A new research report reveals the travel habits of Australians aged 18-35 go beyond sightseeing and souvenir shopping. This new breed of globetrotter is travelling with a cultural agenda, incorporating their interests in food, fashion, music and the arts into their exploration.  

The findings were released by Contiki Holidays as part of its annual Travel Trends Research Report, carried out by Lonergan Research. This year’s report, Style Miles, offers a comprehensive look into how popular lifestyle pillars (food, fashion, music and the arts) influence young Australians when travelling.

Results reveal that simply ticking the boxes while travelling is a thing of past. Young Australians are taking an active role in pursuing their key areas of interest while away, which subsequently enriches their everyday lives back home.

So, what is the most important lifestyle element young Australians are engaging for these cultural exchanges?

Food, glorious, food is the most important element 18-35s want to tuck into while away. Forget finding the nearest Maccas! The vast majority (96 per cent) believe experiencing local cuisines is the most important element of travel.

And it seems once they have had a taste, they want to take away. Half (50 per cent) of young Aussie travellers have tried to recreate dishes they ate overseas back home, 45 per cent have frequented restaurants which makes food from the places they travelled and 23 per cent have even altered their diet to incorporate meals that tap into memories from their travels.

Can you hear the beat? Young Australians can and it’s leading them all the way overseas. Over half (54 per cent) would visit a particular destination due to its musical associations, 12 per cent have already done so (think Graceland to visit the King, or some Lennon-loving in Liverpool).

But music doesn’t just influence the diehards. The majority of 18-35’s (77 per cent) feel experiencing local music is important while away. Most (93 per cent) would like to see a live show; 88 per cent like listening to local bands or music (from the jazz players in the park to the local riffs played on the radio) and 85% have a fancy for festivals.

The research also revealed that young Australians want to indulge in local art and culture while away (74 per cent) demonstrating that they’re going beyond the big sights of a destination and experiencing its unique cultural expressions via visiting museums or galleries (90 per cent), learning about art history of a destination (81 per cent) and seeking out local artwork to bring back home (74 per cent).

When at home, 60 per cent of young Australian cite fashion as an important part of their everyday lives, an interest that certainly doesn’t take a (cat)walk when the backpack is zipped? Up to 82 per cent visit iconic shops and areas overseas while 78 per cent adopt local style back home from their travels.

Fiona Hunt, managing director, Contiki Holidays, said “This research reveals that today’s young travellers are no longer content to just skim the surface of the places they visit. They want to become fully immersed in local culture via the key lifestyle pillars of food, fashion, music and the arts.

“This means that simply ticking the boxes is a thing of the past; they want to eat the local foods, discover local music, observe and shop for local fashion and indulge in the local arts.

“The idea of becoming culturally immersed in a destination means that the way they are tracking memories of their trips has also changed. Going beyond taking photos or picking up a couple of souvenirs, they are allowing their trips to live on, by incorporating their experiences into everyday life.

 “This research highlights how travel is no longer an independent entity to the lifestyles of young Australians. It is firmly entrenched in their everyday; their interests influence their travels and likewise their travel adventures leave a lasting effect on their everyday lives, long after they’ve returned home.”  

Contiki is the original travel company for 18-35s and have been travelling the world with like-minded people from around the globe since 1962. Contiki crew are the biggest and best trained and committed to delivering amazing experiences – they too are passionate travellers who live and breathe the USA, Canada and Mexico. All trips offer the perfect balance of sightseeing, adventure and free time, at the best value possible to ensure that with Contiki, travellers will have the experience of a lifetime.

Providing the latest trends and insights in youth travel, Contiki’s Style Miles offers a comprehensive overview of the Australian youth travel market. The complete report is available for download at www.contiki.com/stylemiles
 

• National survey of young Australian travellers conducted by Lonergan Research
• Interview with Fiona Hunt, managing director of Contiki Holidays available on request
• State-by-state breakdowns available on request

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Media contact:

Jennifer McDermott
Senior Communications Executive
The Travel Corporation
(02) 9028 5535
jennifer.mcdermott@travelcorporation.com.au

Rae White
Group Communications Manager 
The Travel Corporation
(02) 9028 5035
rae.white@travelcorporation.com.au