The idea distilled…
Travellers today are increasingly prioritising how travel makes them feel, with internal rather than traditional external destinations guiding how they make their decisions. Understanding this new model of decisioning is key for marketers who want to connect with Australian travellers on a more meaningful level.
The Reframe Travel guidebook breaks down what these motivators are, how to identify them, and how you can show up in exceptional ways to drive meaningful connections with travellers in 2024 and beyond.
If nothing else, three things to fuel your growth…
- Reframing around WHY people make decisions for growth: 2 in 3 travellers say their internal destination is a must-have or deal-breaker when booking a trip, and it’s more impactful than ever before – making it a critical focus for marketing strategies.
- Seven Internal Destinations: Australian travellers ultimately seek: Affinity, Wonder, Indulgence, Security, Growth, Self, Ideals when travelling, influencing the plans and trip decisions they make along the way. AND for more than half, these are even more important today than they have been before.
- Place and product is the unlock: Destinations don’t hold meaning, but they can trigger emotions – flipping the narrative about how you present options and experiences to travellers is the key
Some additional food for thought…
- 3 in 5 travellers begin their travel planning by thinking about why they want to go rather than where – the internal destination is the key decision driver.
- 87% prioritise travel experiences that bring them happiness over what’s popular or trendy, emphasising the importance of personalised, emotion-driven marketing approaches.
- 3 out of 4 travellers agree that place can trigger strong emotions, which means that marketing should focus on evoking those feelings to inspire travel.
