From authority to authenticity: why 39% of Aussies are finding travel brands “too generic”

From authority to authenticity: why 39% of Aussies are finding travel brands “too generic”
Sofia Geraghty
By Sofia Geraghty


The adage is that people travel to “find themselves”. While this might seem cheesy, given the search for the authenticity is a growing travel trend, it’s something travel agents and anyone selling travel needs to know about. 

The Influence Codes report from Newscorp’s The Growth Distillery, in partnership with Ogilvy and Kantar, found that 64 per cent of Australians say that a holiday is about living their true authentic self.

This has led to a strong wish for more personalised travel options with 39 per cent finding travel brands too generic and 45 per cent saying they were overwhelmed by too much choice.

Generic travel guides are on the out. Credit: Flickr/Paul Campy

The Influence Codes series delves into how travel brands can better serve consumers by understanding the critical sources of influence and the strategic approaches needed to stand out in a crowded market. It provides a playbook for marketers to navigate this new landscape, ensuring their messages resonate deeply and effectively with their audience.

Here are some of the top trends outlined in the Growth Distiller’s Influence Codes report:

A shift from authority to affinity

According to the report “historically, influence worked in a ‘top-down’ fashion”. This meant that people in a position of authority or those who held important information were able to influence others through their communication and actions.

A number of factors, including an overload of information and a distrust in traditional forms of authority caused by corruption, negligence, and moral decrepitude have shifted this dynamic and led people to look towards other forms of guidance.

Old school versions of authority have gone out of fashion. Source IMG2GO.com

Rather than being influenced from the top down, influence now works from the “bottom up”. This means Aussies are looking to find their own sources of influence which they feel an affinity with.

The ‘Goldilocks’ zone

High reach is not the same as a high resonance, especially when it comes to influencers. 

One of the core characteristics of affinity is relatability. According to the study “this means is that unless you share ideological, physical or social space with your target, you won’t hold any power to influence them”. 

For agents, this stresses the importance of being authentic so you can engage with customers who are naturally drawn to you.

Travel isn’t about escape from the day to day… it’s about immersion in what you love

“Today’s traveller is no longer looking for an opportunity to escape from the day-to-day. Instead, travel provides the chance to fully engage with their passions in life,” the report states.

“This means that cookie-cutter experiences will no longer cut it, as today’s travellers are looking for something far more unique and personal.”

Due to the high-ticket cost of travel, however, authority does still matter, just in a slightly different way. Experience and reliability are the key components that are required to build influence in the category.

Soneva Fushi - SOUL Festival 2023 - Meditation and Yoga Group Sessions - Moosa Haleem

Niche interest travel is on the up. Image: Soneva Fushi – SOUL Festival 2023

For travellers the risks of ‘getting it wrong’ is larger than ever

As the desire for fulfilling life-enriching travel grows, so does the pressure to get it right and not waste a trip.

“This consumer context is especially important now, because as the cost-of-living stresses increase, so too does the relative importance of travel decisions,” the report states.

James Taylor

“For many Australians, travel may be one of the largest single expenditures they will make each year, heightening the stress and anxiety to make the right decisions.

“This consumer context is especially important now, because as the cost of living stresses increase, This is exacerbated by the conditions we now face in the ‘cost of living’ crisis, because we all want to make the most of our precious vacation time, and so the importance of Authority, to help us avoid the pitfalls has increased greatly.”

The Growth Distillery head of research James Taylor said: “For Aussie travellers affinity and authenticity are the superpowers of Influence. This research shows marketers can help Australians to get more out of life with their travel experiences by being less focused on helping people get away from life, and being more focused on helping people get more from life.”

Read the full report here:

How this desire for authenticity is shaping travel: 

LGBTQIA+ Travellers 

Last week fresh research from Booking.com found that LGBTQIA+ travellers, who frequently experience discrimination whilst travelling, particularly valued authentic travel.

The majority (67 per cent) believe that being able to be their authentic self on their trip is their next most important factor.

More than half (53%) of LGBTQIA+ travellers have experienced discrimination whilst travelling

Exceptional ALIEN

Two ex-advertising heavyweights Justin Drape and Michael Canning noticed that travellers were no longer wanting to see mainstream landmarks, instead they wanted to travel around their passions and interests. So they set up Exceptional ALIEN.

Exceptional ALIEN is a platform where people can combine their love of travel with that of creativity – receiving recommendations and insights on the best creative places to visit around the world from the best creatives around the world.

How Exceptional ALIEN is shaping the future of travel and destination marketing

Stephanie Myers Academy 

Travel Weekly‘s 2023 mentor of the year, Stephanie Myers, is a huge advocate of agents marketing themselves authentically.

