Travel confidence growing, industry experts say
Confidence among travellers is positive and growing, but snap border closures continue to hamper the domestic tourism industry, leading travel and tourism experts said at Are Media’s inaugural TRENDtalks event.
The panel discussion, held last week and hosted by Gourmet Traveller editor Joanna Hunkin, examined the issues and trends facing marketers in the post-COVID-19 world.
The event was introduced by NSW Minister for Jobs, Investment, Tourism and Western Sydney Stuart Ayers.
Robert Dougan, executive general manager, strategy and research at Tourism Australia, said that the organisation’s tracking showed increased consumer confidence among travellers and a wider global perception that Australia is a safer place to travel to since the pandemic started.
“From a traveller perception point of view, it’s really positive,” he said.
“There are areas in Australia and parts of the sector that are doing really well … you can see a change in the tone of the media and as that starts to get more positive, I think it will end up with more security around people actually booking … perceptions will start shifting wallets.”
Dougan said domestic border closures, while brought in place to keep Australians safe, had slowed down the recovery of tourism.
“And we see in our search and forward booking data that recovery is slower every time we see a closure, so I’m hoping that vaccines get rid of that problem and we start to see money follow into the industry after that,” he said.
Tourism New Zealand’s general manager for Australia, Andrew Waddel, echoed the sentiment.
“We are really seeing confidence grow,” he said. “Consumers and travellers are a lot more comfortable with COVID, but it’s the snap border closers that will continue to be a concern.
“If we are able to get beyond that and build it into the consideration when planning a holiday, I think we’ll see quite a fast return.”
Caddie Marshall, general manager of Orange360, the regional tourism body representing Orange and its surrounds, told the virtual panel that tourism to the city had boomed since COVID restrictions were relaxed.
“We had spent the last two years focused on the 28-to-34-year-old market,” she said.
“What we have seen is a return to our more traditional market of 50-plus. They are looking for high-end immersive experiences and they are willing to pay.”
Anthony Laver, group general manager of sales and marketing at Scenic, said there was also a change in the types of experiences travellers were looking for.
“There is a shift away from ‘big is better’. People now want to go to areas that not a lot of people go to and have more engaging, discovery experiences,” he said.
“The high-end luxury market is evolving to the very intimate, customised, immersive experience.”
While domestic travel is likely to remain the main vacation option for most Australians in the coming year, Tourism Australia’s Dougan said it would not replace the money spent by international tourists.
“There is only so much demand we can get from the domestic audience, so for travelling Aussies to make up for the international expenditure, they’d have to take about another four trips a year,” he said.
“Which is a lot. The industry is going to have to focus on driving yield where we can. Getting them to spend more while they are in destination and on experiences.”
Hunkin added that Gourmet Traveller is seeing “a huge appetite” among its audience for trusted, curated travel advice.
“They are eager to explore the best Australia has to offer and are looking to us to share those premium experiences,” she said. “They want to know where to eat, drink, stay and play and are looking to us, more than ever, to guide them.”
You can watch the full TRENDtalks travel panel session on demand here.
Latest News
Fiji Tourism Exchange 2024 opens with a vibrant ceremony at Sofitel Fiji Resort, Denarau
The two-day Fiji Tourism Exchange 2024, opened with a vibrant ceremony at the Sofitel Fiji Resort and Spa in Denarau. A pinnacle event in the South Pacific tourism calendar, the event brings together industry stakeholders from across the globe to delve into Fiji’s tourism offerings and cultivate long-lasting business relationships. Acting Prime Minister and Minister […]
Raes on Wategos celebrates 30th birthday and guests get the presents
World famous luxury boutique hotel Raes on Wategos, in Byron Bay, has launched its 30th birthday celebrations with a Raes Indulgent Escape package. Available for all stays of two nights or more, from June to August, the curated package offers an invitation to indulge in a shared celebration of Raes 30th birthday, whilst revelling in […]
Seabourn’s two new value-add offers for 2024-25
Luxe cruise line Seabourn is offering two value-added promotions featuring must-have fares and a generous shipboard credit for guests seeking to book their next voyage. The exclusive “A Sail to Remember” Event includes must-have fares on most Seabourn ultra-luxury ocean and expedition voyages in October 2024 and beyond. The “More Moments on Us” Event offers […]
PONANT commercial team expands to meet growing demand in APAC
Luxury exploration cruise line Ponant has announced significant updates to their Asia Pacific commercial team in response to accelerated growth across the region. “These structural enhancements signify Ponant’s dedication to meeting the evolving needs of our valued trade partners in the Asia Pacific region,” general manager sales & marketing, Asia Pacific, Deb Corbett said. “We […]
Gen Z and millennials on track for rise in Europe rail trips, says TruTravels
Despite what you think, Gen Z and Millennials are not 'off the rails', but instead want a fast track to Europe.
