Qantaslink Cradle Coast Regional Tourism Forum Where2011 to go fishing? D Discover r your ed dge
Guidance and research tools for the tourism industry and your tourism business
Cherie Josephson – Roy Morgan Research Please direct any queries to tourism@roymorgan.com Roy Morgan Research 401 Collins Street, Melbourne VIC 3000 Tel: (03) 9629 6888
Where to go fishing? Guidance and research tools for the tourism industry Guidance and research tools for the tourism industry and your tourism business
Performance ? Performance…?
Where to go fishing?
BIG PICTURE G id Guidance
Where to go fishing?
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Roy Morgan Research Roy Morgan Research Australia’s largest independent market research company, operating since 1941. 70 years of experience. Around 1000 interviews across Australia every weekend . Roy Morgan Readership Survey – all major Publishers and Agencies. Also operating in New Zealand, United States, United Kingdom & Indonesia l l d d d d & d
Tourism and Travel Research “The who, what, when, and why of travel and tourism”
An increasing percentage taking an overseas holidays since 2005 gp g g y Taken a holiday in last 12 months - by destination Base: Australians 14+ 70%
30%
Taken T k a domestic d ti holiday, 65%
66% Jetstar
60%
Sep 11
SARS
55%
Cronulla Riots
25%
Tiger Airwarys
Taken an overseas holiday, 21% 20%
GFC
Australian dollar starts to appreciate
15%
13%
5%
-1
0
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ar M
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-1
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-0
8 -0
7 -0
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ar M
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4 -0
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1 -0 ar
Source: Roy Morgan Research, Research April 2000 - March 2011 (average annual sample size = 22 22,972) 972)
1
45%
5
10%
2
50%
M
% tak ken holiday/ leisure trip p
65%
Holiday Consumer Price Index Holiday Consumer Price Index Base: Australian resident households
180 170
Domestic
160
157
CPI of holiday prices C s
150
138 140
Overseas
130
121 120 110
106 GFC
100 90
Source: Australian Bureau of Statistics, Catalogue 6401.0, Consumer Price Index
1 M
ar -1
0 ar -1 M
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9
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7
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5
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ar -0
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ar -0 M
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ar -0
1
2
80
Increasing percentage would ‘like to’ holiday overseas Base: Australian population aged 14+ 90%
Would like to holiday in Australia in next 2 years
80%
Jetstar 70%
77%
Cronulla Riots
Tiger Airwarys y
Sep 11 GFC SARS
60%
Australian dollar starts to pp appreciate
50%
43%
47%
Would like to holiday overseas next 2 years
40%
S Source: R Roy M Morgan Si Single l S Source, H Holiday lid Tracking T ki Survey, S April A il 2000 - March M h 2011, 2011 n=250,695; 250 695 last l t 12 monthly thl sample l = 18 18,263 263
-1 ar M
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9 -0
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-0
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-0
5
4
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-0
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2
1
30%
M
% would like to o take a holiday in the next 2 years
83%
Motivations for Holidaying Overseas
60% 51% 50% 44%
42%
40%
37%
35%
33% 28%
30%
26% 23% 19%
20%
10%
0% Exotic/ A Different Culture To Ours
I Wanted To Visit Family or Friends
Variety of Things to See and Do
Value For Money
Always Wanted to Visit the Destination
Exchange Rate/ Good Time to Go
Reasons
Source: Roy Morgan Consumer Industry Survey, June 2011. Base: respondents who have been on a holiday overseas in the last 12 months, n = 43
Experience Different Restaurants/ Dining
Shopping
For The Weather/ Friends/ Family Climate Recommended
Gen Y and Gen X are more likely than other generations to want to holiday overseas Base: Australian population aged 14+ Gen Z Gen Y Gen X Gen X Baby Boomers Pre‐boomers
% wou uld like to take an o overseas holiday in next 2 years
70%
58%
60%
58%
born 1991 or later (14 – 20 years) born 1976 – 1990 (20 – 35 years) born 1961 – 1975 (35 born 1961 (35 – 50 years) 50 years) born 1946 – 1960 (50 – 65 years) born 1945 or before (65 + years)
51% 50%
47% 43%
40%
27% %
30%
20%
10%
0%
Total 14+
Gen Z
Gen Y
Gen X
