Tuesday, December 1st, 2015 - Roy Morgan Research

If our political inclinations can colour our attitudes to immigrationlabour issues, and foreign aid, is it possible they could have some bearing on where we’d like to take a holiday? Only Roy Morgan Research’s Holiday Tracking Survey can provide the answer…and the answer is: apparently so!

According to the latest findings from Roy Morgan, a person’s Federal voting preference does seem to influence the places they’d like to take a holiday, with electors intending to vote for the ALP, L-NP and Greens at the next Federal Election all showing distinct, above-average preferences for certain domestic and overseas destinations.

Asked which places they’d like to spend a holiday in the next two years, Australian electors planning to vote L-NP were 25% more likely than the average Aussie voter to name both the Murray Mallee-Mildura-Swan Hill and Toowoomba/Darling Downs regions.

In contrast, ALP voters are 24% more likely to nominate areas of the ACT outside of Canberra (eg Hall, Cotter, Namadgi National Park), while electors intending to vote for the Greens are 128% more likely to prefer Freycinet National Park and 123% more likely to prefer the Mt Buffalo-Mt Baw Baw-Lake Mountain region as potential holiday spots.

Where L-NP, ALP & Greens voters would like to holiday compared to national average

domestic-dest-by-voting-intention

Source: Roy Morgan Single Source (Australia), October 2013 – September 2015 (n=28,114)Base: Australian electors 18+. NB: these are the destinations that L-NP, ALP and Greens voters are more likely than the average Australian elector to nominate as preferred holiday spots, rather than the most popular destinations for each group.

Overseas destinations which appeal to L-NP voters noticeably more than the average Aussie elector include the United Arab Emirates (28% more likely) and the Philippines (21%), whereas ALP voters are 15% more likely to nominate India as somewhere they’d like to visit.

Meanwhile, Greens voters are over 100% more likely than the average elector to prefer Indonesia (excluding Bali) and Latin America (Mexico, Central and South America) as potential holiday spots.

Where L-NP, ALP & Greens voters would like to holiday compared to national average: OS

OS-dest-by-voting-intention

Source: Roy Morgan Single Source (Australia), October 2013 – September 2015 (n=28,114)Base: Australian electors 18+. NB: these are the destinations that L-NP, ALP and Greens voters are more likely than the average Australian elector to nominate as preferred holiday spots, rather than the most popular destinations for each group.

Michele Levine, CEO, Roy Morgan Research, says:

“There’s no doubt our political leanings colour our attitudes to important issues and our confidence as consumers, but our preferred holiday destinations? Surprisingly, yes. Our data shows that Aussies who vote for L-NP, ALP and the Greens have distinct preferences for places they’d like to holiday.

“When it comes to domestic preferences, L-NP voters are noticeably more likely than the average elector to nominate inland, ‘True Blue’ country destinations, which makes one wonder whether this is the National Party influence at work. For overseas travel, they show an above-average preference for flash, non-European destinations.

“The domestic destinations more likely to appeal to Greens voters than the average elector reflect their environmental interests, being places of great natural beauty. Fittingly, their foreign preferences tend towards the developing world rather than the classic tourist favourites; or, in the case of Scandinavia and Germany, destinations with evolved social policies.

”In Australia, ALP electors are more likely than the average voter to prefer low-key, family-friendly destinations, but show a penchant for the exotic with the places they’re more likely to nominate as preferred overseas destinations.

“Travel is a subjective thing, influenced by our interests as well as more practical considerations such as budget and time constraints. And as our data reveals, voting intention is yet another factor informing our holiday preferences. With regularly updated federal voting intention reports and in-depth tourism profiles, Roy Morgan Research can assist tourism operators in pin-pointing and attracting these niche markets…”

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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
W: www.roymorgan.com

Keywords

politics, holidays, voting, tourism, travel

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