POSTCODES & POSTCARDS: AUSTRALIANS ON THE MOVE
POSTCODES & POSTCARDS:AUSTRALIANS ON THE MOVEIN THE GOLDEN AGE OF TRAVELBI TSU R TR AV EL H AC O M PA RE YO S IN YO U R SU BU RBW IT H OTH ER entre .com.autrends.flightc
CONTENTSEXECUTIVE SUMMARY .3ABOUT THIS REPORT .5Chapter ONEPATRIOTIC & SMART TRAVELLERS .Chapter TWOFLY ME TO THE MOON .68Chapter THREEPOSTCODES & POSTCARDS . 11Chapter FOURWHO TRAVELS? . 13Chapter FIVETHE STATE OF TRAVEL . 15Chapter SIXSOCIAL TRAVELLERS . 17Chapter SEVENTHE PRICE OF TRAVEL . 19Chapter EIGHTJUST CRUISING AROUND.21Chapter NINETHE ‘WHY’ OF TRAVEL . 23Chapter TENTIME TRAVELLERS - WHEN WE GO . 25CONCLUSION . 272
Graham Turner,CEOMelanie Waters-Ryan,COOTom Walley,Executive General Manager - Leisure AustraliaEXECUTIVE SUMMARYAUSTRALIA, THE TRAVELLING NATION AND THE GOLDEN AGE OF TRAVELWelcome to Flight Centre’s inaugural Travel Trends report.Australians are on the move more than ever beforeand we wanted to provide travellers and those thinking abouttravel with some useful insights into travel patterns, trends anddevelopments to enhance their travel planning and experience.We also want to provide some fresh perspectives intoAustralia as the “Travelling Nation” and to reveal whatAustralians want from their travel experiences. The data weput forward in this report covers the 2016 calendar yearand illustrates the most popular travel destinations (London’s3
still calling and Australians like what they are hearing);the extraordinary rise of cruise holidays; the emergingdestinations; how Australians plan their travel in store andonline; and what drives their desire to travel.We also unmask the modern-day Aussie travellers andmuch more in this inaugural report, which we hope willbecome a voice and resource for travelling Australians andthose interested in travel.Australians are, in general, optimistic and determinedtravellers, not deterred by geopolitical tensions, terrorismor currency fluctuations. Inevitably they will find a routebetween any two locations, no matter the distance orobstacles – South Australian astronaut Andy Thomaseven found a way to take the Sydney 2000 OlympicTorch to the International Space Station on board aNASA space shuttle.Reflecting the Olympic spirit, Australians are setting newtravel records, and travelling faster, higher and longer.Australians are also travelling more often and to moredestinations in what can be seen as a Golden Age ofTravel, with more airlines, more routes, more connections,more accommodation, more modes of transport, morecompetition and, especially, more affordability.Australians are travelling extraordinary distances todestinations that not long ago seemed out of reach andout of this world – Flight Centre Australian travellersclocked up more than 10.2 billion kilometres of travel overthe past year. That’s the equivalent of travelling todistant planets!You can find Australian travellers in just about everycity, community and continent of the world. But a merebreak in routine no longer suffices. Australians wantmore than a beach holiday or a hotel stay – they wantto taste the local culture and cuisine, and they want atravel experience that is meaningful and connects themwith important personal, family, career and even nationalvalues, priorities and interests.There has been marked increase in travel to Canada andIceland, with Air Canada direct flight landing in Australiain 2016. Growth in travel to Iceland comes off the backof an aggressive marketing camapaign over the past fewyears.We hope you enjoy this report and we look forwardto sharing the latest developments and trends in travelwith you online at http://trends.flightcentre.com.auwhere you can put in your postcode and see how youand your travel behaviours compare with our customersin your suburb.Graham Turner, CEOFlight Centre Ltd4
