‘Too expensive, too hard’: Aussie families ditch Europe for short-haul escapes

European holidays are losing their shine for Australian families, with rising costs and logistical complexity pushing travellers toward shorter, easier getaways closer to home.

New data from Shangri-La Group suggests families are rethinking long-haul travel as they plan winter escapes, with destinations across Asia and the Pacific gaining ground as more accessible alternatives.

The research forms the backbone of a new digitally focused campaign from Shangri-La titled ‘Borrow Summer’, targeting Australian families looking for a winter escape.

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More than two-thirds of 1,419 Australians surveyed said Europe now feels too expensive or too complex to book, while nearly half have already reconsidered long-haul trips in favour of shorter, premium escapes.

The shift is being driven as much by practicality as by mindset. Winter itself is becoming a trigger point. Shangri-La said families are spending more time indoors, with rising screen time among children and a general dip in mood, factors now shaping travel decisions as much as cost or destination appeal.

For Shangri-La, that insight has informed the launch of its Borrow Summer platform, designed to reposition winter not as a quiet period, but as an opportunity to drive demand through short-haul, sun-led travel.

“Australian families are increasingly seeking a ‘quick winter reset’, something that is easy to plan and gets everyone out of the house and spending quality time together,” Stephan Kapek, vice president of operations and GM of Shangri-La Singapore, said.

“We’re seeing strong interest in short-haul destinations that are simpler to execute, particularly when compared to the time and logistics involved in long-haul travel.”

The campaign leans heavily into digital channels, including paid search and social, directing consumers toward tailored travel experiences across Shangri-La’s Asia Pacific portfolio.

Destinations such as Singapore are seeing renewed interest, particularly among families looking for convenience, structured experiences and all-in-one hotel offerings.

“Our latest research shows that cost and practicality remain key decision drivers,” Kapek said. “Ultimately, Australians are looking for holidays that feel like a reset from the moment they arrive.”

Short-haul destinations across Asia and the Pacific Islands ranked as the top choice (38%), ahead of interstate travel (33%) and long-haul options (12%).

Among those choosing short-haul travel, ease and practicality were the leading drivers.

Many of these destinations not only offer greater accessibility for Australian travellers, but also the premium, family-friendly experiences increasingly shaping the shift toward shorter, more seamless holidays.