Growing optimism around domestic travel, says News Corp study

Australians are growing more optimistic about domestic travel, a sentiment driven by frustration at local and international border closures and relaxing of coronavirus restrictions.

The latest research from News Corp Australia’s New Horizons 2.0 study found attitudes towards local and interstate travel are changing, providing opportunity for brands and marketers.

News Corp’s New Horizons 2.0

Some of the key findings included 52% of consumers being ready to travel within their own state for their next holiday. That figure rose by 13% compared with the first New Horizons study in April.

While 17% of Aussies still desire an overseas trip for their next holiday, 31% are researching their options for domestic travel.

The research was conducted in September with 1,262 Australians aged 18 and older.

28% of those surveyed are keeping their eyes out for a holiday offer, and 53% are seeing the dual benefit of personal relaxation while supporting the Australian economy.

Brands could also look to the fact that 55% of Aussies are planning road-based travel, while 17% fewer are avoiding booking holidays due to concerns over coronavirus (compared with April).

News Corp Australia head of travel, Dwanye Birtles, said the results showed “clear changes in consumer mindsets” despite the recent news of a lockdown in South Australia.

“Travel has faced much upheaval in 2020 and while many challenges remain, it’s promising to see consumers planning holidays, versus the ‘someday’ dreaming we saw back in April.

He said that marketers should focus on having content that speaks to each stage of the travel journey, “as consumers look for inspiration to keep holiday dreaming alive with intrastate, interstate and international destinations, as well as up-to-date information addressing COVID-related measures, safety and practical information for the places travelers can go now.”

Concerns around travel still remain, with 60% of Aussies concerned about last-minute border closures, while 54% are worried about getting stranded away from home.



Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.