Gen Z Australians are at the forefront of a solo travel trend set to shape the travel landscape next year, according to SiteMinder’s new Changing Traveller Report 2025.
As the world’s largest hotel distribution platform, SiteMinder has uncovered key insights into the shifting priorities of Australian travellers. Notably, one in four (24 per cent) Gen Z travellers in Australia plans to travel solo in 2025, underscoring the emergence of the ‘everything traveller’—a new type of traveller whose plans reflect a unique mix of adventure, tradition, and modern trends.
The report, based on data from over 12,000 travellers across fourteen major tourism markets, shows Australian travellers are among the most likely to travel solo next year. This trend aligns with the rise of the ‘everything traveller,’ who seeks diverse experiences, blending tech-savvy convenience with a desire for deeper, more meaningful connections on the road.
Solo Travel Destinations and Spending Habits
For Gen Z and other solo Aussie travellers, popular domestic spots are Queensland, New South Wales, and Victoria, while top international choices include the UK, US, Canada, New Zealand, Thailand, and Japan. These solo adventurers are not shying away from spending on memorable experiences; 38 per cent of Australians intend to increase their accommodation budget compared to last year, with an emphasis on amenities like breakfast, flexible check-in/out, room size, and views.
Site Minder Regional Vice President of Asia Pacific Bradley Haines, highlights the rise of the ‘everything traveller’:
“This year, we’re seeing travellers who want both the latest tech and genuine, human-centred experiences. Gen Z is particularly pushing hotels to be more transparent and offer stand-out events and amenities. It’s a transformation that’s reshaping how the industry delivers value.”
Events Drive Aussie Travel, Despite Cost-of-Living Pressures
Despite financial pressures, Australians are prioritising travel experiences, especially those linked to events. According to SiteMinder’s report, 59 per cent of Australians are now more likely to travel for events, with family reunions (31per cent), concerts and music festivals (23 per cent), and sports events (18 per cent) being the main attractions. For those attending music events, 60 per cent book accommodation within a week of purchasing their tickets. Hotels adopting demand-based pricing have broad support too, with five per cent of Australians, and 73 per cent of Gen Z, endorsing this practice.
Interestingly, Aussies still appreciate the simple comforts, with 38 per cent ranking shower pressure as a top priority—higher than any other nation in the survey. Additionally, Australians have the highest interest in camping, outpacing even French travellers, a surprising trend given the luxury-oriented global market.
Gen Z’s Influence on Sustainable and Experiential Travel
Gen Z is driving a wave of environmentally conscious travel, with 78 per cent willing to pay more for eco-friendly accommodations. Additionally, these younger travellers show a preference for immersive on-site experiences, with many opting to spend substantial time at their accommodations. Spa services, live music, and culinary experiences are among the top activities for Gen Z, illustrating a desire for destinations that offer both relaxation and cultural enrichment.
Gen Z’s travel planning is also distinct, as nearly half of all Aussie travellers (45 per cent) use search engines to find accommodations, while 20 per cent of Gen Z rely on social media. This marks a stark contrast with Baby Boomers, only one per cent of whom turn to social media, highlighting generational differences in how travel decisions are made.
Industry Outlook: Meeting the Needs of the ‘Everything Traveller’
As travellers increasingly demand a mix of tech innovation and authentic experiences, accommodation providers are adapting to stay relevant. SiteMinder’s report underscores the need for hotels to embrace transparency, increase online accessibility, and cater to Gen Z’s evolving preferences, which range from sustainable practices to real-time engagement on digital platforms.
The Changing Traveller Report 2025 offers hoteliers valuable insights into these shifts, enabling them to attract this new wave of ‘everything travellers’ who are reshaping the travel industry.
