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‘I’ve been everywhere’: Australia’s globe-trotting trusted travel advisers

Source: Roy Morgan Single Source (Australia), April 2014 – March 2015 (n=15.913). Base: Australians 14+. Thumbnail image: copyright Moyan Brenn, Flickr Creative Commons

Having boasted about going everywhere from Tullamore to Seymour, Tuggerawong to Wollongong in his smash hit “I’ve Been Everywhere” — not to mention countless UK, US and New Zealand destinations in international versions of the song — Aussie singer Lucky Starr must get asked for holiday advice all the time. As the latest findings from Roy Morgan Research reveal, the more destinations a person has visited, the more likely they are to be a trusted travel adviser.

In the 12 months to March 2015, one-third of the Australian population aged 14+ were asked by friends and/or family for their advice on planning a holiday. As we reported last year, recent travellers are the most sought-after advisors, particularly those who took their last holiday overseas.

But there’s more to it than that. Our latest findings show that the more destinations a person has been to, the more likely they are to be asked for holiday planning advice by friends and family. This is evident from as few as three destinations, and becomes increasingly striking as the destination count rises. Among Australians who have visited more than 10 destinations in the last 12 months, some 65% are ‘trusted advisers’, having had their advice sought.

Trusted holiday advisers by number of destinations visited vs average Australian


Source: Roy Morgan Single Source (Australia), April 2014 – March 2015 (n=15.913). Base: Australians 14+

Angela Smith, Group Account Director, Roy Morgan Research, says:

“Guidebooks, travel TV shows, magazines and the internet are all excellent sources of information when planning a holiday, but they are often driven by a commercial imperative. On the other hand, a friend or family tells it like it is, without any professional loyalties or recompense. True, travel websites based around user-generated reviews are almost the same thing, but advice from someone you know and trust has that extra degree of trustworthiness.

“Of course, when that friend has travelled to many destinations, their ‘holiday authority’ increases exponentially. It’s a bit like books: someone who only reads crime novels is well qualified to recommend books of that genre, but a more widely read friend can give advice on a more varied range of books, and suggest titles they know would appeal specifically to the person they are advising.

“What’s more, our data also shows that trusted holiday advisers tend to rate highly on the Roy Morgan Research ‘Out and About’ scale, meaning that their heavier-than-average leisure, retail and transport activities expose them to a diverse range of outdoor advertising. This is definitely something for tourism authorities and travel operators to bear in mind. By reaching these influential people, they stand a good chance of word-of-mouth doing the rest…”

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About Roy Morgan

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

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%