Destinations

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

Source: Roy Morgan Single Source, October 2017 – September 2018 (n = 15,009). Base: Australians 14+.
Source: Roy Morgan Single Source, October 2017 – September 2018 (n = 15,009). Base: Australians 14+.

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

Source: Roy Morgan Single Source, October 2017 – September 2018 (n = 15,009). Base: Australians 14+. *Great Ocean Road includes Torquay, Lorne, Port Fairy, North Coast NSW includes Forster, Port Macquarie, Coffs Harbour, Taree, Port Stephens, Hunter Valley, Newcastle includes Lake Macquarie, Gloucester, South Coast NSW includes Gerringong, Merimbula, Nowra.
Source: Roy Morgan Single Source, October 2017 – September 2018 (n = 15,009). Base: Australians 14+. *Great Ocean Road includes Torquay, Lorne, Port Fairy, North Coast NSW includes Forster, Port Macquarie, Coffs Harbour, Taree, Port Stephens, Hunter Valley, Newcastle includes Lake Macquarie, Gloucester, South Coast NSW includes Gerringong, Merimbula, Nowra.

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.

SEE WHAT PEOPLE ARE SAYING

Road & Rail

Tourism

Kiwi rail journey provider closes outdoor carriages due to dangerous selfies

Passengers’ risky behaviour in search of the ultimate selfie has forced the closure of some iconic train viewing platforms.

Share

CommentComments

Destinations

Travel Agents

Afterpay expands into travel with lay-by holiday offering

by Christian Fleetwood

Travel Weekly’s editor is planning to lay-by a holiday as soon as he finishes paying off a Hot Wheels Corkscrew Crash Track Set from Kmart.

Share

CommentComments

Road & Rail

At least 29 people killed in Madeira tourist bus crash

by Ali Coulton

The driver reportedly lost control of the bus before it plunged off the road and rolled down a hill.

Share

CommentComments

Aviation

India’s Jet Airways collapses due to funding shortage

by Huntley Mitchell

It’s turning out to be a day of collapses this fine Thursday, with the office chair of Travel Weekly’s editor having just given way to his posterior.

Share

CommentComments

Aviation

Etihad to operate entirely plastic-free flight for Earth Day

This Earth Day, Travel Weekly is committing to slapping single-use coffee cups out of the hands of at least three commuters on our way to work. They’ll thank us when they recover from the burns.

Share

CommentComments

Technology

Expedia to no longer be a controlled company following new acquisition

Online travel behemoth Expedia has broken the shackles and surfaced from its parent’s basement looking rather healthy, rather than malnourished and disheveled.

Share

CommentComments

Tourism

One in five Aussies admit to missing their pets more than their kids when they go away

Pet owners across Australia are no doubt preparing to say tearful goodbyes to their furry life partners before going away this Easter, while simultaneously flipping off their kids.

Share

CommentComments

Travel Agents

Agent wrap: Qantas Holidays rewards premium agents, Bench Africa famil + more!

Does seeing all the famil pictures in our agent wraps make you green with envy? Take comfort in the fact that you don’t have to come into work for the next four days. We know we are.

Share

CommentComments

Hotels

Hotel wrap: Preferred hotels & resorts new members, Australia gets a second voco + more!

We took a 10-minute break from scoffing Easter eggs to bring you up to date with all the latest hotel openings and deals. You’re welcome.

Share

CommentComments

Events

Tourism

Travel Agents

Wholesalers

Why you need to attend the Amazing Tastes of Thailand roadshow

The Amazing Tastes of Thailand roadshow is just around the corner! Here’s why YOU need to be there.

Share

CommentComments

Cruise

Carnival cruise ship rescues dozens of people adrift at sea

A Carnival cruise ship has gone all Baywatch and saved the day by helping rescue a vessel carrying more than 20 passengers adrift in the Gulf of Mexico.

Share

CommentComments

Aviation

WTF? Air stewards are selling unwashed uniforms on eBay

Inspired by this story, Travel Weekly’s editor is attempting to sell a pair of his unwashed Calvin Klein briefs on Gumtree, all for a low, low price of $1.25 plus shipping.

Share

CommentComments