The Growth Distillery, in collaboration with The Research Agency, has released Reframe: Travel, revealing consumers are increasingly prioritising how a trip makes them feel rather than the physical destination itself.
Three in five Australians start their holiday planning process by thinking about why they are going on the trip, before even considering where they are travelling to.
This shift in behaviour towards the emotional aspects of travel presents an important opportunity for brands to realign their messaging, capture more value, and cultivate deeper consumer loyalty.
The study identified seven key emotional ‘internal destinations’ that travellers journey towards:
1. Affinity: building deeper connections through the power of shared memories.
For brands: help them find connection, without any need for compromise or sacrifice.
2. Wonder: the pursuit to discover awe in every moment.
For brands: deliver moments that feel personal, so that every travel experience feels unique.
3. Indulgence: a journey to relax, reward and revel in the finer things.
For brands: incorporate indulgences at every moment so the value of the investment is continually present.
4. Security: the conscious pursuit of peace of mind.
For brands: offer a feeling that they’ve ticked every box so they feel confident to let go and explore.
5. Growth: stepping into the unknown and embracing a challenge.
For brands: provide assurance that you have their back when outside their comfort zone.
6. Self: reflecting inward to rediscover clarity and recharge.
For brands: encourage opportunities for disruption from routine and space to pause, while supporting personal growth goals.
7. Ideals: travelling with purpose and being guided by values.
For brands: signpost value-led options across travel touchpoints, so that it’s easy for travellers to do what they think is right, when it’s right for them.
“Sixty percent of Aussie travellers say the way travelling makes them feel is more important than the destination they visit,” The Growth Distillery Research Director Ciel Graham said.
“Our Reframe: Travel guidebook breaks down what these motivators are, how to identify them, and how brands can show up in exceptional ways to drive more meaningful connections with travellers”.
The Growth Distillery is an independent research think-tank, powered by News Corp Australia.
