Thursday, October 18th, 2012 - Roy Morgan Research
More Australians (12.9%) nominate New Zealand as their preferred overseas holiday destination for a short-haul trip than any other destination. Although still Number One, this has continued to decline from its peak of 15.1% prior to the Christchurch earthquake in February 2011, according to the Roy Morgan Holiday Tracking Survey for September 2012.
Fiji and other South Pacific Islands such as Vanuatu are also favoured destinations, with 8.0% of Australians wanting to holiday there, up from 5.5% in March 2001 but down slightly from a high of 8.6% in March 2011.

5.3% of Australians would like to holiday in Bali, which is around the same level as in March 2001, but this has fluctuated over the past ten years, with steep declines after the two Bali bombing incidents in 2002 and 2005.

Compared to March 2001 more Australians would now like to holiday in Thailand (5.9%) or Singapore (3.4%). Australians’ preference for Thailand has steadily increased over the last 18 months.

Overseas Holiday Preference – Top 5 short-haul destinations*

Source: Roy Morgan Single Source (Australia), April 2000 – September 2012, average annual sample n = 22,488. * Short-haul holiday destinations are those that are less than ten hours flight time from Sydney.

Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:
“Considering the devastating effect that natural disasters, terrorism, or political unrest can have on a nation’s tourism industry, New Zealand’s popularity with Australians is holding up quite well considering the Christchurch earthquake only last year.

“Bali is another example: after the 2002 and 2005 Bali bombings, the appeal of Bali fell precipitously among Australian holidaymakers. It remains to be seen whether the recently reported terrorist threat on the tenth anniversary of the 2002 Bali bombing will once again dent the appeal of Bali as a preferred holiday destination for Australians.

“It is important for the travel industry to understand the demographics, attitudes and behavioural profile of these potential holidaymakers, in order to tailor appropriate messages that are likely to motivate them to book their holiday.”

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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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