SYDNEY – Agents are advised to be more web saavy as a study from research company ACNielsen reveals that consumers are taking shorter holidays frequently and using the Internet to plan for holidays.
The company’s latest online Omnibus study, which surveyed 1,025 Australians, said they prefer to take several short breaks during the year leading to the decline in the traditional four-week annual holiday, reported travelbiz.com.au.
Finds have led ACNielsen to call on travel agents to become more web savvy to compete.
Only eight percent of respondents said they used their travel agent to make their travel arrangements and bookings. A total of 45 per cent used both channels, while 42 percent made all their plans online without agent help.
Paul Vittles, director public enterprise at ACNielsen, described the trend as an “opportunity” for agents rather than a threat, claiming they had to position their own websites as the “channel of choice for holidaymakers for information and bookings”.