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Post-GFC caution still cramping many Aussies’ holiday style

Source: Roy Morgan Single Source (Australia), December 2000 - November 2013, average annual sample n = 22,114.
Ever since the Global Financial Crisis, Australians’ total annual holiday spend has remained relatively static at $66 billion, the latest Roy Morgan Single Source Survey shows. What’s more, they’re not travelling as much as they were just three years ago – indeed, a growing number aren’t travelling at all.

Australians’ holiday spend doubled between November 2001 and September 2009, when it hit $66 billion. More than four years later, however, this figure is still $66 billion. 

Holiday spend by New Zealanders has also remained flat (at $10.1 billion) since the GFC.

Total annual holiday spend by Australians


Source: Roy Morgan Single Source (Australia), December 2000 - November 2013, average annual sample n = 22,114.

Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:

“Despite a growing population and increasing CPI, total holiday spend by Australians has not increased since the Global Financial Crisis. Australians continue to reduce their household spending by taking fewer holidays per year: in the 12 months to November 2013, Australians took 54 million holidays, substantially fewer than the 59 million they took in the 12 months to September 2009. And since June 2012 an increasing number of Australians are taking no annual holiday at all. 

“Our data shows that Australians have been taking more overseas holidays since the GFC but they’re compensating by cutting back on the number of domestic holidays they take.

However, not all Aussies are staying home and contenting themselves with ‘staycations’: certain segments of the population are still spending big on holidays and Roy Morgan Research’s ground-breaking new profiling tool, Helix Personas, can assist marketers in their search for these big spending travellers.

“Take Social Flyers, for example. Typically single, sociable and style-conscious, these young inner-city dwellers are more likely to take at least one annual holiday than the average Australian (77% vs 65%), spending an average of nearly $9,000 a year on holidays well over double the average Australian’s annual holiday spend ($3,500).

 "In keeping with their hectic, high-flying lifestyles, Social Flyers aspire to holiday in big-ticket destinations such as United States, Europe, Japan and Thailand.”

For comments or more information please contact:

Jane Ianniello, International Director of Tourism, Travel & Leisure
Office: +61 (7) 3318 7000
Mobile:  +61 423 024 412

Image credit: aigarius/Flickr

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Learn more about Helix Personas, Roy Morgan's new classification system for Australia's multi-dimensional communities.

Visit the Roy Morgan Online Store to access an extensive range of Travel and Tourism Reports, including our Holiday Trends Report, our  Holiday Destination Visitor Profiles and our Holiday Destination Preference Profiles. The profiles provide an overview of the target group including information on their demographics, attitudes, activities and media usage.

Click here to view our range of profiles of holidaymakers by Holiday Activities – e.g. Beach Holiday, Backpacker Holiday, Casino Holiday, Disco/Nightlife, and many more.

About Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate


25% or 75%

10% or 90%

5% or 95%