Aussies want to holiday abroad in this month of ’24 more than any other, data shows

In positive news for the those who make holidays happen (we salute you, by the way) new TTC Tour Brands research shows that interest in international leisure travel remains sky-high for 2024, with a whopping more than three in four (77 per cent) of Australians over 18 still planning trips for this year – and September emerging as the hot favourite for nearly a third (28 per cent) of these eager travellers.

Europe continues to reign as the ultimate destination dream, with two in three (68 per cent) travellers setting their sights on exploring its enchanting cities and landscapes.

Asia follows closely at 40 per cent, with New Zealand and the USA not far behind, capturing the hearts of 25 per cent and 19 per cent of Australian holidaymakers respectively.

Unsurprisingly, given the cost of living, the data also reveals that Aussies are on the lookout for discounts, with over half of those in the study driven by sales and eagerly awaiting promotions to seal the deal on their getaways.

In addition to this, the majority (54 per cent) of travellers are gearing up to make their bookings within the next three months – so agents should make sure they’re ready to help them turn their travel dreams into reality.

Guiding growing

And that’s not all… the research also shows rising interest in guided tours, with one in seven (14 per cent) holidaymakers considering this style of travel. That’s the equivalent of approximately 1.2 million Australians ready to embark on guided adventures. 

This interest is on par with those eyeing cruises (and we know how many there are of those) or all-inclusive resorts, TTC Tour Brands says.

Some of the key takeaways from the research include:

• A massive 71 per cent of Aussies are planning to holiday between August and October, with September leading the pack at 28 per cent.
• With financial concerns looming large for 35 per cent of travellers, securing good value for money (60 per cent) and taking advantage of discounts and promotions (52 per cent) are top priorities. 
• Additionally, flexible booking and cancellation policies (38 per cent) are high motivators.

“The data suggests that Australians are increasingly planning their international travel at the last minute, with September being a popular choice,” TTC Tour Brands Managing Director Toni Ambler said.

“Europe remains a hot destination, and travellers are more likely to book when they find good deals and promotions.

“Guided tours offer not just unique experiences but also significant savings. We crunched the numbers and found that guests can save between 20-30 per cent on a European holiday with TTC Tour Brands than on fully independent travel. 

“We believe this could go some way to explain why interest in guided tours has been growing year over year.”

Beyond Australians

It isn’t just Aussies who are flocking to holidays… the latest UNWTO World Tourism Barometer data shows that international leisure travel around the world reached 88 per cent of 2019 numbers last year, with an estimated 1.3 billion arrivals worldwide. And the UNWTO expects a tourism rebound to pre-pandemic numbers in 2024 bolstered by pent-up travel demand and reopened source markets.

Ambler recently spoke exclusively to Karryon on the latest luxury tour products and trends emerging in luxury touring. Read our Travel Leaders profile on Toni Ambler.