Thursday, March 20th, 2014 - Roy Morgan Research

From the world’s oldest surviving rainforest to ancient Indigenous landmarks, culturally rich capital cities to endless miles of postcard-perfect coastline, Australia’s myriad attractions are a holiday-maker’s dream. And a growing number of Australians are planning to take their next holiday on home soil, according to the Roy Morgan Research Holiday Tracking Survey for January 2014. 

At 56% (or 10.9 million people), the percentage of Australians intending to take a domestic holiday in the next 12 months is up slightly from the same time last year (55%), but still a tad lower than in January 2012 (57%).

Overseas and overall holiday intentions are also up on 2013. Overall, 70% of Australians (or 13.5 million people) intend to take a holiday in the next 12 months, up from January 2013 (68%), but down from two years ago when it was 72%.

Ten percent of Australians intend to head overseas for their next holiday, slightly more than last year (9%), but down from January 2012 (11%).

Intend to take a holiday in the next 12 months

Source: Roy Morgan Single Source (Australia), November 2008 – January 2014, average sample per quarter n=4,824  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:

“Holiday intention for 2014 is slightly higher than the same time last year, but still down from two years ago. The good news for the domestic market is that the weakening Australian dollar may already be encouraging more people to holiday domestically.


“Roy Morgan’s ground-breaking new profiling tool, Helix Personas, can assist domestic marketers to take advantage of the opportunities arising from the falling dollar.


 “For instance, 75% of people from the Financial Freedom persona have taken a domestic holiday in the last 12 months versus 59% of the total population.  Well off, mid-life couples looking forward to enjoying their retirements in style, Financial Freedom would like to holiday in NSW coastal destinations, the Hunter Valley and other wine regions, the 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, domestic travel, holidays




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