Among July 2015 and June 2016, simply over thirteen.7 million Australians 14+ took as a minimum one holiday, the trendy findings from Roy Morgan Studies show. Of those Aussie excursion-goers, 7.three million (fifty-two.8%) mentioned using a journey agent or excursion operator for as a minimum one of the trips they took – extra than double the quantity (three.2 million) that didn’t use one at all. And the maximum popular travel agent? No prizes for guessing that Flight Centre has clinched top spot another time…
A few 12.6% of Australian vacation-goers used Flight Centre for as a minimum one journey inside the twelve months to June 2016, giving the chain a first rate lead over online accommodation carrier Booking. Com (11.4%). Wotif. Com changed into a distant 0.33 at 6.8%, beforehand of Webjet (6.1%) and — in its first 12 months of being measured in the Roy Morgan holiday Tracker Survey — Airbnb (five.five%).
Roy Morgan Unmarried Supply (Australia), July 2015-June 2016, n=10,112. Base: Australians 14+ who took as a minimum one excursion in last 365 days
Except Flight Centre, the most effective travel agent with a bricks-and-mortar presence to crack the top 10 become Helloworld, utilized by 2.8% of excursion-goers. The closing 8 are all solely on-line agencies. This is rarely sudden, given how dramatically the rise of virtual generation has converted the tour industry, but it does not inform the entire tale.
Viewing Australian vacation-goers via the lens of Roy Morgan’s in-depth consumer profiling device Helix Personas, it quickly turns into obvious that Reserving a vacation isn’t a one-length-fits-all state of affairs.
Even Flight Centre – as popular as it’s miles – is more likely to draw certain agencies of guests than others. As an instance, 22.5% of the Helix Character called Social Flyers used Flight Centre for at the least one vacation in the one year to June 2016 – nicely above the countrywide common and extra than 5 times the proportion of Rural Traditionalists (4.0%), the Persona least probably to pick Flight Centre.
Regularly young, sociable and Single, Social Flyers earn proper wages however are not yet tied down by way of too many economic or circle of relatives responsibilities. What better excuse to indulge their love of foreign places tour? With the worrying time table they keep, however, they will be too busy to organise all the finer info themselves. Simply as properly Flight Centre’s whole tour service (from flights to accommodations, cruises to bundle deals) makes it so clean…
In comparison, Rural Traditionalists tend to be older, residing in u. S. Regions and working tough in blue-collar jobs to repay their loan earlier than retirement. They usually live in Australia for holidays, setting up their budget getaway on the Virgin Australia holidays internet site, Lastminute. Com or lodges. Com rather than touring a tour agent.
Meanwhile, Airbnb draws an elevated percentage of humans from the Large Destiny phase. Knowledgeable, cultured, switched on and typically coupled up, Large Future might find Airbnb attractive for the manner it permits guests to experience extra like locals and less like travelers. They will have started a own family, however they’re nevertheless hipsters at coronary heart!
Even though Roy Morgan facts tells us which travel agents have been most utilized by Aussie holiday-goers within the last 12 months, This is a top-stage perception, and does now not monitor which vacation-goers are greater or much less probable to use a specific agent – or, certainly, to use none in any respect.
“Of course, it’s no secret that the tour enterprise has been transformed by using virtual era, with the rise of on-line agents, Booking offerings and tourism operators being a logical final result of this. For bricks-and-mortar travel marketers, this has intended adapting to the converting market or danger dropping relevance. Flight Centre’s continued popularity indicates it has finished this correctly. The truth that it attracts a tech-savvy client phase which includes Social Flyers also speaks volumes for the chain’s potential to anticipate and meet the wishes of even those who’d be flawlessly cozy organising their very own holiday on-line.
“By means of identifying exactly who’s more or less probable to use a specific bricks-and-mortar journey agent or on line Booking website, Helix Personas allows tourism operators to goal the travellers who might be maximum conscious of their brand, in preference to going for a greater generalised approach.”