Tom Griffiths

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Tom Griffiths

  1. 1. Tom Griffiths Founder of gapyear.com The Post GFC Budget Traveller
  2. 2. “How does ‘AUSTRALIA’ fit into the travel plans of the Post GFC Budget Traveller” Identifying the problems Finding solutions
  3. 3. PROBLEM 1: They didn’t turn up! 2010 2. The assumption that they always come!
  4. 4. 2011-12? 3. Will they always come? Is the dream over?
  5. 5. Backpacker Supply Conditions (UK: 09-10)
  6. 6. Last in First out…. And for those in jobs?
  7. 7. Ambulance chasing? Potential backpacker supply conditions were relatively strong
  8. 8. Supply changes 10-11? News from Europe….
  9. 9. Ambulance chasing? Potential backpacker supply conditions still relatively strong
  10. 10. Supply affecting factors Financial news…
  11. 11. The FACTS…
  12. 12. *NEET
  13. 13. Triggers for travel • No job • No prospects • No money • Bored • Helpless • Drifting • Need to do something positive • Need to impress friends & family [or “not to disappoint”]
  14. 14. Wants & Needs Want • A fun, positive, cash neutral travel experience Need • To stay away as long as possible • A safety net / belief that all will be ok….
  15. 15. Strengths * Most ‘dreamed of’ destination
  16. 16. Weaknesses [Or Threat?]
  17. 17. IS THE ‘AUSTRALIAN DREAM’ DEAD?
  18. 18. Is the expectation of the Australian Dream outweighing the delivery?
  19. 19. Cost comparison
  20. 20. What does £1,000 buy you? Bed nights Travel time Australia 50-75 1 month USA 60-80 1 month New Zealand 100 2 months Thailand 250 3 months Vietnam 300 3-4 months Laos 400+ 5 months + [Africa various] 400+ 5 months +
  21. 21. Job situation
  22. 22. “…its damn hard work, and i'm not living in the most exciting place ever. But its gruelling living hand to mouth and not ever being able to do fun stuff. Its hard to find work in the city and when you find it, it might only be part time or you have to put up with long hours and crap wages”
  23. 23. • Jobs • An ability to live and work in Australia for as long as possible • A great Australian experience • The ability to live the ‘Australian Dream’
  24. 24. current & future backpackers
  25. 25. Our customers | 24/7/365 ‘live’ & 100% in control Pub Bath Bed Home School / University Work Australia Greenland Restaurant Beach Church Airport Jungle Nightclub Library
  26. 26. A roaming “BUBBLE” Pub Bath Bed Home School / University Work Australia Greenland Restaurant Beach Church Airport Jungle Nightclub Library It’s always on AND… It’s always ‘on me’
  27. 27. … a roaming content consumer/provider Photos Myspace Reviews Facebook Bebo YouTube TripAdvisor Blogger Board posts Tagging WAYN Video Blogs Tweets Library Unlimited bandwidth Virtual storage Immediate upload
  28. 28. “The World of a Billion Bubbles”
  29. 29. YES
  30. 30. Pacific Islands & North America South East Asia New Zealand
  31. 31. Pacific Islands & North America South East Asia New Zealand
  32. 32. How does Australia fit in to our Post GFC traveller’s plans?
  33. 33. In part… But also issues closer to home
  34. 34. SOLUTION… Dispersal strategy? • Jobs • Volunteer work • ????? Money into tours and location, not breweries WORKING TOGETHER
  35. 35. WORKING TOGETHER
  36. 36. ?
  37. 37. ? ACTION: Improve dialogue between Australia and source markets
  38. 38. ? Singular Media Strategy
  39. 39. Agreeing the product Getting the message out
  40. 40. 25,000 jobs IN SYDNEY ALONE!!
  41. 41. Then leave it up to the communities / social networks to do the rest….
  42. 42. heyy guyss, so is it really easy to find work then? me and my friend are planning coming over in April 2011
  43. 43. Problems • Your East Coast product is letting you down • Mixed messages about jobs • Mixed messages about the ability to live and work in Australia
  44. 44. Solutions? • Understand what the Australia Product is • Get the positive messages out… • As one, singular, global strategy • STO focused [linked to jobs?] inbound strategy • Maybe even work with NZ? • One message, one voice
  45. 45. “It’s like having a party and not sending out any invites!”
  46. 46. Australia is about “Living the Dream”
  47. 47. “Living the dream”
  48. 48. Food for thought…
  49. 49. Thank you! tom@gapyear.com

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