Remote working, social change and new frontiers will change Australian travel trends forever

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New insights into travel trends shed light on opportunity for brands to stay ahead

A culture of working remotely, a passion for positively impacting cultures and the planet, and a desire to push the boundaries of unique experiences will drive future travel trends, a panel today heard featuring features some of Australia’s most respected travel executives.

Despite the short-term impact of pandemic-induced travel difficulties, information provided by global futures consultancy The Future Laboratory and published today at Nine’s state of the nation travel event held at the Sydney Opera House, shows that a new era of vacation trends is set to reshape the travel industry.

With detailed analysis and strategic insights that combine bespoke data from Nine audience intelligence, the fascinating look into the future examined how travel is changing, from the evolving role of agents, to the regeneration push and the promise of borders. the most extreme of luxury to show how travel brands can stay one step ahead.

Hosted by 2GB Breakfast presenter Ben Fordham with a panel representing Stephanie TullyQantas Group Chief Customer Officer; michelle mickanhead of marketing for Abercrombie & Kent Australia; Fiona Dalton, ANZ Managing Director, Virtuoso Travel; and ryan taibelvice president of sales and marketing for P&O Cruises and Cunard, the event aims to inspire an industry that has suffered from a crippling pandemic.

“Travel is in our DNA at Nine, and we have leading travel brands in publishing across our digital ecosystem and on TV,” said Michael Stephenson, sales manager of Nine. “Eighteen months ago, we launched our first State of the Nation series event at a critical time for the travel industry. Much has changed since then – local and international borders are now open, allowing us to travel more freely here in Australia and overseas.

“This event explores the changing role of travel agents, the push for regeneration and the promise of the most extreme frontiers of luxury, to show smart travel brands how they can stay ahead.”

With the news highlighting eight emerging trends – from the ultra-luxury market seeking new frontiers to an ever-growing solo travel scene changing the rules of the much-maligned singles surcharge – the message to travel suppliers and brands is that they must embrace sustainability, innovation and ever-emerging categories to stay ahead of the game. With an overwhelming number of Australians looking to book their next overseas holiday, with 81% of Nine’s audience set to travel overseas in the next 12 months, travel and luxury trends are already changing. .

Barry MowszowskiAssociate Strategy & Foresight Analyst at The Future Laboratory, said: “The opportunities for growth in the global travel industry are immense and Nine and its travel partners are well positioned to capitalize in the areas of regenerative travel, educated experiences and itinerant workers, among others. ”

These trends include how remote working has expanded the role of travel to create a new mode of traveler who desires a slower pace of life with a longer term stay that combines work, leisure and travel.

Panelist Stephanie Tully said after the pandemic, Qantas is seeing very strong demand for point-to-point travel with travelers wishing to avoid connections.

“We saw it before Covid with Perth to London direct succeeding, but Covid really accelerated that trend,” Tully said. “Project Sunrise is only a few years away and will see the east coast of Australia directly connected to London and New York. We are seeing strong demand for this. We are also seeing premium growth so the desire and booking models in premium cabins are stronger than ever People are spoiling themselves with the way they travel.

michelle mickan of Abercrombie & Kent agreed, adding: “People really want to treat themselves and we are seeing a 25-30% increase in transactions by every traveler who wants to do every destination well. They’re spending more time in destinations and we’re seeing much shorter turnaround times, with people not booking as far in advance as they did before the pandemic. And when it comes to what people are in store for, they are looking for new frontiers and all things new and exciting; the Middle East has made the biggest comeback we have ever seen.

The insights also reveal that consumers will pay a premium for trips that have a positive impact on both people and the planet, with this trend putting pressure on brands and travel agencies to offer hard evidence that show their commitment to purposeful travel.

In a world increasingly small and doomed to mass tourism, unique personalized experiences that push the boundaries of what is possible will be the new frontier. The new luxury will be experiences that offer the conquest of uncharted realms, from space travel to those that blur the line between fantasy and the physical. They are designed to make the traveler feel like they are witnessing a moment in time, like staying in the world’s first “traveling hotel” that changes location every six months.

“We tailor cruises to our clientele – if you’re a couple who want a refined experience, we offer smaller cruises for those people; or we have kid-friendly vacation cruises,” said Ryan Taibel of P&O Cruises and Cunard.

And good news for travel advisors, vacationers discouraged by complex adventure planning are increasingly turning to professional help to complete their trip. Nearly half of American travelers who rarely or sometimes used travel agents in the past said they were now more likely to use one after the pandemic, according to the American Society of Travel Advisors.

Fiona Dalton of Virtuoso Travel said, “We see people spending a lot of time online planning and finding inspiration, then consulting a trusted travel advisor and working with them to arrange not just one trip, but all three or four next trips because if you’re only focused on what you’re doing next, you’ll likely miss this experience.

Amanda Upton, Chief Client Officer of Nine – Travel & Luxury, said Nine is uniquely positioned to help travel and luxury marketers capitalize on the post-pandemic travel boom and future trends. As a member of state of the nation travel event, she announced that Nine is taking a number of key initiatives in publishing and data assets to help the industry grow and reach consumers who want to travel.

These initiatives include Traveller’s 15e Anniversary special, redesign of the traveler’s website, return to the month of the cruise, The Australian Financial ReviewFIN’s new lifestyle/travel magazine, the Traveler HOT LISTS series for 2023, as well as dynamic ad units now available through the Nine Data platform.

“Research by Nine found that travel is the number one buying consideration for consumers across the Nine Audience,” Upton said. “Through our internal Nine Nation survey, we know our audience’s appetite for travel has never been stronger. To meet this demand, we are producing more travel content than ever before.

“Through our Nine Travel ecosystem, brands can reach the majority of Australians who will spend more and travel more over the next 12 months. With this in mind, we have tailored a series of initiatives, to deliver ultra-relevant and inspiring content and in turn; the ultimate environment for advertisers to capitalize on Australia’s desire to travel.

For more information:
Adrian Motte
Senior Communications Manager – Commerce and Publishing
[email protected]

Thursday, July 28, 2022

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