Every Christmas we drive to Melbourne with the kids to visit Mum and Dad so I get to reconnect with regional Australia. This is often with somewhat mixed feelings. I have worked with regional tourism for many years now in a marketing and market research capacity so I guess I travel not only as a 'traveller' but also with an eye on the game. Essentially what I notice, is there is so much opportunity for tourism businesses to shine and untapped opportunity. Here are a few of the highs and lows of my family road trip. Regional produce … [Read more...]
Seniors Travel – From Blue Rinse To Blue Skies
Our seniors travel research has been gaining an enormous amount of interest and publicity since we published it. The interest comes mostly from the mainstream press (it is a great story). We have been on TV, in all the national newspapers, and in marketing magazines, and positioned as being at the forefront of senior travel in Australia research. We have also had marketers from other industries look at the research. Oh yes, I think we had 1 article from a travel publication. I guess what is prompting me to write this article, is that we are … [Read more...]
Respect Your Customer – Lessons For Tourism From The Retail Industry
The dawn of the digital age in marketing is supposed to herald a new dawn in engaging with our customers. I truly believe this to be the case. But I have had two examples that remind me that, in both digital and offline marketing, sometimes you do need to go back to basics which includes giving respect to your customer. This is especially the case in the age of the ‘considered’ consumer who looks hard at how they spend their money. … [Read more...]
The Tourism & Travel Marketing Revolution: ZMOT
Welcome to our exploration of the digital era's impact on the travel and tourism industry through the lens of Zero Moment of Truth (ZMOT). As travelers increasingly turn to online resources to shape their journey, understanding and harnessing ZMOT becomes essential for marketers navigating this dynamic landscape. Last week, the Australian Bureau of Statistics (ABS) released some extraordinary figures: - In 2010-11, 79% of persons aged 15 years and over had accessed the internet in the previous 12 months - 68% of internet users had used the … [Read more...]
Regional Tourism Branding Case Study
“With the COVID-19 virus, we have been talking about how important it is to make sure your branding is aligned. So we went back to this blog piece we wrote a few years ago. Not sure if your region needs a brand, here is the evidence” One of the most common discussions I hear in tourism (at the small business end) is around the role of branding. There often seems to be an assumption that virtue will be rewarded – if you are good enough you don’t need to boast about it. It vaguely reminds me of Juliet’s lament in Shakespeare’s play when she … [Read more...]
Are Exchange Rates The Real Villain in the Australian Tourism Industry?
Australia has gone from being a net exporter of tourism to a net importer. This has had a huge impact on Australia’s economy. A report in 2010 by Goldman Sachs concluded that one of the key reasons that Australia’s retail sector was in such dire straits was this change. Growth in visitor numbers slowed down and expenditure stabilised or fell back. When you listen to the tourism industry, the villain of the piece seems to be the Australian dollar. Until this week’s financial roller coaster, the Aussie was riding at historic highs against … [Read more...]
Domestic Tourism Industry – Please Act Now
The number of Australians who are intending to travel overseas for a holiday over the next 12 months is at its highest point for the last 5 years according to Roy Morgan Research. This is an increase of 10% for the same time last year (July 2010). Hot spots include USA mainland, Hawaii, Canada, China, and Bali. Australians' intention to travel domestically on their next holiday is down by 4% (58% to 54%) compared to July 2010. … [Read more...]
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