GOTTA GET AWAYRACV Holiday Survey - April 2012
HOLIDAY SURVEY
• Nearly 5,000 RACV members responded by email in an April 2012 travel accommodation survey
• All had taken a holiday within the last 12 months
• All stayed at paid accommodation for at least one night
TRAVEL FREQUENCY
• 65% had travelled two or more times for short holidays (1-2 nights)
• 57% had travelled two or more times for longer holidays (3 or more nights)
• There was a growing preference for long weekend and week-long trips
DESTINATION
• 42% travelled more than 50km to outer Melbourne or Regional Victoria
• 20% travelled overseas
• 20% travelled to NSW or Queensland
Melbourne VictoriaNSW QLDOther Aus State Overseas
WHO & WHY
• 64% of the time more than one person was involved in planning the holiday
• 46% were couples and 48% were three or more people travelling together
• “To Relax” was the most common reason
BOOKING PREFERENCES
• 70% prefer to book directly with the accommodation property (phone, email, online or in person)
• Most common reasons: Convenience (61%), Ease (45%), Cost (32%) and Accuracy (18%)
Property by Phone Property Direct OnlineProperty via Email Property Direct in PersonBooking Website Travel AgentOther
BOOKING PREFERENCES
• 90% were influenced by a property’s Star rating in choosing their accommodation
• 43% use printed travel guides to plan or book travel - they help to drive or reinforce the online actions
• 11% went on holiday as a result of seeing a good deal advertised
INTERNET USE
• 85% use the internet while travelling
• 59% access the internet by laptop, 53% by phone or tablet, 24% from the property’s computer, 21% from internet cafe
DEMOGRAPHICS
• 60% were female
• 22% were in their 40s, 29% were in their 50s, 28% were over 60
• 66% had household incomes over $70,000 per annum
Single Couple - No ChildrenFamily - preschool children Family - school age childrenFamily - teenage children Empty Nesters
NEED MORE INFO...• AAA Tourism is a subsidiary of the RACV and
the other Australian Auto Clubs
• We work with accommodation and leisure clients to maximize their exposure to Australia’s 7.1 million auto club members
• We make your phone ring with enquiries and we send people to your website
• We provide online, live, commission-free bookings direct to your accommodation property
• www.AAATourism.com.au
• Email us at [email protected]
• Call us on +613 8601 2200