The latest findings from Roy Morgan Research show Australians still choose traditional bricks and mortar travel agencies over their online rivals.

In the year to June 2014, 4.7 million Australians had taken an overseas holiday in the last 12 months, 47 per cent of those made bookings through a conventional travel agent, while 16 per cent used an online agency.

These figures are a contrast to those from June 2007, when 71 per cent of people who took an overseas holiday booked it the bricks and mortar way,  and six per cent booked via online only agencies, suggesting that even amid the proliferation of booking websites, there is a place for bricks and mortar travel agents who offer expert, cost effective, and comprehensive overseas options.

Booking sources by Australians whose last holiday was overseas: 2007 vs 2014

There are more channels for booking an overseas holiday than bricks and mortar travel agencies and booking websites, such as going directly through an airline or booking accommodation directly.

As the chart above shows, both of these methods have made considerable gains in popularity since 2007.

When it comes to booking domestic holidays, traditional travel agents are not so necessary. Travellers can easily book flights and accommodation within Australia themselves, with 27 per cent choosing not to book in advance but simply turn up at their chosen destination.

In the year to June 2014, eight per cent of those whose last holiday was within Australia used a bricks and mortar travel agent to book their trip, while 10 per cent used an online only booking agency such as Wotif.com, 18 per cent booked via an airline, and 34 per cent booked their accommodation directly.

Angela Smith, group account director, consumer products, Roy Morgan Research, says Australians’ changing holiday booking behaviours are a natural result of our society’s increasing use of, and reliance on, digital technology.

“With the continued penetration of laptops, tablets and smartphones, this trend towards using the internet to book and research travel is unlikely to abate any time soon.

“Airlines have clearly recognised and adapted to this, making it quick and easy for travellers to book not only flights but hotels, car hire and even holiday packages via their websites. Dedicated booking websites are also gaining momentum by catering to the connected traveller, with Expedia’s recent takeover of Wotif sure to raise their profile even further.

“Amidst all these changes, bricks and mortar travel agents remain a favoured option for booking overseas holidays, offering a level of personal service and in depth knowledge that online sources can’t beat. This potentially holds the key to staying competitive in the rapidly evolving travel and tourism market.

“What’s more, with the help of Roy Morgan’s comprehensive traveller profiles, travel agents can pinpoint exactly what kind of overseas travellers would be most receptive to booking their holidays in person.”