Peter Clifton-Smith

Unveiling the Nuances Behind the Rise in Travel Advertiser Spend: A Deeper Dive Nielsen recently released interesting insights on the growth in travel advertiser spend in Australia during Q1, 2024. While any increase is good news, the article suggests a bullish outlook built on consumer demand. However, the reality is likely more complex. Traditionally, calendar Q1 sees lower spend from travel advertisers in ANZ, with the peak in Q4 due to seasonal factors. So, to see a quarter-over-quarter lift is interesting. But is this really being driven by Australians' love of travel and increased consumer demand or is it something else? The increased spend may not reflect heightened consumer demand but instead, is a more nuanced picture and a strategic response to challenges in the industry, such as low forward capacity for airlines, particularly on more lucrative and higher yielding longer haul routes with longer search-to-book and advance purchase windows. This might also reflect why the two leading advertisers in Q1 were airlines (TripADeal (Qantas owned) and Virgin). Despite forecasts of increased international travel by Australians in 2024, challenges such as sustained high inflation levels have resulted in increased travel expenses, slowing consumer demand. Moreover, global economic headwinds and rising fuel costs are limiting the growth in international departures. Thus, the higher Q1 spend may be aimed at stimulating demand amidst these challenges rather than reflecting a surge in consumer enthusiasm for travel. It's essential to consider the broader context when interpreting industry data. What are your thoughts? Source: https://lnkd.in/gem-59Gc

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Awesome article David! I think the most relevant for everyone and not just those who think about possible redundancies, is to 'continually update your skills'. I know with David who works in IT, he is constantly doing courses (I'm talking every week). In the funeral celebrancy world that I worked in for 22 years, I constantly did courses on something that improved my knowledge (although not every week lol).... Too many people receive a qualification and get some experience and think that's all they have to do, whereas that should just be the start of their learning/working experience.

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Boards and industry professionals need to remain attuned to the trends and factors shaping CEO compensation. For the third year in a row, we partnered with data company OpenDirector to produce a comprehensive report on the top highest-paid CEOs for 2024 and the factors shaping executive compensation. Featured in The Australian Financial Review, Australia's list of the top 50 highest-paid CEOs highlights significant trends in CEO compensation. These include the impact of market dynamics and regulatory environments on executive pay and balancing rewarding performance with maintaining stakeholder trust. Read or download the full report here: 📩 Download a copy of the comprehensive analysis of the top-paid CEOs for 2024: https://lnkd.in/g-7qym5P 📰 Read the full AFR article here: https://bit.ly/3ZICAnR #board #governance #CEO #remuneration #leadership #odgersberndtson

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The Qantas board review is very interesting and contains valuable learnings that, if applied, can enhance Board oversight and improve decision-making. One of the key lessons and recommendations from the review was about Board composition and the need for representation in areas like technology/digital transformation and customer experience, which are crucial in today’s business environment. I have always advocated for Board-level ownership and accountability for #CX performance, so this was pleasing to read. I highly recommend the read! #governance #customerexperience #strategy

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Recent Gartner B2B research: "Strategy #1: Launch reward programs. A reward program can bolster customer loyalty through incentives such as discounts, cashback, redeemable points, and exclusive deals." At Synchro Marketing Australia we couldn't agree more! A B2B Loyalty Program we manage is the current Australian Marketing Institute Loyalty & Retention Marketing Excellence Award winner. Why? Results ... results ... results! If you'd like an exploratory discussion on how a Loyalty Program can make a difference to your business results, get in touch. #b2b #customerloyalty #roi

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Today's excellent Business Hunter summit "A Future Made in the Hunter", highlighted the Hunter Region's potential to drive Australia's #manufacturing renaissance. And the insights shared and collaborative spirit were inspiring! Innovation emerged as key to unlocking growth across sectors like energy, defence, resources, and advanced manufacturing. The Hunter's blend of research, skilled workforce, and industrial capabilities makes it an ideal hub for developing cutting-edge solutions. Sustainability was a major focus, with manufacturers embracing renewable energy, waste valorisation, and circular economy models. We know the region’s energy strengths can lead the low-carbon transition. The Hunter’s collaborative spirit and "can-do" attitude stood out amidst challenges like energy security, supply chain resilience, and market disruptions. Manufacturers are ready to adapt, diversify, and seize new opportunities, all with the support of industry bodies such as Business Hunter, HunterNet Co-operative, NewH2 and Hunter Defence (and of course the promotion and amplification of their story via the Hunter Manufacturing Awards Inc.). The summit reinforced my belief in the region's bright future. By focusing on innovation, sustainability, and strategic synergies, we can achieve economic prosperity, environmental stewardship, and societal progress. How exciting is that! Myself and the team at The Measured Marketer remain committed to supporting local manufacturers in unlocking their potential. The path ahead is full of possibilities, and together, we can forge a future that makes the Hunter proud. Thanks for a great day everyone! ⚡️ #MadeInTheHunter #HunterRegion #BusinessHunterSummit

