Travel Digital Digest
Marketing Intelligence Weekly
Weekly updates on the digital marketing news you need to know for the travel industry, including the latest news in travel, ai in the travel industry, data privacy, platform updates, travel marketing trends and more.
Travel by numbers
Travel experiences take centre stage in Afterpaid report
- According to Afterpay’s Australian Afterpaid 2024 report, Aussie’s are using Afterpay for travel experiences.
- The Gold Coast continues to be the epicentre of travel experiences,with Warner Bros. Movie World tickets attracting the most Afterpay customers.
- Hotels were another big buy for Aussie’s in 2024 with 192,000 hotel bookings purchased with Afterpay.
- Afterpay trends expert Amanda Shannahan-Moore said, “This year’s Afterpaid 2024 data not only highlights a nostalgic journey but also shows how Australians are prioritising experiences and comfort, reflecting a unique blend of past and present in their purchasing decisions. iconic throwbacks like press-on nails and Crocs made a major comeback, while Aussies also splurged on real-life moments, experiences tickets dominating Afterpay’s top purchases of the year.”
- Contact us if you'd like to view the report
Travel by numbers
Australian travellers favouring APAC destinations
- Australians are travelling overseas in record numbers, with Japan, Vietnam, and Indonesia emerging as top destinations. Key insights include:
- Japan's Popularity Soars: In the year leading up to October 2024, 567,330 Australians visited Japan, marking a 73.8% increase from the previous year.
- Vietnam's Growing Appeal: Vietnam attracted 423,630 Australian travellers, a 35.4% rise year-on-year, highlighting its increasing allure.
- Indonesia Remains a Favourite: With 1,644,010 Australian visitors, Indonesia (including Bali) saw a 26% increase, maintaining its status as a top choice for Aussies.
- Destinations like Japan and Vietnam are experiencing unprecedented growth, reflecting evolving preferences among Australian travellers.
- Read more
Travel by numbers
Hilton embraces growing APAC travel needs
- Hilton has reached a significant milestone by operating 1,000 hotels across the Asia Pacific region, surpassing its initial goal set for 2025.
- This achievement reflects a 25% compound annual growth rate over the past five years, driven by increasing demand from the region's expanding middle class.
- With a development pipeline of 915 hotels, Hilton plans to double its current portfolio in the coming years, focusing on mid-market to luxury offerings.
- In Greater China, Hilton operates 758 hotels across 10 brands in 249 locations, including over 400 Hampton by Hilton hotels ann Garden Inn properties.
- The company is also expanding in India and Southeast Asia, with recent openings such as DoubleTree by Hilton Bengaluru Whitefield, Hilton Gurugram Baani City Center, and DoubleTree by Hilton Vientiane in Laos.
- Read more
Travel by numbers
Global tourism to fully recover from the pandemic this year
- The global tourism industry is on track to fully recover from the COVID-19 pandemic by the end of 2024, with approximately 1.1 billion international tourists in the first three quarters, representing a 98% recovery compared to pre-pandemic figures.
- Most regions, including the Middle East, Europe, and Africa, have exceeded their 2019 arrival numbers between January and September 2024, while the Americas and Asia-Pacific are steadily approaching pre-pandemic levels.
- As of July 2024, the APAC region was down 18% on pre-covid levels of international tourist arrivals.
- Read more
Travel by numbers
Both tech and human interaction crucial for travel
- A recent study by Amadeus highlights that both technology and human interaction are crucial in enhancing the travel experience. Key findings include:
- Top Traveller Concerns: Delays and cancellations distress 68% of U.S. travellers, while 50% are concerned about overall travel costs.
- Technology as a Solution: A significant 89% of respondents find mobile apps helpful for trip planning, and 86% appreciate features like automatic rebooking and digital bag tracking.
- Human Interaction Preferences: Leisure travellers prefer human assistance during airport security a, with 44% and 43% favouring personal interaction in these areas, respectively.
- Generational Differences: Nearly half (49%) of Gen Z travellers find scheduling and route planning stressful, compared to 35% of travellers aged 65 and above.
- Contact us if you'd like to view the report
Travel by numbers
18 million Aussie’s visited a travel website or app in October
- According to Iris Ipsos data, 18 million Australia’s visited a travel website or app in October 2024.
