Create more value, domestic operators are advised
A new study released by TNS Global highlights the need for land operators to learn from the popularity of cruises to improve Australian product offerings.
The TNS Domesticate 2012 study has revealed a growing number of Australians are turning to cruises to fulfil their holiday needs as opposed to travelling domestically.
Cruises are seen to address barriers commonly associated with travelling within Australia, particularly for families who are searching for convenience, accessibility and natural beauty all in a relaxed and safe environment.
"We can see that Australian travellers are still cautious with spending, so it’s really important to them to see value in travelling domestically," said Carolyn Childs, strategic consultant, TNS Travel and Leisure.
"To address this, the industry needs to keep their focus on product development, ensuring they’re offering experiences that fulfill the needs of Aussie travellers and facilitate experiences that create a ‘no worries’ holiday," she continued.
The report highlights that although one of the key benefits of holidaying in Australia is the ease of travel, overseas destinations are increasingly being seen as an easy and stress-free option due to integrated experiences.
"If Australian operators are going to revive domestic travel, they need to ensure they’re building on the whole experience, offering additional value to customers, whether this is through a mixture of integrated facilities and packages, or features such as complimentary ground transfers," said Childs.
The study suggests local operators should learn from the popularity of cruises and replicate the success of their offering with land-based experiences.
This could entail providing fully equipped villas and apartments, ensuring a range of activities and providing packages which can be scaled up and down.
Operators are advised to learn from overseas offerings such as the Centre Parcs holiday villages in the United Kingdom, which offer a wide range of restaurants, cafes and shops as well as more than 200 indoor and outdoor activities across each village.
The report also reveals the rise of in-destination mobile as travellers increasingly turn to their mobile devices for research and bookings. This highlights the need for operators to ensure their sites are mobile ready or are offering mobile apps to capitalise on last minute business opportunities.
Ian Jarrett
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