Queensland is the favoured pick for longer holidays during the pandemic with international borders closed

Original article by Roy Morgan
Market Research Update – Page: Online : 17-May-21

New data from Roy Morgan’s Holiday Travel Intention Leading Indicator Report shows that 5.68 million Australians (26.9% of those aged 14+) in the March quarter intend to take a holiday during the next 12 months. Of these travellers there were 5.24 million set on taking a domestic holiday and a further 340,000 planning an overseas holiday – although according to the Federal Budget the international borders are set to remain closed for holidaymakers until early next year. There were a small number of prospective travellers who couldn’t decide whether their holidays would be domestic or international. For those planning a holiday of at least three nights Queensland is now the top destination for 24.9% of travellers, just ahead of New South Wales (22.7%); Victoria (11.6%) and Western Australia (11.1%) are significantly further behind. Other holiday makers have opted for another domestic destination, an international destination (which will have to be reconsidered with borders set to remain closed), or do not yet have any particular destination in mind at all. In 2019 prior to the pandemic New South Wales had been the top domestic destination for holidays of at least three nights, chosen by 17.2% of travellers – just ahead of Queensland (16.4%) and Victoria (15.3%). These are the latest findings from the Roy Morgan Single Source survey, derived from comprehensive in-depth interviews with 1,000 Australians each week or over 50,000 each year.

CORPORATES
ROY MORGAN LIMITED

ACT and Victoria lead the way for residents planning a holiday

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

Roy Morgan’s Holiday Travel Intention Report shows that 74.4% of ACT residents (257,000) intend taking a holiday in the next 12, months followed by Victoria with 70.7% (3,869,000). These are the only two holding up the national average; well behind are residents of South Australia/Northern Territory on 64.4% (1,028,000), New South Wales on 64.2% (4,287,000), Queensland on 64.2% (2,670,000), Western Australia on 61.9% (1,322,000) and Tasmania on 60.5% (270,000). These travel intention findings have been drawn from the Roy Morgan Single Source survey, which is compiled by in-depth face-to-face interviews with over 50,000 Australians each year in their homes.

CORPORATES
ROY MORGAN LIMITED

Domestic holiday intention at a two-decade low

Original article by Roy Morgan
Market Research Update – Page: Online : 20-Nov-19

New research from Roy Morgan shows that two-in-three Australians plan to take a holiday in the next 12 months. As of September 2019, 66.2% (13,729,000) of Australians aged 14+ were intending to take a holiday in the following 12 months, compared with 67.8% (13,820,000) a year ago – a drop of 1.6% (91,000). In terms of holiday destinations, 50.6% (10,490,000) of Australians were planning on taking a domestic holiday, a decline of 2.1% (248,000) from a year ago. But the proportion of Australians intending on taking an overseas holiday remained steady at 11.2% (2,332,000). These findings have been obtained from the Roy Morgan Single Source survey, derived from in-depth face-to-face interviews with 1,000 Australians each week and around 50,000 each year.

CORPORATES
ROY MORGAN LIMITED

Victoria top pick for short holidays, NSW for longer ones

Original article by Royce Millar
Market Research Update – Page: Online : 23-Oct-19

New data from Roy Morgan’s Holiday Travel Intention Leading Indicator Report shows that more than half of the Australian population (10.48 million, or 50.7% of those 14+) intends to take a domestic holiday in the next 12 months. Victoria is the top destination for those planning a short holiday (31%), ahead of NSW (27.7%) and Queensland (17.5%) with others planning either another domestic destination, an international destination, or not yet having any particular destination in mind at all. But for those intending on a longer holiday, only 53.6% will holiday in Australia. NSW is the most popular domestic destination (17.2%), ahead of Queensland (16.4%) and Victoria (15.3%). These are the latest findings from the Roy Morgan Single Source survey, derived from in-depth face-to-face interviews with 1,000 Australians each week or over 50,000 each year.

CORPORATES
ROY MORGAN LIMITED

Australians holiday overseas for a shorter time

Original article by Roy Morgan
Market Research Update – Page: Online : 26-Jun-19

Roy Morgan’s State of the Nation – Tourism presentation shows that when Australians went overseas for a holiday in 2002 the average time they spent was 31.9 days, but this had fallen to 21.6 days by March 2019. The average length of domestic holidays taken has remained relatively stable during this time, consistently around 6 days on average. This data is based on in-depth interviews conducted face-to-face with over 50,000 consumers per annum in their homes. Roy Morgan CEO Michele Levine says that when Australians go overseas the locations that top the list are New Zealand, England, the US, Bali and France. Looking at intention to travel overseas the places that Australians would like to go are New Zealand, the US, England, Japan and Canada.

