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 info@aaatourism.com.au

• Call us on +613 8601 2200