Australian travellers want more from their overseas holidays

Posted: 20 April 2017 10:00 am
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The "experience economy" spurs multi-destination travel.

One third of all Australian overseas travellers visited multiple holiday destinations on their most recent trip, intent on travelling for longer and discovering unique, local experiences.

The latest data released by Roy Morgan Research shows that the "experience economy" is alive and kicking, with 777,000 Aussies travelling to more than one destination for their last holiday.

"For many travellers, the perfect holiday is one in which they do as little as possible (preferably while lying on a beach towel). But in the experience economy, travellers visiting multiple destinations tend to seek out more active, engaged experiences," Roy Morgan Research CEO Michele Levine said.

The overwhelming majority of these travellers (85%) were keen to immerse themselves in local culture, happy to spend a substantial amount on accommodation ($215 per person, per night) and wanted to stay abroad for an extended period of time (32 nights on average).

Despite desires to live like a local, experience economy travellers are almost six times as likely to travel on a cruise during a trip and more than three times as likely to stay in luxury five-star hotels and resorts.

However, traditional travel remains popular among Aussies, with most holiday-goers (84.5%) visiting only one destination on their last trip, staying just six nights and spending around $160 per person, per night.

Number of people who visited multiple destinations777,000 (32% of overseas travellers)
Average length of multi-destination holidays32 nights
Average amount spent per person, per night$215
% who like to holiday where they can experience local culture85%

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