Joanne Arancibia

Head of Marketing & Communications

jo@afta.com.au

How to maximise your ATAS membership in your marketing

MARKET INTELLIGENCEConsumer Research Results 2018

Validate the key benefits that

motivate travellers to use travel

agents

Understanding of the current

awareness and recognition of ATAS

N = 1,042

Overseas Travellers

Personal Travel Only

Previous or next 12 months

Decision makers

Note: Represents the result of agent usage as qualified by the research company but is not indicative of travel

agent usage in the Australian Economy.

Note: Due to rounding, percentages in this chart may not add to 100%.

Opportunities to Maintain, Upsell, Convert

86% 89% 84%

Note: Due to rounding, percentages in this chart may not add to 100%.

65%44%

More than 8 out of 10 overseas travellers think travel agents make a

difference to their overall travel experience.

Travel Agents Make A Difference

44%Will use the same

agency all the time

Travel Agents Users Are Loyal

30% Same or trial a

different agency

25% Different agency

every trip

When Travel Agents Are Used

Total Used TA Did not use TA

Complex trips with multiple destinations 55% 65% 48%

Special deals/discounts 46% 41% 47%

Somewhere you've never been 31% 51% 28%

Save time and hassle 30% 38% 24%

To hold flights before finalisation/payment 17% 32% 10%

Need to understand entry requirements to country 16% 27% 13%

Traveling in less developed countries 16% 28% 14%

Travelling in a country that English is not widely spoken 14% 21% 12%

For simple trips (i.e. weekend getaways or short stays) 10% 7% 7%

Travelling at short notice 10% 13% 9%

Traveling in countries with political unrest/high crime rates 7% 9% 7%

Trips that go over months (i.e. backpacking tours) 5% 6% 4%

FiftyFive5 Research Q: When do you use a travel agent for personal travel, Base: all n=1042

Travel Agents Deliver 3 Core Benefits

Consumer Rated Compelling Reasons To Book With A Travel Agent

FiftyFive5 Research Q: Here are some benefits your travel agent offers. Which are the most compelling to you? Base: all N= 1042

Total Used TA Did not use TA

If something unforeseen happens, they can support you and organise a suitable resolution

74% 89% 69%

Consistent high-quality standards of conduct and service 74% 91% 69%

Provide access to exclusive deals and will find the best products for the best value that fit your unique travel needs

71% 83% 66%

Feeling of safety knowing I have booked with reputable and trusted Australian company

71% 84% 65%

Reduce hassle, worry and stress when travelling 71% 88% 65%

Personalised service to tailor your trip to your specific needs 68% 85% 61%

Travel agents offer a personal touch that is invaluable such as advice with visa applications and valuable travel hints and tips

67% 84% 61%

Travel agents are a "one-stop shop" and can handle every aspect of your travel 67% 79% 61%

Provides access to the most efficient pathway to your destination 67% 84% 60%

ATAS travel agents are the best in the industry, credible, well trained and professional businesses

66% 79% 59%

Provide unbiased recommendations to provide only the recommendations that make the most sense for you

64% 79% 60%

Agents have a world of travel information and knowledge at their fingertips and save you countless hours of online searching and frustration

64% 84% 56%

40%Had heard of

travel agent

accreditation

But much confusion around recall.

18%

Heard of ATAS

Mainly through a travel agent and some recall

through online.

10%Actually know

what ATAS is

Mainly through a travel agent and some recall

through online.

Consumer Awareness

60% 82%look for

accreditation with a

travel agent next

time

58%say ATAS is

relevant to

their travel

plans

now wonder/

question non-

accredited

agents/websites

4%have actively

discussed ATAS

and what it meant

with their travel

agent

POTENTIAL TO USE

TRAVEL AGENTS

MORE TO SPREAD

THE ATAS MESSAGE

ATAS HIGHLY

RELEVANT TO

MOST PEOPLE

SHOWS THAT

AWARENESS CAN DRIVE

USAGE OF TRAVEL

AGENTS

Awareness Drives Usage

54%want ATAS to be more strongly promoted

Summary

• Opportunity to Maintain, Upsell and Convert

• We now understand the compelling drivers for travel agent

usage – ATAS is one of them!

• 60% of travellers say ATAS is relevant to their travel plans

• 54% say they want ATAS to be more strongly promoted

• 82% will actively look for an accredited travel agent next

time they book

Consumer Impact

We’re Here to Help…

Co-operative Cinema Advertising – 70% off rate card

Reach 15,000 consumers for just $0.16 cents per view

• Access to the ATAS high quality production advertisement -FREE

• 5-sec customised end-frame –FREE

• Choose your location - FREE

• AFTA account manager to manage the entire process for you – design, production, on-air - FREE

People’s Choice Campaign: Travel Agency of the Year 2019

Customisable Assets

5,000 Consumers Searches Every Month

www.ATAS.com.au

5,000 Consumers Searches Every Month

www.ATAS.com.au

www.ATAS.com.au

www.ATAS.com.au

Dedicated Closed Facebook Page for Members

Thank you