Online Travel Agent Impact Report

06/11/2019 By Matthew Petrie

Online Travel Agents (OTAs) have existed since the earliest days of the web. They have continuously pioneered new technology by creating a reliable platform that not only brings together different travel providers, but also one that delivers an increasingly consumer-friendly experience.

In order to determine the true economic impact of OTAs on the Australian market, BVA BRDC has conducted a global study, commissioned by travel technology platform Expedia Group, focused on travellers to and within Australia.  The goal of the research was to understand the impact of OTAs on the economy, commercial accommodation providers, and the communities in which they operate more broadly.

For this study BVA BDRC employed their Air Passenger Survey Platform (APS) to reach verified air passengers globally after they have completed their flight itinerary purchase.  This unique platform enables the study to reach target travellers across multiple countries/markets through one platform cost effectively.  APS provides a population of verified leisure and business air passengers across age cohort, travel segment and class of cabin.

While this study launched in Australia, there are currently plans to conduct the research in five additional markets: United States, Mexico, United Kingdom, France and Japan.

Matthew Petrie, President of BVA BDRC Americas notes that, “Over time, the role of OTAs within the industry has cemented well beyond distribution. However, the question has arisen regarding what benefits these global OTAs provide to hotels. Our research set out to delve deeper into this issue, as well as the impact on tourism throughout Australia.”

Key Findings from the Study

The research found that OTAs are a key influence on the success of Australia’s tourism industry, specifically:

  • OTA bookers support one in four Australian tourism jobs
  • OTA bookers contribute $1 in every $4 international tourism dollars spent locally
  • OTA bookers contribute $385 (19%) more to accommodation providers per trip by staying longer and spending more than non-OTA bookers
  • OTA bookers generate a higher flow on economic impact by spending $275 (17%) more on in-trip activities and meals than non-OTA bookers

 

Download the full whitepaper below



Blogs

ChatGPT and Market Research (Part 1)

2nd Feb 2023

ChatGPT is everywhere right now! Whether user generated content, mainstream or specialist news, we’re all asking ourselves the same question about the latest chatbot: is it any good and what does this mean for the future?

Read more

Travel means business

29th Sep 2022

Attitudes towards travel are increasingly positive, according to the latest Hotel Guest Survey (HGS). The study reported an increase in those who had already booked to travel both domestically and overseas, as restrictions were lifted, with business travel on the increase.

Read more

Price sensitivity to international school fees

8th Apr 2022

BVA BDRC Asia analysed the price sensitivity to school fees via our annual Brand Equity and Market Insights study for international schools, and to qualify the rationale behind how parents evaluate school fees.

Read more

Is homestay a leader in CX?

31st Mar 2022

Hotels were known for providing and leading the way in customer experience, well before we even knew that it was a thing. Hotels are hospitality, and hospitality is CX.

Read more