News Corp. Australia has released the findings from Its inaugural News Travel Network Consumer Trends Forecast
Using the behavioral data from the media giant’s News Travel Network audience, combined with Australian and international trend reports, the biannual trends forecast is overlaid with the expertise and broad-reaching insights of News Corp’s senior travel editors to predict the key consumer travel trends that will shape the next six months.
News Corp. Australia’s managing director of food and travel, Fiona Nilsson, explained that the past year has dramatically changed the way we travel and how we think about travel. With a disruption as big as this, we also see big shifts in consumer interests and behaviors.”
Dwayne Birtles, News Corp Australia’s head of travel, said the company was “laser-focused” on its approach to travel across the business, pointing out that the company’s research has identified five core travel consumer segments ranging from the ‘Savvy’ segment, younger customers who are looking for value in their travel experiences and have a high propensity to book online; all the way up to the highest-value travel customer via our ‘Prestige’ segment, who look for the very best in quality and experience from their travel.” The five key consumer travel trends were presented by News Corp virtual gathering, as reported on by Travel Weekly Australia, are as follows:
1. The Swing against “Enforced Presentism”: This trend is based on consumers really wanting to avoid that feeling or sense of being ‘trapped in the present’, with no horizons. It’s leading to a strong desire to seek to reclaim their future, after feeling it was snatched away from them in 2020. To avoid feeling trapped in the present with ‘no horizons’, consumers are seeking to reclaim their future after being deprived of the ability to fully plan, manage and influence experiences in 2020.
As borders reopen and the vaccine rollout continues, Australians are looking ahead to escape the endless vortex of going nowhere. This means that Australians will reclaim their future by throwing themselves into future planning – especially travel. They will be looking for hassle-free booking experiences and hyper-personalized itineraries.
2. Live like a Local: Out of the changes that 2020 brought us, that dream of staying longer in places once considered brief holiday destinations has become a real possibility as many of us transition to partial or fully working from home. The pandemic has made living and working in places we’ve only ever visited a reality, with remote working becoming part of everyday life. This year and beyond will see shifts from short-term to medium- and long-term stays for corporate nomads as they move to destinations that offer a better and more enjoyable lifestyle.
3. Once-in-a-Lifetime Travel: Before COVID, we had unlimited choice. It wasn’t where could I go? It was where should I go next? We’ve surprised ourselves with how amazing Australia is, but there is no doubt there’s been a sense of confinement, and let’s face it: Australians love to travel overseas and we’re yearning for the big trip.
Consumers are appreciative of now being able to travel more freely and they are chasing dream destinations over adventure. The pent-up travel demand will see Australians plan epic, “trip of a lifetime” holidays.
4. Loyalty Redefined: Tourism operators have a great opportunity here to develop a whole new cohort of loyal customers. With options limited in terms of destinations, consumers are eager to try something new. The consumer who is tempted to do a trip they might not otherwise have considered, could become the next loyal traveler; the customer who goes with the company they know, tried and tested, time and again. The pandemic has levelled the playing field for brands. Limited opportunities to travel and the desire for fresh, immersive experiences mean Australians are considering brands or operators they haven’t used before.
5. Wonder Down Under: As restrictions lifted and we could travel in our metaphoric backyard—all 7.6 million square kilometers of it—our appetite for information about Australia surged. We saw a curiosity for niche and quirky stories and details and a desire to get to know our country in a more meaningful, entertaining or purposeful way than ever before.
Australians are looking for the quirky and the curious, with more people traveling at home they are seeking out niche and detailed history, facts, pop culture and trivia. Micro moments and local secrets are important with Australians wanting deeper, richer and more immersive experiences.
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