News Corp Australia’s Kerrie McCallum on the rise of video and shifting travel expectations

The consumption of video is one of the biggest changes, and I almost can’t generate enough of it for our audience. It needs to be compelling content of course, entertaining and informative, and we find that when our editorial team members and trusted contributors talk to camera and tell a story, the audience loves coming along for the ride. Seeing a person they identify with, and trust, from our team makes the content so much more appealing and we are finding this is really resonating with the audience right now. 

I think given that many people are forgoing other small pleasures to continue to afford to travel in a COL crisis, combined with the fact that we are an increasingly overworked, overstimulated, overstressed society, we place higher expectations on our holidays to be more transformative than ever before. There are other things changing in addition to that, such as a concern not to be contributing to over tourism, and an assumption that businesses will operate in a sustainable and transparent manner. There is an increasing desire for immersive experiences, inclusive travel, as well as the rise of shareability, which is all impacting our travel expectations as well. 

Travelling and cultural etiquette and tips on how to be a savvier or better traveller perform really well, as do stories about modes of travel. For example, anything regarding airports or airlines, reviews of different classes of travel, or premium travel, as well as rail and cruising, are of high interest. Places where the exchange rate stretches further – i.e. Japan – trend highly, as does the rise of the ‘travel dupe’ (alternate hot spots). When it comes to our e-com channel, anything that makes packing easier wins – women’s travel underwear has overtaken puffer jackets as the highest seller!  

There is less emphasis on ticking off boxes or cookie-cutter bucket lists, and more focus on memorable experiences and digging deeper into a destination. The ability to immerse yourself in a passion or an interest is more likely to attract a traveller to book versus just the destination in itself. Currently we see categories like sport, adventure, food and wine, wellness, history, art and culture, shopping and luxury compelling travellers to make a choice, and I see these passions or niches getting even pointer. Travel providers, tour operators and even airlines are adapting to this, building out diverse tours or opportunities for a traveller to indulge their passions and learn something new. Bespoke or personalised packages are also growing more appealing as a result.