The percentage of Australians intending to go overseas for their next holiday is at 10% for the October 2012 quarter, up from 8% at the same time last year, according to the Roy Morgan Research Holiday Tracking Survey.
In contrast, domestic holiday intention has declined for the October 2012 quarter, with 55% of Australians intending to stay in Australia for their next holiday, down from 57% this time last year.
Overall holiday intention has remained steady for the October 2012 quarter, with 69% of Australians intending to take a holiday in the next 12 months (13.1 million).
Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:
“With the Australian dollar at a high level, an increasing percentage of Australians are taking advantage and planning an overseas holiday. This trend is strongest amongst Australians under 35 years of age, with 12% intending to go overseas for their next holiday, up from 9% one year ago. Their favourite overseas destinations are Bali, United States, England and France. On the other hand, Australians in the AB quintile* are still looking to holiday at home, with 67% intending to travel in Australia for their next holiday compared to 55% of the general population.
“Melbourne is one of the few domestic destinations to enjoy a strong growth in holiday intention amongst younger people, with 10% of those under 35 intending to go there on their next holiday, up from 8% a year ago. Young people go to Melbourne to shop, dine at restaurants, go to night clubs, and generally socialise. They also attend sporting events, and visit museums, historical sites, and art galleries.
“It is critical for domestic marketers to understand the demographics, attitudes and behavioural profile of their target market, so as to tailor appropriate messages that persuade them to choose their destination when planning a holiday.”
*The AB quintile is the top 20% of Australians 14+ in terms of occupation, income and education.
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