Back To Listing

Travel advertising takes off online

Source: Roy Morgan Single Source (Australia), August 2010-July 2011 n=15,380 and August 2012 – July 2013 n=15,981.
Practically since the worldwide web began, the travel and tourism industry has recognised the value of an online presence, with tickets and accommodation long being among the internet’s most purchased products. While television remains the primary medium through which Australians are exposed to travel advertising, the internet is catching up there too, according to the latest findings from the Roy Morgan Holiday Tracking Survey.

For the 12 months to July 2013, 46% of Australians who read, saw or heard advertising about domestic holidays or travel saw it on the internet, up from 42% in July 2011.

At 73%, television remains the medium on which most people recalled seeing advertising for domestic travel, but this is a decline from 79% two years earlier. Newspapers (30%), magazines (23%), and radio (13%) have also dropped since July 2011.

Medium read, seen, or heard about holidays or travel for Australian states or Australia


Source: Roy Morgan Single Source (Australia), August 2010-July 2011 n=15,380 and August 2012 – July 2013 n=15,981.

Jane Ianiello, Title of Industry Director, Roy Morgan Research, says:

The internet is increasingly being used by destination marketing organisations as a communication channel. Their websites, as well as their Facebook, Twitter and YouTube accounts are becoming increasingly popular ways to reach and persuade potential holiday visitors that might not otherwise see them.

 “Tourism WA’s recent ‘1001 Extraordinary Experiences’ Facebook campaign is an example of how this can be done creatively and memorably. Calling for users to submit their own photos of cherished WA ‘experiences’, it engaged its market in a way traditional media could not.

“Internet communication and advertising is especially effective for destinations targeting younger Australians, as our research shows that people under 35 years of age are more likely than those aged 35+ to read, see or hear about domestic holidays or travel online.

For destinations targeting the 50+ market, communication via television, newspapers, and magazines still gets a better reach than the internet.

Click here for more information or to view our range of Domestic Destination Awareness Profiles and Holiday Destination Preference Profiles – including profiles of Australians who would like to take a holiday at different Australian regional destinations, Australian cities, and overseas destinations.

Visit the Roy Morgan Online Store to access an extensive range of Travel and Tourism Reports, including our Holiday Destination Visitor Profiles. These 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, Hunter/Fisher Holiday, and many more.

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

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%