Majority of Australians eager to guide journey regardless of experiencing worry and uncertainty, finds 9 analysis

Travel marketers need to build trust with Australians looking to book vacations, as research by Nine and Kantar has found that barriers to domestic tourism are consumers’ feelings of fear and uncertainty about the likelihood of their bookings being canceled at the last minute.

The study, presented today at Nine’s State of the Nation event, found that while there is an appetite for domestic travel, two-thirds of respondents are considering booking interstate travel this year, but consumers remain cautious To make plans.

The study surveyed 4,000 people in Nine’s audience in late January and early February and gathered insights from 126 video blogs.

Nine’s Chief Sales Officer Michael Stephenson said the new findings presented an opportunity for marketers in the tourism sector and that brands will need to consider changes to booking policies to cope with the new environment the sector is now facing due to COVID-19 active is pandemic.


“This research clearly shows that the appetite for travel among Nine’s audiences is absolutely there,” said Stephenson.

“Travel brands have the opportunity to take advantage of openness, optimism and the desire to travel. However, travel marketers need to recognize that consumers now have different needs that need to be considered in order to translate intent into action.

“Many in the travel industry have made important changes to booking policies and protocols to keep travelers safe and secure. Our research provides the sector with further confirmation of the opportunity presented. “

The number of respondents who wanted to book domestic travel this year was lower when limited to those who deal with domestic travel. However, 87% said their private car is now their preferred mode of transport, and only 55% were happy with short flights.

The research also found that consumers perceived the process of vacation planning as “homework” due to the need to research border rules, booking policies and insurance.

Positive indications for the industry are the finding that 22% of respondents would like to spend “more than usual” on travel within Australia and 38% would like to do more frequent and shorter trips within Australia.

As a result, the study shows an opportunity for tourism companies to facilitate short stays and weekend getaways.

Kantars Kirsty Macmillan said the research showed a marked change in behavior among travelers following the effects of COVID-19.

“As consumers continue to adapt, it is critical for brands to stay agile, build trust and help consumers resolve tension,” she said.

Stephenson added, “The ‘New Normal’ may have gotten a bit clichéd, but it’s a real thing when it comes to travel.

“Consumers understand and accept that there are new aspects to consider when planning a trip, and in return they seek flexibility and adaptability from brands. Ensuring this will be the key to making the change as the travel industry grows again. “

Through the research that Nine has identified, audiences are looking for security with tourism businesses, wanting new experiences and exploring new areas, and recharging and connecting during their vacations after the growing sense of isolation over the past year.

According to Nine, the opportunity for marketers is to clearly communicate the flexibility and trust in bookings, to distinguish themselves as “facilitators of discovery” and to present the communities in which they operate.

In response to the study, Nine also announced at the State of the Nation event that it would create nine new travel strains within its 9Tribes data product, covering a variety of tourist experiences that audiences are following, such as Fly and Relax Traveler and Wine Region Explorer ”.

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