Intention to take a holiday in the next 12 months
Source: Roy Morgan Single Source (February2007 – April 2012, average sample per quarter n=4,943). 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:
“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 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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