Scar holidays 2014

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  • 1. Holidays are a much anticipated activity for Aussies - but how and why people go on holidays is changing Holidays are something we all look forward to but how do you decide the when, where and how? This presentation will explore the travel habits of 18-54 year olds and some trends for the industry. TOURISM IN AUSTRALIA WORTH $114.2 BILLION IN REVENUE GENERAL TRAVEL INTENTION ONLINE IS THE NEW TRAVEL AGENT EXPERIENCES AS THE NEW CURRENCY Source: IBISWorld. Tourism in Aus. Dec 2013 DOMESTIC OVERNIGHT TRAVELLERS ACCOUNT FOR 46.2% OF REVENUE Australians are global travelers who like to explore the world and an abundance of cheap airfares will encourage many Australians to head overseas and choose destinations for holidays of a week or longer.
  • 2. People are planning on taking a holiday in the next 12 months. However, with 15% still undecided, there is the opportunity to persuade these people to take a well deserved break. Source: Southern Cross Austereo Research Holiday Study Sept 2013. We'd like to know are you planning on taking a holiday in the next 12 months? N= 3276 %
  • 3. School holidays influence when people take holidays across the year but most take holidays during Summer 30% 25% 20% 15% Easter is the next holiday period Aussies are preparing for. Talk to them now about where to go! 10% 5% 0% Source: Southern Cross Austereo Research Holiday Study Sept 2013. And when do you think you might get to have your holiday/s? N= 3276
  • 4. For many, a trip overseas is on the cards this year Whilst interstate and local holidays will always be on the cards for Aussies, what is interesting is that 40% of people are planning on jetting off overseas this year! Check out the appendix to see where people are planning on travelling this year. Source: Southern Cross Austereo Research Holiday Study Sept 2013. what type of holiday will that most likely be? N= 1644
  • 5. The longer the holiday, the earlier they book And how far in advance would you book these types of holidays? Source: Southern Cross Austereo Research Holiday Study Sept 2013. And how far in advance would you book these types of holidays? N= 3276
  • 6. % first start thinking about their next holiday when they hear/ see a great deal advertised. By advertising deals when people are already thinking about holidays, such as at work or at home, advertisers can capture an engaged audience and really make their messages relevant. When do you find yourself thinking about taking a holiday? 31% 28% 26% All the time! I never stop thinking about it. When I’m at home of an evening At work 23% 14% 12% Source: Southern Cross Austereo Research Holiday Study Sept 2013. So first, when do you find yourself thinking about taking a holiday? N= 3276 When I’m at home on the weekend On the way to and from work When I have just come back from holidays
  • 7. Booking.com is now Australia's biggest and fastest growing online travel agent, leaving local rivals well behind with more than 5.3 million visits a month. Source: Travel Trends Australia's Hottest 100 Travel Websites – Booking.com surges ahead of Wotif and Webjet in shock result
  • 8. Online is the new travel agent INSIGHT Travellers are turning to online at all stages of the travel process. People seem to value others’ personal experiences documented online over professional experience and price. Online is no longer just used to price match and research, but also by travellers to; - DISCOVER where they want to go - HOW they want to get there - WHEN they want to go - WHAT they are willing to spend - WHO they want to stay with - WHAT sort of things they want to experience once their there. In many cases, travel agents are no longer the first point of call for people looking to travel, whether it be domestically or internationally. There is a rise in people finding their own information and coming to their own conclusions by looking online and chatting with their circle of influence. WHAT’S IT ALL ABOUT? - Personal experiences (documented online) are favoured by travellers over professional experience and price. - People want to uncover their own holiday based on what their personal preferences are. They use the internet to uncover activities and destinations that appeal to them. - Whilst the need for a travel agent is not obsolete, it has evolved from purely a service to help book flights. It is the safety net for people when they travel and it deals with things when they get complicated. The role of the travel agent is not yet obsolete, but may need to evolve. Source: Travel Trends Australia's Hottest 100 Travel Websites – Booking.com surges ahead of Wotif and Webjet in shock result Let’s take a closer look… Source: IBISWORLD. Dec 2013. Travel agency and tour arrangement services
