What accommodation operators need to know about the changing needs of Aussie travellers

As travel habits shift and expectations evolve, understanding what drives Australian travellers to book accommodations has never been more crucial.

A recent report by Expedia Group’s Travel Agent Affiliate Program (TAAP), in collaboration with Wakefield Research, reveals fascinating insights into the preferences of Australians who have used a travel advisor in the past 18 months.

For all hoteliers and short-term rental providers, this research isn’t just another industry update—it’s a roadmap to staying ahead in 2025.

Download Expedia Group’s Travel Agent Affiliate Program (TAAP) report HERE

Expert guidance matters more than ever

Australian travellers overwhelmingly seek expert advice when booking accommodation. In fact, 53 percent of travellers cited expert knowledge as their primary reason for using a travel advisor. This highlights the growing need for accommodations to maintain strong relationships with travel professionals who can confidently recommend their property to guests.

Providing detailed and up-to-date information about offerings, amenities, and unique experiences can ensure properties remain front of mind.

Emergencies and flexibility are priorities

One of the standout findings from the report is that 49 percent of travellers value travel advisors for their ability to handle emergencies.

This highlights the importance of flexibility in cancellation policies, seamless communication, and clear contingency plans for guests.

Hotels and short-term rental providers that proactively address potential disruptions—such as flight delays, illness, or last-minute changes—will be better positioned to attract and retain guests.

Special deals and exclusive offers drive bookings

When selecting a travel advisor, Australians place more emphasis on special offers and incentives compared to global travellers.

This suggests that discounts, loyalty programs, and exclusive deals are key motivators for booking decisions.

Accommodation providers should leverage limited-time promotions, direct booking perks, and value-added packages to remain competitive.

Travel insurance, cruises, and Visa assistance matter more than expected

Interestingly, Australians rely on travel advisors more than the global average for travel insurance policies (37 percent), cruise tickets (38 percent), and visa/passport assistance (30 percent). This presents an opportunity for accommodation providers to partner with insurance companies, cruise operators, and visa services to offer a more comprehensive travel experience. For example, hotels located near cruise terminals could create tailored packages that cater to pre- and post-cruise travellers.

Longer stays are becoming the norm

Another significant insight is that 57 percent of Australian travellers who used a travel advisor booked trips lasting a week or longer. This signals an opportunity for accommodations to cater to extended stays by offering long-stay discounts, enhanced in-room amenities, and local experience packages.

Short-term rental providers, in particular, can benefit from promoting the convenience of self-contained accommodations for longer visits.

Customer service and communication are key to retention

The report confirms that great customer service (54 percent) and strong communication (51 percent) are the main reasons travellers stay loyal to a particular travel advisor. This reinforces the need for accommodations to provide responsive customer support, personalised service, and seamless digital communication throughout the guest journey. Automated messaging, real-time chat support, and proactive pre-arrival communication can all contribute to a superior guest experience.

Key takeaways for accommodation providers

• Build strong relationships with travel advisors to ensure your property remains a recommended choice.

• Offer flexible booking policies and clear emergency protocols to cater to travelers who prioritise reliability.

• Create exclusive deals and direct booking incentives to capture price-sensitive travellers.

• Explore partnerships with travel insurance providers, cruise operators, and visa services to enhance the guest experience.

• Develop long-stay packages that appeal to travellers booking for a week or more.

• Prioritise excellent customer service and digital communication to foster guest loyalty.

As Australian travel preferences continue to evolve, hoteliers and short-term rental providers who adapt to these trends will be better positioned to attract bookings and deliver exceptional experiences in 2025 and beyond.