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Wotif tunes into travelling habits

August 8, 2014 OTA News No Comments Email Email

More than one in three Australians have been inspired to travel by a song, according to the latest survey by Australia’s favourite online travel destination,

Michael Betteridge, Wotif Group’s General Manager of Marketing said the survey of 11,747 revealed the emotional effect of music inspired almost 40% to travel and also triggered mostly fond holiday memories.

“Our insights show that music is a powerful inspiration for travel, with Leaving on a Jet Plane votedthe top travel-inspiring song, followed by New York, New York, On the Road Again and Empire State of Mind,” Mr Betteridgesaid.

“The results show that travel-inspiring songs are most likely to encourage people to take an adventure or outdoor holiday (22%), closely followed by a relaxing holiday.

“41% of those respondents said the song was about a particular destination, with the top location being New York, and a massive 82% of those said they had been or were planning to go there soon.

Mr Betteridge said the lyrics and emotion or mood of the music were the top features of the songs inspiring people to travel.

“Of the 77% who associated emotions with travel-inspiring music, it overwhelmingly made them feel bright, energetic and happy,” Mr Betteridge said.

“With so many respondents associating positive emotions with travel-inspiring music, it’s no surprise Pharrell’s Happy is the song currently at the top of their holiday playlist.

“Music can also be extremely nostalgic. It can connect us with our past and take us back to fond memories, with more than half of the respondents admitting a particular song reminds them of a holiday memory.

“Songs can also remind us of home when we’re travelling and when asked what song most reminded people of Australia, I Still Call Australia Home made it to number one on the list, followed by Land Down Under.”

Associate Professor of Psychology at Monash University and President of the Australian Music Psychology Society (AMPS), Nikki Rickard, said a high proportion of respondents had been inspired to travel by music.

“Music influences our thoughts and emotions, and it can motivate action, compelling us to move in time, dance or exercise. Wotif’s research also reveals it can be a trigger for us to explore the world,” Assoc. Prof. Rickard said.

“The results of the survey show that music is a powerful inspiration for travel, with more than a third of people claiming a song had inspired them to holiday.

“The overwhelmingly positive emotions and memories respondents said could be elicited by particular travel-related songs also suggests that music and travel are being used in a way that is likely to be beneficial for people’s well-being even, when they’re not actually travelling.”

With music being such a powerful inspiration for travel, Mr Betteridge said had developed its own anthem, as part of a wider campaign which officially launches on Monday 11 August, to help bring to life the wonderful world of Wotifia.

“We’ve created our own anthem as a fun way of inspiring people to travel and to show the possibilities in Wotifia.

“In essence Wotifia is a travel utopia bordered only by your own imagination. There’s nowhere quite like it, yet it’s everywhere you’ve ever wanted to go.”

Listen to the anthem and explore the wonderful world of Wotifia at Monday 11 August)

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