New Research Reveals Nine in Ten Australians Are Turning Their Backs on Instagram’s Most Popular Destinations
East Coast Car Rentals data points to a fundamental shift in how Australians, particularly younger travellers, are choosing where to go.
A sweeping shift is underway in Australian travel behaviour, with new research from East Coast Car Rentals revealing that 92% of Australians want to holiday somewhere that isn’t popular on Instagram, a figure that challenges the long-held assumption that social media drives travellers toward the same well-worn destinations.
The data, drawn from a national survey of Australian travellers, signals what industry observers are calling an anti-Instagram travel movement — one that is being led, perhaps surprisingly, by the generation that grew up on social media.
Gen Z leading the charge away from the crowds
Among Australians under 35, the trend is particularly pronounced. Seventy-one per cent of under-35s are now actively seeking lesser-known, sustainable and uncrowded destinations, rejecting the coastal hotspots and famous landmarks that have dominated travel itineraries for the past decade.
Forty-nine per cent of all Australians surveyed say they are primarily drawn to finding hidden gems off the beaten track, while 46% say they want to explore destinations that don’t appear on social media or in mainstream news coverage at all.
Ben Whitmore, Chief Marketing Officer at East Coast Car Rentals, says the data reflects a fundamental change in what travel means to younger Australians.
“We’re seeing a shift away from ‘must-see’ lists and toward experiences that feel more personal,” Whitmore said. “If a destination feels overexposed, it loses some of its appeal. What we’re seeing is that travellers want space, flexibility and the chance to discover something for themselves – not just recreate a photo they’ve already seen online.”
Discovery over duplication
The research suggests the motivation is less about avoiding crowds and more about the desire to be first to find a place before it becomes the next Byron Bay, the next overtouristed lookout, the next waterfall with a queue.
Fifty-six per cent of all Australians are now prioritising hidden destinations that are sustainable and crowd-free, while 46% of Australians over 55 are drawn to slow travel, staying longer in one place rather than rushing between multiple destinations.
The data also reveals a significant wellness dimension to the shift. Forty-four per cent of Australians under 35 are now choosing trips specifically for rest, recovery or mental health, a finding that points to road trips as an increasingly compelling option, offering the slower pace and flexibility that structured, flight-based travel cannot.
A movement that spans generations
While Gen Z may be leading the trend, the research makes clear that this is not a generational niche. Fifty per cent of Australians over 55 are drawn to exploring regional and domestic destinations beyond the usual hotspots – suggesting the appetite for authentic, uncrowded travel cuts across age groups.
“You might assume this is purely a young person phenomenon,” Whitmore noted. “But the data tells a different story. Australians of all ages are rediscovering their own backyard, particularly through road trips, which give you the freedom to take a detour, stay somewhere unexpected, and find the places that aren’t on anyone’s itinerary yet.”
What this means for Australian travel
The findings arrive at a moment when international travel costs are rising sharply in response to global fuel market pressures, making domestic road trips an even more compelling alternative for Australian families and solo travellers alike.
East Coast Car Rentals’ own telematics data, drawn from GPS tracking across its national fleet, supports the survey findings. Customers are consistently driving beyond capital cities and major tourist corridors, with high concentrations of activity recorded in regional areas including the Great Ocean Road corridor, Far North Queensland, the Atherton Tablelands, Gippsland and Southern Tasmania.
The company’s research points to a traveller who is increasingly sophisticated in how they plan, not just choosing a destination, but actively avoiding ones that have been overexposed.
For those looking to tap into the trend, Whitmore’s advice is straightforward: “Look for places where locals still outnumber visitors. If you can’t find a recent social media post tagged there, that’s a green light, not a red one. And give yourself permission to take the exit you weren’t planning to. That’s where Australia still has the ability to surprise you.”
East Coast Car Rentals is one of Australia’s largest independent car rental companies, operating branches across the country. The research was conducted as part of the company’s ongoing analysis of domestic travel trends.
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