Australians are among the most frequent international travellers, taking more than 12 million overseas trips collectively in 2024-5 – an 11.6 per cent increase on the year before[1]. But while Aussies are known for our wanderlust, new research has revealed that more than three-quarters are choosing the certainty of places they already know and have returned to the same international destinations.
A new survey of an independent panel of 1006 Australians commissioned by award-winning travel insurance provider Insure&Go has found Australians may be rethinking the idea that every overseas holiday needs to break new ground. The findings challenge the idea that Australians are always chasing somewhere new, with 68 per cent of Australians mixing old and new destinations when they travel internationally, and 17 per cent mostly returning to the same destinations. Just 14 per cent always seek new places.
While the responses were surprisingly similar across age groups, when it comes to men versus women, the survey found that a slightly higher proportion of women (17%) than men (12%) always seek new destinations.
Insure&Go found that comfort and convenience are the biggest drivers to our returning to the same destinations, with nearly half (47%) of respondents saying they return to destinations because they are easy to travel to and they know what to expect. An equal 43 per cent go back to the same places to relive a previous great experience or experience different sub-regions or seasons. The findings point to a growing preference among Aussies for low-risk, high-confidence travel destinations.
And in a challenge to the long-held perception that Aussies flock to destinations like Bali purely because it’s cheap, the survey found that just 27 per cent choose the same destination because of a low exchange rate and value for money. That suggests familiarity may now matter more than price alone.
However, the younger the traveller, the more likely they are to visit the same destination for this reason: 35 per cent of under-35s seek value-driven places compared with 30 per cent of 35-54-year-olds and just 19 per cent of over-55s. Men (31%) are also more likely than women (at 23%) to choose cheaper destinations.
Insure&Go also asked respondents if they had regrets returning to the same holiday destination. More than half (55%) said their second visit was even better than the first, while half of that proportion (24%) regretted returning due to a poorer or same experience. Younger travellers seem to have higher expectations, with 33 per cent of under-35s regretting a second trip due to the experience.
Insure&Go spokesperson Madhvi Mishra says: “Our research shows that while the attraction of new destinations remains strong, more Australians are choosing easy travel experiences they are familiar with and know will deliver. The majority want certainty in their experiences, and they’re being smart about where they spend their time and money. Returning to a destination can offer a deeper, more rewarding experience.”
Madhvi says that for any overseas destination it is still important to prepare well for each trip, as even familiar holidays come with their own risks. “That one in four respondents regretted returning to the same place shows that travel is unpredictable and doesn’t always guarantee the experience we anticipate. It’s important to plan for the unexpected on every overseas trip no matter how well we think we know a destination.”
