New research from Twitter has revealed Australians are eager to itch the travel bug.
So much so that travel conversations on the platform are up 53 per cent YoY, with Australia ranking the highest by far compared to any other countries.
With consumers going to extreme lengths to feel like they are travelling—think #fakeplanechallenge or #flighttonowhere—pandemic-induced travel restrictions have only heightened the desire for wanderlust-fuelled Australians to get their kicks elsewhere, Twitter said.
These kicks have come in the form of staycations. Unsurprisingly, there’s been a dramatic rise in Aussies taking ‘holistays’ in the past 12 months, taking trips locally or participating in local leisure activities.
But most interestingly, 70 per cent of Aussies on Twitter who have staycationed this year have done so to support the local economy. At a time when our nation is bouncing back from a recession, supporting the local economy has never been more important, Twitter said.
Twitter Australia’s sales director, Vanessa Jones, said now is the time for brands to be talking about travel.
“With a huge number of Aussies reminiscing on past holidays, planning forward looking trips and sharing thoughts on recent staycations—it’s a hot topic of conversation,” Jones said in a statement.
“If we focus on the latter point, whether it be brands such as Airbnb and Escape pivoting into more local territory to showcase alternative accommodation ideas whilst borders have remained closed, or Queensland Museum promoting a day out at the World Science Festival Brisbane, brands are offering ways for Aussies to make the most out local tourist options.”
— Australia (@Australia) March 26, 2021
“The clever use of quintessentially Aussie animals such as Kangaroos and ‘bin chickens’ (with a hint of currently-SA residing Zac Efron) cements the idea of being proud to be Aussie, resonating with consumers and making these campaigns culturally relevant,” Jones said.
“Through promoting the local economy, these brands are aligning with consumers’ values and tapping into the real-time travel talk we’re seeing on the platform.
“As the trans-Tasman travel bubble nears and Kiwi’s and Aussies rush to renew their passports, the desire for travel is reaching fever pitch. Brands across the board have shown their agility to adapt and reach audiences—even in the most uncertain of situations—and by tapping into this travel talk, they’ll be in good stead to reach a growing, hungry to holiday audience.”
Jones’ comments came shortly after it was revealed that two-way trans-Tasman travel between Australia and New Zealand will begin in mid-April, as reported by B&T‘s sister-publication, Travel Weekly.
Featured image source: Tourism Whitsundays/James Vodicka
Please login with linkedin to commentTwitter
Today, Integral Ad Science (IAS), a global leader in digital ad verification, released its Media Quality Report (MQR) for H2 2020, providing transparency into the performance and quality of Australian digital media, alongside global comparisons. Integral Ad Science’s H2 2020 MQR highlights brand safety, ad fraud, and viewability trends across display, video, mobile web, and […]
Quintis Sandalwood has appointed Illuminate as its global PR partner following a competitive pitch process. Proudly Australian, Quintis produces and markets Indian Sandalwood oil, logs, chips and powder products across the world to major companies in industries such as fragrance, aromatherapy, cosmetics, handicrafts and Traditional Chinese Medicine industries. Illuminate will be responsible for a global communications […]
Hopefully the weekend has given everyone enough time to recover from B&T’s 30 Under 30 awards and prepare themselves for our official photo dump! We shared some of the highlights last week, and now you can peruse all of the pictures taken on the night. Thank you to everyone for attending this year’s awards, and […]
Kinderling Kids Radio (Kinderling) has announced the completion of its move from DAB+, where it launched six years ago, to a direct-to-consumer streaming model, accessible online or through the Kinderling Kids iOS and Android app. The Parent Brand, the parent company of Kinderling Kids and Babyology, made the decision to shift as streaming and on-demand […]
Most people over 60 stay on top of their health with regular check-ups. Whether it’s eyes, prostate or breasts, they realise at their age it’s important. But one that gets ignored is hearing. They’d rather live with gradual hearing loss, and continually ask what, huh, pardon or sorry until it seriously impacts their life and […]
Creative communications agency Connecting Plots has been appointed by Casella Family Brands to handle the social media accounts for [yellow tail] wine in Australia. The win follows an audit of the Casella Family Brands social activities, which led to [yellow tail] rethinking its approach to social media and how it aligns with its overall marketing […]
v2food, has appointed HERO’s B.B.E as the lead strategic and creative agency for the brand following a competitive pitch process. v2food is an Australian pioneering food technology business with a global vision to feed the planet sustainably. After launching nationally in 2019, v2food has been on a mission to offer Australians an easy alternative to meat […]
Magnite (Nasdaq: MGNI), the largest independent sell-side advertising platform, today announced it has been working with Adform, the only independent global ad management platform covering all aspects of the digital campaign lifecycle, to scale first party identifiers in privacy-safe ways. With the pending elimination of third-party cookies, the industry must establish future-proof identity solutions for publishers and buyers.
The Commercial Producers Council is delighted to announce the appointment of Martin Box (pictured) as its new Co-Chair, effective immediately. Box, Head of Production at Airbag, joins Co-Chair Pip Smart, and fills the vacancy left by Lucas Jenner who steps aside from the Co-Chair role after four years of service, in accordance with the CPC’s […]