How Tourism Australia Shifted Its Brand Toward the Luxury Customer
Skift Take
Selling luxury travel today is all about options. Luxury travel brands are delivering more immersive, personalized travel experiences targeting a broader consumer base by age, source markets, and evolving traveler psychographics.
Last week we released our latest report in the Skift Trends series, The Changing Business of Selling Luxury Travel.
Below is an extract. Get the full report here to get ahead of this trend.
Australia provides an excellent case study of a destination with a strong brand perception that wanted to shift that perception toward a more upscale audience. For decades, the country was known as fun, laid-back and outdoorsy thanks to the high-profile campaigns selling that imag
