Byron Shire Visitor Profile and Satisfaction Survey

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1 Byron Shire Visitor Profile and Satisfaction Survey

2 Tourism Research Australia GPO Box 1564 Canberra ACT 2601 Phone: Web:

3 Table of Contents Page Background 4 The Byron Shire VPS project 5 Data collection 6 Survey sample 7 VPS benchmarks 8 Discussion of findings 10 Visitor and trip characteristics 24 Visitor profile 25 Trip planning and booking 36 Getting to and around the region 51 Staying in the region 59 Why they visited the region and were they happy 70 Reasons for visiting the region 71 What did they do in the region 85 Visitor satisfaction with the region 97 Appendix 122

4 Background

5 Byron Shire VPS project The Byron Shire Visitor Profile and Satisfaction (VPS) project was completed as part of the Destination Visitor Survey Program (DVS) run by Tourism Research Australia (part of the Department of Resources Energy and Tourism). Respondents were recruited during April, May and June Two waves of face to face recruitment were conducted in mid April during the New South Wales and Queensland school holidays (n = 400) and early June (n = 200). Both stages will be compared through the report. The research was conducted over two periods to capture peak and off-peak visitation which has resulted in two distinct visitor profiles. These differences will be discussed in the report. It should also be noted that this is a snapshot of a specific time of the year which needs to be taken into account when considering the results and in subsequent discussions and planning.

6 Data collection Recruitment survey Basic demographics Expenditure Main survey Profiling Travel paths Expectations Satisfaction Face-to face intercept interviews at selected locations Postcards left as different locations Self completion (by mail)

7 Survey sample The VPS research design tends to under-represent VFR and business visitors in the survey sample. Sample n = 342 n = 10 international n = 26 unallocated Domestic visitors n = 259 (76%) [Domestic overnight visitors n = 196 (74%)] International visitors n = 83 (24%) [International overnight visitors n = 72 (87%)] n = 62 Day visitors n = 11 Day visitors Holiday/leisure VFR Business/Other Holiday/leisure VFR Other n = 153 (78%) n = 32 (16%) n = 11 (6%) n = 62 (86%) n = 7 (10%) n = 3 (4%) NVS 3 yrs to 2010/11 (66%) NVS 3 yrs to 2010/11 (27%) NVS 3 yrs to 2010/11 (7%) IVS 3 yrs to 2010/11 (94%) IVS 3 yrs to 2010/11 (4%) IVS 3 yrs to 2010/11 (2%) NVS/IVS is for the Byron SLA

8 VPS Benchmarks Since VPS projects have been completed in Australian regional tourist destinations. Data from these projects have been collated to establish the VPS Benchmark Database. Benchmarks are the average of all (unweighted) VPS destination projects with at least 50 respondents. Only the most recent waves for each destination are included. Comparisons against VPS benchmarks are made throughout this report. The Byron Shire Benchmark Summary is available in conjunction with this report. This summary provides a full set of comparisons for Byron Shire results against the benchmarks.

9 VPS Benchmarks Additionally some data are compared with a subgroup of destinations that have similar attributes to the Byron Shire region. The subgroup includes: Batemans Bay Daylesford Macedon ranges Kingscliff/Cabarita Noosa Port Douglas Byron Shire data are included in the benchmark. Unless stated otherwise, the term benchmark refers to the benchmark for all destinations in the benchmark database. More detail on the Benchmark Summary is provided in the Appendix.

10 Discussion of findings

11 Discussion of findings Introduction The Byron Shire Visitor Profile and Satisfaction (VPS) project was completed as part of the Destination Visitor Survey Program (DVS) run by Tourism Research Australia (TRA), within the Department of Resources, Energy and Tourism. This project was undertaken by TRA in partnership with Byron Shire Council and Destination New South Wales to gain a better understanding of visitors to the region, including their motivations and satisfaction with their visit to the Byron Shire. This includes providing more reliable and detailed information on the region to assist with destination management including planning, development and marketing. The survey sample collected across two waves resulting in 58%of the sample collected in the first wave and 42% in the second wave.

