Despite all the talk of airlines in financial trouble, just flying is the preferred domestic holiday transport mode for more Australians than ever, the latest Roy Morgan Holiday Tracking Survey shows.
Although the majority of Australians still drive to local holiday destinations, more of us are choosing to forget driving altogether and just fly: 13% of domestic travellers in the year to February 2014, up from 7% in 2002.
Another 18% flew and drove, for a total 31% of domestic travellers catching a plane on their domestic trip—up from 18% 12 years ago.
56% of Australians only drive to their destination, down from 65% in February 2002.
Transport used for last domestic holiday*
Source: Roy Morgan Single Source (Australia), March 2001 – February 2014, average annual sample n = 12,967.* Respondents can choose more than one transport mode
Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:
“An increasing number of Australians are taking advantage of cheaper airfares and flying to their domestic holiday destination. Many of those who fly to a domestic holiday destination hire a car or 4WD to get around and see the sights.
“Roy Morgan Research’s ground-breaking new profiling tool, Helix Personas, can assist airlines and hire car companies to refine their search for their target market.
“For instance Young and Platinum are more likely than other personas to fly to their domestic holiday destination (71% versus 31% of total holiday travellers 14+). Young and Platinum are well educated inner city professionals and typically renters. Ambitious and very well paid, they work hard and clearly want to maximise the time spent at destinations after a quick flight.”
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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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