You may not be able to choose your family, but you can choose whether or not to take a holiday with them. And with the traditional nuclear family unit gradually becoming less prevalent in Australia, a declining number of Aussies are taking holidays with their kids, the latest findings from Roy Morgan Research show. Travelling alone or with other relatives, however, are on the rise.
Of the 10,831,000 Australians who holidayed at least once in the 12 months to November 2013 and specified who they went with, 36% travelled as a couple on their last holiday, the same level as a decade ago. Only 26% travelled as a family with children, down from 29% in November 2003. Meanwhile the proportion of people travelling alone on their last holiday rose (14%, up from to 12% in 2003) as did those who holidayed with other family members (from 12% to 13%).
Travel companions on last holiday
Source: Roy Morgan Single Source (Australia), December 2002-November 2003 (n = 15,077); December 2012-November 2013 (n = 10,449).
Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:
“Lately, some family-focused destinations, such as the Gold Coast with its theme parks and beaches, are suffering from the declining family holiday market. Indeed, our data shows that the Gold Coast is no longer as popular with Australian travellers as it was.
“However, Roy Morgan Research’s ground-breaking new profiling tool, Helix Personas, can assist tourism operators from the Gold Coast and other destinations to ensure their success in this shrinking family market.
“For instance, high-achieving young families in the Career and Kids segment are more likely than other groups to holiday at the Gold Coast (10% in the last 12 months vs 7% of the population 14+). Besides being extremely family-focused, Career and Kids typically hold responsible, well-paid jobs and are working hard to pay off their suburban homes.
“In addition to the Gold Coast, this group also aspire to holiday in high-profile destinations such as the Sunshine Coast, Whitsundays, Tropical North Queensland, Great Ocean Road, Melbourne, and Sydney.”
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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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