The latest Roy Morgan Research reveals the top 10 domestic destinations Australian families are expected to travel to for holidays this year.
Queensland takes top billing for the state which 46% of Aussie families saying they would most like to visit in the next two years, but closely following is Victoria with 45% and NSW with 43%.
However, of the capital cities, Melbourne is the clear favourite, named by 25% of families, well ahead of Sydney at 14%.
The popular beaches and theme parks in Surfers Paradise have not gone amiss, with 15% of families picking the destination as where they’d like to go.
The research, conducted between January and December 2014 are based on families defined as those from young parent or mid-life family households.
For the more adventurous families, Thredbo/Perisher was chosen as the top ski-spot with most appeal, and interestingly 54% more popular with this demographic than the average Aussie.
“Our latest findings reveal that the domestic destinations with particular appeal for families are those with plenty of scope for outdoor activity, whether it’s on the beach or a coastal drive, in a big city or at the snow,” Roy Morgan Research, Group Account Director, Angela Smith.
The report revealed families heading overseas are likely to opt for tropical favourites Fiji, Bali and Hawaii.
“Knowing what Australian families look for in a holiday spot and how their needs and expectations differ from those of other travellers allows destination marketers, tourism operators and travel agents keen to reach this lucrative market to tailor their communication strategies accordingly,” Smith said.
