On December 03, 2015 at 02:15 AM

Sydney, Australia, 1 December, 2015 – The Expedia.com.au brand’s annual ‘State of the Nation’ report, released today, reveals how passionate Australians get out there and explore the world as well as what they look for when planning their next holiday, which goes far beyond good shopping opportunities and having a pool or beach close by.

Expedia’s report found Australia is a nation of travel aficionados who use Bucket Lists to keep their travel dreams on track:

·         More than eight in ten (84%) Australians, over 18, have been overseas

·         Almost three quarters (71%) have explored a different country in the past two years

·         The average Australian international traveller has visited eight countries

·         Almost one in ten Australian international travellers (8%) have visited more than 20 countries

It also appears a weaker Australian dollar and resurgence in domestic travel are not deterring Australian travellers from travelling overseas or aspiring to travel overseas. In fact, three quarters (73%) of Aussies who have ever been overseas intend to travel again in the next 12 months. Of the travellers who have not travelled overseas in the last two years, 44% are planning a trip in the next two years.  This trend is reflected in Expedia data, where demand for both domestic and international is growing year-on-year.

From the USA to Uluru – Aussies’ travel starts with a Bucket List

Whether it’s written on a piece of paper, saved in their phone or etched firmly in their imagination, almost every Australian (97%) says they have a Travel Bucket List, listing the destinations they want to visit in the next five years. And, Aussies clearly don’t have a list just to dream about travel – 92% have crossed at least one travel experience off their bucket list, up on the 2014 result of 87%, suggesting this trend is accelerating.

When looking at the top factors considered in selecting what they tick off their bucket list, nine in ten Aussies (93%) see a unique cultural experience as the most important aspect. Potentially challenging the status quo somewhat, unique cultural experiences are particularly important for the younger generation aged between 18-24 (98%). Next in order of importance is being able to disconnect from everyday life (92%), with 94% of capital-city dwellers citing this as important versus 89% of Aussies based in regional areas. This was followed closely by seeking pristine natural environments (91%).

“Travel is a key part of the Australian way of life and it’s not surprising Australians are inspired to keep a bucket list when they’re surrounded by inspiring travel stories on social media, TV and in magazines. Aussies love getting out there and exploring this amazing world we live in and this is evident as international and domestic travel increases. What’s exciting is that Australians are thinking beyond traditionally popular destinations and are seeking unique travel experiences.” said Georg Ruebensal, Managing Director Expedia Australia and New Zealand. 

The most popular international destinations featuring on Australians’ bucket lists are predominantly perennial long-haul favourites across North America and Europe though New Zealand, with its pristine natural beauty, also ranked highly.

Top international Bucket List destinations:










New Zealand










Hong Kong



When it comes to domestic destinations, the sights and sounds of the capital cities dominate. However, Australians also want to experience the iconic destinations that attract tourists from around the world, such as the Great Barrier Reef and Central Australia. Tasmania, known for its rugged wilderness, progressive dining and cutting-edge art is also gaining in popularity.

Top domestic Bucket List destinations:










Gold Coast




Great Barrier Reef




Central Australia (Uluru and Alice Springs)


Cradle Mountain




Great Ocean Road





Bucket lists are not just for destinations. More than eight in ten (86%) Australian travellers also have a number of special experiences on their bucket list. Nearly a third of Aussies would like to visit one or more of the Seven Wonders of the World (30%); followed closely by seeing the Northern Lights, Aurora Borealis (29%); holidaying like a VIP in luxury (28%); visiting the Artic or Antarctic (26%); and taking a luxury cruise (26%).

Top activities Australians have already crossed off their bucket lists include visiting a major theme park (51%) such as Disneyland, Alton Towers or Wet ‘n’ Wild, seeing snow at Christmas (32%) and attending a major sporting event (24%).

Deeply patriotic, visiting a site of historical significance, such as Gallipoli, is another key experience at the top of Australians’ bucket lists. Two in five (39%) of Australians say they have ticked this experience off their bucket list, up 5% on the 2014 results, perhaps as a result of the ANZAC Centenary in April this year.

Instagram Appeal

The rise of visual social media platforms like Instagram, as well as the enhanced photo capabilities of smartphones, has led to 85% of respondents stating the opportunity for great photo opportunities was a key driver when choosing a destination. This trend is further mirrored by over half (56%) choosing digital cameras as a travel essential, compared to other travelling features such as WiFi (47% felt it was essential),  travel apps (25%) and tablets (23%).

Despite the initial hype, Australians are yet to embrace selfie-sticks with only 7% deeming them a travel essential.



For further information, please contact:
Kirsty Burgess, Haystac
                              Sabine Leroy, Haystac

(02) 8094 7507 or 0478 010 533                    (02) 8094 7762 or 0421 815 068       

kirsty.burgess@haystac.com.au                    sabine.leroy@haystac.com.au


Notes to Editor:

The study was conducted online amongst 5,450 Australians aged 18 and older from 17th September to 6th October 2015. To comment on destinations or visual memories, respondents must have either travelled at least once, or at least once internationally in the last two years; or intend to travel internationally in the next 12 months (2,784 travellers). Surveys were distributed throughout Australia including both capital city and non-capital city areas.

About the Expedia group

The Expedia group (NASDAQ: EXPE) is one of the world’s leading travel companies, with an extensive brand portfolio that includes leading online travel brands, such as:

  • Expedia.com®, a leading full service online travel agency with localized sites in 32 countries
  • Hotels.com®, the hotel specialist that offers Hotels.com® Rewards and Secret Prices through its mobile booking apps and localized websites in more than 65 countries
  • Hotwire®, a leading discount travel site that offers Hot Rate® Hotels, Hot Rate® Cars and Hot Rate® Airfares, as well as vacation packages
  • Travelocity®, a pioneer in online travel and a leading online travel agency in the US and Canada
  • Orbitz Worldwide, a global travel portfolio including Orbitz, ebookers, HotelCluband CheapTickets, brands and business-to-business offerings, including Orbitz Partner Networkand Orbitz for Business
  • Egencia®, a leading corporate travel management company
  • Venere.com™, the online hotel reservation specialist in Europe
  • trivago®, a leading online hotel search with sites in 52 countries worldwide
  • Wotif Group,  a leading portfolio of travel brands operating in the Australia/New Zealand region, including Wotif.com®, Wotif.co.nz, lastminute.com.au®, lastminute.co.nzand travel.com.au®
  • Expedia Local Expert®, a provider of online and in-market concierge services, activities, experiences and ground transportation in hundreds of destinations worldwide
  • Classic Vacations®, a top luxury travel specialist
  • Expedia® CruiseShipCenters®, a provider of exceptional value and expert advice for travelers booking cruises and vacations through its network of 200 retail travel agency franchises across North America
  • CarRentals.com, the premier car rental booking company on the web

The company delivers consumers value in leisure and business travel, drives incremental demand and direct bookings to travel suppliers, and provides advertisers the opportunity to reach a highly valuable audience of in-market consumers through Expedia® Media Solutions. Expedia also powers bookings for thousands of affiliates, including some of the world’s leading airlines, top consumer brands and high traffic websites through Expedia Affiliate Network. For corporate and industry news and views, visit us at www.expediainc.comor follow us on Twitter @expediainc.

Trademarks and logos are the property of their respective owners.  © 2015 Expedia, Inc.  All rights reserved.  CST: 2029030-50

To download this release, please click here:
pdf.gif Expedia State of the Nation Media Release_Australia_1DEC.pdf248.5 KB