Australians ‘one push’ back to travel back, News Corp study reveals
Australians are retaining a keen sense of travel and are ready to examine current travel restrictions, according to an in-depth study of the country’s travel consumers released by News Corp Australia on Monday.
Announced at the company’s Future of Travel Forum in Sydney, the iconic ‘Emotional Connection Series – Travel’ has provided a blueprint for marketers to help engage the diversity of Australian travel consumers to to maximize success as travel restrictions become simpler.
The study, undertaken in partnership with strategic research agencies The Lab and Nature, focused on consumer emotions and how harnessing them can benefit marketers.
News Corp Australia’s Chief Executive Officer, Food and Travel, Fiona Nilsson, noted statistics showed that a recovery in the travel industry was close to reality.
âWith this study, we found that the majority (58%) of Australians are just a push away from getting back to travel, which represents a huge opportunity. [for brands] to trigger their re-entry into the category with the appropriate strategy.
âWe can confirm that underlying demand remains strong, but many consumers are understandably cautious and even reluctant to pack their bags, making it essential for brands to come up with tailored messaging strategies to force Australians back to action, âNilsson said.
News Corp Australia travel manager Dwayne Birtles said the study was designed to ensure the industry stays on top of the latest consumer emotions, attitudes, beliefs, intentions and expectations.
âA major challenge facing travel marketers today is finding the right rhetoric to encourage consumers to engage with them, and most importantly to feel protected as there is more to it. uncertainty than ever in travel.
âThis work will allow travel companies to better connect with their customers in more meaningful ways,â said Birtles.
Among the guest speakers at News Corp Australia’s Future of Travel Forum, the Hon. Dan Tehan, Minister of Trade, Tourism and Investments; and Alan Joyce, CEO of Qantas Group.
News Corp Executive Chairman Michael Miller spoke first to introduce the day’s speakers, and discussed the importance of national tourism to the economy and how the tourism industry is moving. its focus from international tourism to domestic tourism after COVID-19.
Miller said, âA booming travel and tourism industry means a thriving economy. For me, the numbers are pretty straightforward. The tourism sector contributes nearly $ 61 billion to the country’s GDP annually, and on top of every dollar spent, an additional 82 cents is generated for other economic sectors. “
Tehan, meanwhile, explained how Australia’s pandemic response set us apart from the rest of the world, stressing that his priority was to give Australians “the confidence to fly and travel again” and to focus on national trips.
âMake sure you spend your vacation here this year. Not only vacation here, but make sure you spend like you’ve never done before. “
During a question-and-answer session led by The Australian editor-in-chief Michelle Gunn, the minister was asked whether he thought the vaccine rollout was happening fairly quickly, with Tehan responding: âThe Australia’s first million doses took 47 days to roll out. The last million doses have been deployed in the past 13 days.
“I hope all Australians will be vaccinated by the end of the year.”
Qantas CEO Alan Joyce backed the idea and said Jetstar would fly six of its 787s that were traditionally used to fly from Australia to Bali, to places like Cairns, Perth and Darwin.
âQantas will use its flagship in its fleet, the 787s to fly from Perth to Sydney, moving six of our Jetstar aircraft from Japan to Australia to support more domestic travel.
âWe are now flying to Kangaroo Island, one of the many new flight paths. In fact, Qantas launched 45 new domestic routes in the past six months. More new routes than we have done in our entire history. “
Regarding international travel, Joyce stressed the importance of receiving the vaccine for travel, with 90% of frequent travelers to Qantas believing everyone on their flight should be vaccinated before traveling overseas.
âOur vaccine is our passport for international travel. We provide our customers with discounts and rewards for travelers who have been vaccinated, âJoyce said.
Following the question-and-answer session, there was a panel discussion with Margy Osmond, CEO of the Australia Tourism and Transport Forum; Norm Black, co-founder of TripADeal; and Karen Deveson, Managing Director of Insight Vacations and Luxury Gold, who spoke about new travel trends after the pandemic.
âWe’re seeing fewer and fewer people wanting to travel in large groups on cramped tour buses and smaller group trips as a big post-pandemic trend,â Black said.
News Corp’s National Sales General Manager Lou Barrett, who closed the event, said: “International travel will be a phased process, but I am optimistic about the future of travel for Australians.”