The idea distilled…
Holidays hold special and growing importance for Australians, especially now with global events and life’s challenges weighing in on our household health and happiness. In the pursuit of making our holidays happen, Aussies have widened their field of options on the consideration set and subsequently inputs and influences/ers – but as a result, the decision making landscape has become much more complex.
Our report is a valuable strategic guide pinpointing the critical moments to engage with Aussie travellers, and help them turn their holiday dreams into realities.
If nothing else, three things to fuel your growth…
Aussies are embracing more diverse travel options and making subtle changes to how they plan itineraries, ensuring they can still have those little luxuries that elevate a trip from good to exceptional.
The planning is as much of the fun and adventure, as the holiday itself – but it’s also an intense and meticulous process – there’s a lot at stake in making the perfect trip, for everyone.
To simplify the process, we’ve identified four key moments that matter: Dreaming, Discovery, Decision, and Details – each of these milestones presents an opportunity to positively influence and enhance the travel journey for audiences.
Some additional food for thought…
70% of Australians regularly consume travel content, whether planning a trip not, highlighting travel it is truly an always on dreaming category
3 in 4 travellers are willing to sacrifice in other areas of life to prioritise travel … for 1 in 5 this means working during the holiday, and 1 in 3 plan multi-stop adventures to jam in more experiences.
The window of influence is short, just 6 weeks/weekends at the earliest stages of the travel timeline to guide and shape decisions. After that, it’s about keeping the excitement going as travellers await their departure (spanning months, even years!).