- 51 minutes per person on average was spent on online travel content, with airline websites or apps up 6% YoY, automotive transportation up 11%, hotels and home sharing up 12%, cruise travel up 30%, and tourist information up 19% YoY.
- Contact us if you'd like to view these charts
AI in travel
Platforms in travel
Booking CEO predicts AI trip planners will be better than human travel agents
- Booking Holdings CEO Glenn Fogel predicts AI trip planners will soon outperform human travel agents in customising itineraries and offering proactive suggestions.
- Booking.com's AI-powered trip planner, launched in 2023, reduces reliance on customer service calls by quickly filtering and responding to user queries.
- The AI also adapts plans dynamically, e.g., adjusting itineraries based on weather conditions for optimal experiences.
- Booking Holdings integrates Salesforce's AI to streamline customer service, hinting at a future of seamless, human-like AI interactions in hospitality.
- Read more
Platforms in travel
Travel by numbers
Google predicts rise of luxury travel in 2025
- Google forecasts a significant rise in demand for luxury travel by 2025, with preferences for spas, Michelin-starred dining, and five-star accommodations.
- Holiday spending in Europe is projected to grow by 37% by 2027, with in-resort global spending also rising by 22%.
- Travellers are prioritising high-quality experiences over bargain hunting, blending value with luxury.
- Read more
Travel by numbers
Indian travellers are shaping global hotel trends
- According to SiteMinder’s Changing Traveller Report 2025, Indian travellers are shaping global hotel trends, prioritising seamless digital booking experiences, with 65% abandoning bookings due to issues like slow websites and poor security.
- They're shifting from standard rooms, favouring eco-friendly options (92%) and package deals (79%), with strong interest in onsite workspaces and experiential activities like yoga (44%).
- Social media (12%) and online forums (19%) are becoming primary hotel discovery tools, overtaking traditional word-of-mouth.
- Hotels face increasing pressure to adjust pricing dynamically, as Indian travellers overwhelmingly (84%) support event-driven pricing flexibility.
- Read more
Data privacy
Data privacy in travel
Platforms
Platforms in travel
Google going back to blue links for hotel searches in EU
- To comply with the EU's Digital Markets Act (DMA), Google is trialling a "blue link" format for hotel searches in Belgium, Estonia, and Germany, mimicking its earlier search styles.
- Google reports that DMA-driven changes have reduced direct clicks to airlines, hotels, and small businesses by approximately 30%, causing tension with travel aggregators.
- The changes will enable clearer formatting in search results, offering equal visibility for comparison sites, direct suppliers, and other competitors in various verticals, including travel and retail.
- Read more
Travel by numbers
75% of Aussies plan to travel this summer
- 75% of Australians plan to travel during the summer, with early January being the most popular time despite rising living costs.
- Most people are opting for 2–7 day getaways, while only 13% are planning longer breaks of over two weeks.
- Half of travellers aged 65+ aim to spend under $2,000, while others plan budgets ranging between $2,000 and $10,000.
- 62% are booking holidays less than a month in advance, with younger travellers showing the most spontaneity.
- Read more
AI in travel
Travel by numbers
Amadeus highlights key trends for 2025
- Amadeus highlights nostalgia, personalisation, iconic destinations, a booming Asian tourism market, and fostering real-life connections as pivotal for shaping future travel experiences its 2025 predictions.
- Emerging technologies like AI, 5G, and AR are driving personalised and immersive travel experiences, particularly for air passengers.
- There’s a growing trend of trips centred on unique accommodations and iconic properties, like "Trailblazer Hotels."
- The Asian market is poised for significant growth, re-establishing itself as a powerhouse in global tourism.
- Read more
AI in travel
UN Tourism launches global AI challenge
- UN Tourism launched a worldwide AI competition to foster innovative solutions in the tourism sector, focusing on sustainability, digital transformation, and operational efficiency.
- AI is projected to contribute up to $19.9 trillion to the global economy by 2030, underscoring its transformative potential in tourism.
- The challenge is backed by major partners, offering winners access to resources, mentorship, and international exposure at key events.
- Applications are invited from individuals, teams, and companies globally until March 2025, with winners receiving incubation support and networking opportunities.
