2012 closed with the proportion of Australians intending to take a domestic holiday in the next 12 months down slightly to 55%, from 57% at the same time last year, according to the Roy Morgan Research Holiday Tracking Survey for the December 2012 quarter.
Overseas holiday intention has remained steady at 10% for same period.
The December 2012 quarter results show a slight decrease in overall holiday intention: 69% of Australians (13.1 million) intend to take a holiday in the next 12 months, down from 72% in the December 2011 quarter.
Intend to take a holiday in the next 12 months
Source: Roy Morgan Single Source (Australia), October 2007 – December 2012, average sample per quarter n=4,929 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 domestic holiday intention has softened since last year, some key Victorian destinations have bucked the trend and shown increases in intention, such as Melbourne, the Great Ocean Road, Gippsland, and the Grampians. Melbourne tops the list with 7.2% of Australians intending to visit on their next holiday (up from 6.5% a year ago) — far ahead of Sydney and the Gold Coast, both at 4.3%. In fourth place is the Northern NSW coast, with 2.9% of people intending to holiday there, a drop from 3.3% a year ago.
“Tourism Victoria and local Victorian tourism organisations have successfully built demand from both the intra- and interstate markets. Non-Victorians are especially attracted to the vibrant city of Melbourne and the iconic Great Ocean Road. Indeed, the Great Ocean Road is now one of Australia’s top 10 domestic holiday destinations, with 2.4% intending to stay there on their next trip, up from 1.8% a year ago.
“Smart domestic marketers know that an understanding of their target market’s demographics, attitudes and behavioural profile is crucial to ensure a destination is in the mix when people start 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