Study shows Australians focus on emotional travel goals over specific destinations, altering how trips are planned.

A new study by The Growth Distillery and The Research Agency reveals that Australian travelers prioritize emotional experiences over specific destinations. Three in five Australians start planning trips by thinking about their travel motivations rather than choosing a destination. The study identifies seven emotional goals that drive travel, offering brands a chance to better connect with consumers by focusing on these emotional aspects.

November 11, 2024
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