Holidays are an important part of Australian culture, but how people plan and experience holidays is changing. Online research now plays a central role in every step of the holiday planning process, from choosing a destination to booking travel. Experiences have become a new form of "social currency" as people seek memorable adventures to share on social media. While online tools are popular, travel agents still provide value as a safety net for complex trips. Different life stages influence travel motivations, from escape for young singles to new experiences for families.
Based on data from 2015 the State of Destinations and Social Media reflects consumer behavior around planning, booking, and experiencing travel as well as how those consumers influence friends and family and how destination brands are using social media to connect.
The State of Destinations and Social MediaFuseideas
We reviewed the state of travel destination brands, the impact of social media on consumer travelers, how consumers us social media to plan, purchase and share their travel experiences and how destination brands are using social media to engage their audiences.
Google conducted a new study among the leisure and business traveller segment to understand how trip planning behaviour has changed over the past year. Travel videos inspire the majority of leisure and business travellers to plan their trips, reveals the Google Think Insight study. @GoogleTravel @ThinkwithGoogle
DMA West 2021 - Anywhere. Not Here. Activating your Search Marketing Post-COVIDJason Dodge
Presentation given at the 2021 DMA West Conference. The COVID sent a ripple effect around the world for those in the travel and tourism space. With vaccines increasing and travelers tired of sitting at home, take action and get your search campaigns ready for the new wave of travel.
Based on data from 2015 the State of Destinations and Social Media reflects consumer behavior around planning, booking, and experiencing travel as well as how those consumers influence friends and family and how destination brands are using social media to connect.
The State of Destinations and Social MediaFuseideas
We reviewed the state of travel destination brands, the impact of social media on consumer travelers, how consumers us social media to plan, purchase and share their travel experiences and how destination brands are using social media to engage their audiences.
Google conducted a new study among the leisure and business traveller segment to understand how trip planning behaviour has changed over the past year. Travel videos inspire the majority of leisure and business travellers to plan their trips, reveals the Google Think Insight study. @GoogleTravel @ThinkwithGoogle
DMA West 2021 - Anywhere. Not Here. Activating your Search Marketing Post-COVIDJason Dodge
Presentation given at the 2021 DMA West Conference. The COVID sent a ripple effect around the world for those in the travel and tourism space. With vaccines increasing and travelers tired of sitting at home, take action and get your search campaigns ready for the new wave of travel.
2014 Travelers Road to Decision Research Studies via GoogleJoan Sanz
Google recently published a study on the 2014 traveler's road to decision. Small accommodation providers can use this information to better market their properties online.
45% plan to travel more with family in the coming year and often take children’s preferences into account.
Give the Gift of a Personalized Travel Experience - Phocuswright/Maxymiser We...Robert Cole
Personalized travel experiences are the ultimate goal shared by travelers, travel suppliers and travel intermediaries. A combination of advanced technology and advanced managerial mindset are required to cultivate the relevant host/guest relationships that enable personalization. Presentation by Robert Cole of RockCheetah for a Phocuswright webinar sponsored by Maxymiser on Wednesday, December 3, 2014.
Total Cost of Travel: More Trips, or Better Trips?Scott Gillespie
Explains why the current travel management paradigm is a dead end. Introduces the Total Cost of Travel concept, and explains how to apply this to better manage the travel category.
Google's New Travel Micro-Moments Guide: How to Be There and Be Useful for Tr...Francesco Canzoniere
Google has released several studies about how travelers are increasing using mobile to plan their journeys, from the moment they decide to take a vacation and need ideas for where to go, to researching and booking the logistics, then finding information about what they can do there.
Download the full report here: https://think.storage.googleapis.com/docs/micro-moments-reshaping-travel-customer-journey.pdf
Desribes two frameworks for managing corporate travel.
Trip Friction is tClara's way of measuring traveler wear and tear, such that a travel manager or HR leader can pre-empt travel-related burnout risks.
Open Booking shifts much more responsibility to the traveler and the travel budget owner, while requiring travelers to book in ways that provide their booking data to their employers quickly.
Google The 2014 Traveler’s road to decisionAlex Kornfeind
Google commissioned Ipsos MediaCT, an independent marketing research company, to conduct a travel tracking study to better understand the role of the internet in making travel related decisions. The current report reflects the total sixth wave of this research.
Respondents completed a 20 minute A&U survey focused on travel habits and attitudes. If qualified, respondents were routed to one of five deep dive sections: Airline, Cruise, Lodgings, Car Rental and Vacation Packages. Interviews were conducted from May 12th to June 4th, 2014, yielding a total sample of 5,000 consumers (3,500 personal and 1,500 business) who have traveled at least once for personal reasons (or a minimum of 3 times for business purposes) in the past six months.
