New How to maximise your ATAS membership in your marketing · 2019. 2. 28. · How to maximise your...
Transcript of New How to maximise your ATAS membership in your marketing · 2019. 2. 28. · How to maximise your...
Joanne Arancibia
Head of Marketing & Communications
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