Online travel giants set new record for marketing spend in ’23 by Mitra Sorrells 14/03/2024
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Financial figures from Expedia Group, Booking Holdings, Airbnb and Trip.com Group – four of the largest online travel agencies in the world – show the companies spent a record amount of money to promote their brands and attract customers in 2023, as pent-up demand from the pandemic is still driving spending.
Collectively these four brands spent a staggering $16.8 billion on sales and marketing last year (reported by Booking Holdings as just marketing), up 20% from just more than $14 billion in 2022.
It’s a clear sign of the intense competition these companies are facing as they fight to capture bookings and as they compete both with one another and with suppliers such as hotels and airlines that are all vying to drive direct business.
But beyond the eye-popping figure of total spend, Trip.com Group stands out as the company that had the biggest jump in its marketing budget in 2023. After dramatically reducing its spending in 2020, 2021 and 2022 due to persistent COVID-induced travel restrictions in China, last year as restrictions came down the online travel company returned to pre-pandemic levels of marketing spending. In 2023 Trip.com Group allocated $1.3 billion to sales and marketing – an increase of $117% over the 2022 figure of just more than $600 million and on par with its spending in 2019.
But as a percentage of revenue, Trip.com Group is showing increased efficiency in its marketing. The spending was 26% of revenue in 2019, 21% in 2022 and down to 20% in 2023.
In a call with analysts to discuss its fourth quarter and full year 2023 financial results, Trip.com Group CEO Jane Sun said the company is using its marketing budget to enhance its global market presence and also to expand its user base among “elderly demographics” – in the fourth quarter the number of users over age 50 increased by more than 90% compared with 2019.
“And this is just a beginning to capitalize on the market opportunity for the retired community, which has spending power and ample time,” she said. The company also said it will continue to optimize its marketing spend by focusing on increasing its direct traffic and improving cross-selling within its platform.
Airbnb focuses on “education”
Airbnb has always touted the fact that the majority of its traffic – 90% is the latest figure – is direct or unpaid and that it spends a relatively small percentage of its revenue on advertising. In 2023 that figure was just over 18%, with spending of $1.8 billion on revenue of $9.9 billion.
In a call with analysts to discuss the latest results, co-founder and CEO Brian Chesky reiterated the company’s “full funnel approach.”
“As you know, we have a very different approach to marketing than our competitors,” he said. “We’re not really typically trying to buy customers through performance marketing. We generally … think of advertising more as education than sales.”
Chesky also called out the company’s success at “tapping into the biggest moments in pop culture,” such as partnering with Mattel to turn a Malibu mansion into the “Malibu Barbie DreamHouse” listing on Airbnb.
“That became a phenomenon on social media, and it got more press, more articles than our IPO. In fact, three times as many articles were written about the Barbie Malibu DreamHouse as Airbnb’s IPO, just to give you a sense,” Chesky said.
Airbnb is also using targeted efforts in key markets. Dave Stephenson, the company’s new chief business officer who was still the chief financial officer at the time of the earnings call in February, said during the analysts’ call that in some countries Airbnb is using a “small team [to] do very targeted social marketing, PR, communications, use influencers, search engine marketing that can build on top of brand marketing.”
Stephenson said this year there may be some incremental costs as the company expands to new countries and adds new business area, but he expects marketing costs as a percentage of revenue to remain roughly the same as it was in 2023.
If you are interested in presenting, either in person or online, but not yet ready to send an abstract or register for the conference, please help our planning process by sending an Expression of Interest soon and letting us know what topic you would like to talk about (or display a poster on) A detailed report will be published on this website after the conference, as was done for our 2022 event
From Merriam-Webster Thesaurus: “to make plain or understandable.” They elaborate that “Some common synonyms of interpret are elucidate, explain, explicate, and expound. While all these words mean “to make something clear or understandable,” interpret adds to explain the need for imagination or sympathy or special knowledge in dealing with something.
Nature Interpretation
A traveller arrives at a new destination. Before him is a stretch of woodland with many inhabitants: small furry creatures with a bizarre love-life, feathered ones with amazing architecture skills, plants with intriguing ways for attracting pollinators, and some are tiny but beautiful insects.
The geological history that made it all possible is quite a story in itself. But the traveller sees only a stretch of smallish trees with some hills in the background, takes a few photos, and leaves without ever knowing what was there.
I used to visit Glacier Rock TeaHouse south of Adelaide. An ancient glacier (yes, Australia did once have glaciers) had lifted a huge granite boulder while passing through Visitor Harbour and dumped it there in soft sediments.