One augment was also recruited consisting of 1,500 affluent ($250k+ household income) past 6 months personal travelers. In order to qualify, respondents had to be 21–64, live in the U.S., have no sensitive industry employment, go online at least once per month and have some involvement in their personal/business travel decisions.
@GoogleTravel @ThinkwithGoogle
Slides for Expedia Media Solutions webinar: Insights into the booking paths o...tnooz
This webinar by Expedia Media Solutions reveals its 2016 Path to Purchase study on the key touch points that impact decisions for travelers.
The purchase path of today's traveler is anything but linear.
Multi-device usage and its impact on content consumption and booking behavior continues to evolve, providing travelers with more options than ever before and a complex research and booking path.
What factors along this path influence their ultimate purchase decisions and how can travel marketers more effectively reach consumers at these critical points?
Expedia Media Solutions has released its latest Path to Purchase study (bit.ly/travelers-path-to-purchase), which explores these influential touch points that impact purchase decisions for American, Canadian, and British travelers.
The webinar covers:
Desktop and mobile usage trends across the purchase path
Factors influencing destination selection
Resources utilized during the pre-booking window
Advertising effectiveness by channel and purchase phase
Panelists for our webinar are:
Matthew Reichek, Global Vice President, Product & Analytics, Expedia Media Solutions
Sean O'Neill, Moderator & Editor in Chief, Tnooz
Gene Quinn, Producer & Co-founder, Tnooz
This webinar took place on Thursday, 15 December 2016.
Adara, a travel data company, found that 78% of business travelers do more than half of their shopping online (compare this to the 59% of leisure travelers and 34% of non-travelers). Also consider the fact that business travelers use smartphones to shop online 20% more than leisure travelers and tablets 18% more than leisure travelers and it’s clear where the spending potential exists.
Donload this paper at: http://skift.com/wp-content/uploads/2015/07/Adara-report-july-2015.pdf
Join us, Lucy and Nicole, as we review the 2018 Travel Trends Report. To date, our tourism trends content has been read more than 200,000 times and our annual reports have been downloaded over 50,000 times.
In this webinar, we examine upcoming booking trends, discuss outbound markets that are expected to grow in 2018, and share insights from interviews with experts in the tourism sector.
The goal is to help tour and activity operators apply these insights to their businesses around the world. At the end of the webinar, we also tackled a bunch of questions from attendees.
Watch the recording: https://www.trekksoft.com/webinars/2018-travel-trends
Geographic presentation of the Caribbean islandsJeth Evangelista
A PowerPoint presentation on the Caribbean islands in terms of its geographic characteristics, culture, religion, major land forms, water forms, delicacies, natural resources and its religions.
Have you ever wanted to stay in a luxurious hotel or visit a fancy casino, but couldn’t do it because of the packed reservations and expensive rates? Well, here’s an easy travel hack for you to live by – visit off-season! Sure, there’s a reason why particular places are best visited during certain times of the year; but if you are not the one to blindly follow the herd and looking for a holiday spiked with fun, then you should go to these places when no one else is visiting.
The following photos were entirely taken and processed by me with an iPhone. See more: http://paulgordonbrown.com/category/iphoneography/
iPhoneography is the art of creating photos with an Apple iPhone. This is a style of mobile photography that differs from all other forms of digital photography in that images are both shot and processed on the iOS device.
2014 Travelers Road to Decision Research Studies via GoogleJoan Sanz
Google recently published a study on the 2014 traveler's road to decision. Small accommodation providers can use this information to better market their properties online.
45% plan to travel more with family in the coming year and often take children’s preferences into account.
Give the Gift of a Personalized Travel Experience - Phocuswright/Maxymiser We...Robert Cole
Personalized travel experiences are the ultimate goal shared by travelers, travel suppliers and travel intermediaries. A combination of advanced technology and advanced managerial mindset are required to cultivate the relevant host/guest relationships that enable personalization. Presentation by Robert Cole of RockCheetah for a Phocuswright webinar sponsored by Maxymiser on Wednesday, December 3, 2014.
Total Cost of Travel: More Trips, or Better Trips?Scott Gillespie
Explains why the current travel management paradigm is a dead end. Introduces the Total Cost of Travel concept, and explains how to apply this to better manage the travel category.
Google's New Travel Micro-Moments Guide: How to Be There and Be Useful for Tr...Francesco Canzoniere
Google has released several studies about how travelers are increasing using mobile to plan their journeys, from the moment they decide to take a vacation and need ideas for where to go, to researching and booking the logistics, then finding information about what they can do there.
