In the turbulent economic period since the Global Financial Crisis, Socially Aware (note 1) is the only one of the Roy Morgan Values Segments that has not cut down on annual holidays. People classified as Socially Aware have a high (AB) socio-economic status and are progressive, liberal thinkers who are willing to try new and different experiences.
In the twelve months to May 2013, 80% of the Socially Aware group had taken at least one holiday within the past year, unchanged from just before the GFC began in 2008. By contrast, only 66% of all Australians took a holiday in the year to May 2013, down from 69% pre-GFC.
The Socially Aware segment represents 16% of the Australian population—but 21% of total holiday trips and 22% of total holiday spend.
In New Zealand 86% of Socially Aware took a holiday in the past year, compared to only 69% of the total population.
Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:
“Many Australians have reduced their household spending since the GFC by taking fewer holidays and sometimes cutting them out altogether. It is critical for destination marketers to “pick the winners” and target those segments who are still taking holidays.
“Another compelling reason to target Socially Aware is that 42% are “trusted advisors” for other people who are planning a holiday or trip. Positive word-of-mouth is a key driver in getting people to holiday at a new destination.
“If the Australian dollar continues to fall, Socially Aware holiday-makers—clearly reluctant to sacrifice taking any holidays—will increasingly consider domestic destinations. Melbourne and Sydney top the list of where Socially Aware would like to holiday. They are more likely than other segments to enjoy a city experience on holidays, with dining, arts and cultural events, art galleries, historical sites, museums and parks and gardens. They are also interested in experiencing nature and scenery on holidays, and would like to visit iconic destinations such as the Great Ocean Road, Blue Mountains, Byron Bay, Noosa, and Port Douglas.”
1. Socially Aware is one of the Roy Morgan Values Segments devised by Michele Levine of Roy Morgan Research and Colin Benjamin of the Horizons Network
Source: Roy Morgan Single Source (Australia), June 2007 - May 2013, average annual sample n = 19,693.
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