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TourRadar sees shift to direct app bookings; agents benefit from marketplace platform

Multi-day tour platform TourRadar reports travellers are increasingly planning and booking travel directly from their mobile phones, bridging the gap from inspiration to booking. More than 12 per cent of all November 2024 bookings came via its app – and advisors can also benefit from its seamless Agent Marketplace.

Multi-day tour platform TourRadar reports travellers are increasingly planning and booking travel directly from their mobile phones, bridging the gap from inspiration to booking. More than 12 per cent of all November 2024 bookings came via its app – and advisors can also benefit from its seamless Agent Marketplace.

TourRadar Co-Founder & CEO Travis Pittman told Karryon the findings represent a significant shift in how travellers plan and book organised adventures, turning inspiration into action with a few taps.

“When TourRadar started, people doubted anyone would book a $5,000 trip online – let alone on their smartphone. This shift proves otherwise and we’re excited to carry this momentum into Q1 2025’s peak booking season,” he said.

“The shift to direct bookings via mobile reflects a larger trend of consumers valuing convenience and immediacy. We’re seeing about 60 per cent of the bookings in the app are coming from solo travellers, so we are clearly filling a need for these consumers who prefer to do everything on their smartphones.”

Intrepid Travel tour group in Queensland.
Travellers increasingly expect a seamless journey on their mobile devices, from inspiration to booking. Image: Intrepid Travel

Pittman noted that the travel industry remains diverse and TourRadar strikes a balance between direct and agent-assisted bookings. Advisors can earn up to 15 per cent commission on bookings made via the Agent Portal.

“We’ve invested heavily in a platform that supports both, ensuring robust growth in agent and partner sales alongside direct bookings via our website or mobile app,” he said.

“Additionally, we’re expanding our efforts in creator-led activity, recognising the value of engaging new audiences. This balance reinforces the idea that travel planning can thrive in multiple channels, catering to different consumer preferences.”

How advisors can benefit

Group of 4 panel discussion participants at TourRadar travel industry event.
TourRadar CEO Travis Pittman (second from left) with Yvette Thompson (Intrepid Travel), Monique Van Gelder (FCTG) & Sean Martin (G Adventures) in Brisbane last year. Image: Cassie Tannenberg

Pittman said TourRadar’s Agent Marketplace can be accessed from a mobile web browser, if agents prefer to do the research for their clients on their phones, and teased new updates.

“TourRadar’s tech-first platform is already a game-changer for travel agents, offering a comprehensive solution to search and book organised adventures from over 2,500 operators worldwide,” he said.

“It removes the hassle of juggling multiple tabs to compare options – the big operators and emerging and boutique ones.

G Adventures tour group in Lisbon sampling wine.
G Adventures is one of TourRadar’s top tour operators. Image: G Adventures

“For now, agents can leverage our Agent Marketplace for a seamless booking experience, ensuring they can continue delivering exceptional service to clients while leveraging the latest technology. Watch this space for future developments!”

Last year, TourRadar partnered with Flight Centre, integrating its B2B platform technology to power the Flight Centre Australia website’s tour section.

For more info, head to tourradar.com