News Archives - The Big Red Group

Why Experience Gifts Create Stronger Business Relationships

The Science Behind Memorable Corporate Gifting

The Psychology of Corporate Experience Gifts Recent research by Puente-Díaz and Cavazos-Arroyo (2024) reveals something fascinating: experiential gifts forge stronger emotional connections than material presents. Why? Because experiences align with recipients’ core values and foster a sense of autonomy – crucial factors in business relationship building.

The Psychology of Corporate Experience Gifts

Recent research by Puente-Díaz and Cavazos-Arroyo (2024) reveals something fascinating: experiential gifts forge stronger emotional connections than material presents. Why? Because experiences align with recipients’ core values and foster a sense of autonomy – crucial factors in business relationship building.

How Corporate Experiences Drive Lasting Business Relationships

Think about it. Which would your clients remember longer:

Another branded corporate gift basket
A thrilling jet boat adventure
One more promotional product
A masterclass in wine tasting

The science shows that experiences create lasting memories that strengthen business bonds, while material gifts often end up forgotten in desk drawers.

The Business Impact of Autonomy-Driven Gifting

According to Self-Determination Theory, three elements drive human motivation:

Autonomy
Competence
Connection

RedBalloon’s corporate experiences tick all these boxes by offering:

Freedom to choose when and how to enjoy the gift
Opportunity to learn new skills
Shared experiences that build relationships

Why Smart Businesses Choose Experience Gifts

Our corporate clients consistently tell us that experience gifts deliver exceptional results through:

Higher recipient satisfaction compared to traditional corporate gifts
Increased social media engagement as recipients share their stories
Longer-lasting positive brand association through memorable experiences

Make Your Corporate Gifts Matter

Partner with RedBalloon for Business to:

Access 5,000+ unique Australian experiences
Benefit from dedicated corporate gift support
Receive bulk booking benefits
Create lasting business relationships

Change ordinary corporate gifts into extraordinary business stories with RedBalloon – Australia’s trusted experience gift provider.

Contact RedBalloon For Business Today

Big Red Group partners with Welcome to Country to make Australia’s Aboriginal & Torres Strait Islander experiences more accessible

Partnership will help empower First Nations communities, support local businesses, and foster a deeper understanding of First Nations culture

October 3, 2024: Big Red Group has partnered with not-for-profit Welcome to Country to increase access to Aboriginal and Torres Strait Islander experiences and support First Nations operators.

Launched in conjunction with the tenth annual ‘Indigenous Business Month’, the partnership aims to better connect domestic and international visitors with authentic cultural experiences, with 48 Aboriginal experiences now available to book through the RedBalloon website with more to come.

The unique collection of experiences – including guided tours, storytelling sessions, and hands-on workshops highlighting traditional art forms – will not only enable visitors to immerse themselves in Australia’s rich First Nations culture, but also support Aboriginal and Torres Strait Islander businesses to grow through e-commerce.

With research showing that approximately 80 percent of international visitors would like an Aboriginal tourism experience on their holiday in Australia, yet only 20 percent making bookings with First Nations operators – the partnership will strive to ensure that tourism benefits are equitably shared with First Nations communities and allow Big Red Group to provide visitors with more culture-rich and unique experiences.

David Anderson, co-founder and CEO of Big Red Group, said:

“We’re delighted to kick-off Indigenous Business Month by announcing our partnership with Welcome to Country. Offering ‘stories over stuff’ is a key mission of ours at Big Red Group – and we’re thrilled to be making stories from the world’s oldest continuous culture more accessible to Australia’s domestic and international visitors.

“By offering these experiences through RedBalloon, and with plans to expand the range to Experience Oz this month, we can play a part in supporting the economic empowerment of Aboriginal and Torres Strait Islander businesses – which has lasting benefits for the wider communities around them.”

Desmond Campbell, CEO of Welcome to Country, added:

“This partnership is an exciting opportunity to showcase the rich cultural heritage of First Nations people. We are excited to collaborate with Big Red Group, so we can extend our audience and provide more people with the chance to engage with our stories and traditions.

For every $1 spent with First Nations businesses, there’s a social return of $4.41—so your dollar truly works four times harder when you choose to support these businesses. Supporting First Nations businesses means you’re supporting keeping the world’s oldest continued cultures and languages alive.

Through this collaboration, we aim to continue to support First Nations communities, preserve cultural heritage, and promote sustainable tourism.”

For additional information about the Aboriginal experiences now available through RedBalloon, visit here.

