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:
“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.
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.