Why Australians Are Prioritising Experiences Over Things in 2025
In a world where things are taking a backseat to moments, travel is no longer just about checking off destinations – it’s about creating stories that last a lifetime. And Australians? They’re leading the charge in redefining what truly matters.
A recent study found that 71% of Aussies under 40 would rather spend their money on a bucket-list trip than invest in property. Forget designer handbags or the latest gadgets – travel priorities are shifting towards once-in-a-lifetime experiences that spark joy, connection, and unforgettable memories.
The Rise of Experiential Travel
Experiential travel is at the forefront of this shift. It’s no longer just about where you go – it’s about what you feel while you’re there. Whether it’s dining with giraffes in Kenya, hiking to hidden temples in the Himalayas, or sleeping under the Northern Lights, Australians are choosing travel that immerses, surprises, and delights.
Take Giraffe Manor in Kenya, for example – a destination that redefines what an unforgettable breakfast looks like. Picture sipping your morning coffee as a giraffe gracefully pokes its head through the window, hoping for a snack. It’s not just a meal; it’s a memory that stays with you long after your passport stamps fade.
What Does This Mean for Brands?
For brands in the travel and incentive space, this shift is huge. People are no longer satisfied with just a “nice hotel” or a generic itinerary. They’re looking for meaningful, immersive, and exclusive experiences – ones that tap into their emotions and leave a lasting impression.
At Mavel, we’re all about designing these moments. Whether it’s curating a high-impact incentive trip, a luxury travel prize, or a brand activation that’s truly unforgettable, we know that in 2025, experiences are the new luxury.
So, the question is – how will you tap into this shift? If you’re ready to create travel experiences that people will talk about for years to come, let’s make it happen. Get in touch here.