As travel takes off and Australian marketers spend big to get in front of revenge travellers, a behavioural science expert looks at how to get it right.

Why it matters

Post-pandemic, travel and destination marketers who tap into consumer behaviour and thinking that are now driven not by logic but by emotion and biases will strike marketing gold.

Takeaways

• Building desirability has always been key in travel and destination marketing and now it’s being amped to maximum velocity.
• Intelligent marketers are tapping directly into a behavioural science heuristic known as zero risk bias, which minimises risk.
• Instilling confidence into would-be...