News Corp Australia's The Growth Distillery has released new research into Australian travellers, identifying four key moments for brands and marketers to engage with customers. The report, titled 'Moments That Matter: Travel', found that 82% of respondents consider travel very important, 83% are open to more and different types of trips, and 73% are willing to sacrifice in other areas to be able to travel.

The research identified four key moments that matter for both travellers and marketers: Dreaming, Discovery, Decision, and Details. In the Dreaming stage, 70% of respondents said they're 'always' planning a trip. Brands can stand out by keeping interactions casual, fun, and pressure-free.

In the Discovery stage, 70% of respondents said they regularly consume travel content, whether planning a trip or not. Brands should seize this moment by staying inspirational and top of mind.

In the Decision stage, 1 in 3 of those struggling at this stage blamed information overload. Brands should step in to help consumers stay focused on their chosen path by providing clear, actionable information.

In the Details stage, 3 in 5 are still making travel reservations, organising essentials and exploring experiences. Brands can shine by providing tailored information and suggestions.

Research Director at The Growth Distillery, Ciel Graham, said: “With all the considerations and possibilities that travel brings, it's easy for travellers to become overwhelmed and lost in all the options and choices. It’s critical for brands and marketers to simplify the journey and understand the key turning points that guide those decisions,” she said.