Saturday, September 14th, 2013 - Roy Morgan Research
‘Land of the Long White Cloud’ or ‘Land of the Free’? When it comes to Aussies’ preferred overseas holiday destinations, the USA comes up trumps.

‘Land of the Long White Cloud’ or ‘Land of the Free’? When it comes to Aussies’ preferred overseas holiday destinations, the USA comes up trumps (no Donald pun intended) according to the latest Roy Morgan Holiday Tracking Survey. In fact, the proportion of Australians who’d like to holiday there has grown by more than a quarter in the last five years: from 10.4% in December 2007 to 14.1% in December 2012.

Previous favourite New Zealand is now second, slipping from a high of 15.1% before the Christchurch Earthquake (February 2011) to sit at 12.7% — the same level as five years ago.

England ranks third, with 12.3% of Australians saying they’d like to visit, down from 12.6% before the London Riots in August 2011, and only marginally higher than in December 2007 (12.1%).

France has grown in popularity, with 8.7% of Australians naming it as their preferred holiday spot, up from 7.4% in December 2007; while Italy has remained relatively steady at 7.9% (7.6% in December 2007).

Top 5 overseas holiday destinations Australians would like to visit in next two years

Source: Roy Morgan Single Source (Australia), January 2007 – December 2012, average annual sample n = 19,734.

Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:

“With the strong Australian dollar and cheaper airfares, the United States has become a more appealing and affordable destination for Australians.

“By contrast, the widespread media coverage of the Christchurch Earthquake in late February 2011, followed by the June 2011 quake, has caused the ‘Shaky Isles’ of New Zealand to lose favour as a holiday destination. The popularity of both South and North Islands has been adversely affected.

“Of course, many Australians are still interested in visiting New Zealand, and marketers who understand the demographics, attitudes and behavioural profile of holidaymakers will have more success in tailoring their messages to motivate their target market to book a New Zealand 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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