Helm

Australians are slowing down in Europe but travel demand is speeding up.

Some interesting new data from our client European Waterways shows Australian passenger numbers are up +9% YoY in 2026, alongside a +14% increase in bookings made through travel agents.

But it’s how Australians are travelling that tells the bigger story.

Individual cabin bookings jumped +29%, driven by growing demand from solo travellers (+14%) and couples. And rather than racing between Europe’s major cities, experienced travellers are increasingly going deeper into regional Europe.

Burgundy was the standout, with Australian passengers up +67%, followed by Ch*****ne (+50%) and the Canal du Midi (+20%). Beyond regional France, Australian bookings for both Ireland and Scotland more than doubled.

So how will Australians travel Europe in 2027?

Smaller groups. Slower journeys. Fewer places, experienced more deeply. Ch*****ne currently leads Australian forward bookings, followed by Gascony, and Bordeaux.

Get in touch to find out more.

European Waterways

Despite global conflict and rising costs, Australians and New Zealanders are still travelling. But where they’re choosing to go is shifting.

Helm’s latest AU & NZ Market Update reveals continued growth in outbound travel, alongside some significant changes in destination demand.

The standout? Asia.

Australians made 7.14 million trips to Asia in FY26, up 5.7%, while Asia was the fastest-growing region for New Zealand travellers, up 5.2%. Vietnam surged from both markets, alongside strong growth for Japan, China, Sri Lanka, and the Philippines.

Europe experienced a dip (down 1.9% from Australia and 4.7% from New Zealand) amid Middle East conflict affecting long-haul flight routes and traveller confidence. Rather than signalling a wholesale shift away from Europe, the FY26 figures need to be understood within this period of disruption.

The bigger shift is happening across the Pacific. Travel to the USA fell 8.9% from Australia and 17.6% from New Zealand, continuing a significant decline in appeal from both markets.

For destinations, that presents an opportunity. AU/NZ outbound travel continues to grow, Asia is taking an increasingly significant share, and Europe and Asia particularly have an opportunity to capture more travellers looking beyond the USA.

The map is shifting, and there’s market share up for grabs from high-spending Aussies and Kiwis. And we’re here to help capture this. 💫

9,500 more trees in the ground 🌱

It’s been a busy planting season for our not-for-profit partner ReForest Now, with almost 9,500 trees planted across six properties in Northern NSW during August alone.

The work is about much more than planting trees. Some sites adjoin remnants of existing rainforest, while others begin as cleared paddocks. By restoring diverse native species, the aim is to reconnect fragmented rainforest and create forests that will eventually regenerate and spread themselves.

It’s work we’re very proud to play a small part in.

At Helm, we plant at least 10 trees for every fee invoice we raise through ReForest Now’s Australian reforestation program. That’s 3,740 trees planted so far, and counting.

A small action built into the way we do business. And one that keeps growing.

ReForest Now

What happens when the feeling of a hotel stay follows you home?

Across Small Luxury Hotels of the World, member hotels are extending their design language beyond the stay through fragrance, fashion, homeware, art, craft and locally made pieces that capture a sense of place.

From estate-made ceramics and olive oil at Reschio Hotel and bespoke scents at Milan’s Magna Pars L’Hotel à Parfum, to Fendi Private Suites’ fashion-led world in Rome and locally crafted pieces at Lon Retreat on Victoria’s Bellarine Peninsula, these hotels are creating lifestyle ecosystems that live well beyond check-out.

A new take on resort living, SLH style ✨

Small Luxury Hotels of the World

Bullo River Station has just shared an update on its transformation ahead of its May 2027 reopening.
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Currently closed for 2026, the Northern Territory luxury lodge is undergoing a thoughtful redesign by Sibella Court and MJA Studio — elevating the guest experience while remaining deeply anchored in country, narrative and station life.
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The next chapter will introduce 12 expanded guest rooms, immersive indoor-outdoor living, and a design language deeply rooted in the landscape.
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Still a working cattle station. Still a vital conservation landscape. Just more elevated.
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Reservations for 2027 to be announced soon.
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More beautiful hotels to choose from ✨
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is off to a strong start in 2026, welcoming 29 new boutique properties in Q1.
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From the timeless elegance of Paris at Hotel Bowmann, to wildlife encounters at Rhino and River Wildlife Retreat & Spa, and the charm of Ridley House in Key West, each stay reflects a growing shift towards more meaningful, experience-led travel.
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The historic La Casa del Presidente in Spain and the Historia Boutique Hotel Nile Cruise, offering a new way to explore Egypt, are also joining the portfolio.
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New signings also bring a mix of recent and upcoming openings, from Ireland’s The Grace Hotel set across 430 acres, to the whimsical Casa Caprile in Capri and the newly reimagined Eight Venezia opening this July.
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All independently spirited and distinct by design.
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🤍 Ridley House (part of )
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