More holiday for your money: value set to shape travel in 2027

Amid cost-of-living pressures, Australians are still prioritising travel. They're just looking much harder at what their holiday spend delivers.

Australians are heading into 2027 with travel on the radar. But value for money is a much bigger part of the decision.

What the research says

New 2027 travel research from Hilton shows Australians want trips that feel personally meaningful and worthwhile. Its latest Trends Report found:

• 64 per cent of Australians are planning experiences around their own preferences
• Three in four say having a trip booked gives them something to work towards
• 75 per cent say fresh air and the outdoors are essential to how they relax on holiday

Cheap versus good value

UTracks General Manager Kate Baker believes one of the big travel conversations of 2027 will be the difference between cheap and genuinely good value.

“Travellers are looking much harder at what they are getting for their money. The cheapest headline price is not always the best-value holiday.”

“What matters is what is included, what you will still need to pay for once you arrive and whether the overall experience justifies the spend,” Baker said.

Compare the total cost

Baker says travellers should compare holidays on their total cost, not the advertised price alone. Her checklist:

• Is the accommodation included?
• Are your bags being transferred each day?
• Are breakfasts or other meals covered?
• Is your route information included?
• Are there local transfers or other costs you will need to add later?

“Once you start adding those things together, two holidays that initially look similarly priced can be very different,” she said.

This matters most for organised walking and cycling holidays. UTracks tour prices include pre-booked accommodation, luggage transfers, route information and navigation. Many also cover some meals, local transfers and other trip-specific arrangements.

Getting more from what you spend

The research suggests Australians are still willing to spend when they believe the experience is worth it. Baker says the message for 2027 is that people want to know what their money is buying.

“People are getting smarter about comparing the whole experience, not just the number at the top of the page. Sometimes the best value is not paying less. It is getting more from what you spend.”

Source: Hilton 2027 Trends Report, released 29 September 2026, based on Morning Consult research among 14,744 travellers across 14 markets, including more than 1,000 Australians. Read the report.

Ready to plan your 2027 trip?

With more than 500 itineraries, UTracks has every pocket of Europe covered. Think remote mountain paths in Romania, glacier walks in Iceland, lesser-known Camino routes and cycle trails along the Baltic coast. Browse the trips at utracks.com.

At UTracks, we believe travel should give back to the people and places we explore. Through partnerships with local communities and low-impact walking and cycling, we aim to leave destinations better than we found them.