The response to Bronwyn’s recent piece on the joys of domestic travel has made me realise how useful it is to have a point of comparison. It gives us some perspective.Last year I spent 5 weeks in Turkey on an (ahem) detailed research trip to make that comparison. It’s a useful comparison because, according to the very useful Economist World in Figures app, Turkey actually sits quite close to Australia in the world tourism rankings on inbound benefit. It’s derived from more visitors spending less but nevertheless we’re pretty close. Like … [Read more...]
Seniors Travel Research – The Seniors Gap Year
Listen to Carolyn Childs talk to The Australian Newspaper about seniors taking a gap year. Click here to listen. Do you want to hear more from us?Want to be kept up to date with the latest travel and tourism insights? Join Our Mailing List. Every 2 weeks, we send the latest practical insight for you to apply to your business and destination marketing. … [Read more...]
Pricing In Domestic Tourism – Clear As Mud?
I have just come back from a good old fashioned domestic tourism caravan park on the beach Aussie family holiday. We had the most wonderful relaxing time and all got to know one another again. It was the type of holiday some of us grew up with.Back when I was a kid, we stayed in on-site vans. Then Dad got a job as a sales rep for Jayco in the late 70's when the pop-up was all the rage. We always had the latest pop-up to try, great times. I have such fond memories of these types of holidays. You would be reunited with the same kids every … [Read more...]
The Highs And Lows Of A Regional Road Trip
Every Christmas we drive to Melbourne with the kids to visit Mum and Dad so I get to reconnect with regional Australia. This is often with somewhat mixed feelings. I have worked with regional tourism for many years now in a marketing and market research capacity so I guess I travel not only as a 'traveller' but also with an eye on the game.Essentially what I notice, is there is so much opportunity for tourism businesses to shine and untapped opportunity. Here are a few of the highs and lows of my family road trip. 1. Regional produce and … [Read more...]
Seniors Travel – From Blue Rinse To Blue Skies
Our seniors travel research has been gaining an enormous amount of interest and publicity since we published it 6 months ago. The interest comes mostly from mainstream press (it is a great story). We have been on TV, in all the national newspapers, marketing magazines and positioned as being on the forefront of seniors travel research. We have also had marketers from other industries look at the research. Oh yes, I think we had 1 article from a travel publication. I guess what is prompting me to write this article, is that we are a little … [Read more...]
Respect Your Customer – Lessons For Tourism From The Retail Industry
The dawn of the digital age in marketing is supposed to herald a new dawn in engaging with our customers. I truly believe this to be the case. But in the last 24 hours I have had two examples that remind me that, in both digital and offline marketing, sometimes you do need to go back to basics. This is especially the case in the age of the ‘considered’ consumer who looks hard at how they spend their money. … [Read more...]
The Tourism & Travel Marketing Revolution: ZMOT
Last week, the Australian Bureau of Statistics (ABS) released some extraordinary figures: - In 2010-11, 79% of persons aged 15 years and over had accessed the internet in the previous 12 months - 68% of internet users had used the internet to purchase or order goods or services for private purposes, - Of the people who had made a purchase over the internet, 74% purchased Travel, accommodation, memberships or tickets of some kind. … [Read more...]
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