The new big trend in domestic travel
So often, we find ourselves writing about beautiful international destinations.
From Europe to Canada and Fiji, these are places on everyone’s bucket list.
But one thing we don’t write enough about is Aussies travelling domestically.
Luckily, thanks to some new research, Aussies are begining to travel not merely domestically, but into regional Australia.
Roughly 77 per cent of regional Australians and 73 per cent of city-dwellers visited a non-city destination in the past year according to new research from Kantar TNS.
And regional travel is even more attractive in 2018.
80 per cent of regional-dwellers and three-quarters (74 per cent) of those living in cities are intending to visit a non-city destination in the next 12 months.
The findings headline Domesticate 2018 – the 12th annual syndicated study into the travel attitudes of Australians and outlook for the domestic travel industry by Kantar TNS; but the major insight, says the company’s Director of Travel and Leisure Ed Steiner, is that the key to making a regional destination stand-out is to stop talking about ‘regional’ travel.
“People don’t think about regional destinations as brands. Marketers must be especially wary of language and talk about ‘experiences’ not ‘destinations’.”
“What is resonating with travellers about regional travel is the true diversity of experiences on offer.”
The key to unlocking a destination’s potential is emphasising the right combination of experiences that are unique to a place and its surroundings, adds Steiner.
“People’s need to constantly refresh is a consistent driver of their travel.”
“Escaping the ‘every day’ is vital and getting away from crowds is now the second most important motivator of intrastate travel after relaxation.”
“Australia is a short-break destination, yet we are competing with longer holidays to Fiji, Bali and New Zealand.”
“The impending Easter Long Weekend and upcoming school holidays are popular times for families, especially to explore their great Aussie ‘backyard’ and regional operators must promote their experiences first if they want to capture that market share.”
“Overwhelmingly, we found through our qualitative research that for Australians, it is what they can do at the destination that really counts, says Steiner.
“Travellers are drawn to experiences, which means destinations cannot be a one-trick pony.”
“In particular, Indigenous culture and post-settlement are motivators of regional travel – Australians want to learn more about our people, our past and our land.
“From delivering experiences that extend into the evening to leveraging the sounds and sights of nature, it’s all about optimising relaxation. Indigenous cultural experiences will also drive repeat visitation.”
Holidays are now considered an essential expense for Australians to ‘escape’ their city life. Short breaks alleviate stress, more so if outside cities, but regional marketers must get more savvy to cut through the clutter.
In 2018, the top five domestic travel experiences being considered by regional Australians are beach/coastal (64 per cent), metro/city (50 per cent), food/wine (40 per cent), national parks (38 per cent) and events/festivals (36 per cent).
For city-dwellers, it is beach/coastal (57 per cent), metro/city (47 per cent), food/wine (42 per cent), national parks (32 per cent) and a tie for fifth between small towns and events/festivals (both 29 per cent).
Interestingly; hills/mountains, rivers/lakes and bush/outback all rated greater than 20 per cent for both regional and city residents; while adventure also tipped the scale at 23 per cent for regional dwellers.
Regional Australians are also finding metro/city experiences less appealing this year (down from 59 to 50 per cent), the snow has more than doubled for both groups (from six to 15 per cent) while rivers/lakes are going to be more frequently visited by regional Aussies in 2018 (up to 33 per cent from 22 per cent).
The influence of all traditional travel influencer channels also fell in 2018 with the exception of word-of-mouth.
Destination websites fell to 30 per cent from 38 per cent in 2017, special packages and online offers to 27 per cent from 34 per cent and online review sites to 23 per cent from 31 per cent.
Critically, over half (54 per cent) of Australians also think most information on social media is unreliable compared to just 27 per cent of their APAC neighbours, adds Steiner.
“We are finding that Australian travellers are far more cynical when it comes to what information they consume and act upon using social media.”
“In fact, half of Aussies (49 per cent) feel the branded content on social media is not even relevant to them compared to a quarter (26 per cent) of APAC travellers.”
“This means it is absolutely crucial that content planning is not simply based around the reach of a network.”
“Brands not only need to improve the way that content relates to their customers in the moment, but they also need to work harder to build trust.”
Email the Travel Weekly team at traveldesk@travelweekly.com.au
@australia aussies regional research travellersLatest News
Linkd appoints Carolyn Nightingale and Lawson Dibb to new roles
Linkd Tourism sings praises of Carolyn Nightingale and dubs Lawson Dibb as Kyushu Tourism Office guru.
Celebrity Ascent makes its European debut
Choosing to cruise this northern summer? Celebrity Ascent promises to raise the bar.
NCL opens sales for Norwegian Sun’s APAC debut, announces 14 new voyages
It was to be 13 new voyages we heard, but given the numbers unlucky nature, an extra had to be thought up.
Inside Travel Group appoints Tom Welland Global Trade Marketing Manager
Heidi's Tom Welland heads to Inside Travel Group as its new Global Trade Marketing Manager.
Federal Government rolls out $1.4m program to promote careers in tourism across regional NSW
The Government taking a break from some of its pointier issues with some work in our incredible industry!
Australian visitors to South Korea surge
Japanned out? Aussies are adding South Korea to their bucket list.
G Adventures celebrates Dr. Jane Goodall’s 90th with new wildlife-focused trips
Fancy yourself as a bit of a conservationist? Put your skills to the test on the Jane Goodall collection.
