It appears people are holidaying more each year, with a recent survey revealing Aussie intentions to take a vacation has increased to 71 percent for April 2012 quarter.
The survey conducted by Roy Morgan Research has found that the 71 percent increase or 13.2 million is up from the 68 percent increase for the same period last year.
Roy Morgan international director of tourism, travel and leisure Jane Ianniello said since the major banks increased their interest rates, holiday intention has dropped slightly to 71 percent from its historic high of 72 percent at the beginning of this year.
However holiday intention is till higher than the April quarter 2011 and it will be interesting to see whether the interest rate cuts in May and June will boost holiday intention further, Ms Ianniello said.
Additionally, the survey found that in the April 2012 quarter 56 percent of Aussies plan to take a domestic vacation on their next holiday, up 55 percent from April 2011.
Despite the percentage of Australians intending to travel internationally indicating a steady increase at nine percent compared to last year, figures show this percentage has been slightly increasing over the last five years.
Melbourne, Sydney, the Gold Coast, and the Northern NSW coast remain the most popular domestic destinations, with intention to holiday at these destinations staying strong, Ms Ianniello said.
With so many overseas and domestic destinations competing for the Australian tourism dollar, destination marketers are looking closely at their Australian target markets.
Source = e-Travel Blackboard: S.P