New research from the Tourism & Transport Forum (TTF) has found domestic travel remains the most popular choice this winter, with 57 per cent of Australians opting to holiday locally.

Almost a quarter (24 per cent) plan to head interstate, while 33 per cent will holiday in their own state or territory. The most popular state for domestic travellers is NSW (28 per cent), followed by Queensland (26 per cent), Victoria (21 per cent) and Western Australia (eight per cent).

The most popular city destination for Australian visitors was Sydney.

TTF CEO Margy Osmond said: "Travel has long been a key priority for Australians, and that continues to hold true this winter.

"Australians are chasing a winter wonderland this season, with our data showing that 22 per cent are planning a snow trip and another 27 per cent wishing they were.

"People are actively searching around for the best experiences and deals on platforms like Booking.com before making their final decision and locking in their plans, showing the appetite a snowy getaway.”

Booking.com has also revealed the top ski destinations Aussies are searching for on the platform this winter. Jindabyne is number one, showing a 30 per cent increase in search for the same period last year.

Thredbo is the second most searched ski destination (35 per cent increase).

Family and friends shape holiday plans

The research also shows that family and friends on social media are the biggest influencers when it comes to Aussies’ holidays.

More than a quarter (27 per cent) of Australians say their travel plans have been inspired by what they've seen shared by connections online. Online reviews are also playing a major role, influencing 23 per cent of holiday decisions. In comparison, just 15 per cent said their holiday plans were shaped by traditional social media influencers.

“This winter, we’re seeing that family and friends are the true influencers of travel," Ms Osmond said.

"Aussies are appreciating real holiday recaps that showcase the good, the bad, and the ugly; A side that isn’t always shown through curated snapshots of traditional influencer posts.

“Online review platforms are also playing a major role in shaping travel decisions, with people relying on honest feedback to plan their getaways with confidence.”

“Australians are discovering or rediscovering the incredible diversity on offer right here at home, from sunny coastlines to snow-covered mountains.”