Pure Profile survey reveals Aussies’ biggest holiday struggle

Pure Profile survey reveals Aussies’ biggest holiday struggle
By Zach Havard


A recent Pure Profile survey has revealed that many Australian travellers struggle to make the most out of their holidays with an adequate plan or itinerary.

44 per cent of those surveyed listed the lack of a full itinerary as their number one concern, while 35 per cent of Australians said they were baffled by the planning of their overseas adventure.

On the contrary, 24 per cent of Australians said they regretted the amount of rigid planning they involved with their trip, highlighting the stress of travel and lack of spontaneity meant they missed out on ‘exploring’ time.

The survey also pointed out that one-fifth of the responders said they did not have an authentic experience while travelling abroad.

The survey was conducted as part of market research into consumer feelings surrounding previous international holidays post-COVID.

A Tourism New Zealand spokesperson said, “The sample comprised a nationally representative sample of 1,005 Australians who have travelled abroad/outside Australia in the past three years. The data is weighted by age, gender, and region to reflect the latest ABD population estimates.”

A separate ‘deep dive’ into the Australian market was also conducted by consulting firm, One Picture, which held qualitative one-hour interviews to gain a better understanding of visitors’ perceptions of a New Zealand holiday.

These interviews found New Zealand is seen as an easy holiday destination that is relatively risk free for Australian Travellers. It also highlighted that not enough was being done to highlight cultural differences and showcasing Maori culture.

Featured image: Aerial view of Wellington, N.Z. (iStock – tobiasjo)

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