Friday, May 3rd, 2013 - Roy Morgan Research

Flights comprise an increasing proportion of domestic holiday transport, but three in four travellers still use the car—either on its own or as part of a fly-drive trip, according to the latest Roy Morgan Holiday Tracking Survey.  

 

Flights comprise an increasing proportion of domestic holiday transport, but three in four travellers still use the car—either on its own or as part of a fly-drive trip, according to the latest Roy Morgan Holiday Tracking Survey.

A decade ago—and a year before Jetstar launched in early 2004—almost 10 times as many of us just drove (67%) than just flew (7%) on our last domestic holiday. This ratio is now almost half: 57% to 11%.

In the 12 months to March 2013, 29% of Australians took a flight on their last domestic holiday (up from 17% 10 years ago), but over 60% of those travellers also drove.

So while the proportion of Australians just driving on their last domestic holiday has fallen 10% points in a decade, much of this has been recouped by the 8% point rise in the proportion fly-driving.

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

“While an increasing number of Australians are taking advantage of cheaper airfares and flying to their domestic holiday destination, it is clear that most of us still want to have a car at our destination to get around and see the sights or travel further afield.

“Almost three-quarters of families travelling with children just drive to their domestic holiday destination (74%), as it would often be cheaper for a family of four to drive rather than fly.

“New Zealanders are slightly less likely than Australians to fly to their domestic holiday destination (22% vs 29% of Australians).

“Airlines and hire car companies need to understand the demographic and attitudinal profile of holidaymakers who prefer to fly or fly/drive and tailor their product offering and message appropriately.”

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Source: Roy Morgan Single Source (Australia), April 2000 – March 2013, average sample n = 13,427.

 

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Holiday, Travel, Car

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