The Malaysian travel distribution system is highly fragmented and varied across the country. Whilst there are a very few national retail agencies, most agents are small, independent businesses, and contribute a varying percentage of business to Australia. There is no formal distinction between wholesalers and retail agencies in the Malaysia market.
Malaysian consumers are researching and booking their trips using a combination of traditional travel agencies and online options. Online bookings are growing rapidly in Malaysia amongst the Free and Independent Traveller (FIT) segment, particularly for flights, accommodation, car rental, day tours and entrance passes. The online environment is providing consumers with extensive destination information, and the ability to conduct price comparisons. Social media continue to gain popularity with Malaysians for sharing information. The preference for last minute travel purchases remains entrenched for most Malaysian travellers.
Commission Level: up to 15%
Commission Level: up to 10%
Commission Level: up to 20%
Planning and purchasing travel
Top tips for sales calls
Tourism Australia is a partnership marketing organisation and works closely with airlines and travel companies on cooperative marketing to drive conversion in all priority markets.
These targeted travel companies, including wholesalers, retail and online travel agencies, form Tourism Australia’s Key Distribution Partner (KDP) program with the intention to increase total booking value of visitors to Australia.
Each KDP is selected based on the fit with Tourism Australia’s market strategy, a shared target customer profile, shared funding of marketing activity, a commitment to training their frontline sales team through the Aussie Specialist Program and a commitment to selling quality Australian product and experiences.
Below are a selection of Key Distribution Partners that Tourism Australia is partnering with from Malaysia.
Tourism Australia’s activities in Malaysia are managed from its Kuala Lumpur office. For more information visit Tourism Australia’s corporate website at www.tourism.australia.com.
Tourism and Events Queensland also operates in Malaysia.