More Australians are choosing to revisit overseas destinations they already know rather than seeking somewhere new, with new research suggesting familiarity, convenience and confidence are outweighing traditional “wanderlust” when planning international holidays.
A survey of 1,006 Australians commissioned by travel insurer Insure&Go found 68 per cent of travellers mix repeat visits with new destinations, while 17 per cent mostly return to the same places. Just 14 per cent said they always seek new destinations.
Familiarity outweighs novelty
The findings come as Australians continue travelling overseas in record numbers, with more than 12 million international trips taken in 2024-25, up 11.6 per cent year-on-year.
According to the survey, ease of travel and knowing what to expect were the biggest reasons for returning to a destination, cited by 47 per cent of respondents. Another 43 per cent said they revisit destinations to relive a previous holiday or explore different regions and seasons.
Price was less influential, with only 27 per cent saying value for money or favourable exchange rates motivated repeat visits. However, younger travellers were more likely to revisit destinations for affordability, with 35 per cent of under-35s citing value for money compared with 19 per cent of travellers aged over 55.
Return visits often exceed expectations
More than half of respondents (55 per cent) said their second visit to a destination was even better than the first, while 24 per cent said they regretted returning because the experience was the same or worse.
Insure&Go spokesperson Madhvi Mishra said the research suggests Australians are becoming more deliberate about where they holiday.
“Our research shows that while the attraction of new destinations remains strong, more Australians are choosing easy travel experiences they are familiar with and know will deliver,” Mishra said.
She added that travellers should still prepare for unexpected events, regardless of how well they know a destination.
“The one in four respondents who regretted returning to the same place shows that travel is unpredictable and doesn’t always guarantee the experience we anticipate.”
The survey also found women were slightly more likely than men to always seek new destinations, while men were more likely to return to destinations offering better value for money.