12 Discussion of findings Visitor and trip characteristics The key characteristics of the survey sample were as follows: The majority of visitors (80%) visited the region for holiday/leisure purposes (includes travel for entertainment), with 15% visiting friends and/or relatives (VFR). The highest proportion of visitors was in the family life stage (39%), with a further 18% in the older working singles/couples life stage, 16% in the young/midlife singles with no children life stage and 15% in the young/midlife couples with no kids life stage. The proportion in the young/midlife and family life stages were above the VPS benchmarks. There were three distinct travel parties 35% travelled with their partner, 30% with their friends and/or relatives and 26% with their immediate families. Three quarters (76%) of visitors were travelling domestically. About 44% of domestic visitors were from Queensland, 32% from New South Wales and 17% from Victoria. The highest proportions of international visitors were from New Zealand (18%), North America (16%), UK (16%), Scandinavia (10%) and Germany (9%). Comparing waves, the higher proportion of visitors in Wave 1 were in the family life stage (42%) with visitors travelling with their friends and/or relatives (32%), immediate family (29%) or partner (28%). In contrast the highest proportion of visitors in Wave 2 were in the older working/non working life stages (41%) and 45% were travelling with their partner.

13 Discussion of findings Visitor and trip characteristics cont. About seven in ten visitors (71%) were repeat visitors a similar proportion to the VPS benchmark. There was a slightly higher proportion of repeat visitors in Wave 2 (74%) compared with Wave 1 (69%). A third of all visitors planned more than three months in advance, with 20% planning one to three months in advance. This was driven by Wave 1 visitors with 37% booking more than three months in advance compared with 26% for Wave 2. The internet was the most popular information source with 65% using the internet to obtain information for their trip. About 36% used the internet only for information and 29% used it in combination with other sources like travel guide books and visitor information centres. The internet was also the most popular source for booking with 51% of visitors booking online. Accommodation operator sites, third party accommodation sites and airline sites were the most common sites used for information and booking. Accommodation operator sites were considered the most useful.

14 Discussion of findings Visitor and trip characteristics cont. Seventy two percent of visitors to the region were self drive, with 15% travelling by air transport and 11% by bus or coach. More than a third (36%) of international visitors travelled to the region by bus/coach. About 79% of visitor stopped overnight in the Byron Shire and 21% were on a day visit. A higher proportion of visitors in Wave 1 were on an overnight trip (86%) compared with Wave 2 (68%). Overnight visitors in Wave 1 also stayed longer (median = four nights) than those in Wave 2 (median = two nights). The median number of stops in the region was two - 90% of visitors stopped in Byron Bay, 32% in Bangalow, 31% in Brunswick Heads and 28% in Mullumbimby. The highest proportion of visitors who stopped in these towns stopped on a day trip, with the exception of Byron Bay. Nearly all visitors (96%) who stopped overnight in the region only stopped in one town in the region with 70% of overnight stops in the region in Byron Bay. Over a fifth of visitors (23%) stayed in a rented house/apartment, 21% in a commercial caravan or camping ground and 18% in a backpackers the proportions in a rented house/apartment and backpackers were greater than the VPS benchmarks.

15 Discussion of findings Motivations for visiting the Byron Shire The most common reasons for choosing to visit the Byron Shire were: the variety of things to see and do (30%) because it s a great place for a family holiday (23%), because it s a great place to holiday with friends (23%) because it s a great place to spend time with your partner (21%) The single most important reason was to visit specific attractions (29%). Comparing the main reasons between waves, the main reason for visiting the region for Wave 1 visitors was because it s a great place for a family holiday with a significantly higher proportion visiting the region for that reason (29% compared with 15% in Wave 2). In contrast the main reason for visiting for Wave 2 visitors was the variety of things to see and do (35% compared with 26% for Wave 1).

