Newsroom Archives - The Big Red Group

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 supports campaign to boost Cairns and Great Barrier Reef tourism economy

Tropical Dollars initiative offers 2,500 vouchers worth $100 each for North Queensland residents to spend on Cairns and Great Barrier Reef tourism experiences.

February 1 2024: Big Red Group has partnered with the Australian and Queensland Governments to launch the ‘Tropical Dollars’ initiative today, supporting vital tourism recovery in the Cairns and Great Barrier Reef region following recent weather events.

Utilising Big Red Group’s tech platform and well-known catalogue of Experience Oz experiences, the incentive will see 2,500 vouchers worth $100 each that North Queensland residents can spend on Cairns and Great Barrier Reef tourism experiences to help reinvigorate local businesses.

Announced by the Tourism Minister and Member for Cairns Michael Healy, residents are eligible to receive $100 off experiences and attractions when they spend a minimum of $200. The deals are available for travel until 30 April.

The launch of Tropical Dollars today follows a similar project supported by Big Red Group for the Gold Coast region in January, GC Summer FUNds. The project sold out in just six days and injected over $7 million into the local tourism economy.

Big Red Group Co-Founder and CEO David Anderson said Big Red Group is proud to once again use the Experience Oz tech platform to support tourism bounce back.

“We’re proud to be supporting tourism recovery through the Tropical Dollars initiative.”

“Experience Oz was built to create an easy way for travellers to access the very best of what their destination has to offer – and the tech platform rolled out for this campaign offers deals that showcase the very best of Tropical North Queensland.”

“With 2,500 vouchers available, these experiences will be available to a broad audience – and we’re confident Australians will be keen to show their support for the local experience economy.”

Minister for Tourism, Michael Healy said the initiative is vital for restoring tourism,

“Tropical North Queensland is such a jewel in our state and we’re committed to helping it shine again after the extreme weather.”

“Tropical Dollars will not only benefit locals in this time of high cost of living pressures, but it will contribute to the recovery of our local tourism industry, building back the strength of this wonderful community.”

“It’s a great chance for locals to reacquaint themselves with all of the spectacular sights, tastes and sounds that this exceptional region is so well known for and to have a break after what’s been a very challenging time.

“And it is only phase one of this program, with more to come for North Queensland residents.

“It’s also so exciting to see Webjet offer such exceptional airfares. There’s never been a better excuse to get up here to Cairns, with cost of living at the forefront of everyone’s minds, these airfares won’t break the bank and will give welcome support to local jobs by bringing people to Cairns.”

Tropical Dollars deals will be available to collect at tropicaldollars.experienceoz.com.au

Big Red Group supports campaign to inject $7.2m into Gold Coast’s experience economy

50,000 experience vouchers snapped up within one week to deliver a much-needed boost the region

Big Red Group, has supported the GC Summer FUNds campaign to inject $7.2m into Gold Coast’s experience economy.

Utilising its tech platform and well-known catalogue of Experience Oz experiences, Big Red Group partnered with The Queensland Government and Destination Gold Coast to build a website offering thousands of vouchers for Australians to claim and use at Gold Coast-based experience operators.

Launched last Monday (15 January), the GC Summer FUNds campaign proved popular with Queenslanders, and over just six days, the BRG-powered website saw over three million page views, with all 50,000 $50 vouchers claimed and over $7.2 million spent on attractions and experiences.

The $2.5 million initiative, delivered in partnership by the Queensland Government via Tourism and Events Queensland, Experience Gold Coast and City of Gold Coast encouraged Queensland residents to support more than 180 tours, attractions and experiences impacted by weather events over the peak summer holiday period.

Big Red Group Co-Founder and CEO David Anderson said Big Red Group, through its Gold Coast based Experience Oz brand, was delighted to partner as a website and fulfilment partner for this incredible campaign.

“Responding to the request for support, I’m very proud of the local team who set up the technology within a few days. We experienced unprecedented demand from the moment the campaign launched with up to 200,000 South East Queenslanders on the site at any moment rushing to book a range of activities and support the program to play their part to support tourism recovery in the Gold Coast,” said Mr Anderson.

“Vouchers have been redeemed at an incredible rate with up to 200 purchases per minute and selling out all 50,000 vouchers within six days. A success measured on many levels, but, in particular by the number of experience operators who have called our team, grateful for bookings at a time when they need them most.” Click here for more information about GC Summer FUNds.

Big Red Group’s supports tourism recovery in Gold Coast

Big Red Group’s ‘Experience Oz’ joins forces with Virgin Australia

Multi-year partnership offering millions of Australian travellers more choice, value and ease has been announced this week.

Big Red Group’s domestic travel brand, Experience Oz, and Virgin Australia have commenced a multi-year partnership giving millions of Australians better value, choice and more access to popular travel experiences when booking at virginaustralia.com.

Experience Oz, one of Australia and New Zealand’s largest tour and attractions marketplaces, covers upwards of 50 regions and supports over 3,000 experience operators, ranging from cruises, tours, activities and more. The new partnership aims to boost both domestic tourism and the experience economy by providing ease and additional benefits when booking travel and packaged experiences at virginaustralia.com.

Amidst the high cost of living, fun-filled holidays for Australians will be more possible, with Experience Oz’s 4,000+ adventures available for Velocity members to book now using Points to pay for all or part of the booking with Points + Pay. Velocity members will now also have thousands of additional ways to earn Points.

To celebrate the new partnership, any experience booking made at virginaustralia.com before 11:59pm AEST 27th November 2023, will go in the running to win their dream holiday with two Virgin Australia domestic return flights and a $1,000 Experience Oz voucher*. Plus, until midnight 27th November members will earn triple Points (9 Velocity Points) as part of a limited time promotion^.

Virgin Australia Group Chief Commercial Officer, David Emerson said partnering with one of the country’s largest experience marketplaces will give Virgin Australia guests and Velocity members more value and choice.

“We are excited to be partnering with Experience Oz, marking a wonderful addition to the Virgin Australia family – one that will make the next family holiday more possible for millions of Australians,” said Mr Emerson.

“From today, the partnership will give our 11.5 million Velocity members thousands of additional ways to earn and redeem Points at a time when value and getting more from your dollar has never been so important.

“We are also proud to be supporting the experience economy and thousands of operators across the country by making it easier and more convenient for our guests to book a flight and experience all on our website,” he said.

Big Red Group co-Founder and CEO, David Anderson said the partnership will continue to power the company’s mission of shifting the way people experience life.

“We know that Australians will continue to prioritise travel, both for personal experience and to support the recovering industry,” Anderson said.

“But with the cost of living crisis becoming more acute, identifying ways to increase the value of experiences, and to ensure travellers have the chance to make memories on trips that might be closer to home, is key.

“Enabling Aussies to both earn and redeem Velocity Points when booking experiences is a key way we’re looking at creating more value for consumers.

“We’re proud to partner with Virgin Australia to continue to support our 3,000 operator businesses, and to help Aussies continue to connect.”

With Big Red Group leading the growth of the experience economy locally, its partnership with Virgin Australia is the first of many to come for Experience Oz.