The research shows a reluctance to travel among key outbound markets, including Australia, compared to 2024.
The data also highlights growing uncertainty among long-haul travellers and a more cautious approach to planning trips to the U.S. that affects the country’s competitive positioning as a destination.
Travel intelligence platform Mabrian used its Share of Searches Index (SoSI) to carry out the research.
The SoSI measures the demand market share positioning of the United States, based on the spontaneous global flight search behaviour as an indicator of travel interest.
Covering the period from January to April, with travel dates extending through September, the study tracks millions of weekly flight searches to the U.S. from Europe, the GCC countries and Australia.
The SoSI index indicates that travel intent to the U.S. has dropped moderately year-over-year across all markets analysed. Australia recorded a significant -0.5 percentage point decrease compared to the same period in 2024.
“In the context of millions of searches, these variations represent meaningful shifts in traveller sentiment and intention,” said Carlos Cendra, Partner and Director of Marketing and Communications at Mabrian.
https://mabrian.com/blog/share-of-searches-index/
