deal.
Sober travel and TikTok guide Australian Gen Z trips
Can you call it a sober holiday if you enjoy a few glasses of red on the flight? We think yes.
Travel DAZE Exec Agenda REVEALED: top execs to speak on airline competition
As the industry reels from Bonza's implosion, it is more important than ever to ask the big questions.
TTC: Deals are driving up demand for September trips
The latest market research from TTC Tour Brands shows interest in international leisure travel remains high for 2024, with 77 per cent of Australians over 18 still planning trips this year. Notably, 28 per cent of those travellers are eyeing September for their journeys. Europe continues to be the most popular destination, with 68 per […]
Skroo says Rex will need deep pockets to fill lost Bonza slots
The door is open for Rex, and anyone else who wants to launch a regional Aussie airline...
Sno’n’Ski Holidays unveils 2025 mega famil to Colorado!
Let the games begin - this is certainly not a famil that you will want to miss!
Walk Japan launches Kyoto: Mountains to the sea walking tour
There are two types of people, one who enjoys walking on holiday and another who enjoys sipping Mojitos by the pool.
Which destination had a 48% boost in bookings following 10 MILLION TikTok views?
Here's a clue: it's not Malabar Beach.
Asher Telford appointed General Manager of SeaLink Whitsundays
Telford has plenty of reasons to smile after SeaLink doubles down and makes him GM after buying his tourism operation.
Qantas ‘working urgently’ to fix app data leak
Qantas is looking into customer reports that passengers have this morning been able to access other passengers’ personal information on the airlines app. X user Lachlan posted that he was able log into different accounts every time he opened the app. My @Qantas app logs me in to a different person each time I open […]
Hilton Expands Presence in North Queensland with the signing of Hilton Garden Inn Townsville
Heading to a North Queensland Cowboys clash? Hilton Garden Inn Townsville is set to open, but not until 2026.
Rail Europe ANZ: making dream journeys come true
Rail Europe's running a lottery! You're not going to win millions, but you might just snag a free holiday.
Bonza’s future on knife edge
It would seem a long road back from here, perhaps a knife's edge is too much credit.
Revamped Wailoaloa Beach hotel opens as Crowne Plaza Fiji Nadi Bay Resort & Spa
Crowne Plaza Fiji Nadi Bay Resort & Spa is open and ready for bookings after the first phase of a multi-million-dollar transformation. Part of IHG Hotels & Resorts’ premium collection, the transformation has seen the completion of 106 guestrooms showcasing contemporary interiors reflective of the premium Crowne Plaza brand and is a first for the […]
Nielsen Data reveals brands spending big to attract Aussie tourists
Trip A Deal, Virgin and Ignite Travel walk into a bar, blow their cash on travel advertising instead of the pokies.
Kamalaya Koh Samui clinches clutch of wellness awards
Kamalaya Wellness Sanctuary & Holistic Spa has so far clinched five prestigious awards in 2024, including being inducted into the ‘Hall of Fame’ at the World Spa & Wellness Awards in London. Founders of the Koh Samui sanctuary and spa John and Karina Stewart expressed their heartfelt gratitude for the awards. “We are profoundly honoured […]
Jetstar offers 200,000 return for free flights to celebrate 20th anniversary
Jetstar hits 20 and everyone else gets the presents with free return flights to domestic and international destinations.
Amora Hotels & Resorts set to double APAC portfolio, announces new Sydney office
Staff in the new Sydney office have been welcomed by a week of rain on the forecast.
RIU opens Chicago hotel and rooftop bar a few steps from the world-famous Magnificent Mile
Rooftop cocktails hold a dear place in your heart? Look no further than RIU Chicago.
How can travel agents best sell cruises? Uniworld’s Alice Ager tells all: Travel Weekly TV
Agents, you don't want to miss this. Yes, that's the case with everything in the newsletter, but we really mean it here!
South Africa bookings are back in action
It's a wrap! South Africa in the news with resumed flights, film fest and booking tech.
Agents’ chance to score free spot on Intrepid trip to Antarctica
This is the trip of a lifetime, even if you are scared of the cold!
Bonza nosediving amid mass cancellations and reports of repossessed planes
Bonza's days appear to be numbered as the low-cost carrier today announced mass cancellations around the country.
Amy Poehler joins Vivid Sydney event
Oh Joy! Hit comedian Amy Poehler will make an emotional appearance at the Sydney Opera House for Vivid.
Pullman Sydney Penrith ties up with Trilogy Hotels, announces new GM
The crew from Trilogy hotels doing their best impression of the Penrith front row here.
Linkd appoints Carolyn Nightingale and Lawson Dibb to new roles
Linkd Tourism sings praises of Carolyn Nightingale and dubs Lawson Dibb as Kyushu Tourism Office guru.