STARRY EYED: THE NEW STAR-RATING SYSTEM Chris Pattas AAA Tourism
No-One Wins with Self-Rating2000 executives wereasked by a Business Weeksurvey:"Are you one of the top10% of performers in yourcompany?"90% said "Yes"!
8.4 MillionAuto Club Members Motoring, Travel, Insurance, Finance Where to Go? Where to Stay? What to See and Do?
How We Engage With Members Tools Inspire Motivate Directory, Search Me Me Mapping (Dream) (Interest) Deals Booking EngineShare Inform Media It Me(Opinion) (Plan) Club Channels Print Help Me Make It Website Enjoy It Easy Email (Tools) (Book) General/Social Media
Our Points Of Difference• Immediate branding • Richimagery & video of (STAR-rating) your business• Onlinecommission-free • Unique access to 8.4 bookings million Auto Club• We make your phone members ring • Destination marketing• We send travellers to • Face-to-face relationship your websites
Our Members Can & Do Travel• Nearly 5,000 RACV members responded by email in an April 2012 travel accommodation survey• Holiday within the last 12 months• At least one night accommodation
They Travel Frequently• 65% had travelled two or more times for short holidays (1-2 nights)• 57% had travelled two or more times for longer holidays (3 or more nights)• There was a growing preference for long weekend and week-long trips
Members Travel For Many Reasons• 64%involved more than one person in planning• 46% were couples• 48% were 3+ people• “To Relax” was most common reason
Our Members Travel Domestically Melbourne Victoria NSW QLD Other Aus State Overseas• 42% travelled more than 50km to outer Melbourne or Regional Victoria• 20% travelled overseas• 20% travelled to NSW or Queensland
Members Prefer Direct Contact Property by Phone Property Direct Online Property via Email Property Direct in Person Booking Website Travel Agent• 70% prefer to book directly Other with the accommodation property (phone, email, online or in person)!• Convenience (61%)• Ease (45%)• Cost (32%)• Accuracy (18%)
Members Inﬂuenced By Several Things• 90%were inﬂuenced by a property’s Star rating• 43% use printed travel guides to plan or book travel• Print helps to drive or reinforce online actions• 11% went on holiday as a result of seeing a good deal advertised
Why Star Ratings Are Important• Independent, trusted, ofﬁcial, supported• Guest ratings are not consistent• Self ratings dont have the same credibility
Today, consumers who travel have many choices. Australian accommodation providers must compete globally to remain relevant.“The sad fact is that much of Australia’s accommodation is outmoded andoutdated and Chinese visitors, in particular… are used to very modern facilitiesin their own country.There is a great challenge in Tourism to invest in the modernisation offacilities. We need to see an increase in investment to realise the potential.”Hon. Nick SherryAssistant Tourism Minister Commonwealth of Australia“The problem is a lack of consistency in 3, 4 and 5-star product. If we do wantto play genuinely globally, we need that our 3, 4 and 5-Star means 3, 4 and 5Star as it would in a lot of international countries. There are parts of Asia whowould look at some of our 4 and 5-Star properties and they would be superior.”Andrew McEvoyChief Executive Officer Tourism Australia