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Qantaslink Cradle Coast
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Guidance and research and your to
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Cherie Josephson
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Please direct any quer
Roy401 Collins S
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t Regional Tourism Forum 2011
o go fishing?” tools for the tourism industry ourism business
n – Roy Morgan Researchoy o ga esea c
ries to [email protected]
y Morgan ResearchStreet, Melbourne VIC 3000el: (03) 9629 6888
Roy Morgan Research
Australia’s largest independent market r
70 years of experience.
Around 1000 interviews across Australia
e
Around 1000 interviews across Australia
Roy Morgan Readership Survey – all m
redg
e
Also operating in New Zealand, United
ver y
ou Tou
“Th
Dis
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© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
research company, operating since 1941.
a every weekenda every weekend.
major Publishers and Agencies.
States, United Kingdom & Indonesia
urism and Travel Research
h h t h d h f t l d t i ”e who, what, when, and why of travel and tourism”
ublication of this data outside the client’s institution.
An increasing percentage taki
Taken a holiday in last
66%
65%
70%
Jetstar C
e
60%
y/ le
isur
e tr
ip
Australian dollar
redg
e
13%
55%
% ta
ken
holid
ay
Sep 11 SARS
dollar starts to
appreciate
ver y
ou
13%50%
Dis
cov 45%
Mar-01
Mar-02
Mar-03
Mar-04
Mar-05
Source: Roy Morgan Research, April 2000 - March 2011 (average ann
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
ing an overseas holidays since 2005
t 12 months - by destinationBase: Australians 14+
Taken a domestic holiday, 65%
25%
30%
Cronulla Riots
Taken an overseas holiday, 21%
20%
Tiger Airwarys
Riots
GFC
15%
10%
Mar-06
Mar-07
Mar-08
Mar-09
Mar-10
Mar-11
5%
nual sample size = 22,972)
ublication of this data outside the client’s institution.
Holiday Consumer Price Ind
Holiday Cons180
160
170
e
140
150
iday
pric
es
redg
e
121
106110
120
130
CPI
of h
oli
ver y
ou
90
100
Dis
cov
80
Mar-01
Mar-02
Mar-03
Mar-04
Mar-05
Source: Australian Bureau of Statistics Catalogue 6401 0 Consu
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
Source: Australian Bureau of Statistics, Catalogue 6401.0, Consu
dex
umer Price IndexBase: Australian resident households
157Domestic
138
Overseas
GFC
Mar-06
Mar-07
Mar-08
Mar-09
Mar-10
Mar-11
umer Price Index
ublication of this data outside the client’s institution.
umer Price Index
Increasing percentage woul
90%
83%
80%
xt 2
yea
rs
Would like to holiday in A
Jetstar
e 60%
70%
holid
ay in
the
nex
Sep 11
SARS Australian
redg
e
43%
50%
d lik
e to
take
a h
W ld lik t h li
dollar starts to
appreciate
ver y
ou
43%
40%% w
ould Would like to holi
Dis
cov
30%
Mar-01
Mar-02
Mar-03
Mar-04
Mar-05
Source: Roy Morgan Single Source, Holiday Tracking Survey, April 2
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
ld ‘like to’ holiday overseas
Base: Australian population aged 14+
77%
Australia in next 2 years
Cronulla Tiger
AirwarysRiots
GFC
47%id t 2 47%iday overseas next 2 yearsMar-
06
Mar-07
Mar-08
Mar-09
Mar-10
Mar-11
2000 - March 2011, n=250,695; last 12 monthly sample = 18,263
ublication of this data outside the client’s institution.
Melbourne has outperformed
Taken a domestic holiday i
Sydney
Melbourne
e NSW North Coast
Gold Coast
redg
e
Sunshine Coast
Brisbane
ver y
ou
3.6
3
Canberra
Tasmania
Dis
cov 3.0%
2.2%
0% 2% 4%
Tropical North Queensland
% taken a h
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
Source: Roy Morgan Research, April 2000 - March 2001 (n=24,508) an
other destinations
n last 12 months - by destinationB A t li 14
9.9%
8.8%
9.6%
10.2%
Base: Australians 14+
6.3%
7.8%
6.3%
8.1%
6.2%
5.7%
5.6%
6.3%
6%
.8%
4.3%
4.7%
Apr10-Mar11A 00 M 01
% 6% 8% 10% 12%
holiday/ leisure trip to destination in last 12 months
Apr00-Mar01
ublication of this data outside the client’s institution.