16 Discussion of findings Motivations for visiting the Byron Shire cont. The majority of visitors to the Byron Shire expected a range of experiences, with visitors expectations for these experiences similar to or above the VPS benchmarks. This included: Relaxation and rejuvenation (88%; 12 percentage points above the VPS benchmark) Spend quality time with partner/family/friends (87%; 15 points above) Nature based experiences (80%; 23 points above) Tour around and explore (79%; 3 points above) Market experience (66%; not benchmarked) Food and wine experience (63%; 18 points above) Surfing experience (61%; not benchmarked) Good shopping (58%; 22 points above) Enjoyable entertainment and night life (56%; 36 points above) Discover and learn something new (54%; 1 point below) An adventure (54%; 8 points above) Experience arts or culture (54%; 17 points above) Luxury and indulgence (51%; 12 points above)

17 Discussion of findings Motivations for visiting the Byron Shire cont. Just under half of visitors (46%) also expected something for the kids to enjoy, 14 points above the VPS benchmark. Comparing waves, although the proportion of visitors expecting many of the experiences were higher in Wave 2 than Wave 1, the differences were not significant. The exception was a market experience with 77% of Wave 2 visitors expecting this experience compared with 58% in Wave 1. The only experience where expectations were better than expected when compared with the VPS benchmark was enjoyable nightlife and entertainment. In regions with high proportions of repeat visitors, it is generally harder to exceed expectations. The motivations and expectation of the Byron Shire were reflected in the activities visitors undertook while in the region. The top five activities were general sightseeing (79%), going to the beach (76%), eating out (76%), going shopping (65%) and going to the markets (54%); with the proportion of visitors undertaking these activities greater than the VPS benchmarks. A higher proportion of visitors also visited friends and relatives (26%) and undertook water activities (17%) compared with the benchmarks. There were no significant differences in these activities between waves.

18 Discussion of findings Satisfaction with the Byron Shire The figure below shows where the Byron Shire ranks in overall satisfaction compared to all other participating VPS destinations. About 44% of visitors were very satisfied with the Byron Shire, seven points below the VPS benchmark of 51%. When comparing both waves, 46% of Wave 2 visitors were very satisfied compared with 42% of Wave 1 visitors.

19 Discussion of findings Satisfaction with the Byron Shire cont. When comparing NET ( Very satisfied and Fairly satisfied combined) satisfaction between VPS destinations, the result for the Byron Shire is much more positive. About 87% of visitors were satisfied with their visit to the Byron Shire, a similar proportion to the VPS benchmark (86%). A statistical analysis showed there were three key drivers of overall satisfaction: Local atmosphere (89% NET satisfied; 57% very satisfied) Variety of things to see and do (86%; 45%) Attractions (80%; 38%) With the exception of local atmosphere, the proportions for each key driver were similar to or less than the VPS benchmarks for NET satisfied and very satisfied. The only other attributes where there were a higher proportion of visitors satisfied compared with the VPS benchmarks were food and beverage and entertainment/nightlife.

20 Discussion of findings Satisfaction with the Byron Shire cont. There were a number of functional attributes of the trip that scored below the VPS benchmarks in terms of satisfaction including attractions, commercial accommodation, customer service, friendliness of the locals, information services, local transport, parking, personal safety and security, public toilets, roads, signage, tours and value for money. There were four attributes particularly that had high levels of dissatisfaction with open ended comments highlighting some issues. These included: parking 27% dissatisfied issues were noted around the cost of parking, lack of parking and signage about parking level of local traffic in Byron Bay 25% dissatisfied issues were mainly around traffic congestion in Byron Bay in general public toilets 17% dissatisfied issues were mainly around the cleanliness of the toilets local roads 15% dissatisfied issues were noted around the general state of the roads

21 Discussion of findings Satisfaction with the Byron Shire cont. Overall, the survey results show that visitors were generally happy with the local atmosphere in the Byron Shire. The region offers a variety of things to see and do including a range of experiences around the beach and natural environment, good shopping and markets, great food and enjoyable nightlife and entertainment. These experiences along with it being a great place to relax, indulge and spend time with others were the main motivators for visiting the region. Recommendations Despite the reasonable overall satisfaction score, there is clearly scope to improve offerings (including quality) around a range of experiences and attributes. This is particularly important if the region s focus is to attract more first-time visitors to the region. The local industry should consider diversifying, reinvigorating and developing their products and services so as to remain competitive both domestically and internationally. The following recommendations are made for further consideration to assist the local industry with improving the region s productive capacity.

