The report uncovers a fascinating correlation between the rising cost of living and travel intentions among Australians. As financial pressures continue to mount, 7 in 10 people cite cost-related factors as the biggest impediment to realising their personal travel goals, with 35% of Australians having postponed a trip due to cost of living pressures, and 12% cancelling their travel plans altogether.
Co-founder of July, Athan Didaskalou, said “At July we wanted to better understand the state of the nation; how Australians were feeling about travel and how they were committing to exploring with increasing pressures on daily life. These insights show that Aussies are willing to sacrifice daily life luxuries in order to make sure they see the world. Travel has never been more important and on the agenda for us.”
July’s Travel Report: Unpacking Australia takes a deep dive into the personal sacrifices Australians are willing to make to embark on their dream vacations. From forgoing food delivery and eating out (77%) to cutting down on date nights (68%) and giving up alcohol (67%), the report highlights the lengths to which Australians will go to fund their travel adventures. This unique perspective provides a heartfelt glimpse into the determination and passion that drive Aussies to explore the world, even in the face of financial challenges.
Additionally, adding a touch of humour to the report, July’s Travel Report delves into the quirky items Australians insist on packing for their getaways. Almost 1 in 3 of those aged 18-24 will bring a sex toy, vibrator or lubricant on their next holiday, as sexual wellness continues to grow in popularity with the younger demographic. Those aged 45-54 are most likely to pack crystals, and 1 in 8 Aussies will pack a jar of vegemite on their next holiday. The report also looked at packing habits, finding that for a 3-day weekend away, Australians will, on average, pack 5 pairs of underwear.
Helen Osborne, Founder of Ground Truth Research, said of the report, “In our view, the findings of the study acknowledge how integral travel is to the Australian lifestyle. Despite growing cost of living pressures, Australians remain very committed to getting away over the next 6 months. But how people travel – where people go, how long they stay etc. – will change.”
July’s Travel Report also looked to discover the lesser-known travel destinations, with Hobart, Tasmania voted as the most underrated travel location in Australia by more than 19% of respondents.
“From world-renowned art museums and heritage sites to an award-winning food scene that attracts some of the world’s greatest chefs, our island on the edge of the world, is fast becoming a haven for foodies, artists and travellers,” says Tourism Tasmania’s CEO Sarah Clark, of the island state’s increasing popularly with local and international travellers.
July believes that this report serves as a powerful tool for not only the travel industry but also for every Australian seeking to explore their wanderlust amidst a changing socio-economic landscape. The insights gained from this study will undoubtedly contribute to fostering a more meaningful and memorable travel experience.
July’s Travel Report: Unpacking Australia, Key Findings:
- The desire to travel for leisure is strong despite acute cost-of-living pressures
- Over two-thirds (68%) of Australians say it’s important they travel for leisure within the next six months
- Despite this, 7 in 10 people (73%) cite cost-related factors as the biggest impediment to realising their travel plans at the moment
- A further 81% say they ‘need to find a way to make their next holiday more affordable
- ‘General cost-of-living pressures’ (54%), a lack of available funds (43%) and the price of air travel (31%) are the biggest obstacles. These cost factors significantly outstrip time-related factors (e.g., getting time off – 17%) and even their rising mortgage or rental payments (12%)
- Over the past 12 months, 35% of Australian travellers have postponed a trip due to cost-of-living pressures. A further 23% have altered their trip significantly to make it more affordable, while 12% have cancelled a trip all together
Australians are willing to make compromises in their everyday life – and on the trip itself – to make their next holiday more affordable
- Australians are willing to make everyday sacrifices to save for their next leisure trip, showing that leisure travel behaves much like an essential good:
- 3 in 4 (or 77%) will or have given up food delivery services & eating ou
- 2 in 3 (or 68%) will or have pulled the plug on going out for date nigh
- 2 in 3 (or 67%) already have or will go alcohol-free. For 18-24’s, this number rises to 7
- 1 in 2 (52%) have or will give up entertainment streaming services like Netflix
- Interestingly, for each of the above lifestyle adjustments, women are significantly more likely to engage in these abstentions than men. With the available data, we can only speculate on the reasons for this. An average lower personal income or women being more likely to take charge of holiday planning in the household are possible explanations
- Australians will also make changes to the holiday itself so it’s more affordable:
- Strikingly, over 1 in 2 (54%) Australians will consider travelling out of season to take advantage of lower accommodation and flight costs
- 40% will consider low-cost airlines and budget accommodation
- 30% will reduce the length of their stay, self-cater meals or choose a ‘cheap’ destination
- Only 10% will take an indirect flight to their chosen destination, showing that while Australians will embark on a ‘no frills’ holiday, inconvenience won’t be part of it
Hobart, Tasmania, has been rated by Australians as the ‘most underrated travel destination’ in the country
- Many Australians are looking to take their next holiday domestically, with 70% agreeing ‘the cost of travel is too high to consider going overseas right now
- To this end, we investigated the Australian destinations people believe other travellers might be overlooking; Tasmania, Hobart secured the title of ‘most underrated’, while also conspicuous in the data are two South Australian destinations; Adelaide and Kangaroo Island
Other insights
- 1 in 5 Australians have extended a work trip to enjoy some leisure time over the past 12 months. Men are statistically more likely to indulge in ‘b-leisure’. This is likely because 65% of women don’t travel for work compared to just 49% of men
- Different age cohorts are craving different things for their next holiday:
- 18-24’s are more likely than any other age cohort to be craving quality time with family and friends
- Those aged 25-44 are far more likely to be craving ‘time in nature’ (38%) than any other age cohort
- 45-54’s mightn’t care where they go on holiday; this group are most likely to ’just want to escape the stresses at home’
- Those aged 55+ are more likely to be seeking a holiday to focus on their health and wellbeing. Incidentally, they are also the age group least concerned about soaring costs coming in between them and their travel goals in the next 12 months
- We also looked at how Australians pack for travel, revealing some interesting and occasionally humorous insights:
- Almost 1 in 3 (29%) 18-24’s will be packing a sex toy, vibrator or lubricant. This number drops to 1 in 8 for the general population
- Again, almost 1 in 3 (27%) 18-24’s will pack a quirky outfit or costume compared with 1 in 8 in the general population
- 1 in 8 Australians will pack a jar of vegemite
- Playing into an old stereotype, men are significantly more likely to pack all their things into a carry-on suitcase than women are
- Men are twice as likely to be packing a drone or chilli sauce than women are
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