Saturday, 6 June 2020

Huge opportunities for canny Australian tourism operators

More than two million would-be visitors to overseas are ready to be wooed by domestic tourism operators in Australia. 



With Australians unable to holiday overseas for the foreseeable future there is a huge opportunity for local travel and tourism operators to win ‘bonus’ business from nearly 2.2 million people. 

That’s how many were, as recently as March, planning to head off on an international jaunt in the next 12 months.

The data comes from the latest Roy Morgan Leading Indicator Report: Holiday Travel Intention, which also captures the difference in length of domestic and overseas holidays planned pre-pandemic, revealing millions of nights which were to be spent elsewhere and are now potentially convertible into travel within Australia.

“For obvious reasons, overseas holidays from Australia tend to be significantly longer than trips within the country," said Roy Morgan CEO Michelle Levine. 

"Our findings show that as of March, almost 2.2 million Australians (10.5% of the adult population) were intending to holiday overseas in the following 12 months. 

"That’s a lot of people but it pales next to the 10.5 million (just over 50% of the population) who were planning a domestic holiday. 

On average, however, domestic holidaymakers intend to spend less than four nights away, whereas those planning overseas trips were intending to be away for almost 20 nights — more than five times as long.

“Covid-19 hasn’t only closed our borders to non-essential travel, it has also brought widespread economic hardship and many people have been forced to change their holiday plans as a result. 

"But there is still a major opportunity here for Australian travel and tourism operators, who have been hit particularly hard by pandemic-related restrictions.

"Looking at the number of Australians who intended to travel overseas and at their planned holiday duration, we can see that in total 43 million nights were to have been spent overseas before Covid-19 changed everything. 

"If even half of those nights are converted into local travel, it will be a huge boon to the domestic industry. Canny operators will present these thwarted travellers with options for trips that are longer than the usual close-to-home weekend getaways in order to more closely match the plans they have had to abandon.”

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