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Reasons to be cheerful: holiday intention at five-year high

Source: Roy Morgan Single Source (Australia), January 2009 – March 2014, average sample per quarter n=4,789 N.B. A small percentage of holiday intenders cannot nominate where they will be going on their next holiday. As a result, the percentages shown as intending to go overseas or domestic on their next holiday do not add to the ‘total intenders’
They say people planning a holiday are happier than those who don’t have any travel plans, so there must be some pretty cheerful people in Australia right about now. According to the latest findings from Roy Morgan Research, the percentage of Aussies intending to take a holiday in the next 12 months is at a five-year high, with large increases in both domestic and overseas intention compared to the same time last year.

The March 2014 quarter results from our Holiday Tracking Survey reveal that 72% of Australians (or 13.9 million people) intend to take a holiday in the next 12 months, up dramatically from 2013 (67%), and higher than any other March quarter over the last five years.

At 58%, the proportion of people who say their next holiday will be domestic is significantly higher than it was in March 2013 (53%), and has even risen since the beginning of this year, when it was 56%.

Overseas intention is also the highest it has been for five years, with 11% of Australians planning to head to foreign shores for their next holiday.

Intend to take a holiday in the next 12 months

holiday-intentions-mar2014
Source: Roy Morgan Single Source (Australia), January 2009 – March 2014, average sample per quarter n=4,789. N.B. A small percentage of holiday intenders cannot nominate where they will be going on their next holiday. As a result, the percentages shown as intending to go overseas or domestic on their next holiday do not add to the ‘total intenders’.

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

“After declining dramatically early last year, holiday intention has recovered and is now at a five-year high, for both domestic and overseas holidays. This is particularly good news for the Australian tourism industry, which saw domestic intention hit a five-year low this time last year.   

“Intriguingly, there have been no significant year-on-year increases in Australians’ overall sense of financial security or optimism about the future, or even in Consumer Confidence levels. Furthermore, there isn’t a specific age bracket or demographic group driving the rise in holiday intention — it appears to be a fairly general trend.

“However, Roy Morgan’s ground-breaking new profiling tool, Helix Personas, can assist local destination marketers and tourism operators to exploit the opportunities arising from this increase in domestic holiday intention.

 “For instance, 73% of the Financial Freedom persona have taken a domestic holiday in the last 12 months, compared with 60% of the total population 14+. Financial Freedom individuals tend to be wealthy mid-life couples who are either already empty nesters, or soon to be. Taking full advantage of their newfound freedom from parental responsibility, Financial Freedom are packing their bags and hitting the road! Domestic destinations that appeal to them include Melbourne, the Blue Mountains, Great Ocean Road, Sunshine Coast, Sydney, Margaret River, Hunter Valley and other wine regions.”

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
Jane.Ianniello@roymorgan.com

Related research reports

Click here to learn more about Helix Personas, Roy Morgan's new classification system for Australia's multi-dimensional communities.

Click here for more information or to purchase the complete Holiday Travel Intention Leading Indicators Report. This report provides information on overall intention to take a holiday or leisure trip (next 12 months) as well as whether the next holiday/leisure trip in the next 12 months will be overseas or domestic.  Visit the Roy Morgan Online Storeto access an extensive range of Travel and Tourism Reports or detailed profiles of  Holiday Destination PreferenceHoliday Destination Visitation, Leisure Travellers, and Socio-economic quintiles.

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

40%-60%

25% or 75%

10% or 90%

5% or 95%

5,000

±1.4

±1.2

±0.8

±0.6

7,500

±1.1

±1.0

±0.7

±0.5