Holiday and travel trends

Do Aussies prefer cyber agents to the real thing?

These days, Australians have enthusiastically embraced using the Internet as a means of planning and booking their holidays. Results from a recent ACNielsen | Omnibus online survey found that nearly nine out of ten residents (87%) in Australia's capital cities are Internet-savvy travellers. Many of us (42%) are happy to seek information and make our own Australian holiday arrangements without assistance from travel agents. It is likely that the accessibility of competitively priced travel offers, particularly ‘last minute' deals emailed to us from both airlines and accommodation providers, is supporting this trend. 

Men are keen do-it-yourself (DIY) travellers

Nearly half of all men (47%) are likely to use the Internet for their holiday arrangements, compared to just over one third (36%) of women.

Is this bad news for travel agents?

While only eight percent of respondents indicated they rely solely on the services of a travel agent for travel planning, 45 percent of capital city residents are still likely to use a combination of their own Internet research and the services of a travel agent (refer chart 1).

Implications for travel agents

The ACNielsen survey findings highlight the need for travel agents to consider the reasons why people continue to use their services despite widespread access to the Internet. Research takes valuable time and successful travel agents will be those that can convince their clients that they are best placed to unearth both the best deals and the best researched options to match clients' holiday aspirations.

A further opportunity is for travel agents to capitalise on this DIY Internet trend by positioning their own websites as being the channel of choice for holiday makers' information and bookings, moving away from the traditional 'bricks and mortar' shopfront.

Chart 1

When planning an Australian holiday, would you prefer to make your arrangements online or use a travel agent?

n = 1025

The demise of the four week holiday

Time appears to be a key issue for Australians in need of a break from their responsibilities. Consider, are you more likely to take several short breaks throughout the year or have one, or maybe two, longer holidays each year?

You could be in the minority if you selected the latter option. Many travel pundits have signalled the demise of Australians' traditional annual four week holiday in favour of several short breaks throughout the year.

Findings from our ACNielsen | Omnibus survey also support this view. For over one third (37%) of Australia's capital city respondents, short breaks are the more likely option for their holiday plans (refer Chart 2).

Chart 2

Are you more likely to take several short breaks throughout the year or have one, or maybe two, longer holidays each year?

n = 1025

What are your holiday plans this year? Are you more likely to take a long (two to four week) holiday or several short breaks? Go to our Online Survey and let us know!

Source: ACNielsen | Omnibus

Conducted: 11 and 12 February 2006

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