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
Australia fails to make top 10 destination list for American travellers
Australia's top cities have failed to make the grade with American travellers this northern summer, with no local city in the top.
APT Launches 2025 Asia Adventures
APT has launched its Asia Adventures for 2025, including new luxury holidays in India, Sri Lanka and Japan. Five new tours lead guests to the highlights of India, including a seven-night cruise along the rarely travelled Lower Ganges aboard the Ganges Voyager. Further south, Sri Lanka’s greatest destinations are revealed on a new 15-day Land […]
ANZAC Battlefield travel on the 2025 bucketlist
As Anzac Day dawns, agents prepare for a surge in bookings for the 110th anniversary of the Anzac Cove landings.
Former Channel 9 Getaway host and founder of TRIBE Jules Lund to speak at Travel DAZE
From blond-tipped travel reporter to Travel DAZE speaker, Jules Lund cuts through the BS.
HX’s Roald Amundsen finds aliens in the Antarctic
Forget whales, HX's MS Roald Amundsen captures aliens in the Antarctic - and they're not pretty.
Mayhem in France as 70% of flights face cancellation
I mean it wouldn't be France if there wasn't at least one strike.
Etihad Airways launches double-decker service with world’s only in-air three-room suite
We imagine falling asleep in the three-room suite is superior to falling asleep on your neighbour's shoulder.
Norwegian Cruise Line launches 2024 Europe travel season
Europe certainly has a lot of ports. Its time for Australia to up its game.
“The power of travel for positive change” – Intrepid’s Jenny Gray hails controversial all-women Saudi Arabia trip
There is an awful lot to love about this tour from Intrepid. Where do we sign up?
Princess names the Sun, unveils Sanctuary Collection + Star Princess to Alaska in ’26
A huge bottle of Veuve was smashed into the side of the ship to make things official. So no, we couldn't snag a glass.
Collette special offers across peak northern summer season
If you are craving a trip to Europe then grab this deal with both of your grubby hands.
Air India and All Nippon codeshare between the two countries
Here at TW we agreed that the photo would have worked better if they had swapped planes.
A&K offers minimum 18 weeks paid parental leave
Contrary to what the photo suggests this benefit is only applicable for humans. Back to work Mrs Jumbo.
NH Hotel Group rebrands as Minor Hotels Europe & Americas
Hang around the bends of the hotels. We imagine they will be full of a lot of branded content.
Scenic Eclipse II – the business of creating unforgettable life-changing memories
These cruise brothers from another mother offer a view of cruising on Scenic Eclipse II that is poles apart.
MSC builds new hospital ship with Mercy Ships
If you want to read a story that puts a smile on your face then this is the one for you.
“I peed on myself watching this” – Social media users squirm at Royal Caribbean’s Harmony of The Seas 55ft dive video
TW is not responsible for any involuntary actions your body might have after watching this video.
FLIGHT REVIEW: Qantas Boeing 787 Dreamliner business class
The real bonus is you're unlikely to be around screaming children. Hoorah!
Traveltek offers travel agents new rapid deploy cruise website
As always, if you have any issue with the platform, just turn it off and on again.
Experience whale watching & classical music at the Australian Festival of Chamber Music in Townsville
Disappointedly, the whales do not start singing in tune with the orchestra. Opportunity missed.
Fond, very Fond. London hotel famed for James Bond link adds ‘Classic Comforts’ lunch menu
James Bond author Ian Fleming was so fond if this hotel, it inspired the legendary phrase ‘shaken, not stirred’.
What sets Eclipse Travel apart with Africa expert Hilary Dubyk: Travel Weekly TV
If you want to know more about Africa, then Hilary Dubyk is your person.
Surge in Australians visiting Japan
Feel like all of your friends have just returned from Europe? Now it's Japan.
Seabourn announces Western Kimberley Traditional Owners as Godparents of Seabourn Pursuit
Seabourn has named Western Kimberley Traditional Owners, the Wunambal Gaambera, as Godparents of the ultra-luxury purpose-built Seabourn Pursuit. It is the first cruise line to appoint Traditional Owners as godparents of a ship. Seabourn Pursuit embarks on its inaugural season in the Kimberley region this June. The naming ceremony will take place on Seabourn Pursuit’s […]
Sydney named 17th best place to work remotely
If you struggle to get a seat within Sydney's coffee shops, you now know why.
W Melbourne grows sales team
We appreciate the thought that has gone into this team photo.
Cunard welcomes new ship Queen Anne
This might be the most impressive ship handover in ship handover history.
Intrepid Travel appoints Yvette Thompson as general manager sales & marketing ANZ
It isn't end-of-day Monday and Yvette Thompson has already nabbed herself an impressive promotion.
Anna Fawcett re-joins Global Touring in newly-created APAC role
With such an impressive CV, Global Touring is no doubt thrilled to have Fawcett back.
“We know our response has been far from perfect” – Emirates’ open letter following Dubai flooding
If you also need to write an apology letter, then this is a pretty good template.
Malolo Island Resort opens brand new Spa
Fiji’s Malolo Island has added another string to its bow – opening its $1.3 million day spa on Thursday, 18th April 2024. (Lead Image: matriarch Rosie Whitton with spa staff) Located at the edge of the resort’s luscious patch of tropical rainforest, the new “Leilani’s Spa” adds another level of elevated experiences to Malolo’s already […]
Virgin Australia’s HILARIOUS second instalment of the ‘Bring on Wonderful’ campaign
We don't use the word 'hilarious' lightly, but this is worthy of the title.
Visit Sunshine Coast reveals new brand identity
If you were looking for another reason to visit the Sunshine Coast then this is it.
Sofitel launches brand campaign starring Sex Education’s Gillian Anderson
We can confirm the content of this video is less spicy than Sex Education.
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!