WHAT'S HOT AND WHAT'S NOT
October 2024
The national mood is on the decline; Australians are valuing health and enjoyment; destination and duration are key when booking a cruise; expedition activities and food/dining options on cruises lead enjoyment are all fueling opinions and conversations this month.
4-7 October, 2024
Inside this month’s Consumer Pulse dip
Mood of the Nation
The national mood
The national mood has declined further, returning to the same levels experienced in March 2024, with a higher net negative mood. Australians are feeling more overwhelmed and pessimistic in the current times. Overall, net negative emotions are ahead of positive emotions.
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Dominant mood indicators
The top 10 dominant moods are a mix of positive and negative emotions. The top 3 feelings are positive, with calm, relaxed and hopeful topping the list this month. Feelings of being anxious, frustrated and stressed are the 4th, 5th and 6th most dominant moods.
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Australian Values
Health and security become top priority
Nine audiences value their health primarily. The top three values continue to be led by health, enjoying life, and family security when compared to six months ago. Wishes for national security, true friendship and a spiritual life saw increases compared to 6 months ago, while drops were seen in Nine’s audience looking for self discipline and self respect.
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Conversation Starters
Cruising priorities
Note destination as important when booking a cruise.
Destination and duration are of top importance when cruising
Among Nine’s audience, nearly 4 in 5 note the destination as important when booking a cruise, while 3 in 5 nominated the duration of the cruise. Duration rises particularly in prominence of importance among the 35-44 year old audience.
The activities available and being family friendly also rise in importance among the 35-44 age group while the over 65s audience place added importance on the size of the cruise ship.
BRAND CONSIDERATION
Targeted offers based on the specific values of each age group can create a more personalised experience. For example; family vacation packages and multi-generational experiences for the 35-44 year olds and luxury, relaxation, and larger ship experiences for the over 65s.
Favourite onboard activities
Enjoy sightseeing activities and food/dining options when being on a cruise ship.
Cruising people enjoy a vast array of activities onboard
Among Nine’s audience, the majority enjoy sightseeing activities and food/dining options when being on a cruise ship - with these rate as being the most enjoyed aspects for items across all age groups and genders.
Among other activities the female audience particularly enjoys watching live shows and spa/wellness offerings compared to males while the audience under-45 show higher enjoyment in the pools/poolside areas.
BRAND CONSIDERATION
Brands should consider offering packages or itineraries that allow guests to customize their experience based on their preferences. Such as wellness-focused cruises, adventure and sightseeing tours, or food and dining-themed voyages, to ensure broad appeal across these enjoyment categories.
Repeat customers
Intent to do another cruise in the future.
Nine’s audience with previous cruising experience intent to return
Among Nine’s audience that have been on a cruise in the past, 7 in 10 intend to do another cruise in the future with the majority of this group planning an international cruise.
Intent to cruise again is highest among those between the ages of 35-54.
BRAND CONSIDERATION
With intent to return high for cruise people, brands should focus on nurturing customer loyalty. Offer exclusive repeat-customer benefits, such as early booking discounts, loyalty rewards, or exclusive onboard experiences for returning guests. Highlight these benefits in targeted communications to encourage repeat bookings.
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