Data comes from the behavioural data from the News Travel Network audience, combined with a recent consumer survey of just under 1,000 people to understand sentiment, intent and motivating factors in booking both domestic and international travel.
First up was Fiona Nilsson talking about the seasonal snapshot, and giving an update on how much interest in travel has spiked.
The prospect of international travel is re-energising Australians and confidence is starting to return with 49 per cent of Australians surveyed currently confident in booking overseas travel.
Pent up demand and delayed gratification has culminated in the ‘mega-trip’ for consumers as 48 per cent see travel as an opportunity for once-in-a-lifetime experiences that they’ve missed due to Covid, and for 54 per cent it is about having as many experiences as possible.
Consumers have missed or delayed celebrating big life moments and have spent limited quality time with family and friends, and travel provides the opportunity to re-engage and truly appreciate loved ones.
After a year where people have experienced emotional upheaval and a sense of ‘feeling stuck’, some travellers will be looking to expand their boundaries and step outside their comfort zone.
Having selected the relevant tour or experience, the content is designed to promote all elements and inclusions plus drive further discovery and enquiry through branded elements.
Bookable Video – Branded travel video content creates opportunity for a variety of interactive touchpoints and all within the video player experience.
Travel Targeting – Clients can find the right audience target for their strategy with a raft of new first party data segments via the News Connect platform from next week.
• Travel motivators and what Australians are seeking in a travel brand are still anchored in the impacts of Covid and lowest price is not a deciding factor – Top travel motivators are about safety, connection or getting away from stress.