The smell of a sausage sizzle, sunscreen, and sea salt are the top three things that remind Aussies of summer, and this year, many Australians will be recreating ‘retro’ holidays, according to research by Airbnb.
Focusing on what makes up the perfect Aussie summer, Airbnb – in support of Tourism Australia’s Holiday Here This Year campaign – commissioned YouGov research to uncover the changing attitudes, behaviour and travel plans of Australians as we cap off a year like no other.
Susan Wheeldon, Airbnb’s Country Manager for Australia and New Zealand said after a year when many Aussies had spent a lot of time cooped up at home, they’re seeking to switch off and reconnect with family and friends while taking in the great outdoors.
“We’re definitely seeing a retro revival of sorts – this summer Aussies want all the simple staples that make an Aussie summer so quintessential; from a great backyard pool to a big barbeque.”
Susan Wheeldon, Airbnb’s Country Manager for Australia and New Zealand
Summer is coming
One in three (36%) of Aussies say they’re planning to visit somewhere within driving distance from home, whilst one in four (27%) will spend their summer break in a familiar destination they know and like.
Surprisingly, close to one quarter (22%) of Aussies don’t plan on leaving their home town at all and instead want to embark on a summer staycation.
Following a year of drought, bushfires and COVID-19, almost a third of Australians (28%) are keen to visit a bushfire affected region and spend their tourism dollars in an impacted community.
More than half of those surveyed (52%) ranked either chilling out with friends or a BBQ with close friends and family as their favourite summer activity. It’s not surprising then that the scent of a sausage sizzle (32%) is the number one smell that reminds Australians of summer, followed by the waft of sunscreen (26%) and sea salt in the air (23%).
WIN! WIN! WIN!
As part of the Once Upon A Summer campaign, which aims to inspire Aussies to get out and explore their own backyards through a series of state-based itineraries, seven deserving Aussies will win the ultimate prize of a month-long holiday courtesy of Airbnb (*$15,000 worth of Airbnb coupons).
To enter, simply head to the competition page and share in 50 words or less what memories you hope to create this summer.
Commenting on the initiative, Tourism Australia Managing Director Phillipa Harrison said she hoped Australians would take the opportunity to get out and explore all of the incredible experiences and destinations that can be found right on their doorstep.
“Whether it’s rediscovering a favourite childhood destination or venturing further afield to somewhere new, or even taking a city break staycation, we hope that Australians will take this opportunity to have a holiday here this year and in doing so provide much needed support to our industry.”
Phillipa Harrison, Tourism Australia Managing Director
A few fun trends
Airbnb internal data shows that Aussies are craving a reconnection with nature and simpler times, with their closest friends, family, and loved ones (pets 100% included).
Australia’s Top Trending Space Types for summer:
Australia’s Most Searched Amenities for summer:
– Fully-equipped Kitchen
– Wireless Internet
Click here for more information.
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