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The clocks have gone back, temperatures are falling, and the cost of living is rising. As Australia prepares to enter another winter, prospects for the nation’s travel industry are surprisingly bright as many consumers continue to play catch-up after two years of confinement. Stuart McLennan explores affiliate marketing and travel.
Amid consumer concerns about soaring interest rates and surging inflation and living costs, Australians have demonstrated a keen interest in travel, perhaps a bigger appetite than ever. According to our recent consumer study, 75 percent of Australians plan to take flight this year even as living costs top their concerns.
In a competitive environment where value for money is top of mind, consumer data and insights are the key to attracting and retaining customers. Affiliate marketing’s exceptional access to data on consumer preferences and behaviour, strong targeting capabilities, and deep integration with enthusiast media make it one of marketing’s most effective and underrated channels for reaching travellers at the moment of decision.
A win for all involved
The internet is the obvious first port of call for consumers seeking travel inspiration. Google is often a first stop, with our survey revealing 58 percent of Australians start their travel plans with queries to the popular search engine.
But Google’s isn’t the only choice when it comes to researching travel. Our study found over a third of Australians look to travel booking sites and influencers to seek inspiration. In addition, social media advertisements have the best conversion rate. A third of Australians said they made a travel-related purchase after viewing an ad on a social media platform.
Influencers are also a strong inspiration for women, particularly for Millennials and Generation Z. Our research shows women are twice as likely than men to be inspired to travel by friends and family. When it comes to booking, young Aussie travellers below 35 are…
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