- 旅游营销预算同比增长 60%，行业最大广告支出方揭晓
- 当地和操作系统的热门目的地
- 最受欢迎的澳大利亚旅游网站
- 为吸引游客花费最多的州和地区
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.
尼尔森消费者与媒体视角（CMV）的最新数据显示，澳大利亚人对国内旅游、在线旅游预订的兴趣与日俱增，对旅游的渴望普遍提高。
数据显示，76% 的澳大利亚人 "对游览新地方表现出浓厚的兴趣"，其中绝大多数人偏好 "以自然为中心的体验"（64%）、"临近海岸"（59%）和 "探索僻静、偏僻的地点"（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.
就在线预订趋势而言，国内（34%）和海外（29%）旅游套餐主要通过在线平台预订，反映出近年来的显著增长。澳大利亚人首选的旅游套餐预订平台包括 Booking Holdings Network（37%）、TripAdvisor（27%）、Virgin Travel and Tourism（20%）和 Expedia（15%），而在住宿预订方面，Booking.com（30%）、Airbnb（17%）和 Hotels.com（10%）遥遥领先。
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.
从 3 月到 4 月，大多数旅游平台的平均用户参与时间保持一致，但 Uber 和 Airbnb 的用户参与时间有所增加。Uber 用户在平台上的平均互动时间略高于 22 分钟，而 Airbnb 用户在平台上的平均互动时间约为 17.5 分钟。
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%).
此外 尼尔森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.
关于尼尔森
Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviours across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences – now and into the future. Nielsen operates around the world in more than 55 countries.
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媒体联系方式
丹-查普曼
尼尔森亚太区传播副总监
dan.chapman@nielsen.com
+61 404 088 462
