In the July 2011 quarter around 12.5 million (67%) Australians 14 years or older intend to take at least one holiday in the next 12 months, down from 70% in July 2010.
The percentage of Australians who intend to go overseas on their next holiday in the next twelve months has risen to 10% for the July 2011 quarter, up from 8% in July 2010 and 6% in July 2006. By contrast, the percentage of Australians who intend to travel domestically on their next holiday is 54% for July 2011 quarter, down from 58% in July 2010.
Intention to take a holiday in the next 12 months
Source: Roy Morgan Single Source (May 2006 – July 2011, average sample per quarter n=5,146). 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:
“Our Roy Morgan Holiday Tracking Survey shows that the increase in overseas holiday intention by Australians since 2006 cannot be solely blamed on the exchange rate; there has been an increase in the underlying preference by Australians for an overseas holiday versus a domestic one. Other research we recently conducted for the Tourism Excellence and Events Conference shows that overseas holiday destinations are often seen by Australians as more exotic and offering a different culture and a wider variety of experiences than Australia.
“For the July 2011 quarter the overseas hotspots in terms of increasing holiday intention are USA mainland, Hawaii, Canada, China, and Bali. USA mainland and Hawaii appeal to Australians because of a strong Australian dollar and the availability of discount airfares and accommodation.
“A special analysis of the Roy Morgan media data shows, of both overseas and domestic intenders, 63% say the Internet is the most useful media for selecting travel or accommodation, this is well ahead of newspapers at 12% and magazines at 7%. Yellow pages, television, catalogues, and radio were each mentioned by less than 5% of intending holiday makers as their most useful source of travel and accommodation information.”
The complete detailed Roy Morgan Holiday Travel Intention Leading Indicators Report is available. This report provides information on overall intention to take a holiday or leisure trip (next 12 months) as well as whether the next holiday/leisure trip in the next 12 months will be overseas or domestic.
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Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.