Australian Travel Agent Barometer 2015/16 The Results Are In 

The Australian Travel Agent Barometer (ATAB) for 2015/16 results have been released. The survey attracted over 150 responses from both Australian Travel Agents and consultants nationally from all buying groups and both leisure and corporate businesses took part.

Key Issues this year were:

  • Australian Travel Agents are generally positive about the industry
  • Industry confusion over the role of ATAS accreditation
    • Most consultants (88%) were either unsure or said ATAS offered consumer protection
    • 37% of owner managers were either unsure or thought ATAS offered consumer protection to their customers
    • Many travel advertisers did not promote ATAS membership or logo and some were still using old travel agent license numbers. On a typical Sunday, out of 41 advertisements only 11 advertisers referred to ATAS in any form (3 used the ATAS logo and 8 mentioned)
    • Most agents acknowledged there was little unprompted consumer awareness of ATAS
  • Scarcity of well trained staff in the industry and strategies to keep existing good staff 
    • Staff costs were a hurdle for some to grow their business
    • A general scarcity of staff is a major issue
  • Online competitive pressure
  • Shrinking margins
  • Attracting new customers

Consumer marketing and attracting new customers was a significant issue with many agents joining buying groups with the hope of marketing support but few groups are delivering on the expectation