In Big Red Group’s first ‘Seasonal Experiences Index’, we shine a light on the nation’s tourism and experience industry in Autumn/Winter 2023.
While the industry has had a challenging few years, there are bright spots emerging. This consumer snapshot shows that Australians are spending more, but less often, in an attempt to get more bang for their buck. Broadly, consumers are embracing a ‘seize the day’ mentality despite cost of living pressures, with booking for ‘bucket list’ experiences growing by 22% year on year.
Jet fighter flights, hot air balloon rides, mystery flight packages and glacier heli-hikes have experienced the highest growth compared to 2022 bookings, highlighting that revenge travel – where people travel to make up for lost time during the pandemic – remains prevalent as Aussies lean into escapism.
While high-octane and more unique experiences are high in demand for Aussies right now, it appears that the nation’s preferred choice of accommodation sits on the more relaxed and serene side. Off-grid retreats and cabins are proving incredibly popular this season, and have posted such significant growth that they’re now outselling a former fan-favourite, glamping, by over 56%.
In releasing this report, our intention is to provide a temperature check on Australia’s experience industry, and support the nation’s network of experience providers and tour operators. Despite drawbacks, there have been some standout successes and we’re seeing growth opportunities for tourism operators in the lead up to warmer months.