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.

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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.

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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.

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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.

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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.

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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.

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Victoria top state for holidays over New South Wales

Original article by Roy Morgan
Market Research Update – Page: Online : 16-Apr-18

The latest Roy Morgan Holiday Tracking Survey has found that 11.6 million Australians aged 14+ reported in 2017 that they would like to spend a holiday within Australia in the next two years. Some 3,779,000 Australians intended to take a holiday to Victoria in the next two years (up 55,000), beating New South Wales at 3,624,000 (down 274,000 from 2015). Tasmania was the only state other than Victoria that experienced tourism growth on 2015 figures, up from 515,000 in 2015 to 542,000 in 2017. Meanwhile, Melbourne has retained top spot as the capital city Australians would most like to visit, a position the southern capital has now held for well over a decade. In 2017, some 1,558,000 Australians indicated that they would like to visit Melbourne, up slightly from 1,526,000 in 2015. Sydney is comfortably in second position with 877,000 would-be visitors in 2017, down from 913,000 in 2015, while Brisbane and Adelaide have increased in tourism intention over the last two years.

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Holiday intention increasing with domestic leading

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.

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Melbourne desired for holidays but Hobart growing fastest

Original article by Roy Morgan
Market Research Update – Page: Online : 11-Dec-17

A Roy Morgan Single Source survey, which was carried out in the year to September 2017, has found that more than 14.8 million Australians aged 14+ would like to spend a holiday within Australia in the next two years. This figure is virtually unchanged from a year ago, when 14.9 million Australians indicated a desire to take an Australian holiday, but down slightly from a peak of over 15.2 million in September 2015. The Roy Morgan Holiday Tracking Survey shows that over the last two years Melbourne has retained top spot as the capital city Australians would most like to visit. In 2017, over 4.25 million Australians indicated that they would like to visit Melbourne, down slightly from 4.5 million in 2015. Sydney is again comfortably in second position with just under 2.4 million would-be visitors in 2017, down slightly from 2.5 million in 2015. Meanwhile, Hobart has experienced the fastest growth of any capital city and is now in third place for domestic holiday-goers with 1.75 million prospective visitors, up 8.7% from 1.6 million in 2015.

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Overall holiday intention down (but not everyone’s staying put)

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).

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