Thursday, November 24th, 2011 - Roy Morgan Research
In July 2011 around 2.5 million (72%) of New Zealanders 14 years or older intend to take at least one holiday in the next 12 months, down from 74% in July 2010 and 78% in July 2006.

The percentage of New Zealanders who intend to travel domestically on their next holiday in the next twelve months has decreased to 60% for July 2011, down from 63% in July 2010 and 66% in July 2006.

The percentage of New Zealanders who intend to go overseas on their next holiday has also declined, from 10% in July 2010 to 8% as of July 2011.


Intend to take a Holiday in the next 12 months


Source: Roy Morgan Single Source (New Zealand) April 2006 – July 2011, average annual sample n=3,122. 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.


Pip Elliott, Client Services Director, Roy Morgan Research, says:

“Our Roy Morgan Holiday Tracking Survey shows that New Zealanders’ holiday intention has fallen significantly over the past year and that both domestic and overseas destinations are affected. This reluctance to take a holiday is not surprising given that consumer confidence has fallen in the past year from 121.2 (quarter ending July 2010) to 108.4 (quarter ending July 2011), according to the ANZ-Roy Morgan Consumer Confidence Rating. This is in line with the significant decline in the percentage of people considering it a good time to buy major household items.”


An extensive range of detailed Roy Morgan Holiday Travel Destinations Profiles, Hotels & Resorts Customer Profiles, Airline Customer Profiles, Information sources used to book a holiday and many more is available. These profiles provide a broad overview of the target group and provide key insights of their demographics, attitudes, activities and media usage.

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