Most Australians are now booking their international holidays online, The latest Roy Morgan Holiday Tracking Survey shows that for the twelve months to November 2012, 58% of overseas travellers booked on the internet, up from 36% in June 2007.

Conversely, there has been a similar decline in the proportion of people booking in person – from 57% to 37% – over the same period.

Booking by phone has also declined, from 28% to 20%.

Roy Morgan Chart - online v retail jan 10 2012

Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, commented that: “Traditional bricks-and-mortar travel agents are losing popularity as more Australians use the internet to book their overseas holiday.

“However, some travel agents, such as Flight Centre, have maintained their brand strength and relevance by developing a strong web presence.”

She added: “With increasing penetration of home computers the trend towards online travel bookings is likely to continue. In addition, a small but growing percentage of overseas holidaymakers (3%) are using their mobile phone to book.

“It is important for travel agents and airlines to understand the demographics, attitudes and behavioural profile of their target market, so as to tailor appropriate messages that motivate them to book a holiday.”

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