Consumer research
Our target audience
Rottnest Island, Western Australia © Tourism Western Australia
Tourism Australia is focused on targeting those who are willing to travel out of their region and spend more during their trip - the High Yield Traveller (HYT).
Tourism Australia now identifies its target audience as High Yield Travellers (HYT). This move from a global psychographic segment to more specific audience segments by market aligns well with the high yield strategy.
This shift from HVT to the HYT has increased Tourism Australia’s total addressable audience size. An increased audience size has the flow on benefit of allowing operators who want to use the HYT audience definition to segment it themselves without it losing statistical significance.
High Value Traveller overview:
- Travel long haul: Travels long haul (out of region) on a regular basis.
- Preference for Australia: Consideration or intention to visit Australia. Secondary audience: No immediate preference for Australia.
- Key drivers for destination choice: Food and wine, aquatic and coastal, and nature and wildlife experiences are key drivers when choosing a holiday destination.
- Represent high value: Above average trip expenditure. Higher likelihood to stay longer. Higher likelihood to disperse further.
Download the High Value Traveller snapshots
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