They say people planning a holiday are happier than those who don’t have any travel plans, so there must be some pretty cheerful people in Australia right about now. According to the latest findings from Roy Morgan Research, the percentage of Aussies intending to take a holiday in the next 12 months is at a five-year high, with large increases in both domestic and overseas intention compared to the same time last year.
The March 2014 quarter results from our Holiday Tracking Survey reveal that 72% of Australians (or 13.9 million people) intend to take a holiday in the next 12 months, up dramatically from 2013 (67%), and higher than any other March quarter over the last five years.
At 58%, the proportion of people who say their next holiday will be domestic is significantly higher than it was in March 2013 (53%), and has even risen since the beginning of this year, when it was 56%.
Overseas intention is also the highest it has been for five years, with 11% of Australians planning to head to foreign shores for their next holiday.
Intend to take a holiday in the next 12 months
Source: Roy Morgan Single Source (Australia), January 2009 – March 2014, average sample per quarter n=4,789. 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:
“After declining dramatically early last year, holiday intention has recovered and is now at a five-year high, for both domestic and overseas holidays. This is particularly good news for the Australian tourism industry, which saw domestic intention hit a five-year low this time last year.
“Intriguingly, there have been no significant year-on-year increases in Australians’ overall sense of financial security or optimism about the future, or even in Consumer Confidence levels. Furthermore, there isn’t a specific age bracket or demographic group driving the rise in holiday intention — it appears to be a fairly general trend.
“However, Roy Morgan’s ground-breaking new profiling tool, Helix Personas, can assist local destination marketers and tourism operators to exploit the opportunities arising from this increase in domestic holiday intention.
“For instance, 73% of the Financial Freedom persona have taken a domestic holiday in the last 12 months, compared with 60% of the total population 14+. Financial Freedom individuals tend to be wealthy mid-life couples who are either already empty nesters, or soon to be. Taking full advantage of their newfound freedom from parental responsibility, Financial Freedom are packing their bags and hitting the road! Domestic destinations that appeal to them include Melbourne, the Blue Mountains, Great Ocean Road, Sunshine Coast, Sydney, Margaret River, Hunter Valley and other wine regions.”
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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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