Eco-friendly and spreading local love: Traveloka & YouGov research reveals Aussie travel preferences ahead of Christmas
New research commissioned by Southeast Asia’s leading travel platform, Traveloka, and conducted by global research firm YouGov reveals that Australian travellers who choose local travel are not just motivated to protect their own hip pockets – they want to help the hip pockets of fellow Australians too.
As Traveloka expands its presence across the Asia Pacific (APAC) region, this research underscores the diverse and evolving trends shaping both Australia and the broader region.
A survey of nearly 12,000 people across APAC, including more than 1,000 Australians, revealed that 59 percent of Australians choose to holiday locally “because it’s cheaper”, which is unsurprising given the current cost of living challenges.
However, 47 percent also said they specifically prefer to travel locally to “support local businesses and the economy”, compared to just 36 percent across the broader APAC region.
This demonstrates that Australians’ money concerns extend beyond themselves and their own wallets, to also consider how the cost-of-living crisis impacts the well-being of the country at large and that of fellow struggling local business owners.
The altruism is also not limited to their fellow man. Australian travellers also consider the planet in their travel choices: 45 percent would opt for a sustainable option over an unsustainable one if given the choice, and 15 percent actively seek it out.
For a growing number of Australians, this could include travelling by electric vehicle (EV) instead of by air, staying at eco-friendly accommodations like off-grid glamping, or visiting nature conservations or island regeneration sites.
The emphasis on sustainability has a positive correlation with our preference for the great outdoors, with 62 percent of respondents ranking mountain ranges and nature reserves as one of their top three preferred destinations for a holiday, followed by beaches and coastal attractions (59%) and countryside or rural destinations (46%).
This choice applies to both local and international travel, with overseas travel for Australians steadily approaching pre-pandemic levels, according to Statista.
Whether it came to local or international travel, only 17 percent of respondents said they travelled to visit tourist attractions, just 13 percent wanted to experience other cultures, and only 7 percent wanted to learn about history or culture.
When it comes to planning these trips in the first place, 52 percent cited using online travel platforms and/or apps (e.g. Traveloka, Google Maps, Waze) to DIY their own adventures, compared to just 25 percent using travel agencies, and 6 percent using newer options like artificial intelligence (AI).
When asked why they chose online travel platforms over other planning tools, Australian respondents cited access to exclusive discounts and deals (57%), convenience of making multiple bookings all on one platform (57%), and customer reviews and ratings (56%) as their top three motivators.
Eighty-five percent of all Australians also cited being confident to some extent that travel platforms have sufficient security measures to protect their information, potentially explaining why they embrace this option so readily.
Given the promising resurgence in local and international travel, there is an enormous opportunity for local tourism providers who consider these newly-emerged travel preferences carefully when it comes to their offering and marketing, says Traveloka.
Caesar Indra, President of Traveloka, said: “Research by Traveloka reveals that Australians’ preference for supporting their fellow citizens extends to their travel choices, mirroring their preference for buying Australian-made goods. This presents an enormous opportunity for local tourism businesses to promote all of the ways their offering adds value to the Australian economy and helps local Australian businesses too – especially if those offerings have an eco-friendly element too.”
Australia’s domestic travel market currently contributes more to Australia’s direct tourism GDP than international tourism, while there was also a 7.3 percent increase in domestic commercial aviation passengers recorded in January 2024 compared to January 2023.
Domestic travel spending in Australia is also expected to reach up to $149 billion by 2027.
YouGov is the most quoted market research source globally, with 26 million registered panel members and operations in the UK, the Americas, Europe, the Middle East, India, and Asia Pacific.
Traveloka is Southeast Asia’s leading travel platform, with a growing presence in the wider APAC region. Its app has been downloaded nearly 140 million times and serves nearly 50 million monthly active users. These users routinely book flights, hotels, and experiences and access financial services through the platform.
The full text of the study, including a detailed country-by-country analysis, is available for download here.
Traveloka (www.traveloka.com)
Case Study
Married couple Ale (F) and Alek (M) Petersen often opt for weekend getaways to relax and unwind, support local Australian businesses, and immerse themselves in nature at eco-friendly accommodation.
Sometimes, they bring their baby Stevie with them. Other times, they prefer to travel alone to truly unwind.
Their most recent trip involved sleeping under the stars in an eco-friendly accommodation on a secluded part of a 1000+ acre working farm in the Australian countryside beside a bird-watching sanctuary.
According to Ale Petersen: “We love travelling overseas when we can and have been lucky to go on some amazing trips to Italy, Africa, and Japan.”
“But we’re also big fans of taking more regular local weekend getaways, exploring regional areas, and supporting local Australian businesses in the process.”
“When we travel, we like to slow down and take the time to get to know an area, so checking out the local shops, produce, and wineries is all part of the experience for us.”
“We also prioritise sustainable travel experiences whenever we can and enjoy being able to access these beautiful natural areas with the benefit of knowing you’re minimising the impact of your visit. It’s always impressive to see how they deliver all the comforts in an eco-friendly way, with one of our favourite experiences definitely having to be a woodfired bath overlooking a valley.”