New Big Red Group report finds Australia’s tourism and experiences industry ‘resilient and recovering’ despite economic challenges

The new ‘Seasonal Experiences Index’ offers optimism for domestic and international tourism industry despite ongoing challenges

September 02 2024: As we welcome the arrival of spring, we’ve taken the opportunity to reflect on the performance of the tourism sector during the autumn and winter months.

Launched today, the Seasonal Experiences Index: Autumn/Winter 2024 report from Big Red Group found that Australians are continuing to invest in domestic tourism experiences, with average basket size up 5.7% year-on-year.

The report, which analyses booking data from experiences taken between September and January, has revealed that post-pandemic recovery, ‘revenge travel’ and government-backed stimulus projects helped deliver a bumper year for the industry in 2022 – and it’s been hard for many operators to match this pace in 2023.

There’s been strong returns from international markets too, with data pointing to 89.1% growth in bookings this season – and an incredible 337.6% year-on-year growth for 2024 to date.

Key takeaways from the report include:

Strong rebound for inbound: Fastest-growing markets for experiences this year include China, Taiwan, Singapore, India and Korea – as Japan remains slow to restart – and they’re all over cruises, hot air balloons and jet boats

FNQ favourites enjoy a comeback: Positive signs of growth Cairns (+13.1%) and Port Douglas (+47.6%), after summer storms and cyclones tore through the region

Garden State gains: Australia’s second-largest tourism market, Victoria, defies the national trend to deliver marginal 0.4% growth in bookings year-on-year, whilst South Australia, New South Wales and Northern Territory lag further behind.

No South Whales: While Queensland has enjoyed some of its best whale watching numbers in decades, with bookings up 18.7%, an unprecedented number of weather-related cancellations have cut bookings in New South Wales by a fifth (-20.6%)

Gold-standard demand: There’s been a 163% increase in bookings for white water rafting experiences in July and August as Australia’s own Jess Fox enjoyed double gold success

Regional tourism wins: There’s cause for celebration in outer-city locations, as Young (+30.7%), Coffs Harbour (+52.4%) and Orange, (+116.7%) contribute towards regional NSW’s ‘most popular domestic travel destination’ win, whilst Aussies flock to Queensland’s northern outback (+314.7%) and Western Australia’s Kimberley region (+6.8%).

Commenting on the report, David Anderson, CEO & Co-Founder at Big Red Group, said:

“With the nation hit by unpredictable weather and ongoing economic uncertainty – including the collapse of not one, but potentially two regional airlines – it’s promising to see a resilient spirit in Australia’s tourism and experiences industry.

“With inbound tourism on the rebound and Australians continuing to invest in travel and experiences – it’s clear that domestic and international visitors are still eager as ever to try out new experiences and make the most of all the great activities Australia has to offer – whether that’s unique wildlife encounters with Tasmanian Devils, winding down with wellness experiences in Victoria or getting onto and into the water in Far North Queensland.

“With over 500,000 experiences booked so far this season, we can see that visitors to our shores are committed to creating memorable moments, showing a strong preference for ‘stories over stuff’. This trend promises to continue as the industry navigates its path to recovery, and we look forward to seeing what the next few months and peak summer season will bring.”
To read the ‘Seasonal Experiences Index: Autumn/Winter 2024’ report, click here.

The inbound rebound for Australian tourism in 2024

The risk of an Australian airline duopoly is real for regional tourism

News of Rex Airlines entering administration could be a heavy blow for Australian experience operators

1 August 2024 – The collapse of Bonza Airlines earlier this year dealt a severe blow to the tourism industry, leading to job losses and a projected $100 million shortfall for Queensland tourism alone.

The recent administration of Rex Airlines this month compounds the challenges faced by domestic travellers and the broader tourism sector.

David Anderson, co-founder and CEO of Big Red Group, cautions that Rex Airlines’ financial troubles could have far-reaching implications, particularly for regional tourism.

“In March 2024, major airlines—including Rex—carried 4.9 million domestic passengers. With Bonza and now Rex ceasing operations, we can probably expect an increase in flight prices across domestic routes. This rise in airfares will deter tourists from visiting less-travelled regions, leading to reduced tourism activity in these areas.

“Aviation connectivity is crucial for many regional destinations. The loss of Rex’s services means fewer flight options, which can result in increased travel times and inconvenience for visitors. This can make it less appealing for tourists to explore regional areas, ultimately affecting their economic vitality.

