Australians are keeping travel on the agenda for 2027, but value for money is playing a bigger role in how they choose, according to active travel specialist, Utracks.
The latest Hilton 2027 Trends Report found 64 per cent of Australians plan experiences around their own preferences, while three in four say having a trip booked gives them something to work towards. Seventy-five per cent say fresh air and the outdoors are essential to how they relax on holiday.
UTracks general manager Kate Baker said one of the big conversations of 2027 will be the difference between cheap holidays versus trips that are good value.
“Travellers are looking much harder at what they are getting for their money,” Baker said. “The cheapest headline price is not always the best-value holiday.”
She said consumers should compare holidays on total cost rather than the advertised price, including what is covered in the tour price and what must be paid for on arrival.
“Is the accommodation included? Are your bags being transferred each day? Are breakfasts or other meals covered? Is your route information included? Are there local transfers or other costs you will need to add later?” Baker said.
“Once you start adding those things together, two holidays that initially look similarly priced can be very different.”
Adding value
Baker said the shift is particularly relevant for organised walking and cycling holidays, where operators such as UTracks bundle pre-booked accommodation, luggage transfers, route information and navigation, and often some meals and local transfers into the tour price.
UTracks pointed to its Mont Blanc Guided Hike in Huts and Tatra and Pieniny Mountains Guided Walk as examples. Both include accommodation, luggage transfers, a guide, meals and transfers, with the Tatra and Pieniny tour also covering national park entry fees.
“People are getting smarter about comparing the whole experience, not just the number at the top of the page,” Baker said.
“Sometimes the best value is not paying less. It is getting more from what you spend.”
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