Intend to travel in next 12 months

Introducing the Richard and Rachael, adventure aficionados

The perennial problem: international or domestic. There's so much to see and do in Australia.

Richard travels often for work, mostly domestic flights between Sydney, Melbourne and Brisbane but he never gets to explore outside of the capital cities.

His wife Rachael wants a long haul flight, maybe to Europe. They're waiting for a good deal through their local travel agents or through their airline loyalty program.

"I like to experience new and exciting places."

Rachael prefers to book package holidays to save the stress on researching holidays, but for Richard the devil is in the detail. He prefers to sniff out the best deals himself.

Whether it's bustling cities or out of the way retreats, they both want experiences that are suitable for all the family. They are willing to be persuaded by unconventional options such as cruises or eco-adventure holidays.

When they go on holiday depends on when the best flight deals are available, flights are chosen by affinity to brand, price and flight time.

Key Stats

ACM Total Audience
Australian Reach
  • 50
    Average age
  • $100,000
    Average household income
  • 3.1
    Average household size
  • $146
    Weekly supermarket spends
Source: emma conducted by Ipsos MediaCT | People 14+ for the 12 months ending Jan 2019 | Neilsen DC Feb 2019.