nd April 2010 - March 2011 (n=18,263)
Travel Agents are still No.1 infdecisions, but internet close b,
Information sources used to
50%
e 28%
38%39%
30%
40%
sou
rce
redg
e
21%20%
24%
28%
20%20%
30%
used
info
rmat
ion
ver y
ou
5%
10%
% u
Dis
cov 2%
0%
TravelAgent
Internet Friends /relatives
Beenbefore
Gubo
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
Source: Roy Morgan Research, April 2010 - March 2011 (n=12,549)
formation source for overseas travel behind
o choose last holiday destination
40%
AustraliaOverseas
Base: Australians 14+ who had a holiday or leisure trip in the last 12 months
40%
17%19%
4% 3%5% 5%
3%
9%10%
3%% 3% 2%
uideoks
Brochures Airline Advertising TVProgramsand Print
No info /can't say
ublication of this data outside the client’s institution.
and PrintArticles
Booking directly is the leading
Booking channels
55%
50%
60%
e
35%33%
30%
40%
king
cha
nnel
redg
e
16%13%
24%
20%
30%
% u
sed
book
ver y
ou 9%13%
0%
10%
Dis
cov 0%
Travel Agent Bookeddirectly -Airline
Bookeddirectly -Accom.
Boodirectly
serv
Source: Roy Morgan Research, April 2010 - March 2011 (n=12,549)
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
Source: Roy Morgan Research, April 2010 March 2011 (n 12,549)
g channel for domestic travellers
s used for last holiday Base: Australians 14+ who had a holiday or leisure trip in the last 12 months
AustraliaOverseas
Base: Australians 14+ who had a holiday or leisure trip in the last 12 months
34%
%15%
12%%9%
2%4%
12%
6%4%
8%
okedy - othervice
Online onlyagency
Tour Operator Other Can't say/didn't book
ublication of this data outside the client’s institution.
Internet is now the main meth
Booking meth
60%
70%
e
56%
45%50%
60%
o bo
ok
redg
e 37%
30%
40%
usin
g m
etho
d to
ver y
ou
12%
10%
20%
%
Dis
cov
0%
Internet In person
Source: Roy Morgan Research April 2010 - March 2011 (n=12 549)
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
Source: Roy Morgan Research, April 2010 March 2011 (n 12,549)
hod of booking a holiday
hod for last holiday
AustraliaOverseas
Base: Australians 14+ who had a holiday or leisure trip in the last 12 months
24%
37%
10%
4%
20%
2%4%
Phone Other Can't say/ didn't book
ublication of this data outside the client’s institution.
Consideration declining for Tabut visitation increased slightg
30%
25%
a Would like to holid
e
20%
15%
20%
nel f
or T
asm
ania Would like to holid
redg
e
10%
Mar
ketin
g Fu
nn
T k h lid i
ver y
ou 4%
0%
5%
Took a holiday i
Dis
cov 0%
Mar-01
Mar-02
Mar-03
Mar-04
Mar-05
Source:Roy Morgan Research Holiday Tracking Survey April 2000 - Mar
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
Source:Roy Morgan Research, Holiday Tracking Survey, April 2000 Mar
asmania since 2005, lyy
ay in Tasmania
17%
ay in Tasmania
i T i i l t 12 th
5%
in Tasmania in last 12 monthsMar-
06
Mar-07
Mar-08
Mar-09
Mar-10
Mar-11
rch 2011 average annual sample n=22 973
ublication of this data outside the client’s institution.
rch 2011, average annual sample n 22,973
Tasmania has the second high
40%
ia
New South Wales33.7%
Queensland30%
tion
for T
asm
ani
e
Victoria23.9%
Queensland
23.5%20%o
Hol
iday
Vis
itat
redg
e
South A9 1%10%om
Pre
fere
nce
to
ver y
ou
9.1%
2.3% NTa
3.8%West8.1%
10%
Con
vers
ion
fro
Dis
cov N
0%
Mar-01
Mar-02
Mar-03
Mar-04
Mar-05
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
Source:Roy Morgan Research, Holiday Tracking Survey, April 2000 - June
hest growth rate for visitation
Base: Australian population 14+ years of age
31.9%
24.5%25.9%
Australia
8.4%
2.4%Northern Territoryasmania
4.7%tern Australia 8.2%
Northern Territory
Mar-06
Mar-07
Mar-08
Mar-09
Mar-10
Mar-11
ublication of this data outside the client’s institution.
2010, n=18,263 for April 2010 - March 2011
Where are the domestic travel
Interstate residents travelling to Tasmania
ere
dge
78.3
ver y
ouD
isco
v
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
llers to Tasmania coming from?
