"Bragging rights" to help drive domestic market

"Bragging rights" to help drive domestic market
By admin


Growing confidence among Australians is creating huge opportunities for domestic operators who must provide experiences that give consumers "bragging rights" over their friends, according to new research.

Although recent "tough times" have seen interest in domestic travel fall behind outbound travel, the Domesticate 2012 study by TNS Global showed the picture could improve as Australians become more optimistic.

At the report's release this morning, researcher Carolyn Childs revealed that Australians are starting to connect with the idea that "we're in a pretty good place".

Although the shift has not yet translated into purchasing behaviour, she insisted consumers are now "not frugal but considered". She stressed the need to create "bragging expereinces".

"Holidays are one of the main things people are saving for," she said.

But she highlighted the need for domestic operators to "tell stories" in order to remind Aussies of the breadth of experience on offer on home shores as the strong dollar continues to see many people head overseas in search of value.

With "reconnection" still a major driver for the domestic holiday, the family travel market was identified as a logical focus for efforts to grow the industry, and instill the idea of an Aussie holiday as "habitual".

"We were travelling less domestically so we weren't creating the idea it was natural to take an Australian holiday," Childs said.

Making it easier for families to travel locally and providing experiences that cater for the whole family with an element of learning is vital to appeal to the segment.

Both cruising and road trips were highlighted as areas of growth that had captured the interest of families, with cruises removing the stress often involved with a holiday, and road trips providing a sense of spontaneity.

Childs stressed that operators should not see cruise lines as the enemy, and should instead search for in-port opportunities to work together.

Meanwhile, she highlighted infrastructure as an area that requires attention with more beds in cities, better beds in regions, structured product for road trips and better port facilities for cruisers all on the to-do list.

Operators must also seize upon digital trends, she warned, capitalising on platforms such as TripAdvisor, social sharing tools and online booking capability.

But providing "braggable" experiences should still remain top priority.

"The best way to facilitate sharing is through bragging," Childs insisted. "We've got to create bragging rights."

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