Source: Roy Morgan Single Source, Holiday Tracking Survey, April 2010 - March 2011, n=18,263
Babyy Boomers
Pre-Boomers
And Gen Y are more likely to actually holiday overseas Base: Australian population aged 14+ Gen Z Gen Y Gen X Gen X Baby Boomers Pre‐boomers
% taken a an overseas holida y or leisure trip in the last 12 months s
30%
25% 25%
born 1991 or later (14 – 20 years) born 1976 – 1990 (20 – 35 years) born 1961 – 1975 (35 born 1961 (35 – 50 years) 50 years) born 1946 – 1960 (50 – 65 years) born 1945 or before (65 + years)
24% 21%
20%
18%
17%
16% 15%
10%
5%
0%
Total 14+
Gen Z
Gen Y
Gen X
Source: Roy Morgan Single Source, Holiday Tracking Survey, April 2010 - March 2011, n=18,263
Babyy Boomers
Pre-Boomers
Gen Y would also like to take domestic holidays Base: Australian population aged 14+ population aged(14 – 14+ 20 years) Gen Z Base: Australian born 1991 or later
90%
%w would like to take a domestic holiday y in next 2 years
83% 80%
77%
84%
Gen Y Gen X Baby Boomers Pre‐boomers
born 1976 – 1990 (20 – 35 years) born 1961 – 1975 (35 – 50 years) born 1946 – 1960 (50 – 65 years) born 1945 or before (65 + years)
77%
75%
70%
60%
60%
50%
40%
30%
20%
10%
0%
Total 14+
Gen Z
Gen Y
Gen X
Source: Roy Morgan Single Source, Holiday Tracking Survey, April 2010 - March 2011, n=18,263
Baby Boomers
Pre-Boomers
Baby Boomers and Gen X most likely to take domestic holidays
Base: Australian population aged 14+
Gen ZBase: Australian born 1991 or later (14 – 20 population aged 14+ years) Gen Y born 1976 – 1990 (20 – 35 years) Gen X born 1961 – 1975 (35 – 50 years) Baby Boomers born 1946 – 1960 (50 – 65 years) Pre‐boomers born 1945 or before (65 + years)
% taken a domestic holiday y or leisure trip in the last 12 months
80%
71% 70%
65%
69%
62% 59%
60%
53% 50%
40%
30%
20%
10%
0%
Total 14+
Gen Z
Gen Y
Gen X
Source: Roy Morgan Single Source, Holiday Tracking Survey, April 2010 - March 2011, n=18,263
Baby Boomers
Pre-Boomers
An increasing percentage flying to their domestic holiday destination Transport used on last domestic holiday Base: Australians 14+ who travelled domestically on their last holiday or leisure trip and who nominated a mode of transport 80%
70%
73% Drive, 64%
50%
Tiger Airways Jetstar
40%
Fly y & Fly/Drive, y , 31% 30%
22% 20%
Other, 22%
20% 10%
Source: Roy Morgan Research, April 2000 - March 2011 (average annual sample size = 12,291)
1
0
9
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8
7
6 M
ar
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-0
5
4 -0
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ar
-0
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2
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0%
M
% use ed transport mode
60%
Drive destinations have performed poorly Taken a domestic holiday in last 12 months - by destination Base: Australians 14+
3 9% 3.9%
Hunter Valley region
4.4% 3.8% 4.0%
Far North NSW Coast
3.3%
Central West NSW
4.3% 3.2%
Great Ocean Road region
4.0% % 3.1%
Adelaide
3.4% Apr10 Mar11 Apr10-Mar11 Apr00-Mar01
2.7%
Perth
3.2% 0%
1%
2%
3%
% taken a holiday/ leisure trip to destination in last 12 months
Source: Roy Morgan Research, April 2000 - March 2001 (n=24,508) and April 2010 - March 011 (n=18,263)
4%
5%
Melbourne has outperformed other destinations Taken a domestic holiday in last 12 months - by destination Base: Australians 14+
Melbourne
10 2% 10.2%
8.8%
9.6% 9.9%
Sydney 8.1% 7.8% 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% 3.6%
4.7%
4.3% Apr10-Mar11 Apr00-Mar01
3.0%
Tropical North Queensland
2.2% 0%
2%
4%
6%
8%
% taken a holiday/ y leisure trip p to destination in last 12 months
Source: Roy Morgan Research, April 2000 - March 2001 (n=24,508) and April 2010 - March 2011 (n=18,263)
10%
12%
Travel Agents are still No.1 information source for overseas travel decisions, but internet close behind Information sources used to choose last holiday destination Base: Australians 14+ who had a holiday or leisure trip in the last 12 months 50%
Australia Overseas
% used infformation source
40%
39%
40%
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
Source: Roy Morgan Research, April 2010 - March 2011 (n=12,549)
Guide books
Brochures
Airline
Advertising
TV Programs and Print Articles
No info / can't say
Booking directly is the leading channel for domestic travellers Booking channels used for last holiday Base: Australians 14+ who had a holiday or leisure trip in the last 12 months 60%
55%
Australia Overseas
% us sed booking chann nel
50%
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.
