Tuesday, May 6th, 2014 - Roy Morgan Research

More Australians still want to visit the mainland United States than any other overseas holiday destination, ahead of former frontrunner New Zealand, with England close behind, the latest Roy Morgan Holiday Tracking Survey shows.

14.5% of Australians 14+ (2.8 million) would like to take a holiday in the United States in the next two years, up from 10.4% five years ago.

New Zealand clings on to second place as a potential holiday destination for 12.6% of Australians—just 0.2% points ahead of England at 12.4%.

Once the top potential overseas destination for Australians, New Zealand peaked at 15.1% just before the Christchurch Earthquake in 2011.

Top 3 potential overseas holiday destinations for Australians:

Source: Roy Morgan Single Source (Australia), April 2008 – March 2014, average annual sample n = 19,419.

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

“The United States is now the clear leader in terms of overseas holiday destinations more Australians would like to visit. This is despite the Australian dollar falling in value against the greenback since mid-April 2013.

“Of course, many Australians are still holidaying in New Zealand, and Roy Morgan’s ground-breaking new profiling tool,Helix Personas, can assist marketers to understand and effectively communicate to these people.

“For instance, 7% of Young & Platinum have taken a holiday in New Zealand in the last 12 months versus only 4% of the total population 14+. Young & Platinum are well educated inner city professionals who are typically renting apartments and flats. Ambitious and very well paid, they work hard and let off steam through sport and socialising. In addition to New Zealand, Young & Platinum also want to holiday in USA, England, Japan, and France.”

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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.
Shaun Ellis
P: 03 9224 5332
W: www.roymorgan.com


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