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The six types of Australian traveller Australians love travelling – in our own style

June 9, 2017 Statistics & Trends No Comments Email Email

Australians are travelling more than ever with more than a third (9 million) having travelled domestically in the past six months or internationally in the past year.

According to data from Nielsen’s Consumer & Media View and the 2017 Australian Connected Consumers Report, Australian travellers can be classified into six distinct groups:

1.     Conventional travellers – local tourists visiting their favourite domestic destinations or visiting family and friends. This group is most likely to book travel and accommodation online and the majority (60%) are interested in cheap airlines. They represent 20% of the Australian travelling population.

2.     Globetrotting grey nomads – affluent, older overseas travellers who like to experience the unknown and are keen to embrace other cultures, 16% of the travelling population.

3.     Domestic grey nomads – a smaller group (5%), they are older travellers who enjoy getting away on weekends or for short breaks and prefer camping, bushwalking and relaxing on the beach. Social media savvy, they often hear about a new product or service online.

4.     Escape from reality – family oriented travellers who are looking for local weekend escapes. Representing 21% of the travelling population, the majority (71%) have travelled domestically in the past six months. They are heavier users of Instagram and Twitter and trust social media as an information source.

5.     Hungry for culture – this group (17%) prefer to plan a long overseas holiday and will visit historical sites and museums. They are passionate about food particularly from other cultures and prefer traditional newspapers.

6.     Travelling in style – extroverted, image-conscious and spontaneous domestic travellers.  This group (21%) use social media to interact with others and obtain information about new products and 70% take care of their appearance at all times.

John Price, Director Marketing Effectiveness at Nielsen said: “Travel marketers should be considering the uniqueness of the six groups when building their marketing strategies so that they invest effectively.”

“There is no one size fits all approach in marketing to Aussie travellers,” Price added.

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