- Os maiores gastadores de anúncios do setor são revelados à medida que os orçamentos de marketing de viagens aumentam 60% em relação ao ano anterior
- Principais destinos locais e do sistema operacional
- Sites de viagem australianos mais populares
- Estados e territórios que mais gastam para atrair viajantes
Sydney – June 5, 2023 – Ahead of the upcoming King’s Birthday long weekend, Nielsen has released a comprehensive analysis of the shifting travel preferences of Australians, the sites they visit online to inspire and plan their getaways, and the industry heavy-hitters spending big to attract them.
Os dados mais recentes da Nielsen Consumer and Media View (CMV) revelam o crescente interesse dos australianos por viagens domésticas, reservas de viagens on-line e um maior desejo de viajar em geral.
De acordo com os dados, 76% dos australianos "demonstram um grande interesse em visitar novos lugares", com uma maioria significativa demonstrando preferência por "experiências centradas na natureza" (64%), "proximidade do litoral" (59%) e "exploração de locais isolados e fora dos circuitos habituais" (54%).
Nielsen CMV data also reveals a surge in travel interest among younger Aussies (25 to 39), with 30% planning some sort of travel – a statistic that makes this demographic 10% more likely to travel than the average Australian.
Em termos de tendências de reservas on-line, os pacotes de viagem nacionais (34%) e internacionais (29%) são predominantemente reservados por meio de plataformas on-line, refletindo um crescimento significativo nos últimos anos. As plataformas preferidas entre os australianos incluem Booking Holdings Network (37%), TripAdvisor (27%), Virgin Travel and Tourism (20%) e Expedia (15%) para pacotes de viagem, enquanto Booking.com (30%), Airbnb (17%) e Hotels.com (10%) lideram as reservas de acomodações.
Data from Nielsen Digital Content Ratings (DCR) also highlights the strength of Uber and Qantas in the sector, with 6.74 million and 5.88 million users respectively in March, and only slight decreases in April, with the added bonus of high average user engagement times. Booking Holdings Network also emerged as a significant player, becoming the third-largest platform in terms of users.
O tempo médio de interação do usuário na maioria das plataformas de viagem foi consistente de março a abril, embora o Uber e o Airbnb tenham registrado um aumento. Em média, os usuários do Uber passaram pouco mais de 22 minutos interagindo com a plataforma, enquanto os usuários do Airbnb passaram cerca de 17 minutos e meio na plataforma.
While 42% of Australians expressed their inclination towards domestic holidays, there’s a noticeable rise in interest for international travel. Over the next year, 35% of Australians aim to venture abroad, marking a noteworthy uptick of 11% compared to the data from two years ago.
Among those with international travel plans, popular destinations of choice comprise of Europe (39%), North America – specifically the USA or Canada (24%), the UK (23%), and New Zealand (18%).
Além disso, Nielsen Ad Intel data also shows that between April 2021 and March 2022 the travel and tourism industry spent $381 million on advertising in Australia. However, post-COVID, that increased by 60%. In the last year, the sector has poured more than $608 million into advertising, with Qantas, Stayz, Airbnb, Flight Centre, and Virgin Australia topping the list of the biggest tourism and travel advertisers over that time.
When it comes to the nation’s domestic tourism boards, the agencies with the deepest ad pockets over the last 12 months were Tourism & Events Queensland, followed by Visit Victoria, Destination NSW, Western Australian Tourism Commission, South Australian Tourism Commission, Tourism Tasmania, and Northern Territory Tourist Commission.
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Media Contact
Dan Chapman
Diretor adjunto de comunicações da Nielsen APAC
dan.chapman@nielsen.com
+61 404 088 462
