- 旅游营销预算按季度增长 8%，行业最大广告支出方揭晓
- 本地和海外热门旅游目的地揭晓
- 最受欢迎的澳大利亚旅游网站
- 飞行常客大战的赢家和输家
Sydney – April 30 , 2024 – As many Australians return from a much-needed retreat over the recent school holiday break, millions are already planning their next getaway, embracing travel rewards schemes, while being wooed by travel brands spending millions to get their business.
Nielsen Consumer & Media View (CMV) data shows that 76% of Aussies plan on travelling domestically in the next 12 months, while more than half (52%) have their eye on an overseas destination.
热门国内目的地
年轻的澳大利亚人（25 岁至 39 岁）最有可能被国内旅游的热潮所吸引，78% 的人计划在未来 12 个月内在当地度假。悉尼以微弱优势击败墨尔本成为首选旅游地，其次是黄金海岸、新南威尔士州地区，然后是布里斯班。
热门海外目的地
更年轻的 18-24 岁年龄组最有可能出国旅行，58% 的人计划在未来一年出国旅行。在理想的操作系统目的地中，英国位居榜首，其次是新西兰、日本、美国和印度尼西亚。
虽然大多数澳大利亚人都希望在离家不远的地方享受海滩之旅，但他们更喜欢在出国之后进行一次观光旅行，然后休息放松一下。
顶级旅游网站
尼尔森数字内容评级公司（DCR）的数据显示，今年第一季度，澳洲航空公司（Qantas）在旅游网站中排名第一，Trip Advisor紧随其后，分别拥有582万和502万用户。Booking Holdings Network 以 250 万用户数量位居第三。
Average user engagement time on most travel platforms was also consistent from Q4 2023 to Q1 2024, although Royal Caribbean Cruises and Anytrip.com.au led the pack. On average, Royal Caribbean users spent roughly 29 minutes interacting with the platform, while Anytrip users spent almost 27 minutes on the platform.
顶级飞行常客计划
加入飞行常客计划的澳大利亚人数量也有所增加，57% 的澳大利亚消费者现在加入了某种旅行奖励计划。澳航仍是市场领导者，占据 45% 的市场份额，维珍航空（31%）紧随其后，其余 24% 的市场份额由其他小型航空公司占据。
顶级旅游广告商
此外 尼尔森Ad Intel data also shows that the travel and tourism industry spent more than $153 million on advertising in Australia in Q1, 2024 – an increase of 8% from the previous quarter, with TripADeal the biggest spender, followed by Virgin Australia, then the Flight Centre-owned Ignite Travel.
Nielsen Ad Intel’s Australia Commercial Lead, Rose Lopreiato, said: “Australians’ love of travel continues to defy cost of living pressures, as shown by an 8% jump in travel ad spend this quarter. You can’t get a stronger indicator than that when it comes to how marketers and advertisers are spending in order to maximise ROI, forge lasting connections with brands and consumers, and do so in the most economical way possible. From competitive ad spend analysis, to knowing what your competitors are saying in market and the deals and offers you’re up against, Ad Intel helps you understand which ads are driving your competitors spend and where”.
尼尔森高级分析部太平洋地区主管格伦-海峡（Glenn Channel）补充说："品牌比以往任何时候都更需要能让他们在竞争中获得优势的数据。这意味着要超越标准的人口统计信息，将消费者（此处指旅行者）视为一个独特的群体来理解，他们的动机不仅仅是想离开。尼尔森CMV使品牌能够通过先进的受众视角观察消费者，提供更全面的行为和偏好信息，以及其他消费者洞察提供商无法比拟的惊人联系和购买诱因。
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.
了解更多信息，请访问 www.nielsen.com 并在社交媒体（Twitter、LinkedIn、Facebook 和 Instagram）上与我们联系。
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
