Ditch the drink, find your zen: why Australians are choosing 'enrichment' holidays

Australians are ditching the drink and choosing slower-paced holidays filled with enrichment and pampering.

And many are looking to regional Australia to make this happen.

New data from Big Red Group's Winter 2025 Seasonal Experiences Index found luxury and indulgent getaways grew 70 per cent during the colder months compared to the same period in 2024.

Chief growth officer, John Boris, said this showed Australians were increasingly willing to invest in high-value, rewarding experiences.

"With recent RBA interest cuts, we anticipate demand for indulgent travel to increase further as consumer confidence builds," he said.

Mr Boris coined it Australia's "Enrichment Era" with wellness tourism evolving to focus more on self-discovery.

Gen Z are leading the way with alcohol-free getaways, according to a 2024 report from Flight Centre Travel Group's StudentUniverse.

Over half of respondents said they would rather spend money on things other than alcohol, with two-thirds saying alcohol put them in unsafe situations.

Reflections Holidays CEO, Nick Baker, said travellers are increasingly seeking-out trips that help them disconnect, recharge and feel good, choosing early-morning yoga sessions, hiking and cold-water swims over late nights out.

"People are definitely changing how they want to travel these days. It's not just about splurging anymore, it's about really making the most of your time away and actually feeling refreshed upon your return," Mr Baker said.

"Whether it's a hike in a national park, some quiet time by the ocean, or enjoying a dinner experience you actually remember the next day, these wellness-focused getaways are quickly becoming what travel is all about."

Big Red Group found travellers are gravitating toward unique immersive experiences.

"From high tea in the ACT, truffle hunting in Tasmania's northeast, to spa retreats in Victoria's Mornington Peninsula, there's a shift toward experiences that align with slow-travel movements," Mr Boris said.

"Australians prefer more localised and personal experiences, which align with their passions while providing an opportunity to explore the country differently."

Regional areas in NSW that had increased popularity during winter included Lake Macquarie which had a 124 per cent hike on last year, and the Southern Highlands which had a 37 per cent increase.

In contrast, overall Sydney inner city experiences slipped 67 per cent during winter.

"Our regional areas offer something cities simply can't replicate," Mr Boris said.

"Whether it's stargazing under open skies, learning to cook with local ingredients, or unplugging in nature, regional Australia offers travellers the chance to disconnect from routine and reconnect with themselves."

Looking forward to summer, coastal getaways and outdoor experiences will be at the top of people's lists again.

"The warmer months naturally lend themselves to water-based and nature experiences like reef cruises, snorkelling, and kayaking," Mr Boris said.