Holiday Intention Remains Strong for May 2012 Quarter
In May, 68% of Australians (12.8 million) intended to take a holiday in the next twelve months, up from 67% for the May 2011 quarter according to the latest results of the Roy Morgan Research Holiday Tracking Survey.
In the May 2012 quarter 55% of Australians intend to take a domestic holiday on their next holiday – steady when compared to the same period last year but down from 57% in May 2007. The percentage of Australians intending to go overseas for their next holiday is steady at 9% when compared to same period last year, although this has been slightly increasing over the past five years.
Intention to take a holiday in the next 12 months:
Source: Roy Morgan Single Source (March 2007 – May 2012, average sample per quarter n=4,928). 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, “Holiday intention for May 2012 quarter is up slightly compared to the same time last year but well below the historic high of 72% in January 2012. It will be interesting to see whether the interest rate cut in June will boost 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.”
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