A new study has pinpointed a major challenge for the Australian travel industry: the booking experience is turning people off. And in a competitive market, that could be costing sales.
The Technographics: Travel study, from The Growth Distillery and research agency Verve, shows that while Aussies still rank travel as a top life priority, the experience of booking it is often frustrating. More than 40 per cent of Australians say they don’t enjoy booking travel. One in three delay a trip because the process is too hard. Half are more likely to abandon their cart or avoid recommending the brand altogether.
The tech disconnect costing conversions
That drop-off matters, especially for retailers, agents and suppliers competing for conversions in a high-intent category.
The research explores how technographics — a way of understanding customers based on how they use and relate to technology — can help.
Technographics doesn’t mean going digital-first at all costs. It means recognising that Australians engage with technology in different ways and adjusting the booking journey to match. Some customers want a fast, seamless digital experience. Others still want reassurance from a real person.
Tailored tech = Better business
By matching the approach to the customer, the study shows travel businesses can see strong returns:
- Interfaces that reduce confusion and decision fatigue appeal to twice as many tech-hesitant customers
- Brands that cater to both tech natives and those who prefer human support can lift overall consumer appeal by 40 per cent
- A more personalised experience across the entire journey – not just during booking, but in research and on-trip moments – can make travellers 33 per cent more likely to book again
This fits with wider travel trends. According to Flywire’s 2024 insights, 87 per cent of Australian travel providers agree the payment experience is a key part of their brand. But only 30 per cent say their systems are fully digital. That gap highlights the opportunity.
“As technology continues to increase its sway over not just what, but how and where we shop, it is essential for brands to understand the nuanced relationship between where technological intervention enables, but more importantly inhibits purchase behaviour,” Director of The Growth Distillery Dan Krigstein said.
“By simply looking at our potential customers through a technographic lens, brands can make what they already do more valuable to more Australians.”
KARRYON UNPACKS: Whether you’re a travel agent, OTA or supplier, technographics offers a practical tool for boosting conversions. For advisors, it’s about aligning your process with how each client prefers to interact. For suppliers, it’s a call to streamline digital journeys and preserve human support where it matters.
