For the year ended September 2009, Wotif.com customers had the highest loyalty (77.8%) of Australians who used Wotif.com for a holiday or leisure trip in the last 12 months said they would consider using them for their next holiday or leisure trip. Wotif.com customers are increasing over time with 6.6% of Australians having used Wotif.com in the year ending September 2008 compared with the current 7.1%.

Flight Centre has remained stable with figures remaining at 10.0% for both the year ending September 2008 and September 2009.

Flight Centre (76.8%); Webjet (72.1%) and Lastminute.com (70.0%) have the highest loyalty figures behind Wotif.com.

Jane Ianniello, International Director, Roy Morgan Research, says:

“Flight Centre dominates the market and is one of the few ‘bricks-and-mortar’ travel agents to maintain its customer base over the past four years against the rapid growth of online-only travel agents such as Wotif.com, Webjet and Lastminute.com. Flight Centre offers traditional shop front outlets but also takes telephone and website bookings.

“Although 50% of Australians book at least part of their overseas holidays in person compared to 13% for domestic trips, 49% now book some portion via internet websites, and this percentage is increasing.

“It will be interesting to see whether Flight Centre can maintain its market share given the trend towards internet bookings.”

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