  • 9. 9 10 Say researching ONLINE helps them DISCOVER the DESTINATION they want to go to on holidays. Source: Southern Cross Austereo Research Holiday Study Sept 2013So if you were thinking about WHERE you'd want to go on a holiday, which of the following things would help you decide on the destination? N= 3276
  • 10. Online is the number one way they decide which destination they want to travel too. If you were thinking about WHERE you'd want to go on a holiday, which of the following things would help you decide on the destination? Researching on the internet 88% Talking to friends/family 67% Seeing a location on a TV program 41% Going to a travel agent 39% Looking in magazines 16% Looking in the newspaper Asking on Facebook about good places to go Calling the destination where we always stay 14% 12% 9% Whether it be checking out our friends pictures on social media pages, doing a generic Google search or getting an e-mail about a holiday deal, online is the key platform to discover where we want to travel next. Our circle of influence also plays a role in determining a destination. Only 39% would rely on a travel agent to do this. Source: Southern Cross Austereo Research Holiday Study Sept 2013So if you were thinking about WHERE you'd want to go on a holiday, which of the following things would help you decide on the destination? N= 3276
  • 11. Aside from looking at destinations, online is used as a price comparison and research tool for accommodation Of those who use online, this is what they are using it for… 82% Check a price comparison 80% Check accommodation website 52% Read reviews 36% Check travel agents website 24% Check hire car website One of the primary reasons for using a travel agent in the past has been to get a great deal but now more and more people are using the internet to do this. Travel agents who specialise in a price match guarantee could appeal to travellers. One important thing to note is that over half are using online to read reviews- people want more than one opinion on a destination, they want to know all the ins and outs from like minded people who have travelled there. This is why sites like Trip Advisor and Expedia are becoming popular along with travel blogs. Source: Southern Cross Austereo Research Holiday Study Sept 2013 What would you be likely to use the internet for?? N= 2891
  • 12. Once they know where and when they want to go, they head online to book. It’s the first step! % What would be your FIRST STEP to book your trip? 13% Call a travel agent 5% Contact accommodation provider 3% Contact airline Would use online as their FIRST port of call to book their trip! Source: Southern Cross Austereo Research Holiday Study Sept 2013 once you had decided WHERE or WHEN you wanted to go, what would be your FIRST STEP to book your trip? N= 3276
  • 13. Location is the key selling point for accommodation- having the cheapest room is not necessarily a key factor Which of these factors influences your accommodation choice when you go away? 84% The location 73% If the hotel is offering a great package deal 65% The hotel has to have good facilities 47% Online reviews 42% The star rating 37% Word of mouth 33% A place with lots of things to do for the family 21% Wherever my friends/family are staying I’ll go with the cheapest room 14% When choosing a place to stay on holidays, we are not just looking for the best rate. We want a place that suits our needs. For example location is a major influencer on the place people choose to stay but for others having the option of breakfast included and children friendly facilities are major factors. With so many hotels on offer in any one area, it is no wonder people are turning to online to get reviews from like-minded people who have stayed there rather than just what a travel agent thinks. Source: Southern Cross Austereo Research Holiday Study Sept 2013 Which of these factors influences your accommodation choice when you go away? N= 3276
  • 14. BUT! There is still a role for travel agents… People may have changed the ways they find information but they still want a safety net % There is nothing more daunting than going on an overseas holiday and then something going wrong with no one to help you out. Whilst people may be using the internet to discover where and when they want to go on holidays, travel agents are still used to book long or overseas holidays. Travel agents are there for when things get tricky! Whether it be a big group travelling together or travelling to multiple countries, having a travel agent knowing your travel itinerary just means there is one less thing to worry about. They are the safety net if things go wrong and are usually the ones who can sort things out. Will still use a travel agent to book long holidays or overseas trips. Source: Southern Cross Austereo Research Holiday Study Sept 2013 Now, can you please tell us whether you agree or disagree with the following statements around travel and holidaysN= 3276
