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In the September 2011 quarter around 12.6 million (68%) Australians 14 years or older intend to take at least one holiday in the next 12 months, down from 70% in September 2010 according to the Roy Morgan Research Holiday Tracking Survey.

The percentage of Australians who intend their next holiday to be domestic has fallen to 56% for the three months to September 2011, down from 58% for the three months to September 2010.

Intention to go overseas on the next holiday is at 8% for the September 2011 quarter, unchanged from the September 2010 quarter.

Intention to take a holiday in the next 12 months

Source: Roy Morgan Single Source (July 2006 — September 2011, average sample per quarter n=5,052).

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:

“Our Roy Morgan Holiday Tracking Survey shows that holiday intention has fallen over the past year and that domestic destinations are the most affected.  Those Australians who are still choosing to take a holiday are spending less on average than one year ago. This reluctance to take a holiday is not surprising given the ongoing instability of the European economy and widespread concern about the possibility of another global financial crisis.

“For both overseas and domestic intenders, the Internet is the most useful media for selecting travel or accommodation.”

Holiday Intender’s Media Most Useful in Selecting Travel or Accommodation

Roy Morgan Single Source (Australia): January 2011 — June 2011.

Sample: Intend to take a holiday in the next 12 months. In the 6 Months to June 2011, n=5,556.

For more information, or to purchase the complete Holiday Travel Intention Leading Indicators Report, click here. 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 Store to access an extensive range of Holiday Travel Destinations Profiles including Bali, Hawaii, Fiji as well as domestic destinations such as Sydney, Gold Coast, Hobart or detailed profiles of Holiday Travel Visitation and Leisure Travellers.

Click here to browse thousands of accurate, insightful quantitative Roy Morgan research reports and profiles ready to download now.

Please click on this link to the Roy Morgan Online Store.

For comments or further detail, please contact:

Jane Ianniello — International Director of Tourism, Travel & Leisure

Office: 07 3318 7001    Facsimile: 07 3318 7097    Mobile: 0423 024 412

Email: Jane.Ianniello@roymorgan.com

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 almost 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%
2,500	±1.9	±1.7	±1.2	±0.9
5,000	±1.4	±1.2	±0.8	±0.6
10,000	±1.0	±0.9	±0.6	±0.4

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