CORPORATES
ROY MORGAN LIMITED

Melbourne a dominant holiday destination for Australians

Original article by Roy Morgan
Market Research Update – Page: Online : 15-May-19

The latest research from Roy Morgan shows that over 11.9 million Australians aged 14+ (58.3%) are planning on spending at least one night on their next trip in a domestic destination in Australia. Melbourne has consistently been the most popular domestic holiday location over the last decade, and over 1.5 million Australians currently intend to stay at least one night in Melbourne during their next trip. Sydney is a clear second place with nearly 900,000 Australians intending to stay in the NSW capital for at least one night on their next trip. Following in popularity is the NSW North Coast, with over 550,000 Australians intending to stay for at least one night on their next trip in this region. Analysis of Australia’s leading holiday destinations using Roy Morgan’s Helix Personas consumer segmentation and data integration tool shows that Melbourne and Sydney are the most popular holiday destinations regardless of which Helix Community is considered. However, beyond the two leaders the choices and preferences of the different Helix Communities diverge considerably.

CORPORATES
ROY MORGAN LIMITED

Holiday intention levels showing some weakening

Original article by Roy Morgan
Market Research Update – Page: Online : 26-Mar-19

Research from Roy Morgan carried out in the three months to December 2018 shows that 13.94 million Australians aged 14+ (67.6%) intend to take a holiday in the next 12 months, a drop of 250,000 (or 1.8%) from the same time in 2017. The ‘Roy Morgan Leading Indicator Holiday Travel Intention, December 2018’ report also shows that 52.0% of Australians intend that their next holiday will be domestic (down from 54.3%), while 10.8% intend to take an overseas holiday (down from 11.1%). It is worth noting that 1.01 million holiday intenders have yet to decide their likely holiday destination for the next 12 months. This report is based on data collected from Roy Morgan’s Single Source survey, which involves in-depth interviews conducted face-to-face with over 50,000 Australians consumers per annum in their homes.

CORPORATES
ROY MORGAN LIMITED

Melbourne leading holiday destination ahead of Sydney

Original article by Roy Morgan
Market Research Update – Page: Online : 3-Dec-18

A Roy Morgan Single Source survey has found that over 12 million Australians aged 14+ (59%) intend to visit a domestic holiday destination and stay at least one night on their next trip. Melbourne is again the leading holiday destination, with over 1.5 million Australians intending to stay for at least one night in the Victorian capital on their next trip. It is followed by Sydney (880,000) and Brisbane (over 570,000). Other popular domestic holiday destinations include the Great Ocean Road (522,000), the North Coast of New South Wales (521,000) and the Hunter Valley, Newcastle, Lake Macquarie and Gloucester region (437,000). Analysis using Roy Morgan’s Helix Personas consumer segmentation and data integration tool shows that Aspirationals are more likely to choose Melbourne as a domestic holiday destination than other Helix Personas Communities whereas Australians in the Hearth & Home Community are more likely than other communities to choose Sydney, Brisbane and Perth.

CORPORATES
ROY MORGAN LIMITED

Millennials plan to travel more than other Australians

Original article by Roy Morgan
Market Research Update – Page: Online : 28-May-18

The Roy Morgan Holiday Tracking Survey for the year to March 2018 shows that 68.3% of Australians aged 14+ are intending to take a holiday in the next 12 months, down 0.7 ppts from the same period in 2017. Although the majority of Australians intend to have at least one holiday in the coming year, there are some clear generational differences. Some 65% of Millennials are intending to take a short holiday in the next 12 months. This is well above the average Australian at 56.4%. Gen X was the only other generation to be more likely to intend to take a short trip in the next 12 months (61.1%). Meanwhile, Gen X and Baby Boomers lead for intention to take a long trip in the next 12 months (of three nights or more). While Millennials are just over the average for intention, they are not travelling as much as Gen X and Baby Boomers, who make up a large portion of long trip intenders.

CORPORATES
ROY MORGAN LIMITED

While Melbourne is still preferred to Sydney, the gap amongst young people is falling as young Australians increasingly choose Sydney & Canberra for a holiday

Original article by Roy Morgan
Market Research Update – Page: Online : 19-Apr-18

Melbourne is still Australia’s preferred holiday destination for young Australians with 320,000 14-24 year olds nominating Melbourne as their preferred capital city holiday destination over the next two years, it is up only 11,000 (+3.6%), on a decade ago. In comparison young Australians are increasingly choosing Sydney – now preferred by 180,000 Australians under 25, up 48,000 (+36.4%) in a decade, and Canberra – by 79,000 Australians aged under 25 and nearly double the 41,000 that chose Canberra as a holiday destination in 2007. The results from Roy Morgan’s latest Roy Morgan Holiday Tracking Survey show that Melbourne risks losing its position as Australia’s preferred holiday destination in the future as other cities increasingly find ways to appeal to young up and coming Australians. Roy Morgan holiday preference figures for 14-24 year olds 2007 v 2017: Melbourne 2007 (309,000) cf. 2017 (320,000). + 11,000 (+3.6%). Sydney 2007 (132,000) cf. 2017 (180,000). +48,000 (+36.4%). Canberra 2007 (41,000) cf. 2017 (79,000). +38,000 (+92.7%). See here for full release.

CORPORATES
ROY MORGAN LIMITED