Study: Aussies more likely to plan trips based on word of mouth

Study: Aussies more likely to plan trips based on word of mouth

Forget advertisements, it seems more than half of Australians seek advice from friends or family when planning a holiday or trip.

New communications research from Roy Morgan shows over 91 per cent of Aussies aged 14 and over have either sought advice from or been the source of advice for their friends or family.

The most discussed topic amongst Australians aged 14+ is ‘buying a car’, with nearly two thirds of the population either playing the role of a trusted adviser (those whose advice has been sought by friends or family), an info seeker (those who go to friends/family for advice) or both.

Eating out at restaurants is the second most discussed topic and planning a holiday or trip comes in third with 59 per cent.

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That’s right, agents! Time to cosy up with your clients and foster sweet friendships.

Either that or start trying to sell holidays to your family.

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Email the Travel Weekly team at traveldesk@travelweekly.com.au

    Latest comments
    1. ….word of mouth had been the most effective way to promote a product … like, since adam and eve?…. and it’s not exclusive to aussies’… lemmetellyou, even the best advertising companies in the world failed to mimic word of mouth… and you know why… too many mouths to feed…literally and figuratively…

advice roy morgan trust word of mouth

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