The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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We’re all going on a summer holiday

We’re all going on a summer holiday | The Insight Files | Scoop.it

Roy Morgan Research's latest findings reveal that summer is the peak season for Australians taking a domestic trip. Indeed, 29% of Australians - or just over 2.6 million people - whose last holiday was domestic, travelled during the summer months, making it slightly more popular than autumn (26%/2.4 million people), winter (23%/2.1 million people) and spring (23%/2.2 million people). While there is not a huge difference between the popularity of each season for holiday-makers, travellers are more likely to visit certain destinations during certain seasons, with summer being no exception. At a state level, Tasmania is most likely to attract holidaymakers during the summer months than any other season, with 35% of its total domestic visitors between October 2014 and September 2015 visiting during summer. In contrast only 18% visited during the summer. Find out more.

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City-dwellers travelling to interstate capitals over destinations just out of town

City-dwellers travelling to interstate capitals over destinations just out of town | The Insight Files | Scoop.it

You might think that urbanites would want to escape the big smoke on holidays, but for many capital city residents, getting out of town often just means going to a different town, the latest Australian travel data from Roy Morgan Research shows. Most of the top holiday destinations for urbanites are regions nearby. However, even city-dwellers sometimes want to enjoy another (bigger, different) city on holidays. Sydney and Melbourne are each among the top five domestic travel destinations for all capital city residents around the country and in some cases are actually more popular than areas only a short drive away. Over the past year, more Sydneysiders took a trip to Melbourne than visited the Hunter Valley, South Coast or Central Coast. Only the North Coast hosted more holidaying Sydneysiders, taking the number one slot. Conversely, Melburnians were more likely to head to Sydney than Gisspland and Wilsons Prom or Phillip Island, as well as other Victorian destinations just outside the top five including the Goldfields, High Country and Upper Murray regions. Find out more.

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Quick getaways the holiday of choice for Australians

Quick getaways the holiday of choice for Australians | The Insight Files | Scoop.it

Quick getaways are fast becoming the holiday of choice for many Australians on long weekends, with last year, almost 50% of Australian travellers 14 and over taking at least one short domestic trip of one or two nights. Most of these getaway-ers stayed in their own state, with rural destinations proving to be most popular among both the city and country folk. Roy Morgan Research is behind these recent findings, with showed Melbournians in particular as the most likely to take a short break to regional destinations (37%), followed by those from Brisbane (36%). At the other end of the spectrum, Skyscanner has reported a 97% increase in Australians looking to travel over the Easter break compared to last year, with the top cities including London, Bali and Los Angeles. Sydney still featured in the top five for Easter getaways, coming in at number four ahead of Paris.

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Australia’s top family holiday picks

Australia’s top family holiday picks | The Insight Files | Scoop.it

Travelling as a family requires logistical skill, patience, a sense of fun – and a holiday spot with inter-generational appeal. Roy Morgan reveals which domestic destinations Australian families are most likely to name as somewhere they’d like to take a holiday. Jostling for the title of the state that Australian families would most like to visit are Queensland, with 46% saying they'd like to holiday there in the next two years (46%), Victoria (45%) and NSW (43%). However, of the capital cities, Melbourne is the clear favourite, named by 25% of families, well ahead of Sydney at 14%. Where Melbourne offers culture, museums, sport and shopping for all ages, Surfers Paradise has beaches, theme parks, arcades and sunshine, and is another popular potential holiday destination among Australian families, 15% of whom say they would like to visit. Other coastal holiday destinations that rate highly among Australian families are Victoria's Great Ocean Road and New South Wales's lush North Coast. Thredbo/Perisher is the ski-spot with the most appeal for families as a potential holiday destination.

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Once is not enough: Aussies returning to travel destinations

Once is not enough: Aussies returning to travel destinations | The Insight Files | Scoop.it

According to Roy Morgan Research, one in five Australian holiday-makers chose their last travel destination based on having visited before. In the 12 months to September 2015, nearly 13 million Australians (over 14 years) took at least one holiday. For their last trip, 2.8 million (or 21.2% of travellers) opted to go somewhere they had already been in the past. In Australia, the holiday destination with the highest proportion of visitors who said they chose it because they had been there before was the North West Coast in Tasmania. Of all people who visited this region on their last holiday, 42% had chosen it based on their previous experience. Find out more.

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Australians are big fans of the snowy season

Australians are big fans of the snowy season | The Insight Files | Scoop.it

According to Roy Morgan Research, 900,000 Australians now regularly or occasionally participate in snow skiing or snowboarding, and almost half a million watch the sport on television. Almost half of skiers/snowboarders say they want to visit the New South Wales or Victorian snowfields/high country within the next two years. New Zealand is also a major snow destination among Australia snow sports participants, especially Queenstown. Around 31% have their sights set on Mainland Europe, with Australian skiers/snowboarders also favouring the continental USA (20%), New Zealand (19%), Japan (16%) and Canada (13%) at rates way above the norm.

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Aussies bring game to their domestic travels

Aussies bring game to their domestic travels | The Insight Files | Scoop.it

New statistics from Roy Morgan Research reveal that nearly one in 20 Australian domestic travellers cheered and chanted at a sports event on their most recent holiday. Domestic holidaymakers in Melbourne were almost three times as likely to attend a sport event. Over the past two years, 12.8% of domestic travellers to Melbourne attended at least one spectator sporting event, from a football, rugby or cricket match (7.5%) to other ball-associated events such as tennis or golf (2.7%), horseracing (1.9%) or motor racing (1.1%). Adelaide took out second spot, with around one in 12 of its domestic visitors heading to sports events, ahead of Darwin, Sydney and Perth. Additionally, visitors who see matches and races are more likely to get involved in a whole range of activities during their trips, with sports tourists fast becoming the desired targets. Compared with the average traveller, sports tourists are:


  • Over three times more likely to visit a casino
  • Around twice as likely to go to the theatre/cinema
  • 76% more likely to go to nightclubs or bars
  • 66% more likely to go to a concert
  • 42% more likely to go shopping
  • 24% more likely to go to museums
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