Search


Contact
BlogHeader_withIcons.jpg

Experiences Drive Australians’ Travel Habits


   Gianluca Armando, Director, APAC Posted on 6/15/17 3:45 PM

Shedding light on Australians’ travel habits is the new study commissioned by Expedia, The Wotif Travel Predictions 2017  <https://info.advertising.expedia.com/hubfs/Wotif__Travel_Predictions_2017_FINAL_Research_Report_9-11-20162...-2.pdf> . What the findings show is that the average Australian prefers international travel rather than domestic, and seeks a variety of activities while vacationing. Like other travelers across the globe, Australians want to ‘experience something different.’ Marketing your brand as having diverse and unique experiences can help tap into the Australian travel market.

Nearly 60% of Australians would prefer to travel to an international destination rather than visiting a similar, domestic destination. Additionally, two thirds (67%) of Australians agree that they would prefer to travel as far afield as possible, making the international Australian traveler an attractive one to a multitude of global travel brands.

 Australian traveler insights for you:

  • Focus on the holiday season. Half (48%) of Australians will be going away at some point over the summer break. Amongst those who are going away in January, two thirds (65%) are doing so as it’s a convenient time of the year to travel. Likewise, two thirds (64%) of those traveling to spend their Christmas bonus this January choose to travel internationally. To target Australians for travel during the holidays, consider launching advertising campaigns in May and June.Australian-Travel-Blog pic 1.jpg
 
  • Show a breadth of activities. Australians enjoy a diversity of options when they travel. In fact, 55% of them seek a wide range of activities. Some of the activities Australians seek are: experiencing a different culture, different food and wine, and seeing a specific site. Showcasing your brand as having a wide range of experiences will help differentiate you from the crowd.Australian-Travel-Blog pic 2.jpg
  • Show the uniqueness of culture. Equally important to a range of experiences is uniqueness—especially concerning culture. Indeed, 69% of Australians travel internationally to experience a different culture. While it is great to have a diversity of experiences, don’t forget to focus on the cultural experiences your destination can offer that are unlike anywhere else.

Australian-Travel-Blog pic 3.jpg

Incorporating these key takeaways in your marketing campaigns for Australian travelers has the potential to create an effective marketing campaign influencing this audience segment and growing your international travel base. Through this approach, travel marketers can appeal to the experience-seeking, global traveling Australian audience. To learn more, download the studay at:The Wotif Travel Predictions 2017  <https://info.advertising.expedia.com/hubfs/Wotif__Travel_Predictions_2017_FINAL_Research_Report_9-11-20162...-2.pdf> .

Reach the Australian traveler through advertising opportunities on our global brands in Australia.

Topics: Best Practices, Destination Marketing, Audience, Content Marketing, Asia Pacific

Subscribe to Email Updates

Subscribe to Email Updates


Contact Us

Get in touch with one of our
Media Sales Consultants

Press Inquiries 

Get in touch with our
PR Team

Follow Us

Twitter

LinkedIn


New Interactive VisitBritain Campaign Entices Spy-Inspired Travel with Kingsman Movie Integration

The highly-anticipated sequel Kingsman: The Golden Circle showcases the exciting, secretive and adventurous side of Britain’s most iconic cities and landscapes. Extending that excitement from the big...Read more

Using Data Insights and Scale to Maximize Your Campaigns with Targeting

As marketers, we know smart targeting is one the best ways to get our messages in front of the right audience. There are a multitude of online advertising opportunities and it can be challenging to...Read more

Data the Secret Sauce Behind Destination Marketing – Then It’s What You Do with It, Just Look at Hawaii And Smile

For Andrew van der Feltz, a 21-year-veteran in destination marketing, his “aha” moment came when he joined Expedia Media Solutions two years ago and he saw the data, as it were. “Getting...Read more

New Study Reveals Differences in Travel Trends of Chinese, Japanese, and Australians

Travellers in the Asia Pacific region represent a dynamic sector of the travel industry—especially considering all the diversity the region has to offer. Our latest research captures some of these...Read more

Canadian Hotel Scripts Turnaround with Expedia TravelAds

After working with Expedia TravelAds for two years, Brent Hohlweg, director of marketing at Water’s Edge Shoreside Suites in Ucluelet, British Columbia pulled the property’s...Read more