9Honey recently launched 9Travel as a stand-alone online travel publication. Telum Media spoke with the Acting Editor, Jemima Skelley, about its launch and her tips for PR professionals wanting to pitch to the outlet.

What were the motivations behind the launch of 9Travel, and what are the future goals?
Our audience loves travel just as much as we do. We’ve seen the number of Aussies packing their bags and hitting the road skyrocket in the past few years, and so too has the appetite for travel-focused content. Stepping out from under the 9Honey umbrella has allowed us to dedicate more time and energy to giving our audience the quality travel content that they’re looking for. Our goal is to become our audience’s first port of call for a reliable source of travel inspiration and information.

What does 9Travel's audience look like?
The 9Travel audience is diverse. From young parents looking for ways to travel with their kids to older solo travellers, our content aims to provide something for everyone and every budget.

How does 9Travel stay updated on emerging travel trends and adapt its content to meet Travellers' evolving needs and interests?
It helps that all our writers are travel-obsessed - we live and breathe travel news - which means we’re already subconsciously aware of trends that are going on. For example, right now, there’s a big trend of Aussies going to Japan, so we’re creating specific content for people who have trips planned or are thinking about booking. We look at data from airlines, hotels, and other travel industry bodies to get ideas of what could be coming down the pipeline.

What does 9Travel offer for the Australian travel market that sets you apart from your competitors? 
The best kind of travel content comes from writers who have been there and experienced it themselves. Our staff and freelancers have the inside knowledge of the destinations they’re writing about, and that shines through in our content. We also have access to talent from across the Nine Network. People like Karl Stefanovic, Deb Knight, Hamish Blake, and John Aiken have all lent their voices to 9Travel, with many more to come. 

What are some notable emerging trends that are shaping the preferences, behaviours, and expectations of today’s travellers?

• There has been a push toward sustainable travel, with more travellers looking for hotels, tours, etc. that are better for the planet.
• Solo travel is huge, particularly for women over 40.
• Queensland is by far the most desirable domestic destination at the moment. Aussies also love Fiji, Bali, New Zealand, and Japan.
• Travellers are looking to have more local experiences and touchpoints - rather than just flopping down in a resort for a week.

Advice for PRs looking to pitch to 9Travel?
I respond best to pitches that get to the point quickly. Tell me in two sentences why this news is interesting, and why the 9Travel audience cares. Unless it’s timely, following up on a press release on the same day you sent it is a huge no-no for me.