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Would you use the same travel agent twice?

Source: Roy Morgan Single Source (Australia), July 2013-June 2014 (n=5,734).

In the year to June 2014, 35% of Australians aged 14+ indicated they had used travel agents or tour operators to book holidays in the last 12 months. The question is, how many of them would consider using the same company again for their next holiday, and which companies stand the best chance of their customers returning? Roy Morgan Research investigates…

Used by more Australians (9%) than any other travel agency in the 12 months to June 2014, Flight Centre was also number one for consideration among its customers, with 76% of people who used it saying they would consider using it again for their next holiday.

Travellers who’d consider using the same travel agent for their next trip that they have used in the last 12 months


Source: Roy Morgan Single Source (Australia), July 2013-June 2014 (n=5,734). and clearly won some fans too: 75% of travellers who used these booking websites for a holiday in the last 12 months would consider doing so again for their next trip. and can also expect a healthy flow of return customers, each scoring a 74% consideration rate.

STA (73%) and Escape Travel (67%) were the only other bricks-and-mortar agencies to feature among the Top 10 most considered by customers who used them in the last 12 months.

Angela Smith, Group Account Director – Consumer Products, Roy Morgan Research, says:

“First-time customers are one thing, but return business is another! By considering the same travel agency or booking site they used for other holidays in the past year, customers are in effect signalling their satisfaction. When they act upon this and actually use it for their next holiday, they’ve taken the first step towards becoming regulars.

“With more than three-quarters of its customers considering it again for their next holiday, Flight Centre is clearly doing something right. If these customers do indeed return, their repeat business will help this agency stay on top.

“Of course, the value represented by return customers goes beyond their own bookings, to encompass potential word-of-mouth marketing. Our findings show that while 35% of the population used some kind of travel agent in the last year, 49% say they’d consider using one for their next holiday — a golden opportunity for agencies whose customers would consider using them again, since these customers are probably likely to recommend them to their friends and family too.

“Roy Morgan Research’s in-depth profiling tool Helix Personas can help travel agents identify who is most likely to consider using them for their next trip. For example, people from the New School Cool persona are 144% more likely to consider using for their next trip than the average Australian. These high-earning inner-city dwellers tend to be young, tech savvy and love to travel: but are probably too busy to visit a travel agent in person (especially when flights and accommodation are an easy click away).

“Meanwhile, On Their Way individuals are 32% more likely to consider Flight Centre for their next holiday. Despite their healthy salaries and enviable lifestyles, On Their Way are fairly budget-minded, and would welcome a bricks-and-mortar travel agent’s know-how in getting them a good deal – especially because so many of them would be travelling as a family unit.

“The full detail of Roy Morgan data enables analysts to see the brand value of customer loyalty in this market, as well as the dollar-value associated with customers of every agency.”

For comments or more information about Roy Morgan Research’s travel and tourism data please contact:

Angela Smith, Group Account Director – Consumer Products
Office: +61 (2) 9021 9101

Related research findings

View our extensive range of Travel and Tourism profiles, including Travel Agent and Tour Operator customer profiles, Holiday traveller profiles, Word of Mouth and more. Roy Morgan’s travel and tourism research also quantifies the dollar-value of the tourism industry’s diverse markets; and includes detailed information and insights into what activities people look for when travelling, who they travel with, where they get their information, whose advice they seek when planning a holiday and much more.

About Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate



25% or 75%

10% or 90%

5% or 95%


























Thumbnail image: copyright Dan4th Nicholas (Flickr Creative Commons)