Social media fuelling domestic demand: Contiki

Social media fuelling domestic demand: Contiki
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Growing demand for local holidays from the youth market has seen Contiki significantly increase its 2012/13 Australia program.

Managing director Fiona Hunt confirmed the youth travel operator has added 25 extra departures across its nine East Coast itineraries, reporting a “positive result” for its domestic touring program.

Hunt attributed growing interest from the youth market to social media platforms such as Facebook, which were “increasing Australia’s peer-to-peer visibility”.

She cited recent Tourism Australia research which showed social media was rapidly impacting domestic travel trends. According to the research, 73% of Australians proactively check the social media networks of friends who are on holiday.

“Not only are they checking in with the holiday activities of friends, 20% are prompted to book their own domestic holidays based on the photos and updates,” she said.

“We’re definitely seeing encouraging results of such trends at Contiki.”

This weekend marks the first time Contiki has run an itinerary to music festival Splendour in the Grass. Hunt reported “immediate success” for the tour option, with both departures selling out swiftly.

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