Australia’s love affair with travel is as strong as ever, but in 2025, the focus is clear: relaxation rules. According to new research from travel insurance provider Insure&Go, nearly half of Australians are planning to unwind on a “do-nothing” holiday next year, with beach and resort getaways leading the charge.
For travel professionals, these trends offer a golden opportunity to align products and promotions with the evolving desires of Aussie travellers, from sun-soaked holidays to culturally immersive adventures.
Fly and flop…and spend
According to the survey of 1,006 Australians, 46% plan to prioritise “do-nothing” holidays in 2025, with many keen on beach and resort-based escapes. This preference translates into clear opportunities for agents to promote idyllic beachfront stays and packages designed around relaxation.
With 30% of respondents selecting beach holidays as their top choice, these trips dominate the holiday wish list.
A further 42% said they would spend more on relaxation-focused getaways than on any other type of trip. This willingness to splurge highlights a lucrative segment for upselling premium resort stays, wellness retreats, and tailored luxury packages.
David Mayo, Director – Commercial and Marketing (B2C) at Insure&Go, suggests this trend reflects a growing need to disconnect from the fast-paced grind.
“The beach offers many of us a rare opportunity to reconnect with ourselves, our families, and nature. It’s about finding balance and well-being,” he says.
The findings come as Australia’s international travel finally starts to exceed pre-COVID levels, reaching 100 per cent of 2019 volumes in January this year and continuing to grow throughout 2024.
Culture and curiosity come in a close second
While beach holidays take the lead, 39% of respondents expressed interest in sightseeing trips, showcasing a significant demand for cultural and exploratory travel. This interest is particularly strong among travellers aged over 65, who often value cultural immersion, historical tours, and local culinary experiences.
For agents, this presents opportunities to craft itineraries which highlight cultural immersion and pair these with guided tours or local festivals to create even more engaging experiences.
The trend to extend
Travel for specific events—such as weddings, work, or concerts—is also on the rise, particularly among younger travellers. For the 25-34 demographic, 29% prioritised event-based travel, and the trend extends to those aged 35-44.
However, these trips often evolve into longer holidays. According to the survey:
- 38% of respondents would extend an event trip by 2-3 days.
- 29% would add 4-5 days.
- 19% would stretch their trip to seven days or more.
This flexibility creates opportunities for agents to market add-ons, from nearby sightseeing tours to beach getaways and urban stays. For instance, combining a weekend wedding trip in a regional area with a city escape or coastal retreat could appeal to this audience.
Interestingly, blending purpose and leisure is a notable trend, particularly for longer trips, with male travellers. The survey revealed that 66% of those adding 4-5 extra days to a trip for a family occasion, work, or special event were male, and 61% of respondents opting to extend their trips to seven days or more were also male.
“The flexibility of remote work arrangements means people are blending work and leisure,” Mayo says.
“Many are choosing destinations that provide a sense of escape while also adding extra time to unwind.
Positioning for 2025: What travel professionals should know
The data provides clear signals for travel agents:
- Relaxation is king: With nearly half of Australians prioritising relaxation, promoting beach and resort stays with value-add options like spa packages or wellness experiences will resonate strongly with clients.
- Customisation is key: Sightseeing trips remain a close competitor, especially among older travellers. Tailored cultural and historical tours, particularly for destinations like Europe or Asia, could capture this market.
- Event extensions offer a bonus: Younger demographics are blending event-driven travel with leisure. Packaging these trips with optional add-ons or nearby extensions can maximise revenue opportunities.
Travel professionals can use these insights to shape their strategies and help clients create the perfect 2025 getaway.
