Travel agencies holding up through online tsunami

In National Headlines

From e-Travel Blackboard

Although more Australian travellers are booking international trips online, large travel agencies “have maintained their brand strength and relevance by developing a strong web presence”, a new study has found.

Roy Morgan’s Holiday Tracking Survey reported up to 58 percent of overseas travellers booked online during the twelve months to November 2012, up from 36 percent in June 2007.

In-person booking dropped 20 percent over the same period, while landline bookings also declined, from 28 percent to 20 percent.

“Traditional bricks-and-mortar travel agents are losing popularity as more Australians use the internet to book their overseas holiday,” Roy Morgan international director tourism, travel and leisure Jane Ianniello said.

“With increasing penetration of home computers the trend towards online travel bookings is likely to continue.

“It is important for travel agents and airlines to understand the demographics, attitudes and behavioural profile of their target market, so as to tailor appropriate messages that motivate them to book a holiday.”

The survey also revealed a three percent rise in overseas holidaymakers using mobile phones to book trips.

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