Thursday, October 10th, 2013 - Roy Morgan Research

Over a third of Australians now haven’t had a holiday in over a year, the latest research from Roy Morgan shows.

For the 12 months to August 2013, 35% of Australians 14+ had no holiday within the past year, up from 31% in August 2008.

Even Aussies who can’t do without at least some time away are going less often: the proportion of us taking three or more trips a year is down 5% points to 36%, while the proportion heading off only annually or twice a year is up 1% point to 29%.

For New Zealanders the picture is similar, with fewer taking holidays since the global financial crisis. In the 12 months to August 2013, 30% of New Zealanders did not take a holiday within the past year, up from 25% in 2008.

Number of Holidays taken in last 12 months

Source: Roy Morgan Single Source (Australia), September 2007 – August 2008, n=20,880 September 2012- August 2013, n=19,833.

Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:

“In an effort to cut down their spending, or possibly concerned about holding on to their jobs, Australians have been taking fewer holidays since the 2008 global financial crisis, with a third now taking no annual holiday at all. 

“Australian holidaymakers have been making trade-offs since the GFC: cutting back on domestic holidays but taking more overseas ones. It will be interesting to see if the lower Australian dollar affects this trend.

“It is important for destination marketers to understand the demographics, attitudes and behavioural profile of their target market, so as to tailor appropriate messages that motivate them to book a holiday.”

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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.
Shaun Ellis
P: 03 9224 5332


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