“Regional tourism economies rely heavily on visitor spending, and the reduction in tourist numbers can deprive these regions of essential revenue and diminish opportunities for cultural exchange. The overall impact could be a setback for the recovery and growth of Australia’s regional tourism industry.”

Mr Anderson also believes Government support is essential for operators should flights wind up completely.

“Given the current cost-of-living crisis, Australians are increasingly seeking affordable holiday options, and exploring their own country could be a preferred choice. Without adequate air connectivity, though, many potential travellers might be discouraged from visiting regional areas. This could undermine the effectiveness of government spending aimed at promoting regional tourism and supporting local businesses.

Wellness tourism up 200% year-on-year

New booking data points to strong uptake for in Victoria and the Northern Territory

16 July 2024: New Big Red Group booking data has shown demand for wellness tourism has surged year-on-year, with some experiences up by over 200%.

The findings come after a recent study from TELUS showed that over three in five employees in Australia are reportedly feeling burnt out – and have indicated particularly strong uptake in Victoria and Northern Territory.

According to David Anderson, co-founder and CEO at Big Red Group, the rising demand could indicate that Aussies are trying to prioritise their mental health and wellbeing at the moment.

Spa experiences are up by a fifth (19%) on last year, while demand for hot pools, springs and wellness centres has grown significantly too. This signals a move away from traditional massage and facial packages that have previously proven popular across the nation.

Key takeaways from the data include:

Prioritising health and wellbeing: Year-on-year, the ‘Wellness’ category for experiences has seen a 228.4% increase in bookings, with Victoria and Northern Territory seeing particular growth
Aussies warm up to hot springs: Spas are in high-demand, with the Peninsula Hot Springs in Fingal (+132%), Wellness Studio in Belmont (+400%) and the Polynesian Spa in Brisbane (+855%) all seeing significantly higher bookings this year

The global wellness tourism market has recently been valued at almost $950 billion AUD ($640 billion USD), according to the Global Wellness Institute (GWI) – and now accounts for a significant proportion of the wider industry.

Experience Oz supports Destination NSW to make a Vivid impact

Renewed partnership for Vivid Sydney 2024 sees largest-ever Local Business Program

17 June 2024 – A renewed partnership between Experience Oz and Destination NSW for Vivid Sydney 2024 has resulted in the largest-ever Local Business Program to date.

Captivating thousands in the heart of Sydney CBD from 24 May to 15 June, there were over 100 local experience operator businesses showcased as part of this year’s event.

Newcomer experience, Mandalay Cruises’ Weekday Sydney Harbour Cruise, has emerged as a popular choice amongst visitors – and cruises have remained a fan-favourite too, with dinner cruises garnering a significant number of bookings. Another newcomer to the Program, the SEA LIFE Vivid Special admission, saw strong uptake in the festival’s first week, with over 250 bookings alone.

Elle Barnes, Campaign Manager at Experience Oz, said:

“We were thrilled to collaborate with Destination NSW once again – showcasing the best of Sydney’s local businesses as part of Vivid Sydney. Providing visitors with unforgettable experiences is exactly what Experience Oz is all about, and being able to celebrate the creativity and innovation within Sydney’s business community makes it a significant partnership too.”

VIVID Sydney with Experience Oz and Destination NSW

Embrace TikTok to reach Gen Z

Big Red Group calls on operators to utilise TikTok as new research shows 90% of Gen Z use it to find new experiences

21 May 2024: As the travel industry rebounds from the challenges of the past year, Big Red Group is calling on operators to tap into the power of TikTok to connect with Gen Z travellers.

New research from The State of Student and Youth Travel in 2024 report reveals that TikTok has emerged as a primary source of travel inspiration for Gen Z, with 89% saying they discover new travel destinations and experiences through the platform, and 40% admitting they booked a holiday as a direct result of watching TikTok content.

For Adrenaline, one of Big Red Group’s consumer brands, the role of social media has changed significantly as its influence on younger consumers continues to evolve. The company’s TikTok account now serves as a valuable tool for customer service and feedback in addition to delivering brand awareness and engagement gains – and Adrenaline regularly advertises on the channel to ensure its reaching younger Aussies, with a recent campaign delivering a reach of 2 million and 70,000 clicks to the website.

Big Red Group CEO, David Anderson, emphasises the transformative potential of social media as a marketing tool for small businesses.

“We’re currently observing a significant shift in how Gen Z travellers discover and decide on their next travel destinations, with TikTok emerging as a dominant influencer in this landscape. It’s clear that the platform plays a pivotal role in shaping travel preferences and choices for this demographic.

