Marvellous Melbourne does it again! Victoria’s capital consistently tops the list as Australians’ favourite domestic holiday destination, and this time, it’s emerged as the country’s most popular place to take a short break of one or two nights.
According to the latest results from Roy Morgan Research, 6.1% of Australians aged 14+ took a short break holiday in Melbourne in the 12 months to November 2013.
Sydney was also popular, visited by 5.4% of Australians for short, 1-2 night breaks, followed by the Gold Coast (3.2%), NSW North Coast (Port Macquarie/Coffs Harbour/Forster/Port Stephens/Taree) at 2.9%, Sunshine Coast (2.7%) and Brisbane (2.6%).
Where did Aussies take short breaks in the last 12 months?
Source: Roy Morgan Single Source (Australia), December 2012 - November 2013 n = 18,862.
Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:
“With the price of domestic airfares at an all-time low, an increasing number of Australians are opting to take quick getaways of one to two nights in capital cities such as Melbourne, Sydney, Brisbane and Canberra. However, a majority choose to drive rather than fly, making destinations close to capital cities popular too – such as the Gold Coast, NSW North Coast, Sunshine Coast, Hunter Valley, NSW South Coast, and Great Ocean Road.
“Roy Morgan Research’s in-depth new profiling tool, Helix Personas, can assist these popular short break destinations in refining the way in which they reach their target market.
“For instance, well-heeled Bluechip individuals are more likely than other Helix Personas to have taken a short holiday in the last 12 months (62% compared to 48% of the population). The large majority of this group live in Sydney, are successful in their careers, and tend to favour well-known brands, whether it’s food, cars or tourism operators.
“When asked where they’d like to spend a holiday of one to two nights in the next two years, many Bluechips nominate destinations with easy access from Sydney such as the Hunter Valley (21%), Blue Mountains (20%), and Melbourne (20%).”
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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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