Her vision was prompted by witnessing too many agents struggle to hang onto their businesses during the pandemic. After receiving positive feedback on her podcast, Myers got in touch with fellow agents about how they could future-proof their business.

One of her key takeaways was the importance of authentic connection, as she says on her website: “Our industry is broken. Hiding behind logos and brand colours we have zero connection with while trying to be unique and stand out in the crowd. Hiding behind logos and brand colours we have zero connection with while trying to be unique & stand out in the crowd”.

You can read more about her academy here. 

All the details on the WINNERS of the 2023 Women In Travel Awards!!!

Lead image: IMG2GO.com and influencer Jorden Tually.

 

Latest News

  • Destinations

Scenic Rim provides luxury escapes to the countryside this Winter

Warm up in winter with luxury escapes to the countryside in the Scenic Rim, including a wood-fired hot tub under the stars, mountains, lakes, and farmstays. There are various packages awaiting travellers looking for a quick getaway from the busy city. Moogie House, Glamping & Pod Accommodation – Lake Moogerah Guests can escape to the […]

  • Aviation

Air Tahiti Nui launches special edition surfing magazine

Flagship carrier Air Tahiti Nui, has launched a special edition magazine, Horue, to celebrate the special connection between Tahiti and surfing. A notion common to several Polynesian languages, “horue” expresses the depths of the ocean which the hollows of a great wave allows us to catch a glimpse of. Detailing the history of surfing in […]

  • Attractions
  • Hotels

Capella Sydney partners with Whale Watching Sydney to launch a new Family Moments package

Capella Sydney has partnered with Whale Watching Sydney to launch a new Family Moments package designed for families seeking a blend of luxury accommodation and adventure during the whale-watching season.  Capella Sydney, just 400m from Sydney Harbour, blends heritage and contemporary design with world-class accommodation and dining experiences, along with a wellness centre featuring a […]

  • Cruise

Norwegian Cruise Line expands collection of European cruisetours

Norwegian Cruise Line has announced the expansion of its European collection to provide more choice, value, and destinations. The new NCL additions are available in 11 ports through November 2025 and combine select sailings with multi-day immersive land exploration for a seamless cruise holiday experience. Lisbon, Portugal has just been added to the collection of […]

  • Hotels

Sheraton Resort and Spa, Tokoriki Island, Fiji reopens following renovation

The Sheraton Resort and Spa, Tokoriki Island, Fiji, has welcomed back guests to rediscover the beauty of this exhilarating haven after a multi-million-dollar renovation at the venue. The resort offers 101 guest rooms tailored for travellers seeking an island paradise getaway. They can choose between ocean-front views or secluded retreat rooms nestled within lush gardens. […]

  • Tour Operators

Explore Worldwide launches upgraded collection for 2025

Leading small group adventure specialist, Explore Worldwide, has announced its new upgraded collection comprising 18 new tours across four continents. The upgraded collection includes destinations such as Turkey, Jordan, Peru, Vietnam, Botswana and Morocco. They all have the key ingredients of a typical Explore holiday with small groups, an expert tour leader, unforgettable experiences, and […]

  • Food & Beverage
  • Hotels

TV chef Manu Feildel tries his hand at Bistro Red Lion

Who says Sydney’s dining scene is on the ropes. Despite promising to “never, ever” open a restaurant again, TV chef Manu Feildel is now on pans at a 196-year-old pub in Sydney’s inner west. Owned by the Laundy family, the Red Lion pub will soon be home to Bistro Red Lion by Manu which will […]

  • Aviation

Scoot winter sale on economy and ScootPlus tickets

Aussies looking for their next international adventure can take advantage of Scoot’s Winter sale deals on their Economy and ScootPlus tickets to popular destinations. They are offering discounted economy flights to a range of favourite destinations, including: Athens (from $405 SYD/ $395 MEL/ $399 PER) Osaka (from $335 SYD/$325 MEL/$319 PER) Koh Samui (from $330 […]

  • Attractions

Sydney International boat show delivers four days of family fun

Families looking forward to a winter weekend adventure can take to the Sydney International Boat Show for an assortment of boating, sailing, and marine experiences from 1 to 4 August. Returning for its 55th year, the show is the highlight of the international boating events calendar and a popular day for the entire family. Guests […]

  • Hotels

DoubleTree by Hilton Hobart set to open in the second half of 2024

DoubleTree by Hilton Hobart is set to open in the second half of 2024 within walking distance to the CBD, waterfront and Salamanca Place. The new hotel promises to be a standout addition to the city’s hospitality landscape. The new DoubleTree by Hilton Hobart, together with Fragrance Group Limited, will offer guests a blend of […]