"Bragging rights" to help drive domestic market
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."
Email the Travel Weekly team at traveldesk@travelweekly.com.au
australia carolyn childs domestic travel domesticateLatest News
Former Tourism WA boss Carolyn Turnbull snapped up by Victor Goh’s hotel and hospitality division
Well, that didn't take long. The former head honcho, who left just two weeks ago, proves to be hot property.
“I love all things aviation’ – 19-year-old becomes third female to pick up SYD100 Scholarship
We might be mixing our metaphors here but women are making inroads in the aviation sector with this latest win.
‘The most terrifying experience and holiday of my life’ – First rescued Aussies return from New Caledonia
Celebrations for those returning, however 200 more Aussies remain stranded.
TFE Hotels updates member program with new user-friendly global offering
We don't think we've ever seen someone so happy to receive their coffee order.
Adventure World’s Make Travel Matter program offers travellers first-hand experiences that give back
We can all agree that the worst kinds of tourists are those that literally stop traffic for a picture.
Aldi adds travel collection to its notorious “aisle of shame”
"I studied at NIDA, how did I end up here?" thinks man who finds himself starring in an Aldi ad for a $20 travel pillow.
Ponant’s Le Jacques-Cartier arrives in Darwin for her inaugural 2024 Kimberley season
Here at TW we believe every ship should have its own entrance music when it starts a new season.
Webjet explores split of WebBeds and Webjet B2C via demerger
Was this a strategic move or do the teams at Webjet B2C and WebBeds just REALLY hate each other?
Rail Europe appoints Sandy Battle to new sales development manager role for APAC
If only every train was as beautiful as the one in this photo. Sydney subway - take note.
Heavy turbulence kills one with dozens injured on Singapore Airlines flight
Thoughts are with all of those impacted by this tragedy, especially the family of the deceased.
Tour Guides Australia backs Queensland Government Department of Tourism’s $2 million business capability subsidy
Here at TW we also offer our full support for any government body that wants to give us money.
Club Med Musandam is newest addition to the resort group and a first for the Middle East
Club Med has announced the newest addition to its Exclusive Collection portfolio with the opening of Club Med Musandam, the first Club Med resort in the Middle East. Set to be unveiled in 2028, the development of Club Med Musandam marks a significant investment milestone, surpassing the $100 million mark. A ground-breaking development as a […]
Louis Vuitton champions travel in campaign featuring Roger Federer and Rafael Nadal
Louis Vuitton has relaunched its iconic Core Values Campaign with a new chapter that sees tennis champions Roger Federer and Rafael Nadal. Shot by industry legend Annie Leibovitz, the campaign features the tennis icons summiting a mountain together in the Dolomites of Italy with the tagline ‘There are Journeys that turn into Legends’. Together, they […]
Garuda and Singapore Airlines to offer reciprocal benefits to frequent flyers, plus explore revenue sharing arrangements
Garuda Indonesia and Singapore Airlines will deepen their commercial partnership and offer reciprocal benefits to their frequent flyer program members, plus explore revenue sharing arrangements for flights between Indonesia and Singapore, subject to regulatory approvals. The frequent flyer program agreement was signed by Garuda Indonesia CEO Irfan Setiaputra and SIA CEO Goh Choon Phong in […]
WIN: Up your island game with Stuba’s latest wardrobe voucher competition for Aussie agents!
Can you imagine lying in this hammock in your brand new tropical outfit courtesy of Stuba, because we certainly can.
My Fiji announce an exclusive deal with new Crowne Plaza Fiji Nadi Bay Resort & Spa
My Fiji have announced an exclusive deal with the new Crowne Plaza Fiji Nadi Bay Resort & Spa, Fiji’s newest premium resort experience, offering exclusive packages for a limited time. Situated along the shores of Wailoaloa Beach, the resort offers 324 modern rooms, immersive amenities and world-renowned Fijian hospitality, Crowne Plaza Fiji Nadi Bay Resort […]
Hamilton Island’s $30m family-friendly boutique hotel: ‘In the pool with the kids 30 minutes after landing’
While we all crave Qualia, we can't always leave the kids with the in-laws... shame.
