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Qantaslink Cradle Coastt Regional Tourism Forum 2011
“Where to o go fishing?” Guidance and research tools for the tourism industry and your to ourism business
Cherie C e e Josep Josephson son – Roy oy Morgan o ga Research esea c Please direct any querries to tourism@roymorgan.com Roy y Morgan Research 401 Collins Street, S Melbourne VIC 3000 Te el: (03) 9629 6888
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Roy Morgan Research
Australia’s largest independent market research r company, operating since 1941. 70 years of experience. Around 1000 interviews across Australia a every weekend weekend. Roy Morgan Readership Survey – all major m Publishers and Agencies. Also operating in New Zealand, United States, United Kingdom & Indonesia
Tou urism and Travel Research
“The “Th e who, h what, h t when, h and d why h off ttravell and d ttourism” i ”
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu ublication of this data outside the client’s institution.
Taken a holiday in lastt 12 months - by destination Base: Australians 14+ 70%
30%
Taken a domestic holiday, 65%
66% Jetstar
% taken holiday y/ leisure trip
65%
60%
Sep 11
SARS
55%
Cronulla C Riots
25%
Tiger Airwarys
Taken an overseas holiday, 21% 20%
GFC
Australian dollar starts to appreciate
15%
13%
Source: Roy Morgan Research, April 2000 - March 2011 (average ann nual sample size = 22,972)
Š 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu ublication of this data outside the client’s institution.
M ar -1 1
M ar -1 0
M ar -0 9
M ar -0 8
M ar -0 7
M ar -0 6
M ar -0 5
5%
M ar -0 4
45%
M ar -0 3
10%
M ar -0 2
50%
M ar -0 1
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An increasing percentage takiing an overseas holidays since 2005
Holiday Consumer Price Index Base: Australian resident households
180 170
Domestic
160
157
CPI of holiiday prices
150
138 140
Overseas
130
121 120 110
106 GFC
100 90
Source: Australian Bureau of Statistics, Statistics Catalogue 6401.0, 6401 0 Consu umer Price Index
Š 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu ublication of this data outside the client’s institution.
ar -1 1 M
ar -1 0 M
ar -0 9 M
ar -0 8 M
ar -0 7 M
ar -0 6 M
ar -0 5 M
ar -0 4 M
ar -0 3 M
ar -0 2 M
ar -0 1
80 M
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Holiday Consumer Price Ind dex
Base: Australian population aged 14+ 90%
% would d like to take a h holiday in the nex xt 2 years
83%
Would like to holiday in Australia A in next 2 years
80%
Jetstar 70%
77%
Cronulla Riots
Tiger Airwarys
Sep 11 GFC SARS
60%
Australian dollar starts to appreciate
50%
43%
47%
W ld like Would lik to t holi h liiday id overseas nextt 2 years
40%
Source: Roy Morgan Single Source, Holiday Tracking Survey, April 2000 2 - March 2011, n=250,695; last 12 monthly sample = 18,263
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu ublication of this data outside the client’s institution.
M ar -1 1
M ar -1 0
M ar -0 9
M ar -0 8
M ar -0 7
M ar -0 6
M ar -0 5
M ar -0 4
M ar -0 3
M ar -0 2
30%
M ar -0 1
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Increasing percentage woulld ‘like to’ holiday overseas
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Melbourne has outperformed other destinations
Taken a domestic holiday in last 12 months - by destination B Base: Australians A t li 14 14+
Melbourne
10.2%
8.8%
9.6% 9.9%
Sydney 8.1% 7.8%
Gold Coast NSW North Coast
6.3% 6.3%
Brisbane
6.3% 5.7% 5.6% 6.2%
Sunshine Coast Tasmania
3.8%
Canberra
3.6 6%
4.7%
4.3% Apr10-Mar11 A 00 M 01 Apr00-Mar01
3.0%
Tropical North Queensland
2.2% 0%
2%
4% %
6%
8%
% taken a holiday/ h leisure trip to destination in last 12 months
Source: Roy Morgan Research, April 2000 - March 2001 (n=24,508) an nd April 2010 - March 2011 (n=18,263)
Š 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu ublication of this data outside the client’s institution.
