Thursday, November 5th, 2015 - Roy Morgan Research

While the desire to explore new horizons and visit a different destination every holiday motivates many travellers, some people prefer to return somewhere they’ve been before. In fact, the latest findings from Roy Morgan Research reveal that more than one in five Australian holiday-makers chose their last destination based on having visited before.

In the 12 months to September 2015, nearly 13 million Australians 14+ took at least one holiday. For their last trip, 2.8 million people (or 21.2% of travellers) opted to go somewhere they’d already been in the past.

In Australia, the holiday destination with the highest proportion of visitors who said they chose it because they’d been there before was the North West Coast in Tasmania. Of all people who visited this region on their last holiday, 42% had chosen it based on their previous experience.

Top destinations chosen by Australian holiday-makers because they’d been there before


Source: Roy Morgan Single Source (Australia), October 2014 – September 2015 (n=10,398)Base: Australians 14+ who went on a trip in last 12 months

Other destinations likely to be chosen on the basis of the traveller having been there before are the Victorian High Country (37.8% of whose visitors had been there before), Southport (36.9%), Eyre Peninsula/Port Lincoln/Ceduna (34.8%) and Noosa (33.5%).

Angela Smith, Group Account Director, Roy Morgan Research, says:

“There’s something to be said for multiple holidays in the same place: they allow the traveller to get to know the destination (and possibly some of the locals) and feel less like a tourist. Our latest data shows that more than one in five Australian travellers opted to take the familiar route rather than the path less travelled on their last trip, returning to a previously visited destination.

“As the chart above indicates, most of the popular repeat destinations are coastal, a timely reminder (given that the holiday season is approaching) that Aussies love a beach getaway.

“With a detailed understanding of the kind of person who holidays in the same destination more than once, tourism operators, car hire businesses and holiday rental companies will be better placed to build relationships with these  travellers, benefitting both parties in the long term… ”

View this release in full on our website.

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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.
Samantha Wilson
P: (03) 9224 5268


travel, tourism, holidays, australia, victoria, south australia, western australia, tasmania, queensland




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