Wednesday, March 20th, 2013 - Roy Morgan Research

Budget-conscious Australians are taking fewer day trips than they used to, the latest Roy Morgan Single Source Survey shows. 

Budget-conscious Australians are taking fewer day trips than they used to, the latest Roy Morgan Single Source Survey shows.

In the last three months, 7.1 million Australians (37% of the population) took at least one day trip in a car, down from 44% a decade ago.

This decrease is not surprising given that 12.7 million Australians (67%) are saying they’ve recently cut down on their spending. (A decade ago, it was 60%.)

The trend is mirrored in New Zealand, where people are also taking fewer day trips – 1.6 million (44%) took at least one day trip in a car in the last three months, down from 52% a decade ago.

Source: Roy Morgan Single Source (Australia), February 2002 – January 2013, average annual sample n = 21,853

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

“Day trips are losing popularity as more Australians tighten their belts and cut down on their spending. With petrol prices as high as they are, a day trip involving a meal and a visit to an attraction or two can cost a typical family or couple up to $150.

“Australians aged 50-64 are more likely than other age groups to have taken a day trip in the last three months (42%), while those under 30 are the least likely (31%).

“Destinations close to major population centres, such as the Gold Coast, Hunter Valley, and Sunshine Coast, rely heavily on day-trippers. It’s crucial that marketers of these destinations understand the demographics, attitudes and behavioural profile of day trippers, so they can tailor their messaging to inspire their target market to get in the car and visit.”

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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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Day trips , Australians

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