Friday, July 29th, 2011
Around 12.5 million (67%) Australians 14 years or older intend to take at least one holiday in the next 12 months, according to the latest Roy Morgan Research Holiday Tracking Survey conducted in the three months to May 2011.

The percentage of Australians who intend to go overseas on their next holiday in the next twelve months has risen to 9% for the May 2011 quarter, up from 8% in May 2010. In contrast, the percentage of Australians who intend to travel domestically on their next holiday is 55% for May 2011 quarter, down from 57% in May 2010.

Intention to take a holiday in the next 12 months

Purchase the detailed Roy Morgan Holiday Leading Indicators Report
Source: Roy Morgan Single Source (February 2006 – May 2011, average sample per quarter n=5,157). N.B. A small percentage of holiday intenders cannot nominate where they will be going on their next holiday. As a result, the percentages shown as intending to go overseas or domestic on their next holiday do not add to the total intenders.

Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:

“Overseas holiday intention has increased gradually over the past five years, whereas domestic holiday intention has declined. The Roy Morgan Holiday Tracking Survey shows that the increase in overseas holiday intention is not only a result of the favourable exchange rate; an increasing percentage of Australians say they would like to take an overseas holiday.  Australia is becoming a multicultural society and people are increasingly interested in new things and ideas.”

Holiday Intender’s media Most Useful in Selecting Travel or Accommodation

Purchase the latest detailed Roy Morgan Holiday Leading Indicators Report
Roy Morgan Single Source (Australia): October 2010 – March 2011.Sample: Intend to take a holiday in the next 12 months. In the 6 Months to March 2011, n=5,317.

Purchase the complete Roy Morgan Holiday Travel Intention Leading Indicators Report. This report provides information on overall intention to take a holiday or leisure trip (next 12 months) as well as whether the next holiday/leisure trip in the next 12 months will be overseas or domestic.

Purchase from an extensive range of 
Travel and Tourism Reports ordetailed profiles of Holiday Travel Visitation and Leisure Travellers.

For more details contact:

[email protected]

Contact Profile

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.
Shaun Ellis
P: 03 9224 5332


Overseas Holiday Intention, Tourism,



More Formats

View QR Code