Travel technology is evolving so quickly that it’s challenging for even the most tech savvy travel agents to keep up. With the state of the Australian economy remaining in “uncertain” mode, it becomes even more essential for the travel industry to utilize technology to reach its always-connected client base.
What’s Affecting Australia’s Travel Industry?
Travel technology in Australia has changed the way travellers arrange corporate and leisure travel. It impacts how agents meet shifting client needs and interests. Let’s look at some of the trends influenced by travel-related digital technology:
– Internet bookings are increasing and travel agents are feeling the challenge:
- With the proliferation of mobile devices in Australia, travellers are researching and booking their own leisure (and often corporate) travel in steadily increasing numbers.
- Airlines have quickly adapted to meet this opportunity by offering holiday packages at their websites.
- The number of dedicated booking websites is increasing.
- Travellers are increasingly influenced by discounts and promotions.
– Corporate travel has been a growth market with a steadily increasing demand for travel within, from, and to Australia. The use of corporate travel agents may become more volatile as corporate buyers continue to focus on reducing costs by utilizing online bookings. Moreover, tools like TTS Corporate allows all sorts of travel agents to enter the corporate world and efficiently deal with small and medium sized industries. The increased competition in an area that was once dominated by the top corporate travel agents led to the development of a number of exciting traveler tools that allowed them to directly plan their travel itineraries on the go, streamline their policy management systems, manage expenses, set personalized preferences and monitor travel. Australian corporate travel agents have also begun to appreciate that there is no one-size-fits-all in terms of travel technologies. This is why agencies are now selecting and customizing their technologies and processes to empower customers with some of the best and most exciting solutions.
– Corporate and leisure travellers are increasingly knowledgeable about routes, flight schedules, hubs, aircraft, and seating on given routes.
The Economy of Tourism
The economy is another major player in travel. The Australian government acknowledges tourism as one of its “super sectors” and has made tourism one of its five national investment priorities.
As of 2014, Australia had welcomed over 6.7 million international visitors. The Australian tourism industry is looking to capitalize on the increasing popularity of Australia as a destination. Its current target is to grow tourism between $115 – $140 billion by 2020.
The industry also has embraced technology, utilizing a multi-level digital technology approach to reach global markets (including its primary tourist targets China, India, and Indonesia).
There’s Nothing Like Australia
The tourism industry and the government are striving to position Australia in travellers’ minds as the place to vacation, attend major (international) events, and do business. 2014 saw the launch of campaigns to bring the world’s attention to the richness of:
- Australia’s food and wine industries
- Great golf courses
- The increasingly popular aboriginal culture tours
- World class nature and beauty across the Commonwealth
- The beauty and energy of Australia’s coastline
Capturing and Retaining a Client Base
Without a doubt, travel agents must be knowledgeable about travel technology – and remain up-to-date with technology trends. Travel technology B2B is another digital resource for marketing and transacting travel-related business.
B2B websites are “viable mediums for marketing and conducting business on the Internet in a cost-efficient manner.” Agents and their partners are able to process travel requests quickly and market their services more broadly through the social media.
Travel Technology Supporting Industry Growth
Australia’s economy may still be hovering on recovery but its travel industry continues to grow and travel technology facilitates that growth.
Digital technology has made it increasingly easier for leisure and business travellers to take control of their own travel arrangements. Travel-related technology also is the way agents can market to and retain their clients – a “fighting fire with fire” approach.
Finally, the outlook for global and Australia-specific travel is encouraging but agents must be savvy in locking in on key trends and technology to capitalize on the impetus that business and multigenerational travel offers.