Our Target Audience
Tourism Australia has simplified its global target audience from the High Value Traveller (HVT) definition to be purely 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.