1130.0 - Directory of Tourism Statistics, 2000  
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Contents >> Domestic Tourism - National >> Holiday tracking Survey


Holiday Tracking Survey


Tourism and Travel Team
Roy Morgan Research
411 Collins St.

Telephone: 03 9629 6888
Facsimile: 03 9629 1250
Internet: www.roymorgan.com.au


To monitor the holiday preferences, intentions and behaviour of Australian residents and to track destination-based travel advertising for Australian States and Territories.


An ongoing tracking survey of holiday and leisure travel. This survey is a component of Roy Morgan Single Source, a large scale omnibus survey of media and product consumption using a stratified random probability sample of households. Information is collected from residents aged 14 and over.

In Australia, data is collected via face-to-face interview and self-completion questionnaire from approximately 25,000 respondents. In other markets, data is collected via Computer Assisted Telephone Interviewing and self-completion questionnaire. The sample varies in each market.

Data detail

          • Holiday and travel advertising awareness (unprompted/prompted for domestic and overseas destinations, medium, taglines);
          • Travel preference (domestic and overseas destinations where people would like to go on holidays in the next two years);
          • Travel intention (domestic and overseas destinations people are planning a holiday at, including at least one overnight stay);
          • Travel behaviour in the last 12 months (number of trips and places visited, involving at least one overnight stay, in the last 12 months);
          • Last trip behaviour (places visited, accommodation used, transport used, cost of trip, travel party, information sources, booking methods, and activities undertaken);
          • Holiday types (phrases describing the types of holidays people took on their last trip and/or will take on their next trip);
          • Brand specific services used (airlines and car hire companies used on last trip, and hotels/resorts stayed at in the last 12 months);
          • Attitudes towards holidays and travel (wide range of attitudinal statements);
          • Destination association (statements describing holidays in the Australian states/territories and New Zealand) only in Australia;
          • Detailed demographics including: age and sex, household and respondent lifecycle, education level, employment status, household and respondent income, area of residence;
          • Media usage (including newspaper and magazine readership, TV viewing, radio listening, cinema attendance and Internet usage);
          • Psychographics (attitudes and Roy Morgan Values Segments) (Developed in conjunction with Colin Benjamin of The Horizons Network.); and
          • Lifestyles and activities.

Geographic Coverage

Country, State/Territory/Region, Capital and major cities.

Frequency of data availability

Monthly, quarterly and annually.

Historical data

Most data items available from 1993.

Products and services available

Electronic ASTEROID database (quarterly or annually; data on compact disk with specialised cross-tabulation and analysis software).

Costs for products and services are available from the contact officer.


Monthly preliminary tables, syndicated quarterly reports


Available upon request

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