Travel & Tourism Market Research

Market research plays a pivotal role in shaping the future of Australia’s travel and tourism sector. As one of the country’s most dynamic industries, travel and tourism contribute significantly to economic growth, job creation, and cultural exchange.

In a landscape marked by rapid change, evolving consumer preferences, and global uncertainties, evidence-based insights are essential for organisations and government bodies to make informed, strategic decisions.

Australia’s travel and tourism market is characterised by its diversity, resilience, and capacity for innovation, making it a focal point for both domestic and international stakeholders seeking growth and opportunity[1].

Lonergan Research delivers actionable insights tailored to the unique challenges and opportunities of the Australian travel and tourism market, supporting travel industry operators, airlines, and hotel groups with strategic, creative, and data-driven research.

Understanding the tourism Landscape in Australia

Australia’s travel and tourism market is projected to experience robust growth over the next decade. According to recent industry reports, the market is expected to reach a value of AUD 200 billion by 2034, driven by factors such as technological advancements, supportive government policies, and rising disposable incomes among Australians[1].

The sector’s recovery from recent global disruptions has been underpinned by strong domestic demand and a renewed focus on sustainable and experience-driven travel. Key growth drivers include:

Rising Disposable Income: Increased consumer spending power is enabling more Australians to explore both domestic and international destinations[2]. online marketplaces, reflecting the diverse ways Australians shop for everyday essentials.

Technology Integration: Digital platforms and data analytics are transforming how travellers plan, book, and experience their journeys.

Government Support: Strategic investments in infrastructure, marketing, and regional tourism initiatives are fostering industry resilience.

Key Trends Shaping the Industry

Domestic Travel Surge

Global uncertainties and shifting travel restrictions have led to a significant increase in domestic tourism. Australians are exploring their own backyard, supported by local tourism campaigns and government incentives. This trend has revitalised regional destinations and created new opportunities for businesses catering to local travellers[2].

Sustainable & Eco-Tourism

There is a growing demand for responsible travel experiences that minimise environmental impact and support local communities. Eco-friendly accommodations, carbon-neutral tours, and conservation-focused activities are increasingly popular among travellers who prioritise sustainability[3].

Experience-Driven Travel

Modern travellers are seeking immersive, cultural, and personalised experiences. From indigenous cultural tours to culinary adventures and wellness retreats, the focus has shifted from traditional sightseeing to meaningful, memorable journeys that foster connection and learning[4].

Market Segmentation & Consumer Insights

Types of Travel

• Domestic: Australians travelling within the country for leisure, business, or family visits.
• Inbound: International visitors exploring Australia’s diverse attractions.
• Outbound: Australians travelling overseas for holidays, business, or education[1].

Service Offerings

• Ticket Reservation: Air, rail, and bus ticketing services.
• Hotel Booking: Accommodation options ranging from luxury hotels to boutique stays.
• Holiday/Tour Packages: Curated experiences tailored to different traveller segments[1].

Purpose of Visit

• Business: Corporate travel, conferences, and events.
• Leisure: Holidays, adventure, and relaxation.
• Education: International students and academic exchanges.
• Medical: Health tourism and specialised treatments.
• Social: Visiting friends and relatives[2].

Booking Channels

Online Platforms: Convenience, price comparison, and instant booking capabilities[1].tioning. By mapping the shopper journey, organisations can identify key moments of influence and optimise marketing strategies for greater impact.

Travel Companies & Agencies: Personalised service and expert advice.

Regional & Demographic Insights

Australia’s travel and tourism market is shaped by regional diversity and distinct consumer profiles. Key regions such as New South Wales, Victoria, and Queensland attract the highest visitor numbers, driven by iconic cities like Sydney, Melbourne, and Brisbane, as well as natural attractions and cultural events[2].

Regional Australia is experiencing increased interest, particularly among travellers seeking authentic, nature-based, and indigenous experiences.

Consumer preferences vary by age, income, and lifestyle. Younger travellers often prioritise adventure and unique experiences, while older demographics may seek comfort, safety, and cultural enrichment. Decision drivers include value for money, sustainability, convenience, and the desire for personalised service[3].

Opportunities & Challenges

Regional and Indigenous Tourism

Lesser-known destinations and indigenous tourism experiences present significant growth potential. Authentic cultural engagement and community-led initiatives are attracting both domestic and international visitors, contributing to regional development and reconciliation efforts[4].

Wellness and Retreat Tourism

Health and wellness tourism is on the rise, with Australians increasingly seeking retreats, spa experiences, and nature-based escapes to support physical and mental wellbeing. This trend is creating new opportunities for operators specialising in holistic travel experiences[3].

Sustainability and Regulatory Support

Government initiatives aimed at promoting sustainable tourism and supporting industry adaptation are shaping the sector’s future. Regulatory frameworks, funding for eco-friendly projects, and partnerships with local communities are helping businesses align with evolving consumer expectations and global best practices[2].