Aussies Lead the Way in Post-Lockdown Travel Spending

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Are Australians redefining the world of post-lockdown travel spending, outshining global tourists with their passion for ‘Instagrammable’ getaways and Netflix-inspired adventures?

Down Under, Australians are making headlines as the world’s top spenders in post-lockdown travel. 

According to a recent report from American Express, Aussies are poised to outspend other globetrotters this year, with an estimated average expenditure exceeding A$7,700 (approximately US$4,979). 

This hefty sum surpasses the travel budgets of tourists from six other nations.

The travel landscape has transformed significantly since the pandemic era, and Aussies have embraced their wanderlust with an enthusiasm that’s impossible to ignore. 

What’s driving this newfound enthusiasm? Well, it turns out, it’s not just about the destination – the experience and the ‘gram-worthy moments.

“Instagrammable food and a romantic Netflix show have also been cited as the main motivators for travel and choice of destinations for Aussies,” notes the American Express 2023 Global Travel Trends report. 

The allure of capturing that perfect meal or recreating a scene from a beloved show like “Emily in Paris” has propelled Australians to explore the world once again.

To paint this vibrant picture, American Express surveyed 1,000 travellers from Australia, Canada, India, Japan, Mexico, the UK, and the US, and 2,000 travellers from the US. 

The objective? Unearth the driving forces behind recent travel patterns and glean insights into the industry’s future.

Travel is Not Just a Want, It’s a Priority

The findings are clear: Aussies are eager to embark on their journeys. 

“Following the pandemic, we have built up quite the appetite for travel. We found that 76 per cent of Aussies see leisure travel as an important budget priority for the year while 97 per cent planned on taking at least one trip in 2023,” explains Nicola Tan, Director of Product and Portfolio Management at American Express.

It’s not just a particular age group fueling this travel frenzy; it’s a spectrum of generations. 

However, the younger adults, aged 18 to 34, stand out as the most enthusiastic travellers. 

They’re willing to increase their spending budgets and lean towards extended weeklong adventures. 

Travel is an investment in mental, physical, and emotional well-being for them.

A different motivation emerges for slightly older Australian adults aged 35-44. They are more inclined to save money by utilising their credit card points for travel expenses. 

This diversity in motivations highlights the multifaceted nature of Aussie travellers.

Australians are not immune in a world increasingly conscious of its environmental footprint. The report reveals that 81% of Aussie travellers are interested in holidays with minimal ecological impact. 

Furthermore, half of them prioritise personal wellness in their travel plans.

The Influence of Pop Culture and Social Media

In a world where social media and pop culture hold sway, they have become critical drivers of travel trends.

“A great example of this is the popularity that San Domenico Palace, Taormina, a Four Seasons hotel, is having off the back of the White Lotus season two premiere. This is all down to the rising and powerful trend of ‘set-jetting,’ where travellers flock to places that have captivated them on-screen,” explains Nicola Tan.

This screen-inspired wanderlust isn’t unique to Australia; it’s a global phenomenon. 

American Express’s research found that 70% of Gen-Z and millennial respondents worldwide have been inspired to visit a destination after seeing it featured in a TV show, news sources, or movies.

Nicola Tan believes these trends open doors for the travel industry. 

They can tailor offerings to suit travelers’ desires, providing unique, off-the-beaten-path experiences. 

The future of travel promises more than just sightseeing; it’s about living life as a local for a day, indulging in Instagrammable moments, and turning Netflix dreams into real-world adventures.

Australians are proving to be the vanguard of post-pandemic travel, led by their quest for memorable experiences, mindful travel choices, and the irresistible allure of what they see on screens and share on social media. 

Travel isn’t just about the destination; it’s a holistic experience that nourishes the soul and satisfies the wanderlust of an entire nation.

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