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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ROY MORGAN LIMITED

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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ROY MORGAN LIMITED

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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ROY MORGAN RESEARCH LIMITED

Gourmet Tasmania or beachy Queensland? Our most popular holiday activities by state

Original article by Roy Morgan Research
Market Research Update – Page: Online : 10-Nov-16

A Roy Morgan Single Source survey, which was carried out in the year to September 2016, has found that 10.7 million Australians aged 14+ reported that their last holiday was domestic. Almost half overall (49.4%) visited friends and/or relatives during their trip, although this rose to 52.6% of people whose last holiday was in New South Wales, and fell to 42.9% of those who visited Tasmania. Wining and dining was the second-most popular domestic-holiday activity (23.4%), although this rose to 39.1% for holiday-goers who visited Tasmania and fell to 20.2 per cent of those who visited NSW. Meanwhile, some 23.2% of domestic holiday-goers went shopping, and Victoria is above average for this particular activity, with 27.1%. Tasmania is the top spot for culture: 31.6% of people who took their last holiday there went to a museum (compared with 11.2% of all domestic holiday-goers), and 22.7% went to an art gallery (compared with 7.8% overall).

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ROY MORGAN RESEARCH LIMITED, MUSEUM OF OLD AND NEW ART

Australia’s favourite overseas holiday destinations (and how they’ve changed)

Original article by Roy Morgan Research
Market Research Update – Page: Online : 13-Oct-16

A Roy Morgan Single Source survey, which was carried out in the year to June 2016, has found that 10.6 per cent of Australians aged 14+ plan to go overseas on their next holiday. This compares with just 6.0 per cent in the year to June 2006. The survey also shows that 18.0 per cent of Australians with an overseas holiday on the horizon reported that they plan to go to New Zealand, down from 19.5 per cent 10 years ago. The number of people who plan to visit the US on their next holiday has risen from 14.6 per cent to 17.8 per cent, while 13.6 per cent intend to visit England (down from 20.2 per cent in 2006).

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ROY MORGAN RESEARCH LIMITED

Australia: a budget-friendly, beach-holiday bonanza!

Original article by Roy Morgan Research
Market Research Update – Page: Online : 12-Oct-16

The latest figures from the Roy Morgan Holiday Tracking Survey show that the average cost per night of a domestic holiday is $A151 per person. However, many of Australia’s famed coastal destinations come in well below that. Topping the list for affordability is World Heritage-listed Fraser Island in Queensland, which costs on average $A94 per person per night. In contrast, Port Douglas (averaging $245 per person per night) and the Whitsunday Islands ($A220) in Queensland are among the nation’s costliest coastal destinations. In New South Wales, the North Coast heads that state’s list for affordable coastal holiday spots, at an average of $A120 per person per night, while Lord Howe Island is more suited to higher-end travellers, at an average cost of $A341 per person per night.

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ROY MORGAN RESEARCH LIMITED

Long holidays not an option for most Australians

Original article by Roy Morgan Research
Market Research Update – Page: Online : 9-Sep-16

A Roy Morgan Single Source survey has found that of the 13.8 million Australians aged 14+ who took at least one holiday in the past year, more than 45 per cent were away for just three or less nights on their last trip. In contrast, just 4.1 per cent took off for a month or more. Holidays of between four and seven nights accounted for 15 per cent of travellers, while 12.9 per cent were away for between eight and 14 nights. From there, numbers drop dramatically, with just 4.7 per cent taking a holiday of 15-21 nights and 3.3 per cent enjoying a longer trip of 22-30 nights. Overall, the average length of a holiday taken by Australians in the 12 months to June 2016 was 8.5 nights.

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ROY MORGAN RESEARCH LIMITED

The ups and downs of holiday intention

Original article by Roy Morgan Research
Market Research Update – Page: Online : 5-Aug-16

A Roy Morgan Single Source survey has found that 70 per cent of Australians aged 14+ (or 14.1 million people) are intending to take some kind of holiday in the next 12 months, down from 72 per cent in the March 2016 quarter. The proportion of the population planning a domestic holiday has fallen from 57 per cent to 56 per cent in the same period, while overseas intention fell from 11 per cent to 10 per cent between the March and June quarters. Roy Morgan Research’s Norman Morris notes that while the current decline in overseas holiday intention is evident among most age groups, it has actually risen slightly since the March quarter among 25-34 year-olds (from 11 per cent to 14 per cent) and the 65+ age bracket (9 per cent to 10 per cent).

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ROY MORGAN RESEARCH LIMITED

Do holidays really make us happier?

Original article by Roy Morgan Research
Market Research Update – Page: Online : 2-Aug-16

A Roy Morgan Single Source survey has found that 79.4 per cent of Australians aged 14+ who are planning an overseas holiday and 77.5 per cent of those planning a domestic holiday in the next 12 months agree with the attitude statement, "I’m optimistic about the future". This compares with 67 per cent of people who do not have a holiday planned. The survey, which was carried out in the year to March 2016, also shows that 85.6 per cent of those planning an overseas holiday and 82.2 per cent of those planning a domestic holiday agree that "I’m feeling well and in good health", compared with 76.0 per cent of people with no holiday planned.

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ROY MORGAN RESEARCH LIMITED

Babymooners or just expecting parents on holiday?

Original article by Roy Morgan Research
Market Research Update – Page: Online : 19-Jul-16

A Roy Morgan Single Source survey, which was carried out in the year to March 2016, has found that 54.7 per cent of Australians aged 14+ intend to take their next holiday within the next five months, with an average planned trip length of six nights. In contrast, 42 per cent of expecting parents are planning their next trip within this time, with an average planned holiday length of three nights. However, just over a quarter of expecting parents plan to take a holiday in the next 6-12 months (compared with a national average of 17.4 per cent), while 12.1 per cent intend to do so in the next one-to-two years (compared with the national average of 5.1 per cent).

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ROY MORGAN RESEARCH LIMITED