Club Med’s Michelle Davies gives us the rundown on all-inclusive travel : Travel Weekly TV
Hint: at Club Med it's all 'thrown in', but Michelle does a far better job of explaining it, so we'll leave it to her.
Qantas and IndiGo pen new codeshare agreement for extra AU-India routes
Local curry house a bit too bland for you? Your journey to Masala heaven awaits.
Sydney Swans greats announced for Crown Princess cruise
Princess Cruises has partnered with the Sydney Swans to offer fans the first-ever AFL Member cruise aboard Crown Princess. This four-night voyage to Tasmania departs January 25, 2025 and guests will be able to immerse themselves in a once-in-a-lifetime Sydney Swans experience featuring special events and activities dedicated to fans. The cruise will feature Sydney […]
Most Aussies approve of sustainable travel, but the rest are over hearing about it, Booking.com report finds
Shout out to the 34% of you who are over hearing about sustainability... This article is for you!
Australia’s aviation sector COVID recovery complete, says ACCC’s Domestic Airline Competition report
Sick of the C-word? We promise not to utter it again - maybe. Even the ACCC says our recovery is complete.
Murray River Paddlesteamers offer 10 per cent commission for agents booking Australian Star sailings
The Mississippi it's not but the Murray River is promising a flash five-star cruise paddlesteamer.
Expedia’s chief technology officer and senior engineer sacked for company policy violation
What happens in Vegas, stays in Vegas. Apparently not as tech guru and top engineer get the chop post-conference.
Qantas and Virgin change tune on aviation ombudsman ahead of white paper release
Here on the news desk we're awaiting the arrival of the white paper like a new Taylor Swift album. You are too, right?
Gold Coast’s RACV Royal Pines Resort unveils 24m LED mega screen, the largest in the Southern Hemisphere
Too much screen time, or too much screen! At 24m long, this LED at RACV will be a challenge to read from left to right.
Wackadoo! Bluey’s World is set to open in Brisbane
Wackadoo! If this gets out, then the anklebiters will be booking flights themselves.
Listening to whales, followed by Ales and Prawn Tails on the Sunshine Coast
Queensland’s Sunshine Coast is preparing to welcome more than 40,000 humpback whales that are making their way up the Australian east coast on their annual migration. The Sunshine Coast is one of Australia’s premier whale tourism destinations, built on its long-established whale watching cruises and Sunreef’s pioneering Swim with Whales experience, which celebrates its 10th […]
Webjet relaunches partnership with AirAsia with a huge Asia flights sale
Online travel agency Webjet has have relaunched their partnership with AirAsia with a huge Asia flights sale, available until 2 June. To give customers a greater breadth of choice and price point, hundreds of new flight options to Aussie favourite destinations have been added, including Bali, Kuala Lumpur and Bangkok via AirAsia, AirAsiaX, Thai AirAsia […]
The Star addresses US takeover rumours in ASX update
Personally, we think the world would be far more interesting if ALL rumours had to be addressed in the ASX.
ATE 2024 kicks off in Melbourne welcoming over 2,600 delegates to MCEC
Very impressive turnout here! Although we imagine it's bad news if you're waiting in line for the dunny.
Vivid unveils one-of-a-kind light and sound journey on disused Sydney train lines
Curated by an artist who thanked Sydney drug dealers for helping him win an ARIA, this commute will be a bit different.
Compass Expeditions’ Burke & Wills Karumba-bound 16-day 4WD adventure
A man's not a camel! 4WD enthusiasts get to follow explorers' ill-fated path... with in-car coolers on full charge.
Luxury Lodges of Australia adds Bullo River Station outback experience to its collection
This experience is so luxury that even the wild kangaroos have been known to wear Louis Vuitton.
Virgin under fire for cruise ‘giveaway’ made near impossible
Considering it was Sir Richard Branson who awarded the prizes on Facetime, we think these guests deserve a call back!
Search continues for missing after cruise boat tragedy on the Danube claims two lives
River boat tragedy on the Danube Bend claims two lives after cruise ship collides with smaller vessel.