American Express has released an Amex Trendex on the travel trends shaping the upcoming holiday season.

It reveals Australians are embracing travel and experiences over traditional gift-giving. Priorities are shifting toward personal wellness, meaningful connections and one-of-a-kind gifts.

According to the report travel will be a top priority for many Australians during the December-January holiday season, with 68 per cent of Australian adults who plan to travel doing so to visit family.

The report also indicates a rising trend in “me-cations” — holidays focused on personal well-being and self-care. More than half of the respondents (59 per cent) said they plan to travel for themselves this holiday season, rising to 60 per cent for Gen Z and 67 per cent for Millennials.

The survey found that 58 per cent of Aussies plan to travel with family, 42 per cent with their partner, and 22 per cent with friends.

When it comes to spending habits compared to 2023, a significant number of Australians plan to increase their budgets across several categories. According to the survey:

  • 38 per cent of respondents will spend more on travel
  • 25 per cent plan to increase their spending on hosting holiday events
  • 21 per cent intend to invest more in entertainment and experiences
  • 17 per cent will spend more on holiday gifts.

American Express Vice President and General Manager of Travel and Lifestyle Services APAC Corinne Ng said: “With less than 100 days until Christmas, Australians are embracing the spirit of giving this holiday season and prioritising meaningful moments. That could be gifting themselves time away, traveling to visit family, hosting events with friends and family, or taking the time to find a sentimental gift.”

Gift-giving is taking on a more meaningful tone this holiday season, with Australians focusing on personal and thoughtful gifts over material items.

According to the Amex Trendex 63 per cent of respondents expressed a desire for experiential gifts, such as live events or activities, over physical items.

The most popular experience-based gifts included:

  • Entertainment experiences such as concert tickets or sporting events (59 per cent)
  • Food and drink experiences, such as cooking classes or wine tastings (51 per cent)
  • Luxury experiences such as spa days or manicures (45 per cent).

More than two-thirds of respondents (73 per cent) preferred giving sentimental gifts over standard presents.

Additionally, 74 per cent agreed they would instead share an experience, such as a trip or an event, with friends instead of exchanging gifts, highlighting a shift toward creating lasting memories rather than simply exchanging material items.