Despite the gradual decline of the Australian dollar, overseas holidays are becoming more popular among Australians of all ages, with 23% of the population taking at least one trip overseas in the last 12 months. And according to the latest findings from Roy Morgan Research, it’s Generation Y leading the charge: 27% of them have holidayed overseas in the past year (up from 18% in 2006). Baby Boomers aren’t far behind at 26%, also up from 18% in 2006.
The generations least likely to have taken an overseas holiday recently are Generation Z (17%, up from 11% in 2006) and Pre-Boomers (18%, a slight increase on 15%).
Taken an overseas holiday in the last 12 months by generation*
Source: Roy Morgan Single Source (Australia), December 2012 – November 2013, n = 18,862.
Generation Y doesn’t mind the occasional domestic getaway, either: 60% took a holiday in Australia over the past 12 months – just above the national average of 59%. But they’re not the generation most likely to have holidayed at home: during the same period, 63% each of Baby Boomers and Gen X took a holiday somewhere on Australian shores.
Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:
“Despite being less well off than their Baby Boomer parents, Generation Y is similarly keen on overseas holidays, often making sacrifices to realise their travel dreams. However, Generations are broad categories and Roy Morgan’s innovative new profiling tool, Helix Personas, can assist marketers to refine their search for those younger Australians who are holidaying abroad.
“For instance, 45% of New School Cool have taken an overseas holiday in the last 12 months — close to double the rate of the general population. Typically young, tech-savvy and well educated, New School Cool individuals enjoy sociable inner-city lifestyles and look for a combination of fun and culture when travelling overseas.
“Among their favourite destinations are the USA, New Zealand, France, England and Thailand — places where they can live it up at restaurants, shopping and nightclubs, while getting their culture fix at museums and galleries.”
* Roy Morgan ‘Generations’ definitions:
Pre-Boomers — Pre 1946; Baby Boomers — 1946-1960; Generation X — 1961-1975; Generation Y — 1976-1990; Generation Z — 1991-2005.
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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.
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