56% of Australians intend to take a domestic holiday in the next 12 months, down from 57% at the same time last year, according to the Roy Morgan Research Holiday Tracking Survey for November 2012.
Only Victorians are going against the national trend, with 61% intending to stay in Australia for their next holiday, up from 57% in Nov 2011.
Nationwide, overseas holiday intention has remained steady at 9% for the November 2012 quarter.
Overall holiday intention has fallen slightly for the quarter: 69% of Australians (13.1 million) intend to take a holiday in the next 12 months, down 1% point from November last year.
Intend to take a holiday in the next 12 months
Source: Roy Morgan Single Source (Australia), September 2007 – November 2012, average sample per quarter n=4,932 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:
“Although national domestic holiday intention has softened since last year, an increasing percentage of Victorians are planning a domestic holiday for their next trip.
“Many Victorians choose to holiday at iconic local destinations, such as the Great Ocean Road, Phillip Island, Mornington Peninsula, Portsea and Melbourne. Sydney and the Gold Coast are also popular domestic holiday destinations for Victorians.
“It is critical for domestic marketers to understand the demographics, attitudes and behavioural profile of their target market, to ensure a destination is in the mix when people are thinking about their next holiday.”
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.
P: 03 9224 5332