New research from the Tourism & Transport Forum (TTF) has found that family and friends on social media are the biggest influencers when it comes to Aussies’ holidays, with over 27 per cent stating their plans have been inspired by what they’ve seen shared by online connections.
Online reviews are also playing a major role, influencing 23 per cent of holiday decisions. In comparison, just 15 per cent said their holiday plans were shaped by traditional social media influencers.
“This winter, we’re seeing that family and friends are the true influencers of travel,” TTF CEO Margy Osmond said. “Aussies are appreciating real holiday recaps that showcase the good, the bad, and the ugly; A side that isn’t always shown through curated snapshots of traditional influencer posts.
“Online review platforms are also playing a major role in shaping travel decisions, with people relying on honest feedback to plan their getaways with confidence.”
The nationally representative survey of 1,515 Australians, conducted by Pureprofile between 20 and 23 June, also found that the number of Aussies travelling has scaled back this winter. 68 per cent of the nation is planning to travel through the cooler months, compared to 71 per cent in the autumn just gone, 75 per cent this past summer, and 74 per cent last winter.
“Travel has long been a key priority for Australians, and that continues to hold true this winter,” Osmond said. “Two-thirds of the nation are still planning a trip, whether it’s exploring their own backyard or heading overseas.
“However, these holidays we’ve seen a noticeable drop in Aussies’ choosing to spend their break travelling. This suggests that while the desire to explore is still strong, cost-of-living pressures and economic uncertainty may be influencing how and when Australians choose to take a break.”
Of those who are travelling, one in ten (11 per cent) Australians are heading overseas, with warmer destinations taking top priority. Europe is back on top of the list with 20 per cent of international travellers chasing the sun, followed by New Zealand (14 per cent) and Bali/Indonesia (11 per cent).
Domestic travel remains the most popular choice this winter, with 57 per cent of Australians opting to holiday locally. Almost a quarter (24 per cent) plan to head interstate, while 33 per cent will holiday in their own state or territory.
The most popular state for domestic travellers is NSW (28 per cent), followed by QLD (26 per cent), VIC (21 per cent) and WA (8 per cent).
“Even in a tougher economic climate, Australians aren’t giving up their holidays, they’re simply looking closer to home,” Osmond said. “Queensland remains a go-to escape for those chasing winter warmth, while others are leaning into the season with cool-climate getaways across New South Wales and Victoria, including trips to the snow.
“Australians are chasing a winter wonderland this season, with our data showing that 22 per cent are planning a snow trip and another 27 per cent wishing they were. People are actively searching around for the best experiences and deals on platforms like Booking.com before making their final decision and locking in their plans, showing the appetite a snowy getaway.”
Top ski-destinations
Booking.com has revealed its top ski-destinations Aussies are searching for on the platform this winter. Jindabyne is number one showing a 30 per cent increase in search for the same period last year. Thredbo came out as the second most searched ski-destination (35 per cent increase), followed by Mount Buller (10 per cent increase), Perisher and Fall’s Creek (both with a 20 per cent increase).
Booking.com’s search data also found that Aussies are not only looking for a ski adventure at home, but are looking across the ditch, with popular searched locations including Queenstown, Wanaka and Cardrona all trending. Winter searches for holiday homes in particular have seen an increase, with Booking.com reporting a 46 per cent increase in searches for these stays on the year prior.
TTF’s survey conducted a month later showed that research had firmed into intention with Mount Buller and Thredbo coming out in front.
Other research findings
- 68 per cent of Australians are travelling this winter, between 15 June to 15 August. 33 per cent plan to holiday within their own state or territory, 24 per cent are looking interstate, while 11 per cent plan to head overseas.
- 25 to 34s are the keenest travellers these holidays, with 78 per cent planning to set off on holiday between 15 June to 15 August.
- Men are more likely to travel this winter, with 73 per cent planning a holiday, compared to 64 per cent of women.
- The most popular city destinations for Australian visitors are Sydney (11 per cent), then Melbourne (10 per cent), Brisbane and Perth (both 4 per cent).
- Leading regional destinations for Australian visitors include QLD’s Gold Coast (10 per cent), then Sunshine Coast (5 per cent), as well as Cairns, Port Douglas, Great Barrier Reef or surrounds (3 per cent), and NSW’s Snowy Mountains and WA’s Margaret River (both 2 per cent).
- 40 per cent of those planning a winter holiday intend to spend less than $2,000 on their entire trip. Meanwhile 39 per cent look to spend between $2,000 to $5,000 (up 2 per cent from previous survey).
- 25 to 34s are set to spend the most, with 10 per cent budgeting between $10,000 to $20,000.
“Australians still deeply value their holidays, but with rising costs a key concern, now is the ideal time for airlines and operators to step up with affordable deals that keep travel both accessible and top of mind,” Osmond concluded.
“An overseas holiday is the most popular among 34 to 44 years, with 14 per cent jet-setting internationally this winter and making the most of the longer winter school break.
“We’re seeing a clear divide between men and women in their winter travel plans, with nearly 10 per cent more men planning a getaway. This disparity points to how different factors, globally or at home, are influencing who’s choosing to travel right now.”
