As the highly anticipated first Rugby League State of Origin clash between New South Wales and Queensland approaches, a wave of excitement is sweeping across the nation. Sports enthusiasts from all walks of life are eagerly planning their journeys to Adelaide where the epic showdown will take place.

With domestic travel witnessing a surge for this major event, it becomes crucial to delve into the demographics and travel trends of those embarking on this thrilling adventure. In this article, we will explore the nuances of domestic travel from New South Wales and Queensland to Adelaide, shedding light on valuable insights for potential travellers and highlighting the potential economic boost for the city.

Webjet Monthly Audience Graphic

Head-to-head NSW vs QLD

New South Wales to South Australia:

As the countdown to the Rugby League State of Origin begins, a significant influx of travellers from New South Wales to South Australia is expected, with an 19% increase MoM of people committed to making the journey, brimming with excitement for the game ahead.

Intriguingly, the majority of these travellers prefer shorter stays, with 74% of booked accommodations falling within the 0 to 7-day range. A substantial portion, comprising 30%, opts for a 2- to 3-day trip, while another 26% extends their stay to 4 to 7 days. This indicates that if people are travelling for the game, they will stay beyond the match date to enjoy the city and surrounding wine regions for concise yet action-packed getaways.

Delving deeper, it becomes apparent that quick decision-making is the norm for these travellers. Nearly half, or 46.5%, of those venturing from New South Wales to Adelaide book their trips within a remarkably short turnaround of 0 to 3 days. These impulsive travel choices, when coupled with the length of stay data, suggest that visitors are willing to embark on spontaneous adventures as excitement builds for the game.

Financially speaking, there is a range of budgets among these travellers. Approximately 36% spend between $201 and $600 on their bookings, while a noteworthy 10.8% are willing to splurge more than $2400. The data indicates a propensity to spend more as the duration of the trip increases, even in the face of pricier flights.

When considering the demographic makeup, 37% of the audience falls within the age range of 25 to 44. Of particular interest, 35% of these travellers are categorised as high-value. They are white-collar workers with disposable income, always ready to seize opportunities for short-term getaways. Their unwavering enthusiasm for current news and events, particularly in the realm of sports, makes them the ideal target audience for the Rugby League State of Origin in Adelaide.

Queensland to South Australia:

Queensland, a passionate breeding ground for rugby league, has its fair share of travellers eagerly flocking to Adelaide for the State of Origin, with an 19.84% increase of travellers from the Sunshine State poised to join the action, compared to the month prior. 

Similar to their New South Wales counterparts, the majority of these travellers seek shorter stays. With 72% of booked accommodations falling within the 0 to 7-day range. Approximately 28% opt for a 2 to 3-day stay, while an additional 27% extend their visit to 4 to 7 days. 

The decision-making process is swift and spontaneous for these Queensland travellers. A substantial 47.6% booked their trip within a short timeframe of under 7 days. This suggests an adventurous spirit and a willingness to seize opportunities for an impromptu journey. 

Financially, the booking patterns differ from their New South Wales counterparts. While 45.7% of Queenslanders spend between $201 and $800 on their travel arrangements, they tend to be more budget-conscious than their NSW counterparts.  

In terms of demographics, 40% of the audience falls within the age range of 25 to 44. Of particular interest, 23% of these travellers are classified as high-value. They exhibit a keen interest in conscious traveling and staying active during their trips. 

At the end of the day South Australia has won the match with a significant uplift in mid-week travel, with Rugby League fans providing a boost to the economy, exploring the city and regions in the days surrounding the game.

To discuss an audience and marketing strategy that harnesses the power of first-party data for your next campaign get in touch with our team today.