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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.
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Ownership of the in-destination traveler experience is extremely fragmented, leaving marketers lots of room for opportunity. While approaches to customer acquisition in this space are varied and many, each comes with its own challenges.
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While online travel agency growth is slipping in more mature markets, it is gaining strength in emerging markets. Local OTAs are taking the lead in the latter – but don't count global OTAs out yet, as they are investing heavily in these markets in efforts to catch up.
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In Asia Pacific, airlines suffered the worst of all segments during the recession. The air markets in Japan and Singapore were hit hardest, while China and India managed to escape with only minor declines. Despite this setback, online air bookings will experience strong growth in the next several years, and China will overtake Japan as the region's largest aviation market.
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While Asia Pacific's total travel market declined during the recession, online travel agencies experienced striking growth. Hotels accounted for the vast majority of these bookings and air held second place, though these dynamics vary by market. Most markets in the region are led by local OTA brands, many of which are expanding their reach outside their home turf. Global OTAs, in efforts to catch up and drive growth, are increasingly investing in the region.
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The second-largest travel market in Asia Pacific, China was one of the region's only markets to grow during the recession. Despite strong growth in the coming years, the country lags in online penetration and will continue this trend in the near future. Distribution - and even completion of sales for online travel agencies - will remain predominantly offline.
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Like the rest of the country's economy, India's travel industry is on the fast track for growth. Its online travel market is the fastest-growing in Asia Pacific and weathered the recession well, though some segments fared better than others. The country's online travel agency bookings are expected to make major gains in the next several years.
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The Australia/New Zealand travel market suffered declines during the recession, but bounced back quickly. Online sales tilt heavily toward supplier websites, but online travel agencies fared remarkably well during the recession and are expected to see strong growth in the coming years. The two countries' combined market has the highest online penetration in Asia Pacific, and global online travel agencies are making bold moves to take steal market share.
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The hotel industry is growing rapidly across Asia Pacific, and the global recession presented only a modest speed bump. While the industry is largely fragmented and unorganized, much of the region's hotel development pipeline is focused on upscale and luxury properties, and growth is poised to continue in the coming years.
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Online rail bookings are on the rise in Asia Pacific, but obstacles in emerging markets - such as Internet access and online payment adoption - still hinder growth. Rail penetration is highest in India, Japan and China, and the latter two account for the vast majority of the region's rail bookings.
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