Flight Centre still the favourite Aussie agency

By Hannah Edensor

Despite the odd critique that travel agents are losing momentum, research keeps backing the role of the travel agent in the industry.

While the internet is gaining a growing role in the game of travel bookings, Roy Morgan Research’s latest stats show that the agent still has a big place in our heart.

Not only do several agents with bricks-and-mortar presences feature among the most popular travel agents/tour operators used by Australian holidaymakers, but many Aussies say they would consider using them for their next trip, according to the recent State of the Nation report.

“In a nutshell, the travel agent story is one that goes straight to the heart of the travel industry,” Roy Morgan’s ceo Michele Levine said.

In the 12 months to June 2015, 13 million Australians aged 14 and over, or two-thirds of the population, took at least one holiday.

Data from the latest Roy Morgan Research State of the Nation reveals that Flight Centre was the top travel agent/tour operator used by holidaying Aussies during this time.

With a comfortable lead over both its online and bricks-and-mortar rivals, Flight Centre was used by 9.4% of the population for a holiday at least once between July 2014 and June 2015, not to mention ranking highest when it comes to agencies that Aussies would consider using in the future.

In second place is dedicated online agent Booking.com, used by 5.8% of Australians, followed by booking websites Wotif.com (5.2%), Webjet.com.au (3.7%) and Expedia.com.au (3.2%).

Well down the list in terms of booking travel was helloworld, sitting in eleventh place overall. The agency was the second-most popular travel agent with a bricks-and-mortar presence, used by 1.3% of Australians, with other chains Harvey World Travel (1.3%) Escape Travel (1.1%), and STA Travel (0.7%) bringing up the rear.

Levine said the main danger for the travel agent industry is the hot competition from OTAs.

“The threat to travel agents is that their channel is increasingly being eroded. What’s more important are unique offerings, and providing something only you can provide,” she said.

She added that as long as agents can “package complexity and make it safe”, there will be a place for travel agents.

“People are looking for things that feed the brain and the soul, not just a break.”

“There is still a role for personal service and creating an experience for someone.”

“The latest State of the Nation confirms that Flight Centre’s long-standing position as Australia’s leading travel agent remains unchallenged,” Levine added.

“Other bricks-and-mortar travel agents such as Harvey World Travel and Escape Travel haven’t done as well, even though the former also has a high recognition rate (almost 60% of the population have heard of it). With Australians increasingly booking part if not all of their holidays online, it is imperative that travel agents adapt and evolve to remain relevant in the digital age.”

“Particularly for overseas travel, when specialist knowledge and personal service are often required, bricks-and-mortar agents have the edge over their strictly online rivals.”

Image: BRW

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Email the Travel Weekly team at traveldesk@travelweekly.com.au

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