Thursday, January 9th, 2014 - Roy Morgan Research

Ever since the Global Financial Crisis, Australians’ total annual holiday spend has remained relatively static at $66 billion, the latest Roy Morgan Single Source Survey shows. What’s more, they’re not travelling as much as they were just three years ago – indeed, a growing number aren’t travelling at all.

Australians’ holiday spend doubled between November 2001 and September 2009, when it hit $66 billion. More than four years later, however, this figure is still $66 billion. 

Holiday spend by New Zealanders has also remained flat (at $10.1 billion) since the GFC.

Total annual holiday spend by Australians


Source: Roy Morgan Single Source (Australia), December 2000 - November 2013, average annual sample n = 22,114.

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

“Despite a growing population and increasing CPI, total holiday spend by Australians has not increased since the Global Financial Crisis. Australians continue to reduce their household spending by taking fewer holidays per year: in the 12 months to November 2013, Australians took 54 million holidays, substantially fewer than the 59 million they took in the 12 months to September 2009. And since June 2012 an increasing number of Australians are taking no annual holiday at all. 


“Our data shows that Australians have been taking more overseas holidays since the GFC but they’re compensating by cutting back on the number of domestic holidays they take.


However, not all Aussies are staying home and contenting themselves with ‘staycations’: certain segments of the population are still spending big on holidays and Roy Morgan Research’s ground-breaking new profiling tool, Helix Personas, can assist marketers in their search for these big spending travellers. 


“Take Social Flyers, for example. Typically single, sociable and style-conscious, these young inner-city dwellers are more likely to take at least one annual holiday than the average Australian (77% vs 65%), spending an average of nearly $9,000 a year on holidays — well over double the average Australian’s annual holiday spend ($3,500).


 "In keeping with their hectic, high-flying lifestyles, Social Flyers aspire to holiday in big-ticket destinations such as United States, Europe, Japan and Thailand.”

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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.
Samantha Wilson
P: (03) 9224 5268


travel, tourism, GFC




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