ABOUT THIS REPORTThis report is based on Flight Centre’s unique database ofmillions of customers. Flight Centre is Australia’s largesttravel retailer, catering to all sectors of the market - fromstudents and backpackers to business, luxury and leisuretravellers. Flight Centre employs more than 18,500 peopleglobally, the vast majority in Australia and operates leisure,corporate and wholesale businesses in 13 countries.The massive scale of the Australian travel movement in 2016 isrevealed in this report via our postcode and other travel data,and also on our website http://trends.flightcentre.com.au.This data shows that travel has now become a feature ofsuburban and regional Australia, just like backyard cricket andbarbecues, and that most Australians hope or expect to travelat some stage.geographic locations within Australia, down to a state,regional, city or postcode level. It reveals fascinatinginformation about who is travelling and their travelpatterns and preferences, based on postcode locationsand a love of travel to destinations near and far.This data has been collected between 01 January 2016to 31 December 2016 from Flight Centre’s own databaseand its expert insights into Australian travel.We have scrutinised the database to tell us wheretravellers from postcodes across Australia are goingdomestically and internationally, how and when they travel,their average spending and other demographics.Throughout the report we have examined data relating to5
CHAPTERTRAVEL TO ANZAC CENTENARYIn early 2014,bookings opened forthe 2015 AnzacCentenary inGallipoli. spent on travelONEPATRIOTIC& SMARTTRAVELLERSBookings toTurkey in2016 weredown by53%months201420152016This data is collated from Flight Centre’s booking data and total transaction value tothe indicated destination for 2014, 2015 and 2016.US TRIPS INCREASEWHILE AU DOLLAR FALLSWhat Influences Our Travel Decisions?- 1.201,00,000- 1.00900,000- 0.80800,000700,000- 0.60600,000- 0.40500,000- 0.20400,000300,000FY10FY11FY12Departure numbersThis data is collated from ABSFY13yearFY14FY15FY16Avg. AUD/USD6- 0.00Avg. AUD/USDCommemoration events for the ANZAC Centenary in2015 saw large numbers of Australians travel to Gallipolito experience this milestone in the nation’s history, theplace of Australia’s ‘Baptism of Fire’ in World War I. Aspike in bookings in 2014 foreshadowed Australians’commitment to the ANZACs and to honouring theirsacrifice and memory for 2015 (see graph at right). Fromthe huge spike in 2015, it is no surprise that bookingsto Turkey fell in 2016. Ongoing security concernscompounded the drop, and as a result Turkey saw the1,10,000US departure numbersEvents on and around the battlefields and sports fieldshave shaped Australia, and also influence Australians astravellers.
TRAVEL TO FRANCE - NICElargest downturn among the destinations Australians aretravelling to, with a 53% drop in 2016. spent on travelNevertheless, neither divisive politics nor the weakerAustralian dollar deterred Australians from the US orthe UK. Actually, whilst the AU-US has fallen, travel tothe US has risen from last year, with more than onemillion departures across 2016 (see graph page 6).months201420152016This data is collated from Flight Centre’s booking data and total transaction value tothe indicated destination for 2014, 2015 and 2016. spent on travelTRAVEL FOR GOLDEN WEEKIN GUANZHOU1st January andOctober 2016, asemi-annual nationalChinese holidayof Golden Weeksees a large surgein bookings.months201420152016This data is collated from Flight Centre’s booking data and total transaction value tothe indicated destination for 2014, 2015 and 2016.Australians remained optimistic and resolute in theirdesire to travel abroad in the face of changing andchallenging global conditions over the past year. Despiterising terrorist threats and other geopolitical tensions,travel by Australians increased in 2015 to 2016.We examined Flight Centre booking data before,during and after some of the major global events andchallenges to identify travel peaks, and the results weresurprising. Throughout a year of adverse events aroundthe world, Australians, by and large, continued theirnormal booking and travel patterns. However, while thebooking patterns remain similar, overall travel to Francewas down by 17%, as continuing issues with terrorismand numerous attacks across Paris and Nice throughout2014, 15 and 16 have shaken confidence in one of ourmost popular destinations.Looking to our closest neighbours, the normal bookingpatterns only seem to alter when something reallyexciting happens! ‘Golden Week’, the twice-yearly sevenday national holiday in China, sees a spike across theboard to Asia, particularly in travel to Guangzhou (seegraph on left).
