Saturday, September 29th, 2012 - Roy Morgan Research
Overall holiday intention has increased slightly with 69% of Australians intending to take a holiday in the next 12 months (13 million), up from 68% at the same time last year, according to the August 2012 quarterly results of the Roy Morgan Research Holiday Tracking Survey.
Domestic holiday intention has declined slightly, with 54% of Australians in the August 2012 quarter intending to stay in Australia for their next holiday, down from 55% at the same time last year.

The percentage of Australians intending to go overseas for their next holiday is at 10%, up marginally from 9% at the same time last year.

Intention to take a holiday in the next 12 months

Source: Roy Morgan Single Source (Australia), June 2007 – August 2012, average sample per quarter n=4,931 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:
“There are signs that holiday intention is rebounding after consumer confidence increased in August when Australians showed more confidence than a year ago about the Australian economy and their personal financial situation.

“With a more optimistic outlook and the Australian dollar still at a high level, an increasing percentage of Australians are taking advantage and planning an overseas holiday. New Zealand, UK, United States, Bali and Thailand are the most popular overseas destinations, with holiday intention to these destinations increasing.

“Melbourne is the stand-out performer in terms of domestic holiday intention, defying the recent weakness.  It is growing in popularity in the short-break market as a place for shopping and dining, as well as cultural activities such as visiting museums, historical places, art galleries, concerts, and the theatre. Melbourne is also known as the Events capital of Australia, with many people attending sporting, cultural and other events.

“The challenge for the tourism industry is to understand and engage with those Australians who can afford to travel and are optimistic about the future.  They are not the young under-30s, nor the struggling families or older pensioners; they are the more affluent ‘Socially Aware’ and ‘Visible Achievement’[1] segments who are also likely to be ‘Trusted Advisers’ - those whose opinions are sought by others about travel destinations and experiences.”

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Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.
Alex Dalidakis
P: +61 3 9224 5209


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