  • 15. Luxury is changing, and what mattered most to us only a decade ago, isn’t even attractive anymore. Guests don’t rate hotels by its amenities and luxurious settings anymore, they’ll judge them by the experiences they provide them… experiences and memories that last long after they depart. Source: Hoteliers of Tomorrow. Experience is the new currency
  • 16. Experience as a currency INSIGHT People want to create unforgettable experiences through travel they can tell their peers about – with these experiences forming a new type of social ‘currency’. A measure of wealth always used to be the type of car you drive, how much money you earn and where you live but there is an emerging trend of experience as a form of currency. What better way to create unforgettable experiences than through travel. WHAT’S IT ALL ABOUT? Travelling is now seen as a form of currency. It brings you experience that many could only dream about. Experiences are after all something that money cannot buy. Source: Hoteliers of Tomorrow. Experience is the new currency People want to discover their own path when travelling. They will search the internet for inspiration but they want to do their own thing. - It has become a measure of their own self worth. However, they are not afraid to spend money to create these experiences. Businesses that allow people to immerse themselves in different ways may succeed (I.E. Air B n B) - In a world driven by social media, people are forever posting snippets of their lives such as standing in front of the Eiffel Tower. In fact, 230,437 photos in Australia alone have the hashtag #holiday on Instagram. - Documenting their travels through social media is key. It also sparks inspiration for others in determining where they want to travel too. So, what are people doing that has lead to this trend?
  • 17. 3 5 Prefer to find their OWN WAY around a new place when travelling Source: Southern Cross Austereo Research Holiday Study Sept 2013So if you were thinking about WHERE you'd want to go on a holiday, which of the following things would help you decide on the destination? N= 3276
  • 18. Relaxing is what they want to experience along with a splash of adventure- a balance of the two is ideal Source: Southern Cross Austereo Research Holiday Study Sept 2013So Which of the below do you like to experience when you travel? N= 3276
  • 19. Over 1 in 4 are spending over $10,000 on their next overseas holiday 60% D i d y o u k n o w ? ? 23% of people only travel in style and stay at the best hotels. They are willing to spend on their next holiday! 50% When it comes to overseas trips, 63% of people are spending $5,000 plus on their getaways. But when looking specifically at young singles (18-34 no kids), 20% are spending over $10,000 on their next holiday! 40% 30% 20% 10% 0% Under $100 $100-$500 $500-$750 Holiday at home Long domestic holidays (over 10 days) Source: Southern Cross Austereo Research Holiday Study Sept 2013. Total spend N= 3276 $750-$1,000 $1,000-$3,000 Short breaks (overnight or weekend trips) Overseas trips $3,000-$5,000 $5,000-$10,000 Medium holidays (5-10 days away) $10,000+
  • 20. Depending on their life stage, travelling takes on a different role 18-34 year olds who don’t have kids. 30-54 year olds who have kids 0-17. 55+ years with no kids in the home They use travel as a way to They use travel as a way to They use travel as a way to ESCAPE EXPERIENCE from their day to day activities and roles the things they didn’t have the opportunity to do when they were young EXPERIENCE new things and create self worth
  • 21. Holidays are an important and highly anticipated part of many people’s lives – so much so that almost one third of people never stop thinking about taking a holiday. But how people research and plan holidays has changed, and to a degree so has what people get out of holidays. It appears holidays are becoming a new form of social currency – one only has to look at the amount of holiday related posts on social media to come across this. The internet now plays a much more holistic role in the planning of a holiday – people are not just researching accommodation after choosing location - but actively using it for ideas on the destination they would like to travel to. Travel brands that can help facilitate people’s desire to ‘do it themselves’, create their own unique holiday experiences and share these experiences are, and can be successful.
