The travel industry has been through the wringer as of late.
To be honest, what industry hasn't?
But as we power through 2023 and into 2024, there's a collective sense of wanderlust-based optimism as people once again begin to venture further afield.
This post-covid travel revivalism is driving new trends that are shaping the future of the industry. From emerging primary concerns to the continuous process of planning, there are several key factors that will dictate travel and the success of its associated businesses.
Below is a summary of the the key trends to look out for in 2023 and beyond - they were outlined by Managing Director Phillipa Harrison at the 2023 'Come and say, G'day' conference, which I attended, by Tourism Australia.
1/ Health concerns have become wealth concerns when marketing in Canberra and beyond
Covid did a number on many people in many ways.
For the last three years, the main priority for travellers was protocols to ensure thorough cleaning to safeguard health – and while this is still important to them, a new contender for concern has entered the ring.
Cost.
With household living costs through the roof (hello, $10 milk), travellers are more price-conscious than ever before.
But that doesn't mean you should discount your product. Instead, consider why people are choosing you. What value do you bring to them, what pain points do you solve for them, and how can you provide more value during their time with you?
Find ways to add value, even if that value is perceived.
Here are a few ways to add more value to an experience for travellers:
Understand your customers: This is the first step for any strategic marketing, and I often bang on about it. Get to know your target audience – like, really well. Understand their pain points, preferences and how you can address both. Speak to their needs and provide (easy) solutions.
Offer unique experiences: Provide something that stands out in an overcrowded market. Travel has become more accessible than ever, which means you need to serve up special moments and memories. This could be spotlighting your hidden gem location or local destination knowledge, the fact you cater specifically to families travelling with young children (maybe you have in-room milk bottle warmers and toddler-friendly rooms), or a personalised tour that matches the specific interests of your customers.
Provide exceptional service: This encompasses the time before they arrive, during their stay, and after they leave. Make sure your customers feel heard, valued, special and appreciated.
2/ Yet, we're in a renaissance of experiential indulgence
While consumers are price-conscious, they also want to treat themselves.
Life events have a way of putting things into perspective – and a global pandemic did this on a collective scale. What was once described as 'revenge travel' has evolved into 'the time is now' mentality.
Escapism travel is everywhere, and a mindset of fully making the most of the present has gripped a lot of people. This type of travel is a chance to disconnect from the onslaught of stress and immerse oneself in new environments, cultures, and experiences.
However, the indulgent escapism I'm referencing doesn't mean the whole of their trip is extra – but rather instances of bursts of extravagance.
These micro-budget blowouts could be a day trip to an exclusive Nordic spa, a bucket list experience, or a wined paired meal.
Alternatively, for those looking to spend big on luxury travel experiences, think about the value of your offerings. Furthermore, the biggest game changer for luxe travel is personalisation.
These can include:
Customised itineraries: This can be out of house (OOH) activities, specialised spa treatments, private dining experiences, and special access to high-end restaurants and chefs.
Exclusive access: Whether to executive lounges within your hotel, private transportation, or behind-the-scenes tours at iconic attractions.
Unique accommodation: What sets your property apart from others in the industry? How do you meet the needs of your high-end travellers that often crave both privacy and comfort. Not only that but how do you communicate these offerings to your prospective guests?
3/ Travel experiences should be even more meaningful when marketing in Canberra and Australia
People are willing to pay for authentic cultural moments.
This can come in many forms – immersion into the natural environment, food with a story, and people with a history and connection to the land on which you operate.
This concept is also known as experiential travel, and when done correctly, it is a hugely powerful tool to wield as it's a defining faction of what creates 'transformative travel'.
Transformative travel is defined by experiences that go beyond the typical tourist trip. It aims to create a deep and lasting impact on a person by driving a connection with a place and its people.
One example of a company big on experiential and transformative travel is REI Adventures.
Initially a store selling outdoor apparel, their Adventure programs have become synonymous with authentic and accessible exploration.
They deliver authentic, immersive, experiential trips focusing on adventure, exploration, and personal growth. They allow travellers to challenge themselves physically and mentally, connect with nature and local cultures, and gain a deeper understanding of themselves and the world around them. They also work with local communities and conservation organisations to promote environmental conservation and cultural preservation and provide travellers with opportunities to give back to local communities through volunteer projects.
Let's make it simple - here are three ways to start creating more meaningful experiences for your guests:
Focus on authenticity: Partnering with local communities, promoting local businesses and artisans, and incorporate local traditions and customs into your.
Emphasise sustainability: Implement sustainable practices that both minimise your environmental footprint while benefitting your local economy.
