Tuesday, May 21st, 2013

More Australians are paying for their accommodation on a domestic holiday—forgoing the spare rooms and sofas of relatives and friends, the latest Roy Morgan Single Source Survey shows.

In the year to March 2013 35% of Australians stayed with their friends and relatives on their last domestic holiday, down 6% points since March 2001.

Meanwhile the proportion paying for hotels and motels rose 5% over the period to 30% and rented accommodation rose 2% points to 17%. However the popularity of caravans and cabins declined from 12% of domestic travellers to 9%.

Across the Tasman, 45% of New Zealanders stay with friends and relatives on a domestic holiday, down only 2% points from 2001.

Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:

“Australians have increasingly opted not to stay for free with family and friends on domestic holidays and are instead more likely to open their wallets for hotel, motel or rented accommodation.

“Rented accommodation is popular among family groups and groups of friends, whereas couples prefer hotels, motels, or resorts. The vast majority of solo travellers stay with friends and relatives, presumably because they are in many cases a primary reason for the visit.

“It is important for hotel and motel chains as well as tourist parks to understand the demographics, attitudes and behavioural profile of their target market, so as to tailor appropriate messages that motivate them to choose their brand.”


Source: Roy Morgan Single Source (Australia), April 2000 – March 2013, average annual sample n = 13,427.

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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
W: www.roymorgan.com


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