British Airways has released new research that shows the biggest New Year’s resolution for Australians is to travel more in 2024, ahead of commitments to save more money and exercise more regularly.

In a global survey, the airline polled frequent holidaymakers – those who take more than four trips a year – to see what their New Year’s resolution was. Even amongst frequent flyers, ‘travel more’ topped the list.

When asked if the pandemic had changed their attitudes towards travel, half of Australians said it had made them want to getaway more frequently, over shorter durations, with four in ten (39 per cent) saying they were considering booking trips to places they had never considered before.

Results revealed half (49 per cent) of Australian travellers will prioritise sightseeing during their trips next year, followed by cultural experiences and museum visits, whilst 1 in 5 (19 per cent) are hoping to relax and unwind more next year.

For a third of Australians (33 per cent), 2024 will be the year they look to immerse themselves in new cultures, with 62 per cent vowing to blaze new trails and visit places more off-the-beaten-track. Four in ten (39 per cent) are prioritising exploration and adventure when planning their perfect getaway.

Europe is the region Australians plan to visit most next year (29 per cent), closely followed by the US (28 per cent). With European cities set to play host to a summer of sport, more than 20 per cent of respondents said they planned to attend a major sports or entertainment event during their travels. The biggest inspiration for Australian’s planning their holidays is social media (39 per cent) followed by film and TV locations (22 per cent).

The survey also revealed that wellbeing is a big focus for those planning a getaway in the new year, with 20 per cent of Aussies ranking ‘quality me time’ as a top priority for the perfect holiday. The findings reflect that of British Airways Holidays 2023 Travel Trends Report, where 63 per cent of consumers said that holidays were the main way they treat themselves. The report also stated that more than half of Gen Z and millennials plan to book a package holiday this year and 40 per cent of consumers associate ‘all-inclusive’ with luxury.

This year British Airways has announced additions to its route network from London, including new destinations to Riga, Belgrade and Cologne from London Heathrow, adding more choice for customers who want to explore Europe.

Colm Lacy, British Airways’ Chief Commercial Officer, said: “We are not surprised Europe remains the most popular travel region for customers down under. With our convenient schedule from Sydney arriving into London first thing every morning, they can enjoy seamless onwards connections to more than 100 European destinations. If you’re a lover of city-breaks, passionate about wellness or adventure travel there is an ideal retreat for every Australian to explore in 2024.”

To help customers enjoy and make the most during their journey in London, the airlines has recently completed its lounge refresh at Heathrow Terminal 5B, introducing new restaurant areas, updated furniture, and a quiet zone. The refresh follows the opening of an exclusive Whispering Angel bar earlier in the year as well as improvements rolled out across its First and Club lounges at London Heathrow Terminal 3.

British Airways is the first airline to have a bespoke Whispering Angel bar, allowing eligible customers to enjoy a chilled glass of the famous rosé that originates in the Provence vineyards of Château d’Esclans before their flight.

James Wilkinson

Editor-In-Chief, Hotel Management