Get Set to Slow Down this Summer.

How to get the messaging right, manage everyone’s expectations, and prepare for pent-up demand.

There’s been lots of talk in the tourism industry about recent research and what Australian travellers will be looking for as restrictions lift this summer.

The research reveals that people want to reconnect, making up for lost time with friends and family.

They also want to disconnect, taking a break from all things associated with the big bad world of lockdown.  And they want to do this while discovering new places.

This sounds good – the longing to unwind somewhere different is totally understandable.   And there’s plenty of places in regional Australia that are unique, undiscovered,  and perfectly placed to respond to the “reconnect/disconnect” brief  to deliver the holiday most people are dreaming about!

But in amongst the warm fuzzy insights about dreams of rejuvenation and relaxation,  there’s more loaded conversations about preparing for potential travellers.  Descriptions  of cashed up consumers  with a desire for “revenge spend” and their “pent up demand”  sound slightly more aggressive.  

Various governments  have issued a call-to-arms to the tourism industry about preparing for the influx of visitors once we reach the 80% vaccination milestone.   But what type of travellers should we expect? Does pent-up demand lead to more demanding customers?  Or will they see the signs and slow down?

Slowing doesn’t mean settling for less, but it does mean acknowledging that in the industries that support the visitor economy, staffing is a massive challenge. Chefs have taken up other trades, cleaners are now managing call centres, and retail staff are working in real estate. Backpackers who worked the bar and students who cooked up a storm in the kitchen last season are now consumed by entirely different career opportunities.

Across regional Australia, we can’t wait to make our visitors feel welcome!  We want to make the most of every opportunity over the holidays.  But before we get to that breaking point of  being too busy, let’s take a breath to consider who we’re dealing with and what they’ve been through.   Lets get travellers and the travel industry together to get the messaging right and manage everyone’s expectations as we start to slow down and get set for summer.