Tag Archives: travel

Consumers Seek Inspiration & Credible Reviews When Purchasing A Holiday

Almost half of all holiday bookings are directly influenced by news media, a new report released by NewsMediaWorks has revealed.

Some 60% of holidaymakers recall seeing or hearing a specific travel ad in the early stages of buying their holiday, according to the Path to Purchase: Travel Report.  Yet, only 38% of holidaymakers have a specific destination in mind when they begin planning a holiday, which means that 3 in 5 consumers are open to persuasion.


To understand how to engage holidaymakers on their path to purchase, NewsMediaWorks collaborated with Research Now to develop one of Australia’s largest path to purchase projects. NewsMediaWorks is a not for profit industry body established to advocate the cultural influence and commercial value of print and digital news media in Australia. It was founded in 2006 by Fairfax Media, News Corp Australia, APN News & Media and Seven West Media (West Australian Newspapers).

Unlike similar studies, which retrospectively look at consumer behaviour, this study gathered information from buyers in real time at four distinct stages of their purchase journey: 1. recognising that they need a holiday; 2. researching options; 3. forming a shortlist and 4. booking a holiday.

Price is the most important factor in the ‘researching options’ phase of the path to purchase journey at 59%, followed by inspiration (55%), inclusions (47%), where to book and recommendations  (31% each) and reviews (26%). Holidaymakers turn to news media as a ‘one-stop shop’ for these six key pieces of information they require when booking a holiday. These information needs remain throughout the path to purchase, but their weighting changes at each stage. When booking a holiday, for example, reviews and recommendations become increasingly important.

Throughout the holidaymakers’ path to purchase – which on average spans 22 weeks – news media consistently outperforms other paid media, when it comes to looking for information and reading reviews and recommendations of destinations.

“At the critical booking phase, people want reassurance that they are buying the right holiday. This is where news media is particularly strong – its travel content, independent advice, reviews and recommendations and quality journalism are more sought after by holidaymakers than any other paid channel. News media delivers at every stage of the path to purchase and enables travel destinations and airlines to connect with buyers when they are actively seeking information and making purchase decisions.” NewsMediaWorks CEO Mark Hollands said.

Segway Sensation Comes To Seppeltsfield

Seppeltsfield has partnered with local South Australian business, Segway Sensation SA, to bring Segway tours to the estate from 1st November this year. The partnership will initially see Segway tours offered three times daily on weekends and public holidays, where guests are guided on a one hour trail throughout the Seppeltsfield estate grounds and vineyards.

Segway Vineyard Tours

Segway tours in the Vineyard (image supplied)

The winery will be the first in South Australia to offer Segway tours to the public. The battery-operated, two-wheeled, personal transportation vehicles have become popular in recent years with tourism sites and city commuters, whereby users can command movement by simply shifting their weight forward or backward on a platform. The US built Segways rely on dynamic stabilisation, whereby advanced sensing enables a safe a smooth ride for even first time users. The partnership comes as a complement to the redevelopment of Seppeltsfield’s Cellar Door, incoming FINO restaurant and the current JamFactory Art & Design Studios, all of which have been added to the property to build a critical mass of tourism interests.

Segway Sensation SA owners, Cindy Chynoweth and Shane Camilleri, said bringing Segways to Seppeltsfield was a fantastic opportunity. “Having discussed the concept with several tourism bodies, we were enthused at the prospect of being based at Seppeltsfield”, said Cindy. “The estate is breathtakingly beautiful – from gorgeous gardens, palm lined roads, heritage buildings and ancient vineyard, it seems perfect for discovery by Segway”, she added.

Seppeltsfield and Segway Sensation SA will be launching their tours on Saturday 1st November. Public are able to select from a 1 hour Segway tour at $99 or a package which includes lunch at the estate’s picnic grounds for $127.

Tasmania – ‘wild and dramatic, cultured and quirky, isolated yet accessible.’

When the world’s most trusted travel publisher as internationally announced that Tassie is ‘ripe for the picking’.  Lonely Planet named Tasmania one of the world’s top regions to visit in 2015 – the only destination in Australia or New Zealand to make the list.

Naming Tasmania as number four in the “Top 10 Regions in the World to Visit in 2015″ in their Best in Travel 2015 publication, Lonely Planet says ‘the Tassie food scene is a gourmet’s paradise, best exemplified by the diversity of produce found in the wilds of Bruny Island. Whether it’s getting a frisky fill of oysters at Get Shucked Oyster Farm, downing a few glasses of pinot noir at Australia’s most southern winery, or gorging on freshly picked berries from the local berry farm, there’s no better place to taste Tassie on a plate.

Bruny Island Oysters (Image supplied by Tourism Tasmania)

Bruny Island Oysters (Image supplied by Tourism Tasmania)

“There’s a spotlight shining on Tassie at the moment, and it’s only going to get brighter following this latest announcement by Lonely Planet” said John Fitzgerald, CEO of Tourism Tasmania. “Tassie has always had so much to offer visitors who journey to Australia’s island state, and the latest accolade from Lonely Planet cements our place globally as a destination of world-class natural, cultural, heritage and gourmet experiences, all within easy reach of each other.”

Tasmania is rapidly losing its long held status as one of Australia’s ‘hidden gems’. Visitors are lured by an island which epitomises some of the key strengths of Australia’s international appeal – raw, unspoilt natural beauty and incredible fresh food, wine and culinary experiences.

Tourism Australia’s latest global food and wine campaign – Restaurant Australia – culminates in Tasmania next month, with a gala dinner at MONA for 80 of the world’s most influential food and wine figures.

But it’s not only the flavours that feature. Lonely Planet encourages travellers to ‘descend the spiralled staircase of Hobart’s uber-trendy subterranean MONA,’ applauds Tasmania’s wilds, and highlights the much anticipated opening of Australia’s premier coastal bushwalking experience, the Three Capes Track.  Tasmania’s regions are also acclaimed, with the Tarkine, Cradle Mountain, Bay of Fires and Franklin River among the ‘diverse, remote and wild outdoor experiences’ highlighted by Lonely Planet.

For more information on Tasmania, visit  www.discovertasmania.com.au.