WHAT'S HOT AND WHAT'S NOT
July 2025
The national mood saw a slight dip; Most people plan to travel in the coming year; People choose to DIY their trips and word of mouth is the top trusted source of information; Location drives travel destination choices are all fuelling opinions and conversations this month.
4-7 July, 2025
Inside this month’s Consumer Pulse dip
Mood of the Nation
The national mood
The national mood saw a slight dip in July 2025, back to a higher net negative mood. Australians are feeling more anxious and frustrated in the current times. Overall, net negative emotions are ahead of positive emotions.
NOTE: For the best viewing experience on mobile, please view landscape.
Dominant mood indicators
The top 10 dominant moods are a mix of positive and negative emotions. The top 4 feelings are positive, with calm, hopeful, relaxed and optimistic topping the list this month. Feeling anxious, stressed and frustrated are the next most dominant moods this month.
NOTE: For the best viewing experience on mobile, please view landscape.
Conversation Starters
Travel Plans
plan to travel in the next 12 months
Most people plan to travel in the coming year
Among Nine's audience, 7 in 10 plan to travel in the next 12 months. Of those travellers, 27% are considering international travel, 35% are looking at domestic travel, and a significant 38% intend to do both.
For domestic travel, over half of individuals expect to take 1 or 2 trips. When it comes to spending, almost 4 in 10 plan to allocate between $2,000 and $5,000 for the trip.
Turning to international travel intenders, nearly 9 in 10 anticipate taking 1 or 2 trips in the coming year. For these journeys, almost half of them plan to spend $9,000+ for the trip.
BRAND CONSIDERATION
Given 70% of Nine's audience plan to travel in the next 12 months, this indicates a strong readiness to book. Brands should ensure seamless booking experiences, loyalty programs that reward diverse travel, and versatility for different trip types and budgets.
planning trips
prefer to plan and book their trips themselves
People choose to DIY their trips and word of mouth is the top trusted source of information
Among Nine's audience, almost 8 in 10 prefer to plan and book their trips themselves.
When it comes to trusted information for travel planning, the top 3 sources are: word of mouth (62%), online reviews (51%), and websites such as Traveller (49%).
Interestingly, trust in these sources varies by age. Those under 65 tend to trust word of mouth (64% vs. 56% for 65+), online reviews (54% vs. 40%) and online news websites (31% vs. 23%) more than the 65+ age group. Conversely, the 65+ group shows higher trust in print newspapers (30% vs. 26% for under 65s).
BRAND CONSIDERATION
Empower Nine's DIY travel planners with authentic content, leveraging online reviews and news sites for under 65s, while also considering print for the 65+ demographic's higher trust.
Main Considerations for Travellers
believe location is the main factor when choosing a travel destination
Location drives travel destination choices
Among Nine's audience, 8 in 10 believe location is the main factor when choosing a travel destination. This is followed by accommodation (41%) and the price of airfare (40%).
The cost of living has had the largest impact on travel decisions for 38% of the audience. This concern is even higher among the under-65 age group (42%) compared to those 65 and over.
Conversely, the 65+ age group has greater concerns around political climate and regional safety (32%) than those under 65 (23%).
BRAND CONSIDERATION
Brands should prominently highlight unique and appealing travel destinations in their messaging to capture initial audience interest and drive destination-specific consideration.
GET IN TOUCH
Want to know more?
Contact your Nine representative directly, or fill out the form and we'll be in touch.
