The findings of a comprehensive review of ways Australian tourism product is shipped internationally had been published by Tourism Australia and its state and territory tourism partners.
The “Distribution 2020: Situational Analysis” report provides industry with an outline of current distribution approaches and potential models for the longer term across Australia’s key holiday markets.
Tourism Australia Managing Director Andrew McEvoy said the report, compiled with the aid of PricewaterhouseCoopers, was portion of the continued Tourism 2020 work as Australian industry looks to double the worth of overnight tourism to A$140 billion by 2020.
“It’s a partnership with the states and territories that appears at how persons are planning and booking holidays globally and the way we will influence this for Australia’s benefit.
“Global tourism is amongst essentially the mostsome of the most competitive and fastest changing industries, heavily influenced by advances in technology and changes in consumer behaviour. We recognise this fact and that’s on the heart of this review to make certain we’re doing our job within the top of the line and effective way possible,” Mr McEvoy said.
The project involved extensive consumer research and interviews with greater than 60 travel agents, wholesalers, inbound tour operators, online agents and direct sellers.
One of the most important industry bodies to have provided input for the report was the Australian Tourism Export Council (ATEC).
ATEC’s Manager Director, Felicia Mariani, said the project and the following report could be a good tool in assisting the industry to navigate the complex world of distribution in today’s tourism landscape.
“The report shows that to be effective in today’s world of product distribution, operators need to be engaged with and connected across all of the touch points that buyers use in booking their holiday,” she said.
Mr McEvoy said that the review has further reinforced the advantages of governments and industry working closely together and speaking with “one voice” when promoting Australia and Australian tourism product to the area.
“Industry feedback has indicated a robust desire for all levels of presidency to work more collaboratively on the subject of international distribution, that’s certainly something we’re very focused upon,” Mr McEvoy said.
Some of any other key insights from the report include:
Clear trend towards increasing digitalisation of the patron purchase cycle with greater planning, booking and sharing happening online;
Traditional distribution channels remain important. In mature markets the extent of internet use for planning and booking seem to have reached a plateau;
46% of holiday travellers to Australia are booking some aspect in their trip online sooner than arrival, 54% through traditional channels;
Price, complexity and level of familiarity are barriers to online booking, though consumers desire to do more online. Consumers are actually using a much broader range of sources
“The report confirms that the foremost elements of the distribution strategy for Australian tourism product are in place. But whilst, there are opportunities to perform a little things better, including monitoring future ‘game changing’ technologies,” Mr McEvoy said.
In response to the report, Tourism Australia and its State and Territory tourism partners are actually engaged on an integrated plan of trade activities for Australia’s key international markets. This will likely include a review of existing distribution activities, including trade events and missions, to searching for potential efficiencies and higher value for industry.
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