Nine million Australians say they have travelled domestically in the past six months or internationally in the past 12 months. But are all travellers the same? Using data from Nielsen’s Consumer & Media View (CMV) and the 2017 Australian Connected Consumers Report, we identified six distinct types of Australian travellers and looked at how best to reach and engage each group.
The unique differences between the six groups highlight the importance of ensuring marketing strategies are adjusted to better connect with travelling Australians. With each segment being similar in size, it’s clear there is no ‘one size fits all’ approach when it comes to effective travel marketing.
While one-in-five travellers simply seek an ‘escape from reality’ by taking a domestic weekend away; at the other end of the scale, another one-in-five like to ‘travel in style’ – they pay special attention to their appearance, enjoy the finer things in life and typically love sharing their experiences on social media.
The data also shows clear preferences among older travellers; as well as those looking for cultural experiences; and even the typical everyday traveller who is just looking for the best price deals online.
ABOUT NIELSEN CONSUMER & MEDIA VIEW (CMV)
Nielsen Consumer & Media View is a rolling survey of more than 20,000 Australians aged 14 and above. It captures their lifestyles, behaviours, passions and attitudes towards almost every aspect of their life.
It’s great for helping advertisers understand the everyday Australian consumer that they want and need to communicate with.
We also include media consumption data with the fusion of official TV, radio and digital audience ratings to get a rounded view of how brands can best target and reach their target audiences. To find out more about how CMV can help you more effectively plan your marketing, contact firstname.lastname@example.org
ABOUT THE AUSTRALIAN CONNECTED CONSUMERS REPORT
The Nielsen Australian Connected Consumers Report is a one-of-a-kind industry tool to guide your business’ marketing and media strategy in alignment with today’s connected consumers. The comprehensive insights and data sets provide your business with a unique ability to identify core audience segments and deep-dive into their device and cross-platform content consumption, purchase behaviours and influences, and the way they interact with brands.