United States Market Profile: Future of Distribution
Why the US Market Deserves Your Focus
The United States is a top-performing inbound market for Australia in terms of both visitor volume and spend. American travellers typically undertake long-haul, once-in-a-lifetime holidays and are more likely to travel for longer durations and across multiple Australian regions.
As of 2024, the US market is bouncing back strongly, driven by:
A strong US dollar, making Australia a value destination
Growing access with more direct flights
Increased post-pandemic confidence in outbound travel
A renewed appetite for transformational, culturally rich and meaningful travel
But expectations have shifted — and tourism businesses must adapt to the new research and booking behaviours of this high-value market.
Understanding the American Traveller: Key Insights
1. High-Intent, High-Spend Travellers
American visitors are:
Planning longer trips, averaging 12–15 nights
Typically combining destinations like Sydney, Great Barrier Reef, Uluru, and regional gems (e.g. Kangaroo Island or the Daintree)
Spending significantly more than average, especially when trips are milestone-related (e.g. honeymoons, retirements)
According to Tourism Research Australia, the US market consistently ranks among Australia’s highest-yield inbound visitors, with longer stays and higher per-trip spend than many other source markets.
👉 https://www.tra.gov.au
💡 Case Example: An American couple celebrating a milestone birthday might book a 3-week “Best of Australia” itinerary, including a private reef snorkelling tour, a gourmet vineyard lunch, and a luxury outback lodge.
2. Independent Planners Seeking Bucket List Moments
While group tours remain popular for older Americans or alumni/special interest travel, most are Free Independent Travellers (FITs) who:
Craft their own itineraries
Travel in pairs or family/friend groups
Prioritise immersion and uniqueness
They spend months researching across platforms — but typically book within 30–60 days of departure.
3. Digital Research, Human Booking
Americans use digital channels to plan but often finalise bookings with a trusted advisor, particularly for:
Luxury and multi-stop trips
Cruises and rail journeys
Travel insurance, visa assistance, and VIP support
🧑💼 Travel advisors in networks such as Virtuoso remain key influencers in the premium and luxury market, particularly for experiential and high-value travel to Australia.
👉 https://www.virtuoso.com
💡 Tip: Prepare tailored, commissionable packages and agent-ready materials (PDFs, rates, availability sheets).
4. They Seek Value, Not Bargains
Value to Americans means:
Inclusions and exclusivity (e.g. private access, local guides, hands-on cultural workshops)
Peace of mind (flexible bookings, clear refund policies)
Once-in-a-lifetime moments
🎉 These travellers are often celebrating life events and will splurge for the right offer, especially if it’s personalised.
5. Adventure + Culture Drive Choice
The US market has shifted away from checklist sightseeing and toward transformational, meaningful travel.
Top motivators include:
Wildlife and nature (reef, rainforest, outback)
Aboriginal and Torres Strait Islander cultural experiences
Food and wine — especially when local and immersive
Epic road trips (e.g. Great Ocean Road, Red Centre Way)
Sustainable and regenerative travel
💡 Opportunity: Design and market experiences that combine nature, culture, and purpose (e.g. a reef conservation tour + Aboriginal-led storytelling walk).
6. Plan Early, Book Late
US travellers may research 6–12 months ahead, but will often book experiences and day tours 1–3 months before arrival.
This applies especially to:
Local tours and attractions
Dining, events, and entertainment
📲 Your inventory must be bookable online, with last-minute availability across OTAs, Google, and your own website.
What Tourism Operators Can Do
1. Be Discoverable Where They’re Searching
US travellers are influenced by:
Google and TripAdvisor reviews
Social platforms (especially YouTube, Instagram, Pinterest)
Travel blogs and vlogs
Destination content and peer recommendations
Your To-Do List:
Optimise your Google Business Profile and website SEO
Encourage and respond to 5-star reviews
Share visual, emotional content (not just facts)
Use terms like “bucket list Australia” and “epic Australian adventure”
2. Work With US-Based Travel Advisors
Tour operators and attractions should partner with travel advisors to reach US travellers.
Best Practice Tips:
Attend Virtuoso Travel Week, Signature Conferences, and Tourism Australia USA Missions
Create a trade pack with:
Commissionable rates
High-quality images
Customisable luxury add-ons (e.g. a helicopter picnic, chef-hosted dinner)
Agent cheat sheets and itinerary suggestions
3. Create Smart Packages for FITs
Design modular packages that combine:
Accommodation, experiences, transfers
Small-group or private activities
Welcome gifts, cultural workshops, and VIP extras
🧳 Example Package:
“Soul of the Outback – 5 Day Retreat”
Includes:
Boutique eco-lodge
Indigenous-led bush tucker walk
Stargazing tour and scenic flight
💡 Make it mobile-friendly and bookable online in parts.
4. Tell a Purposeful Brand Story
Americans love businesses with heart and values.
Tell your story — including:
Your sustainability practices
How you support local communities
Your team’s passion and personality
Behind-the-scenes introductions to guides and hosts
🧠 Emotional connection drives bookings and referrals.
5. Simplify the Booking Experience
American guests value efficiency and clarity.
✔ Offer:
USD-friendly pricing or international payment options
Transparent refund/cancellation terms
Live chat, WhatsApp or easy contact options
Clear tour options (private vs. group, deposit vs. pay now)
Social or OTA mobile checkout
💡 Add Google Pay or Apple Pay at checkout to increase conversion.
Case Study:
Outback Eco Lodge, NT
Challenge: Low midweek occupancy and poor US visibility
Strategy:
Partnered with a Virtuoso agent for a bespoke itinerary campaign
Created short-form videos featuring Indigenous culture, nature and stargazing
Offered online chat support during US time zones
Launched “Soul of the Outback” 5-day premium package
Results:
4x bookings from the US in 3 months
Featured in New York Times travel list
36% of guests upgraded to luxury add-ons
Final Takeaway: Americans Want Ease, Emotion, and Impact
The American market is ready to travel — and to invest in meaningful, enriching journeys. Your role is to:
✅ Be findable
✅ Offer value and transformation
✅ Build trust through storytelling
✅ Make booking easy
✅ Work collaboratively with agents
Want to Attract More American Travellers?
At Exceptional Experiences, we help tourism businesses:
Become trade-ready for US advisors
Design high-yield product packages
Tell brand stories that connect
Implement smart sales and marketing strategies
👉 Book your 15-minute strategy session with Sarah Colgate to unlock your action plan:
Navigating the Future of Travel Distribution
Building High-Value Partnerships to Grow Your Tourism Experience Business in Australia & New Zealand
