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Social Fun-seekers


Social Fun-seekers make up 25 percent of the domestic holiday market. It's the second-largest segment, with 3.75 million Australians.

Social Fun-seekers look for lots of activity and plenty of people to share the fun with.

They're always seeking new destinations, and will often look overseas.

Video - Video - Social Fun-seekers Video - Social Fun-seekers

*New* Fact Sheet – Social Fun-seekers September 2012

Fact Sheet - Social Fun-seekers

Social Fun-seekers case study one: a tourism operator’s perspective

Social Fun-seekers case study two: a tourism operator’s perspective

Social Fun-seekers:
what they look for in an ideal holiday

• luxury resort or hotel with pool and spa, day spa and health treatments
• or moderate, clean and comfortable accommodation
• happy to save on accommodation so have money to spend on activities

Getting around
• likely to drive to their holiday destination and consider the journey part of the experience
• once at their destination, prefer not to drive much

• chance for a break and to have someone else cook
• seek casual, relaxed social occasions
• enjoy new or local cuisine

Social interaction
• more likely than other segments to travel with a group of friends
• will also travel with partner or family
• enjoy meeting and mixing with new people

Holiday patterns
• open to package holidays
• take annual short but indulgent breaks
• travel overseas every few years
• like to find a new holiday destination every year

Social Fun-seekers logo

Social Fun seekers1

Social Fun seekers2

Social Fun seekers3

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