- Read more
AI in digital
AI in travel
Marketing by numbers
Platforms
Platforms in travel
Travel by numbers
Google AI Overviews appear for 30% of travel-related queries
- Google's AI Overviews now appear in 30% of travel-related searches, marking a 700% increase from September to October.
- This surge is particularly notable for queries about seasonal travel, local events, and neighbourhood-specific activities.
- YouTube citations within AI Overviews have stabilised after a previous spike, indicating the platform's ongoing importance in travel content.
- Overall volatility of AI Overviews decreased by 42% compared to September, suggesting a more consistent user experience.
- Read more
Platforms in travel
Travel by numbers
Rise of retail media network ads success fuelling growth for TMNs
- According to a new report by LiveRamp and EMarketer, the success of RMNs is fuelling growth for travel media networks.
- Travel and entertainment make up 30% of non-endemic advertisers in the US.
- RMN ad spend in the US is forecast to exceed $54 billion in 2024 and will grow by more than double by 2028. The rapid trajectory of RMN ad spending has attracted the attention of nonretail verticals, including travel.
- “Travel Media Networks (TMNs) are betting that their ability to reach specific consumers will help them cut through the crowded commerce media network noise. Use cases include ride-hailing passengers who may be receptive to promotions with geographic relevance to their destination. Travelers planning higher-consideration trips who have specific interests during research, after booking, and during their trip are another target.”
- Please contact us if you'd like to view the report.
AI in travel
Travel by numbers
Travellers from EMEA plan to take more trips and use AI
- A survey of over 20,000 travellers from Europe, the Middle East, and Africa reveals that 42% plan to take more holidays in 2025 compared to 2024, averaging 5.5 trips per person.
- 'Heritage Holidays' (exploring family roots) and 'Bravecations' (trying new experiences) are gaining popularity, especially among 18 to 34-year-olds.
- 41% are using artificial intelligence tools for holiday planning, a significant increase from 26% previously.
- Read more
Travel by numbers
SiteMinder’s 2025 changing traveller report
- Rise of the 'Everything Traveller': The 2025 traveller blends traditional and modern experiences, values online community recommendations over personal ones, and seeks a balance between spontaneity and practicality.
- Surge in International Travel Plans: A notable 72% of travellers intend to journey abroad in 2025, with Japan, the US, and France topping their destination lists.
- Shift Towards Digital Booking: There's an increasing reliance on search engines and online travel agencies for accommodation bookings, with 36% starting their search with a search engine and 42% opting for OTAs.
- Preference for Standard Rooms with Value-Added Extras: While 46% plan to book standard rooms to economise, many are willing to pay extra for enhancements like breakfast, larger rooms, and scenic views.
- Growing Interest in Eco-Friendly and Event Travel: A significant 70% are open to paying more for sustainable stays, and 65% are more inclined to travel for events compared to the previous year.
- Read more
AI in travel
Data privacy in travel
Platforms in travel
Travel by numbers
Booking.com reports 900% rise in scams
- Booking.com has reported a staggering 900% increase in travel scams over the past 18 months, with fraudsters leveraging AI to create more convincing fake websites and offers.
- In 2023, Australians lost a total of $2.7 billion to scams, with 20% of victims falling prey to holiday-related frauds.
- Scammers are using AI to craft highly convincing phishing emails and messages, tricking individuals into revealing personal and financial information.
- The use of AI has led to a 189% increase in fake airline reviews, making it more challenging for consumers to discern genuine feedback from fraudulent ones.
- Read more
Platforms in travel
Cheaper airfares equals growth for Flight Centre
- Flight Centre has experienced a significant increase in sales, driven by a notable drop in international airfares.
- Lower ticket prices have led to a rise in bookings to destinations such as Bali, Greece, and Italy.
- This growth aligns with a broader industry pattern of declining airfares over the past four quarters, making international travel more accessible to Australians.
- Flight Centre anticipates record sales volumes, approaching pre-pandemic levels, though acknowledges that reduced ticket prices may impact overall revenue.
- Read more
AI in travel
Travel by numbers
Insights from WTM London 2024
- Global travel is bouncing back: Leisure travel has surged, now making up 60% of all international tourism, with regions like the Middle East surpassing 2019 levels by 13%, thanks to major events and better connectivity.
- Travellers are seeking quality experiences: Post-pandemic 'revenge travel' has led to a preference for experiences over material goods, with a growing demand for 'affordable luxury'—elevated yet accessible experiences.
