Melburnians are twice as likely as the rest of the country to have a holiday home, the latest data from Roy Morgan Research shows.
1 in 20 Melbourne residents (5.0%) have a holiday home, but among the rest of Australia the overall holiday home-ownership rate is just 1 in 40. In fact, nearly a third of all Australian holiday home-owners live in Melbourne.
2.8% of people in Sydney or Brisbane have a holiday home, ahead of 2.7% in Adelaide and 2.4% in Perth. Only around 1 in 50 non-capital city residents have a holiday home. Nationally, including Melbourne, around 560,000 Australians 14+ (2.9%) report having a holiday home.
% of Australians with a Holiday Home by Mainland State Capital City:
Source: Roy Morgan Single Source, July 2013–June 2014, sample = 16,809 Australians 14+
Angela Smith, Group Account Director – Consumer Products, Roy Morgan Research, says:
“Aside from Melbourne, residents of Canberra and Hobart are also more likely than average to have a holiday home.
“The lucky few with holiday homes are, unsurprisingly, more likely than the average Australian to have had a holiday in the past year, and they also took two more trips on average.
“However it would be a mistake to assume that holiday homeowners are less valuable to travel and tourism marketers because they have free accommodation available.
“In fact, 42% of holiday home-owners took an overseas holiday in the past year, compared with 24% of all Australians. Second home-owners tend to be wealthier, of course, but perhaps because they have free accommodation on some holidays they can justify going all out when visiting somewhere else.”
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.
P: 03 9224 5332