Global travel search engine Skyscanner Australia today released the latest findings of their first-ever Skyscanner TravelContent Survey, which looked at the travel content consumption preferences, habits and behaviours of Aussie travellers.
According to the survey, 44% of Aussie travellers will opt for travel activities that offer a local experience when on holiday. Hungry for that local experience, Aussie’s will pass on a picturesque view at a busy restaurant, opting to taste the flavours from an authentic local restaurant, hidden away from the tourist district.
Findings have also revealed that Australians are also in search of anything adventurous (30%) seeking out activities that allow travellers to be one with nature, followed by visits to museums and art galleries that offer a cultural experience (9%). Sight-seeing and visiting popular tourist attractions as well as going on food trails are lower on the priority when on holiday (7%), leaving shopping (2%) and volunteer activities (1%) at the bottom of their travel itinerary.
Almost a quarter of the respondents (24%) said they knew how to find the best deals and the cheapest flights. And in contrast, only 8% of respondents considered themselves as the ultimate tourists. There was a tie with the number of respondents who considered themselves a planner and those who considered themselves as relaxed travellers (17%). 18% of respondents indicated that there were spontaneous travellers who are likely to make decision on the go and take last-minute getaways when they felt like it.
Though more women (21%) considered themselves to be planners than men (11%), majority of the male respondents were more likely to describe themselves as spontaneous travellers (23%).
When it came to their travel content consumption habits, the findings revealed that getting inspired for their next holiday (48%) is a key reason why Australian travellers seek out travel-related content and 42% of Aussie respondents said that they read or watch travel-related content before bed time.
Photo Galleries is the format that piques most Aussie travellers’ interests (29%), which is more than any other content format – Top 10 Lists (25%), Feature Articles (15%), Travel City Guides (19%).
While a whopping 72% of Australian respondents seek out travel content on social platforms compared to other channels, only 10% would definitively share a post on their social networks.
Emily Callahan, Senior Manager for Growth, Australia & New Zealand, commented on the survey findings: “We created the Skyscanner Travel Content Survey to uncover insights into their preferences and habits, from their travel planning personalities to what they’re after when on holiday and what types of content they enjoy, as we wanted to better understand what drives, inspires and gets Aussies excited to travel.
“At Skyscanner, we want to help Aussies find their best travel option – whether it is the cheapest fares for flights, hotels and car hire. But at the same time, we also want to inspire and inform Aussies on where they can go, and what they can do at holiday destinations. With majority of respondents citing that they are bargain hunters and after local experiences, we can continue to provide even more information on how they can bag the best deals and how to experience a destination like a local.”
Skyscanner publishes informational and inspirational travel articles, as well as tips and tricks on the Travel features and news site to inform and inspire travel. Collaborating with writers and travel experts around the world, Skyscanner takes on a localised approach to every piece of content created for consumers.