The touring market looks set to stay strong into the future, with 19% of Australians saying that on their next holiday they plan to “tour around by car and discover things at their own pace”.
Percentage of Australians who “toured around by car” on last domestic holiday
Source: Roy Morgan Single Source (Australia), September 2002 – August 2013, average annual sample n=12,677
Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:
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“Although discount domestic airfares have resulted in more Australians flying to their holiday destination and fewer using their car, the hard-core ‘touring’ market remains stable.
“The touring market enjoys discovering things at its own pace — soaking up the countryside and scenery as well as visiting national parks, historical sites, museums, botanical gardens, parks and wineries.
“The popular image of touring travellers as being solely comprised of retired ‘grey nomads’ is misleading. Although half of the domestic touring market is 50 years or older, the majority are still working full- or part-time (61%), with only 24% retired, 6% looking for work, and the remaining 10% either not working because of home duties or other reasons such as study.
“Understanding exactly who makes up their target market, and how they prefer to travel, is essential for destination marketers to tailor messages that will motivate these travellers to book a 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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