What were Australia’s top inbound traveller markets in 2016? According to the Expedia group, last year saw ‘explosive growth’ in US visitors travelling to Australia, an increase of 55% YoY that hasn’t been seen since the 2000 Sydney Olympics (according to Tourism Australia.) New Zealand, the United Kingdom, Hong Kong and Japan all experienced strong double-digit growth.
Drew Bowering, senior director of market management at Expedia group, said 2016’s travel trends provide useful insights for hoteliers wanting to capitalise in 2017 by strategically targeting specific international markets.
“The Expedia group is first and foremost a technology company operating in the travel sector. It analyses vast amounts of data from a diverse range of travellers from more than 75 countries, with more than 600 million site visits per month. It shares deep insights about traveller behaviour that can help its Australian hotel partners to optimise revenue by knowing when and where to target the right travellers at the right time with the right offer to help boost incremental demand,” said Bowering.
- Year-round demand from United States in 2016 with overall growth up by 1.5 times, US travellers consistently generate highest average daily room rate. Travellers from the US also enjoy staying at 4 and 5 star hotels
- Although Sydney was the top destination for US travellers (with over one third of them staying in hotels in Sydney), Newcastle and Launceston saw the highest YoY growth of 120% from 2015
- School holidays represent lucrative periods for Australian hoteliers: New Zealand, Hong Kong and Japan travel peaks in and around school holidays
- While top destinations included expected cities like Melbourne and Sydney, Townsville saw the highest growth in travellers from New Zealand, growing over 110%, followed by over 95% for the Gold Coast
- UK travel was highest during the Australia summer
- British travellers were also key package customers, booking the farthest out at almost three months (86 days) and staying the longest, averaging almost one week (6.6 days) per trip
- Japan was one of the fastest-growing inbound markets for Australia, averaging 30% YoY
- Perth and Brisbane saw a healthy rise in Japanese visitors with a YoY increase of 60% and 40% respectively, becoming two of the fastest-growing destinations in Australia for travellers from Japan
The Expedia group’s 2016 full-year data on the latest trends in Australia’s top volume inbound markets is based on the demand generated by Expedia’s portfolio of travel brands, including Hotels.com, AirAsiaGo Travelocity® and Orbitz.com.