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Sights, sea and snow: Australia’s top family holiday picks

Source: Roy Morgan Single Source (Australia), January 2014 – December 2014 (n=15,944). NB: In this press release, Families are defined as those from Young Parent or Mid-Life Famliy Households

Travelling as a family requires logistical skill, patience, a sense of fun – and a holiday spot with inter-generational appeal. Roy Morgan Research reveals the domestic destinations that Australian families* are most likely to name as somewhere they’d like to take a holiday...

Jostling for the title of the state that Aussie families would most like to visit are Queensland, with 46% saying they’d like to holiday there in the next two years, Victoria (45%) and NSW (43%). However, of the capital cities, Melbourne is the clear favourite, named by 25% of families, well ahead of Sydney at 14%.

Where Melbourne offers culture, museums, sport and shopping for all ages, Surfers Paradise has beaches, theme parks, amusement arcades and endless sunshine, and is another popular potential holiday destination among Australian families, 15% of whom say they’d like to visit.

Top 10 domestic destinations Aussie families would like to holiday in the next two years

Source: Roy Morgan Single Source (Australia), January 2014 – December 2014 (n=15,944). NB: In this press release, Families are defined as those from Young Parent or Mid-Life Famliy Households

Other coastal holiday destinations that rate highly among Aussie families are Victoria’s iconic Great Ocean Road and New South Wales’s lush North Coast.

Thredbo/Perisher is the ski-spot with the most appeal for families as a potential holiday destination, being 54% more popular with this demographic than the average Australian.

Angela Smith, Group Account Director, Roy Morgan Research, says:

“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.

“With its glorious beaches, theme parks and famously fabulous climate, the Sunshine State ticks all the boxes for family fun, while Melbourne and Sydney provide exciting city-based experiences. Ski spots are also popular for family holidays, offering high-altitude diversion for all ages.

“Among overseas destinations that Australian families are more likely than the average Aussie to name as potential holiday spots are tropical paradises such as 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."

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About Roy Morgan

Roy Morgan is the largest independent Australian research company, with offices throughout Australia, as well as in Indonesia, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan has over 70 years’ experience in collecting objective, independent information on consumers.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate


25% or 75%

10% or 90%

5% or 95%