Aussies travellers spend US$110 ($AU153) more than most of their international counterparts on non-travel purchases, spending closer to US$610 per trip across categories like retail, beauty, electronics and financial services.
According to the Expedia Group Advertising study, which surveyed 3,500 travel decision-makers across seven global markets, Aussies are a high-value audience for brands well beyond the travel sector before, during and after their trips.
It found that travellers spend an average of US$500 per trip on non-travel purchases, on top of roughly US$2,000 spent on the trip itself.
According to the research, 62 per cent of travellers made a non-travel purchase for their most recent major leisure trip, rising to 75 per cent among Gen Z and 72 per cent among Millennials.
Australia ranked among the strongest markets for ancillary spend, with travellers here averaging US$610 per trip, behind only the United States (US$660) and France (US$650).
The findings suggest trip planning triggers a broad wave of shopping activity well before departure. The most common pre-trip purchases were:
- Clothing, shoes and accessories (70 per cent)
- Beauty and personal care (63 per cent)
- Travel gear and equipment (53 per cent)
- Electronics and new technology (39 per cent)
Gen Z travellers were particularly active in categories such as travel gear (60 per cent), electronics (51 per cent) and financial products or services (38 per cent).
Spending also continues while travellers are away, with local retail shopping (66 per cent) and packaged food and drinks (61 per cent) topping the list.
Importantly for marketers, the purchase journey extends after the trip ends. Expedia found 72 per cent of travellers who bought something for their trip also made at least one post-trip purchase, increasing to 87 per cent among Gen Z.
Post-holiday purchases included foods and drinks discovered while travelling (40 per cent), clothing or accessories from new brands (30 per cent), and photo printing, books or frames (27 per cent).
The research also found travellers are receptive to relevant advertising in travel environments, with consumers saying ads provide useful ideas and inspiration (60 per cent), remind them of items they need (58 per cent), and help save money on planned purchases (57 per cent).
“Travel planning is one of the most powerful consumer intent signals available today. Our research shows the opportunity travel creates extends far beyond the trip itself,” Expedia Group Advertising vice president, Sales, Jennifer Andre, said.
“When consumers begin planning a trip, they enter a sustained period of high-intent purchasing across a variety of categories. They’re not just open to relevant advertising at this moment but find it genuinely useful. For brands outside of travel, this is an audience worth reaching, and Expedia Group Advertising gives them the tools to do it at scale.”
The study also highlighted opportunities for financial services brands, with travellers showing flexibility around payment methods including credit cards, loyalty points and buy now, pay later products.