22 Discussion of findings Recommendations cont. 1. Stimulating consumer demand A key strength of the Byron Shire is the variety of things to see and do due to the vast range of experiences on offer in the region. This should be taken into consideration when marketing the region and increasing both first time and repeat visitation. 2. Improving product and service delivery The internet is a key source for information and for booking before a visitors trip. The local industry should be encouraged to become more proficient in digital marketing and distribution, ensuring visitors can access information on the region easily online. Encouraging visitors to disperse across the entire region is very important, with improved visitor information services, signage and roads one way of achieving this. Delivering quality tourism experiences is more than just delivery of the tourism product. The delivery needs to encompass all factors that contribute to the whole visitor experience including accessibility, supporting infrastructure, services and amenities, quality service delivery as well as the natural or urban environment.

23 Discussion of findings Recommendations cont. 3. Product development and diversification There is a wide range of experiences on offer in the region around nature, food and wine and art and culture (including things for the kids to do). This gives visitors the opportunity to relax, indulge and spend time with others. Future tourism development aimed at these experiences should be sympathetic to the key characteristics of the region. Consider adapting tourism products and experiences to respond to the ever changing competitive environment particularly around changing consumer attitudes and travel behaviour.

24 Visitor and trip characteristics

25 Visitor profile (during the survey period) Trip purpose Age Life stage Travel party Origin

26 Eight in ten visitors were in the region for holiday/leisure purposes Holidays/leisure/relaxation/getting away 74% Visiting friends/relatives 15% Entertainment/attending a special event Sport Shopping Work or business Conferences/exhibitions/conventions/trade fairs Other 4% 1% 1% 1% 1% 4% The proportion of holiday visitors including those in the region for entertainment, sport and shopping, was below the subgroup benchmark. 0% 20% 40% 60% 80% Base = 341 Purpose Byron Subgroup All Holiday 80% -5% 3% Visiting friends and relatives 15% 5% 2% Business 2% -1% -3% Other 4% 0% -2% What was the main purpose of the trip?

27 Three quarters of visitors were less than 54 years 15 to 24 years 6% 11% 25 to 34 years 35 to 44 years 45 to 54 years 14% 20% 19% 17% 21% 26% Visitors to the Byron Shire tended to be younger in age compared with the benchmarks. 24% were 54 years or older compared with 42% for the VPS benchmark 55 to 64 years 15% 25% 65 years or over 9% 17% 0% 5% 10% 15% 20% 25% 30% Byron Shire Benchmark Base = 341 What is your age?

28 The highest proportion of visitors was in the family life stage Young/midlife single with no kids 9% 16% Young/midlife couple with no kids Family 15% 12% 33% 39% The proportions in the young/midlife single and family life stages were greater than the sub group and VPS benchmarks. Older working single/couple Older non working single/couple 11% 18% 19% 27% The proportion in the older non working life stage was less than both the sub group and VPS benchmarks. 0% 20% 40% Byron Shire Benchmark Base = 271 Life Stage Byron Subgroup All Young/midlife single 16% 8% 7% Young/midlife couple 15% 0% 3% Family 39% 5% 7% Older working 18% -1% -1% Older not working. 11% -12% -16% Derived variable from demographic questions

29 The highest proportion of visitors travelled as a couple Partner 35% 44% Friends and/or relatives Immediate family No one else (alone) Other 8% 7% 1% 5% 30% 20% 26% 23% The proportion travelling as a couple was less than both the sub group and VPS benchmarks. The proportion travelling with friends and/or relatives was higher than both the sub group and VPS benchmarks. 0% 10% 20% 30% 40% 50% Byron Shire Benchmark Travel Party Byron Subgroup All Alone 8% 2% 0% Couple 35% -13% -9% Family 26% 1% 2% Friends or relatives 30% 11% 10% Other 1% -2% -4% Base = 342 How would you describe your travel party, that is, all persons with whom you directly travelled and shared most expenses? Travelled with...

