Melbourne, the leading holiday destination

New research from Roy Morgan shows over 12 million Australians (59%) intend to visit a domestic holiday destination and stay at least one night on their next trip. 

Melbourne is again the 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 second place is Australia’s largest city of Sydney. 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 and stay at least one night on their next trip.

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).

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.

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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.

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