Original article by Roy Morgan Research
Market Research Update – Page: Online : 20-Apr-17

The Roy Morgan Holiday Tracking Survey has found that a third of the 2.5 million Australians aged 14+ who went overseas on their last trip visited multiple destinations. The survey, which was carried out in the year to December 2016, shows that 85 per cent of these experience economy travellers were intent on experiencing the local culture. They were also prepared to spend more ($215 per person per night) and stay away longer (32 nights on average) to ensure that their desire for a rich experience is met. Experience economy travellers were also almost six times more likely than average to travel on a cruise ship for at least some of their holiday and more than three times as likely to stay in luxury five-star accommodation. Meanwhile, in the traditional economy, of the 13.5 million Australians who took at least one holiday in 2016 the vast majority (84.5%) of them visited just one destination on their trip, were away for only six nights, and spent an average of $160 per person per night.

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