As Australia rebuilds its international tourism profile after a long hiatus, emerging new Asian markets plays a key role in strengthening the industry’s future.
International travellers are again actively seeking out Aussie holidays, with new search data from Agoda showing the number of international travellers looking for an Australian getaway has increased by 300 per cent in the past six months, with certain markets hotter than others. That’s good news for Australian hotel owners and our industry, who have once again felt the pinch as domestic travellers head to Bali and Fiji for their holidays instead of staying local.
But the big question is where are these tourists coming from, and how can the Australian industry benefit? According to Asia headquartered Agoda, Singapore and the US are still strong origin markets, but South Korea, Thailand, Indonesia and Malaysia have emerged as hot new markets for Australia. Agoda’s Oceania Director, Zsuzsanna Janos, said it was vital for Australian hotel owners to tap into these new hot markets effectively while recognising the need to deliver value at a time when global inflation and the cost of living are rising, but not all Asian markets are the same.
She said that we see differences in how they search and book their holidays and what they seek when they come to Australia, and the results are interesting. For example, travellers from South Korea, Thailand and Malaysia look for more than just a hotel. They want to experience local culture, food, wine, nature and wildlife and engage in activities that allow them to get more from their trip.
If they can save on their hotel costs through special rates and incentive programmes, at this time when the global economy is challenging, we are finding it’s often the catalyst for them to confirm a booking. Agoda’s new initiative is helping more Australian hotels stand out to this new wave of tourists and secure more bookings from these hot markets. Ms Janos said the discount, targeted at international travellers, was offered at a unique time following a long travel hiatus and when global inflation was rising. She said that more travellers are seeking added value, and this new discount is passed on directly to travellers.
Written by: Matthew Thomas
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