CHAPTERTWOFLY ME TOTHE MOONIn 2016, Flight Centre’sAustralian customerstravelled the equivalentdistance to Mars andback 68 times.x8Mars and back 6Australians Going PlacesIn travelling to their favoured top ten destinations, FlightCentre’s Australian customers covered a staggering10,295,368,054 kilometres in the past year. That’s morethan 10.2 billion kilometres of flying, cruise boat loungingand holiday memories. It’s also the equivalent of travelling todistant planets. While space looms as the final frontier fortravellers, Australian voyagers are already clocking up spaceage distances, roving around the world.If we just take the top ten destinations in the past year,Australians have travelled the equivalent distance that itwould take to get to Mars 68 times and back!Travel can now be considered a national priority; the massivedistances Australians travelled reflects an enduring love affairwith international exploration and personal connections.The increasing ease and affordability of travelling such longdistances has Australians clearly over the moon with theirability to see the world like never before.8
Fly me to the moon.and then some.x19Moonandback13,3Neptune andSaturn and backk1.18xx4.04bacrs aMand b ac kx46.86Jupiter and backHOW WAS THIS DATA COLLATED?We took the top ten travel destinations of each state andcalculated a standard time and distance for flights only from eachmajor airport in the respective state.The distance and time-inflight data was collated from Qantas and OneWorld route maps.x71.8x98.1kcaUranus and bWhere possible, a direct flight was used for calculationpurposes.Where a connecting flight was required, that timeand distance was added to the calculation. Stop-over waitingperiods were not included.The top ten destination time and distance was then multiplied bythe number of passengers that booked with Flight Centre foreach respective destination during the time period 1 January2016 to 31 December 2016 to arrive at the final figures.Earth’s closest distance to celestial bodies wascalculated as per http://bit.ly/1KV2ytJ9
HOW FAR PEOPLE TRAVELLED FROM EACH STATE.131 million km1,158 million km776 million km2,619 million km10.3 billion kmtravelled with flight centre2,121 million km3,111 million km208 million km167 million kmAustralians are not fazed by travelling vast distances to get totheir top ten favourite destinations. The bookings to each stateand territory’s top ten sees New South Wales loggingthe most distance, with Victoria and Queensland not farbehind. The state to travel the furthest per capita is NorthenTerritory with an average of 538 km booked per resident.Incredibly, the amount of travel time booked to Australia’stop ten destinations is more than 33 minutes of airtime forevery resident of Australia. See Chapter 4: The State of Travel for more information on top ten destinations10
CHAPTERTHREEPOSTCODES& POSTCARDSWhere We Live & Where We GoWhile postcodes were originally allocated to geographicareas to help deliver mail more efficiently, our travelpostcard data in this report shows that Australians’passion for travel extends across the nation.We analysed our postcode data to see what parts ofAustralia love travelling the most and where they likegoing the best.Residents of Sydney’s north are avid travellers acrossthe board (see right): they have the most number ofbookings in the nation, spend the most and have thesecond highest change in travel bookings year-on-year,up 40% from last year. Their favourite destination is theUK, closely followed by Singapore and Italy - so EuropeanHighestValue 5345512170North Sydney, NSWBrisbane City, QLDRouse Hill, NSWWangara, WACampbelltown, NSWWerribee, VICGosford, NSWBaulkham Hills, NSWCaloundra, QLDLiverpool, NSWrLoHighest Value data was found through analysing the total transaction value (TTV) ofeach postcode in 2016, and finding the postcodes which had the highest annual TTV.Some postcodes include other suburbs/towns with the same postcode.Residents ofNorth Sydneyspend the most, Western Australiansare avid travellers.11
