Marketing Advisory, Strategy and Analytics
We are clearly seeing a divide emerge between our two highly populous, highly vaccinated states and others such as Queensland and Western Australia which, as has been well documented, have lagged behind in the race to be vaccinated
Forethought Mind and Mood Pulse - October 2021
Following our two most populated states hitting their 80% double vaccinated targets, many Victorians and New South Welsh-folk now plan to take advantage of their newly permitted freedom of movement - however this is not the case for the rest of Australia
Analytics
Forethought Mind and Mood Pulse - October 2021
Posted 05 Nov 2021Following our two most populated states hitting their 80% double vaccinated targets, many Victorians and New South Welsh-folk now plan to take advantage of their newly permitted freedom of movement - however this is not the case for the rest of Australia
For Australia’s two biggest economies - NSW and VIC, both intra and interstate travel is back on the menu. In October, both states exited lockdown and began operating within the new ‘vaccinated economy’, enjoying access to greater freedoms including travel.
Forethought’s latest Mind and Mood Pulse report for October has revealed that while Qantas and Virgin Australia reported a 150% surge in bookings [1] at the end of the month, this overall jump in travel intentions and purchases is not being reflected across all states.
In the near future, 44% of Victorians and New South Welsh-folk intend to travel intrastate, up from just shy of 1 in 3 (29%) in September. However, these same intentions marginally declined among the other states in October (from 38% to 37%).
Plans to travel interstate also jumped significantly in October among those in VIC and NSW (from 19% to 27%) while among the rest of Australia this measure remained stable (19%).
Forethought General Manager Rachel Edwardes said: “We are clearly seeing a divide emerge between our two highly populous, highly vaccinated states and others such as Queensland and Western Australia which, as has been well documented, have lagged behind [2] in the race to be vaccinated – and thus unfortunately have been granted less access to free movement”.
"The latest data on Australians' sense of Normality from the Forethought Mind and Mood report this month, supports this shift in consumer mindset away from personal freedom concerns and toward economic matters and personal goals. We saw our most significant increase in collective sense of Normality since March, with the biggest driver of Normality now being 'feeling confident in the economy' - led by NSW and VIC".
“Travel and leisure brands might to take notice of this wanderlust emerging among our two biggest states, particularly as we head into the holiday season – airlines are not the only brands that should be prepared to recharge their businesses”.
ABOUT THE RESEARCH
In our Mind & Mood study, Forethought has been tracking Australia’s sense of Normality since 27 March 2020 when our world was first shocked by the COVID-19 pandemic. We have been taking a regular pulse of national mind and mood and have now surveyed nearly 20,000 Australians.
ABOUT FORETHOUGHT
Forethought is a leading customer and marketing analytics and strategy advisory firm.
Forethought, with the largest marketing science team in Australia, partners 80 clients in Australia to drive customer and market share growth via providing the evidence and CMO advisory support focused on customer acquisition and retention strategy and market share growth. In North America, Forethought partners with the fastest growing airline, JetBlue as well as several category leading brands.