Couples travel is the new black
If you’re a fool in love, the travel industry wants your business, with ‘couple’s holidays’ the latest money-making machine.
Last year, almost 13 million Aussies aged 14 and over took at least one holiday, and surprise surprise, nearly one third travelled with a partner.
But do couples actually behave differently than other fools not in love on holiday? Apparently, they do.
According to recent findings from Roy Morgan Research, people who take a trip with their special someone are more likely to visit historical sites, hit up the museums and galleries, go bushwalking, play poker machines, dine out at restaurants and go to the theatre – and that’s just the start of it.
Couples are less likely, in fact, to go to the movies, art festivals or cultural events, visit a zoo or theme park, or go for a splash or surf in the ocean.
The fact that the majority of Aussie couples who took a holiday together last year (59%) were punching 50 and up might be a reason for some of these trends.
It also goes to show that many empty-nesters are taking advantage of their newfound freedom to hit the road Jack, and shake off some of those parental responsibilities.
“In 2014, Australians who reported taking their last trip with their partner outnumbered those who holidayed in any other ‘configuration’ (for example, as a family with children, solo, or with a friend),” Roy Morgan Research’s group account director Angela Smith said.
“This obviously represents a major opportunity for tourism industry players, and many travel agents, resorts and hotels offer packages targeted at this segment. There is even a magazine dedicated to ‘couples holidays’.”
“Our data shows that people who take holidays as a couple are more likely than the average Aussie traveller to engage in a diverse range of activities, from taking in natural scenery to going to the theatre, bushwalking and playing pokies.
“Travel agents and other tourism operators keen to succeed in the area of couples holidays need to understand their target market in depth, as their habits and preferences are not as cut-and-dried as one might initially think.”
Email the Travel Weekly team at traveldesk@travelweekly.com.au
australians couple holidays roy morgan researchLatest News
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