When Aussies hit the highway over summer, wallets clock off and tap‑to‑pay clocks on so put your brand where the splurge happens: on the road and in regional hotspots.
School’s out, the out‑of‑office is on, and the national attitude shifts from “maybe later” to “go on then.”
That’s the essence of Aussie summer holiday spending: people loosen up, prioritise experiences and say yes to the moment. Big Red Group’s Seasonal Experiences Index: Spring/Summer 2025 shows inbound experience bookings jumping year‑on‑year, with wellness and culture among the big crowd‑pleasers.
Translation: travellers are primed to book, buy and try; especially once they arrive.
Do we actually ‘splurge’? What does the data say?
Australians are still careful with costs, but they loosen the purse strings for travel and experiences over summer. Tourism Research Australia reports total tourism consumption hit $198.5 billion in 2023–24, up 8.2% year‑on‑year, proof the experience economy is powering ahead even as budgets stay selective.
On the home front, CommBank iQ (Nov‑2024) finds essential‑spend pressure has eased just enough for discretionary items to creep back in—the exact headspace where a well‑timed message can tip a purchase.
Big Red Group’s latest Seasonal Experiences Index backs this up on the supply side: inbound experience bookings surged +84% YoY across Spring/Summer, while wellness and spa experiences alone climbed triple‑digits. People are adding to their memory bank!
Where the splurge actually happens
Holiday dollars don’t just live in CBDs—they’re spent in the places people road‑trip to. Big Red Groups’ Top 25 experience destinations reads like a summer wish‑list:
- Mornington Peninsula (VIC) – wine, waves and weekenders.
- Blue Mountains & Lower Hunter Valley (NSW) – short breaks with long lunches.
- Barossa Valley (SA) – cellar doors that turn “one tasting” into souvenirs.
- Cairns & Whitsundays (QLD) – reef days, restaurant nights.
- Gold Coast theme‑park strip: Oxenford, Helensvale, Main Beach (QLD) – family thrills and impulse refuels.
Why transit out‑of‑home wins during summer holidays
- It’s in‑market and in‑motion. Travellers are literally on the path to purchase; heading to beaches, wineries, attractions and town centres. Buses, taxis and light rail meet them at the gateway, the main street and the venue door.
- High attention, zero scroll. Transit formats are unskippable, and summer dwell time (traffic, queues, loops) actually works in your favour. No doomscrolling while you’re on holiday, you’re not bored enough for that!
- Hyper‑local relevance. Copy can flex by location (“Post‑swim pizza?” “Winery platters this way.”) and by time of day, nudging immediate action.
The bottom line?
Summer is when Australians say yes to experiences… especially on the Great Aussie Roadtrip. Put your brand on buses, light rail and taxis exactly where travellers land, linger and splurge, and you’ll turn sunny intent into real revenue.
Sources
- Big Red Group. Seasonal Experiences Index: Spring/Summer 2025 — inbound bookings +84% YoY; top destinations; spa category growth. BRG-Bi-Annual-Seasonal-Experien…
- Tourism Research Australia. National Tourism Satellite Account 2023–24 — total tourism consumption $198.5b, +8.2% YoY. Tourism Research Australia
- CommBank iQ. Cost of Living Insights — Nov 2024 — essential spend easing; discretionary creeping back. CommBank
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