Booked Online only Tour Operator directly - other agency service
Source: Roy Morgan Research, April 2010 - March 2011 (n=12,549)
Other
Can't say/ didn't book
Internet is now the main method of booking a holiday Booking method for last holiday Base: Australians 14+ who had a holiday or leisure trip in the last 12 months 70%
Australia Overseas 60%
56%
% using m method to book
50%
40%
45% 37%
37%
30%
24% 20%
20%
12% 10%
10%
2%
4%
0%
Internet
In person
Source: Roy Morgan Research, April 2010 - March 2011 (n=12,549)
Phone
Other
Can't say/ didn't book
Most bricks and mortar travel agents have lost consumer share Bricks and mortar travel agents used to book holiday 40%
Base: A B Australians t li 14 14+ who h h have used d a ttravell agent in last 12 months to book a holiday
35%
% booked a holiday with travel ag gent
30% 30%
Flight Centre, 26%
25%
20% 15% 14%
13%
Harvey World Travel, 7% Qantas Holidays, 6% Jetstar Holidays, 5% Blue Holidays, 4% Jetset, 4% Escape Travel, 3% Travelworld, 3%
10% 11%
5% 5%
Source: Roy Morgan Research, April 2004 - March 2011 (average annual sample size = 7,025)
-1
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5
4% 2% 0%
Online only agencies are taking consumer share from bricks and mortar agencies Online agents used to book holiday Base: A Base Australians stralians 14+ who ho have ha e used sed a travel tra el agent in last 12 months to book a holiday
25%
Wotif.com, 20%
% booked a ho oliday with travel agent
20%
16%
15%
W bj t Webjet.com.au, 11%
10%
6% 5%
5%
Lastminute.com.au, 6% Expedia.com.au, p , 4% 2%
1%
2%
Zuji.com.au, 2% Needitnow.com.au, 1% ar M
ar M
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-1
0 -1
9 -0
8 ar M
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-0
7 -0
6 -0
5 -0 ar M
Source: Roy Morgan Research, April 2004 - March 2011 (average annual sample size = 7,025)
1
0%
Consideration declining for Tasmania since 2005, but visitation increased slightly 30%
Marke eting Funnel for Tasmania
25%
Would like to holiday in Tasmania 20% 20%
17% 15%
% 10%
Took a holiday in Tasmania in last 12 months 5% 4%
5%
Source:Roy Morgan Research, Holiday Tracking Survey, April 2000 - March 2011, average annual sample n=22,973
1 -1
0
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-0
-0
2 -0
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3
0%
Tasmania has the second highest growth rate for visitation g g Base: Australian population 14+ years of age
New South Wales
33 7% 33.7%
31.9% 30%
Queensland 25.9% 24.5% 24 5%
23.9% Victoria
23.5% 20%
South Australia
9.1%
Tasmania
2.3%
-1 ar M
ar M
ar M
Source:Roy Morgan Research, Holiday Tracking Survey, April 2000 - June 2010, n=18,263 for April 2010 - March 2011
1
0 -1
9 -0
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7
6 -0
5 -0
4 M
ar
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-0
3
2 -0
1 -0 ar
2.4%
Northern Territory
0%
M
8.4% 8.2% 4.7%
Western Australia
8.1% 3.8%
ar
10%
M
Con nversion from Prefference to Holiday Visitation for Tasm mania
40%
Where are the domestic travellers to Tasmania coming from?
