It’s little secret Australian holidaymakers love a flop-n-drop holiday, to lie poolside or on golden sands with drink in hand, with the only interruption the occasional dip into warm water.
Another priority for travellers, and one that’s rising in importance, is food.
But there’s one thing Aussie holidaymakers seek above all else, according to recent research, and that is nature.
In its 2023 APAC Travel Confidence Index (TCI), travel site Booking.com found that nearly three in five (57 per cent) Australian travellers are looking for “captivating scenery and nature”, which is more than the one in two (53 per cent) Aussies “prioritising food and dining experiences” and the same number (53 per cent) “opting for the feeling of home with the sunny, beach and island style”.
“It’s by no means surprising that more than half of Aussies are drawn to natural landscapes and captivating scenery when planning their next holiday,” Booking.com Oceania regional manager Todd Lacey told Karryon.
“This preference is being driven by the growing environmentally conscious values Aussies have.
“Places like the Great Ocean Road, Barossa Valley or the Blue Mountains are examples of destinations where people can experience world-class nature and scenery but are driving distance from home.
“This is particularly important with financial considerations being one of the key concerns for consumers – we’ll likely see more people doing short trips to local scenic hotspots as a result.”
Meanwhile, nearly half (44 per cent) of those surveyed are “looking to visit famous tourist attractions and landmarks”, while almost as many (42 per cent) seek to “immerse themselves in the local culture or lifestyle”.
More trips & higher budgets
While financial challenges rank highest among travel concerns (51 per cent), most Australian holidaymakers (65 per cent) still expect to travel in the next 12 months.
According to the TCI report, two in three (63 per cent) Aussie vacationers have no plan to postpone their holiday, while more than half (53 per cent) intend to increase the trips they take and their travel budgets.
Four types of travellers
Elsewhere, the index revealed four distinctive traveller ‘personas’.
Australians were among the ‘Comfort Seekers’, who prioritise comfort, convenience, relaxation and indulgent experiences. They also value personalised services and high-quality amenities.
Other groups include ‘Conscious Explorers’, who seek out sustainable travel (China, Hong Kong and India), ‘Mindful Voyagers’, who have a “thoughtful travel approach” (Vietnam), and ‘Homebound Pragmatists’, who prefer practical travel and staying close to home (New Zealand, Korea, Japan, Thailand).
“It’s clear that travel will continue to be a priority for Australian travellers who are thinking smartly about how they prioritise their spend so they don’t miss out on experiences. Despite being one of the last countries to return to travel in 2023.”
To access the full report for Australia, please see here.
The TCI 2023 research surveyed over 8,000 travellers from 11 countries and territories across Asia-Pacific, including Australia.
