Travel agents barely make the cut with travellers

Aussies prefer searching for travel products online instead of using face-to-face services, according to new research from Criteo.

In The New Digital Traveller Report, the performance marketing technology company looks at what it is about these services that digital travellers are drawn to, and why they’re chosen over travel agents.

The report also shows that travellers are increasingly searching for travel on their smartphones, with the report delving into the reasons why travellers are being pushed towards a digital world of travel.

Forty-two per cent of millennials turn to their smartphone to search for travel, while 61 per cent of respondents overall say this practice is more convenient as you can browse on the go.

In the report – which you can suss out here – the research shows 99 per cent of respondents used an online channel to search for travel, while 16 per cent used offline channels.

69 per cent of respondents say they use online price comparison sites like Skyscanner, while 51 per cent use OTAs to help search for travel products.

According to the report, the top five reasons Aussie travellers jump online to search for travel include:

With travellers placing so much emphasis on mobile and digital, where does this leave traditional travel agents?

Interestingly, 30 per cent of those surveyed clicked on targeted ads while they were browsing, and 69 per cent claim to have noticed ads specifically targeting them, making digital advertising a clever way for agencies to attract new clients.

In addition, mobile-friendly websites will ensure travellers in the ‘Search’ phase won’t get turned off travel agencies as a result of poor digital experiences.

To learn more about the travellers’ journey and grab your own free copy of Criteo’s report, click here.