- Australia’s tourism operators that have been doing it tough amid the cost of living crisis are relying on the festive period to stay afloat.
- Aussies are expected to spend up to $7.6 billion on gifts this Christmas - yet 69% are slashing their spending to get the most out of their festive dollar.
- Big Red Group, ANZ’s largest experience marketplace, says Aussie consumers can make their gift count by giving experiences over material things this Christmas.
With Australians expected to spend approximately $1,500 each on Christmas festivities this year, it’s a crucial time for the nation’s tourism and experience industry - and particularly SMEs who rely on festive dollars to stay afloat.
To dial up support for its network of over 3,000 experience operators nationwide, Big Red Group, ANZ’s largest experience marketplace, is calling upon consumers to support the backbone of Australia by gifting stories over stuff this Christmas.
The company points to research showing that nearly three in five (58%) Aussies would rather create new memories from a shared experience than receive a physical gift at Christmas - and how this shift away from consumption can benefit the nation’s SMEs.
David Anderson, CEO Big Red Group, says Aussies can make their gift count for their local community as well as their loved ones this Christmas:
“Christmas has, and always will be, an incredibly important hallmark for Australia’s tourism and experiences industry - and after a testing few years, it’s imperative that we get behind the SMEs operating in this space this year.
“80% of tourism businesses employ five people or less, so purchasing ‘stories over stuff’ helps support the backbone of Australia - and can unlock additional spending for local communities too. We know that the majority of Aussies value experiences and memories over material things, so we’re encouraging their loved ones to fulfil this desire over the holiday period.
“At Big Red Group, we’re offering a way for small Australian and regional tourism businesses to acquire customers online, giving them access to a wider audience and ensuring they can maximise their opportunity to ‘win Christmas’”
Queensland-based Lumber Punks Axe Throwing is one experience operator that looks forward to the Christmas period.
Sam Hay, co-owner of LumberPunks Axe Throwing, says that while the business is growing, it's been harder to secure bookings during the off-season due to increased competition:
“Christmas is the most important time of year for us. From small family groups to Christmas parties of 80+ people, we can see how much our customers value doing experiences with their family and friends over the holidays - and we love providing them with an accessible and inclusive environment to do it in.
“Having just relocated to an exciting new premise on the Gold Coast, we’ve grown considerably since first starting out in 2017, but have found with the growing cost of living, it has become ever challenging to secure bookings as consumers cut back on spending on entertainment and experience-based businesses.
“That’s why it’s so important to give the gift of experiences at Christmas. It keeps festive dollars local and helps to support not only the operator, but the wider community too. We partner with a range of local hospitality businesses throughout the year, so the experience doesn’t end with us, it goes on to the next place too!”
* Liam Bettinson at liam.b@wearedifferentpr.com.au
To dial up support for its network of over 3,000 experience operators nationwide, Big Red Group, ANZ’s largest experience marketplace, is calling upon consumers to support the backbone of Australia by gifting stories over stuff this Christmas.
The company points to research showing that nearly three in five (58%) Aussies would rather create new memories from a shared experience than receive a physical gift at Christmas - and how this shift away from consumption can benefit the nation’s SMEs.
David Anderson, CEO Big Red Group, says Aussies can make their gift count for their local community as well as their loved ones this Christmas:
“Christmas has, and always will be, an incredibly important hallmark for Australia’s tourism and experiences industry - and after a testing few years, it’s imperative that we get behind the SMEs operating in this space this year.
“80% of tourism businesses employ five people or less, so purchasing ‘stories over stuff’ helps support the backbone of Australia - and can unlock additional spending for local communities too. We know that the majority of Aussies value experiences and memories over material things, so we’re encouraging their loved ones to fulfil this desire over the holiday period.
“At Big Red Group, we’re offering a way for small Australian and regional tourism businesses to acquire customers online, giving them access to a wider audience and ensuring they can maximise their opportunity to ‘win Christmas’”
Queensland-based Lumber Punks Axe Throwing is one experience operator that looks forward to the Christmas period.
Sam Hay, co-owner of LumberPunks Axe Throwing, says that while the business is growing, it's been harder to secure bookings during the off-season due to increased competition:
“Christmas is the most important time of year for us. From small family groups to Christmas parties of 80+ people, we can see how much our customers value doing experiences with their family and friends over the holidays - and we love providing them with an accessible and inclusive environment to do it in.
“Having just relocated to an exciting new premise on the Gold Coast, we’ve grown considerably since first starting out in 2017, but have found with the growing cost of living, it has become ever challenging to secure bookings as consumers cut back on spending on entertainment and experience-based businesses.
“That’s why it’s so important to give the gift of experiences at Christmas. It keeps festive dollars local and helps to support not only the operator, but the wider community too. We partner with a range of local hospitality businesses throughout the year, so the experience doesn’t end with us, it goes on to the next place too!”
* Liam Bettinson at liam.b@wearedifferentpr.com.au
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