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The segment known as Unwinders makes up 15 percent of the domestic holiday market - or about 2.25 million Australians.

Unwinders don't like to travel too far. Holidays are about catching their breath, feeling calm and peaceful, and gaining perspective.

Video - Video - Unwinders Video - Unwinders

Fact Sheet - Unwinders

what they look for in an ideal holiday

• luxury resort or hotel-style
• or clean and comfortable accommodation with cooking facilities
• will save on accommodation to allow more holiday spending

Getting around
• prefer to fly
• more likely than all other segments to holiday at a single destination

• seek to escape the daily grind of cooking
• unlikely to dine out every night
• favour casual dining experiences with fresh, quality produce

Social interaction
• happy to mix in passing, but don't seek out social interaction
• may travel with a companion or family group

Holiday patterns
• open to building holidays around visits to family and friends
• tend to take shorter breaks, but don't often go away for weekends
• financial commitments influence holiday choices

Unwinders logo




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