Australia’s beaches are famous the world over, and with so many to choose from, one could quite easily dedicate a lifetime’s worth of annual leave to exploring them all. So do Aussies take advantage of their fabulous coastline when it comes time to take a holiday? The latest findings from Roy Morgan Research show that some do, but not as many as you might expect…
In the year to July 2014, 11,567,000 Australians 14+ took at least one domestic holiday — with 1,671,000 (or 8.7% of the population) reporting that their last domestic trip included time spent at the beach. Queensland is the most popular state for this kind of getaway, accounting for 34.6% of all beach holiday-goers.
New South Wales is the second-most popular state for a beach holiday (32.8%), followed by Victoria (19.3%). Despite having more coastline than any other state or territory, Western Australia attracted just 10.7% of people who took a beach holiday.
Where Australia’s domestic beach holiday-goers went
Source: Roy Morgan Single Source (Australia), August 2013 – July 2014 (n=8,401).NB: total does not equal 100% because respondents may have visited more than one state
The Gold Coast and the Sunshine Coast areas are Australia’s top beach-holiday spots, followed by the NSW North and South Coasts.
Angela Smith, Group Account Director, Roy Morgan Research, says:
“Considering our country’s vast coastline, it may come as a surprise that only 8.7% of the population travelled to the beach for their last domestic trip. However, when we consider that all but one of Australia’s capital cities are on the coast, and nearly 65% of Aussies live in a capital city, this figure makes more sense. You could almost say that life’s a beach for some of us!
“Determining which segments of the population are most likely to choose this type of holiday is made easier with Roy Morgan Research’s in-depth profiling tool, Helix Personas.
“For example, people from the hard-working, family-oriented Castle and Kids persona are 52% more likely than the average Aussie to have taken a beach holiday for their last domestic trip. Typically hard-working and married, Castle and Kids tend to live in rural areas, and are anxious about their finances. The relative affordability of some coastal destinations would appeal to them — particularly if they could score a good package deal — as would the opportunity to spend quality time as a family.
“With these kinds of insights at their fingertips, destination marketers can ensure that they target their promotional campaigns to reach the most responsive audience.”
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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