AirAsia X blasts Aussie tourism campaign
AirAsia X chief executive Azran Osman-Rani has slammed the latest phase of Tourism Australia’s There’s Nothing Like Australia campaign, saying it places the country “beyond the reach” of prospective tourists.
Speaking at an aviation conference in Sydney, Osman-Rani said the “high class” imagery showcased Australia as a unique destination but insisted a good brand campaign “simply isn’t enough”.
“It creates awareness, but there’s a lack of conversion,” he said. “It’s not just about getting their attention, but about getting them to book.”
Osman-Rani said the campaign would be a “tough sell” in Malaysia where people would struggle to relate to the experiences outlined.
He said Australian tourism would stand a better chance of fulfilling its “immense” potential in a intensely competitive landscape if it instead played to its strengths.
Its proximity to Asia, friendliness of the people and the accessibility of the language are all major drawcards, he said.
“Australia has a lot going for it, but often that doesn’t get communicated clearly enough.”
Suggestions of how to make a unique holiday experience in Australia affordable would have more appeal than the high end imagery used in the current campaign, he suggested.
“It’s like buying a car,” he said. “All we’re offering is that high end Mercedes Benz, but for every one that buys a Mercedes, there are 12 that buy a Honda Civic. That’s where a lot of the volume is and that requires a different level of engagement and communication.”
He stressed the importance of a two-way flow of passenger traffic to ensure the success of AirAsia X’s Australian routes and promised the airline would continue to work with industry representatives to resolve concerns about availability, affordability and choice within the accommodation sector.
“To see more investment in that sector would be great for everyone in the overall travel sector,” he said.
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