Thursday, May 3rd, 2012 - Roy Morgan Research
According to the March 2012 quarterly results of the Roy Morgan Research Holiday Tracking Survey, 71% of Australians (13.2 million) intend to take a holiday in the next twelve months, up from 70% for the March quarter 2011.
In the March 2012 quarter 56% of Australians intend to take a domestic holiday on their next holiday, down from 57% in March 2011 as well as from 58% in March 2007. The percentage of Australians intending to go overseas for their next holiday is steady at 9% when compared to same period last year, although this has been slightly increasing over the past five years.

Intention to take a holiday in the next 12 months

Source: Roy Morgan Single Source (January2007 – March 2012, average sample per quarter n=4,952). 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:
“Holiday intention has dropped back slightly in March 2012 to 71% from its historic high of 72% in January 2012 after the major banks increased their standard variable interest rates independently of the Reserve Bank in February.  However, holiday intention is still higher than the March quarter 2011. It will be interesting to see whether the interest rate cut in May will boost holiday intention further.

“Melbourne, Sydney, the Gold Coast, and the Northern NSW 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.”


The complete 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.
An extensive range of detailed Roy Morgan Travel and Tourism Reports or detailed profiles of Holiday Travel Visitation and Leisure Travellers are available.

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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.
Shaun Ellis
P: 03 9224 5332


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