A new consumer study from ACM Media has found regional Australians are constantly travelling here and abroad. Almost three quarters (74 per cent) have holidayed in the last 12 months, with 36 per cent of these travellers already booking and paying for their next trip.
The Explore Travel Study, which looks at regional Australians’ travel habits, revealed a highly engaged and active travel audience in regional Australia, with location no barrier to international and domestic travel.
68 per cent of those who have booked a trip recently are heading overseas. More than a quarter are looking to travel domestically, but it is a much more spontaneous decision.
ACM research and insights director Laura Allen said, “Our research study reveals how active regional Australians are when it comes to travel. They are willing to spend on the right travel experience and take longer holidays, making them an attractive audience for the international and domestic travel sectors.
“They enjoy special travel experiences and are willing to invest the time and money into finding the right unique experience for them.”
A trend from Explore readers is holidays where the ‘journey’ is core to the experience, such as cruising, group tours, rail journeys and history adventures. These trips attract higher budgets with over 12 per cent spending more than $25,000 on these types of holidays.
“The meaning of value changes depending on the type of holiday,” Allen said. “Take cruises as an example. Value within this sector centres around the all-inclusive nature of many packages, and being able to relax as there’s no unexpected costs to worry about. Cruisers also often calculate the daily price of the trip, so overall cruise price divided by number of nights, to compare cruising with other holiday types as a way of assessing value in a more quantifiable way.
“While many Australians are feeling the pinch from cost of living pressures, there’s a strong segment whose financial situation and lifestyle enables them to travel both frequently, and for longer holidays.”
Other findings:
- Living regionally is no barrier to air travel
- 68 per cent of Explore readers live within two hours of an international airport, and 92 per cent within reach of a domestic airport. Even those living further away book longer trips.
- Among those who live 2+ hours from an airport, it’s no barrier to them going on holiday (63 per cent agree). In fact, those who live further from an airport tend to book longer holidays.
- Extended getaways
- Explore readers have more time to take longer holidays, with 23 per cent of those planning a trip looking to stay for more than 22 nights.
- For those who have booked a 22+ night holiday, 29 per cent have budgeted over $25,000 before they have even left home.
- Looking for inspiration:
- Activities, sightseeing and unique and different experiences are top priorities for Explore readers.
- Informed choices:
- While value is key, readers seek choice when it comes to accommodation and dining options.
- Personal safety and hygiene practices are also important, so both should be considered when communicating travel experiences.
- Loyalty matters:
- 386 per cent of readers are members of frequent flyer programs, and while price and airline reputation influence their choices, they are willing to pay more for direct flights.
Explore travel brand
The study has been released to coincide with a major expansion of ACM’s popular Explore travel brand.
Digitally, the new Explore website is now seamlessly integrated into 85 premium regional news websites, enhancing SEO, engagement, and editorial offerings. With a mobile-first approach, Explore offers faster loading times and intuitive navigation, ensuring a premium user experience. Its growing social media presence features compelling video content and premium stories across Instagram, YouTube, and TikTok.
To maximise visibility, Explore travel content is now prominently featured on the main navigation of all ACM news websites, providing easy access for passionate travellers and delivering a high-value audience for advertisers. A refreshed, magazine-style web experience encourages users to dream, plan, and book their next adventure, with interactive features including travel surveys, quizzes, and direct engagement with top travel writers.
The Saturday Explore magazine has also expanded its footprint into 14 regional markets, now delivering travel deals, inspiration, and expert advice to audiences in 28 growing regional markets.
The Explore travel liftout launched in 2020 and is now part of ACM’s newly launched Weekend Collection, offering diverse content alongside travel, including an expanded lifestyle section (Relax), with features, food, wine, finance; a TV and entertainment guide, local ‘what’s on’ guides, quizzes, crosswords, and regional property news from View.com.au. In line with the digital expansion, the Explore liftout will receive a facelift, with new sections and must-read columns.
“Our expanded Explore travel offering reflects ACM’s ongoing investment in content and advertising solutions, as well as our commitment to our readers,” ACM head of content Kate Cox said. “We know Australians love to travel, and our engaged regional audience relies heavily on Explore for inspiration and planning, with 71 per cent of our readers exclusively engaging with Explore, rather than major metro travel sections. We are focused on delivering a premium experience tailored to regional Australians.
“Explore is designed to connect and engage those regional Australians who are constantly travelling, particularly the majority of our readers who love to indulge in travel planning,” she added. “The enhanced digital and print offering is part of our vision to publish regional Australia’s best travel content, delivering a better experience for our audience.”
Collette managing director Karen Deveson said, “ACM’s Explore has been a game changer for connecting Collette with regional Australian travellers. Explore connects us to regional Australians in a premium environment, inspiring travellers to new ways of travel and new destinations.
“We know the regional market loves Collette Explorations – our small group itineraries – and Explore has been our lead platform to showcase this. We love the commitment to travel and depth of content created by the Explore team.”
