Australians’ holiday intentions for the next 12 months are currently at the same level as last year, having made a comeback from a slump earlier this year. The breakdown between people intending to go overseas and those with domestic holiday plans is also consistent with last year, according to the Roy Morgan Research Holiday Tracking Survey for the October 2013 quarter.
Over the next 12 months, 69% of Australians (13.3 million people) intend to take a holiday — the same proportion as of October 2012 but higher than five years ago at the height of the global financial crisis (67%).
At 55%, the percentage of Australians planning to travel within Australia for their next holiday is on par with last year, but marginally lower than during the global financial crisis (56%).
Also steady compared to last year is the proportion of Australians intending to go overseas for their next holiday (10%), slightly higher than five years ago (8%).
Australians intending to take a holiday in the next 12 months
Source: Roy Morgan Single Source (Australia), August 2008 – October 2013, average sample per quarter n=4,871 N.B. A small percentage of holiday intenders cannot nominate where they will be going on their next holiday. As a result, the percentages shown as intending to go overseas or domestic on their next holiday do not add to the ‘total intenders’.
Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:
“In the lead-up to Christmas, holiday intention is at the same level as last year, with the split between domestic and overseas intentions also steady. This is particularly good news for the domestic market, as domestic holiday intention had fallen to an all-time low in the first half of 2013.
“Roy Morgan’s ground-breaking new profiling tool, Helix Personas, can assist tourism operators to understand and effectively communicate to any number of different target markets.
“For instance, 75% of Bluechip Australians have taken a domestic holiday in the last 12 months, considerably more than the national average of 59%. Blue Chip individuals are fashionable and successful, with money to spend. Among their preferred domestic destinations are the Hunter Valley and other wine regions, the Blue Mountains, Melbourne and NSW ski destinations.”
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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