Australians love travelling in their own style, and we found the top six types. Which one are you?
Australians are travelling more than ever with more than a third (nine million) having travelled domestically in the past six months or internationally in the past year.
John Price, Director Marketing Effectiveness at Nielsen said, “Travel marketers should be considering the uniqueness of the six groups when building their marketing strategies so that they invest effectively.”
“There is no one size fits all approach in marketing to Aussie travellers.”
According to data from Nielsen’s Consumer & Media View and the 2017 Australian Connected Consumers Report, Australian travellers can be classified into six distinct groups:
1. Conventional travellers
Local tourists visiting their favourite domestic destinations or visiting family and friends. This group is most likely to book travel and accommodation online and the majority (60 per cent) are interested in cheap airlines.
They represent 20 per cent of the Australian travelling population.
2. Globetrotting grey nomads
Affluent, older overseas travellers who like to experience the unknown and are keen to embrace other cultures, 16 per cent of the travelling population.
3. Domestic grey nomads
A smaller group (five per cent), they are older travellers who enjoy getting away on weekends or for short breaks and prefer camping, bushwalking and relaxing on the beach. Social media savvy, they often hear about a new product or service online.
4. Escape from reality
Family oriented travellers who are looking for local weekend escapes. Representing 21 per cent of the travelling population, the majority (71 per cent) have travelled domestically in the past six months.
They are heavier users of Instagram and Twitter and trust social media as an information source.
5. Hungry for culture
This group (17 per cent) prefer to plan a long overseas holiday and will visit historical sites and museums. They are passionate about food particularly from other cultures and prefer traditional newspapers.
6. Travelling in style
Extroverted, image-conscious and spontaneous domestic travellers. This group (21 per cent) use social media to interact with others and obtain information about new products and 70 per cent take care of their appearance at all times.
