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PhoCusWright's Australia/New Zealand Online Travel Overview
PhoCusWright, July 2007
Despite its geographical proximity to, and inclusion in, the Asia Pacific (APAC) region, the social and cultural ethos of the citizens of Australia and New Zealand (ANZ) are more akin to the United Kingdom and United States than to neighboring countries like Indonesia, Korea or Malaysia. This affinity stems from the historical, cultural and economic context of both countries, which are more closely tied to the U.K. and U.S.
The context is crucial because it impacts the demand and supply side travel structures that have evolved for both leisure/ unmanaged and corporate travel. At a structural level, key online drivers such as electronic fulfillment, the English language, global management practices, comfort with online credit card purchases, 100% e-ticketing, supplier direct strategies and an active online travel agency mar- ket, mirror the drivers present in the U.S. and U.K.
But key differences also exist, particularly on the supply side of domestic air where just two airlines dominate the Australian market and one airline controls New Zealand. In addition, Australians and New Zealanders (also referred to as Kiwis) are known for their active lifestyles, whereby sport is an aspirational career, lifestyle choice and travel driver.
Although ANZ’s 25 million population caps the opportunity relative to other high growth markets like China and India, the total travel market is still a sizable US$22.2 billion. Online growth potential is also enhanced by the fact that the entire travel opportunity is addressable for technology-enabled disintermediation. In contrast, despite having 93 million domestic air passengers, Japan, for example, has a high barrier to entry due to supply side issues, and online growth prospects are consequently hobbled.
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