Last Thursday a great morning for me. I had the pleasure of attending the TNS Australia Press Launch for their 2010 Domesticate study.
I’ve been lucky enough to be involved in the Domesticate study for the past two years. This is one of the most interesting and challenging studies I have the pleasure of working on, as it looks at understanding why it is that Australian’s don’t travel in Australia – well at least, not as much as we would like them to!
Watching Jo Farquhar and Carolyn Childs present the findings this year was fantastic. The crowd was engaged, and it was great to seed many furiously taking notes as Jo highlighted the 7 key themes from the study.
The snapshot of the findings were as follows:
- Post-GFC Australia increasingly seeks a return to stability and simplicity, as well as a sense of nostalgia
- The heartland of an Australian holiday is reconnection, but there is more that one way to reconnect
- Lines between holidays, breaks and leisure time blur for consumers. Share of wallet can be targeted not just from international travel, but from other leisure activities as well
- Events have the opportunity to change how people feel about their home town or a destination
- Mobile technology has transformed the way people plan their travel and interact with the destination
- When it comes to indigenous travel, Australians are seeking authentic and positive cultural experiences.
Press coverage of the study can be found here:
Travel Today: http://bit.ly/e0TzWA
Congrats to the TNS team for another great year.