Download the full report here: https://think.storage.googleapis.com/docs/micro-moments-reshaping-travel-customer-journey.pdf
Desribes two frameworks for managing corporate travel.
Trip Friction is tClara's way of measuring traveler wear and tear, such that a travel manager or HR leader can pre-empt travel-related burnout risks.
Open Booking shifts much more responsibility to the traveler and the travel budget owner, while requiring travelers to book in ways that provide their booking data to their employers quickly.
Google The 2014 Traveler’s road to decisionAlex Kornfeind
Google commissioned Ipsos MediaCT, an independent marketing research company, to conduct a travel tracking study to better understand the role of the internet in making travel related decisions. The current report reflects the total sixth wave of this research.
Respondents completed a 20 minute A&U survey focused on travel habits and attitudes. If qualified, respondents were routed to one of five deep dive sections: Airline, Cruise, Lodgings, Car Rental and Vacation Packages. Interviews were conducted from May 12th to June 4th, 2014, yielding a total sample of 5,000 consumers (3,500 personal and 1,500 business) who have traveled at least once for personal reasons (or a minimum of 3 times for business purposes) in the past six months.
One augment was also recruited consisting of 1,500 affluent ($250k+ household income) past 6 months personal travelers. In order to qualify, respondents had to be 21–64, live in the U.S., have no sensitive industry employment, go online at least once per month and have some involvement in their personal/business travel decisions.
@GoogleTravel @ThinkwithGoogle
Slides for Expedia Media Solutions webinar: Insights into the booking paths o...tnooz
This webinar by Expedia Media Solutions reveals its 2016 Path to Purchase study on the key touch points that impact decisions for travelers.
The purchase path of today's traveler is anything but linear.
Multi-device usage and its impact on content consumption and booking behavior continues to evolve, providing travelers with more options than ever before and a complex research and booking path.
What factors along this path influence their ultimate purchase decisions and how can travel marketers more effectively reach consumers at these critical points?
Expedia Media Solutions has released its latest Path to Purchase study (bit.ly/travelers-path-to-purchase), which explores these influential touch points that impact purchase decisions for American, Canadian, and British travelers.
The webinar covers:
Desktop and mobile usage trends across the purchase path
Factors influencing destination selection
Resources utilized during the pre-booking window
Advertising effectiveness by channel and purchase phase
Panelists for our webinar are:
Matthew Reichek, Global Vice President, Product & Analytics, Expedia Media Solutions
Sean O'Neill, Moderator & Editor in Chief, Tnooz
Gene Quinn, Producer & Co-founder, Tnooz
This webinar took place on Thursday, 15 December 2016.
Adara, a travel data company, found that 78% of business travelers do more than half of their shopping online (compare this to the 59% of leisure travelers and 34% of non-travelers). Also consider the fact that business travelers use smartphones to shop online 20% more than leisure travelers and tablets 18% more than leisure travelers and it’s clear where the spending potential exists.
Donload this paper at: http://skift.com/wp-content/uploads/2015/07/Adara-report-july-2015.pdf
Join us, Lucy and Nicole, as we review the 2018 Travel Trends Report. To date, our tourism trends content has been read more than 200,000 times and our annual reports have been downloaded over 50,000 times.
In this webinar, we examine upcoming booking trends, discuss outbound markets that are expected to grow in 2018, and share insights from interviews with experts in the tourism sector.
The goal is to help tour and activity operators apply these insights to their businesses around the world. At the end of the webinar, we also tackled a bunch of questions from attendees.
Watch the recording: https://www.trekksoft.com/webinars/2018-travel-trends
Geographic presentation of the Caribbean islandsJeth Evangelista
A PowerPoint presentation on the Caribbean islands in terms of its geographic characteristics, culture, religion, major land forms, water forms, delicacies, natural resources and its religions.
Have you ever wanted to stay in a luxurious hotel or visit a fancy casino, but couldn’t do it because of the packed reservations and expensive rates? Well, here’s an easy travel hack for you to live by – visit off-season! Sure, there’s a reason why particular places are best visited during certain times of the year; but if you are not the one to blindly follow the herd and looking for a holiday spiked with fun, then you should go to these places when no one else is visiting.
The following photos were entirely taken and processed by me with an iPhone. See more: http://paulgordonbrown.com/category/iphoneography/
iPhoneography is the art of creating photos with an Apple iPhone. This is a style of mobile photography that differs from all other forms of digital photography in that images are both shot and processed on the iOS device.
Informe de Google sobre el perfil del viajero y sus costumbres en relación con la tecnología.
Uso de dispositivos móviles, buscadores e Internet en general
The great american vacation study how travelers seek shop and saveparago
Of Americans who take leisure travel, over 90% are vacationing at least once a year. In this study, we explored how these consumers research, plan and schedule their vacations, including how they decide where to go, who goes with them — and, ultimately, how they choose which airlines, hotels, resorts and cruises to book.
