|“We have not seen the projected mass migration to all distribution occurring on digital platforms.”|
Tourism Australia’s new distribution research analysis has revealed that traditional channels of distribution remain significant and operators must engage with consumers and connect across all touch points.
The report, ‘Distribution 2020: Situational Analysis’, will provide key insights and vital industry information, assisting Tourism Australia to reach its goal of doubling the value of overnight expenditure by 2020.
Traditional distribution channels still account for the majority (54 percent) of consumer holiday bookings.
Australian Tourism Export Council (ATEC) managing director Felicia Mariani said the report highlighted the fact that “we have not seen the projected mass migration to all distribution occurring on digital platforms.”
“We know that our industry now has a multitude of markets to engage in, from the strongly emerging markets of the East, to the slowly resurging markets of the West, and each one has its own unique way of connecting with the distribution options available,” Ms Mariani said.
The report outlined that all facets of the consumer purchase cycle are trending towards the digital realm but the level of internet use within mature markets appears to have reached its peak.
Ms Mariani said that many State Tourism Offices are suffering reduced budgets and continually refocusing resources in order to deliver conversion for their industry.
“This shift creates an increasingly important role for ATEC in delivering the learning and development programs that will help to build the capability of the industry across the country to effectively engage in inbound tourism,” Ms Mariani said.
The International Air Transport Association (IATA) released an independent study in December 2012 postulating that “airlines have morphed into retailers”, requiring distribution systems that merchandise their products and value across multiple channels at a reasonable cost.