In the last year, the proportion of Australians intending to take a domestic holiday in the next 12 months has declined slightly from 55% to 54%, according to the Roy Morgan Research Holiday Tracking Survey for the April 2013 quarter. Five years ago, this figure sat at 56%.
Overseas holiday intention hasn’t changed, remaining stable at 10% (compared to 7% five years ago).
The April 2013 quarter results also show a small decrease in overall holiday intention: 68% of Australians (or 12.9 million people) intend to take a holiday in the next 12 months, down from 69% in the April 2012 quarter, but the same as five years ago.
Source:Roy Morgan Single Source (Australia), February 2008 – April 2013, average sample per quarter n=4,915 N.B. A small percentage of holiday intenders cannot nominate where they will be going on their next holiday. As a result, the percentages shown as intending to go overseas or domestic on their next holiday do not add to the ‘total intenders’.
Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:
“Although domestic holiday intention has softened since last year, some destinations are bucking the trend and figure strongly in people’s domestic holiday plans. Melbourne, especially, remains a top pick with 7.7% of Australians intending to visit on their next holiday (up from 6.8% a year ago) — far ahead of Sydney at 4.0% and the Gold Coast and Brisbane (both at 3.3%).
“United States, New Zealand and England rate highest in terms of intended overseas holiday destinations.
“Smart domestic marketers know that an understanding of their target market’s demographics, attitudes and behavioural profile will give them the edge in ensuring a destination is in the mix when people start thinking about their next 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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