Our key finding? Planning is personal. The majority of people book their own trips. And most of them (57%) start on search engines. Travel booking sites are a distant second (13%) and only 2% of today’s vacation-takers use travel agents.
Get "The Great American Vacation Study: How Travelers Seek, Shop and Save" report now to take a deep dive into how to disrupt their consumers' paths to purchase and, ultimately, get travelers to book more with you.
Travellers Versus Travel Bloggers. Content Use, Needs & Wants. White PaperGary Bembridge
White paper sharing the results of an independent study of what "regular" travellers use, want and need from travel content and information. It compares this to what travel bloggers think they want. Based on studies by Gary Bembridge of tipsfortravellers.com in partnership with TBU (Travel Bloggers Unite). First shared at TBU Rotterdam Conference 2013
[Whitepaper] How Australians Search for Travel Insurance - SEOVincent Koc
We are In Marketing We Trust, a travel orientated online marking agency with a focus on SEO and CRO. Understanding search opportunities and potentials for the travel sector.
The journey before the destination - Analyzing the Traveling Decision Making ...XPLAIN
This is an outline of XPLAIN’s Global Research about Destination Marketing “The Journey Before the Destination”.
For the purpose of this Research we analyzed 80 Million Travelers' Public Conversations and Reviews and 25 Million Travelers' Searches from 71 Countries across the Globe in the last 5 years.
Travelers' Behavior has changed and it’s constantly evolving.
98% of the Global Travel Content is User Generated and the main reasons by far for Travelers to Travel today are to gain Experiences and Escape from their everyday life.
Do you want to know More and Become Better in Destination Marketing? Contact us, we are here to support you.
Digital greatly influences travel planning from the very first stages of the consumer journey, with 65% of leisure travelers researching online before they even decide where or how to go. For the sixth consecutive year, we partnered with Ipsos MediaCT to uncover how travelers seek inspiration, research brands, and book across devices. Many consumers go into planning undecided on a brand, and continue to turn to mobile and online video for help. Marketers who have a strong presence across channels will be best positioned to engage new and existing travelers.
Full extract (ppt) from the Google Hangout presentation of the Goolge's annual travel study made in collaboration with Ipsos MediaCT.
Here a quick recap of the most important insights:
- 76% of leisure travelers select an OTA for its lower prices and better deals.
- 53% of business travelers select an OTA for its better site tools and options.
- 20% of travelers move to competitors’ sites due to a poor mobile experience.
- 13% of travelers stop using brand altogether due to a poor mobile experience.
- Over 65% of travelers begin researching online before deciding where or how they want to travel.
- Travelers are less loyal to Hotels’ Brand sites & apps and increasingly turn to search engines for online trip planning.
- During the comparing stage of their trip planning is when Travelers rely the most on specific brand names/websites searches and also on price-related terms searches.
View the complete and insightful presentation on: www.youtube.com/watch?v=H3vCrnIKm_k
This tutorial presentation provides a step-by-step guide on how to use Facebook, the popular social media platform. In simple and easy-to-understand language, this presentation explains how to create a Facebook account, connect with friends and family, post updates, share photos and videos, join groups, and manage privacy settings. Whether you're new to Facebook or just need a refresher, this presentation will help you navigate the features and make the most of your Facebook experience.
The Evolution of SEO: Insights from a Leading Digital Marketing AgencyDigital Marketing Lab
Explore the latest trends in Search Engine Optimization (SEO) and discover how modern practices are transforming business visibility. This document delves into the shift from keyword optimization to user intent, highlighting key trends such as voice search optimization, artificial intelligence, mobile-first indexing, and the importance of E-A-T principles. Enhance your online presence with expert insights from Digital Marketing Lab, your partner in maximizing SEO performance.
Project Serenity is an innovative initiative aimed at transforming urban environments into sustainable, self-sufficient communities. By integrating green architecture, renewable energy, smart technology, sustainable transportation, and urban farming, Project Serenity seeks to minimize the ecological footprint of cities while enhancing residents' quality of life. Key components include energy-efficient buildings, IoT-enabled resource management, electric and autonomous transportation options, green spaces, and robust waste management systems. Emphasizing community engagement and social equity, Project Serenity aspires to serve as a global model for creating eco-friendly, livable urban spaces that harmonize modern conveniences with environmental stewardship.
