New research has revealed Valentine's Day is becoming just as much about shared experiences such as travel as cards, flowers and chocolates.
A national survey commissioned by Cathay Pacific revealed that around two in five (41.6 per cent) respondents have previously travelled for Valentine's Day or would like to do so. More than half (56.6 per cent) of those surveyed say their ideal Valentine's getaway would be spent travelling with their partner or spouse.
Cathay Head of Marketing, Oceania Genevieve Brock said: "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."
Almost one in five (17.2 per cent) of surveyed Australians say they have already travelled to celebrate Valentine's Day. A further one in four (24.4 per cent) 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 per cent) Gen Z Australians (18-29) have travelled for Valentine's Day, compared with just over a quarter (27.1 per cent) of Millennials aged 30-45. The ratio was markedly lower amongst Gen X (11.1 per cent) aged 46-61 and Baby Boomers aged 62-80 (5.8 per cent).
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 per cent), mountain or nature escapes (30.4 per cent) and destinations that are warm and relaxing (29.5 per cent). 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 per cent) Australians picture beachside sunsets with cocktails, while more than a third (35.1 per cent) imagine a luxury hotel stay with spa treatments.
