Don’t Forget About the PANKS (or the PUNKS)!

disco punk

Ever heard of a PANK or a PUNK before? No, I’m not talking about some new rock n’ roll craze, it’s travel related!

PANKs, or Professional Aunties No Kids (substitute Uncle for the males) are a significant travel market in their own right and one that is growing fast.

Who qualifies as a PANK?

People classified in this group aren’t just limited to aunties: it really applies to any professional woman without children of her own. She could be a godmother, cousin, neighbour, or mums’ friend.

What makes them important in family travel?

Recent research on PANKs shows why they’re important for the family travel sector. Some of the key statistics:

  • PANKs spend money on the kids in their lives; a lot of it! In the research 76% had spent more that $500 USD per child.
  • They’re more social: on average, they’re more active on social media and in general social activity than other woman. This means they spend more time engaging with influencers and then sharing that information.
  • They’re major decision influencers: they’ve got an opinion and it’s listened to! In fact, when it comes to travel, 77% of PANKs provide information on holidays and shared it with the family they support.
  • PANKs are online researchers: they dramatically outrank other women and are ahead of the curve when it comes to online media consumption. They’re also avid researchers!

What does it mean for us?

For any travel business targeting families, the PANK/PUNK market is an exciting one. Their ability to influence others cannot be underestimated nor can the money they have got to spend. As a PANK myself, I can see how this works first hand.

The key is engagement: you need a program that enables you to campaign directly to this market. Building a base of PANK advocates could really help boost your family marketing program.

Bound Round can help

As the parent company to one of Australia’s top travel sites for families, familytravel.com.au we know the power of the PANK. Talk to us about how you can work with Bound Round to engage with this emerging market.

Are You Confident That Your Online Activities Are Working?

This won’t shock anyone: families, like other travel segments, are researching their next holiday online. But what may come as a shock is that multiple studies show that over 70% of purchasing decisions are made online before a consumer engages you directly. That’s a big chunk of the market that you may never hear from unless you can engage with them online.

You’re probably already running multiple online activities, but how do you know they’re working effectively? Facebook suggest that a 2% engagement ranking is around average for a travel campaign. At Bound Round we’ve been able to deliver rates as high as 10% on recent campaigns. Online engagement is a numbers game but here’s my 3 proven guidelines to maximise results.

Targeting the right audience

The most common mistake is trying to target everyone. Be specific; start with your ideal customers in mind and focus on the most appropriate medium to get in front of them. For example, we target travelling families and we have over 19,500 subscribers, so we know it works.

Create engagement through content

Content is still king. Families make up around 30% of the travel market yet they’re mostly forgotten and barely catered for on the popular online portals. Boundround.com has been designed specifically to address this issue. In fact, we’ve built tens of thousands of hours of content so families, especially the kids, can research and explore a host of travel and activity options.

Strong call to action (CTA)

Especially within this industry, customers carry many apprehensions when it comes to making a definitive decision on where to go or what to do when they get there. That’s why it is imperative to have a strong call to action to drive your customers to book. Avoid being iffy or open-ended so as to make holidaymakers more compelled to hit “purchase”.

Our recent campaign with partners Club Med Bintan and Scoot Airlines was the most successful campaign we’ve run yet– and shows what’s possible when you tick all three of those boxes. We achieved better than average benchmark scores across all categories and generated over 2,500 new subscribers.

Want to connect better with the family travel market? We have the experience and platform to help you maximise your online activity. Contact us today to see how you can work with one of Australia’s top booking sites for family travel.