Unique Travel Australia Pty. Ltd is a tourist company which mainly provides services to free independent travelers, small groups and backpackers. Its business includes airfare and hotel reservation (Australia and around the world), free independent traveler(FIT) and tailored travel plan in Australia. At present, the company’s major promotion is FIT service in Australia. The term of FIT is common in the tourism industry which can present a single person , a family or a group, and these kinds of tourists are independently planning their own travel, itinerary or route without the assistance of a group tour and pre-arranged schedules.
According to the current market data and research analyzing the demography of FIT audiences, 20 to 35 years old travelers are the biggest consumer group to FIT. At the beginning, FIT was popular among young people, the characteristics of the young group is to prefer to plan personal schedule, depend on limited budgets but play more places, and remove other tour group setting. On the other hand, in recent years, the group age from 35 to 50 years old has also started to travel via FIT. This group prefer to determine their own time, route, hotel, catering and other arrangements, as well as pay more attention to the quality of tour and comfortability. It’s effective to promotion campaign online, because the two groups are also the dominate users on networks.