Provide opportunities for personal growth: Where are there opportunities for guests to immerse themselves in self-reflection, learning, and personal growth? This can be as simple as meditation, yoga, or workshops, or bigger concepts such as optional day excursions that push the familiar boundaries of their comfort zones.
4/ You must be a destination for all
Australia has made impressive strides for inclusivity and accessibility in recent years. But, like most destinations, there's room for much-needed improvement.
Event speaker Dylan Alcott OAM, Paralympian, Wheelchair Tennis Champion, Disability Advocate, Founder of the Dylan Alcott Foundation, Business Owner, Former Australian of the Year, and all-round incredible human, had a few honest and incredible words on this topic during a panel discussion:
"Being an accessible and inclusive service makes sense in two main ways. 1. As humans and as a society, it's the right thing to do. 2. It's just good business! When I can access your tour, your hotel, your excursion, I'm also bringing my family and my mates along. That's a whole bunch of bloody people".
With Dylan's comments in mind, I did some research.
In 2021, Tourism Research Australia's (TRA's) National Visitor Survey showed that travel groups, including people with a disability or a long-term health condition in Australia, accounted for $13.5 billion (17% of the total) of domestic day and overnight trip spend; and for 1 million domestic trips (19% of total).
Interestingly, a recent study from the Australian Trade and Investment Commission has shown that travellers with a disability in the US reported an average spend of US$500 more on leisure travel in the last 12 months than those without disabilities (Source: MMGY Travel Intelligence, 'Portrait of Travelers with Disabilities: Mobility & Accessibility').
Accessibility also applies to those in the ageing population. Take a look at these insights from Austrade's‘ Opportunities for the Visitor Economy' report from June 2021:
By 2025, one in 8 international trips will be taken by a retiree aged 60 or above (Source: UN World Tourism Organization, UNWTO Tourism Barometer, January 2016, Vol. 14; VISA, Mapping the Future of Global Travel and Tourism, 2014)
The size of the 60-plus market will almost double in the coming decade as the global ageing population grows by 40% to 1.4 billion by 2030. This demographic also has an increased propensity to spend their retirement money on travel (Source: United Nations, World Population Prospects: the 2015 Revision)
The older traveller is looking for comfortable accommodation, easy transitions through the 'first and last mile' of transport, and attractions with plenty of information available.
By enhancing the accessibility of your products or services, you can tap into new and lucrative markets for your business. The community of accessible travellers comprises individuals with disabilities, chronic health conditions, special mobility needs, and their entire entourage.
Furthermore, other visitors can also reap the benefits of improved accessibility, including elderly individuals, people with temporary mobility limitations or medical conditions, parents pushing strollers, and multi-generational family groups.
5/ Travel planning is continuous
You must approach your marketing with the mindset that your guest is 'always in discovery' mode.
From sitting on the couch at home and stopping mid-scroll for an awe-inducing Reel to researching the best-hidden restaurants near their hotel once they're physically in a destination, travel planning in 2023 and beyond is a continuous process.
This is excellent news because it gives you multiple opportunities to reach your target customers, whether they're at home or in-house.
Below I've created a travel-specific path-to-purchase funnel so you can better visualise your marketing touchpoint opportunities:
Awareness + Inspo: This is your first-touch opportunity for brand awareness. At this stage, travellers may not even know where they want to go, meaning you can swoop in and woo them with your content. For travellers already in the planning mindset, they are actively seeking information about potential destinations, activities, and accommodations. To both speak to and reach this audience, create content that informs, inspires, and entertains them. Highlight your unique experiences and build your brand recognition.
Consideration + Comparison: So, you've caught their attention. They've saved your post, Reel, or article. Now comes the fork in the road – their consideration of actually visiting you. If you understand what your travellers want (e.g., cost, location, amenities, ease of travel etc.), you can meet their needs with targeted messaging. Within this stage also comes comparison. What makes your destination, hotel, experience, or restaurant more memorable than the others? Throughout this process, they may continue to gather information and refine their plans based on new insights or changes in circumstances.
Purchase: Bingo! Typically, the big purchases come first; flight, hotel, and transportation. Once those are locked in, it's game on for the rest. Food, fun, festivities – what's on, what's happening and 'what can we do' are all top of mind. Even travellers looking to do absolutely nothing while in-location are still interested in add-on experiences. Consider what this type of traveller wants when relaxing by the pool – things like a bar-to-sunbed table service for food and drink, and daily add-on remedial massage at 2pm.
Visit + Experience: The travel planning process continues even after the trip has been booked and the vacation has begun. Guests seek out new activities or experiences once they arrive at their destination. There are opportunities to remarket to those in-house via internal communications.
