30% of Aussies looking to spend more on travel in the next 12 months: YouGov

New research from YouGov’s Global Travel and Tourism Whitepaper 2023 has found that for 36% of Australians surveyed travel has become more important to them since the pandemic, while among affluent consumers*, it’s 59%.

Looking closely at affluent consumers in Australia, the study found that 23% of travellers spent more on travel in 2022 than before, and three in ten (30%) plan to spend more in the forthcoming 12 months.

Travelling with groups of friends and/or family saw a 10 percentage point increase from last year, while cruise holidaying rose 6 percentage points.

Globally, affluent travellers have three main priorities: Safety (37%), experiencing diverse cultures (36%) and experiencing local attractions and amenities (33%).

In Australia, local attractions and amenities is the number one priority for 41% of affluent travellers, followed by safety at 35%, and learning new things at 34%. Experiencing different cultures comes in at 33%.

Globally, and similarly in Australia, culinary experiences, health & wellness and finding interesting activities to partake in are somewhat important. Whereas having personalised experiences is seemingly unimportant, with 12% globally and 9% in Australia prioritising this.

The YouGov Global Travel and Tourism Whitepaper 2023 covers 18 global markets with over 19,000 respondents. YouGov combines the surveys with the consumer attributes it regularly collects.

In Australia, the survey had 1030 respondents aged 16+, using a nationally representative sample between 9-23 November 2022. Data has been adjusted with mild weighting using interlocking demographic characteristics.

*Affluent consumers defined as higher income individuals: Higher than 200% of the median (based on household income)


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.