The Big 0385606Brisbane City, QLDNorth Sydney, NSWDevonport, TASGympie, QLDWarrnambool, VICBelmont, WAStrathfield, NSWSandringham, VICPlympton Park, SAPort Lincoln, SA65%40%25%25%23%-18%-20%-21%-23%-24%The Big Movers data was collected through analysing the year on year percentagechange in sales, comparing 2015 to 2016 data. Some postcodes include other suburbs/towns with the same postcode.Most 6422506210North Sydney, NSWCampbelltown, NSWWangara, WARouse Hill, NSWWerribee, VICCranbourne, VICLiverpool, NSWSuccess, WAGosford, NSWMandurah, WAMost travelled data was found through analysing the number of passengers bookedonto trips per postcode in 2016. This can include individuals travelling multiple times.Some postcodes include other suburbs/towns with the same postcode.summers, with a refreshingstopover in Singapore, arethe go for Sydneysiders.Western Australians arethe next most intrepidmovers on the list, withthree postcodes in the top tenlist. Bali is an Australia-wideobsession, and residents ofWangara in Perth’s north are no exception, with travel toIndonesia topping their list of favourite destinations.The southern states dominated with the biggest moversin the other direction, where residents of South Australianpostcodes Plympton Park and Port Lincoln booked muchless this past year. Meanwhile, Devonport in Tasmania’snorth saw a 25% increase in travellers for 2016.Werribee and Cranbourne were the top rankingVictorian postcodes both making it into the overall topten most travelled list.Residents of Sydney’s north-west and the NSW CentralCoast, and the southern coastal cities of Queenslandproved their love of water-travel, as they booked themost cruise trips out of everyone.To check travel information in your postcode or insurrounding areas, go to http://trends.flightcentre.com.au
CHAPTERFOURWHOTRAVELS?Unmasking the Australian TravellerThe extraordinary level of travel activity undertaken byAustralians from all regions of the country in 2015 and2016 shows that travel has become embedded in theAustralian ethos, and a composite image of the modernAustralian traveller is starting to emerge.The profile of the average Australian traveller, accordingto our data, is a 47-year-old male who travels for 15days, plans his trips 56 days ahead and likes to comeinto Flight Centre stores to make enquiries. Australians,it seems, are not accidental tourists. Last year, more than59% of trips made by Australians were international, andthe biggest dollar-droppers were the 50-54 age group,who like to travel in style.Australians are also falling in love with travel earlier thanever, with Flight Centre travellers in the 15-19 age groupseeing 40% growth over 2015 to 2016, even though theyhave the lowest average spend. The gap year is alive and well,either before university starts, or as a break in between, withinner-city Melbourne seeing the biggest numbers of studentsbooking their travelling experiences.Flight Centre’s Australian customers prefer travelling alone,although travelling in large groups is up on last year by 21%,suggesting that greater value – and companionship – can befound in tours and in groups.However, 18-34 year olds are also fast on the take-up,making up 22% of cruisers, outstripping Gen X (35-49 yearolds), who only make up 15%.18-34 year olds make up22% of cruise passengers,outstripping Gen X.13
DID YOU KNOW?Almost 1 in 10low cost carrier passengersbook with Most populartravel mode isSINGLEAge group thatspend the most:SuMoDecTuESembWeTherFrSaECKTITICTKETDECEMBER isthe most popularmonth for travel59%Travelled internationallyThis data was collated from Jan-Dec 2016 passengerand destination data from Flight Centre data stores.grew 40%from 2015 to 2016Average leadbooking time:50-54 yrsAIRLINThe numberof travellers inthe 15-19 age groupPASSPORTPASSPORTAveragepassengersper booking:56 days1.9Age group thattravels the most:Most popularenquiry type:WALK-IN25-29 yrsAveragetravel duration:15 days14
