Thursday, March 8th, 2012
Australians going on a skiing or snowboarding holiday are increasingly choosing overseas destinations over Australian ones. In December 2011 49% of Australians who went snow skiing or snowboarding on their last holiday chose an overseas destination, up from 34% in December 2010, and 21% in December 2001.
Only 1.4% of Australian holidaymakers went snow skiing or snowboarding on their last holiday. Overseas destinations which are popular for snow skiing and snowboarding are New Zealand, USA/Canada, Europe, and Japan.

Snow skiing or snowboarding destination

Source: Roy Morgan Single Source (January 2001 – December 2011, n=1,627).

Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:
“Although only a small percentage of the Australian population goes snow skiing or snowboarding on their holidays, it is nevertheless a lucrative niche market with snow skiers spending more on their holidays than the average tourist.

“With the strong Australian dollar, Australian ski destinations are finding it hard to compete with overseas ones. It is important to understand the demographic, attitudinal and behavioural profile of people who go snow skiing or snowboarding on holidays and to tailor an appropriate communication message."

A detailed range of profiles of holidaymakers by Holiday Activity – e.g. Beach Holiday, Backpacker Holiday, Casino Holiday, Disco/Nightlife, Hunter/Fisher Holiday, and many more is available.

Our extensive range of detailed Holiday Destination Preference Profiles – include profiles of Australians who would like to take a holiday at different Australian regional destinations, Australian cities, and overseas destinations. Purchase from our extensive range of detailed Holiday Destination Visitor Profiles. These profiles provide an overview of the target group including information on their demographics, attitudes, activities and media usage.

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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
P: 03 9224 5332


skiing or snowboarding holiday



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