New research from KAYAK, the world’s leading travel search engine, reveals that Aussies are prioritising flexibility, experiences, and getting exactly what they want – with 78% saying main character energy is influencing their travel plans*.
KAYAK’s ‘Now You’re Travelling’ research of over 1,000 Aussies found 81% of Australians are feeling more empowered to travel ‘their way’ post-pandemic*, which means taking an uncompromising approach to living their best holiday selves, and over half (55%) agree that they are done settling when it comes to travel and are less likely to compromise on their dream itineraries than they were pre-pandemic*.
The rise of ‘main character energy’ is all about people living their lives how they want, prioritising your own set of needs – and KAYAK’s data shows this trend has now extended to travel in a big way. More Aussies are curating their travel experiences with a focus on flexibility, and to travel the way they like, with 77% saying they’ll prioritise experience over expense to pull out all the stops on their next trip*.
Younger generations are fueling this approach, with 89% of surveyed Gen Z-ers (18-24-year-olds) and 85% of younger millennials aged 25-34 aligning with the idea of main character energy when it comes to travel*.
To help make those dreams a reality, KAYAK has teamed up with media personality and unashamed ‘Main Character’ Abbie Chatfield to share how she makes herself the star of her own travel show, share her own travel experiences and to help guide Aussies to do the same.
“When I think about main character energy I think about strolling the streets of Italy, hanging with my bestie by the pool in Fiji, or playing the part of a chic Parisian in France,” said Abbie Chatfield.
“It’s all about channelling the holiday energy that I’m vibing at that time and having the confidence to make my travel dreams a reality. In my opinion there’s nothing wrong with putting your needs first when you’re planning a trip and I’ve partnered with KAYAK to encourage more Aussies to do just that. Pick your perfect spot, treat yourself to that dream destination, and have the time of your life. If you have to save beforehand so you don’t have to compromise on your dream trip, I say go for it!”
Flexibility and FOMO reign supreme for the Main Character traveller
Flexibility to change plans is crucial for main character travellers, and 60% rate this as more important to them than it was pre-pandemic*, spiking to 70% for younger millennials aged 25-34. For many Aussies ‘FOMO’ is influencing their plans with 69% of travellers being inspired by their friends and families’ holidays to book their own getaway, speaking to the broader excitement that travellers are feeling with a quarter of all surveyed saying they’ve never been more excited to travel.
Compromise free travel signals a return to ‘living large’
With over half of Aussies saying they’re less likely to compromise when it comes to travel, it’s no surprise that a fifth of those surveyed said they’ll be ‘living large’ on their next trip*.
Hotel search data from KAYAK aligns with this sentiment, with searches between 01.07.2022 and 16.09.2022, showing a 12% rise in searches for 4 and 5 star domestic and international hotels for travel for the rest of the year, compared to the same period pre-pandemic, despite prices rising by about 7%**.
KAYAK flight search data also reveals about an 82% increase in international flight searches over this period compared to 2019** for the same travel and search period, as travellers increasingly seek out iconic and decadent destinations such as Paris (increasing about 124%), Rome (searches increasing about 107%), the Maldives (increasing about 53%) and Cancun (increasing about 36%). Locally, Darwin saw an increase of about 125% as more travellers choose to incorporate untapped experiences into travelling ‘their way’**.
According to KAYAK Brand Director Nicola Carmichael, “Our mission is to make it easier for anyone to experience the world through travel, and with KAYAK research showing 70% of Australians are eager to travel again,* we’re excited to offer Aussies the tools and travel hacks to help them plan travel on their own terms. KAYAK’s latest search data shows that Aussies are making the destinations they dreamt about a reality, with once in a lifetime locations such as Rome, Paris and The Maldives amongst the highest searched destinations.”
Main Character Energy on a Side Character Budget
Despite most Aussies saying they’ll put experience above expense for their next holiday, rising travel costs mean more travellers will be looking for ways to balance their main character dreams with their budgets. According to KAYAK, about 86% of those surveyed, name price as the main deterrent to making their dream travel itinerary a reality*.
KAYAK’s flight search data (searches between 01.07.2022 and 16.09.2022) shows that the average cost of a return economy international flight from within Australia has increased by about 52% for travel for the remainder of the year, when compared to the same period in 2019**. With this in mind, more travellers will need to be selective to ensure they can still make their dream itinerary a reality.
“KAYAK’s new VACAY VALUATOR can help travellers who are looking to make cut-backs to save for their next holiday. The tool allows you to choose the items that you would be willing to cut-back on, as well as the length of time you’re happy to make these choices. Vacy Valuator then shows you the trips you could plan with this newfound cash,” concluded Carmichael.
To search for great deals on flights, accommodation and car hire, visit KAYAK.com.au
