Australia Market Overview
Australia Inbound Tourism Snapshot
Bookings to the USA are complex and fragmented. Wholesale channels account for components of approximately 75% of USA vacations. Australia remains one of the rare markets in the world where a consumer will research online and offline and then walk into a physical store to make their booking with an agent. The role of the travel agent has increased in importance since COVID-19 due to unpredictability and the ever-changing requirements for travel. Working with, educating, and incentivizing agents is a vital part of the best practice approach in this market.
To capitalize on the high level of repeat visitation to the U.S., Travel South USA destinations must be kept top of mind in the Australian market through continued investment and campaign activity.
In-Market Representatives
Level 1, 97 Rose Street
Chippendale NSW 2008 Australia
Penny Brand, Senior Account Manager - [email protected]
Tori Goddard, Senior PR Account Manager – [email protected]
Research
Australia / New Zealand Landscape Report
Public Relations
GPP Australia Coverage - FY 21/22
Marketing & Sales Activities
Travel South USA has a year-round investment in travel trade strategies and earned, owned, and paid media to amplify our marketing efforts. In addition, we commission monthly trend and activity reports that are provided to state tourism offices participating in the Global Partner Program via Boarpaq.
Travel trade strategies include high-touch, in-depth activities highlighting the diversity and accessibility of travel to and within the Southern region. The 2022 sales mission is scheduled for June 17-24, with events planned for Sydney, Melbourne, Brisbane, and Auckland (pending New Zealand opening for quarantine travel).
Trade shows, workshops/regional training roadshows, cooperative event marketing, and recruitment of top-notch tour operators to the Travel South USA International Showcase 2022 will remain a priority. A trade co-op to amplify the inspirational content of Vacaay is scheduled for February 2022 to optimize booking conversion to the South in Australia’s most significant booking period to the USA.
Earned, owned, and paid media strategies and tactics include hosting visiting journalists, story creation/media pitching, and influencer content campaigns to support Vacaay activity. In FY22, it is important that we educate media - and therefore consumers - about recovery and how the return of travel to the South looks. We will continue to provide multi-state destination inspiration that encourages bookings.
Travel South Annual Summer Mission - Australia / New Zealand
Research