CHAPTERFIVETHE STATEOF TRAVELAustralian Regional Rivalries in TravelIn 2016, Australians have been around the globe morethan ever before with each state displaying its ownpreferences and differences. We put the states andterritories of Australia under the microscope and here’swhat we found.Despite a tumultuous year in North American politics,Australians’ love for the fast-paced Big Apple, jazzyNew Orleans, The Windy City and the tech hub ofSan Francisco topped the charts. 2016 saw Victoria,ACT, New South Wales and Queensland all putting theUnited States at the top of their international travel lists.Northern Territorians and Western and South Australiansstill chase their relaxing getaways in Bali, with Indonesia astheir biggest destination. Thailand and New Zealand arevying for 3rd place across the board, as Australians search foradventures not too far from home.New Caledonia is one of the fast-growing places to visit forFlight Centre’s Australian customers, with bookings up 42%from 2015 off the back of a major promotional campaign.The dramatic mountains and delicious food of Japan are alsoattracting flocks of Australians, with bookings up 18%.Domestically, local travel is going strong. There’s nosurprise that Sydney and Melbourne are the top domesticdestinations. Northern Territory’s top domestic destinationwas Brisbane, while New South Wales’, South Australia’sand Western Australia’s was Melbourne, reflecting commonsporting rivalries and strong business connections.When many Australians decide to go overseas, they gobig. London and Los Angeles are still on top, with the nextchoices being the closer-to-home options of New Zealand,and culturally adventurous South-East Asia.ACT, NSW, and QLDput the US at the topof their internationaltravel lists.
Destination12345678910% PassengersDestination% PassengersTOP MOVERSSydney25 %United StatesMelbourne19 %United Kingdom8%Brisbane16 %Indonesia9%New Zealand6%Thailand6%Uluru12% New Caledonia 42%Maroochydore11% Japan18%10% Vanuatu17%PerthGold Coast8%11 %12 s2%CairnsDarwin3%Canada2%Brisbane9% India13%Canberra2%Japan2%Melbourne9% Canada11%It is interesting to note that the destinations which have seen thebiggest increases of Australians travelling are largely closer to home.New Caledonia has seen a 42% increase among Flight Centrecustomers, up from last year, while some of the best snow in yearshas seen Japan jump up 18% as well. It is no conjecture that Aussiesare adventurous.Top Domestic and Top International destination data was calculated as a percentage of the total passengers travelling domestically or internationally respectively during the 2015 calendar year.Top Movers data was collated from analysing the year on year percentage change in sales, comparing 2015 with 2016 data.16
CHAPTERSIXSOCIALTRAVELLERSdiscussing and purchasing their travel, particularly fordetailed bookings including international flights.Australians often cite their family, friends, partnersand colleagues as one of the top sources of travelinspiration. Social media, one of the main ways they keepin contact with their peers and loved ones, is increasinglyinfluential in inspiring and sharing Australians’ travel habitsand experiences.The internet also played a key role in generating travelenquiries followed up in store by staff and advisers, creatinga more blended digital and physical ‘Clicks and Mortar’travel experience.‘First, let me take a selfie’Travel is a social experience in more ways than one. MoreAustralians journeyed online in the past year to search forinformation and inspiration before booking and checkinginto airports, train stations and seaports or collecting hirecars, bicycles or camping gear to start travelling.There were very strong increases in digital services acrossthe travel spectrum highlighted by a sharp rise in onlinetravel videos and images demonstrated by an 800% increasein video posts on Flight Centre’s Facebook page and 6.6million YouTube channel views.Travel agencies, shopfronts, travel consultants and specialists,however, were still preferred by many Australians whenAn amazing96,494 peoplestarted engagingvia Flight Centre’sInstagram accountin just two yearsto share their“wow” moments.
