New Report Uncovers How To Get More Aussies Spending On Domestic Travel

A shot of a young caucasian man in Sydney looking at the Sydney Harbour Bridge.
SHARE
THIS



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.

Image source: The Urban List

“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 List

Latest News

Eyeota Enhances Reach And Targeting Precision For RDA Research
  • Marketing

Eyeota Enhances Reach And Targeting Precision For RDA Research

Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby
  • Media

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby

Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad
  • Campaigns
  • Technology

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad

Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]

Agency Icon Sweeps The SABRE Awards
  • Marketing
  • Media

Agency Icon Sweeps The SABRE Awards

Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]

Former Agency Execs Launch Car Service Summon
  • Marketing
  • Media

Former Agency Execs Launch Car Service Summon

Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]