30 Three quarters of visitors were domestic visitors 24% of visitors were international visitors, 10 points higher than the sub group benchmark and 13 points higher than the VPS benchmark. The highest proportion of international visitors were from New Zealand (18%), USA/Canada (16%), UK (16%), Scandinavia (10%) and Germany (9%). The highest proportion of domestic visitors were from Queensland (44%) and New South Wales (32%). Base = 258 In which State or Territory do you reside? What is your home postcode

31 Day versus overnight visitor A higher proportion of day visitors to Byron Shire were: travelling with friends and/or family and were from interstate than overnight visitors. A higher proportion of overnight visitors were international visitors or travelling from intrastate than day visitors. Purpose Life stage Travel party Origin Day visit (21%) Holiday/leisure 78% VFR 16% (n = 73) Family 38% Young/midlife singles/couples 29% Older working/non working 33% (n = 58) Friends and/or relatives 37% Immediate family 26% Partner 33% (n = 73) Domestic 85% (n = 73) Intrastate 23% (n = 62) Overnight visit (79%) Holiday/leisure 80% VFR 15% (n = 268) Family 40% Young/midlife singles/couples 32% Older working/non working 28% (n = 212) Friends and/or relatives 28% Immediate family 26% Partner 35% (n = 268) Domestic 73% (n = 268) Intrastate 35% (n = 195)

32 Domestic versus international visitors A higher proportion of domestic visitors to Byron Shire were: travelling to the region to visit friends and/or relatives, were in the family or older life stages and travelled with their immediate family than international visitors. A higher proportion of international visitors were: travelling to the region for holiday/leisure purposes, were in the young/midlife life stages and were travelling alone than domestic visitors. Purpose Life stage Travel party Domestic visitor (76%) Holiday/leisure 77% VFR 17% (n = 258) Family 46% Young/midlife singles/couples 22% Older working/non working 32% (n = 206) Friends and/or relatives 29% Immediate family 29% Partner 37% (n = 259) International visitor (24%) Holiday/leisure 88% VFR 8% (n = 83) Family 18% Young/midlife singles/couples 60% Older working/non working 22% (n = 65) Friends and/or relatives 34% Immediate family 14% Partner 30% Alone 18% (n = 83)

33 Wave 1 versus wave 2 visitors A higher proportion of wave 1 visitors to Byron Shire were: in the family life stage and travelling in a group with their family or other friends and/or relatives than wave 2 visitors. A higher proportion of wave 2 visitors were: in the older working/non working life stages and travelling with their partner than wave 1 visitors. Purpose Life stage Travel party Origin Wave 1 (April/May) (58%) Holiday/leisure 79% VFR 16% (n = 196) Family 42% Young/midlife singles/couples 33% Older working/non working 25% (n = 193) Friends and/or relatives 32% Immediate family 29% Partner 28% (n = 197) Domestic 75% (n = 197) Intrastate 34% (n = 146) Wave 2 (May/June) (42%) Holiday/leisure 81% VFR 13% (n = 145) Family 32% Young/midlife singles/couples 27% Older working/non working 41% (n = 78) Friends and/or relatives 27% Immediate family 21% Partner 45% (n = 145) Domestic 77% (n = 145) Intrastate 29% (n = 112)

34 Summary Four in five visitors (80%) travelled to the region for holiday/leisure purposes and 15% to visit friends and relatives (VFR). The proportion of VFR visitors was greater than the sub group benchmark and was driven by a higher proportion of domestic visitors (17%) than international visitors (8%). Three quarters of visitors (76%) were less than 54 years. This was a higher proportion than the VPS benchmark. About 39% were in the family life stage, a higher proportion than the sub group and VPS benchmarks. This was driven by domestic visitors (46%, compared with 18% for international visitors) and those visiting the region in April/May 2011 (42%, compared with 32% during May/June), over the Easter school holiday period. About 56% of visitors in the family life stage travelled with their immediate family, with a further 23% travelling in a group with friends and /or relatives and 19% travelling just with their partner The proportion in the young/midlife singles with no kids life stage (16%) was above the sub group and VPS benchmarks and the proportion in the young/midlife couples with no kids life stage (15%) was similar to the benchmarks. This was driven by international visitors (60%).

