Australians begin 2010 hoping for a holiday

On January 12, 2010 at 01:00 PM research reveals January is ‘Holiday Hope Month’ for Aussie travellers

With the year barely a few weeks old, over half of Australians are already planning their next holiday just as they head back to work after the Christmas break. This is according to new research from, operated by Expedia, Inc., the world’s leading online travel company.

January has emerged as ‘Holiday Hope Month’ for Australians, with 54% of the population beginning to plan their holidays for the coming year during this month as they leave the sun, surf and Christmas memories behind.

The poll*, conducted among over 1000 Australians, found that almost half of Aussies (47%) say they feel more motivated in their jobs if they have a holiday to look forward to, rising to a whopping 63% among 18-34 year olds. Australians in this age bracket are holiday devotees, with a third (32%) having already locked in a 2010 holiday before the end of 2009. A further 35% are planning to take a holiday before April, compared to a national average of only 29%.

The Expedia study also found that Aussies don’t make holiday decisions lightly. Almost one in five (18%) Aussies say they spend in excess of 15 hours researching a holiday. If you take into account that 57% of Australians will take a holiday between one and two weeks this year, Aussies spend a minimum of an hour researching for every day of their holiday.

When asked what their dream holiday is for 2010, 43% of Aussies said they were craving a tropical island or beach holiday, compared to only 7% who want to hit the slopes and take a ski holiday. Luxury breaksalso ranked highly (34%) for Aussie travellers looking to ‘up-star’ and take advantage of great 5 star deals on offer.

In fact, 43% of Australians said the current savings on offer from travel companies is what prompts them to start thinking of a holiday. One in four (26%) Aussies like ‘keeping up with the Joneses’ and are moved to book by friends or family who have recently been on or locked in a holiday.

Interestingly, despite the strength of the Australian dollar making some overseas destinations more affordable than ever, a mere one in ten (9%) Aussies say this motivates them to book a holiday.

‘Staycation’ or explore the world?

It seems that overseas travel on the whole may not be high on the holiday agenda in 2010. In fact, more than half (52%) of Australians declare they are planning on embracing the ‘staycation’ this year. A holiday to Asia is in the pipeline for 15% of Aussies; one in ten (12%) said they are planning to visit Europe and only one in twenty (5%) plan to visit the USA in 2010, even though the exchange rate is at its highest level in some time.

Marketing Manager of, Louise Crompton says: “We know Australians love to travel, but it is fascinating to find that as soon as we return from a holiday to the daily grind of our jobs, we are immediately thinking of our next break.

“Australians are spoilt for choice when it comes to holidaying in their own country, so it is no wonder travellers are planning on exploring what Australia has to offer this year. That said, there are outstanding deals for holidaymakers looking to head overseas this year too, and the strong Australian dollar will help keep on-the-ground costs low.” is running a Global Hotel Sale until 31 January 2010, offering up to 50% off selected hotels in Australia and around the world. To book your next getaway visit:

Notes to the Editor

*About the survey

Pureprofile fielded the online survey on behalf of™ and between the 7th and 14th December 2009 among a nationwide cross-section of 1006 adults aged 18+ in Australia and 500 adults aged 18+ in New Zealand. The data was weighted to be representative of the total Australian population on the basis of gender, location and age. With probability samples of this size, one can say with 95 per cent certainty that the results for the sample have a sampling error of plus or minus two percentage points.

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