New data from ACM’s Explore Travel Study has revealed regional Australians are among the nation’s most engaged travellers, with 74 per cent having taken a holiday in the past year and more than a third already booking their next trip.
The landmark consumer study, released to coincide with the expansion of ACM’s Explore travel brand, challenges assumptions about regional travel habits and shows a strong appetite for both domestic and international experiences.
Over two-thirds of those recently booking holidays are heading overseas, while 12 per cent of travellers spending over $25,000 are choosing immersive options such as cruises, rail journeys, and guided history tours.
Explore readers are particularly drawn to longer itineraries — nearly one in four are planning a trip of more than 22 nights, with 29 per cent of those budgeting more than $25,000 before departure.
Regional, but always ready
The study found access to airports was not a barrier for regional residents. Sixty-eight per cent live within two hours of an international airport, while 92 per cent are close to a domestic one. Those furthest away are actually more likely to book longer holidays.
Safety, hygiene, accommodation choice, and value remain key decision-making factors, while 86 per cent of readers are frequent flyer members — with many willing to pay extra for direct flights.
Interest in cruising continues to grow, with 21 per cent of Explore readers engaging in cruise content. Of those, 79 per cent prefer ocean cruising, 28 per cent are keen on river cruising, and 12 per cent are exploring expedition cruises.
Explore goes further
The expanded Explore travel platform is now integrated across 85 regional ACM news websites with enhanced digital performance, faster mobile loading, and improved navigation. A social content push across Instagram, TikTok and YouTube will complement premium editorial features.
The Saturday Explore liftout has also expanded into 28 regional markets and will receive a redesign to align with ACM’s new Weekend Collection, which includes lifestyle, entertainment, food, finance, and real estate content.
ACM Head of Content Kate Cox said, “Our expanded Explore travel offering reflects our deep commitment to delivering premium travel content for regional Australians. These are highly engaged travellers who look to Explore for inspiration and planning — 71 per cent of our readers use Explore exclusively, over metro publications.”
Collette Managing Director Karen Deveson added, “Explore has been a game changer for connecting Collette with regional travellers. Its premium, inspirational environment helps us showcase our small group itineraries in a way that truly resonates.”
Explore is now reaching over 3.5 million Australians each month, making it one of the country’s most powerful platforms for targeting high-value regional travel audiences.
