Last year, almost 13 million Australians aged 14+ took at least one holiday. When asked who they mainly travelled with on their last trip, nearly a third (32%, or 4,126,000 people) reported going with their partner. No wonder ‘couples holidays’ are big business in the tourism industry. But do couples actually behave any differently than anyone else when they’re on holiday? Well, yes, as a matter of fact.
According to the latest findings from Roy Morgan Research, people who take a holiday with their significant other are more likely than the average Australian holiday-goer to visit historical sites, go to museums and art galleries, go bushwalking, play poker machines, dine out at restaurants and go to the theatre — and that’s just for starters.
Among the activities that they are less likely to do on holiday, go to the movies, arts festivals or cultural events, visit a zoo or theme park, or go swimming or surfing.
Holiday activities: how couples compare to other travellers
The fact that the majority (59%) of Australian couples who took a holiday together last year were aged 50 and older suggests that many would be empty-nesters taking advantage of their newfound freedom from parental responsibility to hit the road.
(On the other hand, Australians from younger age groups comprise the majority of people who holiday as a family with children, with other family or family and friends, alone, with a friend or small group of friends, and with a school/university group.)
Angela Smith, Group Account Director, Roy Morgan Research, says:
“In 2014, Australians who reported taking their last trip with their partner outnumbered those who holidayed in any other ‘configuration’ (for example, as a family with children, solo, or with a friend). This obviously represents a major opportunity for tourism industry players, and many travel agents, resorts and hotels offer packages targeted at this segment. There is even a magazine dedicated to ‘couples holidays’.
“Our data shows that people who take holidays as a couple are more likely than the average Aussie traveller to engage in a diverse range of activities, from taking in natural scenery to going to the theatre, bushwalking and playing pokies. Certainly, some of these activities (pokies, for example) are not classic family favourites, but others — such as eating out or visiting museums — could conceivably be enjoyed just as much by families as couples.
“Having said that, couples on holiday are significantly less likely to participate in classic child-friendly pursuits like going to a zoo or a theme/amusement park.
“Travel agents and other tourism operators keen to succeed in the area of couples holidays need to understand their target market in depth, as their habits and preferences are not as cut-and-dried as one might initially think."
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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