Friday, February 7th, 2014 - Roy Morgan Research

Uluru or Uluwatu? Tasmania or Tanzania? To touch a koala or touchdown in Kuala Lumpur? Ride a camel on a beach in Broome or a dune in Jordan?  1 in 10 Australians are going overseas for their next trip this year, but the proportion planning to travel domestically continues to decline, the Roy Morgan Research Holiday Tracking Survey for the December 2013 quarter shows.  

Overall, 69% of Australians (13.4 million) intend to take a holiday in the next 12 months, unchanged from December 2012 but still 3% points off the December 2011 peak.

55% nominate an Australian destination as their next holiday target, down 1% point a year since 2011. 10% say their next getaway will be international, up slightly from last year (9%).

Intend to take a holiday in the next 12 months

Source: Roy Morgan Single Source (Australia), October 2008 – December 2013, average sample per quarter n=4,842. N.B. A small percentage of holiday intenders cannot nominate where they will be going on their next holiday. As a result, the percentages shown as intending to go overseas or domestic on their next holiday do not add to the ‘total intenders’.

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

“In the lead up to 2014, holiday intention was at the same level as the year before, but down from two years ago. Over the past few years Australians have been taking fewer holidays by cutting back on domestic travel.


“Although this may bode poorly for the domestic tourism market, Roy Morgan’s ground-breaking new profiling tool, Helix Personas, can assist domestic marketers to combat this downward trend and win more share of a shrinking market.


“For instance, 76% of the ‘Blue Chip’ took a domestic holiday in the last 12 months, compared with 59% of the total population. Blue Chip individuals are fashionable and successful, with money to spend. They would like to holiday in NSW coastal destinations, the Hunter Valley and other wine regions, Blue Mountains, Melbourne and NSW ski destinations.”

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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, holiday intention




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