Ever since the GFC, Australians’ total annual holiday spend has remained relatively static. Though the cost per person per trip has risen steadily, Aussies aren’t travelling as much – indeed, a growing number aren’t travelling at all.
Ever since the Global Financial Crisis, Australians’ total annual holiday spend has remained relatively static at $65 billion, the latest Roy Morgan Single Source Survey shows. Although the cost per person per trip has risen steadily, Aussies aren’t travelling as much as they were even three years ago – indeed, a growing number aren’t travelling at all.
In the twelve months to April 2001, Australians spent $31 billion on holidays. Compared to that, $65 billion for the year to April 2013 is a large increase. But, since peaking at $66 billion in September 2009, the annual total spend has rarely crept above $65 billion.
Holiday spend by New Zealanders ($10.0 billion) has remained similarly flat since the GFC.
Source:Roy Morgan Single Source (Australia), May 2000 - April 2013, average annual sample n = 22,412
Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:
“Despite a growing population and increasing CPI, the total holiday spend by Australians has not increased since the Global Financial Crisis. Australians have been cutting down their household spending by taking fewer holidays per year: whereas Australians took 59 million holidays in the twelve months to September 2009, this figure dropped to 54 million holidays in the year to April 2013. And since June 2012, an increasing number of Australians are taking no annual holiday at all.
“Our data shows that Australians have been heading overseas more for their holidays since the GFC, but in their bid to save money they’re compensating by cutting back on the number of domestic holidays they take.
“It is important for the tourism industry to understand the demographics, attitudes and behavioural profile of their target market, so as to tailor appropriate messages that motivate them to choose their product or service.”
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.
P: 03 9224 5332