INSIGHTS
Australians are already dreaming of their next holiday
Recent research from the University of Queensland finds that more than 50 per cent of Australians want to travel domestically when the restrictions on travel are lifted¹ with the most popular destinations are likely to be coast and country.
“Inspirational content reminds Australians stuck at home that we will travel again and that the world is still really wonderful,” says Kirsten Galliott, Head of Content, Travel & Luxury.
“So, even though flights have been grounded, we’ve continued to publish Qantas magazine, mailing 40,000 copies of each issue to the homes of Chairman’s Lounge, Platinum One and select Platinum Frequent Flyers. I think we just might be the only airline magazine in the world that is still publishing.
“We’ve also created an enhanced digital edition and Frequent Flyers are being directed to that content by emails from Qantas Loyalty. And on our website, Travel Insider, we’re including content on virtual tours, what hotels are doing around the world to bring the hotel experience into peoples’ homes and the restaurants and bars that are offering cooking workshops and cocktail-making classes.
“We’ve learnt – the hard way – the true value of experiences and the joy of travel.”
According to Wavemaker’s research report, Braving the new normal – APAC, 75 per cent of Australians believe the outbreak will be under control within six months and that travel will be one of the biggest behaviours expected to “bounce back”.
Indeed, there are many Australians looking for travel content that helps “undertake a little bit of dreaming”, as suggested by federal Tourism Minister Simon Birmingham.
Google Trends data shows that Australian travel-related searches for “Australia” and “Interstate” have rebounded after significant falls in the last week of March 2020. Qantas’ insights also show that its customers are starting to plan for the future as they look to support local communities and businesses and reconnect with the beauty of our less-populous regions.
Itching to explore Australia again? Our team has curated a virtual tours hub on Travel Insider.
Click here for a virtual tour of Western Australia.
Sources:
https://www.uq.edu.au/news/article/2020/04/sunny-outlook-domestic-tourism-post-covid-19-restrictions
Roy Morgan Readership Survey, April 2019-March 2020