- Travel is Australians' new 'love language', with recent Cathay Pacific research finding the majority of us would prefer a romantic getaway over traditional Valentine's Day gifts.
- Millennials, Gen Z and couples are leading the trend, travelling further and more often to mark Valentine's Day.
- Romance can begin in the air, with a notable proportion of Australians open to flirtation or connection while flying.
Australians are increasingly using travel to celebrate love, strengthen relationships and stay connected, with new research revealing Valentine's Day is becoming just as much about shared experiences as it is about cards, flowers and chocolates.
A national survey (of 2,037 Australians) commissioned by Cathay Pacific revealed that around two in five (41.6%) respondents have previously travelled for Valentine's Day or would like to do so. More than half (56.6%) of those surveyed say their ideal Valentine's getaway would be spent travelling with their partner or spouse.
A significant proportion of survey participants were also open to the prospect of finding new romance or 'meet-cutes' on board – almost one in five (18.1%) said they've had a romantic or flirtatious encounter on a flight, or have at least hoped to, suggesting that for some, the journey itself is part of the romance.
Genevieve Brock, Cathay Head of Marketing, Oceania believes travel and love go hand-in-hand:
"It's not surprising that Australians feel a strong link between romance and air travel – there's long been a sense of mystique around it, as well as on screen rom-coms where airports and aircraft are the backdrop for proclamations of love. Australians are increasingly using travel to prioritise connection, whether that is a surprise flight, a long- distance reunion or a romantic escape together."
From Valentine's gestures to meaningful connections
For many Australians, travel has become a tangible way to express love, particularly among younger generations and those in relationships.
Almost one in five (17.2%) of surveyed Australians say they have already travelled to celebrate Valentine's Day. A further one in four (24.4%) have not yet travelled for Valentine's Day but say it is something they would like to.
This trend is being driven largely by younger Australians. Around three in ten (29.4%) Gen Z Australians (18-29) have travelled for Valentine's Day, compared with just over a quarter (27.1%) of Millennials aged 30-45. The ratio was markedly lower amongst Gen X (11.1%) aged 46-61 and Baby Boomers aged 62-80 (5.8%).
Relationship stage also plays a role. Those currently in a relationship were the most likely to have travelled for Valentine's Day (28.2%), followed by those who are engaged (25.9%) or married (18.5%). Singles are far less likely to have done so (14.2%).
Love without borders: how far Australians will go for Valentine's Day
Distance is rarely seen as a barrier when it comes to celebrating love. Just over half (51.4%) of surveyed Australians said they'd be willing to travel internationally – including halfway across the world – for Valentine's Day, with enthusiasm strongest among Gen Z (62.1%) and Millennials (55.4%).
Willingness to travel for love also corresponds with key relationship milestones. Two thirds (66.7%) of engaged Australians surveyed said they would travel internationally for love, followed by those in a relationship (61.1%). This compares with just over half (50.3%) of married Australians and singles (54.1%). These attitudes are reflected in real life behaviour. Around one in four (25.7%) Australians have surprised someone with a romantic flight, or say they would love to do so. Almost three in 10 (29.5%) say they have been in a long-distance relationship that relied on flying to stay connected.
What romance looks like when Australians travel
When Australians imagine a romantic getaway, the emphasis is firmly on slowing down and spending quality time together. The most popular destination styles include beach retreats (41.4%), mountain or nature escapes (30.4%) and destinations that are warm and relaxing (29.5%). City escapes and wine or food regions also feature strongly, particularly for couples seeking shared dining and cultural experiences.
Asked what their ideal Valentine's getaway would include, nearly four in 10 (38.1%) Australians picture beachside sunsets with cocktails, while more than a third (35.1%) imagine a luxury hotel stay with spa treatments.
When it comes to the world's most romantic destination, Australians remain united. Paris is the clear favourite, named by just over a third (34.7%) of respondents.
Romance at altitude: not everyone keeps their headphones on
That romantic mindset is just as prominent in the sky. If airlines were to offer special Valentine's Day experiences, Australians say the most appealing ideas would be a romantic getaway package (37.4%) or a surprise upgrade for couples (31.4%). This reinforces the idea that the flight itself is part of the celebration.
Openness to romance in the air varies by age and gender. More than a quarter (27.3%) of Gen Z Australians, and one in four Millennials (24.1%), say they have had, or hoped for, a romantic or flirtatious inflight moment. This compares with fewer than one in ten (9.1%) people aged 62 and over.
Men are more likely to see romance as part of the journey, with around one in five (21.7%) saying they have had, or hoped for, an inflight flirtation. This compares with around one in
seven (14.6%) women. Singles are almost just as likely as those in relationships to believe romance can strike mid-air (21.6% of singles compared with 22.8% of those in a relationship), keeping the idea of the aircraft 'meet-cute' alive.
Travel, love and connection go hand-in-hand
Overall, around two thirds (67.3%) of Australians believe travel strengthens relationships, with this mindset strongest among Millennials (73%) and women (68.4% compared with 66.1% of men).
Whether it is a romantic escape, a surprise reunion or a chance encounter at 35,000 feet, the research shows Australians increasingly see travel not just as a means to get somewhere, but as a way to connect.