Visitors can now see it easily in the creek bank, all these 500 million years later, as well as scratch marks on nearby rocks from the glacier slowly moving over them.
But most visitors called in, had a cup of tea/coffee and snack and left again without any idea of what was sitting there beneath them. That always seemed a shame.
I’ve been on wildlife tours in various countries where animals have been pointed out and named, everyone gets a photo and we move on without any new insights into the behaviour or ecology or conservation needs of the animals we’ve just seen.
I’ve been on other tours with excellent guides, where I came to know and understand a lot more about all the species we encountered and how they fit into the ecosystem.
Tourists vary hugely in their desire to learn. Some ask questions about almost everything, while others just want a few photos to show friends. But there are ways of making things interesting even for those who don’t initially feel the need to learn.
Why should we want tourists to learn about wildlife?
We (as guides or ecolodge managers or zoo-keepers) are ourselves entranced by the wildlife we’re showing people, and enjoy sharing our enthusiasm
If people understand more about the animals they may better understand why they should behave in certain ways to avoid disturbing them, and also support conservation efforts of others
black flying fox: Araucaria Ecotours
If we can “hook” visitors with interesting stories and information about the animals it can enhance their satisfaction with the whole tourism experience and more likely return or recommend to friends
It may open up whole new words for the traveller, who will start to see how fascinating nature can be, and develop a whole new hobby while traveling and even after returning home
It can add to the knowledge of amateur naturalists, ecology students, biology lecturers, nature journalists and others – and suggest to them further possibilities for research, writing and other wildlife-based activities.
Topics for this conference:
How do we best design interpretive experiences for a variety of visitors – different age groups, levels of interest or prior knowledge, different levels of understanding of the language spoken by the guide, different cultural backgrounds etc.?
How can we awaken interest in the “forgotten fauna”: reptiles, insects, rat-like mammals, small brown birds etc. with interesting behaviours or important ecological roles?
What are the best ways to use story-telling to capture interest and also impart some important or fascinating information?
How can we best guide our visitors’ behaviour for minimal-impact viewing?
Different methods of interpretation: face-to-face guiding, self guided nature trails, interpretive signage in zoos or wilderness areas, apps, websites, virtual reality etc
What to avoid when giving out information (e.g. don’t make things easy for poachers) or opinions (e.g. clarify the difference between fact and opinion, examine your own possible biases).
Anything else of relevance to interpreting wildlife and their habits to visitors.
This conference will be of interest to wildlife and general tour guides, LGA parks and gardens managers, national parks and reserves managers, ecotourism operators, wildlife park operators, wildlife refuges with public facing
The Tweed Tourism Company takes out GOLD at national awards
An image from The Tweed Tourism Company’s A Slow Road to Tyalgum drive campaign, developed following the Covid-19 and 2022 flood. The campaign was part of a collective body of work that earned the company the coveted GOLD award for best Tourism & Marketing campaign at the prestigious Australian Tourism Awards held in Darwin on 15 March 2024.
The Tweed region is celebrating a GOLD win, a Silver award and finalist recognition at the Australian Tourism Awards, held in Darwin on Friday 15 March:
GOLD: The Tweed Tourism Company – Tourism Marketing & Campaigns
The Tweed Tourism Company has taken out the highly coveted GOLD for tourism marketing and campaigns at the prestigious Australian Tourism Awards held in Darwin on Friday 15 March.
Presented by Tourism Australia, the GOLD winning Tweed campaign was awarded as Australia’s best tourism marketing for 2023 amongst an impressive national field and ahead of Rockhampton, Queensland (Silver) and Mandurah, Western Australia (Bronze).
The Australian Tourism Awards are the tourism industry’s peak national awards and this year saw over 180 leading tourism operators vying for top honours across 26 categories, with more than 1,000 people in attendance from across Australia.
The winning Tweed campaign was a collective body of work aligned with a Covid recovery strategy that included promotion of the new Northern Rivers Rail Trail, a Slow Road to Tyalgum drive campaign, hosting of the Australian Society of Travel Writer’s Convention and Australia’s first Wellness Tourism Summit.
The recovery strategy aligned with Tourism Australia’s THRIVE 2030, which aims to achieve pre-COVID levels of domestic visitation by the end of 2024, and incorporated a cooperative campaign in partnership with Destination NSW under its Feel New brand.
Also celebrating on the night were Potager – A Kitchen Garden, taking out SILVER for Tourism Restaurants & Catering Services and Husk Farm Distillery, a FINALIST in the Tourism Wineries, Distilleries & Breweries category.
At a state level, the Tweed was the most awarded region outside of Sydney, with the capital city’s 4 finalists taking a Gold and Silver, along with 2 category finalists.
