In a world that is becoming increasingly interconnected, the role of the internet cannot be underestimated. The digital revolution has touched nearly every aspect of our lives, and one industry that has been significantly transformed is travel.
Australians, known for our love of adventure and exploration, have embraced the internet's transformative power to reshape the way they experience the world.
Around 93 per cent of Australians now have internet at home, and our increasingly fast, reliable home internet connection has changed how we plan and book travel. In addition, the near-universal global internet connectivity has overhauled our experience once we’re on the road.
This article explores the ways in which the internet has changed travel, including the benefits to travellers and its impact on traditional travel industries.
Travel planning
Gone are the days when planning a vacation required poring over guidebooks, making countless phone calls and relying heavily on travel agencies. The internet has democratised travel planning, placing an unprecedented amount of information at travellers' fingertips.
With around 99 per cent of Australians accessing the internet these days, it’s no wonder we’re going online for travel planning. Travellers are relying on digital devices more than ever before, increasing their use of smartphones, computers, and tablets for researching travel options and booking flights and accommodation. In fact, 47 per cent use two or more digital devices when planning and booking travel, according to a 2023 survey conducted by data-based marketing company Signal.
Travel inspiration now comes from a multitude of online sources, such as travel blogs, social media platforms, and video-sharing sites. Instagram, for instance, has become a virtual travelogue, allowing users to explore destinations through others' eyes. Hashtags like #Wanderlust and #TravelGoals have gained immense popularity, exemplifying how the internet has enabled Australians to discover new places and experiences.
The emergence of online travel agencies and booking platforms has changed the way Australians secure accommodations, flights and other travel essentials.
Research from Tourism & Transport Forum Australia showed that the overwhelming majority of Aussie travellers are now booking their flights online, with 82 per cent of respondents saying they book their domestic flights online and 72 per cent favouring online for international flights. This is either directly with the airline (49 per cent domestic and 38 per cent international), through an online comparison website (23 and 22 per cent), or via a travel agency website (10 and 12 per cent). Websites like Expedia, Booking.com, and Skyscanner have streamlined the booking process, providing users with the ability to compare prices, read reviews, and make informed decisions.
Virtual exploration
The internet has introduced a new phase of travel – virtual exploration before departure. Australians can now embark on a journey of discovery from the comfort of their own homes.
Virtual reality (VR) and 360-degree videos have become powerful tools for showcasing destinations and attractions. As early as 2016, Tourism Australia launched a VR campaign that allowed potential tourists to immerse themselves in the stunning landscapes of the Great Barrier Reef, enticing them to make the journey in person.
Furthermore, museums, historical sites, and landmarks around the world offer virtual tours, enabling Australians to experience cultural wonders they might never have considered before. The Louvre in Paris, the Vatican Museums, and the British Museum all provide online visitors with the chance to explore their galleries and exhibits virtually.
The rise of the sharing economy and cultural exchange
The sharing economy, largely facilitated by the internet, has reshaped the way Australians experience travel.
Accommodation services like Airbnb have empowered locals to become hosts of travellers, as well as letting them stay with locals at their destination in accommodations that often provide a more authentic and immersive experience compared to traditional hotels. According to a report by Price Labs, Airbnb had 166,000 listings in Australia as of June 2023.
This shift toward the sharing economy has also sparked a rise in cultural exchange. Australians can now engage in other types of home exchanges, meet-ups and with people from different parts of the world, allowing them to live like locals and foster cross-cultural connections. Websites like HomeExchange and Love Home Swap facilitate these exchanges, fostering a sense of global community.
Seamless travel with digital tools
The digital transformation has extended to the journey itself, with a plethora of apps and tools designed to enhance the travel experience. From language translation apps like Google Translate to navigation tools like Google Maps, travellers can navigate foreign lands with confidence.
The convenience of these digital tools has led to a decline in the number of tourists getting lost or feeling anxious about exploring unfamiliar territories.
Moreover, contactless payment solutions have gained traction, minimising the need for cash while abroad. Australian travellers can rely on mobile payment apps and digital wallets to make transactions seamlessly, reducing the hassle of currency exchange and the risk of theft when carrying large amounts of cash.
Social media in travel
Social media platforms have redefined the way Australians document and share their travel experiences. We Are Social’s Digital 2023 report shows that the number of active social media users in Australia is 21.30 million, or 81 per cent of the population. This trend has significantly impacted the way Australians engage with travel, making social media more than just a means of sharing their adventures.
Social media serves as a rich source of inspiration for travellers through content shared by fellow travellers, influencers and tourism boards.
Travellers can search hashtags related to their interests, such as #AdventureTravel or #FoodieDestinations, to discover places that resonate with their preferences. This research phase is enhanced by the availability of geotags and location information, allowing users to delve deeper into the details of specific places and attractions.
We also turn to social media for detailed travel planning. Alongside tourism boards and travel agencies, travel bloggers and influencers often share comprehensive travel guides, offering advice on must-visit spots, transportation options and local cuisine. These firsthand accounts contribute to the creation of more authentic and enriching travel experiences.
The rise of social media has also changed the booking process. Travellers leverage platforms like Facebook and Instagram to follow airlines, hotels and travel agencies, staying updated on promotions, discounts and special offers then booking directly on social media or clicking through to their website.
Navigating through user experiences
One of the most significant advantages of social media in travel is the abundance of user-generated content that captures real experiences. We can now easily explore destinations from the perspective of fellow travellers, gaining insights into the practical aspects of a trip. This includes everything from airport experiences and local customs to travel hacks and tips for navigating public transportation.
User-generated content serves as a bridge between the glossy brochures and the authentic, day-to-day experiences travellers encounter. This realistic view enables Australians to better prepare for their journeys and make the most of their time abroad.
The impact on traditional travel industries
The transformative impact of the internet on the way we travel has not been without consequences for traditional travel industries, particularly travel agencies. The convenience of online booking platforms and the wealth of travel information available online have led to a decline in the use of traditional travel agencies. The Australian Federation of Travel Agents reported a notable decrease in the number of brick-and-mortar travel agencies, with many travellers opting for the autonomy and flexibility offered by online tools.
The hotel and accommodation industry has also experienced significant changes. While traditional hotels still play a vital role, the rise of platforms like Airbnb has introduced new competition and altered travellers' preferences. Australians now have a broader range of lodging options, from boutique hotels to cozy homestays, reshaping the way they experience local culture.
Environmental impact and future trends
While the internet has undoubtedly transformed the way Australians travel, it's crucial to acknowledge its environmental impact. The increased ease and reduced cost of travel planning and booking has contributed to a rise in global tourism, which in turn places strain on both natural resources and popular tourist destinations.
Looking ahead, technology continues to shape the travel industry. The integration of artificial intelligence (AI) and machine learning promises to further personalise travel experiences, offering tailored recommendations and real-time assistance. Virtual reality is expected to become more sophisticated, potentially enabling travellers to explore destinations in astonishing detail before making their choices.
The digital revolution has reshaped nearly every facet of the travel experience. While traditional travel industries have had to adapt to these changes, Australians now have unprecedented access to information, resources and tools that empower them to explore the world with greater ease and confidence.
As technology continues to evolve, the travel industry will undoubtedly adapt, offering new and exciting possibilities for future generations of adventurous Australians.
Author: Marshall Thurlow is the Director and Founder of Orion Marketing Pty Ltd.
He is a digital marketer with expertise in SEO, website design, content marketing and project management. With over 15 years of experience spanning government, not-for-profit and the private sector, he is well equipped to lead teams to success. He is a big proponent of environmental sustainability, critical thinking and progressive issues.
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