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Australia Online Travel Traffic Report
Report | Published: June 2011
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US $695 · CA $806 • £444 • €566
Free For: Global and Asia Pacific Subscribers
  • Summary
  • Contents
  • Methodology

Publication Summary

With a mature Internet population and the highest online travel penetration rate in Asia Pacific, Australia is home to a highly developed and thriving online travel marketplace. Travel websites represent one of the most visited Internet categories in the country. Phocuswright has partnered with global digital intelligence provider comScore to measure and analyze Australian Web traffic within the travel category. Phocuswright's Australia Online Travel Traffic Report analyzes traffic volume, growth, cross-visitation and source/loss patterns across key travel subcategories, including online travel agencies, airlines, hotels, destination guides, traveler review websites and more. The report examines the balance between supplier and intermediary channels, as well as the influence of local versus global companies across individual travel segments. The traffic patterns highlighted in this report reveal sector-specific dynamics and track the development of traveler review websites, guides and metasearch within the Australian travel market. Key topics include:

  • Traffic to travel website categories for the 15 month period from 4Q09 – 4Q10, including:
    • Online travel agencies (OTAs)
    • Airlines
    • Hotels
    • Metasearch
    • Travel guides and traveler reviews
  • Travel website rankings within each travel category, including traffic and unique visitor growth
  • Segment-specific comparison of traffic to supplier websites versus OTAs
  • In-depth analysis of key online players, including cross-visitation, source and loss traffic
Australia's online travel market is poised for high double-digit growth over the next several years. Phocuswright's Australia Online Travel Traffic Report illuminates the key categories and travel companies that comprise and continue to shape this dynamic marketplace. Purchase your copy today. Online travel traffic reports are also available for these APAC regions: China India Japan Purchase the package of all four region reports (Australia, China, India, Japan).

Table of Contents

22 Pages

Overview
Key Findings
Methodology

Australian Online Travel: Charging Ahead

Traffic Analysis: Travel Categories and Key Websites
Online Travel Agencies
Cross-Visitation for Wotif and Webjet
Focus on Wotif
Airlines
Focus on Qantas
Guides and Reviews
Hotels
Metasearch

LIST OF TABLES

Total Internet and Travel Category Monthly Unique Visitors, Annual Change and Travel Category Share, 4Q09-4Q10

Average Monthly Unique Visitors by Quarter for Travel Categories and Annual Change, 4Q09-4Q10

Online Travel Agencies, Average Monthly Traffic and Annual Change, 4Q09 vs. 4Q10

Cross-Visitation for Wotif and Webjet, December 2010

Source Traffic by Category for Wotif and Annual Change, Dec. 2009 vs. Dec. 2010

Source/Loss Traffic for Wotif, Share by Category, Dec. 2010

Airline Supplier Sites, Average Monthly Traffic and Annual Change, 4Q09 vs. 4Q10

Source Traffic by Category for Qantas Airlines and Annual Change, Dec. 2009 vs. Dec. 2010

Source/Loss Traffic for Qantas Airlines, Share by Category, Dec. 2010

Guides & Reviews Websites, Average Monthly Traffic and Annual Change, 4Q09 vs. 4Q10

Hotel Supplier Websites, Average Monthly Traffic and Annual Change, 4Q09 vs. 4Q10

Travel Metasearch Sites, Average Monthly Traffic and Annual Change, 4Q09 vs. 4Q10

Methodology

Phocuswright partnered with comScore to study Web traffic to the following online travel categories for the 15-month period from 4Q09 through 4Q10. This report uses both standard comScore travel categories and custom categories created by Phocuswright in order to study distinct segments of the online travel landscape. This report designates the custom Phocuswright categories with "PCWI" as a prefix - for example, PCWI hotels. When a category does not include this prefix, it is a standard comScore category. Online Travel Categories Travel: The master comScore travel category for Australia - a composite of all travel-related websites and properties, including transactional sites for suppliers and online travel agencies as well as destination and media sites. Car Rentals: A comScore car rental category for Australia, including car rental company websites. Examples: Avis, Hertz, Thrifty PCWI Airlines: A Phocuswright custom category for airlines in Australia, including websites of network and low-cost carriers (LCCs). Examples: Qantas Airlines, Tiger Airways, Virgin Blue PCWI Hotels: A Phocuswright custom category of accommodation providers in Australia, including hotel suppliers. Examples: Accor, Hilton Hotels, Rydges PCWI Search: A Phocuswright custom category for search in Australia, including general search engine websites. Examples: Bing, Google, Yahoo!7 PCWI Social Networks: A Phocuswright custom social network category for Australia, including general social networking websites. Examples: Facebook, LinkedIn, MySpace PCWI Guides and Reviews: A Phocuswright custom category of travel-related media websites and portals in Australia, including traveler reviews, travel guides and trip planning. Examples: Australian Explorer, Ninemsn, TripAdvisor, VirtualTourist, Yahoo!7 (excluding search), YouTube PCWI Online Travel Agencies (OTAs): A Phocuswright custom category of websites in Australia that feature online booking for multiple suppliers for one or more supply types. Examples: Expedia, Quickbeds.com, Webjet, Wotif PCWI Travel Metasearch: A Phocuswright custom category of websites in Australia that search across multiple sites and direct visitors to these sites to book. Examples: Cheapflights, Kayak, Wego