Sally Scott, General Manager of The Tweed Tourism Company, said being recognised on the national stage was an incredibly proud moment and a shining reflection of the region’s collective efforts.
“This exciting GOLD win at the national level is a true celebration of the hard work, innovation and tenacity of the Tweed’s amazing tourism operators and the strength of our great partnership with Tweed Shire Council,” Ms Scott said.
“For our Tweed marketing campaigns to be recognised as the best in Australia amongst so many stellar destinations and products is a humbling acknowledgement and one that affirms the Tweed’s place as one of the country’s leading tourism regions.
“We are incredibly proud of the brilliant Tweed tourism businesses that were also recognised at this year’s Australian Tourism Awards with Potager awarded Silver and Husk Farm Distillery a Finalist, each in their respective categories.
“The exceptional results for the Tweed are a shared accolade for all of our remarkable tourism businesses who navigated through the many challenges of Covid, evolved their product and who continue to work hard every day to deliver incredible visitor experiences.”
Mayor of Tweed Shire Chris Cherry said the outstanding results at the Australian Tourism Awards were testament to the Tweed’s proactive tourism industry, its compelling visitor experiences and impactful consumer marketing campaigns.
“The extended state border closures during COVID-19, along with severe flooding in 2022, were very difficult times for our region, but these challenges galvanised our tourism partners, The Tweed Tourism Company and local operators to develop a strategic response that supported the community through recovery,” Cr Cherry said.
“We are so proud of these outstanding results and, in particular, I congratulate The Tweed Tourism Company for bringing home GOLD in the highly competitive Tourism Marketing & Campaigns category.
“The fantastic success of our local businesses at these national awards, also including Potager and Husk Farm Distillery, is such great recognition of all the hard work, creativity and resilience of the Tweed’s tourism industry and a moment of immense pride for the Tweed business community.”
Managed by the Australian Tourism Industry Council, the Australian Tourism Awards are an annual celebration for all tourism businesses across the country to gather together and recognise outstanding achievements in customer service, innovation and resilience.
For more information on the awards visit:
Full list of winners:
Tourism Marketing & Campaigns GOLD – The Tweed Tourism Company NSW SILVER – Rockhampton Regional Council – Explore Rockhampton QLD BRONZE – BIG Reasons to visit Mandurah – Visit Mandurah WA
Tourism Restaurants & Catering Services GOLD – Grain of the Silos TAS SILVER – Potager NSW BRONZE – CORE Cider House WA
Visitor Information Services GOLD – Canberra and Region Visitors Centre CBR SILVER – Mandurah Visitor Centre WA BRONZE – Port Lincoln Visitor Information Centre SA
Festivals and Events GOLD – National Capital Authority – Lights on the Lake CBR SILVER – 2023 Ord Valley Muster WA BRONZE – Tumbafest Inc NSW
Cultural Tourism GOLD – Royal Australian Mint CBR SILVER – Fun Over 50 Holidays – Immersive Tours and Adventures QLD BRONZE – Geelong Gallery VIC
Unique Accommodation GOLD – Cygnet Bay Pearl Farm WA SILVER – Jamala Wildlife Lodge CBR BRONZE – Woodhouse Adventure Park SA
Tourism Retail, Hire and Services GOLD – Origins Market WA SILVER – The Museum Shop at the National Museum of Australia CBR BRONZE – Go Adventure Nagambie VIC
Caravan & Holiday Parks GOLD – BIG4 Adventure Whitsunday Resort QLD SILVER – Alivio Tourist Park Canberra CBR BRONZE – NRMA Phillip Island Beachfront Holiday Park VIC
Ecotourism GOLD – Fun Over 50 Holidays – Immersive Tours and Adventures QLD SILVER – Sydney by Kayak NSW BRONZE – National Arboretum Canberra CBR
Aboriginal and Torres Strait Islander Tourism Experience GOLD – wukalina Walk TAS SILVER – Cape York Peninsula Lodge QLD BRONZE – Ngurrangga Tours WA
Self-Contained Accommodation GOLD – The Woods Ocean Grove VIC SILVER – Tree Chalets WA BRONZE – The Granary | Richmond Hill TAS
Hosted Accommodation GOLD – The Dragonfly Inn TAS SILVER – Narrows Escape Rainforest Retreat QLD BRONZE – Kangaroo Ridge Retreat VIC
New Tourism Business GOLD – On Board TAS SILVER – Nexus Airlines WA BRONZE – Port River Cruises SA
4 – 4.5 Star Deluxe Accommodation GOLD – Beach Huts Middleton SA SILVER – Ship Inn Stanley TAS BRONZE – Cape York Peninsula Lodge QLD