$230m joint Novotel & ibis Styles Melbourne Airport hotel prepares to open
Dear all business travellers, you're Melbourne experience just got a whole lot better.
Envoyage premieres Worldwide 2024 in Santiago
There has been a warm reception for 300 attendees at Envoyage's gabfest in Santiago, Chile.
Disney Destinations launches epic Aussie agent incentive
Everyone needs a bit of Disney in their life (apparently) and agents can get their next dose for free here.
IPW 2024: 960,000 Aussies took the trek to the Land of the Free last year
Nearly 6,000 travel industry reps descend on LA. Thankfully for all of their bosses, it's not in Vegas.
Nauru Airlines offers new direct flights from Brisbane to Palau on ‘Paradise Express’
No more island hopping to Palau as Nauru Airlines hits this boundary six.
Etihad Airways boosts connectivity with five interline partnerships
Etihad high fives itself with interline partnerships announcing a handful of new airlines, including Rex.
Discover the enchantment of India – A tale of timeless cities
Whether you're game enough to test out the street food or not, we recon India should be top of your list.
Qantas cops $100m penalty with passengers to get $20m back over cancelled flights
Qantas cops a $100m civil penalty, passengers to get back $20m over cancelled flights to resolve ACCC court battle.
Body found off Sydney Heads suspected to be missing cruiser
Tragic developments onboard Pacific Adventure this morning.
Wendy Wu Tours ‘Wonderlust Sale’ offers the wonders of the world for less
More for less... Great news for all apart from Wendy's wallet.
Booking.com launches AI Trip Planner in Australia and New Zealand
Booking.com launches new AI feature in Aus. We're hoping AI never gets the nuance involved with writing these jokes.
Voyages celebrates 40 years at Uluru with two new immersive experiences
No plans for celebrating your 40th this year? Here's a hot tip from us.
SkyDeck: The inflight entertainment you could never have imagined
Forget those external cameras you can live stream while in the air... With SkyDeck you can check it out for yourself.
Second Boeing whistleblower dies of ‘mystery infection’
Joshua Dean died from a fast-growing mystery infection on Tuesday.
Aussie winners of American Airlines ‘Sell Your Way to the USA’ announced
Show me the money! For the winners, Sell Your Way to the USA was worth getting involved in.
ANZCRO celebrates 30th with special edition of iconic New Zealand Book
Choice bro! ANZCRO celebrates its 30th with a special edition of its iconic New Zealand Book. Chur!
Room to move at Cairns Harbourside Hotel with ‘spacious’ new family package
Moody teens can eat two-minute noodles while younger brothers and sisters get to eat free with mum and dad. Win, win!
A&K unveils lavish around the world wildlife adventure in private jet
The kind of holiday that if you need to ask the cost, you probably can't afford it.
Flight Centre and Reforest hit one million trees target early
Nice one Flight Centre, we think you've earned an early Friday knockoff.
New cruise options spearhead stacked APT 2025 program
Just in case you thought you were running out of cruise itineraries, APT's here with a fresh batch.
Travel Weekly announces a new team to helm Australia’s No.1 travel trade title
Some shameless self-promotion from us, but we thought you needed to know who's bringing you the news.
IHG reveals plans for Brisbane’s first Kimpton in 2028
Just another reason to book that trip to Brisvegas. But don't jump the gun, it's not open until 2028.
Cruiseabout’s first store in five years opens in Perth
Perth gets a break from being behind the rest of the country with the addition of the first Cruiseabout store.
ATAS complaints process acknowledges non-economic loss
A High Court case win over 'disappointment and distress' on a cruise gone wrong prompts ATIA complaints change.
Cunard previews new Queen Anne
Yep, this one does exactly what it says on the tin.
Bunnik Tours unveils latest expansion to Iceland
Just as the Icelandic vikings did many years ago, Bunnik is expanding into new territories.
Australia’s first glamping retreat turns 25
25th anniversary gifts usually come in silver. Ours comes in the way of a news story.
Embrace the journey: Traversing the world with the Shokz OpenRun
If you’ve been on the wrong side of a final call in the airport, or missed the stop on rail journey, it might be time to invest in a pair of Shokz OpenRun headphones. Originally marketed as headphones for fitness fanatics, runners or cyclists with a keen to steer clear of a prang with a car, […]
Tourism Western Australia MD Carolyn Turnbull departs
Turnbull hints her new role will see her staying in the tourism and hospitality industry and who can blame her?
DriveAway launches Brit-Euro Blitz campaign
If agents can put the foot down quick enough and get involved, there are some great prizes to be won.
Fly and Stay Free with the Great Southern
Unlike those dodgy scam phone calls you're getting more and more of, there's no strings attached to this deal.