What's Happening?
A recent survey conducted by Money.com.au reveals that nearly half of Australians are prioritizing travel as a top financial goal for 2026. The survey indicates that 46% of Australians, approximately 10.2 million people, have included saving for a holiday
among their top two financial objectives for the upcoming year. This trend continues from 2025, where 49% of respondents also prioritized travel over other financial goals such as buying a home, investing, or saving for retirement. The survey highlights that Baby Boomers are the most likely to prioritize travel savings, followed by Gen Z, Gen X, and Millennials. The data also shows a 9.2% increase in short-term overseas trips by Australians in the year leading up to October 2025, according to the Australian Bureau of Statistics.
Why It's Important?
The prioritization of travel over traditional financial goals such as home ownership and retirement savings reflects a significant cultural shift among Australians. This trend suggests a growing value placed on experiences and personal fulfillment over material possessions and long-term financial security. The emphasis on travel, particularly among younger generations, indicates a potential change in consumer behavior that could impact various sectors, including tourism, hospitality, and financial services. As Australians continue to prioritize travel, businesses in these industries may see increased demand and opportunities for growth. Additionally, this shift could influence financial planning and advisory services as they adapt to changing consumer priorities.
What's Next?
As travel remains a top priority for Australians, it is likely that the tourism and hospitality industries will continue to experience growth. Businesses may need to adapt their offerings to cater to the increasing demand for travel experiences, particularly those that offer value for money. Financial institutions might also consider developing products and services that align with this trend, such as travel savings accounts or investment options that cater to experience-driven consumers. Furthermore, the continued emphasis on travel could lead to increased competition among travel providers, potentially driving innovation and improved customer experiences.
