The Growth Distillery, in collaboration with Ogilvy and Kantar, has released a new research report titled ‘The Influence Codes: Travel’. This report is the latest instalment in the ongoing ‘The Influence Codes’ series, which focuses on the travel industry. The research suggests that travel marketing is evolving as Australians increasingly seek personalised experiences, presenting a significant opportunity for brands to enhance their influence by prioritising authenticity and affinity in their communications.
The report provides a playbook for marketers to navigate this new landscape, ensuring their messages resonate deeply and effectively with their audience. Key findings include that 64% of Australians say a holiday is about living their true authentic self, 39% find travel brands too generic, and 45% feel overwhelmed by the abundance of travel choices.
James Taylor, Head of Research at The Growth Distillery, shared his insights on the findings, stating, “For Aussie travellers affinity and authenticity are the superpowers of Influence. This research shows marketers can help Australians to get more out of life with their travel experiences by being less focused on helping people get away from life, and being more focused on helping people get more from life.”
The Growth Distillery is an independent research think-tank, powered by News Corp Australia. This new report, part of the ‘The Influence Codes’ series, underscores the evolving dynamics of the travel industry and the shifting preferences of Australian travellers. As the travel industry continues to recover and adapt in the post-pandemic world, this research provides valuable insights for brands and marketers looking to connect with their audience in a more meaningful and personalised way.
In an increasingly crowded market, the report suggests that brands need to move away from generic messaging and instead focus on delivering personalised and authentic experiences. This shift towards authenticity and affinity in marketing communications is not just a trend in the travel industry, but reflects a broader change in consumer behaviour and expectations.
The findings of this report highlight the importance of understanding and responding to these changing consumer dynamics. Brands that can successfully tap into these ‘superpowers of Influence’ – authenticity and affinity – stand to gain a competitive edge in the evolving travel market.
In conclusion, the ‘The Influence Codes: Travel’ report provides a roadmap for brands and marketers in the travel industry to navigate the changing landscape. By focusing on authenticity and affinity, brands can enhance their influence and connect more deeply with Australian travellers, helping them to get more from their travel experiences.