Tourism on the Sunshine Coast continues to grow and we haven’t even hit summer yet! With Queensland Tourism and Events reporting 4.5 million overnight visitors on the Sunshine Coast for the year ending March 2024, it’s safe to say the industry is growing.
If you own a hospitality or tourism business on the Sunshine Coast, you may be wondering how you capture a piece of the $4.2 billion that tourists are spending here. The trick? Know how to market to them.
If you do any type of marketing for your Sunny Coast tourism or hospitality business, you’ll want to know what tourists are searching for in 2024.
In this post, we’ve gathered the latest research to inspire you with practical ways to apply these marketing trends to your local tourism business. Keep reading for 7 must-know, tourism and hospitality trends in 2024!
1. Sleep Tourism
Sleep tourism is a growing trend amongst Australians who are sleep-deprived and ready to switch off. When you see that it’s an industry worth $US690 billion worldwide, you’ll want to rub the sleep out of your eyes and get cracking on this trend.
Travelers are tired; which is why sleep tourism is an escalating trend across Australia that more Australian hotels are waking up to. In an effort to capture these sleep-deprived visitors, hotels are starting to offer sleep classes, butlers, yoga and meditation classes to guests. It’s no wonder Shopify reported a 237.5% rise in Australians buying sleep machines.
market your sunshine coast accommodations as a sleep haven
The Sunshine Coast’s coastal environment naturally caters to the sleep trend because of its proximity to the beach. We see restaurants and entertainment venues close relatively early compared to Brisbane, Sydney or Melbourne. This is likely because so many locals dip into sleep early so they can jump into the ocean before going to work.
For example, if you’re an Airbnb host on the Sunshine Coast, you can highlight features of your accommodation that will help guests maximise their sleep cycle. In your listing, you could highlight details like:
- Remote location or quiet environment that caters to uninterrupted sleep
- White noise machine
- Aircon or fan for a cool, comfortable sleeping environment
- Room darkening shades or curtains
- Complimentary earplugs
- Calming touches or amenities like a bathtub, diffuser, blue light blocking glasses, massage gun, or meditation space
Good marketing is about understanding what your audience needs. By catering to the sleep-deprived, you’ll stay on top of this trend.
2. Stay-cays are in
More Australians are cutting back on lavish trips to Europe in favour of the humble Stay-Cay. NAB reports,
“one in four Australians said they were likely to reduce spend on travel in the next 12 months, both internationally and domestic.”
A staycation (“stay” + “vacation”) allows people a low-cost, convenient and time-efficient way of taking a break from the grind. This is part of the reason why local caravan parks on The Sunshine Coast are booming more than ever.
Now that Australians are prioritising their savings accounts over international travel, consider marketing strategies that attract Queenslanders.
Offer a staycation experience on the Sunshine Coast
Staycationers are typically busy professionals or families looking for a seamless getaway experience. To make it easier for them, partner with another Sunshine Coast business to create a custom getaway package. Consider who you want to target with the experience and go from there.
If you offer overnight guest accommodations, here’s a few collab ideas you could use market to busy families looking for a staycation experience:
- Collaborate with a local surf shop to offer complimentary surf lessons to guests.
- Offer guests a list of family-friendly restaurants in your local area. Highlight places like Terella brewing or The Local Parklakes where there’s plenty of open space for both kids and adults to enjoy themselves.
- Collaborate with a local café to offer a free beverage to guests. Babycinos included.
- Offer discounted tickets to attractions like the Australia Zoo, Sea Life, or The Ginger Factory.
- Don’t forget the pups! Team up with a local groomer or dog day care centre like Doggie Adventure Playhouse to pamper guests’ pets.
3. sustainable travel options
If you still think “sustainability” is a buzz word in 2024, it’s time to seriously reconsider your marketing strategy. The World Economic Forum reports:
“In the 2023 Sustainable Travel Report, which collected responses from over 33,000 travellers around the world, Booking.com found that a vast majority of those who travel are looking to do so in a more sustainable manner. Around 76% of respondents want to travel sustainably over the next 12 months.”
We’re seeing prominent tourism companies like Accor Queensland hotels get certified by EcoTourism Australia. This certification from EcoTourism allows them to get recognised for their sustainable initiatives and practices. More locally, the Caloundra City Centre Motel reopened as the Motel Caloundra, Sunshine Coast’s first net-zero energy hotel.
We’ve also seen popular Sunshine Coast tourist destinations like Mooloolaba’s Sea Life, get recognised as a Sustainable Tourism Accredited Business. Plus, there’s more sustainable businesses popping up on the Sunshine Coast for tourists to indulge in. Places like the Sunshine Coast Vintage Market in Mooloolaba, Thrifter, QCamel, Aromas Noosa, and Kondalilla Restaurant.
If you own a sustainable Sunshine Coast tourism business or venue, read below for marketing tips to promote your eco-friendly offerings.
sustainable marketing ideas
- Offer discounts to travellers who use public transportation, opt for carbon offset flights
- Run a #TravelGreen or #EcoTourism campaign where travellers share photos and stories about how they travelled sustainably with your company
- Offer a discount on beverages for customers who bring reusable bottles/coffee cups
- Host a local beach clean-up or tree-planting and market it as part of your business’s sustainable initiatives
- Write blog posts about sustainable travel tips
4. TikTok is the new travel guide
If you don’t have marketing specialists promoting your tourism business on TikTok, you’re missing out on an entire audience.
