The Growth D_Stillery, in collaboration with research partner Verve Australia, has today released new research revealing that Australians are overcoming rising cost of living pressures to travel.
The comprehensive Travel D_Stilled Report found that 80 per cent of respondents agree travel is one of their most important goals in life. Director of The Growth D_Stillery Dan Krigstein said: “Our research reaffirms just how deeply ingrained travel is in the Australian psyche. Where there’s a will to travel Australians are finding ways to do so. Travel is not just a luxury but an essential part of our identity.
“Australians are eager to resume their adventures, with a significant percentage planning both international and domestic trips in the coming year. It will just look a little different to our habits from years prior.”
Although 51 per cent report rising living costs have adversely affected travel budgets, more Australians are planning to travel – with 57 per cent planning international travel and 92 per cent domestically in the next 12 months. They are also planning on spending more money, with more than half anticipating spending the same amount or more compared to 12 months ago.
The research reveals travellers are adjusting and adapting to keep the dream alive, with travel in 2023 requiring a pragmatic approach to ensure trips go-ahead. While the destination is considered non-negotiable, they are willing to compromise on how they get there, or in what they do when they arrive. DIY planning and direct bookings have increased significantly, with 45 per cent of respondents booking travel arrangements themselves.
Travellers are embracing self-sufficiency by eating-in and preparing their own meals while on tour, and cutting back on attractions and seeking free activities at their destination. Many are taking shorter but more regular travel as well as travelling more in off-season with one in three travellers avoiding peak season. Managing director national sales Lou Barrett said the research highlights opportunities for marketers in the travel sector to leverage in their pursuit of growth.
“We believe in providing our clients with valuable data and insights,” said Barrett. “The Travel D_Stilled report equips marketers with a deeper understanding of the travel preferences and aspirations of Australians. It will enable them to tailor strategies to effectively engage with their target audience and deliver real business outcomes.”
The study introduces seven key leisure travel mindsets, each with distinct emotional drivers, aspirations, and preferences. These mindsets dictate the trade-offs and compromises Australians are willing to make to fulfil their travel dreams. Ranging from Stress Relievers seeking simplicity and relaxation to Explorers ready to discover something new and Mindful Travellers prioritising sustainability, the report provides valuable insights for marketers to target specific travel segments effectively.
The findings also offer actionable insights for various categories. Airlines can use the research to cater to the preferences of Boomers and Millennials, who are expected to be the largest audiences for air travel in the next 12 months. Tour operators can tap into the interest of SINKS and Boomers, who are more likely to engage with their services and spend more on trips with flights. For cruise companies, the research identifies rising interest in cruises among Millennials, with a third planning to take one in the near future. Travel agents can cater to the preferences of Millennials and Boomers, who are the least likely to compromise on using their services.
The full Travel D_Stilled report is available here.
Please login with linkedin to comment
Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]
B&T's shining a light on industry folk prior to adland. Preference given to anyone purporting actual UFO abduction.
Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]
Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]
WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]