New Report Uncovers How To Get More Aussies Spending On Domestic Travel
With international travel now estimates to be off the table until at least mid-2022, agents and travel marketers alike are asking the same question: what is the most effective way to get Aussies to book domestic holidays?
Urban List, in partnership with Nature and The Lab, have put together a research report that delves into how travel marketers can convince Australians to see their own backyard differently.
The report, Urban Insights, revealed that only one in three Australians plan to spend the same amount of time and money travelling domestically as they would if they were headed abroad.
The survey respondents were asked questions about effective travel marketing and uncovered three main points to keep in mind when advertising to, or just speaking to, Aussies about domestic travel.
Dream vs duty
Since the massive bushfires of early 2020 and the devastating border closures that resulted from the global pandemic, it’s only natural that Aussies would want to contribute to local tourism recovery.
However, the report suggests that the “warm glow” of doing your bit for the economy is not a strong motivator for Aussies to spend what they would normally put aside for international jaunts on a domestic trip.
Those surveyed were more receptive to tourism ads that focused on inspiration and wanderlust than to ads encouraging Aussies to support the local industry.
Eighty per cent said Tourism Western Australia’s ‘Wander out Yonder’ campaign made them want to visit the destination, compared with just 45 per cent who said Tourism Australia’s ‘Holiday Here This Year’ campaign made them want to travel domestically.
Seen vs unseen
It is fair to assume Australian’s are familiar with our most famous landmarks and iconic wildlife. While images of the Harbour Bridge and frolicking kangaroos is effective for attracting loads of international visitors, they may seem too familiar to invoke wanderlust in an Aussie.
The report also points out that travel these days is less about hotspots and more about the path less travelled.
The report analysed a sample of more than 100,000 social media posts to capture the difference between what the industry is posting to attract travellers versus what travellers are posting when they explore Australia.
“While the industry is leaning heavily on wide-angle landscapes and cuddly fauna, consumers are getting much more specific about the culture and experience,” the report said.
Comparative vs unique
This is where many travel marketers are shooting themselves in the foot: by comparing Australian experiences and landscapes to those you can find overseas.
According to the report, while this method can be done well, it usually leaves travellers with the bitter taste of remembering that they cant have the “real thing” and will have to “settle” on an Australian version.
Leaning into Australia’s unique and distinctive landscapes, culture and heritage frames domestic travel as a new and exciting experience rather than second best.
Susannah George, CEO and founder of Urban List, said: “Together, we need to override the inertia – moving Australians to overcome our decades-old cultural cringe, to unpack a deeply entrenched second-best psyche and undo preconceived notions that what’s going on ‘over there’ is more culturally enriching and worthy of our precious resources: time and money,” George said.
“And to do that we need to convince Australians that our destinations aren’t just places. They are cultural experiences every bit worthy of their investment; experiences that are at their very best in this moment –uncrowded, safe, restorative and inspiring.”
Featured image source: iStock/SolStock
Please login with linkedin to comment
domestic travel Nature Susannah George The Lab Travel marketing travel spend travel spending Urban Insights Urban ListLatest News
History Has Arrived: It’s The Cairns Crocodiles Inaugural Shortlist
Pen the acceptance speech and ready your best thongs and muumuu, because the Cairns Crocodiles shortlist has arrived.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Integral Ad Science, a global media measurement and optimization platform, today announced a market integration with Roblox, a global immersive platform for connection and communication. Available for advertising campaigns on Roblox later this year, IAS’s Viewability and Invalid Traffic (IVT) Measurement products will provide advertisers increased transparency into the quality of their Immersive Ads within […]
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.
Stay In The House From Up! Airbnb Introduces Icons
Airbnb is now letting people stay in "iconic" places that sadly doesn't include the house from Silence Of The Lambs.
Changing The Conversation: The Role Of Media In Ending Violence Against Women
Governments are finally waking up to the DV crisis. Here, B&T chats with Jasmin Bedir on the role media can play.
“If You Want To Listen To Something Else, Go For It”: Fifi Box On Blocking Out The Noise & Focussing On What Works
No one is at the coal face of Melbourne radio like Fifi Box. Here, she chats with B&T without coughing up a lung.
Spotlight On Sponsors: Ferrari Signs Landmark New Title Sponsor
B&T continuing our series on sports sponsorships. And, yet again, there's little good news for the ten pin bowlers.
Choose A Path Less Trodden This Cannes In Cairns
Not since Wonka opened the factory has there been such a hot ticket in town. Here's how to make the most of Cairns.
Cannes In Cairns MC Keeva Stratton Shares Her Top Session Picks
Quip boss calls out her highlights of the Cannes agenda. We're assuming B&T staff b-boy demonstration was an oversight.
Here Are The Agencies That Made AFR’s Best Places To Work List And What The Industry Can Learn From Them
Did your office not make the list? Make sure your boss shouts at least two schooners at office drinks come Friday.
Get Ready, B&T’s Best Of The Best Is Back With The Top Holding Company Executive Leaders – Creative!
Want to know who the Grandest of the Grand Poobahs in the industry are? Look no further than this exhaustive list.
How A Glittering Campaign Helped The Australian Museum Sell 400,000 Tickets
B&T thoroughly enjoyed the Ramses exhibition at The Australian Museum, despite thinking we were going to the Archibald.
TV Ratings (30/04/2024): A “Shoey” Straight From A Fish’s Mouth Launches The Cheap Seats Into 2024
Last night's TV saw horny farmers beat Lego nerds, who beat fame-obsessed home cooks, who beat a chap with a large fish.
Spotlight Extends Partnership With Starlight Children’s Foundation
B&T always happy to promote the excellent work of the Starlight Foundation. Less so the Starfish Fanciers Foundation.
Amazon’s Advertising Quarterly Revenue Soars To $11.8bn
There are so many Amazon couriers visiting B&T headquarters at the moment our office dog doesn't know who to maul first.
VML Wellington Welcomes Jacob McGregor As Pou Ārahi Māori
McGregor set to lead cultural competency and safety at VML Wellington in important new gig.
“They Grow Up So Fast”: Simon Fowler On Five Years Of ABEL
Abel's CEO talks lessons learned from the agency's first five years. Including staff nicking all the Nespresso capsules.
Kyle & Jackie O Urge Melbourne To Pick A Side
Who can stop Kyle & Jackie O's indelible march into Melbourne radio? Is Peter 'Moony' Moon waiting by the phone?
Future & Taika Waititi Feature In Striking New Global Belvedere Campaign
Not only does drinking vodka make you cool like these dudes, it also has great weight loss properties for the bone idle.
The Fall Of Bonza: A Case Study In How To, And Not To, React In A Crisis
Does the collapse of yet another budget airline hark back to a gentler time of 17 hours spent on a Greyhound bus?
Opinion: Agencies, Be Unique – Stop Using The Word “Unique!”
Trinity P3's Ellie Angell says agencies are overusing the word unique. You could add omnichannel & holisitic to that.
Ex Marketing & Advertising Exec Releases Melanoma Memoir
Ex-adlander Anne Gately has penned a tome to skin cancer. Which is a handy reminder to check your moles, people.
Mamamia Appoint Danni Wright As New Head Of Strategy
Danni Wright takes up Mamamia's strategy reins with a feng shui expert called over positioning of office chaise lounge.
From The Bureau: Championing Competency & Cross-Industry Collaboration
The IAB's Jonas Jaanimagi calls for more specialisation in adtech. Meaning you'll understand it less than you already do.