Student Universe, the world’s largest student and youth travel agency, released a report in 2024 based on a survey of 4,000 students. In it, 89% of Gen Z travellers admitted they discover new travel destinations through TikTok. Plus, 40% reported they booked a holiday after watching TikTok content about it.
We’re seeing more Gen Z travellers interested in exploring places that are unknown to the general public. The Sunshine Coast is already a well-known tourist destination for Australians, so you may want to set your sights on international guests for this trend. More international tourists have yet to discover our stunning beaches, Hinterland forests, and local markets.
So if you don’t already have a TikTok account for your Sunny Coast tourism or hospo business in 2024, get one.
Hire a travel influencer
It’s time to consider hiring a TikTok influencer to promote your brand. Tourism Australia has shown us that with the right influencer, your business could expect up to 30 million views on a post.
Plus, it may not be long before Australia follows Scotland’s lead and replaces tourist information centres with TikTok videos and influencers.
5. Sober Travel is gaining popularity
Good news for Sunshine Coast retreat centres and booze-free dining venues: Mental health is in and partying until dawn is out.
Student Universe found 83% of Gen Z tourists would consider taking a vacation without any alcohol whatsoever. They prefer sightseeing, exploring new cultures and relaxing.
We wouldn’t be surprised if a non-alcoholic brewery like Gold Coast’s Sobah, pops up on the Sunshine Coast one day.
Catering to sober travellers on The Coast
- Include non-alcoholic beers, spirits, mocktails, and spritzers in your restaurant or bar
- Focus on marketing local experiences available to guests who stay at your hotel or holiday park
- Entice hostel guests with cultural excursions rather than local bar hopping
6. Branded Airbnb experiences
As Airbnb continues to grow in popularity, niching down is one of the best marketing strategies you can do to stand out from your competition. That’s why we’re seeing more Sunshine Coast Airbnbs offering an entire branded experience to their guests.
Remember, you’re offering guests more than a room. You’re telling them a story with every pillow, arm chair, and framed photo you include in your space. If you’ve never considered developing your Airbnb listing around a brand identity, take a look at our post on brand identity to explore all the features of a successful one.
Tips for creating a branded Airbnb on the Sunshine Coast
- Establish a name for your listing that highlights its main attraction: “Relaxing Noosa Cottage” or “Tropical Hinterland Hideaway”
- Add details that support your listing name: “500 metres from the beach” or “Airy, space nestled surrounded by 100-yr old gum trees”
- Highlight features of your property that tie into your listing: “Kayak available for exploring Noosa waterways”
- Get a custom logo designed for your property by a local marketing agency on the Sunshine Coast
- Use your logo to create branded pillowcases, towels, stubby holders, or labels to stick onto local treats guests can take home with them
If your Airbnb’s brand is already slaying, it could be time to look at a long term marketing option. Consider building a website for your Airbnb property. Then, with the help of local SEO to attract tourists, you won’t need to depend on Airbnb for guests.
Want more tips on marketing your Airbnb rental? Read our article on how to stand out in a competitive Airbnb market.
7. Accessible tourism
The Queensland government announced a Year of Accessible Tourism from 2023-2024. Accessible tourism promotes tourism experiences that everyone can enjoy, no mater their disability, physical, or mental limitations may be. These limitations could include:
- limited mobility
- low vision
- low hearing
- wheelchairs & scooters
- cognitive impairment
- autism
- allergies & intolerances
With the Queensland State preparing for the Brisbane Olympics in 2032, we’re seeing more emphasis on creating accessible infrastructure state-wide. For example, Maleny Botanic Gardens received $25,000 in funding to create wheelchair accessible paths to explore their 23 acres of gardens.
If you offer a holiday rental, service apartment or Airbnb, consider adding features to make it more accessible to travellers in wheelchairs.
Creating a Wheelchair accessible guest space
- Add a wheelchair ramp
- Create a dedicated parking space for guests with limited mobility
- Install grab bars and handrails in guest bathrooms
- Add adjustable shower heads
- Ensure kitchen accessories and utensils are easy to reach for guests using wheelchairs
- Consider expanding entry ways that are too narrow for wheelchair users
- Provide detailed information in your listing about areas of your property that are accessible or not accessible to wheelchair users
Creating accessible spaces isn’t just a tourism trend, it’s a practice that will continue to grow in demand and be enforced. The tips above are just the beginning for creating more accessible holiday accommodations.
For more information on making your tourism business more accessible, check out the Welcome Framework from the Australian government,
To wrap things up, we hope these marketing trends help you prepare for a successful 2024-2025 summer season in Sunshine Coast tourism and hospitality. Stay proactive, implement what resonates with your unique audience, and watch your business thrive in the ever-changing landscape of tourism.
Need help marketing your Sunshine Coast tourism or hospitality business? Eco Brand Marketing is right around the corner in Kawana to help guide you. Give us a ring or stop by for a tailored strategy!
