State Of The Nation
In a new series from Nine, State of the Nation dissects the state of play across several key categories challenging marketers right now. Each sector update provides a platform to voice opinion among key industry players, share insights and ideas derived from Nine’s audience intelligence, and pave a way forward to help brands navigate the future. After all, in the midst of every crisis lies great opportunity.
In part one of this new series we take a closer look at the travel sector, one that has continued to evolve at a rapid rate in the wake of the global pandemic. One that has transformed where we holiday, how we travel, when we travel, and often when we don’t.
Recap on State of the Nation: Travel LIVE from Sydney Opera House
Tourism Australia, Ponant, Qantas, and APH
Travel and the Australian way
Insights from Kantar and Nine
Turn consumer desire into action
New brand opportunities and inspiration
Catch up on the full event
What you need to know
The state of mind of Australian travellers
In partnership with global consumer insights company, Kantar, Nine set out to develop an up to the minute barometer on Australians state of mind when it came to travel in the early months of 2021.
Cultural analysis combining qualitative and social 'big data'
Analysis of Kantar’s Global Covid Barometer exploring sentiment and behaviour
Over 126 video blogs with a cross-section of Nine’s audiences nationally, exploring sentiments around domestic and international travel
Consumer Pulse surveys to over 4,000 national respondents spanning Nine’s TV, video on demand, digital and talk radio audiences.
Theme 1: We know demand & desire for travel is there
This is translating into intent, especially for domestic travel.
Are considering booking travel this year
Are considering interstate travel
Are considering intrastate travel
And despite border closures, 41%
Of Nine’s audiences are optimistic about international travel in the next 12 months.
Theme 2: Behaviour is adapting in line with the new normal
Are comfortable travelling by private car
Are comfortable taking short flights
One in Three
Will spend more on short, frequent trips, one in five will spend “more than usual” within Australia
Will plan some aspects, but be flexible on details
Will take a “wait and see” or last-minute approach to booking
Theme 3: Translating desire into growth
Kantar's work in cultural demand spaces has revealed that what was rare and desired in people’s lived reality was already changing prior to COVID, and that COVID has accelerated those shifts. There were underlying cultural tensions centring on 3 fundamental human needs – for Safety, Self-Esteem and Belonging. These tensions meant there were cultural demand spaces or 'antidotes' to these cultural tensions – people were looking for Comfort & Clarity, Empowerment & Discovery, and Compassion & Connection.
Through our research, we identified 4 travels needs that will help brands navigate consumer sentiment
Building on Kantar's work around underlying emotional needs and cultural demand spaces, Nine explored the travel needs of its audiences as they're looking forward – and identified 4 dominant clusters of needs this year – for Assurance, Newness, Recharging and Connection. These are spaces that brands can capitalise on to convert desire into demand.
What this means for brands
Convert on consumer desire to travel
Nine's audiences want to travel but need to be inspired, informed and assured to book confidently
Clarify & Simplify
The 'new normal' of travel planning means there are some parts that feel like homework. We can take steps to ease that process, add value to the experience, guide and excite travellers
Adapt to new behaviours
The consumer journey has shifted, pragmatism and short-termism influence booking behaviours, and the customer experience needs to reflect the new normal
Tap into travel needs
Successful, customer-centric brands can connect best with audiences if they provide assurance and newness, and can bring to life opportunities for recharging and connection
The travel industry needs to lead
Audiences know that things won’t go back to the way they were before – we have to move forward. The market has changed, and the industry cannot baton down the hatches and wait for things to go back to normal. It needs to lead. That means adapting how we communicate and supply to meet changed demand. This is where our growth will be found.
Looking to inspire Australian travellers? Nine's got you covered!
Here’s a few ways we have helped our partners inspire Australians to travel
For further information, contact your Nine representative, or complete the form below. A member of the team will be in touch.