Friday, August 17th, 2012
Compared to the same time last year holiday intention remains unchanged with 67% of Australians intending to take a holiday in the next twelve months (12.6 million), according to the June 2012 quarterly results of the Roy Morgan Research Holiday Tracking Survey.
Domestic holiday intention also remains unchanged, with 54% of Australians in the June 2012 quarter intending to take a domestic holiday on their next holiday. Melbourne (7%) and Sydney (5%) have shown an increase in intention compared to the same time last year.

The percentage of Australians intending to go overseas for their next holiday is at 9% in the June 2012 quarter, down marginally from 10% in the same period last year, but still higher than five years ago.

Intention to take a holiday in the next 12 months

Source: Roy Morgan Single Source (June 2007 – June 2012, average sample per quarter n=4,919). 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:
“Despite recent interest rate cuts, holiday intention has not increased compared to the same time last year; and at 67% has declined from its historic high of 72% in January.  Many Australians are worried about their financial security and cautious about spending.

“Melbourne and Sydney are the stand out performers in terms of holiday intention, with an increasing number of Australians seeking a short break experience in a cosmopolitan setting.

“New Zealand, UK and United States are the most popular overseas destinations, with their holiday intention holding steady.

“The challenge for the tourism industry is to understand and engage with those Australians who can afford to travel  and are optimistic about the future.  They are not the young under-30s, or the struggling families, or older pensioners; they are the more affluent ‘Socially Aware’ and ‘Visible Achievement’ [1] who are also likely to be ‘Trusted Advisors’ - those whose opinions are sought by others about travel destinations and experiences.”

[1] Roy Morgan Values Segments were devised by Michele Levine in conjunction with Colin Benjamin.

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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


tourism, travel, holiday, leisure



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