News Corp Australia’s independent think tank, The Growth Distillery, recently undertook an extensive consumer research exercise to unpack the travel sector, speaking with 1650 Australians to understand the ‘moments that matter’ for travel intenders in turning their travel dreams into reality and the role travel brands and providers now play.
By Ciel Graham, research director, The Growth Distillery
One thing is certain, holidays are no longer just an escape, they’re a necessity. I mean, who doesn’t crave a holiday? As Australians, it’s almost ingrained in our DNA. We seem to always be planning the next one. Yet despite the growing cost of living pressures, travel remains more essential than ever – with more than half of respondents saying travel is more important now than it ever used to be.
What is also apparent is that Aussies are resilient, adapting rather than retracting from their travel needs. Instead of pulling back or avoiding travel due to difficulties (like economic issues), they are finding ways to adjust. Our survey showed that:
• 83% are now open to explore different holiday options than they were before.
• 73% will sacrifice and compromise on other aspects in their life to make holidays happen (and that 1 in 5 plan to work in some capacity while away.)
• 82% are getting savvy with budgets to fund holidays as cost of living pressures persist.
• 3 in 5 travellers are embracing new technology to help design and manage their own itineraries.
The journey of planning holidays is just as important as the destination according to 77% of respondents.
Travellers crave inspiration and guidance, but the abundance of options has made the process more complex. In fact, half of our survey respondents admitted feeling overwhelmed by the sheer volume of content available (from travel sites, to bloggers and influencers) and are now turning to trusted brands like escape.com.au for guidance. Three out of four respondents also confirmed that they enjoy the planning process just as much as the trip itself and describe their holiday planning activities as pivotal to their successful holiday – which in most cases is far from seamless.
Through our conversation with consumers, travellers described an intensive 8-stage journey of distinct yet interrelated moments when crafting the perfect trip, being Dream, Realise, Research, Plan, Book, Prepare, Travel, and Return, all focused on managing the myriad of inputs consumers encounter. It’s fun, but it’s a lot to consider.
In response, we’ve set out to simplify this journey, directing attention to the four moments that matter most – those critical moments of transition where cognitive load is high, where travel intenders are currently underserved, and where brands can have the greatest impact on consumers.
Ciel Graham
• Moment 1 – The Dreaming Stage
We are always thinking about a holiday, reflecting on past experiences, absorbing new ideas and imagining what could be next – it’s a marathon, until the realisation manifests, then it’s a sprint.
Marketers guide – Keep your communications casual, fun and pressure free so consumers will know where to turn to for help when they’re ready.
• Moment 2 – The Discovery Stage
There is an active intention to “go on holiday” and travellers become active information and advice seekers. An enjoyable and exploratory stage, but it also brings tension as these possibilities need to become practicalities – it’s hard to decide where to go, what to spend, and who to trust for guidance.
Marketers guide – Stay inspirational, but match the consumers’ more focussed mood and intensity with subtle reality checks.
• Moment 3 – The Decisions Stage
The trip is real and travellers are committed to bringing their holiday dreams to life – it’s about securing bookings and making payments with as little compromise as possible.
Marketers guide – Keep consumers focussed on the decision made and how to achieve it – it’s the time for information, not more ideas.
• Moment 4 – The Details Stage
While departure may be months or even years away, the planning isn’t over – though it’s less active and more intermittent. Timing is everything and travellers still need help whether it’s avoiding FOMO by securing a table at the best restaurants, or ensuring they have done all the required paperwork.
Marketers guide – Provide consumers with relevant trip information and ways to make it extra special. Avoid annoying them with deals or alternatives they likely can’t take advantage of.
A helping hand – Where are we going and how do we get there?
Australians are experienced travellers, but they do need support and guidance as they navigate the dreams and realities of travel. Knowing who and where travellers are in their journey, and how to reach them, is key for travel marketers.
Here are some rules of engagement to remember:
• Dreaming sets the tone for the whole holiday – Always on and always inspirational is not just critical, but expected and sought out by Aussie travellers to fuel their love of travel. Keep them interested and give them a reason to say yes to travel.
• Make an early, but also lasting, impression – Turning dreams into trips is a complex process with a choreography of considerations and decisions at every step. Be their travel companion at every point, right up until departure day.
• Beware of adding to the impersonal clutter – Travellers love imagery, information and expert insight, but they’re also overwhelmed by both volume and (ir)relevance. Provide them with practical tools and valuable advice that endears you to them, and helps them stay focussed on their own dream holiday, not someone else’s.
To find out more and to take a deeper dive on three of the more complex and dominant traveller journeys groups including Family Travel (with kids), Ocean Cruising, and Indulgent Getaways, download the Moments That Matter Travel report HERE.
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Top image: Ciel Graham