- Price sensitivity is on the rise: Despite higher travel costs, people are prioritising meaningful trips, becoming more price-conscious and willing to cut back on other expenses to fund their travels.
- AI is transforming travel marketing: Artificial intelligence is enhancing personalisation and efficiency in marketing, enabling tailored experiences and more effective customer engagement.
- Business travel is evolving: There's a shift towards 'bleisure'—combining business and leisure travel—with companies adapting to this trend by offering more flexible travel options.
- Read more
AI in digital
AI in travel
Platforms
Platforms in travel
Travel
The Future of Search at Mumbrella Travel Marketing Summit
- Last week Paul and Freddy were joined on stage by Google and TikTok to discuss the Future of Search in Travel at Mumbrella Travel Marketing Summit.
- From TikTok’s influence on travel discovery to Google’s advances in AI-powered search, our experts offered insights into the shifts shaping travel planning.
- Rory Clayton, Industry Lead at TikTok said: “We're seeing a rapid acceleration of search across TikTok. In travel, consumers are using video-based search to experience their Trip before the Trip through creators, community and brand-led content. We're so excited to partner with the Travel industry to reimagine their search strategies in light of these behavioural shifts in travel inspiration, planning and action.”
- Read more here and download the whitepaper to get the insights.
Platforms in travel
Travel
Travel by numbers
Travel Marketing Summit Wrap-up
- Last week we attended the Mumbrella Travel Marketing Summit. We had a great time and learnt a lot from a great speaker line-up.
- Key insights:
- Clinton Hearne, Customer Loyalty & Media Leader at Flight Centre Travel Group, shared real results from Flight Centre’s investment in personalised marketing, including a 60% lift in conversions and a 27% boost in sales, proving the value of tailored customer connections.
- Danika Porter (Head of Brand and Marketing – Tourism, Federal Group), Chris Fundell (Head of Marketing Australasia, Globus family of brands, one of our favourite clients!), and Sarah Anderson (Founder and Managing Director, GTI Tourism), shared how with the right strategies, smaller players can thrive against larger competitors.
- Monika Tonkin (Director Domestic Marketing, Tourism NT) and Henry Taylor (Head of Digital, Edelman) shared the success story behind rebranding the NT’s low season. By integrating AI and teaming up with Abbie Chatfield, Tourism NT captured massive attention, resulting in a 24% increase in visitation and over 2 million video views.
- Natalie Placko, General Manager Global Brand at Intrepid Travel, deep dived into the power of brand-led marketing. Forced to pivot during the pandemic, Intrepid turned inward, doubling down on its values and purpose. The results? A 41% jump in online revenue and the highest direct sales day in the company’s history.
- Jayesh Kesry, Head of Marketing and Maria Parisi, Marketing Director at Contiki Oceania, talked about how brands can truly connect with Gen-Z. Contiki’s strategy is simple but powerful: stay relevant by engaging authentically and avoiding the clichés.
- Michelle Blancato, Creative & Content Director at Tourism and Events Queensland, had powerful insights on accessible tourism. Queensland’s Year of Accessible Tourism demonstrated that engaging directly with voices of lived experience not only fulfils an ethical responsibility but also opens doors to a significant market. With 23% of domestic trips made by travellers with accessibility needs, it’s clear that accessible tourism is a major opportunity for the industry.
- Peter Chapman, Chief Marketing Officer at Reflections Holidays, talked about breaking the mould in travel marketing. Peter challenged us to embrace the “pirate” mindset, daring to disrupt and rethink the conventional. With a fresh take on the 4 Ps and a bold, customer-focused vision, Reflections is redefining what Aussies expect from a camping experience.
- We’ll be sharing more insights from the Travel Marketing Summit with you soon. Stay tuned.
Travel by numbers
AMEX Global Business Travel Report
- The AMEX Global Business Travel report is out and Australasia business travel is on the rise.
- The top business destinations in Australia for AMEX GBT customers are Brisbane, Melbourne, Perth, and Sydney.
- Brisbane business travel is up 3.3%, Melbourne 3.2%, Perth 5.5%, and Sydney 4.3%.
- Auckland business travel is up 4%.
- Read more.
