Expenditure on programmatic advertising campaigns targeting Australian travel audiences grew by 140 per cent year-over-year in 2017, according to new analysis by Eyeota, the global leader in audience data.
Eyeota’s new Eye On: Travel report details the latest consumer insights and trends for travel as well as overall audience data expenditure growth. The report shows that advertisers have evolved their data strategies in 2017, with 50 per cent of campaigns using niche audience segments to reach targeted customers.
Segmented into four different travel audiences, the report highlights top interests and lifestyles that factor into consumer purchase motivations: family, budget, business, and luxury.
“Audience buying trends are changing, especially as marketers continue to evolve their targeting strategies to influence consumers. Understanding consumer attributes, interests and purchase motivations give marketers insights to how best to engage with them at different stages of their journey,” said a company spokesperson.
Family travel planners prefer destinations where families can spend time exploring or unwinding together, preferring places like theme parks or nature parks. They are heavily influenced by seasonal events, such as summer or national holidays, and typically book their travels within three months of departure.
When researching getaways, they are 1.4 times more likely than the average traveller to look at ethical factors, such as Fair Trade, animal welfare, and environmental impact. They are 1.2 times more likely to be driven by price, while also considering the convenience of travel, according to the report.
Budget travellers are 77 per cent more likely than average to consider personal recommendations and online reviews important when planning holiday trips. With price as a big factor in deciding when and where they go, they plan vacations around deals or sales, and don’t mind travelling during off-peak seasons. They tend to lean towards more beach-oriented vacations or exotic destinations, and are 1.2 times more likely than average to seek adventurous experiences.
Business travellers are 98 per cent more likely than average to consider frequent flyer or loyalty programs important when choosing an airline. As frequent travellers, they prioritise convenience and experience, while also putting emphasis on value and quality when making a purchase. Business travellers tend to book their flights and accommodations within seven days of their departure.
Luxury travellers are 40 per cent more likely than average to be driven by ethical considerations, and prefer outdoor vacations on the beach, in nature or in the mountains. They are creatures of habit, preferring to stick to routines and visit the same destinations. They are very brand loyal and make an effort to purchase flights from airlines with which they have loyalty programs.