RACV Member Travel Survey - April 2012

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Results of a survey of RACV members on travel in April 2012

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RACV Member Travel Survey - April 2012

  1. 1. GOTTA GET AWAYRACV Holiday Survey - April 2012
  2. 2. HOLIDAY SURVEY• Nearly 5,000 RACV members responded by email in an April 2012 travel accommodation survey• Allhad taken a holiday within the last 12 months• Allstayed at paid accommodation for at least one night
  3. 3. 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
  4. 4. DESTINATION Melbourne Victoria NSW QLD Other Aus State Overseas• 42% travelled more than 50km to outer Melbourne or Regional Victoria• 20% travelled overseas• 20% travelled to NSW or Queensland
  5. 5. 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
  6. 6. BOOKING PREFERENCES Property by Phone Property Direct Online Property via Email Property Direct in Person Booking Website Travel Agent• 70% prefer to book Other directly with the accommodation property (phone, email, online or in person)• Most common reasons: Convenience (61%), Ease (45%), Cost (32%) and Accuracy (18%)
  7. 7. 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
  8. 8. 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
  9. 9. DEMOGRAPHICS Single Couple - No Children Family - preschool children Family - school age children Family - teenage children Empty Nesters• 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
  10. 10. 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
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