Tuesday, November 19th, 2013 - Roy Morgan Research

New Zealand continues to decline as an Australian holiday destination preference, the latest Roy Morgan Holiday Tracking Survey shows. New Zealand has slipped from a peak of 14.7% just before the Christchurch Earthquake of February 2011 to 12.4% in September 2013, a level not seen since October 2008.

Further declines could see our next-door neighbour drop into being the third most commonly preferred destination behind the US and England—a position NZ has not occupied since 2002.

Driven largely by the higher Aussie dollar, the United States is again the top choice (14.0%) after suffering almost a decade in the doldrums after 9/11.

Maintaining a fairly consistent degree of popularity since 2004, England ranks third with 12.0% of Australians in the year to September 2013 saying they’d like to visit.

Cultural hotspots France and Italy continue to battle for fourth, with France maintaining a slight edge in September, 8.3% to 7.7%.

Top 5 overseas holiday destinations Australians would like to visit in next two years

Source: Roy Morgan Single Source (Australia), October 2000 – September 2013, average annual sample n = 22,215.

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

“With the declining popularity of New Zealand after the Christchurch earthquakes, United States is now the clear leader in terms of overseas holiday destinations at which Australians would like to visit in the next two years.

“Of course, many Australians are still holidaying in New Zealand, and Roy Morgan’s ground-breaking new profiling tool,Helix Personas, can assist marketers to understand and effectively communicate to these people.

“For instance, 10% of ‘Young & Platinum’ have taken a holiday in New Zealand in the last year—almost triple the national average. This Persona comprises mostly well-educated inner city professionals who are typically renting apartments.Ambitious and very well paid, they work hard and enjoy themselves through sport, socialising—and travel. Helix Personas is able to pinpoint where this market resides across Australia, as well as identify their media consumption habits, life and travel attitudes, and purchase intentions.”  

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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
W: www.roymorgan.com


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