Holiday Intention at a Record High 72%
More than 70% of Australians intend to take a holiday in the next 12 months, an estimated 13.4 million Australians 14 years and older – in the three months to February 2012, up from 70% for the three months to February 2011, according to the Roy Morgan Research Holiday Tracking Survey.
There are also good signs for domestic tourism. In the three months to February 2012, 58% of Australians intend to take a domestic holiday on their next holiday, up from 56% in February 2011, although back to the same level recorded in February 2009.
In the three months to February 2012, the percentage of Australians intending to go overseas for their next holiday is steady at 10% when compared to same period last year, although this has been gradually increasing over the past five years.
Intention to take a holiday in the next 12 months
Source: Roy Morgan Single Source (December 2006 – February 2012, average sample per quarter n=4,955). 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:
“Our Roy Morgan Holiday Tracking Survey shows that holiday intention has increased strongly to 72% in February 2012 after the November and December interest rate decreases. The percentage of Australians who say they are worried about interest rates has decreased to 34% down from 41% a year ago.
“And there are good signs for domestic tourism. Domestic tourism destinations look set to benefit from this increase in holiday intention. Melbourne, Sydney, the Gold Coast, and the Northern NSW coast remain the most popular domestic destinations, with intention to holiday at these destinations staying strong. With so many overseas and domestic destinations competing for the Australian tourism dollar, destination marketers are looking closely at their Australian target markets: – who they are; what type of holiday they want; and most importantly, how to reach them.
“Regardless of whether they plan to holiday in Australia or overseas, almost two-thirds of intending travelers say the internet is the most useful media for selecting travel or accommodation.”
The complete detailed Roy Morgan Holiday Travel Intention Leading Indicators Report provides information on overall intention to take a holiday or leisure trip (next 12 months) as well as whether the next holiday/leisure trip in the next 12 months will be overseas or domestic.
About 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.
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