Virgin Australia says suspended flights to Bali result of Boeing MAX delays
If only we had a company like Boeing to blame our mistakes on. Any takers? Get in touch!
Airline Review: Singapore Airlines Business Class – A380-800
The iconic Singapore Airlines' A380-800 is in a class of its own - business class that is.
South African Airways to relaunch Joburg – Perth flights as economic ties strengthen
Bringing two of the world's most distinctive accents closer together, for good or for bad is yet to be determined.
My journey: Before becoming a travel agent I was… a palliative care nurse
Australind Travel & Cruise, Travellers Choice member Saibra Twigg reveals her life as paediatric nurse then to palliative care before a career leap to travel agent. How did you become a palliative care nurse? ST I went straight from school in nursing and initially specialised in paediatrics, working at Perth’s Princess Margaret Hospital for Children. […]
Emirates unveils future plans with new hub at Al Maktoum International Airport
We've also been looking into our future. It involves plenty of famils, we hope.
Australia fails to make top 10 destination list for American travellers
Australia's top cities have failed to make the grade with American travellers this northern summer, with no local city in the top.
APT Launches 2025 Asia Adventures
APT has launched its Asia Adventures for 2025, including new luxury holidays in India, Sri Lanka and Japan. Five new tours lead guests to the highlights of India, including a seven-night cruise along the rarely travelled Lower Ganges aboard the Ganges Voyager. Further south, Sri Lanka’s greatest destinations are revealed on a new 15-day Land […]
ANZAC Battlefield travel on the 2025 bucketlist
As Anzac Day dawns, agents prepare for a surge in bookings for the 110th anniversary of the Anzac Cove landings.
Former Channel 9 Getaway host and founder of TRIBE Jules Lund to speak at Travel DAZE
From blond-tipped travel reporter to Travel DAZE speaker, Jules Lund cuts through the BS.
HX’s Roald Amundsen finds aliens in the Antarctic
Forget whales, HX's MS Roald Amundsen captures aliens in the Antarctic - and they're not pretty.
Mayhem in France as 70% of flights face cancellation
I mean it wouldn't be France if there wasn't at least one strike.
Etihad Airways launches double-decker service with world’s only in-air three-room suite
We imagine falling asleep in the three-room suite is superior to falling asleep on your neighbour's shoulder.
Norwegian Cruise Line launches 2024 Europe travel season
Europe certainly has a lot of ports. Its time for Australia to up its game.
“The power of travel for positive change” – Intrepid’s Jenny Gray hails controversial all-women Saudi Arabia trip
There is an awful lot to love about this tour from Intrepid. Where do we sign up?
Princess names the Sun, unveils Sanctuary Collection + Star Princess to Alaska in ’26
A huge bottle of Veuve was smashed into the side of the ship to make things official. So no, we couldn't snag a glass.
Collette special offers across peak northern summer season
If you are craving a trip to Europe then grab this deal with both of your grubby hands.
Air India and All Nippon codeshare between the two countries
Here at TW we agreed that the photo would have worked better if they had swapped planes.
A&K offers minimum 18 weeks paid parental leave
Contrary to what the photo suggests this benefit is only applicable for humans. Back to work Mrs Jumbo.
NH Hotel Group rebrands as Minor Hotels Europe & Americas
Hang around the bends of the hotels. We imagine they will be full of a lot of branded content.
Scenic Eclipse II – the business of creating unforgettable life-changing memories
These cruise brothers from another mother offer a view of cruising on Scenic Eclipse II that is poles apart.
MSC builds new hospital ship with Mercy Ships
If you want to read a story that puts a smile on your face then this is the one for you.
“I peed on myself watching this” – Social media users squirm at Royal Caribbean’s Harmony of The Seas 55ft dive video
TW is not responsible for any involuntary actions your body might have after watching this video.
FLIGHT REVIEW: Qantas Boeing 787 Dreamliner business class
The real bonus is you're unlikely to be around screaming children. Hoorah!
Traveltek offers travel agents new rapid deploy cruise website
As always, if you have any issue with the platform, just turn it off and on again.
Experience whale watching & classical music at the Australian Festival of Chamber Music in Townsville
Disappointedly, the whales do not start singing in tune with the orchestra. Opportunity missed.
Fond, very Fond. London hotel famed for James Bond link adds ‘Classic Comforts’ lunch menu
James Bond author Ian Fleming was so fond if this hotel, it inspired the legendary phrase ‘shaken, not stirred’.
What sets Eclipse Travel apart with Africa expert Hilary Dubyk: Travel Weekly TV
If you want to know more about Africa, then Hilary Dubyk is your person.
Surge in Australians visiting Japan
Feel like all of your friends have just returned from Europe? Now it's Japan.
Seabourn announces Western Kimberley Traditional Owners as Godparents of Seabourn Pursuit
Seabourn has named Western Kimberley Traditional Owners, the Wunambal Gaambera, as Godparents of the ultra-luxury purpose-built Seabourn Pursuit. It is the first cruise line to appoint Traditional Owners as godparents of a ship. Seabourn Pursuit embarks on its inaugural season in the Kimberley region this June. The naming ceremony will take place on Seabourn Pursuit’s […]