Tuesday, December 6th, 2011
In the September 2011 quarter around 12.6 million (68%) Australians 14 years or older intend to take at least one holiday in the next 12 months, down from 70% in September 2010 according to the Roy Morgan Research Holiday Tracking Survey.

The percentage of Australians who intend their next holiday to be domestic has fallen to 56% for the three months to September 2011, down from 58% for the three months to September 2010.

Intention to go overseas on the next holiday is at 8% for the September 2011 quarter, unchanged from the September 2010 quarter.

Intention to take a holiday in the next 12 months

Source: Roy Morgan Single Source (July 2006 – September 2011, average sample per quarter n=5,052). 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:

“Our Roy Morgan Holiday Tracking Survey shows that holiday intention has fallen over the past year and that domestic destinations are the most affected. Those Australians who are still choosing to take a holiday are spending less on average than one year ago. This reluctance to take a holiday is not surprising given the ongoing instability of the European economy and widespread concern about the possibility of another global financial crisis.

"For both overseas and domestic intenders, the Internet is the most useful media for selecting travel or accommodation.”

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

Roy Morgan Single Source (Australia): January 2011 – June 2011. Sample: Intend to take a holiday in the next 12 months. In the 6 Months to June 2011, n=5,556.

The complete Holiday Travel Intention Leading Indicators 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.

An extensive range of Roy Morgan Travel and Tourism Reports or detailed profiles of Holiday Travel Visitation and Leisure Travellers is available.

Click here to browse thousands of accurate, insightful quantitative Roy Morgan research reports and profiles ready to download now.

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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.
Shaun Ellis
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Holiday intention declines



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