Saturday, March 10th, 2012 - Roy Morgan Research
The percentage of Australians who intend to take at least one holiday in the next twelve months has risen to 72% (13.4 million Australians 14 years or older) for the three months to January 2012 according to the Roy Morgan Research Holiday Tracking Survey, up from 70% for the three months to January 2011.
In the three months to January 2012, the percentage of Australians intending to go overseas for their next holiday in the next 12 months rose to an all time high of 11%, up from 10% in the three months to January 2011.

By contrast, in the three months to January 2012 57% of Australians intend to take a domestic holiday on their next holiday in the next twelve months, the same level as in January 2011.

Intention to take a holiday in the next 12 months

Source: Roy Morgan Single Source (November 2006 – January 2012, average sample per quarter n=4,967). 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 holiday intention increased strongly to 72% after the November and December interest rate decreases. Overseas destinations are becoming more popular, with a historically high 11% of Australians saying their next holiday will be overseas.

“As a result of a strong Australian dollar and the availability of discount airfares many Australian holidaymakers are choosing holiday hotspots such as USA mainland; Hawaii; Europe; and Bali.

“Melbourne, Sydney, and the Gold Coast remain the most popular domestic destinations, with intention to holiday at these destinations staying strong.

“With so many overseas and domestic destinations competing for the Australian tourism dollar, destination marketers are looking closely at their Australian target markets: – who they are; what type of holiday they want; and most importantly, how to reach them.

“Regardless of whether they plan to holiday in Australia or overseas, almost two-thirds of intending travelers say the internet is the most useful media for selecting travel or accommodation.”

Holiday Intender’s Media Most Useful in Selecting Travel or Accommodation

Roy Morgan Single Source (Australia): Oct2010 – Sep2011. Sample: Intend to take a holiday in the next 12 months. In the 12 Months to September 2011, n= 11,053.

The complete detailed Roy Morgan Holiday Travel Intention Leading Indicators 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 Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company.

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.

Vaishali Nagaratnam
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