Original article by Roy Morgan
Market Research Update – Page: Online : 12-Feb-18
A Roy Morgan Single Source shows that the proportion of Australians aged 14+ who intend to take a holiday in the next 12 months rose to 70% in the December 2017 quarter. This compares with 68 per cent in the three months to December 2016. The survey also shows that the proportion of Australians who intend to take a domestic holiday in the next 12 months has risen from 52% to 54%, while overseas holiday intention is the same as it was a year ago (11%). Meanwhile, analysis using Roy Morgan’s Helix Personas consumer-profiling tool shows that the highly ambitious and well earning, socially aware Young and Platinum Persona is most likely to be planning a holiday in the next 12 months, while people from the Persona known as Strugglestreet are the least likely group to have any kind of holiday plans in the pipeline.
ROY MORGAN LIMITED