Friday, September 6th, 2013 - Roy Morgan Research

While television remains the primary medium through which Australians are exposed to travel advertising, the internet is catching up, according to the latest findings from the Roy Morgan Holiday Tracking Survey.

Practically since the worldwide web began, the travel and tourism industry has recognised the value of an online presence, with tickets and accommodation long being among the internet’s most purchased products. While television remains the primary medium through which Australians are exposed to travel advertising, the internet is catching up there too, according to the latest findings from the Roy Morgan Holiday Tracking Survey.

For the 12 months to July 2013, 46% of Australians who read, saw or heard advertising about domestic holidays or travel saw it on the internet, up from 42% in July 2011.

At 73%, television remains the medium on which most people recalled seeing advertising for domestic travel, but this is a decline from 79% two years earlier. Newspapers (30%), magazines (23%), and radio (13%) have also dropped since July 2011.

Source: Roy Morgan Single Source (Australia), August 2010-July 2011 n=15,380 and August 2012 – July 2013 n=15,981.

Jane Ianiello, Title of Industry Director, Roy Morgan Research, says:

“The internet is increasingly being used by destination marketing organisations as a communication channel. Their websites, as well as their Facebook, Twitter and YouTube accounts are becoming increasingly popular ways to reach and persuade potential holiday visitors that might not otherwise see them.

“Tourism WA’s recent ‘1001 Extraordinary Experiences’ Facebook campaign is an example of how this can be done creatively and memorably. Calling for users to submit their own photos of cherished WA ‘experiences’, it engaged its market in a way traditional media could not.

“Internet communication and advertising is especially effective for destinations targeting younger Australians, as our research shows that people under 35 years of age are more likely than those aged 35+ to read, see or hear about domestic holidays or travel online.

“For destinations targeting the 50+ market, communication via television, newspapers, and magazines still gets a better reach than the internet.”

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