Thursday, July 19th, 2012
The number of Australians who would like to holiday in New Zealand fell steeply after the Christchurch earthquakes in February and June 2011; as a result the United States is now Australians most preferred overseas holiday destination. These are the latest findings from the Roy Morgan Single Source survey of over 50,000 interviews annually.
The number of Australians 14+ years who say they would like to holiday in United States has grown strongly, with 2.5 million in June 2012 saying they would like to take a holiday there in the next two years, up from 1.8 million in June 2008.

Preference to holiday in New Zealand in the next two years is at 2.4 million in June 2012, up from 2.2 million in June 2008, but down from its peak in February 2011 of 2.8 million.

England has suffered a slight decline in holiday preference since the London Riots in early August 2011, but at 2.2 million for June 2012 is still higher than June 2008 (2.1 million).

Top 5 International Holiday Destinations Would Like to Visit in Next Two Years

Source: Roy Morgan Single Source (July2007 – June 2012, average annual sample n=19,361).

Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:
“The widespread media coverage of the Christchurch Earthquakes in late February and June 2011 has caused the ‘Shaky Isles’ of New Zealand to lose appeal as a holiday destination; both South and North Islands have suffered a decline in the number of Australians who would like to holiday there.

“By contrast United States has grown strongly in terms of the number of Australians who would like to holiday there; this is partly a result of the stronger Australian dollar and cheaper flights, but also a continuation of a long-term trend since early 2007 when Australians’ concerns about terrorism subsided.

“It is important for destination marketers to understand the demographic, attitudinal and behavioural profile of the people who would like to holiday at their destination - and to tailor their communication messages and channels so that they convert these people into actual visitors."

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

An extensive range of detailed Roy Morgan profiles of holidaymakers by Holiday Activity – e.g. Beach Holiday, Backpacker Holiday, Casino Holiday, Disco/Nightlife, Hunter/Fisher Holiday, and many more.

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
P: 03 9224 5332


travel, tourism, leisure, holiday



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