Originally published: Travel Weekly, 4 July 2025
New research from the Tourism & Transport Forum (TTF) has found that family and friends on social media are the biggest influencers when it comes to Aussie holidays, with over 27 per cent stating their plans have been inspired by what they’ve seen shared by online connections.
Online reviews are also playing a major role, influencing 23 per cent of holiday decisions. In comparison, just 15 per cent said their holiday plans were shaped by traditional social media influencers.
“This winter, we’re seeing that family and friends are the true influencers of travel,” TTF CEO Margy Osmond said. “Aussies are appreciating real holiday recaps that showcase the good, the bad, and the ugly; A side that isn’t always shown through curated snapshots of traditional influencer posts.
“Online review platforms are also playing a major role in shaping travel decisions, with people relying on honest feedback to plan their getaways with confidence.”
The nationally representative survey of 1,515 Australians, conducted by Pureprofile between 20 and 23 June, also found that the number of Aussies travelling has scaled back this winter. 68 per cent of the nation is planning to travel through the cooler months, compared to 71 per cent in the autumn just gone, 75 per cent this past summer, and 74 per cent last winter.
