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social influences travel trends

More trips predicted as social media inspires travel trends

Sarah Stowe

Survey data from travellers in Australia, Canada, India, Japan, Mexico, the UK and the US, reveals 52 per cent plan to take more trips in 2023. Exactly half of the respondents are budgeting to spend more money on travel this year than in 2022.

Travel is an important budget priority for 79 per cent and 84 per cent of Gen Z and Millennials surveyed are putting a dream holiday ahead of a luxury purchase.

American Express Travel conducted the international survey and found four strong trends.

1. The rise of “Set-Jetting”: popular movies, TV shows and social media (75%) are inspiring trips to places seen onscreen. Among Gen Z and Millennials news, 75 per cent are inspired by TV, news or movies. Instagram influences 46 per cent of the same cohort to seek out particular destinations.

2. Delicious destinations: travellers are choosing holiday spots based on food, whether that’s high end dining, local cuisine or cooking classes. Forty seven per cent of Gen Z and Millennials surveyed revealed they had planned a trip specifically around a visit to a particular restaurant. Again, online influence is key, with 66 per cent finding foodie ideas on social media.

3. A wellness wave: self-care, mental and physical health are driving vacations that boost wellbeing with 73 per cent of respondents planning trips. The younger cohorts seek accommodation that offers spa and wellness services.

Last year the Global Wellness Institute’s Wellness Tourism Initiative listed Australia as the top global wellness destination.

4. Travelling off the beaten path: visitors are seeking hidden gems and local communities, with 85 per cent seeking local culture. Seventy eight per cent of respondents are looking to support local communities while they travel.

The American Express Travel trends align with other predictions that visitors are looking for a more customised experience.

And the focus on local has been reflected in an award-winning market campaign by Quest Apartment Hotels. The campaign featured local business owners sharing their favourite local experiences. Franchisees were able to match tailored campaign imagery to their own local area marketing needs. 

Quest has more than 170 properties across Australia, New Zealand, Fiji and the UK.

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