Sydney, April 5, 2023 – New survey insights released by Blis have found that one in ten Australians and 20% of Kiwis plan to travel during the Easter holiday period. With one in four travellers intending to spend $2,000 or more in their local currencies, ANZ travellers plan to spend more than A$1.7B on their Easter escape.
The Blis ANZ Consumer Pulse Survey shows an increased intent to travel later in the year, with 20% of Australians and nearly 30% of New Zealanders planning a trip in the months following the Easter break. That gives brands a huge opportunity to engage with a potential audience of over 5 million Aussies and more than 1.5M Kiwis while travel is top of mind.
The study goes further to explore travellers’ preferences when it comes to destinations. During Easter, 53.5% of Australians plan to travel within their state and over half of Kiwi travellers (50.3%) plan to travel domestically. While international travel has not yet returned to pre-Covid levels, Australian travellers are two times more likely to plan a trip abroad post-Easter compared to the Easter holiday period.
In New Zealand, the numbers are even higher, with 54.7% of travellers planning an international trip post Easter, compared to just 17.8% during Easter. Blis footfall data shows an increase in visitation at airports, hotels and petrol stations as early as March and throughout April, indicating that people are travelling again, with numbers set to increase.
Two thirds of those surveyed said they would travel for a week or more, adding the school holiday break to their travel plans.
The research also showed that travel was still high on the agenda, despite the pinch of inflation, with value being key to holiday planning. Whether they’re planning a short trip away or an extended holiday break, one in two are looking for value above anything else – opting for prepaid deals, camping trips or all-inclusive package getaways. In comparison, just one in five are investing in luxury escapes, and a third choose experiential holidays, such as cruises, beach escapes and sporting trips.
“It’s great to see Aussies and Kiwis truly embracing life after lockdown a year on and exploring their desires to get away on a holiday break. Blis research shows their positive sentiment coupled with ever increasing visitation and sets the scene for Easter travel and consumers’ intent to travel later this year” said Emma-Jayne Owens, Blis APAC Managing Director. “The study showed people are not only planning to travel over Easter, they are also inclined to make bigger plans, such as travelling abroad, later in the year. This is a brilliant opportunity for brands to tap into this mindset early and get ahead travellers’ plans.”
About Blis
Blis is the audience-first platform that doesn’t rely on personal data. We’re an integrated planning and buying platform that delivers scaled, relevant and high-performing audiences, helping the world’s largest brands and media agencies achieve their goals.
Over the past several years, Blis has built its reputation on delivering award-winning location-powered advertising solutions. In today’s consumer-centric landscape, Blis is transforming the role of location data by combining it with a broad range of rich and powerful datasets to give our clients the deepest audience understanding available. Our unique approach to integrated planning and buying provides personalized targeting and performance without reliance on personal data. We serve relevant ads to the highest-value addressable audiences across any channel and deliver our clients’ campaign outcomes every time, from brand awareness and engagement through to store/site visits and sales.
Established in the UK in 2004, Blis now operates in more than 40 offices across five continents. Working with the world’s largest and most customer-driven companies across all verticals including Unilever, Samsung, McDonald’s, HSBC, Mercedes Benz and Peugeot, as well as every major media agency.
Contact
Beatriz Vieira, Global Head of content and PR
beatriz.vieira@blis.com