“Consequently, tourism operators have a prime opportunity to engage Gen Z travellers on TikTok by providing compelling content that speaks directly to their interests by showcasing their experiences. By leveraging TikTok’s creative potential and establishing authentic connections with this audience, tourism operators can effectively capture attention and drive bookings in an increasingly competitive market.”

A number of operators that offer experiences through Big Red Group’s consumer brands – RedBalloon, Adrenaline and Experience Oz – have already seen the positive impact TikTok can have on a business, including:

Oz Jet Boating:

Utilised TikTok’s popularity during Taylor Swift’s Era’s tour to introduce “Swiftie Spins,” a unique sing-along experience.
A TikTok video shared by the company garnered over 2.6 million views, contributing to increased sales of over $25,000 during Taylor Swift’s visit.
Marketed the experience organically on TikTok, initially offering three sessions which expanded to 23 due to high demand.

URBNSURF:

Can see the direct link between online growth and business expansion.
Set to open their second surf park in Sydney, making them the world’s only surf park with two locations.
The new $75 million park is expected to generate $250 million in economic benefits over two decades.
URBNSURF boasts 180,000 Instagram followers and a growing TikTok following of 20.8K.
Despite no spending on marketing, the company credits social media, particularly TikTok and Instagram, for their success in driving engagement and growth.

Unconventional activities prove popular as SA day trips surge

Day trips on the rise as people find affordable ways to experience new adventures

19 April 2024: As the cost of living continues to strain domestic and international travel plans for Australians, a refreshing trend is emerging across South Australia: the resurgence of day trips.

With the South Australian Tourism Commission revealing that ‘Day Trips’ are now injecting an impressive $2.3 billion into SA’s tourism sector – new data from Big Red Group has found that Australians are gravitating towards unconventional adventures outside major cities to keep their travel costs in check – with a number of experiences heavily contributing to the surge.

Key trends in Australia’s festival state include:

Quad biking has surged by +35.1%
Virtual Reality experiences have skyrocketed by +69.4%
Wineries are also seeing a notable boost as Aussies explore local vineyards – including Margaret River
Skydiving stands out as SA’s top experience, with some operators reporting an astonishing +239.4% increase in bookings year-on-year

David Anderson, CEO of Big Red Group, highlights that a surge in day trips reflects a significant change in tourism behaviour and suggests it could have a profound impact on local tourism businesses, offering new opportunities for growth and engagement in the industry.

“We’ve recently seen just how much day trips are worth to South Australia – and for local experience operators, this trend gives them an opportunity to lean into what makes them unique, strengthening and diversifying their offering to maximise revenue streams.

“There’s also an opportunity for attractions to capitalise on the day trip trend by providing Aussies with an option to bundle experiences with transport, making it more cost effective and convenient for day-trippers to try out new experiences. It’s something we’ve seen rise in popularity over the past twelve months.

“For tourists, the rise in day trips means a chance to make the most of their time exploring new destinations without having to break the bank. Staying within a short day trip away also allows for Aussies to contribute to their local economy and support local experience operators.”

Big Red Group completes acquisition of joint venture to solidify support of North Queensland tourism industry

Big Red Group completes acquisition of all shares in Experience Oz North Queensland from co-owner Destination Cairns Marketing

3 April 2024: Big Red Group, Australia and New Zealand’s largest experience marketplace, has completed the acquisition of a joint venture previously held with Destination Cairns Marketing (DCM).

The company has acquired DCM’s 50% share by mutual agreement, following two years of collaboration.

The move reaffirms Big Red Group’s commitment to supporting local businesses and the Cairns & Great Barrier Reef Region – in addition to providing unparalleled experiences to domestic and international customers.

Under the new structure, Destination Cairns Marketing will retain ownership and management of its tour desk operations in North Queensland, with General Manager Greg Ferguson continuing to lead these operations.

The Local Agent management team will also remain intact, with Sam Ferguson taking up a new role as General Manager at Local Agent North Queensland, while Deborah Dominick will carry on her role as Business Development Manager.

In addition, the appointment of Georgie Saddler in the newly created role of Market Manager for North Queensland will help to bolster Big Red Group’s presence in the region for the mutual benefit of all industry partners.

David Anderson, CEO of Big Red Group, said:

“With a series of both economic and extreme weather challenges, we know it’s been a particularly hard few years for experience operators in North Queensland. However, this acquisition has been two years in the making – and it underscores our belief in the boundless potential of NQ as a tourist destination.