91%709,685fans as of 31 Dec 2016A Facebook Likeis still Australia’sfavourite Facebookinteractionlig/f79%Facebookvideocontinues tobe a strongtrend beinga popularcontentformat6.6mThis data is from FlightCentre’s own socialmedia pages in 2016.video views to datefrom 1 Jan 2014to 31 Dec 2016Flight Centre brand’s hashtag#openmyworld was inspired fromFlight Centre’s vision “to open upthe world for those who want tosee” and has overcentreauLAICOS EDIAMThe averageview time of videos is421,803interactions (likes and comments)ncetigh s/fl ideov0:33The Flight CentreAustralia YouTubechannel has receivedFA N Shashtags and growingAustralians like to talkabout travel on socialmedia on a Friday71%auntre96,494581,399of Facebookinteractions forFlight CentreAustralia are aFacebook Likeof Flight Centre’sFacebook fansare femaleceht@flighttreof Flight CentreFacebook fansare AustralianFlight CentreAustralia’s0Instagramfollowers haveincreased from.secsas of1,444 suscribers31 Dec 201692%of videos were viewedby Australians60%72%of Flight Centre’sYouTube audienceis maleof Flight CentreInstagramaudience isAustralianMost watched video 3,593,519views“Flight Centre Pre-Roll 15 seconds”http://bit.ly/1QmTES118
CHAPTERSEVENwages on a return flight to London, about 22,000today. In the early 1990s, Qantas sparked a price warwhen it reduced fares on the iconic Kangaroo Routeto 1800. That represented three weeks’ pay or about 4700 today.THE PRICEOF TRAVELHow much? ¿Cuánto cuesta? Combien?During the following 20 years, fares changed little,with a typical Sydney-London fare of around 1800representing just 1.4 weeks’ pay for the average worker.? Koliko?Flight Centre has a rolling study known as the TurnerAffordability Index which tracks past and present flightaffordability comparative to income levels. For example,the 29 passengers aboard the first Qantas LockheedConstellation bound for London in December 1947 paid theequivalent of 1170 – about 85 weeks’ pay for the averageworker at the time – for the four-day each-way flight.Based on average wages in Australia in 2016, the 1947 farecost the equivalent of more than 133,000 in today’s dollars.By the early 1960s, a typical fare cost the equivalent of sixmonths’ wages, or about 40,000 in today’s terms.When long-haul travel took off 10 years later, an averageAustralian worker would have spent three months’ totalIn 2016’s wages, a typical return flight to London hasbecome even cheaper, at just 1.14 weeks’ pay for aneveryday Australian worker.Travel, literally, has neverever been this affordable.- GRAHAM TURNERFlight Cenre CEOFounder and Managing DirectorCheap Fares!
YEARSuMo2016TuWeThFrSaTYPICALFLIGHTFARENO. OFWEEKS’PAYADJUSTEDPRICECost at the time of aFLIGHT TO LONDONBased on averagewages at the timeBased on currentaverage wages1947 1,17085 133,9091961 1,200 26 40,9601971 1,300 14 22,0551981 1,850 6 9,4521991 1,800 3 4,7262001 1,900 2.2 3,4652010 1,800 1.4 2,2052013 1,800 1.15 1,8112016 1,800 1.14 1,795The adjusted price is the average current wage in 2016 (according to the ABS 1,575), times the average week’s pay in the historical year.20
CHAPTEREIGHTJUST CRUISINGAROUNDVoyages of discovery, leisure and luxuryAustralians are travelling the land, seas and skies like neverbefore in search of new experiences and cruising is the hotnew choice of travel. Cruising aboard liners equipped with allthe modern conveniences including Wi-Fi, is at the crest of agiant wave of popularity.Record numbers of Australians are discovering the romanceof sailing the high seas, rivers and waterways, enjoying a verydifferent travel experience than on land or in the skies.More than 1.2 million Australians from all backgrounds hada holiday cruise in 2016, and hundreds of thousands of thembooked through Flight Centre. Incredibly, more than 50% ofpeople who have been on a cruise this year indicated thatthey intend to book another cruise within the year. AmongFlight Centre’s customers the average age of a holidaymakeron a cruise is 53 and they usually travel with a partner.Residents of Rouse Hill, in north-western Sydney, are thebiggest bookers of cruises in the nation, while residents ofHervey Bay in Queensland come in at a close second.The most popular months to book a cruise are Januaryand February, with peak international cruise departures inSeptember. Domestic cruises’ peak departure month is inDecember as the family holiday period rolls in.When we examined the disembarking locations for cruises,the most popular location was New Caledonia. Local cruisesaround Australian and New Zealand come in a close second.The most booked US cruises are usually 7 days long, butAustralians like to take more leisurely cruises around NewZealand, with the usual duration of 14 days.In 2016 1.2 mAustralians wenton a cruise
