The percentage of Australians who intend to go overseas on their next holiday in the next twelve months has risen to 9% for the May 2011 quarter, up from 8% in May 2010. In contrast, the percentage of Australians who intend to travel domestically on their next holiday is 55% for May 2011 quarter, down from 57% in May 2010.
Intention to take a holiday in the next 12 months
Source: Roy Morgan Single Source (February 2006 – May 2011, average sample per quarter n=5,157). N.B. A small percentage of holiday intenders cannot nominate where they will be going on their next holiday. As a result, the percentages shown as intending to go overseas or domestic on their next holiday do not add to the total intenders.
Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:
“Overseas holiday intention has increased gradually over the past five years, whereas domestic holiday intention has declined. The Roy Morgan Holiday Tracking Survey shows that the increase in overseas holiday intention is not only a result of the favourable exchange rate; an increasing percentage of Australians say they would like to take an overseas holiday. Australia is becoming a multicultural society and people are increasingly interested in new things and ideas.”
Holiday Intender’s media Most Useful in Selecting Travel or Accommodation
Roy Morgan Single Source (Australia): October 2010 – March 2011.Sample: Intend to take a holiday in the next 12 months. In the 6 Months to March 2011, n=5,317.
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