35 Summary The highest proportion of visitors (35%) travelled with their partner, a lower proportion than the sub group and VPS benchmarks. The proportion travelling with their partner was higher in May/June (45%) compared with April/May (28%). Visitors were more likely to travel in a group with their friends and/or family (30%) than the sub group and VPS benchmarks. This was driven by day visitors (37% compared with 28% for overnight visitors). Visitors travelling with their immediate family were more likely to be domestic visitors (29%) than international visitors (14%). Three quarters of visitors (76%) were domestic visitors, mainly from Queensland (44% of domestic visitors) and New South Wales (32%). A quarter of visitors (24%) were international visitors, higher than the sub group and VPS benchmarks. The highest proportion of international visitors were from New Zealand (18%), USA/Canada (16%), UK (16%), Scandinavia (10%) and Germany (9%).

36 Trip planning and booking Past visitation Planning period Information sources Booking information

37 Seven in ten visitors were repeat visitors Median = 1 time Median = 3 times 29% 100% 80% 8% 3% 11% 25% 71% First (Benchmark = 32%) Return (Benchmark = 68%) Base = % 40% 20% 0% 20% 58% Past 12 months 11% 18% 23% 23% Past 3 years The proportion of repeat visitors is four points above the subgroup benchmark. 1 (This visit only) 2 times 3 times 4 to 5 times More than 5 times Base = 243 Base = 243 Was this the first time you had visited the Byron Shire including both day trips and overnight trips? How many times have you visited the Byron Shire, including both day trips and overnight trips

38 More than half of visitors planned more than one month in advance On the road/day just before I/we set out On the day just before I/we set out 9% 8% 7% 7% During the week before About 2 to 3 weeks before About 1 month to 3 months before 14% 14% 17% 15% 20% 25% More than 3 months before 33% 30% Byron Shire 0% 10% 20% 30% 40% Benchmark Trip Planning Byron Subgroup All On the road 9% 3% 1% In the month before 38% 0% 2% 1 to 3 months 20% -4% -5% More than 3 months 33% 1% 2% Base = 337 When was the decision made to visit the Byron Shire?

39 About two thirds of visitors used the internet for information The internet (Online) 65% Been there before 45% Friends or relatives Travel book, guide or brochure (Not online) The local visitor information centre after I arrived Tourist office/visitor information centre (Not online) 11% 11% 18% 40% The proportion who used the internet, previous visits and friends or relatives was higher than the subgroup and VPS benchmarks.. Travel agent (Not online) Real estate agent for holiday house/unit letting Advertising/travel articles or documentaries The local visitor information centre before I arrived Motoring associations Other None 7% 4% 4% 3% 3% 1% 7% Information Sources - Non internet Byron Subgroup All No information sources used 7% -3% -2% Travel agents 7% 0% 0% Tourist offices/visitor Information Centres 19% 7% -1% Travel books, guides or brochures 18% -2% -9% Motoring associations 3% -3% -7% Advertising /articles/ documentaries 4% -2% -4% Friends or relatives 40% 11% 9% Been there before 45% 4% 7% No internet sites used 35% -20% -24% Note: 65% used the internet which is 20 points above the sub group benchmark and 24 points above the VPS benchmark. 0% 10% 20% 30% 40% 50% 60% 70% Base = 341 Which of the following did you use to obtain information for this trip to the Byron Shire?

40 Nearly four in ten visitors only used the internet for information No research Friends, relatives, been there before Internet only Non internet only 7% 9% 8% 20% 23% 19% 26% 36% The proportion who used the internet only was 17 points more than the VPS benchmark. In contrast those who used noninternet sources only like travel guides and visitor information centres was 18 points less than the VPS benchmark. Combination 24% 29% 0% 10% 20% 30% 40% Byron Shire Benchmark Note: Friends, relatives, been there before may be used in combination with other categories (excludes No research ) Base = 341 Derived variable