10%
12%
Information sources used to o choose last holiday destination Base: Australians 14+ who had a holiday or leisure trip in the last 12 months 50%
Australia Overseas 40%
39%
40% %u used information source
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Travel Agents are still No.1 infformation source for overseas travel decisions,, but internet close behind b
38%
30%
28% 24% 20%
20%
21% 20%
19% 17%
10%
9%
10%
5%
4% 2% %
5% 3%
3%
5% 2%
0%
Travel Agent
Internet
Friends / relatives
Been before
Gu uide books
Brochures
Airline
Advertising
Source: Roy Morgan Research, April 2010 - March 2011 (n=12,549)
Š 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu ublication of this data outside the client’s institution.
TV Programs and Print Articles
No info / can't say
Booking channels s used for last holiday Base: Australians 14+ who had a holiday or leisure trip in the last 12 months 60%
55%
Australia Overseas
50%
% used book king channel
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Booking directly is the leading g channel for domestic travellers
40%
33%
35%
34%
30%
24% 20%
10%
16%
15% 13% %
9%
12% 9% 6% 2%
8% 4% 4%
0%
Travel Agent
Booked directly Airline
Booked directly Accom.
Boo oked directlyy - other servvice
Online only agency
Tour Operator
Source: Roy Morgan Research, April 2010 - March 2011 (n=12,549) (n 12,549)
Š 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu ublication of this data outside the client’s institution.
Other
Can't say/ didn't book
Booking meth hod for last holiday Base: Australians 14+ who had a holiday or leisure trip in the last 12 months 70%
Australia Overseas 60%
56%
50% % using method to o book
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Internet is now the main meth hod of booking a holiday
40%
45% 37%
37%
30%
24% 20%
20%
12% 10%
10%
2%
4%
0%
Internet
In person
Phone
Other
Source: Roy Morgan Research, Research April 2010 - March 2011 (n=12 (n 12,549) 549)
Š 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu ublication of this data outside the client’s institution.
Can't say/ didn't book
30%
25% Marketing Funn nel for Tasmania a
Would like to holiday in Tasmania 20% 20%
17% 15%
10%
T k a holiday Took h lid in i Tasmania T i in i last l t 12 months th 5%
4%
5%
Source:Roy Morgan Research Research, Holiday Tracking Survey Survey, April 2000 - Marrch 2011 2011, average annual sample n=22 n 22,973 973
Š 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu ublication of this data outside the client’s institution.
M ar -1 1
M ar -1 0
M ar -0 9
M ar -0 8
M ar -0 7
M ar -0 6
M ar -0 5
M ar -0 4
M ar -0 3
M ar -0 2
0%
M ar -0 1
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Consideration declining for Ta asmania since 2005, but visitation increased slight g ly y
Base: Australian population 14+ years of age 40%
New South Wales
33.7%
31.9% 30%
Queensland 25.9% 24.5%
23.9% Victoria
23.5% 20%
South Australia A
9 1% 9.1%
Ta asmania
2.3%
2.4%
Source:Roy Morgan Research, Holiday Tracking Survey, April 2000 - June 2010, n=18,263 for April 2010 - March 2011
Š 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu ublication of this data outside the client’s institution.
M ar -1 1
M ar -1 0
M ar -0 9
M ar -0 5
M ar -0 4
M ar -0 3
M ar -0 2
M ar -0 8
N Northern Territory
0%
M ar -0 1
8.4% 8.2% 4.7%
Westtern Australia
8.1% 3.8%
M ar -0 7
10%
M ar -0 6
Conversion fro om Preference to o Holiday Visitattion for Tasmaniia
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Tasmania has the second high hest growth rate for visitation
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Where are the domestic travelllers to Tasmania coming from?
