Travel and getting out and about is synonymous with an Aussie summer and Aussies are not giving up travel despite the inflation crisis.
Boomtown remains the most popular place to travel over the Christmas/Summer period, with more than half (51%) of metro audiences travelling to regional Australia.
And of those that live in regional, more than two thirds (67%) will be travelling to another part of Boomtown.
Where are they headed? Over 4 in 5 (81%) of those heading to Boomtown are visiting the Regional Eastern seaboard and almost 2 in 3 (64%) will be visiting Regional Qld or NSW
With close to 4 million across both metro and regional set to head to Boomtown, joining the nearly 10 million who live there already, brands have a great opportunity to reach these travellers.
For tourism and travel brands, there are still 1 in 3 people who haven’t made up their mind as to whether they will travel away from home over the coming months, so now is a good time to influence their decision.
Where Boomtown travellers will be spending their money
Nearly three quarters (71%) will spend money on dining out and over half (51%) on alcohol, with close to half (47%) spending on accommodation. 43% will spend on experiences and 32% on retail at department stores and shopping centres.
This summer, 1 in 3 Boomtown residents are planning on home improvements and/or furnishings, a figure +18% higher than their Metro counterparts. This suggests that for Boomtown residents, the holiday period is not just about rest but also about improving their living spaces.
Boomtown residents are also focussed on being thankful for what they have this summer and Christmas period by spending time with family and friends.
This desire to connect is stronger for Boomtown than it is for their metro counterparts, with regional audiences 16% more likely to focus on being thankful for what they have; 24% more likely to spoil their family and friends with gifts; and 10% more likely to focus on seeing extend family in person.
Don’t miss the opportunity to talk to your audience where they are
The population in Boomtown swells over the summer period, presenting an opportunity for brands to take advantage of the large audience migrating to Boomtown.
Most travellers bound for Boomtown this summer will travel by car, putting audio in the perfect position to deliver your brand message to your audience while they are on the way to their destination.
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METHODOLOGY
Conducted by: SCAiQ
In-Field Dates: 5-15 September 2024
Total Sample Size: P18+ 872
Travelling to Boomtown over Summer/Christmas period: n=162
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