Australian Government - TRA
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Tourism Operators' Digital Uptake Benchmark Survey 2013 Research Report

This report contains the findings from the 2013 benchmark survey of tourism operators’ digital uptake in Australia, commissioned by Tourism Research Australia.

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Key Findings


  • The project covered four main topics of investigation – the online presence of tourism operators, their website adoption and management strategy, their online distribution approach, and their social media and mobile presence. Respondents are reported as being part of the GENERAL, ATDW (members), or ALL cohorts:

Online Presence

  • Almost all operators have their own email address. Representation on third party websites was very high for ATDW operators (94%) and much lower for the overall sample (76%).

Website Adoption and Management

  • While traditional features have been widely adopted (product information 95%, photo gallery 86%, Web-based inquiry form 74%, and maps 70%), more advanced website features such as user generated contents and online videos are only used by a third or less of the operators.

Online Distribution

  • In ALL cohorts about nine tenths of businesses or organisations take bookings for their products or services, either offline or online through their own website or through a third party.

Social Media and Mobile Presence

  • Three fifths in the GENERAL cohort reported they had an official presence on a social media site and seven tenths of the ALL cohort and four fifths of ATDW reported they did. Of these almost all (over nine tenths) in the three cohorts had a presence on Facebook.


  • Comparisons between the ATDW and GENERAL cohorts revealed that ATDW members have generally greater digital capabilities.