Interstate residents travelling to Tasmania
78.3 3%
21.7%
Š 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu ublication of this data outside the client’s institution.
Tasmanian residents travelling within Tasmania
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Visitors to Tasmania by State of o Origin
0 0.5%
13.9% 5.2% 4 4.6%
21.1% 33 0% 33.0% 21.7% % Source: Roy Morgan Research, April 2010 – March 2011 (n=1,018) © 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu ublication of this data outside the client’s institution.
Base: Australian population 14+ years of age who would like to holiday in Tasmania in next two years % of Tasmanian n considerers who o would like to holliday at destinatio on in next two years
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Consideration for Tasmania by y Generation
35%
31%
Gen Z Gen Y Gen X Baby Boomers Pre-boomers
born 1991 or later (14 – 20 years) born 1976 – 1990 (20 – 35 years) born 1961 – 1975 (35 – 50 years) born 1946 – 1960 (50 – 65 years) born 1945 or before (65 + years)
30%
26% 24%
25%
20%
15%
13%
10%
7% 5%
0%
Gen Z
Gen Y
Gen X
Baby Boomers
Source: Roy Morgan Holiday Tracking Survey, April 2010 - March 2 2011. Sample size: n = 3,067
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu ublication of this data outside the client’s institution.
Pre-Boomers
Base: Australians14+ who have been to Tasmania in the last 12 months
% of Aus stralians 14+ that have been to T Tasmania in the llast 12 months
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Visitors to Tasmania by Generration
Gen Z who have been born 1991 or later in(14 20 12 years) Base: Australians 14+ to Tasmania the–last months Gen Y born 1976 – 1990 (20 – 35 years) Gen X born 1961 – 1975 ((35 – 50 y years)) Baby Boomers born 1946 – 1960 (50 – 65 years) Pre-boomers born 1945 or before (65 + years)
35%
29%
30%
24%
25%
23%
20%
17% 15%
10%
7% 5%
0%
Gen Z
Gen Y
Gen X
Baby Boomers
Source: Roy Morgan Single Source, Holiday Tracking Survey, Ap pril 2010 - March 2011, n=1,018
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu ublication of this data outside the client’s institution.
Pre-Boomers
% of Tasmania an considerers w who would like to o holiday at desttination in next tw wo years
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Melbourne, New Zealand, Golld Coast, UK are key destinations within consideration set of Tasmania an considerers
Other destinations considere ed by Tasmania considerers - Top 10 35%
Base: Australian population 14+ years of age who would like to holiday in Tasmania in next two years
30% 30%
28% 25%
25%
20% 20%
19%
18%
18%
17%
16%
15%
15%
10%
5%
0%
Melbourne
New Zealand
Gold Coast
UK
Sydney
Tropical North Queensland
Sunshine Coast
Source: Roy Morgan Research Single Source, April 2010 - March 2011 sample size = 3,067
Š 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu ublication of this data outside the client’s institution.
Great Ocean Whitsundays Road region
US
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New Zealand has a stronger brrand than Tasmania Base: Australian population 14+ years of age
Tasmania T i New Zealand
Has a great variety off things to see and do 40% 30%
Offers unique holidays 26%
Somewhere I can have my kind of holiday
2 27%
% 20% 18% 15%
13%10%
Has lots of unexpected things to discover
18% 22%
0%
13% 29%
Gives me a feeling of adventure
19% 17%
Gives me a sense of freedom
14% 16% 19%
17% % 2 21%
Gives me a feeling of escape
H many iintere Has t esting ti aspects t
Source:Roy Morgan Research, Holiday Tracking Survey, April 2010 - March 2011, n=18,263
Š 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu ublication of this data outside the client’s institution.