  • 22. 64% Sunshine Coast 36% Brisbane 28% Cairns 13% Other 11% Townsville 5% Stradbroke Island 5% Fraser Coast 5% Maryborough/Fraser Coast 4% Scenic Rim 3% Bundaberg 3% Rockhampton 3% Toowoomba 3% Mackay 2% Roma 1% Mt Isa 1% Kingaroy 1% Gladstone 1% Emerald 1% Gold Coast Is the primary destination those travelling to Queensland are planning on visiting Source: Southern Cross Austereo Research Holiday Study Sept 2013. And where are you planning on going in QLD? N= 174 QUEENSLAND Gold Coast
  • 23. 45% Other 24% Central Coast 16% Coffs Harbour 16% Hunter Valley 14% South Coast 12% Newcastle 12% Byron Bay 11% Port Stephens/Nelson Bay 11% Blue Mountains 10% Port Macquarie 10% Canberra 8% Canberra 8% Wollongong 7% Sydney Northern Beaches 6% Jervis Bay 5% Dubbo Orange 3% Wagga Wagga 3% Sydney 3% Albury Griffith 2% 1% Is the primary destination those travelling to NSW are planning on visiting for the holidays. Source: Southern Cross Austereo Research Holiday Study Sept 2013. And where are you planning on going in NSW? N= 146 NEW SOUTH WALES Sydney
  • 24. Melbourne 61% Other 26% 15% Mornington Peninsula 15% Lorne 10% West Gippsland 5% Mildura 4% Bendigo 4% Cape Shank 3% Shepparton/Mt Buller 3% Port Fairy 3% Bright 3% Wilson's Prom 3% Warragul 2% Melbourne Is the primary destination those travelling to VIC are planning on visiting for the holidays. Source: Southern Cross Austereo Research Holiday Study Sept 2013. And where are you planning on going in VIC? N= 116 VICTORIA Torquay
  • 25. 49% Other 33% Barossa Valley 22% Flinders Ranges 11% Mt Gambier 9% Kangaroo Island 9% McLaren Vale 9% South East beaches Clare 5% 2% ADELAIDE Is the primary destination those travelling to SA are planning on visiting for the holidays. Source: Southern Cross Austereo Research Holiday Study Sept 2013. And where are you planning on going in SA? N= 55 SOUTH AUSTRALIA Adelaide
  • 26. Perth 65% Magaret River 33% Other 21% 14% Dunsborough 14% Esperence 12% Busselton 12% Broome 12% Coral Coast 12% Kalgoorlie 12% Albany 9% Bunbury Monkey Mia 7% PERTH 7% Bridgetown 2% Is the primary destination those travelling to WA are planning on visiting for the holidays. *sample size is smaller than ideal Source: Southern Cross Austereo Research Holiday Study Sept 2013. And where are you planning on going in WA? N= 43 WESTERN AUSTRALIA Rottnest Island
  • 27. Asia 44% 30% Europe 27% New Zealand 15% Pacific Islands 14% Other South America 6% 4% ASIA Is the primary destination those travelling overseas are planning on visiting for the holidays. OVERSEAS USA Source: Southern Cross Austereo Research Holiday Study Sept 2013. Thinking about any overseas holiday you might take in the next 12 months, which region are you likely to go to for your overseas holiday? N= 937
  • 28. Prepared by Southern Cross Austereo Research For more information contact: studies@sca.com.au
  • 29. How the research was conducted The results of this survey are “INDICATIVE” ONLY. The survey was conducted by Southern Cross Austereo using its online panel nationally. The panel is obtained from our radio networks database under the labels of ‘VIP’ on the TODAY Network and ‘Music Jury’ on the MMM Network. All members of these databases would be considered listeners to these stations. The database contains about 246,000 members. The is split between the Today VIP database and the Triple M database. Approximately 20,000 of these members were invited to take part in our online community – and members of this community were asked to take part in the study. All members of this community were invited to complete the survey, and 2,748 did so. Additionally, 800 external respondents were recruited to complete the survey. Members of this database have no knowledge of Southern Cross Austereo’s involvement and aren’t necessarily listeners to either network. This report has been filtered by 18-54 year olds. Certain questions asked for an ‘essay’ or ‘verbatim’ type of response OR brands/words that first came to mind. A keyword search was used to sort and rank the responses to these questions. As it is an online survey, the respondents would be skewed towards being ‘early adopters’ for technology, ‘trend setters’ in general and likely to be a good early indication of brand leaders, trend setters and early adopters in general. These research surveys conducted by Southern Cross Austereo are done so to provide a general understanding of the opinions, interests and attitudes of the metropolitan marketplaces only.