Urban List releases ‘Where To, Really?’ culture-first travel report to guide brands into 2025

Urban List has released its latest insights report, Where To, Really?—a call-to-action for brands to rethink the way we tell travel stories.

Built from the voices of over 5,000 culture seekers across Australia and New Zealand, the report reveals a growing disconnect between highly curated, homogenous travel marketing and the raw, real and unique experiences people actually crave.

Because here’s the thing: the problem isn’t the travel itself, it’s the expectation we’ve set. From “hidden gems” that aren’t hidden, to overpriced ‘authentic’ moments, aesthetic-first itineraries, and same-same stays, today’s travellers are demanding something deeper. They want more feeling. Less performance. And experiences that feel true, not just trendy.

The numbers say it all:
● 72% are over “hidden gems” that aren’t hidden at all
● Only 2% say travel content on social feels very authentic
● And 80% say emotional ROI—how a trip made them feel, is more important than ticking iconic boxes

“There’s an aesthetic tax being placed on travellers, and this unspoken cost of curation over connection—and people are overpaying for it emotionally and financially,” said Jacqui La’Brooy, Chief Commercial Officer at Urban List.

“At Urban List, we’re closing that gap. We’re not selling escapism, we’re building presence. This report is a line in the sand for the industry, and we’re backing it with action. From creator-led city guides to cultural partnerships and local storytelling, we’re helping brands show up in the moments that matter. Beautiful, yes, but deeply grounded in truth.”

The Emotional ROI Gap Is Real
Rising travel costs and polished content have created a new kind of pressure: when the hype doesn’t match the feeling, the experience falls flat.

Audiences are starting to question:
● Did this trip move me—or just look good in a photo?
● Did I discover something—or just follow the same path as everyone else?
● Was it worth the emotional and financial investment?

“People don’t want perfection, they want resonance,” said Andi Baulderstone, Senior Strategist at Urban List.

“Travellers are facing a mismatch, they’re experiencing overcrowding when promised empty, and feeling empty at a time when travel isn’t filling their cup. For brands this is the moment to break the cycle, to show up with meaning, and help make travel feel real again.”

Trust Lives Closest To Experience
So who do people actually turn to when deciding where to go and what to book?
It’s not the loudest voice in the room, it’s the one they trust most.
A friend who just went.
A local.

Urban List.
“Trust doesn’t come from scale, it comes from proximity,” said Hamish Taylor, Urban List’s Director of Strategy.

“The brands that win in travel now are the ones that stop selling escape and start designing presence. It’s not about being everywhere, it’s about showing up with purpose where it counts.”

Turning Insight Into Action
Urban List isn’t just reporting the shift. It’s leading it.

With Where To, Really?, the brand is reshaping its entire travel offering, aligning editorial, social, and brand partnerships to support a more emotionally resonant, culturally rich travel economy.

Building on the success of its 2023 travel research report, Urban List has tracked shifts in sentiment and behaviour over the past two years—uncovering how purpose, pace, and personal values are reshaping the modern travel experience. It marks the rise of a new era of travel and signals the next chapter of growth for the Urban List brand.

Within the some-50-page report, Urban List explores everything from the motivations of why culture seekers travel, how they choose to travel, and importantly, where is on their radar in 2025 and beyond.

Travel campaigns are already in the market, helping brands like Singapore Tourism Board and BEDA reach the modern traveller—one who spends with intention, seeks meaningful discovery, and is actively choosing brands that reflect their worldview.

Urban List’s recommendations influence more than 3 million travellers across Australia, New Zealand, and Singapore, and Where To, Really? is their roadmap for what’s next.

Where To, Really? is available now upon request by contacting Urban List on partnerships@theurbanlist.com.