Key Insights from ADMA 2020
SOME JUICY INSIGHTS ON OUR CHANGING BEHAVIOURS
“What we can take from the recent NZ case study and Australian July (pre the Victorian ‘wave 2’) is that airlines have the willingness to quickly add back capacity and ramp up and demand is out there!!”
Today BLOG shares the key outtakes from the ADMA (Australian Direct Marketing Association) Data Week Online Conference so far. A mix of human behaviour and industry insights. Some great presentations to share!
Click here to download the PDF version of this blog – Lime Intelligence Key Insights from ADMA 2020
From how destinations and airports can refocus to the changing way we look at the world to our behaviours as humans in general.
This week I am sitting in on the Australian Direct Marketing Assoc (ADMA) online ‘Data Week’ conference – essentially learning all about how to use data in a practical sense to drive better customer insights for marketing and organisation decisions. With a particular focus on the COVID world – now and future.
Without giving all the details, I thought I’d share my key outtakes so far:
Human Behaviour in General
1. There is no ‘going back to normal’ .. it will be a hybrid of what we did before and our new post COVID world. COVID has been as significant as a World War in reshaping our future behaviours.
2. COVID has changed our habits forever – from technology usage to more accepting attitudes towards use of online shopping/entertainment in all generation groups and working from home (who wants to commute for hours anymore?).
3. Us humans now have a greater desire to seek out authenticity, community and connectedness and have a greater general ‘awareness of what’s around us’ due to our forced pause on life.
Implications for Airlines, Airports and Travel
I love sitting in on these events as they generally have absolutely nothing to do with tourism or aviation and they offer fresh thinking on ‘how the other half live’ in other industries.
Todays discussion with CMO of Tourism Australia Susan Coghill and CMO of Qantas Jo Boundy however offered some great insights into how airports and destinations can position themselves in the ‘new world’.…
Key insights from QF and Tourism Australia CMO presentations:
1. Changing the way Aussie’s travel domestically – a key part of the Tourism Australia strategy.
- Aussies generally have a different attitude and style of travel domestically compared to internationally – they tend to ‘fly and flop’ and not invest $$ in experiences. We tend to be more adventurous during international travel and spend more on those ‘once in a lifetime opportunities.
- Aussies also tend to take longer overseas holidays compared to domestic. How do we change their behaviour to get them to spend more on experiences and stay longer?
- Tourism Australia is focusing in on ‘do it for your country’ messages and encouraging a ‘call to arms’ to get Aussies to travel and travel differently while in Australia.
2. How do we get them to travel more (either intrastate for now or beyond when borders open)??
- Jo Boundy from Qantas advised their research is indicating ‘lots of pent up demand’ for travel which gives strong hope for flight demand once borders are eased. Jo commented that “Jetstar had one of their best sale days ever when the first round of borders opened back in early July with better than expected sales’.
3. Reassuring customers of health and safety is another key.
- People are still nervous about their health and looking after loved ones. How can we as an industry continue to reassure them and demonstrate a safe travel environment? More collective communication around this?
4. Airports will have a role in delivering more ‘contactless’ experiences for passengers.
- COVID has effectively ‘leap frogged’ technology use to become more acceptable to customers and will increase the speed to market of ‘self-service’ type experiences at airports.
- This is an important piece linked to the ‘health and safety’ comment above around leading on-airport partners and stakeholders (ie. everyone from the coffee shop to car rental included) on working together on innovative contactless travel into the future.
What about that key question thrown around about ‘will people not travel for business as much into the future now we have zoom’?
- Panelists all agree that power of the person to person interaction will ultimately prevail over technology. It’s a basic human behaviour. Zoom technologies might change parts of the work flow but the general inertia of people is towards face to face interactions. Qantas has already seen the business travellers returning in parts of Europe and Asia – this gives a positive hope for Aussie business travel!