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STRATEGIC NETWORK PLANNING // Business Franchise Australia has shared our piece on how to allocate franchise areas. It talks about: ✅ using ABS Census data ✅ forecasting growth ✅ reviewing population projections ✅ checking Intergenerational Reports ✅ understanding the value of high growth areas ✅ analysing local demographics ✅ looking at the value proposition from the franchisee perspective Read the full piece at https://lnkd.in/d-cgwsNd Please reach out if you would like more information! #strategicnetworkplanning #franchising #peterbuckingham #spectrumanalysis

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Qantas “new distribution model” The claim… “Additionally, for agents it opens up new revenue opportunities, makes it easier to sell ancillary products, streamlines the process for refunds and changes, and empowers them with the tools to create a more personalised experience for each traveller.” There is no evidence that this will happen. No credible examples. The empty promises were first made on 1AUG 2019 with the announcement of the Qantas Channel. “Agencies who have signed up to the Qantas Channel will, over time, be able to offer customers new content, sourced from the New Distribution Capability (NDC)-enabled Qantas Distribution Platform (QDP) Greater reward and recognition of our Frequent Flyers and the ability to deliver targeted offers for our Agency Partners are just some of the benefits that are in the pipeline.” The reality. Plenty of evidence. More surcharges and content chaos. More investment in direct sales eg Qantas Business Rewards. With a new side of “Premium- by invitation only” truffle fries for the elite few who earn their “Golden Ticket” #Qantas #Qantas Distribution Platform #MarketPower #OptinProgram #Fragmentation #Discrimination #NewDistributionCarnage

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How big is the accessible #Travel market? A new report from Australian Trade and Investment Commission (Austrade)’s TRA provides data and insights regarding travellers with accessibility needs in Australia drawn from the National Visitors Survey in the June quarter (April, May and June) 2023. The report covers: - Size and scope of the domestic accessible tourism market - Spending profile of travellers with accessible needs - Characteristics of travellers with accessibility needs - Reasons for travel and activities - Accommodation and travel party types of overnight travellers 23% of all domestic trips were by travellers with accessibility needs – that’s 18.5 million trips taken by accessible travellers. "Trips" are composed of: - overnight trips – one or more nights at least 40 kilometres from home - day trips – round trip of at least 50 kilometres from home. No overnight stay. The value of domestic travel in that quarter alone was $6.8 billion (total trip spend) and equated to 21% of total domestic tourism industry spend. This is a breakthrough report for Australia using international official statistical standards. It shows there is a significant market for supporting people with #Disabilities and long term health needs I’ll post more about the results over coming weeks. Meanwhile you can download and read the whole report here: https://lnkd.in/g6rwkspH And if you’re ready to welcome people with all abilities to your #Tourism business – check out the accessible tourism page of the Austrade website with its new WELCOME framework with tips ad help for businesses along with a link to other supports and services to help https://lnkd.in/gxGi93PP Thanks to all our colleagues in tourism across the States and Territories, and in industry who are leading and supporting businesses to meet the needs of all travellers and share the joy and great experiences we offer across #Australia. #Accessibility #Inclusion #AccessibleTravel #DandI #Diversity #SharingJoy #Welcome

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Insight into how Flight Centre is defining a new age of CX with AI and Qualtrics in Australia. "...with the help of Qualtrics, we took the next step...integrating everything so that where previously we were just soliciting information and data is structured, we've moved into an unsolicited and solicited environment with structured, unstructured data.. That allows you to drive change. We work through a listen, learn, act framework, and act is the most important. That's where AI, and natural language understanding, plays a bigger role. The natural language understanding has really helped us with that particular component."

