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#1 for culture seekers
who live like it matters:
OUR VISION
a compass for those who want con
fi
dence in the
buying and booking choices they make.
Good life. Good company.
Good life. Good company.
Travel is #1 contributor to living the good life
2021
Time for a new
Australian dream
2023
Departure lounges
over day jobs
Good life. Good company.
Good life. Good company.
01/ Dream vs
Duty
Good life. Good company.
02/ Seen vs
Unseen
Good life. Good company.
03/ Comparative
vs Unique
Good life. Good company.
Good life. Good company.
01/ All
Abroad
Good life. Good company.
01/ All Abroad
Global state
Of mind
72%
Will be prioritising
international travel
over the next 3 years
70%
Are currently
planning an
overseas holiday
54%
Would quit their
job to go travelling
Source: Urban List 2023 Travel Report
Good life. Good company.
01/ All Abroad
Investing in the
memory bank
73%
Are currently saving
For a holiday
1 in 3
Have over $3,000
set aside already
Source: Urban List 2023 Travel Report
2 in 3
Are prioritising
saving for travel
over a house deposit
Good life. Good company.
01/ All Abroad
Up, Up[grade]
and away
WHICH IS YOUR MOST
COMMONLY BOOKED
ACCOMMODATION STYLE?
Source: Urban List 2023 Travel Report
46%
Hotels
19%
Serviced
Apartments
16%
Boutique
Hotels
14%
Private
Homes
I would consider paying for an upgrade
if I can see the value.
Accommodation upgrade
Flight upgrade
84%
70%
Good life. Good company.
01/ All Abroad
Where are Aussies headed?
Source: Urban List 2023 Travel Report
ENGLAND
FRANCE
NEW ZEALAND
INDONESIA
ITALY
JAPAN 16%
16%
12%
17%
12%
19%
Cultural seekers
Have truly global
aspirations jumping
from continent to
continent, creating
new travel mems.
Good life. Good company.
01/ All Abroad
When choosing an overseas
destination, what’s most important?
Source: Urban List 2023 Travel Report
42% 50% 78% 84% 74% 47% 37%
Bulk beach
time
Living like
A local
Culture and
history
Incredible
food
Nature and
scenery
Urban
adventures
Great
shopping
Good life. Good company.
01/ All Abroad
Trend in
Action
Source: U:L Audience Survey — 2022
3 in 4
Said they’d be more
likely to consider a
destination if
Urban List existed
there
Good life. Good company.
02/ Domestic
Downtime
Good life. Good company.
02/ Domestic Downtime
Take me away,
not too far
from here 4 in 5
Holiday domestically
2+ times a year
Source: Urban List 2023 Travel Report
2 in 3
Are planning their
next Aussie getaway
right now
Good life. Good company.
02/ Domestic Downtime
A break from the
day to day
Source: Urban List 2023 Travel Report
WHEN HOLIDAYING IN AUSTRALIA,
WHAT ARE YOU GENERALLY
TRAVELLING FOR?
Wellness & relaxation
64%
Visiting friends and family
56%
Being active in nature
49%
Food festivals & events
37%
Live music festivals & events
28%
Good life. Good company.
02/ Domestic Downtime
Setting the
out of o
ffi
ce
Source: Urban List 2023 Travel Report
1 in 3
Travel for work
72%
Travel domestically
2x a year for work
54%
Stay longer and make
It a workcation
Good life. Good company.
02/ Domestic Downtime
What do domestic travellers want
once on the ground?
Source: Urban List 2023 Travel Report
32% 32% 36% 51% 73% 76%
Urban
Adventure
The Arts.
Galleries,
concerts and
theatre
Culture and
history
Bulk beach
time
Nature, scenery
and wildlife
Incredible
food
Good life. Good company.
02/ Domestic Downtime
Trend in
Action
Let’s
Connect
Good life. Good company.
Soph Wilcox
swilcox@theurbanlist.com
For me, the good life =
Italian Cuisine + Aussie Beaches + English Cocker Spaniels

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Passports Over Property and Local Long Weekenders, Here's What Itineraries Look Like in 2023

  • 1.
