Thursday, May 3rd, 2012
Melbourne has a clear lead over the Gold Coast and Sydney as the most preferred domestic holiday destination, according to the latest Roy Morgan Holiday Tracking Survey results.
For the twelve months to March 2012, 21% of Australians 14+ years say they would like to holiday in Melbourne within the next two years, up from 19% in March 2007. Gold Coast has fallen in preference, with 17% in twelve months to March 2012 saying they would like to take a holiday there, down from 20% in March 2007. Preference for Sydney is at 13%, up from 10% in March 2007.

Top 3 Domestic Holiday Destinations Would Like to Visit in Next Two Years

Source: Roy Morgan Single Source (April 2006 – March 2012, average annual sample n=20,120).

Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:
“The Roy Morgan Holiday Tracking Survey shows an increasing preference by Australians for a holiday in an Australian capital city destination such as Melbourne and Sydney.  Conversely, traditional beach destinations such as the Gold Coast are declining in appeal.

“Despite the Gold Coast losing appeal as a holiday destination there are still 3.3 million Australians who have a preference to holiday there. It is important to understand their demographic, attitudinal and behavioural profile so as to tailor an appropriate communication message that spurs them on to booking a holiday."

An 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


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