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Once Is Not Enough: Returning To A Travel Destination

November 9, 2015 Statistics & Trends No Comments Email Email

While the desire to explore new horizons and visit a different destination every holiday motivates many travellers, some people prefer to return somewhere they’ve been before. In fact, the latest findings from Roy Morgan Research reveal that more than one in five Australian holiday-makers chose their last destination based on having visited before.

In the 12 months to September 2015, nearly 13 million Australians 14+ took at least one holiday. For their last trip, 2.8 million people (or 21.2% of travellers) opted to go somewhere they’d already been in the past.

In Australia, the holiday destination with the highest proportion of visitors who said they chose it because they’d been there before was the North West Coast in Tasmania. Of all people who visited this region on their last holiday, 42% had chosen it based on their previous experience.

Top destinations chosen by Australian holiday-makers because they’d been there before


Source: Roy Morgan Single Source (Australia), October 2014 – September 2015 (n=10,398)Base: Australians 14+ who went on a trip in last 12 months

Other destinations likely to be chosen on the basis of the traveller having been there before are the Victorian High Country (37.8% of whose visitors had been there before), Southport (36.9%), Eyre Peninsula/Port Lincoln/Ceduna (34.8%) and Noosa (33.5%).

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