Thursday, March 5th, 2015

Travelling as a family requires logistical skill, patience, a sense of fun – and a holiday spot with inter-generational appeal. Roy Morgan Research reveals the domestic destinations that Australian families* are most likely to name as somewhere they’d like to take a holiday...

Jostling for the title of the state that Aussie families would most like to visit are Queensland, with 46% saying they’d like to holiday there in the next two years, Victoria (45%) and NSW (43%). However, of the capital cities, Melbourne is the clear favourite, named by 25% of families, well ahead of Sydney at 14%.

Where Melbourne offers culture, museums, sport and shopping for all ages, Surfers Paradise has beaches, theme parks, amusement arcades and endless sunshine, and is another popular potential holiday destination among Australian families, 15% of whom say they’d like to visit.

Top 10 domestic destinations Aussie families would like to holiday in the next two years


Source: Roy Morgan Single Source (Australia), January 2014 – December 2014 (n=15,944). NB: In this press release, Families are defined as those from Young Parent or Mid-Life Famliy Households

Other coastal holiday destinations that rate highly among Aussie families are Victoria’s iconic Great Ocean Road and New South Wales’s lush North Coast.

Thredbo/Perisher is the ski-spot with the most appeal for families as a potential holiday destination, being 54% more popular with this demographic than the average Australian.

Angela Smith, Group Account Director, Roy Morgan Research, says:

“Our latest findings reveal that the domestic destinations with particular appeal for families are those with plenty of scope for outdoor activity, whether it’s on the beach or a coastal drive, in a big city or at the snow.


“With its glorious beaches, theme parks and famously fabulous climate, the Sunshine State ticks all the boxes for family fun, while Melbourne and Sydney provide exciting city-based experiences. Ski spots are also popular for family holidays, offering high-altitude diversion for all ages.


“Among overseas destinations that Australian families are more likely than the average Aussie to name as potential holiday spots are tropical paradises such as Fiji, Bali and Hawaii.


“Knowing what Australian families look for in a holiday spot and how their needs and expectations differ from those of other travellers allows destination marketers, tourism operators and travel agents keen to reach this lucrative market to tailor their communication strategies accordingly."

View this release in full on our website.

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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.
Samantha Wilson
P: (03) 9224 5268


travel, tourism, holidays, family holidays, melbourne, surfers paradise, travel with kids




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