Travel Behavior in Australia

Aussies Are Skipping the Agents

Australians are taking control of their holidays like never before. According to a 2025 survey, 65% of Aussie travelers prefer to arrange their trips independently, with only 12% opting for agencies. Travelers both want to save money and control. Planning is also a part of the experience. People enjoy the process, from choosing flights, comparing hotels to building their own journey. That’s why 82% book online. The internet gives freedom: no sales pressure, no fixed routes, just options.

Most Australians Prefer to Travel Nearby

37% of Australians plan to fly within Australia or Oceania, while Southeast Asia (16%) ranks as the top international choice. Long-haul destinations like Western Europe and North America are far less favored. This mirrors a broader pattern across APAC, where Southeast Asia leads as the region’s top air travel destination. When distance shrinks, so do planning windows, budgets, and expectations. Instead of booking months in advance, travelers now make quicker, more spontaneous decisions. That means brands need to compete in real-time discovery, not just seasonal campaigns.

For long-haul operators, this brings pressure. Packages to Europe or the U.S. need to be reframed, not as once-in-a-lifetime escapes, but as worthwhile commitments, with higher personalization, better value, or unique access.

Meanwhile, domestic and Southeast Asian providers face the opposite challenge: rising demand, higher expectations, and less patience. Aussies aren’t just choosing “closer”, they expect “smarter.”

Relaxation Is the Top Travel Style

More than half of Australian travelers (55%) chose relaxation, far ahead of cultural or adventure travel. After years of burnout, instability, and digital overload, people are traveling to feel less pressure, fewer expectations, and more space to just be. The real luxury in 2025 for Australians isn’t how much you do, it’s how lightly you get to experience it.