Travel Agents

STUDY: Growing safety concerns among Aussie travellers an opportunity for travel agents

There is great potential for the travel industry to grow Australians’ intention to travel by appealing to their sense of safety, a new report by Nielsen has revealed.

Australians are growing increasingly concerned for their safety when they travel, with 61 per cent claiming it affects their desire to travel, as a result of the magnification of events in the digital landscape.

Of those concerned, 28 per cent of 18 to 24-year olds and 43 per cent of people 25 and older say they are travelling less as a result.

However, of those concerned about travelling, 41 per cent continue to travel. According to Nielsen, this presents an opportunity for travel agents to promote lesser known areas where people can still maintain a sense of safety.

Travel agents must appeal to safety-conscious Australians

According to Nielsen, this group represents a unique opportunity for the travel industry to educate and invest in their safety, “given their likely interest in learning about precautions” when travelling, as well as organised pre-planned trips and safe travel destinations.

Safety-conscious Aussies are more likely to visit well known destinations. Consumers under 45 prefer to travel to United States, Canada and Japan, while consumers over 45 prefer to travel to Europe, Thailand and Indonesia.

However, 62 per cent prefer holidays where they can see nature settings giving advertisers the opportunity to draw attention to smaller, less travelled destinations.

In this respect, Nielsen believes marketers and travel agents should ramp up their efforts to promote lesser known areas where people can still maintain a sense of safety.

Safety-conscious travellers are also open to all inclusive holidays and are more likely than the general population to consider cruises or resorts.

Concerns about safety are driving how Australians travel

Nielsen also found that many Australians are taking extensive precautions before they set out on a trip. As a result, visitation to the Department of Foreign Affairs and Trade’s (DFAT) Smartraveller website has increased 49 per cent since last year.

While safety conscious Aussies are twice as likely compared to the general population to take up travel insurance. This is up 23 per cent in the last five years and presents a clear opportunity to offer a variety of options to appease travellers’ concerns, according to Nielsen.

SEE WHAT PEOPLE ARE SAYING

Leave a Reply

Tourism

Travel conversations are booming on Twitter. Here’s how brands can capitalise

We’ve delivered plenty of bang for your buck here with some valuable research findings and a few useful travel marketing tips, courtesy of Twitter.

Share

CommentComments

Destinations

Tahiti to reopen to international tourists from May

Here’s hoping the Australian government has French Polynesia included in its travel bubble plans.

Share

CommentComments

Cruise

Two-way trans-Tasman bubble gives NCL chief hope of Aussie cruise restart

by Huntley Mitchell

Travel Weekly’s editor enjoyed an extra-special breakfast yesterday morning, having been treated to a virtual update from Norwegian Cruise Line’s boss while eating his eggs on toast.

Share

CommentComments

Tourism

WTTC report reveals tourism suffered loss of almost $5.9 trillion in 2020 due to COVID-19

This report confirms what we already know (tourism had a very bad year in 2020), but it also reveals how quickly the industry will rebound, under the right circumstances.

Share

CommentComments

Aviation

Rex to launch Sydney-Canberra flights this month

Regional Express certainly doesn’t seem to be intimidated by the flying kangaroo’s domestic market dominance, judging by this move.

Share

CommentComments

Destinations

Tourism New Zealand appoints new CEO

As this latest major announcement proves, it really has been a big week for Tourism New Zealand.

Share

CommentComments

Hotels

Quarantine cowboy: Aussie traveller transforms hotel room into scene from the Wild West

An Aussie art director has made international headlines after fashioning himself a cowboy costume using food packaging while undergoing hotel quarantine.

Share

CommentComments

Tourism

WATCH: Zac Efron cops rake attack while filming travel doco

The High School Musical star and general heartthrob experienced the mishap while filming an episode of his Netflix series.

Share

CommentComments

Travel Agents

AFTA welcomes $1m support package for Tasmanian travel agents

Tasmanian agents, rejoice! Premier Peter Gutwein has put his superhero cape on and flown to the rescue.

Share

CommentComments

Hotels

Iconic French actress redecorates Hotel Lutetia’s Parisienne suite

Paris’ Hotel Lutetia has recruited French actress Isabelle Huppert to redecorate one of its signature suites.

Share

CommentComments

Destinations

Aussies could be travelling quarantine-free to Singapore, Japan and Fiji as soon as August

Quarantine-free travel may soon be allowed to select Asian and Pacific countries as soon as August, so tell your clients to start mood-boarding their long-awaited getaways.

Share

CommentComments

Road & Rail

Train carrying tourists crashes in Taiwan, killing at least 51 people

The express train hit a runaway construction vehicle in Taiwan and is the country’s worst rail accident in 70 years.

Share

CommentComments