Roy Morgan Research collects detailed information on Australians' intention to take an overnight holiday or leisure trip. This report provides you with an overall look at Australians' intention to take a holiday or leisure trip in the next 12 months and whether this will be a domestic or international trip. Metrics covered in this report include domestic and international destinations, length of intended holiday, demographics of holiday intenders and the state of origin of holiday intenders.
As well as looking forward 12 months this report provides you with five-year trended charts.
Using holiday intention as a lead indicator can assist domestic and offshore destination marketers in understanding and planning for the future. By combining historical data with forward-looking data you will have an important tool in forecasting trends and demographic and geographic reporting will give you the added advantage of having better targeted marketing activities.
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