41 More than half of visitors who used the internet for information used accommodation operator sites Accommodation operator sites 3rd party accommodation sites Airline company sites Offical Government and Tourism sites Testimonial sites 16% 22% 30% 36% 53% The proportion who used most types of internet sites for information was above or similar to the sub group and VPS benchmarks. The exceptions were third party accommodation sites and official government or tourism sites which were below the sub group benchmarks. Travel Guide sites 15% Car hire company sites 3rd party airline sites 3rd party car hire sites Travel agency sites Other type of sites 7% 6% 5% 7% 14% Information Sources - Internet sites Byron Subgroup All Airline company sites 30% 28% 16% 3rd party airline sites 7% 7% 3% Car hire company sites 14% 12% 8% 3rd party car hire sites 6% 5% 4% Accommodation company sites 53% 19% 10% 3rd party accommodation sites 36% -4% 12% Travel agency sites 5% 2% 2% Offical Government and tourism sites 22% -23% 0% Travel guide sites 15% 9% 4% Testimonial sites 16% 9% 7% 0% 10% 20% 30% 40% 50% 60% Base = 198 Other sites included search engines like Google and Google maps. You mentioned that you used the internet for research. What are the type of websites you went to?

42 About half of visitors made bookings through the internet The internet (Online) 51% Travel agent (Not online) Real estate agent for holiday house/unit letting Tourist office/visitor information centre (Not online) The local visitor information centre after I arrived The local visitor information centre before I arrived Motoring Associations 6% 3% 2% 2% 1% 0.3% The proportion who made bookings on the internet was 5 points above the VPS benchmark. Other bookings were mainly phone bookings. Other 12% None 32% 0% 10% 20% 30% 40% 50% 60% Base = 311 Prior Bookings - Non internet Byron Subgroup All No prior bookings made 32% 4% -5% Travel Agents 6% -2% -5% Tourist offices/visitor Information Centres 4% 1% -1% Motoring associations 0% -1% -2% No prior bookings made on internet 49% 1% -5% Note: 51% used the internet for bookings which is 1 point above the sub group benchmark and 5 points above the VPS benchmark. Which of the following did you use to make bookings for this trip to the Byron Shire?

43 Accommodation operator sites were the most common sites used for bookings Accommodation operator sites 49% 3rd party accommodation sites 39% Airline company sites 39% Car hire company sites 17% Travel Guide sites Testimonial sites 3rd party airline sites Offical Government and Tourism sites 3rd party car hire sites Travel agency sites 3% 10% 9% 8% 7% 7% Prior bookings - Internet sites Byron Subgroup All Airline company sites 39% 35% 17% 3rd party airline sites 8% 8% 4% Car hire company sites 17% 12% 8% 3rd party car hire sites 7% 7% 5% Accommodation company sites 49% 20% 1% 3rd party accommodation sites 39% -21% 11% Travel agency sites 3% 3% 0% Offical Government and tourism sites 7% -3% -4% Travel guide sites 10% 10% 5% Testimonial sites 9% 9% 5% Other type of sites 8% 0% 10% 20% 30% 40% 50% Base = 157 The proportion who used most types of internet sites for bookings was above or similar to the sub group and VPS benchmarks. The exceptions were third party accommodation sites which was below the sub group benchmark and official government or tourism sites which was below the VPS benchmark. Other sites included coach sites. You mentioned that you used the internet for booking. What are the type of websites you went to?

44 was the most popular specific website used bay.com 28% 24% 14% 8% 4% 4% 3% 2% 2% 1% 0.5% 51% 57% 62% 78% 79% 72% 81% 82% 82% 83% 85% 21% 19% 25% 14% 16% 24% 16% 16% 16% 15% 15% n = 222 n = 223 n = 222 n = 223 n = 223 n = 222 n = 222 n = 222 n = 224 n = 222 n = 222 0% 20% 40% 60% 80% 100% Yes No Don't know Did you use any of the following specific websites prior to your trip to the Byron Shire?

45 Accommodation operator sites were most useful Accommodation operator sites Airline company sites 3rd party accommodation sites Travel Guide sites bay.com Testimonial sites Offical Government and Tourism sites 3rd party airline sites Car hire company sites Travel agency sites 3rd party car hire sites Other type of sites 3% 1% 1% 1% 1% 1% 0.5% 0.5% 0.5% 7% 6% 5% 5% 5% 9% 14% 18% 23% Although respondents were not asked specifically for the other sites they found most useful, the response correlates with the other sites chosen for information. That is Google. 0% 5% 10% 15% 20% 25% Base = 222 Of the websites you used prior to your trip to the Byron Shire, which did you find most useful?