5 Star Luxury Accommodation GOLD – The Reef House Boutique Hotel and Spa | Adults Tropical Escapes QLD SILVER – Chocolate Gannets VIC BRONZE – Pullman Bunker Bay Resort WA
Business Event Venues GOLD – Darwin Convention Centre NT SILVER – Peppers Silo Hotel TAS BRONZE – Pullman Bunker Bay Resort WA
Tour & Transport Operators GOLD – Air Adventure Golf TAS SILVER – Swan River Seaplanes WA BRONZE – NT Bird Specialists Birding & Photographic Safaris NT
Major Tour & Transport Operators GOLD – Pennicott Wilderness Journeys TAS SILVER – Ocean Rafting QLD BRONZE – Searoad Ferries VIC
Adventure Tourism GOLD – Ocean Rafting QLD SILVER – Bendleby Ranges SA BRONZE – Balloon Aloft Australia NSW
Excellence in Accessible Tourism GOLD – Adelaide Fringe SA SILVER – Accessible Accommodation VIC BRONZE – Katherine Outback Experience NT
Excellence in Food Tourism GOLD – Love Lord Howe NSW SILVER – The Truffle Farm – Home of Australia’s first black Truffle TAS BRONZE – Adelaide Showground Farmers’ Market SA
Tourist Attractions GOLD – Katherine Outback Experience NT SILVER – Bundaberg Rum Distillery Visitor Experience QLD BRONZE – d’Arenberg SA
Major Tourist Attractions GOLD – Australian Reptile Park NSW SILVER – Currumbin Wildlife Sanctuary QLD BRONZE – Zoos Victoria – Melbourne Zoo VIC
Major Festivals and Events GOLD – Toowoomba Carnival of Flowers QLD SILVER – Tesselaar KaBloom VIC BRONZE – Darwin Festival NT
The Tweed rules! Award winners at the prestigious 2024 Australian Tourism Awards held in Darwin on Friday 15 March are from left: Greer Zunker (TTC), Steve Cox (Destination NSW), Sally Scott (TTC), Pete Burr (Potager) and Harriet Messenger (Husk Distillers).
Tweed Shire Council wishes to acknowledge the Ngandowal and Minyungbal speaking people of the Bundjalung Country, in particular the Goodjinburra, Tul-gi-gin and Moorung – Moobah clans, as being the traditional owners and custodians of the land and waters within the Tweed Shire boundaries. Council also acknowledges and respects the Tweed Aboriginal community’s right to speak for its Country and to care for its traditional Country in accordance with its lore, customs and traditions.
Kunghur community celebrates re-opening of historic hall
Kunghur Hall provides a great venue for all types of community functions.
Kunghur Hall is now open for community hire. The multi-purpose space, fit with stage, polished flooring and activity room is suitable for private events, regular classes and a range of other activities.
To celebrate the opening of the hall for community hire, Council hosted a community event on Sunday 25 February complete with a sausage sizzle, live music by Mark Ferguson and Phillip Glass, and the captivating storytelling from local bush poet, Paddy O’Brien.
Kunghur Hall is now open for communty hire. There will be a free movie afternoon at the hall on Saturday 13 April.
The hall’s stage and sizeable outdoor areas were the perfect setting for the afternoon which also featured the Tweed Regional Museum’s mobile exhibition Museum on Wheels (MoW) and local members of the Kunghur Rural Fire Service.
Council’s Team Leader – Community Wellbeing Lisa Francisco said the hall would be widely used for a range of purposes.
“It’s taken some time to get the hall ready for the community – it’s fantastic to be able to offer it to residents, who can now book the space for regular or one-off events,” Ms Francisco said.
“The hall has such a rich history and the space has so much character, it can be used for everything from art exhibitions to events to classes, you name it.
“If you’re thinking of booking a space, please do check it out.”
Council will host a free family friendly movie afternoon at Kunghur Hall on Saturday 13 April which will feature a screening of the popular film, Hunt for the Wilderpeople. The screening will offer guests free popcorn and seating via complimentary beanbags. The event starts at 2 pm.
Situated in the heart of Kunghur, the hall was built in 1915 and was used for a range of activities including community dances, celebrations and more recently, a pre-school.
The hall joins other venues available for hire across the Tweed, including Kingscliff Hall, Banora Point Community Centre and Tweed Heads South Community Centre which are all bookable through Council.
Council offers these venues for hire to help facilitate the building of strong community bonds and to help people be more active and healthy.
