TripAdvisor was the fastest-growing major online Australian travel site over the past two years, increasing its average four-weekly visitation by almost 45% (from 6.1% to 8.8%), while Booking.com inched up from 9.0% to 9.7%, according to Roy Morgan Research.
But some sites in Roy Morgan’s latest Top 15 travel websites didn’t fare so well.
“Surprisingly, some of the sites in the Top 15 have seen a decline in visitation since 2014, most notably Qantas (down from 15.2%), Virgin (down from 10.6%) and Wotif.com (down from 7.5%),” said Norman Morris, Roy Morgan’s Industry Communications Manager.
Despite the drop, Qantas remained Australia top online travel destination in the 12 months to March, 2016, with 13.7% of the population (or 2.7 million people) visiting its website.
It was well ahead of Booking.com and Jetstar, each of which attracts 9.7% of the population (1.9 million people) every four weeks.
“Rounding out the top five are Virgin Australia’s website (9.6%) and TripAdvisor (8.8%).”
“Besides the airlines and the Flight Centre website, the Top 15 travel websites are dominated by online-only businesses: mainly booking sites, but also News Corp-owned news.com.au/travel (5.3%) and Fairfax-owned Traveller.com.au (3.8%).”
Mr Morris said the user survey also reveals a very high rate of cross visitation between the major travel sites it monitors.
“Take the two most popular non-airline sites, Booking.com and Tripadvisor, for example: 37.2% of Aussies who visit TripAdvisor in an average four weeks also visit Booking.com, and 33.6% of Booking.com users also visit Tripadvisor,” he said.