Your Path to YouTube Stardom Starts HereSocioCosmos
Skyrocket your YouTube presence with Sociocosmos' proven methods. Gain real engagement and build a loyal audience. Join us now.
https://www.sociocosmos.com/product-category/youtube/
Telegram is a messaging platform that ushers in a new era of communication. Available for Android, Windows, Mac, and Linux, Telegram offers simplicity, privacy, synchronization across devices, speed, and powerful features. It allows users to create their own stickers with a user-friendly editor. With robust encryption, Telegram ensures message security and even offers self-destructing messages. The platform is open, with an API and source code accessible to everyone, making it a secure and social environment where groups can accommodate up to 200,000 members. Customize your messenger experience with Telegram's expressive features.
Your LinkedIn Success Starts Here.......SocioCosmos
In order to make a lasting impression on your sector, SocioCosmos provides customized solutions to improve your LinkedIn profile.
https://www.sociocosmos.com/product-category/linkedin/
This tutorial presentation offers a beginner-friendly guide to using THREADS, Instagram's messaging app. It covers the basics of account setup, privacy settings, and explores the core features such as close friends lists, photo and video sharing, creative tools, and status updates. With practical tips and instructions, this tutorial will empower you to use THREADS effectively and stay connected with your close friends on Instagram in a private and engaging way.
Surat Digital Marketing School is created to offer a complete course that is specifically designed as per the current industry trends. Years of experience has helped us identify and understand the graduate-employee skills gap in the industry. At our school, we keep up with the pace of the industry and impart a holistic education that encompasses all the latest concepts of the Digital world so that our graduates can effortlessly integrate into the assigned roles.
This is the place where you become a Digital Marketing Expert.
EASY TUTORIAL OF HOW TO USE G-TEAMS BY: FEBLESS HERNANEFebless Hernane
Using Google Teams (G-Teams) is simple. Start by opening the Google Teams app on your phone or visiting the G-Teams website on your computer. Sign in with your Google account. To join a meeting, click on the link shared by the organizer or enter the meeting code in the "Join a Meeting" section. To start a meeting, click on "New Meeting" and share the link with others. You can use the chat feature to send messages and the video button to turn your camera on or off. G-Teams makes it easy to connect and collaborate with others!
EASY TUTORIAL OF HOW TO USE G-TEAMS BY: FEBLESS HERNANE
Scar holidays 2014
1.
2. Holidays are a much anticipated activity for Aussies - but how and why people
go on holidays is changing
Holidays are something we all look forward to but how do
you decide the when, where and how? This presentation
will explore the travel habits of 18-54 year olds and some
trends for the industry.
TOURISM IN AUSTRALIA
WORTH $114.2
BILLION IN REVENUE
GENERAL TRAVEL INTENTION
ONLINE IS THE NEW TRAVEL
AGENT
EXPERIENCES AS THE NEW
CURRENCY
Source: IBISWorld. Tourism in Aus. Dec 2013
DOMESTIC OVERNIGHT
TRAVELLERS ACCOUNT
FOR 46.2% OF REVENUE
Australians are global travelers who like to
explore the world and an abundance of cheap
airfares will encourage many Australians to
head overseas and choose destinations for
holidays of a week or longer.
3. People are planning
on taking a holiday in
the next 12 months.
However, with 15% still undecided, there
is the opportunity to persuade these
people to take a well deserved break.
Source: Southern Cross Austereo Research Holiday Study Sept 2013. We'd like to know are you planning on taking a holiday in the next 12 months? N= 3276
%
4. School holidays influence when people take holidays across the year but
most take holidays during Summer
30%
25%
20%
15%
Easter is the next holiday period
Aussies are preparing for. Talk to
them now about where to go!
10%
5%
0%
Source: Southern Cross Austereo Research Holiday Study Sept 2013. And when do you think you might get to have your holiday/s? N= 3276
5. For many, a trip overseas is on the cards this year
Whilst interstate and local holidays will
always be on the cards for Aussies, what is
interesting is that 40% of people are
planning on jetting off overseas this year!
Check out the appendix to see where people
are planning on travelling this year.
Source: Southern Cross Austereo Research Holiday Study Sept 2013. what type of holiday will that most likely be? N= 1644
6. The longer the holiday, the earlier they book
And how far in advance would you book these types of holidays?
Source: Southern Cross Austereo Research Holiday Study Sept 2013. And how far in advance would you book these types of holidays? N= 3276
7. %
first start thinking about their
next holiday when they hear/
see a great deal advertised.
By advertising deals when people are already
thinking about holidays, such as at work or at
home, advertisers can capture an engaged
audience and really make their messages relevant.
When do you find yourself thinking about taking a holiday?
31%
28%
26%
All the time! I never stop
thinking about it.
