Melbourne outshines Sydney as Aussie holiday destination of choice
New research from Roy Morgan shows 59 per cent of Australians intend to visit a domestic holiday destination and stay at least one night on their next trip.
But where are all these Aussies heading on?
Melbourne has once again emerged as leading holiday destination for Australians with over 1.5 million Australians intending to stay for at least one night in the Victorian capital on their next trip.
In a clear second place is Australia’s largest city of Sydney with over 880,000 Australians intend to stay in Sydney for at least one night on their next trip.
Queensland capital Brisbane rounds out the top three with over 570,000 Australians intending to visit.
Other popular holiday destinations for Australians include the Great Ocean Road including Torquay, Lorne, Port Fairy etc. (522,000), the North Coast NSW including Forster, Port Macquarie, Coffs Harbour, Port Stephens etc. (521,000) and the Hunter Valley, Newcastle, Lake Macquarie, Gloucester region just north of Sydney (437,000).
Australia’s smaller Capital Cities including Canberra (388,000), Perth (348,000), Adelaide (339,000) and Hobart (313,000) rank between 8th to 14th overall as destinations Australians intend to stay for at least one night on their next trip.
Top 15 domestic destinations ‘000s of Australians intend to stay at least one night on next trip
Are Australian holiday intentions driven by psychographic factors?
According to Roy Morgan, Helix Personas is a unique and powerful consumer segmentation and data integration tool that combines sophisticated psychographic and behavioural data to classify the Australian population into 54 Personas and six Communities.
Helix Personas uses a combination of Roy Morgan Single Source data and third party data sources.
This information is used to understand future buying intentions and media consumption patterns. These are easily integrated with third-party datasets.
Analysing the holiday intentions of Australians by their Helix Persona Communities, and the underlying Helix Personas, reveals different travel destinations around Australia are more attractive to certain types of Australians than others.
Aspirationals eye trips to Melbourne while Hearth & Home look to Sydney & Brisbane
A closer look at Australia’s ten leading holiday destinations shows 300 Aspirationals more likely to choose Melbourne than other Helix Personas Communities whereas Australians in the 400 Hearth & Home Community are more likely than other communities to choose Sydney, Brisbane and Perth.
The Great Ocean Road and Surfers Paradise are more likely to attract 200 Metrotechs than other Helix Personas Communities while 100 Leading Lifestyles are the Helix Personas Community most likely to plan a trip to the North Coast NSW, Canberra and South Coast NSW.
Australia’s leading holiday destinations ranked by % of Australians intend to stay at least one night on their next trip and their leading Helix Persona & Community
But the obvious question is – what type of Australians do these Helix Personas Communities and, drilling down further, these Helix Personas represent?
300 Aspirationals: Ambitious, up-and-coming, culturally diverse young families, young singles and couples committed to creating a successful future.
- 307 Experience Seekers include a high proportion of young people – teenagers still living at home with their parents and young adults taking their first steps to independence by living out of home. They are culturally diverse, just under half were born in Australia. Most of those born overseas hail from India and other parts of Asia (excluding China).
400 Hearth and Home: Highly educated, socially aware, hard-working, ambitious and culturally diverse young singles typically renting apartments in the inner city and inner suburbs.
- 404 Traditional Values are conservative minded older Australians – many are aged 65+ and already retired. You’ll find most living in regional NSW and Queensland, living in separate houses;
- 407 House Proud are focused on home and are perennial home improvers. You’ll find a mix of ages and household types among them, living in metro and country areas of NSW and Queensland.
200 Metrotechs: Highly educated, socially aware, hard-working, ambitious and culturally diverse young singles typically renting apartments in the inner city and inner suburbs.
- 205 Libertarians are socially aware, progressive and open minded. They are amongst the most culturally diverse of the Metrotechs – close to half were born in Asia, with many hailing from China. They are highly educated and many are young singles, with many living in shared households. You’ll find most of these inner city apartment dwellers renting in Melbourne, along with smaller clusters in Sydney, Brisbane and Perth;
- 206 Fit and Fab are Fad loving and tech-oriented. Fit and Fab are amongst the youngest of the Metrotechs. One in 3 are aged 14-24, and close to half are currently students and either living in shared households in inner city Sydney and Melbourne or with their parents.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
domestic travel melbourne roy morgan sydenyLatest News
Holland America Line gives agents the chance to visit Alaska on 11-day Famil
If you've ever wanted to see a Polar Bear (and who doesn't?), now is your time.
More than 65 luxury agents gather in Sydney for Best of the Best dinner
This looks like a fabulous do. We imagine there may be a few (or maybe 65) sore heads this morning!
Globally-renowned chefs gather for Vivid Food 2024
As a human, we agree that food is a fundamental part of the human experience. Some might say the most fundamental.
Air New Zealand returns to Hobart and Seoul
If you notice an uptick in Kiwis making their way through the Mona, you know why.
