The profile of the Australian tourist - an untapped market from Greece, says Square Lime

The trends prevailing in the Australian tourism market are highlighted by the hotel management company Square Lime, which was the only Greek company to participate in the Luxperience 2024 exhibition in Sydney.

The general finding is that the Australian tourism market is in a phase of strong recovery, with outbound travel now approaching pre-pandemic levels. Although the country's population has increased by 7% since 2019, the real tourism growth remains largely untapped, Square Lime points out.

Regarding trips to Greece, most of them concern visits to relatives and friends, which limits the demand for hotel accommodation. In this context, Square Lime highlights the need to focus on travelers seeking authentic experiences, promoting Greece as a destination of distinctive aesthetics and timeless hospitality.

The mindset of the Australian tourist

It is important, the company says, to understand the mindset of the Australian visitor. What differentiates Australians from other travelers is the perception of distances, as in their eyes it is not an obstacle, but part of the travel experience.

“For Australians, the journey begins before the plane even takes off,” says Katina Papadomanolaki, Sales Director at Square Lime, adding: “They are experienced travelers, who place more value on the quality of the experience than the time it takes to reach their destination.”

Trips from Australia often last three to four weeks, encompassing multiple countries. This makes Greece an ideal choice for Australian travelers, as they can easily combine our country with visits to other European destinations.

Personalized experiences

The diversity of Australians requires careful targeting, Square Lime notes in its analysis. From Gen Z to Baby Boomers, these travelers reject standardized solutions and prefer personalized experiences.

It is also interesting to analyze their consumer profile. Although exchange rates may affect their available financial budget, Australians are willing to invest significant amounts for experiences that are worth it. With an average spend of $3,700 per person, they emphasize value and easily recognize overpricing. Square Lime analysts favor a strategy here that offers authentic, high-quality experiences, as it is fully aligned with the demands of this market. This approach has already proven its effectiveness in the properties managed by the company.

Trends in the Australian luxury segment are steadily shifting towards authenticity and personalized services. Luxury travelers in the country today seek a meaningful cultural connection and experiences that create authentic emotions.

This is where significant opportunities arise for the Greek market, as the company’s executives highlight, as Greece stands out not only for its iconic landscapes and attractions but also for its unique hospitality culture. According to Ms. Papadomanolakis, “Unlike Australia, where the accommodation experience is often more transactional, in Greece hospitality is an experience that goes beyond service; it becomes a warm welcome that makes every traveler feel like a member of the family.”

Square Lime Hospitality Management specializes in the management of exclusively boutique accommodations and villas. Its portfolio currently includes more than 40 boutique accommodations located in top destinations throughout Greece, such as Attica, Mani, Epirus, Crete, and the Cyclades.

RELATED TOPICS: Greece, Greek tourism news, Tourism in Greece, Greek islands, Hotels in Greece, Travel to Greece, Greek destinations, Greek travel market, Greek tourism statistics, Greek tourism report