澳大利亚和新西兰旅行报告（英文版）_22页_22mb

Australia and New Zealand Travel Report Summary

Core Content

This report provides an analysis of inbound and regional travel trends to Australia and New Zealand, leveraging Google search data and Sojern's travel intent and booking data from 350 million anonymised traveller profiles. It highlights key insights into consumer behavior, planning patterns, and the role of digital platforms in the travel decision-making process.

Main Points

1. Emerging Consumer Trends

• Domestic and Regional Travel: Strong demand exists for domestic and regional travel within Australia and New Zealand, with New Zealand's top air travel search destination being Australia, and vice versa.
• Growth in Search Interest: The fastest-growing air routes are between Sydney and Melbourne, Sydney and Brisbane, and Adelaide and Perth.
• Branded vs. Generic Queries: Generic travel queries are growing faster than branded ones, indicating a shift in consumer loyalty. Air and car rental branded queries are growing the most, suggesting an increase in regional travel and road trips.
• Hotel and Holiday Rental Queries: These have seen slower growth, possibly due to consumers exploring more generic options or using home-sharing platforms.

2. Planning Trends

• Peak Search and Booking Times: Travel intent peaks in January, March, and August, with bookings peaking in March and increasing around September.
• Lead Times: About 25% of searches and bookings are made 60 days or more in advance, while 30% of bookings are made last minute.
• Seasonality: APAC travellers peak in the early part of the year for bookings, while searches are more consistent year-round.
• Last-Minute Planning: Travellers from the Philippines and Japan are more likely to search for last-minute trips.

3. Device Trends

• Mobile-First Research: Over half of all travel queries to Australia and New Zealand come from mobile devices, up 12% year on year.
• Search and Booking Patterns:
  • Searches: Peak on Mondays and Tuesdays, with mobile searches increasing to 44% on weekends.
  • Bookings: Peak on Mondays, Tuesdays, and Wednesdays, with mobile bookings ranging from 27% to 31% throughout the week.
• Cross-Device Behavior: Consumers often move from mobile to desktop as they near the booking stage, especially from non-APAC origins, where the drop is more significant.

4. Inbound Travel Trends

• Top Origin Markets: The United Kingdom, United States, and Singapore are the leading sources of travel interest to Australia and New Zealand.
• Fastest Growing Origins: APAC origins such as Guam, Timor-Leste, and New Caledonia, as well as non-APAC origins like Qatar, Croatia, and Norway, show significant growth in interest.
• Alternative Destinations:
  • APAC travellers most often search for China, Singapore, Thailand, India, and Japan alongside Australia and New Zealand.
  • Non-APAC travellers are more likely to consider the United States, Hong Kong, and the United Kingdom as alternative destinations.
• Most Booked Destinations:
  • International travellers most frequently book Sydney and Melbourne.
  • APAC travellers also book Perth, while non-APAC travellers tend to book Auckland alongside Sydney.

5. Travel Type Growth

• APAC: Air and Destination Activities show the highest growth in intent.
• Non-APAC: Holiday Rentals and Cruise are experiencing the fastest growth in branded search queries.
• Less Popular: Branded Hotel queries are less popular, though accommodation queries remain the most common and continue to grow.

Key Takeaways for Travel Marketers

• Understand Consumer Behavior: Consumers research different aspects of their trip separately, with a clear order of booking: flights, then accommodation, followed by add-ons like car rentals.
• Leverage Real-Time Data: Use real-time data to identify the best time to engage with travellers and tailor content to their journey.
• Optimize for Mobile: Mobile is a critical tool for research, so ensure your website is mobile-friendly and loads quickly.
• Invest in Dynamic Creatives: Use dynamic creative optimization to serve personalized ads based on real-time search and booking behavior.
• Engage with Video Content: Video is highly effective for raising brand awareness and capturing the attention of indecisive travellers.
• Implement Multi-Platform Strategies: To intercept cross-device users, ensure presence across all platforms and devices, including YouTube and native ads.
• Focus on In-Market Conversion: Use real-time data throughout the entire travel funnel to convert consumers at the best time and place.

Conclusion

Australia and New Zealand are increasingly attractive to both regional and international travellers. With the rise of mobile research, varied lead times, and shifting consumer intent from branded to generic, travel marketers must adapt their strategies to meet these evolving trends. A data-driven, multi-channel approach is essential to effectively engage and convert inbound travellers.