As Australians continue to navigate economic uncertainty and global instability, the appetite for travel remains resilient, particularly closer to home.
According to Wendy Wu Tours managing director, Simon Bell, consumers are increasingly seeking value, certainty and more meaningful experiences when they book.
In this Travel Weekly exclusive, Bell unpacks the rise of all-inclusive touring, why destinations like China and Japan remain popular with Aussie travellers and the shifting demands shaping travel in 2026 and beyond.
How would you describe the state of travel market right now, and how has demand shifted compared with this time last year?
Understandably, consumer confidence has been challenging and this has had an impact on travel decisions right across the market. What encourages me is how the industry responds and how confidence is now starting to return. We are grateful to be continuing to grow amid what has been a difficult market, although we have had to work hard to achieve this result. We are a specialist operator known for fully-inclusive travel, where the upfront price covers everything the customer needs.
We’ve been operating tours to Asia for close to thirty years, which strengthens our offering at a time when more people are choosing to travel closer to home, while seeking greater certainty with their budget. While food, clothing and shelter are of course core needs, over the past 15 years or so travel has become something Australians, with our modern fast-paced lifestyles, are increasingly reluctant to live without. When uncertainty arises globally, it can influence where people choose to go, but not the underlying desire to take breaks, have downtime and experience new places. As a result, many simply opt for destinations closer to home during periods of uncertainty.
To what extent is the ongoing Middle East conflict impacting Australian outbound travel, particularly for travellers heading to Europe via Gulf carriers and hubs?
In Europe and the Middle East, we are seeing customers already booking into 2027, which shows growing confidence in travel into the future. For 2026, however, there is a clear shift towards travel closer to home, which is being driven by current market conditions. Customers are also taking a little longer than usual to make their decisions, which is where clearly communicating the “book with confidence” policy plays an important role.
Wendy Wu has added more products in China and Japan, why do you think there has been an increased demand in Asia?
This has been happening prior to the Middle East conflict, particularly in China, where global perceptions of the country as a travel destination have been shifting. China’s rapid modernisation and growing influence globally is sparking renewed curiosity, from futuristic cities and world-leading infrastructure to iconic sights, all blending with an ancient culture 5,000 years in the making, which creates a truly compelling holiday experience.
Japan continues to go from strength to strength and is now highly accessible for Australians, with social media also fuelling demand as people see friends and family travelling there and want to follow. Our breadth of product across China and Japan is being driven by customer demand and our specialist approach. When someone comes into an agent wanting to travel to Asia, we want them to have confidence in recommending the Wendy Wu brochure, knowing we have a trip that will meet and exceed the customer’s expectations.
What are the biggest concerns travel advisors are raising at the moment, and how are you supporting agents in navigating client confidence, disruptions and changing travel advice?
It is the “what if” questions that often sit in the background, such as ‘what if a travel advisory is issued?’ or ‘what if fuel prices increase?’ We have refreshed our “book with confidence” stance to give both travellers and agents greater reassurance that we will look after them. We offer flexible deposit options that lock in the total price, including flights, protecting customers from fuel surcharges or currency fluctuations.
We also provide protection in the event a travel advisory is issued, ensuring customers and agents are not left out of pocket. We have a 24/7 support team made up of experienced Australian colleagues who are on hand to manage any emergencies or disruptions. They consistently go the extra mile to support customers and agents in the unlikely event they need assistance while travelling.
Have you noticed any emerging trends among high-end travellers in 2026, whether that’s around spending habits, booking windows, wellness, sustainability or demand for more personalised experiences?
They are seeking a deeper style of travel, where everything is taken care of, which is why our fully-inclusive itineraries are designed to go further into each destination and offer a more authentic experience rather than simply covering the key highlights.
In response to this demand, we have introduced Upgraded Departures, which combine five-star accommodation with our fully-inclusive touring style, as well as upgraded flights. We are also continually working with our airline partners to bring forward upgrade offers that make it easier for customers to travel in greater comfort and “turn left” for less.
Looking ahead to the second half of the year, are you optimistic about the outlook for the travel industry, and what do you think will shape demand moving forward?
Experience is the best predictor we have, and experience tells us that events that impact our industry will eventually subside and consumer confidence will return. The disruption is continuing longer than we would all have hoped, but there are already promising signs that confidence is beginning to rebuild.
This is also a moment where agents can clearly demonstrate the value, security and convenience they provide for travellers. I continue to hear stories of how much travellers have appreciated booking through an agent during this period, particularly because of the reassurance and support they have been able to rely on when it mattered most.
