Thursday, May 2nd, 2013 - Roy Morgan Research

The latest data from Roy Morgan Research shows as of March 2013, 51% of Australians who went snow skiing or snowboarding on their last holiday chose a domestic destination, with a bare minority travelling internationally. 

A decade ago, around 4 out of 5 Aussies wanting a snow-capped holiday chose a domestic destination for their skiing and snowboarding fix. Today, almost half head overseas.

After boom in 2011 in the proportion of Australians taking their skis and boards overseas, domestic and international destinations hit parity and stabilised in 2012.

The latest data from Roy Morgan Research shows as of March 2013, 51% of Australians who went snow skiing or snowboarding on their last holiday chose a domestic destination, with a bare minority travelling internationally.

Overall, only 1.5% of Australians went snow skiing or snowboarding on their last holiday. For those who went overseas, popular destinations included New Zealand, North America, Europe, and Japan.

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

“Although only a small percentage of the Australian population goes snow skiing or snowboarding on their holidays, it is nevertheless a lucrative niche market with snow skiers spending more on their holidays than the average tourist.

“Despite the strong Australian dollar and the general long-term trend toward overseas ski destinations, Australian ski fields have held their ground over the past fifteen months. It is important to understand the demographic, attitudinal and behavioural profile of people who go snow skiing or snowboarding on holidays and to tailor an appropriate communication message."

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Source: Roy Morgan Single Source January 2001 — March 2013, n= 1,786

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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.
Shaun Ellis
P: 03 9224 5332
W: www.roymorgan.com

Keywords

Australian skiers and snowboarders, local vs overseas slopes

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