Nine’s thought leadership and insights series, State of the Nation, dissects the state of play across key categories challenging marketers right now. Each sector update provides a platform to voice opinion among key industry players, share insights and ideas from a bespoke research study, and pave a way forward to help brands navigate the future.
For this second look at the Travel sector, leading global futures consultancy, The Future Laboratory, took a closer look into The Future of Travel, followed by a panel session with a selection of industry experts that delved deeper into the now, new and next of Travel, and shone a spotlight on the challenges and opportunities moving forward.
Recap on State of the Nation Travel event
The Future of Travel:
We partnered with The Future Laboratory to take a closer look into the future of travel with detailed analysis and strategic insight, combining data from Nine audience intelligence with The Future Laboratory’s expert trends intelligence. From the changing role of travel agents to the push for regeneration, and the promise of luxury’s most extreme frontiers, we showed smart travel brands how they can stay ahead of the curve.
Associate Strategy & Foresight Analyst,
The Future Laboratory
After a turbulent period for the tourism sector, recovery will be fuelled by pent-up consumer demand. But it won’t be plain sailing. Travel providers must embrace sustainability, innovation and ever-merging categories to stay ahead of the curve.
The trends emerging in travel across Australia and the world:
What does this mean for brands?
The research identified three core areas for brands to explore now and into the future, including targeting the wandering worker, demonstrating holistic betterment, and pushing the boundaries of luxury.
Target the wandering worker
Focus on the key way in which the pandemic has created travel opportunities. Remote work has broadened the role of travel to create a new mode traveller. To capture this new consumer, become a nomadic brand through trips and experiences that blend work, leisure and travel.
Demonstrate holistic betterment
Harm reduction is no longer enough. Consumers will seek out and pay a premium for trips which have a positive impact on both people and the planet. From environmental regeneration to decolonising tourism, offer tangible data and evidence to show your commitment to purposeful travel.
Push the boundaries of luxury
Push the boundaries of possibility. Create travel experiences that offer the conquest of elusive and ephemeral personal frontiers. Now, luxury comes in the form of exclusive access to unexplored and untainted limits of the physical and metaphysical worlds, from space travel to bio-hacking.
The Nine Travel Ecosystem spans
Print, Digital, Radio & Broadcast
Our core Publishing travel network has a potential reach of 3.8 million people for whom travel remains a life priority. Over 2 million are exclusive to Nine. This is complemented by our extended Nine travel network via broadcast and radio platforms, to drive mass reach to a highly valuable audience.
Traveller Super Brand
Use the power of Nine's data to
reach the travel audience
We have at our disposal Australia’s largest data footprint – almost 20 million registered users. We can help you reach your core audiences through Nine’s unique consumer segmentation, 9Tribes, wherever they are on their travel journey, or by surfacing your messaging in relevant content via Contexti targeting. Nine’s data strategy allows you to maximise the efficiency and effectiveness of your media buying, delivering the right message to the right person at the right time, in a premium content environment.
Partnering with Australia's
leading data partners
Here’s a few ways we have helped brands meaningfully connect with travel intenders.