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According to the latest Roy Morgan Single Source data an increasing percentage of Australians would like to take an overseas holiday in the next two years.  In the year ended September 2009 44.9% of Australians would like to take a holiday overseas, up from 43.4% in the year ended March 2001. By contrast the percentage who would like to take a holiday in Australia has declined from 82.5% to 78.1%.

Given the increasing preference for an overseas holiday it is not surprising that the percentage of Australians who have taken an overseas holiday in the last 12 months has increased from 13.1% in the year ended March 2001 to 19.3% in the year ended September 2009.  By contrast the percentage of Australians who have taken a holiday in Australia has remained relatively steady (66.3% cf 65.7%).

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

“The trend towards overseas travel is partly caused by cheaper international airfares, a strong Australian dollar, increased air access to a wider choice of overseas destinations, and the increasing wealth of the average Australian.

“In addition, more Australians are born overseas, especially Asia and New Zealand, which has led to Australia becoming a more multicultural and progressive society that increasingly aspires to holidays in exotic overseas destinations.

“The Internet has made information about overseas holiday destinations more accessible as well as making it easier for Australians to bypass travel agents and directly book their own overseas holidays, especially short-haul ones to New Zealand and Asia.

“Roy Morgan Research has just released our latest “Travel Agent Brand Health and Holiday Booking Trends” report which examines how travel agents are performing over time relative to their competitors in terms of awareness, advertising awareness, usage, consideration and loyalty. It reports on these measures for both traditional bricks-and-mortar travel agents such as Flight Centre and Harvey World Travel as well as online-only travel agents such as wotif.com and Webjet. The report also shows how the internet has changed the way Australians are booking their holiday and leisure travel, and provides details on which travel websites Australians have visited in the last 4 weeks.”

To view more information on the Travel Agent Brand Health and Holiday Booking Trends Report and our many other Travel & Tourism reports or for detailed profiles of Australians who have taken an overseas or domestic holiday visit the Roy Morgan Online Store http://www.roymorganonlinestore.com/Browse/Australia/Tourism/Market-Indicator-Reports.aspx

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