News

Traditional agents holding OTAs at bay

Bricks and mortar travel agents continue to fend off the threat of online, remaining by far the “favoured option” for consumers booking an overseas holiday although that position is weakening, according to new research.

A new study by Roy Morgan showed that in the year to June 2014, 4.72 million Australians took an overseas holiday in the last 12 months. Of those whose last trip was overseas, almost 47% were found to have booked through a traditional travel agent, as compared with just 16% that had used on online travel agent (OTA).

“Bricks-and-mortar travel agents remain a favoured option for booking overseas holidays, offering a level of personal service and in-depth knowledge that online sources can’t beat,” Roy Morgan consumer products account director Angela Smith said. “And this potentially holds the key to staying competitive in the rapidly evolving travel and tourism market.”

However, the research also showed that the online travel market continues to strengthen with the figures revealing the proportion of people booking through a traditional agency has declined from 71% in 2007, when OTAs only accounted for 6% of bookings.

The number of consumers booking travel directly with airline and hotels is also on the rise. climbing from 24% to 35% and from 18% to 29% respectively.

“Australians’ changing holiday-booking behaviours are a natural result of our society’s increasing use of, and reliance on, digital technology,” Smith continued.

“With the continued penetration of laptops, tablets and smartphones, this trend towards using the internet to book and research travel is unlikely to abate any time soon.”

For domestic holidays, the pattern was found to be completely different, with only 8% of travellers using a traditional travel agent to book, and 10% using an OTA. Overwhelmingly, travellers took their travel arrangements into their own hands with 18% booked direct with an airline and 34% booking accommodation directly.

Interestingly, 27% simply turned up at their chosen destination without any bookings at all.



SEE WHAT PEOPLE ARE SAYING

Comments are closed.

Hotels

DayAway lands in Australia

The online booking site is here to show Aussies that you no longer have to trawl through your travel a directory for somewhere to stay.

Share

CommentComments

Tourism

Catalan Tourism Board launch grand tour and announce alliance with FC Barcelona

If witnessing FC Barcelona beat some Aussies in a football game last night wasn’t enough Catalonian culture for you, maybe consider a nice tour through the Catalonian country side to really take it in!

Share

CommentComments

Hotels

Jackson Hole reveal what’s new for the Winter 22/23 season

If it’s been 2 and a half years since you’ve been skiing then Jackson Hole have you sorted with a variety of new adventures on offer this year.

Share

CommentComments

Events

Get to know one of our incredible Travel DAZE speakers, Dr. Karl! Tickets are going fast!

Travel DAZE is fast approaching and we have Australia’s most loved clever person gracing us with an incredible talk on the psychological benefits of travel.

Share

CommentComments

Hotels

Airbnb leaves China amid ongoing lockdowns

Like a soon to be ex-wife that complains about her husband never leaving the house, Airbnb is leaving the reclusive Chinese market.

Share

CommentComments

Aviation

Scoot launches flights to South Korea’s ‘Hawaii of East Asia’

Want a Hawaiian holiday but got yourself banned on your last trip? Here’s the next best thing.

Share

CommentComments

Aviation

Register for duo, Air New Zealand’s new training and engagement hub and be in the draw to win some epic prizes

Air New Zealand launched its new training and engagement hub called duo, with training, campaigns, incentives the latest brand updates, plus more.

Share

CommentComments

News

Samoa finally announces border re-opening!

The Pacific Island paradise has been working hard to get travel ready and will soon welcome Aussies back to its sunny shores!

Share

CommentComments

Aviation

“Heroic” flight attendant comes to the rescue as woman gives birth on Frontier Airlines flight

We here at Travel Weekly think this woman deserves a raise, or at least an honorary midwifery degree.

Share

CommentComments

Aviation

Are you a ‘local legend’? Bonza is on the lookout for 17 ambassadors!

We feel as though a local legend could either be a dedicated charity worker in the community or someone who frequently drinks beer out of a shoe!

Share

CommentComments

Events

Travel DAZE speaker Matt Endycott from nib chats all things travel! Get your tickets now!

We’ve got Matt Endycott – one of our exciting speakers – to share his thoughts on the industry. Come to Travel DAZE to hear Matt discuss all things travel!

Share

CommentComments

Midweek Interview

Midweek Catch-up with TRAVLR’s Roann Roberts

We love an alliterative name, all the best superheroes and villains have them. We’re not sure where TRAVLR’s head of global travel product sits on that spectrum, though.

Share

CommentComments