European Waterways targets multi-generational families with ‘floating villa’ deal
The jury is still out on whether spending a week on a 'floating villa' with family is a hell or a paradise.
Luxury Escapes launches ‘sail away’ sale
Rest assured, you'll be getting your 'sails' and 'sales' mixed up for the rest of the day.
Rex-owned National Jet Express adds weekly charter between Brisbane and Orange
This is for mining and civil contractors, so please, put your holiday attire away.
Let the games begin. Viking introduces eye-watering benefits for the industry’s top 10 advisors
Did someone say 'trip to Venice'? Hold my coat, this one is far too good to miss!
Best friends or frenemies? What is the REAL relationship between sales and marketing?
We can all stop fighting over the corner office because our mothers were right - we are all important in our own way.
The Walshe Group Announces Two Key Appointments
What we really want to know is whether they got joint or separate welcome parties.
FAMIL: Agents explore the delights of Mauritius on 7-day tour
Go green with envy as you read this fabulous itinerary! Time to book that second honeymoon.
Hamad International recognised as world’s best airport at 2024 Skytrax World Airport Awards
Hamad airport is so good it is almost considered a destination in itself. Ballina, up your game.
Saudi Arabia highlights tourism investment opportunities at global investment event
Now is the time to start looking at Saudi Arabia if you are not already. There's big things to come.
“Rampant” – Aussies warned as dengue fever cases spike in Bali
Worried about Bali belly? Now you have something else to worry about.
TTC Tour Brand reveals slew of deals across operators including Trafalgar and Contiki
Everybody loves a bargain and you could do lot a lot worse than check out these deals from TTC!
Fiji Airways partners with Porter Airlines in US growth bid
Any initiative that gets more people visiting the delights of Fiji is a good initiative.
Flight Centre launches CruiseHQ – a marketplace exclusively for agents
The cruise industry has surpassed pre-Covid levels so this isn't one to miss!
Feeling festive? Wendy Wu tours unwraps Christmas collection
Get the Christmas hols booked now and avoid spending it with that elderly relative with dubious political views.
OPINION: In a world of screens, we crave experience
If you get feelings of deep shame and regret when you see your screen time, don't worry - you're not alone.
Sun Princess: High-end dining and world class entertainment awaits
If you are a foodie and you are not currently on the Sun Princess, we really have to ask - what are you doing?
YouGov: 2 in 5 Aussies would pay more for a sustainable hotel
If you want to be REALLY sustainable you can go camping. You just might lose the will to live.
“Can planes swim?” – Planes become boats as Dubai Airport is savaged by severe storm
Unfortunately, "can planes swim?" is a real life question and not an opener to a really bad joke...
Explora journeys reveals bespoke outdoor furniture designed by Matteo Nunziati
This is making your plastic table and chairs look really bad now, isn't it?
Bangkok Airways targets growth with renewed Sabre deal
Two stories abut Sabre's growth in one week and its only Wednesday! Watchout world.
PR agency Example wins pitch for InterContinental Sydney
We also went in for the contract but they said that a 'Be Our Guest'- themed TikTok was unoriginal! The cheek.
Norwegian Cruise Line reveals culinary experience aboard Norwegian Aqua
Once again, this TW journalist REALLY regrets writing this before getting lunch.
Signature Queensland hosts luxury tourism event
Known for its tropical beaches and unique wildlife, Queensland also offers luxury.
Capella Sydney recognised in prestigious Travel + Leisure’s 2024 ‘it list’ of best new hotels
You know that 'it girl' at school who everyone wanted to hang out with? Capella is the hotel version of that.
Rex launches 72-hour fare sale with NO school holiday blackout so you can take your kids (if you want to)
Sadly, leaving your children at home whilst you go on holiday is generally frowned upon.
Adventure World offers chance to connect with “heart and soul” of the US
I mean who hasn't dreamed of a road trip around the US?! Go with Adventure World and you're less likely to get lost.
Fiji’s family-owned luxury resort Likuliku Lagoon launches its own app
We were relieved to find out that having a "concierge in your pocket" referred to an app on your phone.
Hawaii: The US’ laid-back front door for Australians
If you needed another sign that you should definitely head to Hawaii - this is it!
Sabre targets Asia Pacific growth with latest hire
Call the Avengers! Sabre continues its bid for world domination with latest hire.
Air New Zealand signs its largest EVER deal for sustainable aviation fuel
Air New Zealand makes huge step towards sustainable travel. We bet it recycles its rubbish properly too.
IHG Hotels & Resorts continues regional growth with Sunshine Coast Holiday Inn
This Holiday Inn looks considerably flashier than some of the ones we have stayed at in our time.
Budget carrier Scoot welcomes first of 9 E190-E2 aircrafts
Here at TW we would like to offer Embraer E190-E2 a warm welcome! It's not easy being the first of the fleet.