A new study by The Growth Distillery, in collaboration with The Research Agency, suggests a significant shift in consumer behaviour towards prioritising the emotional aspects of travel over the physical destination. The study, titled 'Reframe: Travel', reveals that three in five Australians begin their holiday planning process by considering why they are travelling, before even deciding where they are going.

According to the study, consumers are increasingly focusing on how a trip makes them feel rather than the destination itself. This shift in behaviour presents an opportunity for brands to realign their messaging, capture more value, and cultivate deeper consumer loyalty.

"Sixty percent of Aussie travellers say the way travelling makes them feel is more important than the destination they visit. Our Reframe: Travel guidebook breaks down what these motivators are, how to identify them, and how brands can show up in exceptional ways to drive more meaningful connections with travellers," says Ciel Graham, Research Director at The Growth Distillery.

The study identified seven key emotional 'internal destinations' that travellers journey towards: Affinity, Wonder, Indulgence, Security, Growth, Self, and Ideals. Each 'internal destination' has specific implications for brands, ranging from helping travellers find connection to signposting value-led options across travel touchpoints.

For instance, 'Affinity' refers to the desire to connect with others and feel a sense of belonging. Brands can tap into this by creating opportunities for shared experiences or fostering communities. 'Wonder', on the other hand, is about the thrill of discovery and the unexpected. Brands can cater to this by offering unique and off-the-beaten-path experiences.

The Growth Distillery, an independent research think-tank, is powered by News Corp Australia. The 'Reframe: Travel' study provides a fresh perspective on consumer behaviour in the travel sector, highlighting the importance of emotional connections and experiences in shaping travel decisions.