When I’m at home of
an evening
At work
23%
14%
12%
Source: Southern Cross Austereo Research Holiday Study Sept 2013. So first, when do you find yourself thinking about taking a holiday? N= 3276
When I’m at home on the
weekend
On the way to and from work
When I have just come back
from holidays
8. Booking.com is now Australia's biggest
and fastest growing online travel agent,
leaving local rivals well behind with more
than 5.3 million visits a month.
Source: Travel Trends Australia's Hottest 100 Travel Websites – Booking.com surges ahead of Wotif and Webjet in shock result
9. Online is the new travel agent
INSIGHT
Travellers are turning to online at all
stages of the travel process. People
seem to value others’ personal
experiences documented online over
professional experience and price.
Online is no longer just used to price match and
research, but also by travellers to;
- DISCOVER where they want to go
- HOW they want to get there
- WHEN they want to go
- WHAT they are willing to spend
- WHO they want to stay with
- WHAT sort of things they want to experience
once their there.
In many cases, travel agents are no longer the first point of call for
people looking to travel, whether it be domestically or internationally.
There is a rise in people finding their own information and coming to
their own conclusions by looking online and chatting with their circle of
influence.
WHAT’S IT ALL ABOUT?
-
Personal experiences (documented online) are favoured by
travellers over professional experience and price.
-
People want to uncover their own holiday based on what their
personal preferences are. They use the internet to uncover
activities and destinations that appeal to them.
-
Whilst the need for a travel agent is not obsolete, it has evolved
from purely a service to help book flights. It is the safety net for
people when they travel and it deals with things when they get
complicated.
The role of the travel agent is not yet obsolete,
but may need to evolve.
Source: Travel Trends Australia's Hottest 100 Travel Websites – Booking.com surges ahead of Wotif and Webjet in shock result
Let’s take a closer look…
Source: IBISWORLD. Dec 2013. Travel agency and tour arrangement services
10. 9 10
Say researching ONLINE
helps them DISCOVER
the DESTINATION they
want to go to on holidays.
Source: Southern Cross Austereo Research Holiday Study Sept 2013So if you were thinking about WHERE you'd want to go on a holiday, which of the following things would help you decide on the destination? N= 3276
11. Online is the number one way they decide which destination they want
to travel too.
If you were thinking about WHERE you'd want to go on a holiday, which of the following things would help you decide on the destination?
Researching on the internet
88%
Talking to friends/family
67%
Seeing a location on a TV program
41%
Going to a travel agent
39%
Looking in magazines
16%
Looking in the newspaper
Asking on Facebook about good places to go
Calling the destination where we always stay
14%
12%
9%
Whether it be checking out our friends pictures on social media pages, doing a generic Google search or getting an e-mail about a
holiday deal, online is the key platform to discover where we want to travel next. Our circle of influence also plays a role in
determining a destination. Only 39% would rely on a travel agent to do this.
Source: Southern Cross Austereo Research Holiday Study Sept 2013So if you were thinking about WHERE you'd want to go on a holiday, which of the following things would help you decide on the destination? N= 3276
12. Aside from looking at destinations, online is used as a price comparison
and research tool for accommodation
Of those who use online, this is what they are using it for…
82% Check a price comparison
80% Check accommodation website
52% Read reviews
36% Check travel agents website
24% Check hire car website
One of the primary reasons for using a travel agent in the past has been to get a great deal but now more and more people are using
the internet to do this. Travel agents who specialise in a price match guarantee could appeal to travellers. One important thing to
note is that over half are using online to read reviews- people want more than one opinion on a destination, they want to know all the
ins and outs from like minded people who have travelled there. This is why sites like Trip Advisor and Expedia are becoming popular
along with travel blogs.
Source: Southern Cross Austereo Research Holiday Study Sept 2013 What would you be likely to use the internet for?? N= 2891
13. Once they know where and when they want to go, they head online to
book. It’s the first step!
%
What would be your FIRST
STEP to book your trip?
13%
Call a travel agent
5%
Contact accommodation
provider
3%
Contact airline
Would use online as their FIRST
port of call to book their trip!
Source: Southern Cross Austereo Research Holiday Study Sept 2013 once you had decided WHERE or WHEN you wanted to go, what would be your FIRST STEP to book your trip? N= 3276
14. Location is the key selling point for accommodation- having the
cheapest room is not necessarily a key factor
Which of these factors influences your accommodation choice when you go away?
84%
The location
73%
If the hotel is offering a great package deal
65%
The hotel has to have good facilities
47%
Online reviews
42%
The star rating
37%
Word of mouth
33%
A place with lots of things to do for the family
21%
Wherever my friends/family are staying
I’ll go with the cheapest room
14%
When choosing a place to stay on holidays, we are not just looking for the best rate. We want a place that suits our needs. For
example location is a major influencer on the place people choose to stay but for others having the option of breakfast included and
children friendly facilities are major factors. With so many hotels on offer in any one area, it is no wonder people are turning to online
to get reviews from like-minded people who have stayed there rather than just what a travel agent thinks.
