Reigniting a sense of childhood and splashing new coating on traditional vacation spots could play a hand at driving more Aussies on domestic trips, according to a new study.
As the GFC continues to haunt the average Australian and the strong dollar ushers more international trips, TNS Domesticate research found that locals are looking for a sense of security and certainty, a nostalgic feeling the industry could utilise to push domestic trips.
Speaking at the companys fifth report rundown yesterday, TNS Travel and Leisure director Jo Farquhar explained that domestic operators had the opportunity to fill the need for reassurance compared to international destinations.
We feel that tapping into this sense of nostalgia and security could benefit Australias travel industry by utilising a number of different themes which Australian products and experiences can tap into and link in with this kind of need for reassurance, she said.
The research companys head added that the sense of nostalgia created real opportunity for the industry to reintroduce tourist spots that remind travellers of their youth.
A lot of nostalgic things are coming back in, Ms Farquhar noted.
You can see it in advertising like the Solo Man and various other icon things being brought back and this link to nostalgia and people thinking back to when they were younger is beneficial for travel to tap into.
As well as dressing up the old to build domestic travel, TNS research also found that the mindset of the Aussie traveller has moved away from materialistic travel into experiential.
Ms Farquhar explained that people studied said they were looking for a rich life as opposed to a life of riches, a real implication for the travel industry to work off.
We are seeing people place greater value on experiences and lower value on material possessions, she said.
They want a holiday spending time with the family which is increasingly important to people and communicating that could be incredibly powerful [for the industry].
Click back onto e-Travel Blackboard tomorrow for more on TNS Domesticates research.
Source = e-Travel Blackboard: N.J