New Media Driving a New Australian Travel Market

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Social media is not only transforming the way we interact, but also the way we travel, according to Australian luxury property agency Unique Estates.

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Social media is not only transforming the way we interact, but also the way we travel, according Australian luxury property agency Unique Estates.

Unique Estate’s media coordinator Tracey Brown said that interest in Australian luxury holidays has surged in recent months, a rise she attributes to a combination of factors.

“We’ve been seeing an increase in enquiries about luxury property holiday rents, and some of the factors driving that seems to be a desire for quality and increased social media use,” Ms Brown said.

“Social media creates good old fashion word of mouth in a new, fast paced and far reaching environment, so it’s not unusual to see interest in different niche areas build rapidly. It’s like a whisper campaign in a small village, but the village is global, and the villagers are in tune with each other through sharing similar likes and dislikes.

“People who make the effort to come to Australia are usually rewarded with some amazing, memorable experiences, and when they share this with friends who share it with other friends the ripple effect can become remarkable. With quality products and services, this is more pronounced.

“I think that’s part of what’s driving interest in our Australian luxury holiday rentals. People come over, have a great time, share that with others and suddenly we’re getting enquiries from all over the world. It’s a growing trend that for us is good news and makes a lot of sense,” she said.

Ms Brown calls this new tourism luxury romance or friendship travel. “We’ve noticed an interest in romance travel, where a couple will want to share a significant experience together, whether it be an Australian destination wedding, honeymoon, second honeymoon, or just a romantic sojourn. Another niche is what we call friendship travel, where a group of friends pool resources to come over and share an once-in-a-lifetime experience, an approach which makes it all very affordable.

“Whether your interest is diving the Great Barrier Reef, exploring our incredible outback, visiting Uluru, or Ayers Rock, or just hanging out with the koalas and kangaroos, why not base out of a luxury home or city apartment? You can be out on the Reef or bush, or jump into Sydney or Melbourne’s famously vibrant nightlife, and come home to very luxurious surroundings.”

Ms Brown said Unique Estates is happy to work with people to craft tailor-made Australian luxury holidays and help with planning to ensure a full yet relaxing experience.

“In today’s world people work hard and they want to get the most out of their holidays without working too hard at that. The appeal of a luxury holiday is that you’re enjoying the best things in life, and part of that is freedom from stress. Unique Estates helps you pack everything Australia has to offer in your time here, but effortlessly and with a certain laid-back panache unique to Australia.

“Unique Estates represents the cream of the Australian luxury property market especially in sales but also with rents for private holidays, corporate functions and other events. And as social media grows, so does our reputation, and this is a most welcome phenomenon,” she said.
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