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Strong Aussie Dollar drives skiers and snowboarders overseas

Source: Roy Morgan Single Source April 2000 – March 2018, n= 2,300. Reserve Bank of Australia Exchange Rate AUD monthly exchange rate history (April 2000 – March 2018). http://www.rba.gov.au/statistics/tables/#exchange-rates
The travel habits of Australians going skiing or snowboarding on holiday over the last twenty years has been heavily influenced by the value of the Australian Dollar. However, this co-relation has broken down in the last three years as the Australian Dollar has stabilised at a value between 70-80 US cents.

Between March 2001 when the Australian Dollar was valued at just 49 US cents through to July 2011 when it reached a high of around $1.10 USD the soaring Australian Dollar predicted the increasing propensity of Australians to travel overseas for skiing and snowboarding holidays.

In March 2001 just 25% of Australians who went snow skiing or snowboarding on their last holiday chose an overseas holiday destination while this hit 50% in January 2012.

The stability of the Australian Dollar above parity persisted for approximately two years before dipping below parity in May 2013 and falling to a recent low of 70 US cents in September 2015.

The loss of a third of the value of the Australian Dollar soon had an impact on the likelihood Australians would travel overseas for skiing or snowboarding holidays which dipped substantially in 2014-15 to a low of just 33% in early 2015.

However, the relative stability of the Australian Dollar in the last three years hasn’t stopped substantial changes in the habits of Australians going on skiing or snowboarding holidays. Since bottoming at 30% in late 2016 there has been a steady increase in Australians heading overseas for skiing and snowboarding holidays which is now at 46% - approaching the highs reached between 2011-14.

Overall, only 1% of Australians went snow skiing or snowboarding on their last holiday. The most popular overseas destinations for skiers and snowboarders are New Zealand, Japan, United States, Canada and European countries such as Germany, France and the Scandinavian countries.


Where Australians go for snow

Where Australians go for snow - March 2018

Source: Roy Morgan Single Source April 2000 – March 2018, n= 2,300. Reserve Bank of Australia Exchange Rate AUD monthly exchange rate history (April 2000 – March 2018). http://www.rba.gov.au/statistics/tables/#exchange-rates


Michele Levine, CEO
Roy Morgan, says the strong co-relation between Australians heading overseas for a skiing or snowboarding holiday and the value of the Australian Dollar has broken in the last few years after Australians developed a taste for overseas ‘snow holidays’:

“Australians choosing to travel overseas for skiing and snowboarding holidays was on a consistent climb for the decade to 2011 closely tracking the increasing value of the Australian Dollar. The value of the Australian Dollar peaked above parity with its US counterpart between 2011-2014.

“However, after both declined following the end of the mining boom in 2014-15, the correlation between the two has broken down in the last three years with an increasing number of Australians now heading overseas again for their skiing and snowboarding holidays – now at 46%.

“It appears the taste Australians got for overseas holidays when the value of the Australian Dollar soared above parity has opened the eyes of many Australians to the abundance of skiing and snowboarding opportunities in overseas destinations such as Japan, North America, popular European countries such as Germany and France and even our near neighbour New Zealand.

“It is worth remembering that only 1% of Australians went skiing or snowboarding on their last holiday but it is precisely because of this small market that Australian ski resorts such as Mt. Buller, Thredbo, Perisher/Smiggins, Falls Creek, Mt. Hotham and others must have a deep and granular understanding of the Australians they need to persuade to their resort.

“It is vital for Australian ski resorts to understand the demographic, attitudinal and behavioural profile of people who go snow skiing or snowboarding on holidays and the strength of the Roy Morgan Single Source data is its qualitative and quantitative depth derived from interviews with over 50,000 Australians per year face-to-face.

“If you’re wondering what type of Australians are considering a skiing or snowboarding holiday in the next 12 months you need to tap into Roy Morgan’s wealth of data before they jet off overseas.”

For comments or more information please contact:
Roy Morgan - Enquiries
Office: (+61) (03) 9224 5309
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