New data released today from global travel site Skyscanner reveals cost of living has done nothing to dampen travel plans, with 75% of Aussies planning to take the same or more overseas trips in 2024 as they did this year.
While travellers will still look to get some good bargains, with the cost of flights (42%) and hotels (12%) being the biggest factors determining the destination, Skyscanner has unveiled
that cultural exploration and experience will be key the drivers for decision-making when it comes to booking holidays.
Whether gig tripping or exploring the world in search of the best foodie hot spots, Skyscanner shares the latest trends shaping industry and traveller behaviour in its ‘Travel Trends:
Redefining value through experience in 2024’, report.
Blending proprietary flights and hotel data based on millions of searches with an annual consumer behaviour study* and expert commentary, the annual Skyscanner report shows that Australians are not penny-pinching regarding travel. In fact, 35% of respondents have budgeted to spend more on trips in 2024, and only 15% have said they’ll spend less.
Furthermore, betting on some luxe-for-less trend, 15% of Aussie travellers plan to upgrade their flights to business or first-class next year, while 16% plan to purchase airport lounge access.
But a premium travel experience is not the only thing Aussie travellers desire; 29% rate a destination’s overall ‘vibe’ as important when choosing where to go in 2024. The top trending cultural explorations revealed by Skyscanner as key vibes are:
• Main character energy – More than ever, travellers want to slot themselves into their favourite show and embody its ‘main character energy’ next year. Top of the list? Emily in Paris, with a whopping 50% of Aussies inspired to head to Paris thanks to the titular character. One week after season 3 launched in December 2022, Skyscanner saw a 65% increase in searches from Australia to Paris.
• Budget Bougie foodies – Food and travel have always been intrinsically linked, with 56% of Aussies reporting eating the local cuisine and trying authentic food as their preferred activity when travelling, and 39% saying they want to book a destination purely based on a specific restaurant they want to visit. The best destination for bougie foodies? Osaka, Japan – home to 93 Michelin-starred restaurants.
• Destination Zzzz – Sleep health generally is a hot topic (Google Trends shows interest in sleep health has increased by 65% globally over the last five years), and travellers are becoming more mindful of this. Almost one-third of Aussies feel the need for a sleep retreat remedy in 2024 and agree they sleep better on holiday.
What’s more, with the thirst for experiences that drive greater lifestyle value, Skyscannersees these traveller types emerging in 2024:
• Analogue adventurers – In an age of always-on and constant hype, Gen Z craves oldschool analogue adventures that ditch the digital device in favour of how it used to be done. 1 in 5 (21%) 18-to-24-year-olds now bring a disposable camera with them on holiday.
• Celebration vacationers – Aussie travellers are increasingly looking to mark big milestones in style, with 46% having taken a group trip to celebrate a birthday or anniversary. The group chat struggle is real – 1 in 3 (29%) said not knowing where or how to communicate with their group puts them off.
Jarrod Kris, Skyscanner Travel Expert, comments:
“Skyscanner’s 2024 Travel Trends report reveals that more than ever, cultural exploration will be a priority for travellers in 2024. We’re seeing a broad spectrum of cultural curiosity in travel,
from gig trippers, jetting off to see their favourite artists to budget bougie foodies seeking the best food experience (at the best price!).
“The cost of living, though, remains top of mind, and our money-saving tools continue to rise in popularity. Our ‘Everywhere’ search, showing prices from the lowest to highest from airports to global destinations, is the top search destination for travellers globally this year.”
Alongside the launch of the 2024 Travel Trends Report, Skyscanner has just released their Horizons Report,
