If “yoga is the journey of the self, through the self, to the self” as the Bhagavad Gita claims, then yoga travel provides the scenery along the way. Roy Morgan Research reveals the holiday destinations that are more likely to appeal to Australians who practise yoga than those who don’t.
In the past decade, the number of Australians who practise yoga either regularly or occasionally has more than doubled from 910,000 to 1,836,000 people. When it comes to the destinations they’d like to go on holiday, this ever-increasing group of people often name places that aren’t so popular with the general population.
Not only was yoga first conceived in ancient India, but Aussies who practise yoga are almost 150% more likely than the average Australian aged 14+ to want to go to India on holiday. Other overseas destinations that Aussie yogis are much more likely to nominate as potential holiday spots are Indonesia (excluding Bali), Greece, and Latin America.
Where yoga participants would like to holiday compared to population average
Source: Roy Morgan Single Source (Australia), January 2013 – December 2014 (n=15,944).
Among the domestic destinations most likely to appeal to yoga-practising Australians more than the average Aussie, the Mt Buffalo-Mt Baw Baw-Lake Mountain region (142% more likely), the Victorian Spa Country (134% more likely) and the Gold Coast Hinterland/Mountains (126% more likely) all rate highly.
Angela Smith, Group Account Director, Roy Morgan Research, says:
“Travel doesn’t exist in a vacuum: our holiday choices are determined not only by practicalities such as budget and time constraints, but by our interests. Yoga is an interesting example, going beyond exercise to encompass spiritual and cultural traditions, and inspiring great devotion among its many participants.
“Given India’s significance as yoga’s birthplace, it makes sense that Aussie yogis are so much more likely than the average Australian to want to take a holiday there. Even the most cursory Google search reveals a plethora of yoga retreats, courses and ashrams for travellers seeking that kind of experience.
“Yoga retreats are also plentiful in the other overseas destinations mentioned above, as well as most of the domestic locations listed. The Victorian Spa Country (Daylesford, Hepburn Springs) is dotted with yoga and other well-being establishments, while the Gold Coast Hinterland and Far North Coast region of New South Wales have long been beloved by a distinctly ‘New Age’ demographic.
“As increasing numbers of Australians take up yoga, yoga-related travel will inevitably become more popular. This represents a golden opportunity for savvy tourism organisations and destination marketers willing to take the time to understand this potentially lucrative niche market in detail.”
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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