Transcending Monkeys

Something big is happening in the world of Australian travel. It’s a seismic shift, a youthquake, and it’s being driven by the very people who are shaping the future of our country: Gen Z and Millennials. These young Aussies aren’t just booking holidays; they’re rewriting the travel rulebook, and in doing so, they’re creating a new and exciting landscape for the entire industry.

The Digital-First, Experience-Driven Aussie Traveller

Forget dusty guidebooks and traditional travel agents. For young Australians, travel planning starts with a scroll. Their world is digital-first, and their travel inspiration is found on the same platforms where they connect with friends and share their lives. We’re talking Instagram, YouTube, and TikTok, where a single video can spark a travel dream.

In fact, video is so powerful that 59% of young Aussies turn to Instagram, 54% to YouTube, and 47% to TikTok when they’re looking for their next adventure . This isn’t just about pretty pictures; it’s about storytelling, authenticity, and finding experiences that resonate on a personal level.

And it’s not just social media that’s shaping their travel plans. The shows and movies they’re binge-watching are having a huge impact too. A massive 81% of Australian Gen Z and Millennial travellers are now planning their holidays based on the locations they see on screen . This “Set-Jetting” phenomenon is more than just a trend; it’s a powerful new driver of tourism, turning our favourite fictional worlds into real-life travel destinations.

“Instead of traditional milestones or bucket-list visitor attractions, they seek experiences aligned with their passions, such as beauty, art, outdoor adventure, local food culture and identity-driven self-care.” - Skyscanner

This quote from Skyscanner really hits the nail on the head. Young Aussies are looking for more than just a holiday; they’re looking for an experience. They want to travel with purpose, to connect with their passions, and to create memories that will last a lifetime.

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The Savvy, Value-Conscious Explorer

Don’t let their love of travel fool you into thinking that young Aussies are reckless spenders. In fact, it’s quite the opposite. They’re a generation of savvy, value-conscious explorers who know how to make their travel dreams a reality without breaking the bank.

With 49% of young Australians having travelled overseas in 2023 , they’re leading the charge in the post-pandemic travel rebound. But they’re doing it on their own terms. A huge 84% are willing to travel outside of peak periods to save a few dollars, and 44% are using reward points to help fund their adventures .

But it’s not just about finding the cheapest deal. For young Aussies, value is about more than just price. It’s about finding destinations that offer authentic local experiences (a key factor for 42%) and align with their personal interests, whether that’s food, sport, or fashion (also 42%) .

And here’s a fascinating twist: despite being the most digitally connected generation in history, young Aussies are also the most likely to want to disconnect. A massive 76% of 18-25 year-olds are keen to do a “digital detox” on their holidays, swapping their screens for sunshine, quality time with loved ones, and the chance to be fully present in the moment .

What This Means for Travel Brands

The Aussie youthquake is a wake-up call for the travel industry. The old ways of doing things just won’t cut it anymore. To connect with this powerful new generation of travellers, brands need to be agile, authentic, and willing to meet them where they are.

This means:

•Getting social: If you’re not on Instagram, YouTube, and TikTok, you’re invisible to a huge chunk of your target audience.

•Telling great stories: It’s not enough to just show a picture of a beach. You need to tell a story, create a feeling, and inspire a dream.

•Offering real value: This isn’t just about discounts. It’s about unique experiences, authentic connections, and a brand that stands for something more than just a bottom line.

•Embracing the disconnect: In a world that’s always on, the opportunity to switch off is a powerful new form of luxury. Brands that can offer a genuine escape from the daily grind will win the hearts of young travellers.

The future of Australian travel is young, it’s digital, and it’s incredibly exciting. The brands that are willing to embrace this change and connect with the next generation of travellers on their own terms will be the ones that not only survive but thrive in the years to come.