New research from Choice Hotels Asia-Pac and the South Australian Tourism Commission finds 81 per cent of Australian respondents now prefer spontaneous, unscripted travel over rigid itineraries, with implications for how destinations and accommodation providers position discovery-led trips.
Survey points to seaside and food-led travel preferences
The research, based on a survey of 2,829 respondents conducted by Choice Hotels Asia-Pac in collaboration with SATC, found 61 per cent of respondents are willing to travel further to experience something unique. Laidback seaside escapes were the preferred holiday scenery at 47 per cent, ahead of big city adventures at 20 per cent and rolling vineyards at 19 per cent.
Around 24 per cent of respondents said they choose destinations specifically to discover under-the-radar food and wine experiences, while 80 per cent favoured coastal locations, vineyards or open natural spaces over vibrant city destinations.
Kari Hunter, Choice Hotels Asia-Pac senior director of commercial and revenue management, said the trend increases the importance of reliable accommodation as a base for spontaneous exploration. “We give guests a trusted base in places they want to discover, so they can head out, follow the local recommendations, take the scenic route, and let the trip unfold as they go,” Hunter said, noting the Choice Network’s more than 170 properties across Australia and New Zealand.
South Australia positions around unscripted appeal
Emily Bourke, South Australia’s Minister for Tourism, said the state’s mix of wine regions, including the Barossa and Clare Valley, alongside nature experiences across the Murray River, Kangaroo Island and the Flinders Ranges, positions it well for the anti-itinerary trend. Among respondents asked specifically about South Australia, 61 per cent cited unique moments in nature and outback adventures as the state’s key drawcards, while 36 per cent said they were seeking the thrill of a new experience on their next SA trip.
For agents and tourism operators, the research signals continued demand for flexible, experience-led product over fixed multi-stop itineraries, with regional destinations offering food, wine and nature experiences positioned to benefit from this shift in traveller preference.