Platforms
Platforms in travel
Travel
We’ll be talking to Google & TikTok at the Mumbrella Travel Marketing Summit
- We’re sponsoring and hosting a breakfast at the Mumbrella Travel Marketing Summit this Thursday (7th November 2024).
- Our breakfast session will include a discussion panel hosted by Paul Hewett, and featuring Freddy Chanut (Chief Innovation Officer, In Marketing We Trust), Rory Clayton (Industry Lead - Financial Services, Travel & Government, TikTok), and David Rossi (Industry Manager - Travel, Google).
- We’ll be discussing the Future of Search in Travel and how changing consumer habits are reshaping the search journey in travel and what this means for brand visibility.
- Attendees will gain practical insights into how technology and platforms such as TikTok and Google are influencing traveller behaviour and streamlining the booking process.
- Seats are limited. Sign up here to attend or contact us to learn more.
Platforms in travel
Travel by numbers
Google and Deloitte predict 60% increase in international travellers by 2040
- New research from Google and Deloitte predicts a staggering 60% increase in international travellers by 2040.
- The study analysed billions of Google Search queries and over 90,000 external data points from the past five decades, concluding that the number of international trips worldwide will skyrocket by 2040, reaching nearly 2.4 billion.
- Google partnered with Deloitte and industry experts, including the CEO for Europe, the Middle East, and Africa (EMEA) of Barceló Hotel Group, on new research that shows what the travel industry will look like by 2040.
- Read more.
AI in travel
Travel by numbers
GenAI top priority for 61% of travel brands in APAC
- A new study by Amadeus has found that generative AI is a top priority for the coming year for travel brands, ahead of any other technology.
- The study surveyed over 300 senior travel technology leaders with experience of Generative AI from ten key markets in North America, Europe, and Asia Pacific.
- Generative AI was cited as a top priority for the coming year by 46%, ahead of any other technology. This figure was as high as 61% in APAC.
- Read more.
Travel by numbers
Ad spending on TMNs is set to exceed $2 billion in 2024
- Ad spending on Travel Media Networks is set to exceed $2 billion in 2024, with an annual growth rate of nearly 18% through 2026.
- Travel companies are harnessing their first-party data, similar to retail media networks, to deliver targeted, privacy-compliant ads across various touchpoints. From airlines using in-flight screens to ride-hailing apps offering geographically relevant promotions, the potential to reach travellers at pivotal moments is immense.
- Read more.
Travel by numbers
50%-80% tourism spend leaks from destination
- A shock report has revealed that 50% to 80% of tourism spend ‘leaks’ from destination.
- The report by The Travel Foundation reveals that globally around 50-80% of tourism spend is ‘leaked’ from the destination, providing little to no local benefits.
- The report was developed in collaboration with the Centre of Expertise in Leisure, Tourism and Hospitality (CELTH), the European Tourism Futures Institute, Breda University of Applied Sciences, HZ University of Applied Sciences, the Netherlands Board of Tourism and Conventions (NBTC), and Destination Think.
- Rodney Payne, CEO of Destination Think, a project partner and lead sponsor, said: “The world is in crisis, but this research shows that so many of the solutions we need are ready to be adopted. We have invested in this report to enable the Travel Foundation and their research partners to lay out a clear path for the travel industry to take bold action.”
- Read more.
AI in travel
Germany Tourism creates new AI influencer
- Meet Emma, the new AI Influencer created by Germany Tourism.
- “With the launch of Emma as an AI influencer, we are taking a further step in our digital strategy,” GNTB CEO Petra Hedorder said at the launch of its inaugural AI Influencer Project.
- “Artificial Intelligence applications are an invaluable asset, providing supplementary technological support for our brand communication. Along the customer journey, Emma can act as an innovative bridge builder between potential travellers and real, unforgettable experiences in Germany as early as the inspiration phase.”
- Emma will work alongside other already established influencer marketing campaigns.
- Read more.
Travel by numbers
Cost and convenience top influencers for business travellers
- A new study by BCD Travel has found cost and convenience are the number one factors influencing business travellers.
- They surveyed 1300 business travellers who flew in the past year.
- Arrival/departure time or flight duration influenced 71% of travellers when choosing a flight, and employer policy influenced 49%. Price was a significant consideration for 51% of respondents with 40% choosing the cheapest option, regardless of the cancellation or exchange policy.
- Read more.
