In a surprising twist of travel trends, Melbourne has dethroned Sydney as the preferred summer retreat for business executives, with North Queensland making significant strides in regional corporate travel. This shift, highlighted in the latest data from Corporate Traveller, a division of Flight Centre Travel Group, underscores a fascinating change in the preferences of Australia’s business elite.

During December 2023, Melbourne’s allure as a business hub soared, surpassing Sydney’s bookings by over five percent. This remarkable change in travel dynamics positions Melbourne at the forefront and showcases its capacity to exceed international travel numbers pre-2019, a feat not achieved by any other Australian airport. With 1.31 million international seats offered, Melbourne’s appeal crosses borders, cementing its status as a global business nexus.

Tom Walley, the Global Managing Director of Corporate Traveller, based in Australia, attributes this trend to Melbourne’s unique positioning. He observes a rise in Trans-Tasman travel, with a 10 percent increase compared to the previous year, indicating a burgeoning interest in cross-border business engagements. North Queensland, too, has emerged as a formidable contender in the corporate travel arena. Destinations like Mackay have witnessed a 13 percent increase in corporate travel, with Cairns following suit as a highly sought-after location outside state capitals.

The festive season saw a surge in corporate arrivals in Cairns, surpassing even the combined figures of the Gold and Sunshine Coasts. This popularity is echoed in Flight Centre’s revelation of Cairns being among the top 10 tourist destinations for 2023.

A notable trend accompanying these travel statistics is the rise of ‘bleisure’ – a blend of business and leisure travel. Executives are increasingly extending their business trips to incorporate leisure activities, leading to a significant uptick in longer domestic trips of four to six days. This trend speaks to a broader desire among professionals to balance work commitments with personal rejuvenation, blending sightseeing and family time with business agendas.

North Queensland’s appeal to the business traveller is partially attributed to the mining boom, a sector experiencing exponential growth. The monthly movement of tens of thousands of travellers, especially into Queensland and Western Australia, reflects the industry’s vitality. Destinations like Mackay, Townsville, and Rockhampton are not just travel stops but are increasingly becoming focal points of Australia’s push towards renewable energy, necessitating more mining of critical minerals.

The list of the top 10 corporate travel destinations from December 2023 to January 2024 is a testament to this shift. Melbourne leads the pack, followed by Sydney, Brisbane, and Perth. Adelaide, Mackay, Canberra, Cairns, Townsville, and the Gold Coast round out the list, each offering unique attractions for the discerning executive traveller.

Excluding state capitals, the top destinations paint an intriguing picture of Australia’s changing travel landscape. Mackay leads, with Cairns, Townsville, the Gold Coast, and Rockhampton following. Destinations like Dubbo, the Sunshine Coast, Mildura, Broome, and Alice Springs are increasingly on corporate itineraries, reflecting a broadening of interests and destinations among Australia’s business community.

This shift in travel preferences among executives signifies a broader trend in corporate travel. Cities like Melbourne and regions like North Queensland are not just business destinations; they are becoming integral parts of a corporate traveller’s journey, offering a mix of work and leisure that reshapes the traditional business trip. As these destinations rise in popularity, they are set to redefine what it means to travel for business, blending the lines between work and pleasure and making every trip an opportunity for professional growth and personal exploration.

Written by: Charmaine Lu

====================================