To book your free tickets to a Free Movie Afternoon at Kunghur Hall: Hunt for the Wilderpeople, visit humanitix.
Local bush poet Paddy O’Brien entertains the community at the recent Kunghur Hall open day.
Tweed Shire Council wishes to acknowledge the Ngandowal and Minyungbal speaking people of the Bundjalung Country, in particular the Goodjinburra, Tul-gi-gin and Moorung – Moobah clans, as being the traditional owners and custodians of the land and waters within the Tweed Shire boundaries. Council also acknowledges and respects the Tweed Aboriginal community’s right to speak for its Country and to care for its traditional Country in accordance with its lore, customs and traditions.
“Northern Rivers and Gold Coast hinterland function venue finder, listing meeting venues for hire, including community halls and public halls, suitable for events, workshops, and seminars. Also ideal for a family celebration, weddings, receptions and family gatherings.”
Endless fun for families at new play space in Tweed Heads
The newly upgraded park at Recreation Street, Tweed Heads was officially opened today. The upgrade includes larger and more challenging play equipment for kids, a shade structure for sun protection, natural play integration into the landscape and access improvements through the play space.
A newly upgraded, inclusive playground at Recreation Ground at Tweed Heads was officially opened on March 15th, providing much-needed play space for young families in the most populated area of the Tweed Shire.
Works on the upgraded park were completed and opened to the public in late December 2023 – just in time for the busy summer holiday season and much to the delight of children and families in the region.
Young fans of the new playground at Recreation Ground, Tweed Heads.
NSW MLC Emily Suvaal representing NSW Minister for Planning and Public Spaces Paul Scully, Tweed MP Geoff Provest and Deputy Mayor of Tweed Shire Meredith Dennis, were on hand today to cut the ribbon and officially open the revitalised public space.
The $1 million upgrade includes:
new play equipment for children aged 2 to 12-years-old
wings
nature play with teepee
bouldering wall
basketball key
built shade structure and umbrellas
accessible barbecue
picnic setting and seating
landscaping and additional tree planting
new accessible amenities block
an accessible parking space and linking pathways.
The upgrade has been made possible thanks to a $400,000 grant from the NSW Government’s Regional Housing Fund and $200,000 through its Everyone Can Play grant. Council contributed $400,000 towards the project, including funds to build a new amenities block.
Minister for Planning and Public Spaces Paul Scully said it’s important to support additional growth in areas such as the Tweed Shire by delivering critical infrastructure and high-quality open space to unlock new housing supply.
“The NSW Government is supporting more homes by considering every aspect of building a thriving community. This means open spaces and infrastructure to support friends catching up, families taking their kids to play or people taking their dog for a walk,” Mr Scully said.
“This new playground in Tweed Heads will directly benefit nearly 2,000 households who will have a new open space to come together, play, picnic and relax.”
Attending the event, Ms Emily Suvaal MLC congratulated Council on their commitment to delivering quality green, open and public space while also providing an inclusive playspace that people of all ages and abilities can enjoy.
Deputy Mayor of Tweed Shire Meredith Dennis said the upgrade to Recreation Ground was vital, given its proximity to the Tweed Heads CBD.
“The installation of new play equipment and youth recreation facilities is especially important given the projected population growth of Tweed Heads,” Cr Dennis said.
“The play space is an integral component towards achieving the Tweed’s vision to reinvigorate the regional city, provide state-of-the-art play spaces and outdoor space which strengthen community connectivity and provide an elevated user experience.”
The official ribbon cutting ceremony at Recreation Ground, Tweed Heads.
The new inclusive park and play space is an outcome of community consultation as part of the Open Space Strategy 2019 – 2029.
Council sought community feedback for the upgrade of Recreation Ground between 2 November and 7 December 2022 to find out how the district park could be improved with more than 100 locals responding. Local youth (12 to 24 years) were also engaged in a co-design workshop to inform the final design.
A fenced off-leash dog area was also proposed for this location however, this would be Stage 2 of the project and is currently unfunded.
“This exciting project is one way Council is providing the community with more opportunities to be active and healthy and even more reasons to love the Tweed,” Cr Dennis said.
Tweed Shire Council wishes to acknowledge the Ngandowal and Minyungbal speaking people of the Bundjalung Country, in particular the Goodjinburra, Tul-gi-gin and Moorung – Moobah clans, as being the traditional owners and custodians of the land and waters within the Tweed Shire boundaries. Council also acknowledges and respects the Tweed Aboriginal community’s right to speak for its Country and to care for its traditional Country in accordance with its lore, customs and traditions.
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