The rise of multi-destination travellers
In what is known as the experience economy, travellers are looking for more than just one holiday destination.
A third of the 2.5 million Aussies who went overseas on their last trip visited multiple destinations looking to find and capture new experiences.
These experience economy travellers were intent on experiencing the local culture (85 per cent of them). And they’re prepared to spend more and stay away longer to ensure their desire for a rich experience is met.
Comfort is a key part of the holiday experience for experience economy travellers: they’re almost six times more likely than average to travel on a cruise ship for at least some of their holiday and more than three times as likely to stay in luxury five-star accommodation.
Multi-destination travellers: the vital stats
In the traditional economy, of the 13.5 million Australians who took at least one holiday last year the vast majority (84.5 per cent) of them visited just one destination on their trip, were away for only six nights, and spent an average of $160 per person per night.
Michele Levine, CEO, Roy Morgan Research, said, “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.
“Data from Roy Morgan’s Holiday Tracker shows that Aussies travelling to multiple overseas destinations are especially committed to wringing every last drop out of the experience. For many, it might be the trip of a lifetime that they’ve been looking forward to for years, a one-off holiday that they’re counting on to deliver on all fronts (even if they have to pay more).
“Tourism operators, travel agents and accommodation providers that help them achieve their holiday dreams—giving them not a simply a nice place to stay and sights to tick off their list, but a sense of active participation—stand to benefit.
“These industry players should also be aware that above-average proportions of international and domestic multi-destination travellers are from the more affluent end of the socio-economic spectrum.”
Email the Travel Weekly team at traveldesk@travelweekly.com.au
-
Latest comments
Latest News
The Walshe Group Announces Two Key Appointments
What we really want to know is whether they got joint or separate welcome parties.
FAMIL: Agents explore the delights of Mauritius on 7-day tour
Go green with envy as you read this fabulous itinerary! Time to book that second honeymoon.
Hamad International recognised as world’s best airport at 2024 Skytrax World Airport Awards
Hamad airport is so good it is almost considered a destination in itself. Ballina, up your game.
Saudi Arabia highlights tourism investment opportunities at global investment event
Now is the time to start looking at Saudi Arabia if you are not already. There's big things to come.
“Rampant” – Aussies warned as dengue fever cases spike in Bali
Worried about Bali belly? Now you have something else to worry about.
TTC Tour Brand reveals slew of deals across operators including Trafalgar and Contiki
Everybody loves a bargain and you could do lot a lot worse than check out these deals from TTC!
Fiji Airways partners with Porter Airlines in US growth bid
Any initiative that gets more people visiting the delights of Fiji is a good initiative.
Flight Centre launches CruiseHQ – a marketplace exclusively for agents
The cruise industry has surpassed pre-Covid levels so this isn't one to miss!
Feeling festive? Wendy Wu tours unwraps Christmas collection
Get the Christmas hols booked now and avoid spending it with that elderly relative with dubious political views.
OPINION: In a world of screens, we crave experience
If you get feelings of deep shame and regret when you see your screen time, don't worry - you're not alone.
Sun Princess: High-end dining and world class entertainment awaits
If you are a foodie and you are not currently on the Sun Princess, we really have to ask - what are you doing?
YouGov: 2 in 5 Aussies would pay more for a sustainable hotel
If you want to be REALLY sustainable you can go camping. You just might lose the will to live.
“Can planes swim?” – Planes become boats as Dubai Airport is savaged by severe storm
Unfortunately, "can planes swim?" is a real life question and not an opener to a really bad joke...
Explora journeys reveals bespoke outdoor furniture designed by Matteo Nunziati
This is making your plastic table and chairs look really bad now, isn't it?
Bangkok Airways targets growth with renewed Sabre deal
Two stories abut Sabre's growth in one week and its only Wednesday! Watchout world.
PR agency Example wins pitch for InterContinental Sydney
We also went in for the contract but they said that a 'Be Our Guest'- themed TikTok was unoriginal! The cheek.
Norwegian Cruise Line reveals culinary experience aboard Norwegian Aqua
Once again, this TW journalist REALLY regrets writing this before getting lunch.
Signature Queensland hosts luxury tourism event
Known for its tropical beaches and unique wildlife, Queensland also offers luxury.
Capella Sydney recognised in prestigious Travel + Leisure’s 2024 ‘it list’ of best new hotels
You know that 'it girl' at school who everyone wanted to hang out with? Capella is the hotel version of that.
Rex launches 72-hour fare sale with NO school holiday blackout so you can take your kids (if you want to)
Sadly, leaving your children at home whilst you go on holiday is generally frowned upon.
Adventure World offers chance to connect with “heart and soul” of the US
I mean who hasn't dreamed of a road trip around the US?! Go with Adventure World and you're less likely to get lost.
Fiji’s family-owned luxury resort Likuliku Lagoon launches its own app
We were relieved to find out that having a "concierge in your pocket" referred to an app on your phone.
Hawaii: The US’ laid-back front door for Australians
If you needed another sign that you should definitely head to Hawaii - this is it!
Sabre targets Asia Pacific growth with latest hire
Call the Avengers! Sabre continues its bid for world domination with latest hire.
Air New Zealand signs its largest EVER deal for sustainable aviation fuel
Air New Zealand makes huge step towards sustainable travel. We bet it recycles its rubbish properly too.
IHG Hotels & Resorts continues regional growth with Sunshine Coast Holiday Inn
This Holiday Inn looks considerably flashier than some of the ones we have stayed at in our time.
Budget carrier Scoot welcomes first of 9 E190-E2 aircrafts
Here at TW we would like to offer Embraer E190-E2 a warm welcome! It's not easy being the first of the fleet.
Singapore Airlines grows group passenger traffic by 13.9% for March
This is one of the few situations where an increase in traffic is a good thing.
Number of Aussies going on cruises beats pre-pandemic levels
To be honest, if being stuck inside for two years doesn't give you the travel bug, then nothing will.
Vietjet slashes prices on flights across Vietnam, India & Australia
You can now fly to Vietnam for less money than a night out in Sydney or Melbourne. Time to reconsider the budget.
The Australian Hotels Association (WA) names accommodation excellence award winners
Think blowing up the airbed for your mate qualifies as accommodation excellence? Think again.
Abercrombie & Kent launches Peruvian riverboat tour
If you think being left at a port is scary? Imagine being stuck in the Amazon.
Club Med Bali reveals last-minute group travel deal
If you haven't frolicked across a beach in Bali with your colleagues have you even lived?
Regent Seven Seas Cruises grows sales team across Australia & New Zealand
It is only Monday and Regent Seven Seas Cruises is already announcing hires. Great stuff!
Out of the Ordinary Outback offers caravanners and campers a free night
It's the perfect getaway if your neighbours are starting to drive you a little insane.
Luxury Escapes reveals third signature series tour with Miguel Maestre
We would recommend reading this after lunch, otherwise you risk slobbering at your desk.
Yes do this each year as a must, if we wanted to sunbake on a beach around the Med as a holiday, a trip to the many beaches in Australia would be a better option. We have never not taken an extended multi destination holiday, there is so much culture to enjoy for a one stop European visit. Eg – last one, Norway, Sicily, & Spain. Just wished jetlag could be avoided!!.