ACM has expanded its travel brand Explore, alongside the release of an exclusive study into regional travellers’ habits.
The new Explore website is now seamlessly integrated into 85 premium regional news websites, enhancing SEO, engagement, and editorial offerings. Through the mobile-first approach, Explore offers faster loading times and intuitive navigation, ensuring a premium user experience. Its growing social media presence features compelling video content and premium stories across Instagram, YouTube, and TikTok.
Explore travel content is maximising visibility by prominently being featured on the main navigation of all ACM news websites, providing easy access for passionate travellers and delivering a high-value audience for advertisers. A refreshed, magazine-style web experience encourages users to dream, plan, and book their next adventure, with interactive features including travel surveys, quizzes, and direct engagement with top travel writers.
The Saturday Explore magazine has also expanded its print footprint to 28 markets, delivering travel deals, inspiration, and expert advice to an even larger regional audience. Advertisers now have access to an unmatched cross-platform regional reach.
The Explore travel liftout launched in 2020 across 14 newspapers and is now part of ACM’s newly launched Weekend Collection of 28 mastheads, offering diverse content alongside travel, including an expanded lifestyle section (Relax), with features, food, wine, and finance; a TV and entertainment guide, local ‘what’s on’ guides, quizzes, crosswords, and regional property news from View.com.au. In line with the digital expansion, the Explore liftout will receive a facelift, with new sections and must-read columns.
Advertisers can also leverage the scale of ACM’s digital network, which reaches over 3.5 million Australians each month, including a highly engaged and active travel audience.
ACM insights on regional travellers
The Explore expansion follows ACM’s exclusive consumer study into regional travellers, revealing a highly engaged and active travel audience. Explore readers are constantly travelling here and abroad: almost three quarters (74%) have holidayed in the last 12 months, with 36% of these travellers already booking and paying for their next trip.
Many readers are focused on international travel, 68% of those who have booked a trip recently are heading overseas. More than a quarter are looking to travel domestically, but it is a much more spontaneous decision.
A trend from Explore readers are holidays where the ‘journey’ is core to the experience, such as cruising, group tours, rail journeys and history adventures. These trips attract higher budgets with over 12% spending more than $25,000 on these types of holidays.
The Explore study challenged misconceptions about regional travel and reveal that living regionally was not a barrier to air travel. The study found 68% of Explore readers live within two hours of an international airport, and 92% within reach of a domestic airport. Even those living further away book longer trips.
Among those who live 2+ hours from an airport, it’s no barrier to them going on holiday (63% agree), in fact, those who live further from an airport book longer holidays.
The study revealed that Explore readers have more time to take longer holidays, with 23% of those planning a trip looking to stay for more than 22 nights. For those who have booked a 22+ night holiday, 29% have budgeted over $25,000 before they have even left home.
Activities, sightseeing and unique and different experiences are top priorities for Explore readers. While value is key, Explore readers readers seek choice when it comes to accommodation and dining options. Personal safety and hygiene practices are also important, so both should be considered when communicating travel experiences.
‘We are focused on delivering a premium experience tailored to regional Australians’
The study also found that 86% of readers are members of frequent flyer programs, and while price and airline reputation influence their choices, they are willing to pay more for direct flights. Meanwhile, 21% of Explore readers engage with cruising – 79% prefer ocean cruises, 28% river cruises, and 12% expedition-style experiences. This also represents a good opportunity for those who are new to cruising.
Kate Cox
“Our expanded Explore travel offering reflects ACM’s ongoing investment in content and advertising solutions, as well as our commitment to our readers,” ACM Head of Content, Kate Cox, said.
“We know Australians love to travel, and our engaged regional audience relies heavily on Explore for inspiration and planning, with 71% of our readers exclusively engaging with Explore, rather than major metro travel sections. We are focused on delivering a premium experience tailored to regional Australians.
“Explore is designed to connect and engage those regional Australians who are constantly travelling, particularly the majority of our readers who love to indulge in travel planning; 82% find Explore’s content inspiring. The enhanced digital and print offering is part of our vision to publish regional Australia’s best travel content, delivering a better experience for our audience.”
Sarah Dasey
Sarah Dasey, ACM National Head of Travel – Commercial, said: “ACM is passionate about providing premium experiences for our readers, and market-leading advertising environments for our advertisers.
“Explore provides a dedicated environment for brands to bring their business to life and connect with engaged travellers actively seeking inspiration, deals, and expert advice. Our readers are not just dreaming about travel – 84% have taken action after engaging with Explore content.
“Whether planning a local escape, an overseas adventure, or a cruise, Explore’s print and digital product offering is an opportunity for brands to meet travellers as they’re planning their next great adventure.”
Karen Deveson
Karen Deveson, Managing Director of small group travel specialist, Collette, said: “ACM’s Explore has been a game changer for connecting Collette with regional Australian travellers. Explore connects us to regional Australians in a premium environment inspiring travellers to new ways of travel and new destinations.
“We know the regional market loves Collette Explorations – our small group itineraries – and Explore has been our lead platform to showcase this. We love the commitment to travel and depth of content created by the Explore team.”