Most popular monthsto purchasea cruiseJAN FEBOCTMost popularmonths to travelon a cruise areDecember & SeptemberDomesticNOV - MARInternationalAPR - SEPPostcodes which bookedthe most 22502148Most popular cruise length (2016) was.Rouse Hill, NSWHervey Bay, QLDCampbelltown, NSWCaloundra, QLDRunaway Bay, QLDVictoria Point, QLDBateau Bay, NSWWyong, NSWGosford, NSWBlacktown, NSWUSA7 daysNEW ZEALAND14 daysAustralians (per capita) domore cruisingthan any othercountry onTHE PLANETCRUISESThis cruise data is collated from Flight Centre’s internal data. The 1.2 million cruising Australians figure is anestimated industry figure, of which hundreds of thousands of cruises were booked through Flight Centre.The most popular destination wasNew Caledonia22
CHAPTERof markets and employment, along with strong domesticbusiness competition also sees more Australians flying forbusiness. The flight path between Sydney and Melbourne isnow the fourth highest trafficked airline route in the world.THE ‘WHY’OF TRAVELBusiness travellers often have short lead times betweenbooking and travelling and they largely travel alone. For thisgroup of travellers, autumn is the least trafficked time, whilespring sees numbers of business travellers rising.NINEWhat Motivates UsFor most Australians, travel is best experienced in immersiveways. Australians like to learn and experience the way inwhich local communities live and what they believe, as wellas sample the food, heritage, customs and cultures of localneighbourhoods. We seek out experiences that are genuineand meaningful.Australians love to explore and enjoy the unique, rich culturalexperiences of our Asian neighbours and the differentinternational cultures in continental regions and cities. Springsees large numbers of Australians travelling to destinationsincluding Thailand, Indonesia and Cambodia in search of highimpact and low-cost experiences.So-called ‘empty nesters’, who often have more leisure timeand savings, are one of the biggest groups of people enteringthe travel scene. While often travelling with their partner, thesehigh-disposable-income travellers are still booking domesticroutes, but travel increasingly to international destinations inretirement as they venture further afield to fulfil their long-helddreams of exploring Europe, Asia and the Americas.Travelling to visit friends and family never goes out of style andAustralians book hundreds of thousands of domestic flightsacross the year to go to weddings, christenings and familyevents during Easter and Christmas and holiday breaks.SYDThe flight path betweenSydney and Melbourne isthe 4th most traffickedin the world.MELBAustralians’ reputation as hard workers and the globalisation23
WHO IS TRAVELLING & WHY?YOUNG & FREEWHO young, social, fashionableinner city renters educated confident health conscious below/average incomeLet’s have fun& go crazyINTERESTS youth tripscruisesskiingpartiesfestivalsHOW book & goMEDIA BEHAVIOUR personalised content they share dataFULFIL MY PASSIONWHOI want to beselfish & indulgein my personalpassion socially consciousyoung peopleurbanfithealth consciouseducatedINTERESTS food safarisgarden toursspecialty interestshealthfitnessretreatsHOW plans to the detailMEDIA BEHAVIOUR mobile to organise personal life tv programs downloadedTHE BUCKET LISTWe’ll be mortgagedsoon so let’s do it now-Sophisticates (Tech savvy)I want to live my 2nd life-BoomersWHO ma
travel records, and travelling faster, higher and longer. Australians are also travelling more often and to more destinations in what can be seen as a Golden Age of Travel, with more airlines, more routes, more connect
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