With Mother’s Day around the corner, Australians are getting ready to show appreciation to the women in their lives with flowers, gifts and breakfast in bed. However, for some, the most meaningful way to connect with mum is by travelling together.
Research released by the Tourism & Transport Forum (TTF), commissioned with Pureprofile1, found that mums are the favourite travel partner for almost one in ten Aussies, over partners, friends, kids, siblings, colleagues, and dads. Young people (aged 18-24) are the biggest fans of travelling with mum, with 14% ranking her as number one. Mums were also ranked as the most enjoyable travel partner by 11% of 25-34 years.
TTF CEO, Margy Osmond, said, “Mother’s Day is a time to recognise the important women in our lives, and for a number of us, the best way to make memories with them, is by travelling. Whether it’s a planned holiday or a spontaneous getaway, travel gives families and loved ones the time and space to truly connect, and it’s clear young Aussies are embracing that.”
Meanwhile, mothers are also fans of travelling with their children. 12% of women ranked children first when asked who they would most enjoy travelling with, compared to 6% of dads.
The survey shows that, overall, the most popular travel companions are partners, with 58% of the population ranking them as their number one co-traveller, followed by best friends (14%).
Ms Osmond said, “It’s no surprise that partners and ‘besties’ top the list when it comes to who Australians most want to travel with. However, for a growing number, there is no better travel companion than mum. Travel is at its best when you’re with someone you can fall into a rhythm with, whether you’re both Type A planners, go-with-the-flow wanderers, or just lie by the pool relaxers.”
This same research found that almost one third of Aussies (30%) would identify themselves as a ‘Type A’ traveller, saying they are very organised and would plan every detail of their trip well in advance including accommodation, transport, etc. Comparatively, just 2% would identify as ‘Type B’ – very disorganised and rarely making plans ahead of time. Women were also more likely to identify as Type A than men (33% vs. 26%).
ENDS
[1] The nationally representative survey of 1,509 Australians was conducted by Pureprofile between the 10th and 14th of March.