Friday, February 7th, 2014 - Roy Morgan Research

Have you ever returned from holiday feeling more frazzled than when you left? Caught up in the quest to see, do and eat as much as possible in a limited time, it’s easy to forget that holidays are supposed to be relaxing. However, the growing number of Australians taking ‘health resort/spa holidays’ suggests that some of us are choosing to bypass the brouhaha and embrace the zen — in some suitably serene destinations.

Recent findings from Roy Morgan Research reveal that in the 12 months to December 2013, 1.4% of Australians took a ‘health resort/spa holiday’ on their last trip (up from 1.0% in the 12 months to December 2003), racking up some 781,000 holidays of this kind between them.

Bali is the most popular destination for this type of trip, with 8.9% of those who took a health resort/spa holiday choosing the idyllic Indonesian island, the latest Roy Morgan Single Source Survey shows. 

Thailand was also popular, with 8.0% choosing it for their health resort/spa holiday, followed by New Zealand and Melbourne (both 5.1%), Mornington Peninsula/Portsea/Flinders (4.3%), Sunshine Coast (4.2%), Gold Coast (3.7%), Sydney (3.3%), Daylesford/Hepburn Springs (3.0%) and Blue Mountains region (2.1%). 

Destinations visited on last ‘health resort/spa holiday’


Source: Roy Morgan Single Source (Australia), January 2011 – December 2013, n = 389.

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

"Health and spa tourism is a small but growing niche market. In 2013 Australians took 781,000 health resort/spa holidays, up from 309,000 in 2001.


Roy Morgan Research’s ground-breaking new profiling tool, Helix Personas, can assist marketers to refine their search for Australians interested in a health resort/spa holiday.


“For instance, the Helix Persona most likely to have taken a health resort/spa holiday on their last holiday is Smart Money— at 9.5%, more than six times the national average. Typically married with kids and living in inner-city suburbs, Smart Money are highly educated, high-income professionals for whom a health resort/spa holiday would provide them with a welcome break from their hectic lifestyles. Among the Australian destinations this segment would like to visit in the next year or two are Melbourne (20%), Gold Coast (15%), Great Ocean Road (15%), Sydney (15%), and Blue Mountains (13%).”

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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, generations, health resorts




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