Australia a hot destination for US travellers despite dollar value

08 May 2015  2035 | World Travel News

SYDNEY - Australia is a hot destination for US visitors and this is particularly apparent for those at the higher end of the travel market, according to new research released by international luxury travel network, Virtuoso.

“We have seen a massive 137% growth in the popularity of destination Australia in the past 12 months and Australia holds the lead as the fastest growing destination for our wealthy US Virtuoso clients,” Virtuoso Asia Pacific Managing Director, Michael Londregan said.

“These figures come from analysis of bookings from 380 Virtuoso member agencies in the US and Canada, and provide a unique insight into the travel trends of their luxury clientele.”

Mr Londregan said the data, released to coincide with Virtuoso’s Annual Regional meeting in Hong Kong last week, was reflective of an overall growth trend for US travel to Australia but that it was not being driven by a strengthening USD.

“Australia’s popularity is not growing as a result of us becoming more affordable - the strengthening USD is a global phenomena - but rather a reflection of our success as a luxury destination."

“We should be especially proud of these results that show we have successfully pitched luxury Australia against traditional luxury destinations in Europe, with our offering meeting the latest trends in what a luxury visitor is looking for."

“Australia’s authentic, natural offering meets the criteria for modern luxury travel where travellers are seeking integrity and a truth of experience, and therefore we are extremely appealing."

“Last year we saw an increase of 11% in the overall number of visitors from the US and there is a continuing positive trajectory, particularly for the high yielding luxury American market."

Other trend research released at the Virtuoso Regional Symposium in Hong Kong looked at more than 6 years of agency travel data to analyse the spending habits of four generational groups - Millennials, Gen Xers, Baby Boomers and Matures.

“The research provides some surprising insights into the priorities of each group, and each holds potential for the future of luxury travel, provided they are targeted in a way that understands their drivers and meets their needs."

“Millennials are the most loyal to specific travel brands and favour customized tours while Gen Xers are the least but have the highest daily spend; while Boomers have the highest average spend and make up the highest concentration of ‘ultra-affluent’ consumers and Matures are most engaged with cruise holidays.”

sourced:traveldailynews.asia 

Recommended Cambodia Tours

Cambodia Day Tours

Cambodia Day Tours

Angkor Temple Tours

Angkor Temple Tours

Cambodia Classic Tours

Cambodia Classic Tours

Promotion Tours

Promotion Tours

Adventure Tours

Adventure Tours

Cycling Tours

Cycling Tours