Monday, November 4th, 2013

80% of Australians have recently read, seen, or heard something on domestic holidays or travel in the year to September 2013, down from 87% three years ago, the latest Roy Morgan Holiday Tracking Survey shows. 

Awareness of international holiday advertising has also declined. In 2010, 77% of Australians remembered reading, seeing or hearing something about an overseas destination within an average four weeks; today, it’s 72%.

Read, seen, or heard something about domestic or overseas holidays or travel

Source: Roy Morgan Single Source (Australia), October 2007 – September 2013. 12 monthly rolling average sample n=19,637.


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

“Australians are paying less attention to tourism and travel advertising, including TV programs and articles. This is not surprising given that newspaper and magazine readership has been falling, and 47% now agree that they don’t read the ads in newspapers and mags (up from 42% in September 2010). There has also been an increase in the percentage who say they nearly all TV advertising is annoying (65% up from 60%).

“Clearly tourism marketers need to find new ways of communicating with their target markets. Roy Morgan’s new profiling tool Helix Personas defines the media habits and media preferences of key tourism and travel prospects. For instance, Blue Chip and Successful Bureaucrats are the most likely segments to take a holiday, but are among the most likely to disregard ads in printed media and to be annoyed by TV advertising.

“Instead, Helix identifies that these high-value travellers are more open than average to online advertising. They want to actively search for and select their advertising by clicking on online ads and sponsored links, reading email newsletters and browsing travel websites.”

Contact Profile

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 marketing




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