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AAT Kings 2020 Travel Survey: "Community Spirit Remains Strong"

AAT Kings and Inspiring Journeys have conducted new consumer research that shows what Australians are seeking once travel restrictions are lifted and the Trans-Tasman bubble opens.

AAT Kings and Inspiring Journeys have conducted new consumer research that shows what Australians are seeking once travel restrictions are lifted and the Trans-Tasman bubble opens.

AAT Kings and Inspiring Journeys surveyed 872 Australian based customers between 8 May to 15 May 2020, and found that Aussies cannot wait to get moving again, once it is safe for them to do so.

The survey findings, combined with 100 years of experience – have inspired the AAT Kings Group to put together exciting new trips across AAT Kings, Inspiring Journeys, and a domestic pivot for sister brands Trafalgar and Insight Vacations.

So, what’s trending?

AAT Kings
Freycinet Lodge, Tasmania
Picture James Horan

The survey found that the top destinations on people’s must-do list are remote areas of Australia and New Zealand – with Darwin and Top End most popular at 33%.

Kimberley came second at 30%, followed by Tasmania at 29%, Central Australia at 23%, Cairns and Far North Queensland at 26%.

There are also some firm favourites in South Australia and Outback Queensland. 

Interest in New Zealand was split evenly between its North and South Islands.

“Australia & New Zealand have so much to offer and with the strengthened desire to explore their diverse neighbourhood, we’re excited to take our guests back on the road to experience some of the world’s most extraordinary landscapes, endemic wildlife, food, and wine scene.”

Matthew Cameron-Smith, CEO of AAT Kings Group

It’s clear that Australians’ community spirit remains strong, with 17% wanting to visit bushfire-affected areas and have an authentic connection with locals (46%).

This community-minded approach is something AAT Kings Group is proud to be part of, with every trip supporting local businesses and regional areas to recover after months of hardship.

READ: COMMUNITY SUPPORT: AAT Kings Helping Australia Bounce Back

With feedback showing people are more confident to book trips departing from September 2020, it came as no surprise that after all the time spent at home, they are seeking delicious food and wine options (37%), as well as cultural experiences (59%) and adventure through bushwalks and nature (38%). 

Interestingly, 50% plan to travel for over seven to 14 days, with 37% planning to be on the road for over two weeks. What’s most important to them is discovering iconic sights, the knowledge of guides if travelling on a small group journey, and exclusive and unique experiences.

“We strongly believe in tourism and the very positive role it plays in the economic recovery as we work with the industry in supporting all those affected, to get back on their feet for the long-term and to help kick start domestic and then international tourism.”

Matthew Cameron-Smith, CEO of AAT Kings Group

The well-being and peace of mind of guests and every team member has always been a top priority, so to remain diligent in response to COVID-19 and the new policies, travellers will see additional hygiene measures throughout their holiday. 86% want sanitiser available, additional cleaning of frequently touched surfaces (78%), visible reminders about hygiene (54%) and social distancing being applied (50%).

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