Report reveals uncomfortable truth about Aussie travellers
Adventure and altruism or comfort, cost and cocktails? One of the world’s biggest travel companies has revealed what’s really motivating us to travel.
We might like to think we’re environmentally-conscious culture-seekers, but when it comes to what motivates our travel plans, research has found Aussies are less altruistic and more worried about our finances than our Asia Pacific counterparts.
8000 respondents from 11 countries took part in Booking.com’s APAC Travel Confidence Index 2023 survey, which focused on the motivations and concerns of travellers in the region.
While 51 per cent reported concerns around finances, more than 60 per cent of Australian respondents remained optimistic about and had no plans to postpone travel over the next year, according to the survey.
Booking.com’s Regional Manager Oceania Todd Lacey said wanderlust among Australians was high despite being late to return to international travel following the pandemic.
“It’s clear that travel will continue to be a priority for Australian travellers who are thinking smartly about how they prioritise their spend so they don’t miss out on experiences,” he said.
The research also identified four typical personas among Asia Pacific countries – Comfort Seekers, Conscious Explorers, Mindful Voyagers and Homebound Pragmatists.
Singaporeans and Australians were revealed as the Comfort Seekers among the international cohort, showing a preference for comfort, quality and indulgence.
Travellers from Hong Kong, China, Taiwan and India (Conscious Explorers) and Vietnam (Mindful Voyagers) prioritised sustainable travel and showed the highest level of concern for their environmental impact, while Homebound Pragmatists – mainly respondents from New Zealand, Korea, Japan and Thailand – valued practicality and local experiences.
For Australians, escaping reality and relaxation were revealed as major travel motivations, with tropical islands, cities and nightlife ranking higher on the priority list than shopping and visiting museums.
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