Review + Return: The funnel doesn't finish at the end of a trip. Around one in four travellers will post hotel reviews unprompted. That number skyrockets to 80% when "encouraged" to do so by a hotel (Stratos Jets). The final part of your sales funnel is continuous – the coveted return guest. Give them a good experience (from digital to in-person), and you can make them a guest for life.
6/ Content creation is critical, and short-form video is queen when travel marketing Canberra and Australia
This point applies to any business in any industry.
While all types of content creation are essential, like email marketing, long-form articles, high-quality imagery etc., short-form video content (typically 7-30 seconds) will make your content to reach thousands of new target customers.
Get ready to copy + paste because here are your short-form video essentials:
Keep videos short and sweet: Short-form videos should be 7-30 seconds long. Capture the attention of your viewer quickly and convey your message across efficiently.
Highlight your experience: Focus on showcasing your unique experiences. Whether it's an adventure activity or a cultural attraction, spotlight your most remarkable traits.
Use high-quality visuals: Good news, your phone does a great job when it comes to capturing quality content. But it may also be worth considering incorporating drone footage or professional shoots.
Include captions: This is one of the easiest ways to enhance your content. Verizon conducted a study that found that people are 80% more likely to watch an entire video if it includes captions. Most social platforms now have in-built capabilities to auto-generate captions for your videos.
Use music to set the tone: Use trending music on your choice of platform to match the tone of the experience you're showcasing while also creating an emotional connection with your viewer.
Optimise your video per platform: Ensure your video is optimised for your chosen platform's video dimensions.
7/ 'Work from anywhere' culture means people are travelling further, for longer
A trend born out of necessity during the pandemic has become commonplace, and it's good news for tourism.
The rise of the 'work from anywhere' mentality means millions of people are no longer tethered to a set location, and this newfound freedom means that people can choose to work from anywhere with a reliable internet connection, whether that's a hotel in the Whitsundays or a café in Tasmania.
Long-term stays in Australia grew by more than a quarter for the first three months of 2022 year-over-year when compared with Q1 2021
Globally, nearly half of the nights booked from July to December 2021 were for stays of a week or longer
One in five nights booked were for stays of a month or longer.
The impact of this trend means people are travelling further and staying longer in destinations that they may not have been able to visit otherwise.
With the ability to work remotely, people can extend their stay in a particular location, whether for a few weeks or even a few months, without using vacation days.
This has significant implications for the tourism industry, as destinations that may have previously been overlooked because they are too far off the beaten path are now more attractive to travellers.
In addition, the work-from-anywhere trend will likely lead to an increase in "slow travel," where people take the time to immerse themselves in a destination and explore it in-depth. This can mean staying in a single location for an extended period rather than rushing through multiple destinations in a short amount of time.
As a tourism business, think about how you can attract remote workers, give them the amenities they need to work, as well as the experiences they're looking for when it's time to shut the laptop.
8/ Incorporate AI to stay ahead
AI is everywhere, and if there's one word on how to use AI in the travel industry, it's there:
Automation.
You can best use AI to automate tasks traditionally done by the living, breathing people in your business to create systems that can perform tasks autonomously without human intervention.
An excellent example of AI automation in the tourism industry are the online chat features found you see on hotel websites. Companies like Yonder HQ do a great job of this by providing 24/7 customer service via chatbot support, answering common questions and providing personalised recommendations to customers.
Not only does it help you to improve your level of customer service, but it can also reduce the workload on your team.
If you want to delve deeper into the world of AI, think about incorporating it into your data and market analysis, consumer behaviour tracking, campaign personalisation, and content creation processes.
In Summary
Travel is constantly evolving, more so now than ever. As we look ahead to 2023-2024, it's clear that we not only need to maintain best practices but continue to define new ones when travel marketing Canberra and Australia.
By embracing these industry trends and adapting to changing consumer demands, you'll become an industry leader driving business to your destination.
About the Author:
I'm Alison, Founder of Birdsong Marketing in Canberra, Australia. I'm a data-driven marketing strategist with 15 years of experience. I scale from hyper-local clients to SME, with the foundation of my experience being within luxury + adventure tourism, heli tourism, ski resorts, architecture and building.
I also have a degree in Psychology, which I utilise to understand online personas, consumer behaviour and emotive purchasing.
Birdsong Marketing creates personalised marketing strategies for businesses in Canberra and beyond that align with the goals and objectives of your business. We facilitate the tactical parts of putting your plan into action, ultimately increasing the awareness of your brand.
Follow @birdsongmarketing on Instagram for free marketing tips, or ask me a question below.
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