Source: Southern Cross Austereo Research Holiday Study Sept 2013 Which of these factors influences your accommodation choice when you go away? N= 3276
15. BUT! There is still a role for travel agents… People may have changed
the ways they find information but they still want a safety net
%
There is nothing more daunting than going on an
overseas holiday and then something going wrong with
no one to help you out.
Whilst people may be using the internet to discover where
and when they want to go on holidays, travel agents are
still used to book long or overseas holidays.
Travel agents are there for
when things get tricky!
Whether it be a big group travelling together or travelling
to multiple countries, having a travel agent knowing your
travel itinerary just means there is one less thing to worry
about. They are the safety net if things go wrong and are
usually the ones who can sort things out.
Will still use a travel agent to
book long holidays or
overseas trips.
Source: Southern Cross Austereo Research Holiday Study Sept 2013 Now, can you please tell us whether you agree or disagree with the following statements around travel and holidaysN= 3276
16. Luxury is changing, and what mattered most to us only a
decade ago, isn’t even attractive anymore. Guests don’t rate
hotels by its amenities and luxurious settings anymore, they’ll
judge them by the experiences they provide them…
experiences and memories that last long after they depart.
Source: Hoteliers of Tomorrow. Experience is the new currency
17. Experience as a currency
INSIGHT
People want to create unforgettable
experiences through travel they can tell
their peers about – with these
experiences forming a new type of
social ‘currency’.
A measure of wealth always used to be the type of car you drive, how
much money you earn and where you live but there is an emerging
trend of experience as a form of currency. What better way to create
unforgettable experiences than through travel.
WHAT’S IT ALL ABOUT?
Travelling is now seen as a form of currency. It
brings you experience that many could only
dream about. Experiences are after all
something that money cannot buy.
Source: Hoteliers of Tomorrow. Experience is the new currency
People want to discover their own path when travelling. They will
search the internet for inspiration but they want to do their own
thing.
-
It has become a measure of their own self worth. However, they
are not afraid to spend money to create these experiences.
Businesses that allow people to immerse themselves in different
ways may succeed (I.E. Air B n B)
-
In a world driven by social media, people are
forever posting snippets of their lives such as
standing in front of the Eiffel Tower. In fact,
230,437 photos in Australia alone have the
hashtag #holiday on Instagram.
-
Documenting their travels through social media is key. It also
sparks inspiration for others in determining where they want to
travel too.
So, what are people doing that
has lead to this trend?
18. 3 5
Prefer to find their OWN
WAY around a new
place when travelling
Source: Southern Cross Austereo Research Holiday Study Sept 2013So if you were thinking about WHERE you'd want to go on a holiday, which of the following things would help you decide on the destination? N= 3276
19. Relaxing is what they want to experience along with a splash of
adventure- a balance of the two is ideal
Source: Southern Cross Austereo Research Holiday Study Sept 2013So Which of the below do you like to experience when you travel? N= 3276
20. Over 1 in 4 are spending over $10,000 on their next overseas holiday
60%
D i d y o u k n o w ? ? 23% of people only travel in style and stay at
the best hotels. They are willing to spend on their next holiday!
50%
When it comes to overseas trips, 63% of people are spending $5,000 plus on their getaways.
But when looking specifically at young singles (18-34 no kids), 20% are spending over $10,000
on their next holiday!
40%
30%
20%
10%
0%
Under $100
$100-$500
$500-$750
Holiday at home
Long domestic holidays (over 10 days)
Source: Southern Cross Austereo Research Holiday Study Sept 2013. Total spend N= 3276
$750-$1,000
$1,000-$3,000
Short breaks (overnight or weekend trips)
Overseas trips
$3,000-$5,000
$5,000-$10,000
Medium holidays (5-10 days away)
$10,000+
21. Depending on their life stage, travelling takes on a different role
18-34 year olds who don’t have kids.
30-54 year olds who have kids 0-17.
55+ years with no kids in the home
They use travel as a way to
They use travel as a way to
They use travel as a way to
ESCAPE
EXPERIENCE
from their day to day
activities and roles
the things they didn’t have
the opportunity to do when
they were young
EXPERIENCE
new things and create self
worth
22. Holidays are an important and highly anticipated part of many people’s
lives – so much so that almost one third of people never stop thinking
about taking a holiday.
But how people research and plan holidays has changed, and to a degree so has what people
get out of holidays. It appears holidays are becoming a new form of social currency – one only
has to look at the amount of holiday related posts on social media to come across this.
