MARKET OVERVIEW

There are strong correlations between both the use of the internet with taking independent
holidays and the use of travel agents with going on package holidays. Almost seven in ten whose
last holiday was independent booked online; one third of package holiday takers used a travel
agent only (way above an overall average of 17 per cent).
Long-term booking trends show a fall in the use of travel agents as consumers look to make their
own arrangements online. Ironically, however, the sheer proliferation of online information is
helping to create a clear role for travel agents and other ‘expert’ intermediaries, and there are
suggestions of a recent bounce back in the percentage using agents. In general there has been a
return to traditional booking methods and visiting travel agencies again because consumers believe
they offer more financial security through their bonding. Telegraph.co.uk reported that according
to travel companies, more British holidaymakers are now booking with high street retailers,
particularly following the collapse of the operator XL two years ago, and other subsequent
failures.
As the travel industry continues to explore areas of revenue opportunities, Australia is important
for wholesalers and travel agents given the revenue potential in selling Australia. The Aussie
Specialist Program continues to be the primary platform for Tourism Australia to train and
develop agents selling Australia through the trade. Aussie Specialist agents are supported through
online training, familiarisation trips, support collateral and a dedicated travel agent helpline.
The recession has not appeared to have triggered an end to the era of taking multiple holidays,
with two holidays per year being the dominant choice in 2009. Of those who took a trip in 2009,
almost one in three holidayed once or twice. Over six in ten (62 per cent) of adults report having
booked a holiday in 2009. This figure has remained remarkably consistent over the years, with
approximately one third of the UK’s adults not going on holiday each year.
The peak booking period is January to March, followed by September to November. July to
August is the British summer holiday and bookings taken during this period are influenced by
weather.
The market became very late booking during the global economic crisis, even for long haul
destinations including Australia, with passengers booking and travelling within three months of
departure or significantly less during 2009, however, a move towards the more traditional three
to six month lead time is returning.
A recent UK passenger study conducted by TNS on behalf of Tourism Australia, gave insight into
which sources UK travellers use when planning and booking their trip to Australia. This research
stated that airline websites are the most used source to plan travel to Australia, and joint second
as the most trusted. Travel agents advice is still the most trusted advice and second most used.
6 UK & Ireland 2010