The majority of domestic holiday travellers only go away for one or two nights, the latest Roy Morgan Single Source Survey shows.
Of those Australians whose last holiday was domestic, 56% were on holidays for only 1-2 nights, with 26% away for 3-7 nights, 12% for 8-14 nights, and only 6% for 15 nights or more.
Length of last domestic holiday:
Source: Roy Morgan Single Source (Australia), April 2013 – March 2014, sample size n = 7,755 Australians 14+ whose most recent holiday in the last 12 months was domestic.
Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:
“Many Australians who are taking domestic holidays are only going for 1-2 nights, with most of these short holidays being within their own state (72%). This is good news for short break destinations close to the large population centres of Sydney and Melbourne—including Phillip Island, Mornington Peninsula, coastal NSW, Hunter Valley, and the Great Ocean Road.
“Those people who are taking a short break interstate are often flying to Melbourne, Sydney, Canberra, Brisbane or Adelaide to enjoy a city experience or to catch up with friends and relatives.
“Roy Morgan’s ground-breaking new profiling tool, Helix Personas, can assist marketers to understand and effectively communicate to people wanting a short break. Successful Bureaucrats are more likely than other Australians to take a short domestic holiday. Australians in this persona are cultured and ambitious, and although they have adopted elements of the traditional family life such as a mortgage, career, family, and investments, they refuse to be bound by them. Successful Bureaucrats would like to take a short break in Melbourne, Sydney, Sunshine Coast, Gold Coast, coastal NSW, Great Ocean Road, and the Blue Mountains.”
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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