‘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).
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."
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.
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