“We remain extremely committed to investing in the Cairns & Great Barrier Reef Region, fostering industry growth and supporting local experience operators. We’re excited about the opportunities that lie ahead and look forward to creating unforgettable experiences for tourists in NQ.”

Sam Ferguson, General Manager of Local Agent North Queensland said:

“This acquisition represents a significant milestone for Big Red Group – and I’m delighted to have taken up the role of GM for Local Agent North Queensland. We’ve been working together for some time now – and this feels like the next logical step as we continue to support the recovery and growth of this remarkable region.”

The acquisition comes hot on the heels of Big Red Group’s partnership with the Australian and Queensland governments for the ‘Tropical Dollars’ tourism recovery initiative, developed to pump much-needed funds back into the region’s visitor economy.

Pictured: David Anderson (L) and Sam Ferguson (R)

Big Red Group report uncovers ‘glimmers of hope’ for Australia’s tourism and experience industry despite recovery slow-down

The new ‘Seasonal Experiences Index’ reveals the state of the nation’s tourism and experience industry through the Spring/Summer season.

February 27 2024: Australians are continuing to invest in domestic tourism and experiences this year, despite ongoing economic uncertainty and the cost of living impacting discretionary spending habits.

Launched today, the Seasonal Experiences Index: Spring/Summer 2024 report from Big Red Group found that while experience booking volume is down year-on-year, there are pockets of growth emerging across the nation.

The report, which analyses booking data from over 750,000 experiences taken between September and January, has revealed that post-pandemic recovery, ‘revenge travel’ and government-backed stimulus projects helped deliver a bumper year for the industry in 2022 – and it’s been hard for many operators to match this pace in 2023.

However, there is cause for optimism, with key highlights including:

China’s inbound rebound: Data points to a 111% increase in forward bookings over the Lunar New Year – with eastern markets leaning into experiences that hero Australian cruises (+8,175%), tours (+2,540%) and culture (+1,900%).

Aussie culture vultures: Cultural events are driving bookings, with this year’s record-breaking Australian Open boosting Multi Passes (+436%), Spas (+444%) and Attractions (+4,518%), while Taylor Swift’s Eras Tour is anticipated to have a similar impact.

Domestic’s not dead: Despite borders reopening, domestic trip demand remains strong, with a 34.4% increase for City Getaways nationwide and 188% jump in Western Australia.

Australia’s gone al fresco: Picnics have grown by a quarter (23.5%) year-on-year – and it’s Gen-Z driving the trend, with ‘luxury’ and ‘mystery’ options proving popular for dates.

Stimulus delivering strong results: While Christmas storms devastated the tourism and experience industry in Gold Coast, the government-backed GC Summer FUNds initiative helped to provide the region with a 279.9% boost on 2023’s bookings.

Getting more bang for their buck: Spending-savvy Aussies jump on multi-experience tours that offer multiple activities for one price tag, growing the category by 10.3% this year and boosting the popularity of local safaris, mountain trails, and even ghost tours.

Seasonality is still a key consideration: Despite the ongoing economic situation and consumer confidence faltering, the warmer months remain crucial for Australia’s tourism and experiences industry, with Spring/Summer outperforming Autumn/Winter by 21%.

Commenting on the report, David Anderson, CEO & Co-Founder at Big Red Group, said:

“With post-pandemic recovery softening, economic uncertainty ongoing, and extreme weather events posing a persistent threat, there’s no doubt that Australia’s tourism and experiences industry is up against it at the moment – and this is reflective of the challenges people are facing across the nation.”

“However, data from our latest Seasonal Experiences Index has shown us that bright spots are emerging in each and every corner of the industry – and we remain optimistic about Australia’s ability to recover, albeit at a potentially stabilised rate.

“With inbound tourism from China slowly but surely starting to rebound; Aussies leaning into experiences to help them build ‘once in a lifetime’ moments around key cultural events – such as the Australian Open or Taylor Swift’s Eras Tour; and stimulus projects proving extremely effective in supporting tourism recovery for those who need it, there are bright spots of recovery and growth ahead.

“And with over 750,000 experiences taken across RedBalloon, Adrenaline and Experience Oz so far this season – we’re confident that the appetite for stories over stuff remains. We don’t anticipate this fading any time soon.”
To read the ‘Seasonal Experiences Index: Spring/Summer 2024’ report from Big Red Group, please click here.

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