21.7%3%Tasmanian residents travelling within Tasmania
ublication of this data outside the client’s institution.
Visitors to Tasmania by State o
0
ere
dge 5.2%
4
ver y
ouD
isco
v
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
Source: Roy Morgan Research, April 2010 – March 2011 (n=1,018)
of Origin
0.5%
13.9%
4.6%
21.1%
33 0%33.0%
21.7%
ublication of this data outside the client’s institution.
%
Consideration for Tasmania byrs
30%
35%
on in
nex
t tw
o ye
a
e
24%25%
liday
at d
estin
atio
redg
e
15%
20%
o w
ould
like
to h
ol
ver y
ou
7%
5%
10%
n co
nsid
erer
s w
ho
Dis
cov
0%Gen Z Gen Y
% o
f Tas
man
ian
Source: Roy Morgan Holiday Tracking Survey, April 2010 - March 2
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
Source: Roy Morgan Holiday Tracking Survey, April 2010 March 2
y Generation
Base: Australian population 14+ years of age who would like to holiday in Tasmania in next two years
31%
Gen Z born 1991 or later (14 – 20 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)
26%
13%
Gen X Baby Boomers Pre-Boomers
2011. Sample size: n = 3,067
ublication of this data outside the client’s institution.
2011. Sample size: n 3,067
Visitors to Tasmania by Gener
30%
35%
last
12
mon
ths
e
23%
20%
25%
Tasm
ania
in th
e l
redg
e
15%
20%
t hav
e be
en to
T
ver y
ou
7%
5%
10%
stra
lians
14+
tha
Dis
cov
0%
Gen Z Gen Y
% o
f Aus
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
Source: Roy Morgan Single Source, Holiday Tracking Survey, Ap
ration
Base: Australians 14+ who have been to Tasmania in the last 12 monthsGen Z born 1991 or later (14 – 20 years) Gen Y born 1976 – 1990 (20 – 35 years) Gen X born 1961 – 1975 (35 – 50 years)
Base: Australians14+ who have been to Tasmania in the last 12 months
29%
( y )Baby Boomers born 1946 – 1960 (50 – 65 years) Pre-boomers born 1945 or before (65 + years)
24%
17%
Gen X Baby Boomers Pre-Boomers
ublication of this data outside the client’s institution.
pril 2010 - March 2011, n=1,018
Melbourne, New Zealand, Golconsideration set of Tasmania
Other destinations considere
wo
30%28%30%
35%
tinat
ion
in n
ext t
w
e
25%
20%20%
25%
o ho
liday
at d
est
redg
e
15%
20%
who
wou
ld li
ke to
year
s
ver y
ou
5%
10%
an c
onsi
dere
rs w
Dis
cov
0%Melbourne New Zealand Gold Coast UK
% o
f Tas
man
ia
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
Source: Roy Morgan Research Single Source, April 2010 - March 2011
ld Coast, UK are key destinations within an considerers
ed by Tasmania considerers - Top 10
Base: Australian population 14+ years of age who would like to holiday in Tasmania in next two years
19%19% 18%18% 17% 16% 15%
Sydney Tropical NorthQueensland
SunshineCoast
Great OceanRoad region
Whitsundays US
ublication of this data outside the client’s institution.
sample size = 3,067
New Zealand has a stronger br
40%
Has a great variety ofdo
e 13%
18%
226%
10%
20%
30%Offers unique holidays
redg
e
18%
13%
22% 0%Has lots of unexpected things to
discover
ver y
ou 17%229%
H i t
Gives me a feeling of adventure
Dis
cov Has many intere
Source:Roy Morgan Research, Holiday Tracking Survey, April 2010
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
rand than Tasmania
T i
Base: Australian population 14+ years of age
f things to see andTasmaniaNew Zealand
15%%
19%
27% Somewhere I can have my kind of holiday
14%
16%
17%
19%
Gives me a sense of freedom
%21%
Gives me a feeling of escape
ti testing aspects
- March 2011, n=18,263
ublication of this data outside the client’s institution.
But Tasmania has strengths w
2630%
Has a great variety of do
e 13%
18%
26
10%
15%
20%
25%Offers unique holidays
redg
e
18%
13%
7%
12%
6% 80%
5%Has lots of unexpected things to
discover
ver y
ou
17%
13%
1Gives me a feeling of adventure
Dis
cov Has many interes
Source:Roy Morgan Research, Holiday Tracking Survey, April 2010
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
when compared to Victoria
Base: Australian population 14+ years of age
6%
f things to see andTasmaniaVictoria
15%15%
%
6%
Somewhere I can have my kind of holiday
14%
16%
8%
8%Gives me a sense of freedom
7% Gives me a feeling of escape
sting aspects
- March 2011, n=18,263
ublication of this data outside the client’s institution.
