The growing use of the Internet to book a holiday (39%, up from 28% in June 2007) is paralleled by a decline in booking via the telephone and booking in person. Booking a holiday by telephone was 25% in the 12 months to September 2010, down from 29% in the 12 months to June 2007. Booking in person is 17%, down from 20%.


Methods used to book last holiday destination


Source: Roy Morgan Single Source, July 2006 – September 2010, 12 monthly moving average, sample size n=14,156 *Respondents are able to choose multiple responses.


Jane Ianniello, Roy Morgan Research International Director of Tourism, Travel & Leisure, says:

“With Australians becoming more comfortable and familiar with purchasing items via the Internet they are increasingly choosing this more convenient and cheaper option for booking holidays. As a result retail travel agencies are losing market share, with many people choosing to either book directly via airline and accommodation websites or to book through online-only booking websites such as Webjet.com.au and Wotif.com.”

Click here to find out more about Roy Morgan Travel Agent Brand Health and Holiday Booking Trends Report. Please click here to view the details of this report. The report examines how travel agents are performing relative to their competitors. It also shows how the internet has changed the way Australians are booking their holiday and leisure travel. This report is available as a whole or in sections.

Click here to access an extensive range of Travel & Tourism Reports or detailed profiles of Australian Holidaymakers.


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