AAT Kings new research reveals domestic travel continues to dominate Australian agendas for 2025 as cost, convenience and safety top the list of key decision-making factors.
The study, which surveyed Australian holidaymakers aged 45-plus, uncovered evolving consumer preferences and highlights the growing role of travel agents in the booking journey.
Domestic travel take priority in 2025
According to the study, 70 per cent of Australians intend to prioritise domestic travel over the next 12 months. Flexible, hassle-free travel experiences are at the forefront of travellers’ wants, alongside a desire for adventures off the beaten path that offers the thrill of exploration without the complexity.
When asked about the most important factors for domestic travel, cost was a major driving force, with 62.7 per cent of respondents selecting it as their key consideration due to lower travel expenses compared to international destinations.
“Travellers are increasingly looking for authentic, curated experiences that offer flexibility and a sense of adventure, while keeping value for money front and centre,” AAT Kings Group CEO, Ben Hall, said. “The desire for local experiences, paired with a focus on safety, reliability, and value, shows the ongoing demand for domestic options in 2025.”
Domestic travel continues to outpace international interest
The research also highlights that 41 per cent of respondents are still planning to spend over $5,000 on holidays annually, reinforcing Australians’ continued investment in travel. Of those considering international options, 62 per cent of the 30 per cent prioritising overseas trips are eyeing New Zealand as a destination, making it the top choice for Australians looking beyond their borders.
Booking trends: the increasing role of travel agents
The research also reveals shifting trends in how Australians are researching and booking travel. Search engines (59 per cent), travel agents (57 per cent), and escorted tour brochures (43 per cent) remain the top sources during the inspiration phase, with the importance of travel agents increasing notably from 50 per cent in July 2024 to 57 per cent.
During the planning and booking phases, travel agents have emerged as the most influential source of information, with 63 per cent of respondents relying on them during the booking stage, up from 60 per cent in previous surveys.
“Travel agents are more integral to the booking process than ever before,” Hall added. “They are playing an essential role in providing comprehensive information and offering expert advice, which has led to their increased influence in the booking journey.”
Tour preferences: value for money and safety take precedence
When it comes to guided tours in Australia and New Zealand, Australians are seeking a blend of value for money (65 per cent), safety (41.8 per cent), and adventure. The study indicates that cultural experiences, outdoor activities, and food & wine experiences are the most popular types of travel experiences that resonate with modern Australian travellers.
Domestic deals from AAT Kings
To help get travellers on their next domestic adventure AAT Kings Group is providing a limited-time “air credit” of up to $1,800 per couple on selected tours, available across both its AAT Kings and Inspiring Journeys brands. With a spotlight on WA this season, travellers can discover the rugged beauty of El Questro, explore the ancient stories of Mimbi Caves, and marvel at the iconic Bungle Bungle Range, all while taking advantage of significant savings.
Until 17 April 2025, new bookings on select tours across the AAT Kings First Choice and Best Buys Guided Holidays, as well as Inspiring Journeys portfolio can receive a $500 air credit per person on 6- to 10-day tours or $900 air credit per person on 11+ day tours.
