Original article by Roy Morgan Research
Market Research Update – Page: Online : 31-Jan-17
The latest findings from the Roy Morgan Holiday Tracking Survey show that the proportion of Australians planning to take a holiday slipped from 73% to its lowest point in almost three years (69%) in the 12 months to September 2016. The recent downturn appears to have been driven primarily by declining domestic holiday intention. In the September 2015 quarter, 73% of the population had a holiday in the pipeline, with 58% reporting that they were planning a holiday in Australia in the coming 12 months. As of the September 2016 quarter, total holiday intention had dropped to 69%, and domestic intention was at 55%. In contrast, overseas holiday intention is the same as it was a year ago (11%). Analysis using Roy Morgan’s consumer-profiling tool Helix Personas shows that educated, high-earning "Humanitarians" and the slightly younger, socially aware (but no less well paid) "New School Cool" Personas have the strongest overall holiday intention (at 87% apiece).
ROY MORGAN RESEARCH LIMITED