In the year to May 2013, Australians who looked online when deciding on a domestic holiday destination then spent an all-inclusive average of $179 per person per night—$35 more than those who used only other information sources such as travel agents, brochures, guide books or the advice of friends and relatives.
25% of domestic holidaymakers now use the internet (either alone or combined with traditional information sources) when considering where to go, up from just 4% in 2001.
Domestic travellers who did not source any information to assist in choosing their destination account for up to 43% of travellers but spend only $116 per night on average; however many of these people were visiting—and staying for free with—friends and relatives.
Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:
“One in four domestic holiday-makers now uses the internet to help pick a destination— more than six times the rate in 2001.
“Although internet researchers may have above-average incomes, the increased daily expenditure by this group still suggests that online destination research is about far more than deals and discounts: it also provides holiday researchers with comprehensive information on how and where to spend their tourist dollars.
“It is therefore critical for tourism operators and destination marketers to have a strong web presence that not only persuades people to visit, but encourages them to see and do (and spend) all they can once they arrive.”
“Aside from the internet, word-of-mouth and previous experience are also key drivers of destination choice: 22% of domestic holidaymakers said that they used the advice of friends or relatives when choosing their destination and 21% had been to the destination previously and decided to go back again.”
Source: Roy Morgan Single Source (Australia), June 2012 – May 2013 n=10,531.
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.
P: 03 9224 5332