australian travel market
Why invest in the Australian travel market?
Australians are well known for their love of travel. In fact, 10.5 million Australians travelled internationally in 2017 and this number is expected to reach 12.3 million by 2021. When it comes to cruising, Australians have the highest market penetration in the world and are now the fourth largest source market region in the world.
But Australians are not looking for just any kind of holiday. They have an appetite for adventure, with many choosing active, authentic journeys to remote locations. Compared to other markets, they also have a distinct preference for boutique hotels, lodges and expedition vessels over chain hotels or commercial cruises. What’s more, Australian travellers are increasingly seeking out ethical travel experiences that have a positive impact on the communities and landscapes in which they operate.
What you need to know
about the Australian travel trade
Unlike Europe or North America, the Australian travel landscape still has a very strong wholesale/retail arrangement. In fact over 70% of all Australian departures currently book at least one part of their trip through an Australian travel agent - making them essential frontline ambassadors for our clients travel products. The latest figures show that, even with the rise of Online Travel Platforms, more Australians are booking through travel agents every year.
There are approximately 5,000 retail travel agents within Australia. Depending on the final destination, travel agents will generally book their clients on trips operated by Australian-based, outbound wholesalers who specialise in particular regions.
What does this
mean for our clients?
This is good news for our clients because the traditional sales chain is very cost efficient and offers a far greater return on investment when compared to costly direct-consumer advertising options. With our well established industry relationships with both leading Australian Wholesalers and Retail Travel Agencies, our clients can maximise the potential of this influential channel.