A recent survey conducted by AAT Kings reveals that Australian travellers are again looking to explore domestic destinations, with 70% of respondents set to prioritise domestic travel over international trips in the next 12 months. The survey also showed a marked increase in desire of respondents to embark on a guided holiday, signalling strong news for AAT Kings. The survey sampled 400 consumers 45 years and above.
While the cost of living remains high, and many are tightening their purse strings, travellers are still valuing premium and comprehensive travel experiences. The survey dove into consumer travel budgets as we head towards 2025, with 41% of respondents still willing to spend more than $5,000 annually on holidays.
Agents are also in a unique position as a primary source of information for guests during the travel booking process, with search engines (60%), travel agents (50%) and escorted tour brochures (39%) playing a role during the planning phase.
When it comes to the type of holidays travellers are planning, there is a growing interest in guided holidays, with 55% of respondents considering these kinds of trips for their next vacation. The main reasons include the avoidance of organisational hassles (47%), effective budgeting (35%), expertise of tour organisers (33%), safety (30%) as well as social connection with other travellers (24%). When considering an escorted tour, the top factors travellers are looking for are the location/destination (30%) and itinerary (28%), meaning that the importance of offering carefully curated experiences and itineraries should be of top priority for industry leaders. Cultural experiences, outdoor adventures, and food and wine experiences ranked as top travel interests.
The research also shows that on top of domestic destinations being a top priority, these trips closer to home are an attractive option for travellers as they align with their travel priorities and key decision factors which include cost (60%), convenience (50%), familiarity (41%) and safety (41%).
“In what is increasingly a volatile and uncertain world, the role of travel agents and guided tours is becoming increasingly important. Travellers are increasingly turning to experts for reliable and safe travel experiences,” said AAT Kings CEO Ben Hall.
“We have also seen a notable trend towards seeking local, authentic experiences that go beyond typical bucket-list destinations. This shift really represents traveller’s desire for deeper engagement with travel, more meaningful connections and unique experiences,” he continued.
For more information and to book visit: AAT Kings – www.aatkings.com
