ACM expands Explore travel brand and unveils exclusive regional travel insights

Australian Community Media has turned the spotlight on travel with a revamp of its Explore travel platform and the release of a new study that challenges long-held assumptions about regional travellers.

The refreshed Explore now features a mobile-first website integrated across 85 premium regional news sites, offering faster load times, improved navigation and stronger SEO performance. A growing social presence includes video content and premium stories across Instagram, YouTube and TikTok.

Explore travel content is now prominently featured in the main navigation of ACM news websites, providing easy access for travellers and a targeted audience for advertisers.

The Saturday Explore magazine has also expanded its print footprint to 28 markets, offering travel deals, inspiration and expert advice to a broader regional audience. It is part of ACM’s newly launched Weekend Collection, which includes a wider lifestyle offering (Relax), plus food, wine, finance, entertainment and regional property coverage via view.com.au.

To match the digital revamp, the Explore liftout will also be refreshed, with new sections and must-read columns.

SEE MORE: ACM expands weekend print strategy

ACM’s digital network reaches more than 3.5 million Australians each month, providing advertisers with broad cross-platform access to an engaged travel audience.

The platform relaunch coincides with the release of ACM’s study into regional travel behaviour, showing Explore readers are frequent travellers both domestically and overseas. Almost three-quarters (74%) have taken a holiday in the past 12 months, with 36% already booking and paying for their next trip.

A standout trend is demand for travel experiences where the journey is central—such as cruising, rail trips and group tours. Over 12% of these travellers spend more than $25,000 on such holidays.

The study challenged misconceptions about regional travel, revealing that 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, with 63% agreeing that distance is no barrier to going on holiday.

Explore readers also tend to take extended getaways, with 23% of those planning a trip looking to stay for more than 22 nights, and 29% of these travellers budgeting over $25,000 before departure.

Kate Cox, ACM head of content, said the expanded travel offering reflects ACM’s ongoing investment in content and advertising solutions.

"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."

Sarah Dasey (pictured), ACM national head of travel - commercial, added ACM is passionate about providing premium experiences for our readers.

"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.

The Explore travel lift-out now appears across 28 ACM mastheads, including the Newcastle Herald, Bendigo Advertiser, The Daily Advertiser, and Daily Liberal.