Tasmania’s strengths are natu
Top 10 Activities Total AustraliaTop 10 Activities – Total Australia
1. Rest & Relaxation 51%
2. Visiting Friends or Relatives 47%
e
g
3. Shopping 24%
4. Restaurants 22%
redg
e
5. Meet & Mix with other people 21%
6. Surfing / Swimming 18%
ver y
ou 7. National Parks, Forests 16%
8. Country, Wildlife, Scenery 16%
9 Beach Holiday 16%
Dis
cov 9. Beach Holiday 16%
10. Gardens, Parks 15%
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
Source: Roy Morgan Research, Holiday Tracking Survey, April 2010 – March
ure-based and heritage
Top 10 Activities TasmaniaTop 10 Activities - Tasmania
1. Rest & Relaxation 50%
2. Visiting Friends or Relatives 45%g
3. National Parks, Forests 31%
4. Country, Wildlife, Scenery 31%
5. Historical Places 28%
6. Restaurants 24%
7. Cities 23%
8. Wilderness 23%
9 Shopping 22%9. Shopping 22%
10. Bushwalking 21%
ublication of this data outside the client’s institution.
h 2011, sample size = 10,407 Australia, and 482 Tasmania
Consideration for Tasmania by
23%
28%
22%
25%25%
30%
ania
e
19%
22%
20%
holid
ay in
Tas
ma
redg
e
10%
15%
o w
ould
like
to h
ver y
ou
0%
5%% w
ho
Dis
cov 0%
Totalholiday-makers
Artstourism
Spa andwellness
Historicheritage
Adventur
Source: Roy Morgan Holiday Tracking Survey, April 2010 - March 2Caravan, motorhome, tent or cabin, n=770 Fishing/ hunting, n=252
ll 128 E t i
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
wellness, n=128 Ecotourism
y Special Interest markets
Base: Australians 14+ who have taken nominated holiday
22%22%
17%18%
21%19%
22%22%
re Fishing/hunting
Farm Stay Ecotourism Caravan,tent, etc
Golf Railway
2011. Sample size: n = 2,867 Historic heritage, n=1,303 Arts tourism, n=1,713 Adventure,n=313 Golf, n=172 Farm stay, n=135 Railway tourism, n=101 Spa and
ublication of this data outside the client’s institution.
Visitation to the Cradle Coast Rfor year ending March 2011y g
YE March 2011 37 0%
e
YE March 2011 37.0%
YE March 2010 30.8%
YE March 2009 37 6%
redg
e YE March 2009 37.6%
ver y
ouD
isco
v
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
RegionBase: domestic travellers to Tasmania
Cradle Coast Region 37.0%
Base: domestic travellers to Tasmania in the last 12 months
North West Coast (Burnie, Devonport, Stanley etc) 22.2%
West Coast (Strahan / Queenstown etc) 15.2%
Cradle Mountain 11 3%Cradle Mountain 11.3%
Other Northern Tasmania (Deloraine etc) 9.6%
Lake St Clair 5.1%
3 1%Gordon River / Franklin River
3.1%
ublication of this data outside the client’s institution.
Source: Roy Morgan Single Source, Holiday Tracking Survey, April 2010 - March 2011, n=1,018
ere
dge
ver y
ouD
isco
v
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
* Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of the
ublication of this data outside the client’s institution.
e Horizons Network
e www.RoyMorganOnlineStore.com
redg
e y g
ver y
ouD
isco
v
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or puublication of this data outside the client’s institution.
www.RoyMorganOnlineStore
ere
dge
ver y
ouD
isco
v
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
e.com/Browse/Australia/Tourism.aspx
ublication of this data outside the client’s institution.
www.tourism.tas.gov.au/rese
ere
dge
ver y
ouD
isco
v
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
earch
ublication of this data outside the client’s institution.
www.tourism.tas.gov.au/rese
ere
dge
ver y
ouD
isco
v
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
earch/webreporter
ublication of this data outside the client’s institution.
Do your own research!
ere
dge
ver y
ouD
isco
v
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or puublication of this data outside the client’s institution.
Email our team: tourism@roymorg
e
@ y g
Online Store: www.roymorganonli
redg
e y g
ver y
ouD
isco
v
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
gan.comg
nestore.com
ublication of this data outside the client’s institution.