Friday, May 10th, 2013 - Roy Morgan Research

Despite the can-do appeal of the old adage, ‘Don’t dream it, do it’, sometimes it’s not that straightforward. Take Australia’s under-30s: while the majority would like to take an overseas holiday, only 22% have done so in the last 12 months. 

Despite the can-do appeal of the old adage, ‘Don’t dream it, do it’, sometimes it’s not that straightforward. Take Australia’s under-30s: while the majority of them (57%) would like to take an overseas holiday, only 22% (about 1,058,860) have done so in the last 12 months, according to the latest Roy Morgan Holiday Tracking Survey.

Meanwhile, the proportion of Australians aged 30 or over who would like to take a holiday overseas is 43%, with 23% (or 3,243,860) having taken one in the last 12 months.

Source:Roy Morgan Single Source (Australia), April 2012 – March 2013, sample n = 20,767

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

“Overseas holidays are very appealing to young Australians, some of whom have never ventured beyond their home country before. But it’s often hard for them to realise their dreams as many are still studying, looking for a job, or at the bottom of their career ladder.

“While they dream of a holiday in the UK or United States, the short-haul destinations of New Zealand and Bali are where most under-30s end up holidaying.

“Young New Zealanders also dream of getting away overseas, with 67% of Kiwis under 30 wanting to take a holiday overseas. However, only 21% have taken one in the last 12 months.

“By contrast, Australians and New Zealanders 30 years or older generally have more resources, allowing them to make their overseas holiday dream a reality.

“The under-30s market is a large group who are keen to holiday overseas so it is important for travel agents and airlines to understand their demographics, attitudes and behavioural profile and offer a product that is within their reach.”

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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
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holidaying overseas

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