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Source : https://www.thinkwithgoogle.com/intl/en-aunz/consumer-insights/consumer-trends/3-ways-travel-marketers-can-help-australians-and-new-zealanders-plan-their-next-trip/?utm_medium=email&utm_source=d-content-alert-visual&utm_team=twg-aunz&utm_campaign=TwG-AUNZ-CAV-2021-09-21-Three-ways-travel-Knak&utm_content=cta-btn&mkt_tok=MTcyLUdPUC04MTEAAAF_pKD2mJNPdep7aVdiRsvPC1gaLNwIwYcck0jidD2OKxEpg_mjJPoKdkBxqD8MbqhF9whOCwIhcNsMHFOElOD3lZOntil28cc36nxhSpdHTwGb

JESSICA WILLIAMS

SEPTEMBER 2021

3 ways travel marketers can help Australians and New Zealanders plan their next trip

The desire to get out and explore is part of our culture down under. In 2019 Australians spent $172 billion on international and domestic travel — that’s an average of nearly $7,000 per person.1


While many people can’t travel and aren’t quite ready to book their next trip

given changing travel guidelines, they’re still dreaming about going on getaways as soon as they can. And savvy travel brands are making moves to meet travellers who are gearing up for future adventures.

“brands can use Search insights to understand what

travellers are looking for and keep up with market demand.”


Adapting to Changing Traveller Behaviour

Leaders in travel know that up-to-date trends keep businesses resilient when challenges strike. As consumers explore and evaluate their options, brands can use Search insights to understand what

travellers are looking for and keep up with market demand.

“Analysing specific regions and

markets has helped us monitor

demand, react to constant changes,

optimise exposure, and inform key

decision-makers.”


Ben Will

Paid Media Leader, Virgin Australia

“When our performance marketing

team needs to support how we

prioritise our marketing spend, they

turn to real-time tools and insights.”


Paul Hayden

APAC VP of Growth, Kayak

People are eager to book safe trips as soon as they align with government policies and healthcare professionals’ advice. In late 2020 and throughout 2021, travel sentiment bounced back in Victoria shortly after lockdowns lifted and the government

announced clear safety guidelines.

Between the time restrictions tightened and lifted during

state-by-state snap lockdowns in the first half of 2021, search interest

in domestic travel increased by an average of 72% across impacted

states in Australia (Victoria, Western Australia, and Queensland).3

Australians and New Zealanders are no strangers to snap lockdowns,

and they’re relying on brands to make changing plans easy.


To-dos for travel marketers


Restrictions and lockdowns are often difficult to predict, but they have a

big influence on itineraries. Showing up with relevant messaging and

compelling offers comes down to having the right data. Use tools such as Travel Insights with Google to anticipate shifts in demand and changing interests for destinations. 

With international travel on pause, future travellers are searching

online for guidance around evolving travel regulations and ways to

safely explore their own backyards.

With international travel on pause, future travellers are searching

online for guidance around evolving travel regulations and ways to

safely explore their own backyards.


To-dos for travel marketers


Although changing regulations make it challenging to visit new destinations, people are clearly ready to travel when they can. Connect with potential travellers when they’re interested in booking a trip by being discoverable on Google Search and Maps

When people can get a change of scenery, they look for

safe, convenient, and budget-friendly trips.

With international travel on pause, future travellers are searching

online for guidance around evolving travel regulations and ways to

safely explore their own backyards.

The desire to reconnect with loved ones motivates many

Australians and New Zealanders to hit the road or runway.


To-dos for travel marketers


People want to spend quality time with their friends and family on worry-free trips that don’t break the bank. To ensure your messaging engages future travellers from the first moment of inspiration to the final booking, level up your digital marketing with tips from Grow with Google workshops

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