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At Connections Travel Group I discussed the future of the travel industry in Australia. On the leisure front Baby Boomers are perfect customers in the coming decade: still young and agile enough to travel, rich in time and money, and the even feel a sense of urgency in traveling the world as they feel cheated out of two golden retirement years because of the pandemic. Corporate travel will boom too. As people (except for NSW public servants 😉) continue to work from home and teams don’t see each other in person all that much, companies will deliberately create more opportunities for whole teams to come together at events. On top of that, the visiting friends and family segment will continue to grow as Australian society becomes more multicultural. After a few tough pandemic years, the travel sector has a bright future ahead. #travel #businesstravel #tourism #australia #demographics

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Bonza has entered administration, how does AI and passenger personalisation contribute to airline success... Qantas Airways is an excellent example of an airline leveraging AI to enhance marketing and customer experience and has implemented AI-powered solutions across various aspects of its operations: - Personalised Marketing Campaigns: AI can analyse customer data and deliver highly targeted marketing campaigns. By understanding customer preferences, travel habits, and purchase history, Airlines can offer personalised promotions, offers, and content to individual customers, increasing engagement and conversion rates. - AI-Powered Chatbots: Integrating AI-powered chatbots into its customer service operations, providing instant, 24/7 support to customers. These chatbots can handle a wide range of customer inquiries, from booking and reservation changes to flight information and baggage tracking, providing a seamless and hassle-free experience for customers. - Optimised Pricing and Revenue Management: Using AI algorithms to forecast demand, optimise pricing strategies, and maximise revenue. By dynamically adjusting prices based on factors such as demand, competitor pricing, and customer behaviour, this ensures it offers competitive prices while maximising profitability. - Improved Loyalty Programs: Leveraging AI to understand customer preferences and behaviour better, allowing it to tailor its loyalty programs and rewards to individual customers. Offering personalised rewards and incentives based on travel frequency, destination preferences, and spending habits increases customer loyalty and retention. By embracing AI, Qantas has delivered more targeted and personalised marketing campaigns, enhanced customer engagement and satisfaction, and ultimately attracted and retained more customers in an increasingly competitive market.

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Calling all Australian Marketers… we know just how much you love to give an opinion, that is after all what makes you all so good at your jobs, and so on that note and given the ongoing economic challenges we know you are all under meaning we all have compressed #Marketing #Budgets, it's critical to understand #Australia's #MarketingEffectiveness landscape. So we want to hear from Aussie marketers because your voice matters to shape the culture of effective marketing. Have your say by completing our short marketers' survey and you'll receive a complimentary copy of the full, in-depth #KantarAustralia x WARC state-of-the-industry report revealing the secrets to success in Australia. Visit https://lnkd.in/ga-Zc7eD

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Queensland’s tourism sector is attracting world class investment!!

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What implications will the Australian Federal Budget 2024 have on businesses, industries and sectors? Here's our first insights following the Budget announcement. https://lnkd.in/gCi9rH6F

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With every dollar counting more than ever, the drinks Aussies choose—and the ones they leave behind—will transform the beverage aisle overnight. Understanding why some drinks are flying off shelves and others are grounded is how you’ll keep your brand relevant. If you want to know which drinks are dropping into trolleys and which are being left behind, join us for our 30-minute webinar, How to DRINK your way OUT of a RECESSION. In this live fast-paced session, you’ll discover: 💰 How consumers are reshaping their beverage shopping habits—and what that means for your brand 💰 The beverage categories most vulnerable to the rising cost of living—and those that are thriving 💰 Why stockpiling might be your new best friend—and how to leverage it 💰 The recession-proof drink categories—and the ones you should worry about 💰 What’s happening with brand loyalty in the beverage sector and how it could impact your strategy 💰 If consumers are sticking with what they know or are open to new options 💰 The “nice-to-haves” that people are and aren’t still buying Webinar Details: Date: Wednesday 18th September 2024 Time: 12.30 pm to 1.00 pm Medium: Zoom webinar (recording available for all registrants) If you haven’t registered yet, secure your spot here ⇒ https://lnkd.in/gaGVzYG2 Feel free to share this with your team—they won’t want to miss these insights, either. Looking forward to seeing you there! P.S. I’m especially excited to have Morgan Loveridge on our panel. As Marketing Manager Future Brands at Suntory Beverage & Food APAC, Morgan specialises in brand management and innovation. You won’t want to miss hearing her perspective! #fmcg #consumerinsights #consumerbehavior #beverageindustry #beverages

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Some great marketers with some great thoughts on staying relevant in a changing industry thanks Paul McIntyre for supporting marketers staying relevant and growing their brands and careers Andrew Thornton Simon Cheng Chelsea Wymer CPM Anthony Voyage Australian Marketing Institute #marketingcareers #marketing

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The Duopoly Economy strikes again. Most major industry sectors in Australia are duopolistic or at best oligopolistic. Air travel is symptomatic of this configuration. Australia’s “number 3” airline REX has appointed administrators. #australia #industrystructure

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