Friday, July 26th, 2013 - Roy Morgan Research

Hobart’s status as a preferred holiday destination has increased significantly among Socially Aware Australians since the opening of Hobart’s Museum of Old and New Art (MONA), according to the latest data from Roy Morgan Research.

Hobart’s status as a preferred holiday destination has increased significantly among Socially Aware* Australians since the opening of Hobart’s Museum of Old and New Art (MONA). Socially Aware Australians have a high (AB) socio-economic status and are progressive, liberal thinkers who are willing to try new or different experiences; as such they are highly valued visitors for any destination. Indeed, Socially Aware Australians represent 17% of the Australian population, but take 21% of the holidays and comprise 23% of total holiday spend.

In the twelve months to June 2013, 13.5% of Socially Aware Australians said they’d like to take a holiday in Hobart in the next two years — up from 11% in the 12 months to December 2010, just before MONA opened in late January 2011.

Hobart’s increased popularity among Socially Aware Australians has resulted in a slight lift in overall preference by Australians in general. In the twelve months to June 2013, 8.4% of the population said they’d like to holiday in Hobart, up from 7.7% before the opening of MONA.

Melbourne and Sydney top the list of preferred domestic holiday destinations for Socially Aware Australians, but Hobart is now close behind in fourth position. Socially Aware travellers are more likely than other segments to enjoy a city experience on holidays — including dining, cultural events, art galleries, historical sites, museums, and parks and gardens.

Michele Levine, CEO of Roy Morgan Research, recently spoke at the DISRUPTIVE Festival of Voices in Hobart, and urged those in the business of tourism and economic development to watch the trends, referring to such societal trends as the ageing, increasingly educated and socially progressive population.

Source:Roy Morgan Single Source (Australia), April 2000 - June 2013, average annual sample n = 22,347.

Michele Levine, CEO, Roy Morgan Research, says:

“In a shrinking or static market such as domestic tourism, it’s vital that marketers pick a winning strategy – and be willing to disrupt convention by injecting something big, brave and new into the mix.

“Of course, MONA did exactly this, and is reaping the rewards … as is Kevin Rudd, who can be seen as the MONA of Australian politics!”

* 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

 

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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.
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Hobart’s status as a preferred holiday destination has increased significantly among Socially Aware Australians since the opening of Hobart’s Museum of Old and New Art (MONA), according to the latest data from Roy Morgan Research.

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