Australians are favouring domestic holidays over overseas travel this year

Shinmin Bali
March 01, 2024, 8:02 AM GMT+0

Travel media company, Nine, has announced the launch of ‘9Travel’ - a new travel website. Through this site, Nine is looking to bring travel deals and news to Australians to help them plan their next vacation. The site will also look to engage travellers by offering reviews, travel tips, packages and more.

But what’s on Australians’ minds when it comes to travel this year? We dive into YouGov data to find out.

To start off, where are Australians looking to travel to over the next 12 months?

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioural consumer metrics - domestic destinations bag the top three spots. Queensland (15%) currently is on top of the consideration list for travellers. New South Wales (13%) and Victoria (10%) follow.

Internationally, 8% of Australians are planning to visit Asia. Back on the Australian continent, equal proportions (4% each) of travellers are interested in Western Australia, South Australia, New Zealand and Tasmania.

Of those willing to go further away, 4% are interested in Mainland Europe and similar proportions would opt for Bali other Indonesian destinations (3%) and UK and Ireland (3%).

Only 2% are considering Mainland USA, and 1% each have Canada, Africa and Latin America on their list.

While the cost-of-living crisis continues to be a theme, affecting some Australians more than others, travel services providers will need to find the sweet spot and price their services competitively.

Let’s look at what YouGov data tells us about how much Australians spent on their last vacation.

On a per person basis, almost four in ten (36%) of the travellers in the country spent between $1,000 and $5,000 on the last main leisure holiday over the last 12 months. Just over one in ten (12%) travelled economically and kept their expenditure under $500, and 14% spent between $500 and $999 per person on their travel over the last 12 months. Only 8% of Australians spent over $5,000 on their last holiday.

When it comes to booking holidays, most travellers in the country like to be well prepared. Almost six in ten (59%) say they prefer booking their holidays well in advance. Nearly three in ten (28%) prefer to do the opposite - they say they usually wait for last minute deals.

About half of Australians are very conscious of their budget while travelling, 51% say they try to stick to a strict budget when they’re on holiday. Travel service providers might want to offer customisable itineraries too as 28% of respondents say they’d never think of booking a package holiday.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Australia is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.

Photo by Wee Ping Khoo on Unsplash