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But Tasmania has strengths when w compared to Victoria
Base: Australian population 14+ years of age
Tasmania Victoria
Has a great variety off things to see and do 30% 25%
Offers unique holidays
26 6%
Somewhere I can have my kind of holiday
% 20% 18% 15%
15%15%
13% 10% 7% 5%
Has lots of unexpected things to discover
18%
0%
12%
6%
8% 8 8% 16%
13%
Gives me a feeling of adventure
Gives me a sense of freedom
14%
17% 17%
Gives me a feeling of escape
Has many interes sting aspects
Source:Roy Morgan Research, Holiday Tracking Survey, April 2010 - March 2011, n=18,263
Š 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu ublication of this data outside the client’s institution.
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Tasmania’s strengths are natu ure-based and heritage
Top 10 Activities – Total Australia
Top 10 Activities - Tasmania
1. Rest & Relaxation
51%
1. Rest & Relaxation
50%
g Friends or Relatives 2. Visiting
47%
g Friends or Relatives 2. Visiting
45%
3. Shopping
24%
3. National Parks, Forests
31%
4. Restaurants
22%
4. Country, Wildlife, Scenery
31%
5. Meet & Mix with other people
21%
5. Historical Places
28%
6. Surfing / Swimming
18%
6. Restaurants
24%
7. National Parks, Forests
16%
7. Cities
23%
8. Country, Wildlife, Scenery
16%
8. Wilderness
23%
9 Beach Holiday 9.
16%
9 Shopping 9.
22%
10. Gardens, Parks
15%
10. Bushwalking
21%
Source: Roy Morgan Research, Holiday Tracking Survey, April 2010 – March h 2011, sample size = 10,407 Australia, and 482 Tasmania
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu ublication of this data outside the client’s institution.
Base: Australians 14+ who have taken nominated holiday 30%
% who o would like to h holiday in Tasma ania
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Consideration for Tasmania by y Special Interest markets
28% 25%
25%
23% 20%
22%
22%
22%
21%
19%
19% 18%
17%
15%
10%
5%
0%
Total holidaymakers
Arts tourism
Spa and wellness
Historic heritage
Adventurre
Fishing/ hunting
Farm Stay Ecotourism Caravan, tent, etc
Golf
Railway
Source: Roy Morgan Holiday Tracking Survey, April 2010 - March 2011. 2 Sample size: n = 2,867 Historic heritage, n=1,303 Arts tourism, n=1,713 Caravan, motorhome, tent or cabin, n=770 Fishing/ hunting, n=252 Adventure,n=313 Golf, n=172 Farm stay, n=135 Railway tourism, n=101 Spa and wellness, ll n=128 128 E Ecotourism t i
Š 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu ublication of this data outside the client’s institution.
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Visitation to the Cradle Coast Region R for y year ending g March 2011
YE March 2011
37 37.0% 0%
YE March 2010
30.8%
YE March 2009
37 37.6% 6%
Base: domestic travellers to Tasmania in the last 12 months Cradle Coast Region
37.0%
North West Coast (Burnie, Devonport, Stanley etc)
22.2%
West Coast (Strahan / Queenstown etc)
15.2%
Cradle Mountain
11 3% 11.3%
Other Northern Tasmania (Deloraine etc)
9.6%
Lake St Clair
5.1%
Gordon River / Franklin River
3 1% 3.1%
Source: Roy Morgan Single Source, Holiday Tracking Survey, April 2010 - March 2011, n=1,018
Š 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu ublication of this data outside the client’s institution.
Discovver your edge e * Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of the e Horizons Network Š 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu ublication of this data outside the client’s institution.
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www.RoyMorganOnlineStore.com y g
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www.RoyMorganOnlineStore e.com/Browse/Australia/Tourism.aspx
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www.tourism.tas.gov.au/rese earch
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www.tourism.tas.gov.au/rese earch/webreporter
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Do your own research!
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Email our team: tourism@roymorg @ y g gan.com
Online Store: www.roymorganonli y g nestore.com
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