The internet now plays a much more holistic role in the planning of a holiday – people are not just
researching accommodation after choosing location - but actively using it for ideas on the
destination they would like to travel to.
Travel brands that can help facilitate people’s desire to ‘do it themselves’, create their own unique
holiday experiences and share these experiences are, and can be successful.
23.
24. 64%
Sunshine Coast
36%
Brisbane
28%
Cairns
13%
Other
11%
Townsville
5%
Stradbroke Island
5%
Fraser Coast
5%
Maryborough/Fraser Coast
4%
Scenic Rim
3%
Bundaberg
3%
Rockhampton
3%
Toowoomba
3%
Mackay
2%
Roma
1%
Mt Isa
1%
Kingaroy
1%
Gladstone
1%
Emerald
1%
Gold Coast
Is the primary destination those
travelling to Queensland are
planning on visiting
Source: Southern Cross Austereo Research Holiday Study Sept 2013. And where are you planning on going in QLD? N= 174
QUEENSLAND
Gold Coast
25. 45%
Other
24%
Central Coast
16%
Coffs Harbour
16%
Hunter Valley
14%
South Coast
12%
Newcastle
12%
Byron Bay
11%
Port Stephens/Nelson Bay
11%
Blue Mountains
10%
Port Macquarie
10%
Canberra
8%
Canberra
8%
Wollongong
7%
Sydney Northern Beaches
6%
Jervis Bay
5%
Dubbo
Orange
3%
Wagga Wagga
3%
Sydney
3%
Albury
Griffith
2%
1%
Is the primary destination those
travelling to NSW are planning on
visiting for the holidays.
Source: Southern Cross Austereo Research Holiday Study Sept 2013. And where are you planning on going in NSW? N= 146
NEW SOUTH WALES
Sydney
26. Melbourne
61%
Other
26%
15%
Mornington Peninsula
15%
Lorne
10%
West Gippsland
5%
Mildura
4%
Bendigo
4%
Cape Shank
3%
Shepparton/Mt Buller
3%
Port Fairy
3%
Bright
3%
Wilson's Prom
3%
Warragul
2%
Melbourne
Is the primary destination those
travelling to VIC are planning on
visiting for the holidays.
Source: Southern Cross Austereo Research Holiday Study Sept 2013. And where are you planning on going in VIC? N= 116
VICTORIA
Torquay
27. 49%
Other
33%
Barossa Valley
22%
Flinders Ranges
11%
Mt Gambier
9%
Kangaroo Island
9%
McLaren Vale
9%
South East beaches
Clare
5%
2%
ADELAIDE
Is the primary destination those
travelling to SA are planning on
visiting for the holidays.
Source: Southern Cross Austereo Research Holiday Study Sept 2013. And where are you planning on going in SA? N= 55
SOUTH AUSTRALIA
Adelaide
29. Asia
44%
30%
Europe
27%
New Zealand
15%
Pacific Islands
14%
Other
South America
6%
4%
ASIA
Is the primary destination those
travelling overseas are planning on
visiting for the holidays.
OVERSEAS
USA
Source: Southern Cross Austereo Research Holiday Study Sept 2013. Thinking about any overseas holiday you might take in the next 12 months, which region are you likely to go to for your overseas holiday? N= 937
30. Prepared by Southern Cross Austereo Research
For more information contact:
studies@sca.com.au
31. How the research was conducted
The results of this survey are “INDICATIVE” ONLY.
The survey was conducted by Southern Cross Austereo using its online panel
nationally.
The panel is obtained from our radio networks database under the labels of
‘VIP’ on the TODAY Network and ‘Music Jury’ on the MMM Network. All
members of these databases would be considered listeners to these stations.
The database contains about 246,000 members.
The is split between the Today VIP database and the Triple M database.
Approximately 20,000 of these members were invited to take part in our online
community – and members of this community were asked to take part in the
study.
All members of this community were invited to complete the survey, and 2,748
did so. Additionally, 800 external respondents were recruited to complete the
survey. Members of this database have no knowledge of Southern Cross
Austereo’s involvement and aren’t necessarily listeners to either network.
This report has been filtered by 18-54 year olds.
Certain questions asked for an ‘essay’ or ‘verbatim’ type of response OR
brands/words that first came to mind.
A keyword search was used to sort and rank the responses to these
questions.
As it is an online survey, the respondents would be skewed towards being
‘early adopters’ for technology, ‘trend setters’ in general and likely to be a
good early indication of brand leaders, trend setters and early adopters in
general.
These research surveys conducted by Southern Cross Austereo are done so
to provide a general understanding of the opinions, interests and attitudes of
the metropolitan marketplaces only.