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Flight Centre on top with Aussies

"Having such a strong brand presence certainly helps, as does the fact that it has a comprehensive online offering on top of its traditional stores" says Michelle Levin, Roy Morgan Research CEO.

flight centre statsAlthough booking holidays and accommodation online is now mainstream among Australians of all ages, traditional travel agents retain an important place in the nation’s tourism industry, according to Roy Morgan Research’s recent State of the Nation report.

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

In the 12 months to June 2015, 13 million Australians 14+ (twothirds of the population) took at least one holiday. The data 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 per cent of the population for a holiday at least once between July 2014 and June 2015. In second place was accommodation-focused OTA Booking.com, used by 5.8 per cent of Australians; ahead of booking websites Wotif.com (5.2%), Webjet.com.au (3.7%) and Expedia.com.au (3.2%).

Well down the list (in eleventh place), helloworld was the secondmost popular travel agent with a bricks-and-mortar presence, used by 1.3 per cent of Australians; with other chains Harvey World Travel (1.3%) Escape Travel (1.1%), and STA Travel (0.7%) following.

Flight Centre’s lead is even more resounding when it comes to the travel agents/tour operators that Australians would consider using for their next trip. Almost a quarter (23.6%) of the population said they’d consider using the chain, well ahead of Wotif.com (10.9%), Booking.com.au (10.0%), Webjet.com.au (9.4%) and Expedia.com. au (7.2%). Other bricks-and-mortar agents also feature among the top 15 spots.

“The latest State of the Nation [research] confirms that Flight Centre’s long-standing position as Australia’s leading travel agent remains unchallenged. Having such a strong brand presence (more than two thirds of the population have heard of the company) certainly helps, as does the fact that it has a comprehensive online offering on top of its traditional stores, said Roy Morgan Research CEO, Michelle Levine.

“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 six per cent 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,” she said

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