Digital Marketing News

Trans-Tasman Bubble: Creating a Buyer Persona for Aussie Travelers

Apr 21, 2021

As of 19 April 2021, the TransTasman bubble has opened up, allowing two-way quarantine-free flights between New Zealand and Australia. Since the rapid escalation of the Covid-19 pandemic in March 2020, many countries around the world shut down their borders in an attempt to contain the spread of the virus — New Zealand, included. 

With countries now having better control of the virus and vaccines rolling out, a travel bubble has been put in place between Australia and NZ so people can freely travel between the two countries. This can mean a big increase in visitors for travel businesses. Historically, Australia has been one of the biggest sources of international travel into New Zealand, making up 40% of the total. Prior to the border closure, arrivals were expected to grow by 3% per annum according to Tourism New Zealand.

If you are in the travel space, FIRST highly recommends creating a buyer persona for your potential Australian visitors. Personas are used to attract your ideal customers. You can use it by creating content and marketing pieces that speak directly to your customers and connect with them at an emotional level. This could help them go through the sales funnel and achieve your objectives, thereby converting better when they are in your website. 

A buyer persona, also known as a customer persona or a marketing persona, is a detailed description of someone who represents your target audience. We recommend giving your persona a name, demographic details, interests, and behaviour traits. When creating personas, we also include their goals, pain points, sources of information, possible objections to the purchase process, and other relevant information regarding their buying pattern.

Read more here.