Australians are creating more memories than ever before, but remembering less

New independent research[1] commissioned by the Singapore Tourism Board has unveiled that despite Australian families taking on average an impressive 77 photos a day, these holiday memories are becoming increasingly disposable with many failing to cherish and relive these happy moments.

The 'Australian Holiday Memories Report' has shown that despite the ease and accessibility of smartphones and digital cameras allowing us to capture these moments[2], Australians are forgetting these precious memories long before the tan has faded. The research shows:

• Holidaying Australians are failing to enjoy the moment: Two thirds of parents (67%) think that holiday-goers spend too much time staging photos and posting updates and images on social media, rather than living in the moment.
• Australians obsessed with capturing the 'perfect holiday picture':one in four parents (25%) admit they spend considerable time trying to create the 'perfect holiday picture' for social media. Years from now, children of Generation Y will remember their parents taking endless selfies and staging 'perfect' images, with two fifths of parents admitting this is a priority (39%).
• Social media: the new photo album? Over half of Australian families are looking to Facebook and Instagram to easily collate their photos and use them to reminisce (57%). Mums (62%) are more likely than Dads (51%) to turn to social media for collating and future reflection. Four-fifths of Australian families (82%) are also keeping loved ones back home up-to-date with their holidays, by uploading posts, photos and updates to social media.
• The future of capturing memories? With the rapid changing pace of technology, photo capture and social media, Australian parents believe preserving holiday family memories in the future will entail: 3D photographs (33%), wearable technology that takes photographs (30%) and holograms (19%).

Although the majority of families rely on photographs to reflect on their family holidays (79%), the research identified that:

• Only half of families havephysically printed a photo from a holiday in the last year (49%), whilst 35% have printed one in the last 1 to 5 years and nearly one in ten (8%) more than five years ago.
• Although the majority of parents (86%) think that physical photo books and albums help families to happily reflect on their holidays, less than one third of parents (30%) have created a physical photo album within the past 12 months, 36% last created one within the past 1-5 years, 15% more than 5 years ago, 13% so long ago they can't remember and 6% have never created one.
• Why? Aussie parents claim social media has replaced the need (55%), they are too much effort (53%) and they just collect dust on the shelf (39%). Gen Y parents (32%) are more likely than Gen X (25%) and Baby Boomer parents (15%) to believe they are just too expensive.

Craig Makepeace from Y Travel Blog, Australia's leading family travel bloggers commented: “We capture our memories through photography and video, although those special moments are also captured in our minds and last a lifetime. We believe life is about accumulating moments and memories, not just possessions, and we do that through family travel.

We've just returned from Singapore and it's a great destination for all ages and a fascinating introduction to Asia. There were plenty of amazing experiences like Gardens by the Bay and Adventure Cove Waterpark, which provided picture-perfect moments for the family. Singapore is also really safe and hygienic, allowing us to let the kids have their own fun while we relaxed and mingled with the locals.”

Sharon Lam, Area Director Oceania, Singapore Tourism Board commented: “Family holidays provide a wonderful opportunity to share quality time and experiences with your loved ones. The Australian Holiday Memories Report has shown that the feel-good holiday vibes don't need to end once you've arrived home. Holiday memories are priceless, with a simple photograph transforming you to a happy place within seconds[3].

It doesn't matter how you choose to do it, whether it's through discussing memories with family members, printing photos, creating an album or reflecting on past social media activity – sharing holiday memories brings families together.” 

For more information on Singapore, please visit: www.yoursingapore.com 

The Singapore Tourism Board (STB) is a leading economic development agency in tourism, one of Singapore's key service sectors. Known for partnership, innovation and excellence, STB champions tourism, making it a key economic driver for Singapore. We aim to differentiate and market Singapore as a must-visit destination offering a concentration of user-centric and enriching experiences through the “YourSingapore” brand. For more information, please visit www.stb.gov.sg or www.yoursingapore.com.

[1] Galaxy Research, January 2016. Research was conducted Australia-wide and included insights from 1,004 parents with children under 18 year olds, who have travelled overseas in the last two years.

[2] Smartphones or cameras are the number one way that Aussies capture holiday memories (93%).

[3] 95% of parents claim that reflecting on photos makes them extremely happy.