What's Happening?
Webjet Group has released its inaugural 'Go Somewhere Special' report, highlighting travel as the top priority for Australians in 2026. The report, based on a survey of 2,000 Australians aged 18 to 80, indicates a shift towards travel as a form of emotional self-care. Nine out of ten Australians expressed excitement about traveling this year, with plans for an average of four trips annually, including both domestic and international journeys. The report also notes a preference for simpler booking experiences and value-driven destinations. Japan remains the most popular overseas destination, followed by New Zealand and Southeast Asian countries like Bali, Thailand, and Vietnam. Domestically, Queensland is the leading destination, with Brisbane
and the Gold Coast attracting significant interest.
Why It's Important?
The findings from Webjet's report underscore the growing importance of travel in Australians' lives, not just as a leisure activity but as a crucial component of mental wellbeing. This trend reflects a broader societal shift towards prioritizing experiences and emotional health over material possessions. The emphasis on affordability and value-driven travel suggests that economic factors are influencing travel decisions, with Australians seeking cost-effective options that still offer enriching experiences. The report's insights could impact the travel industry, prompting companies to focus on providing seamless booking experiences and catering to the demand for mental health-oriented travel options.
What's Next?
Webjet Group plans to release the 'Go Somewhere Special' report annually, tracking evolving travel trends and consumer behavior. As Australians continue to prioritize travel, the industry may see increased demand for destinations that offer both value and emotional fulfillment. Travel companies might respond by enhancing their offerings to include more holistic travel experiences that cater to mental health needs. Additionally, the focus on affordability could drive competition among travel providers to offer attractive packages and deals.
Beyond the Headlines
The report highlights a cultural shift where travel is increasingly seen as a form of self-care, akin to other wellness practices. This perspective could lead to long-term changes in how travel is marketed and perceived, with a focus on its therapeutic benefits. The emphasis on experiences over material goods may also influence consumer behavior in other sectors, as people prioritize spending on activities that enhance their quality of life.
