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.