  • 2. #1 for culture seekers who live like it matters: OUR VISION a compass for those who want con fi dence in the buying and booking choices they make. Good life. Good company.
  • 3. Good life. Good company. Travel is #1 contributor to living the good life 2021 Time for a new Australian dream 2023 Departure lounges over day jobs
  • 4. Good life. Good company.
  • 5. Good life. Good company. 01/ Dream vs Duty
  • 6. Good life. Good company. 02/ Seen vs Unseen
  • 7. Good life. Good company. 03/ Comparative vs Unique
  • 8. Good life. Good company.
  • 9. Good life. Good company. 01/ All Abroad
  • 10. Good life. Good company. 01/ All Abroad Global state Of mind 72% Will be prioritising international travel over the next 3 years 70% Are currently planning an overseas holiday 54% Would quit their job to go travelling Source: Urban List 2023 Travel Report
  • 11. Good life. Good company. 01/ All Abroad Investing in the memory bank 73% Are currently saving For a holiday 1 in 3 Have over $3,000 set aside already Source: Urban List 2023 Travel Report 2 in 3 Are prioritising saving for travel over a house deposit
  • 12. Good life. Good company. 01/ All Abroad Up, Up[grade] and away WHICH IS YOUR MOST COMMONLY BOOKED ACCOMMODATION STYLE? Source: Urban List 2023 Travel Report 46% Hotels 19% Serviced Apartments 16% Boutique Hotels 14% Private Homes I would consider paying for an upgrade if I can see the value. Accommodation upgrade Flight upgrade 84% 70%
  • 13. Good life. Good company. 01/ All Abroad Where are Aussies headed? Source: Urban List 2023 Travel Report ENGLAND FRANCE NEW ZEALAND INDONESIA ITALY JAPAN 16% 16% 12% 17% 12% 19% Cultural seekers Have truly global aspirations jumping from continent to continent, creating new travel mems.
  • 14. Good life. Good company. 01/ All Abroad When choosing an overseas destination, what’s most important? Source: Urban List 2023 Travel Report 42% 50% 78% 84% 74% 47% 37% Bulk beach time Living like A local Culture and history Incredible food Nature and scenery Urban adventures Great shopping
  • 15. Good life. Good company. 01/ All Abroad Trend in Action Source: U:L Audience Survey — 2022 3 in 4 Said they’d be more likely to consider a destination if Urban List existed there
  • 16. Good life. Good company. 02/ Domestic Downtime
  • 17. Good life. Good company. 02/ Domestic Downtime Take me away, not too far from here 4 in 5 Holiday domestically 2+ times a year Source: Urban List 2023 Travel Report 2 in 3 Are planning their next Aussie getaway right now
  • 18. Good life. Good company. 02/ Domestic Downtime A break from the day to day Source: Urban List 2023 Travel Report WHEN HOLIDAYING IN AUSTRALIA, WHAT ARE YOU GENERALLY TRAVELLING FOR? Wellness & relaxation 64% Visiting friends and family 56% Being active in nature 49% Food festivals & events 37% Live music festivals & events 28%
  • 19. Good life. Good company. 02/ Domestic Downtime Setting the out of o ffi ce Source: Urban List 2023 Travel Report 1 in 3 Travel for work 72% Travel domestically 2x a year for work 54% Stay longer and make It a workcation
  • 20. Good life. Good company. 02/ Domestic Downtime What do domestic travellers want once on the ground? Source: Urban List 2023 Travel Report 32% 32% 36% 51% 73% 76% Urban Adventure The Arts. Galleries, concerts and theatre Culture and history Bulk beach time Nature, scenery and wildlife Incredible food
  • 21. Good life. Good company. 02/ Domestic Downtime Trend in Action
  • 22. Let’s Connect Good life. Good company. Soph Wilcox swilcox@theurbanlist.com For me, the good life = Italian Cuisine + Aussie Beaches + English Cocker Spaniels