Interstate residents travelling to Tasmania
78.3%
21.7%
Tasmanian residents travelling within Tasmania
Visitors to Tasmania by State of Origin
0.5%
13.9% 5.2% 4 6% 4.6%
21.1% 33.0% 21 7% 21.7% Source: Roy Morgan Research, April 2010 – March 2011 (n=1,018)
Consideration for Tasmania by Generation y % of Tasmanian con siderers who would like to holiday at de estination in next two o years
Base: Australian population 14+ years of age who would like to holiday in Tasmania in next two years
35%
31% 30%
Gen Z born 1991 or later (14 – 20 years) Gen Y born 1976 – 1990 (20 – 35 yyears) Gen X ) born 1961 – 1975 ((35 – 50 years) Baby Boomers born 1946 – 1960 (50 – 65 years) Pre‐boomers born 1945 or before (65 + years)
26% 24%
25%
20%
15%
13%
10%
7% 5%
0%
Gen Z
Gen Y
Gen X
Source: Roy Morgan Holiday Tracking Survey, April 2010 - March 2011. Sample size: n = 3,067
Baby Boomers
Pre-Boomers
Visitors to Tasmania by Generation y
% of Australia ans 14+ that have been to Tasmania in the last 12 mon ths
Base: Australians14+ who have been to Tasmania in the last 12 months Gen Z born 1991 or later (14 – 20 years) Gen Y born 1976 – (20 –1235 months Base: Australians 14+ who have been to Tasmania1990 in the last years) Gen X born 1961 – 1975 (35 – 50 years) Baby Boomers born 1946 – 1960 (50 – 65 years) Pre‐boomers born 1945 or before (65 + years) 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
Source: Roy Morgan Single Source, Holiday Tracking Survey, April 2010 - March 2011, n=1,018
Baby Boomers
Pre-Boomers
% of Tasmanian co onsiderers who wo ould like to holiday at destination in n ext two years
Melbourne, New Zealand, Gold Coast, UK are key destinations within consideration set of Tasmanian considerers of Tasmanian considerers Other destinations considered 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
Source: Roy Morgan Research Single Source, April 2010 - March 2011 sample size = 3,067
Sunshine Coast
Great Ocean Whitsundays Road region
US
New Zealand has a stronger brand than Tasmania g Base: Australian population 14+ years of age
Tasmania N Z New Zealand l d
H a greatt variety Has i t off thi things to t see and d do 40% 30%
Offers unique holidays 26%
Somewhere I can have my kind of holiday
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% 21%
Gives me a feeling of escape
Has many interesting aspects
S Source:Roy R M Morgan R Research, h H Holiday lid Tracking T ki Survey, S April A il 2010 - March M h 2011, 2011 n=18,263 18 263
But Tasmania has strengths when compared to Victoria Base: Australian population 14+ years of age
Tasmania Victoria
Has a great variety of things to see and do 30% 25%
Offers unique holidays
26%
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% 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 interesting aspects
S Source:Roy R M Morgan R Research, h H Holiday lid T Tracking ki S Survey, A Aprilil 2010 - M March h 2011 2011, n=18,263 18 263
Tasmania’s strengths are nature‐based and heritage g g
Top 10 Activities – Total Australia
Top 10 Activities - Tasmania
1. Rest & Relaxation
51%
1. Rest & Relaxation
50%
2. Visiting Friends or Relatives
47%
2. Visiting Friends or Relatives
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
16%
9. Shopping
22%
10. Gardens, Parks
15%
10. Bushwalking
21%
Source: Roy Morgan Research, Holiday Tracking Survey, April 2010 – March 2011, sample size = 10,407 Australia, and 482 Tasmania
Special Interest markets…
ART TOURISM
Special Interest markets…
SPA & WELLNESS
Special Interest markets…
HISTORIC HERITAGE
Consideration for Tasmania by Special Interest markets
Base: Australians 14+ who have taken nominated holiday
% who would d like to holiday in Tasmania
30%
28% 25%
25%
23% 20%
22%
22%
19%
22%
21% 19% 18%
17%
15%
10%
5%
0%
Total holidaymakers
Arts tourism
Spa and wellness
Historic heritage
Adventure
Fishing/ hunting
Farm Stay Ecotourism Caravan, tent, etc
Golf
Railway
Source: Roy Morgan Holiday Tracking Survey, April 2010 - March 2011. Sample size: n = 2,867 Historic heritage, n=1,303 Arts tourism, n=1,713 Caravan motorhome Caravan, motorhome, tent or cabin cabin, n=770 Fishing/ hunting hunting, n=252 Adventure Adventure,n=313 n=313 Golf Golf, n=172 Farm stay stay, n=135 Railway tourism tourism, n=101 Spa and wellness, n=128 Ecotourism
Visitation to the Cradle Coast Region for year ending March 2011 Base: domestic travellers to Tasmania in the last 12 months last 12 months
Cradle Coast Region
YE March 2011 37.0% YE March 2010 30.8% h YE March 2009 37.6%
37.0 %
North West Coast (Burnie, Devonport, Stanley etc)
22.2
West Coast (Strahan / Queenstown
15.2
etc)
%
Cradle Mountain
%
11.3 %
Other Northern Tasmania (Deloraine etc) L k St Clair Lake Cl i
Gordon River / Franklin River
9.6%
5 1% 5.1% 3.1%
Source: Roy Morgan Single Source, Holiday Tracking Survey, April 2010 ‐ March 2011, n=1,018
APPLYING research
* Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of the Horizons Network
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www.tourism.tas.gov.au/research/webreporter
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