Report highlights ways brands can cash in on modern traveller priorities
A new report, Reframe: Travel, released by The Growth Distillery and The Research Agency has revealed a shift in Australian traveller priorities.
Rather than focusing on specific destinations, consumers are increasingly drawn to how a trip makes them feel.
According to the study, three in five Australians begin their travel planning process by considering why they want to go rather than where they will go.
This behavioural shift presents a major opportunity for travel brands to recalibrate their messaging and engage more deeply with consumers. By focusing on emotional motivations, brands can better connect with travellers, fostering loyalty and potentially driving greater value.
The report highlights seven emotional ‘internal destinations’ that underpin travel motivations and how brands can best use these trends.
- Affinity – Seeking connection through shared memories. Brands can enhance this by helping travellers find connections without compromise.
- Wonder – The pursuit of awe-inspiring moments. Brands should deliver unique, personalised experiences that capture a sense of wonder.
- Indulgence – A drive to relax and revel in luxury. Integrating indulgent elements across travel experiences can keep travellers engaged and feeling valued.
- Security – Prioritising peace of mind. Brands can enhance the experience by ensuring travelers feel thoroughly prepared, allowing them to relax and explore freely.
- Growth – Embracing challenges and the unknown. Support from brands reassures travellers as they venture beyond their comfort zones.
- Self – Reflecting inward for clarity and rejuvenation. Brands should provide space for routine disruption, encouraging personal growth and self-care.
- Ideals – Guided by values and purpose. By spotlighting value-led options, brands can empower travelers to make choices that align with their beliefs.
The Growth Distillery research director Ciel Graham said, “Sixty percent of Aussie travellers say the way travelling makes them feel is more important than the destination they visit.”
“Our Reframe: Travel guidebook breaks down what these motivators are, how to identify them, and how brands can show up in exceptional ways to drive more meaningful connections with travellers.”
Email the Travel Weekly team at traveldesk@travelweekly.com.au
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