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Client awareness of traditional travel marketing declines

November 7, 2013 Corporate, Headline News No Comments Email Email

egtmedia59Australia’s states and territories will have their work cut out when they assume responsibility for promoting domestic tourism. A new, independent study shows that the tourism message is getting out less easily than it once did – and disturbingly, the same seems to be just as true for international travel promotion as for domestic marketing.

As reported here earlier, Tourism Australia is to drop promoting domestic tourism to focus on its primary task of marketing Australia internationally. Govt tells Tourism Australia to dump domestic tourism 250x250

Figures show 80% of Australians have recently read, seen, or heard something on domestic holidays or travel in the year to September 2013, down from 87% three years ago, the latest Roy Morgan Holiday Tracking Survey shows.

Awareness of international holiday advertising has also declined. In 2010, 77% of Australians remembered reading, seeing or hearing something about an overseas destination within an average four weeks; today, it’s 72%.

Commenting on the findings, Roy Morgan Research’s  international director of tourism, travel and leisure, Jane Ianniello, said Australians were paying less attention to tourism and travel advertising, including TV programs and articles. In contrast, online awareness among key traveller segments seems to be rising.

“This is not surprising given that newspaper and magazine readership has been falling, and 47% now agree that they don’t read the ads in newspapers and mags (up from 42% in September 2010). There has also been an increase in the percentage who say they nearly all TV advertising is annoying (65% up from 60%).

“Clearly tourism marketers need to find new ways of communicating with their target markets.”

Ianniello went on to say that Roy Morgan’s new profiling tool Helix Personas defined the media habits and media preferences of key tourism and travel prospects.

“For instance, Blue Chip and Successful Bureaucrats are the most likely segments to take a holiday, but are among the most likely to disregard ads in printed media and to be annoyed by TV advertising.”

These high-value travellers are more open than average to online advertising, she said.

“They want to actively search for and select their advertising by clicking on online ads and sponsored links, reading email newsletters and browsing travel websites.”

Written by : Peter Needham

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