WHAT'S HOT AND WHAT'S NOT
February 2024
The national mood is improving, as Australians look to travel both domestically and internationally, and the rise in popularity of short-term trips are all fuelling opinions and conversations this month.
2-5 February, 2024
Inside this month’s Consumer Pulse dip
Mood of the Nation
The national mood
Has improved this month following two months of negative emotions being more prominent. This positive rise in emotions comes with increased feelings of being optimistic, as well as relaxed, calm and hopeful being the top three emotions this month.
This month has also seen significant drops in feelings of being stressed, overwhelmed and unsure.
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Dominant mood indicators
The top ten dominant moods are a mix of positive and negative emotions. With the higher net positive emotions, the top four emotions are positive, with feelings of relaxation, calm, hope and optimism topping the list this month. Feelings of being anxious, frustrated and stressed decreased, however these remained the fifth, sixth and seventh most prominent emotions this month.
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Purchase consideration
An international holiday
Is the top purchase consideration for the month (24%), followed by a domestic holiday (23%), clothing (21%) and gardening (17%). Domestic travel saw the largest increase since November 2023 among the purchasing categories. Overall, purchase consideration across all major categories is down four percentage points from last quarter, but this is similar to the levels of consideration seen in August 2023.
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Conversation starters
TRAVEL INTENTIONS
Australians are planning to travel in the next 12 months
73% of Nine’s audiences are planning to travel in the next 12 months; 89% are planning a domestic trip while 65% are planning an international trip.
Of those travelling domestically, 65% are planning two or more trips within the next 12 months.
BRAND CONSIDERATION
With consumers growing desire to travel, as they search for inspiration ensure you have a strong brand presence on relevant platforms.
TRUST IN WEBSITES
People trust online reviews and
for holiday information
Over half of Nine’s audience noted trust in travel websites for information when planning/booking a holiday.
Other trusted sources included family and friends (63%), word of mouth (52%) and online reviews (43%). More than one in three of Nine’s audience under the age of 45 also noted trusting social media as a source for holiday planning information.
BRAND CONSIDERATION
Maximising platforms with highly engaged travel readers will benefit your brand as a source of truth for travel experiences.
The popularity of short-term trips
of Nine’s audience said their next trip will be less than two weeks
Shorter trips were especially popular among the female audience, with 34% saying their next trip would be less than seven days (in comparison to 27% for the male audience).
Those who take shorter trips are also likely to travel more often. People who noted their next trip being under a week are planning on average 2.9 trips in the next 12 months, compared to 2.2 for those who plan their next trip to be more than a week.
BRAND CONSIDERATION
If your brand lives in the travel space, offering unique and engaging experiences tailored to short-term trips will help to entice travellers and reap rewards for your brand.
GET IN TOUCH
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