46 Day versus overnight visitor A higher proportion of day visitors to Byron Shire had a shorter planning period for their trip, used their friends, relatives and previous visits as an information source and made no bookings compared with overnight visitors. A higher proportion of overnight visitors had longer planning periods and used the internet as an information or booking source compared with day visitors. Accommodation operator and third party accommodation sites were the most common sites used. Repeat visitor Trip planning Information sources Booking sources Day visit (21%) 75% (n = 73) 2-3 weeks before 17% During the week before 34% On the day before 21% While on the road 15% (n = 71) Friends, relatives, been there before 40% Internet only 23% (n = 73) Internet 8% No bookings made 89% (n = 61) Overnight visit (79%) 70% (n = 267) More than 3 months before 40% 1-3 months before 23% 2-3 weeks before 17% (n = 265) Internet only 39% Internet and non-internet sources 34% (n = 267) Internet 61% No bookings made 18% (n = 249)

47 Domestic versus international visitors A higher proportion of domestic visitors to Byron Shire were: repeat visitors and used their friends, relatives and previous visits as an information source compared with international visitors. A higher proportion of international visitors were: first time visitors and used a combination of internet and noninternet sources compared with domestic visitors. Repeat visitor Trip planning Information sources Booking sources Domestic visitor (24%) 86% (n = 258) More than 3 months before 34% 1-3 months before 20% 2-3 weeks before 16% (n = 254) Friends, relatives, been there before 22% Internet only 38% Internet and non-internet sources 27% (n = 258) Internet 52% No bookings made 30% (n = 230) International visitor (76%) 27% (n = 83) More than 3 months before 29% 1-3 months before 20% 2-3 weeks before 18% (n = 83) Internet only 30% Internet and non-internet sources 36% (n = 83) Internet 47% No bookings made 35% (n = 81)

48 Wave 1 versus wave 2 visitors A higher proportion of wave 1 visitors to Byron Shire had a longer planning period for their trip than wave 2 visitors. A higher proportion of wave 2 visitors had a shorter planning period and did not make any bookings compared with wave 1 visitors. Repeat visitor Trip planning Information sources Booking sources Wave 1 (April/May) (58%) 69% (n = 196) More than 3 months before 37% 1-3 months before 23% 2-3 weeks before 14% (n = 196) Internet only 38% Internet and non-internet sources 30% Friends, relatives, been there before 20% (n = 196) Internet 53% No bookings made 27% (n = 180) Wave 2 (May/June) (42%) 74% (n = 145) More than 3 months before 26% 1-3 months before 16% 2-3 weeks before 21% (n = 141) Internet only 34% Internet and non-internet sources 29% Friends, relatives, been there before 20% (n = 145) Internet 47% No bookings made 38% (n = 131)

49 Summary Seven in ten visitors (71%) were repeat visitors. This result was driven by domestic visitors with 86% of domestic visitors repeat visitors compared with 27% for international visitors. About 20% of visitors planned their trip one to three months in advance and 33% planned in more than three months ahead. The relatively long trip planning period was drive by overnight visitors (63% planned more than a month in advance) and those surveyed during April/May over the school holiday period (60% planned more than a month in advance). The internet (65%), previous visits (45%) and friends and/or relatives (40%) were the main sources of information. The proportion who used these information sources were above the sub group and VPS benchmarks. Over a third of visitors (36%) used the internet only for information, 29% used the internet in combination with other sources like guide books and 20% only used their friends or relatives and previous visits. The proportion of visitors who used a combination of sources was driven by international visitors (36%) and those only using friends or relatives or previous visits was driven by day visitors (40%) and domestic visitors (22%). Accommodation operator sites (53%), third party accommodation sites (36%) and airline company sites (30%) were the most common sites used for information. As expected, a higher proportion of overnight visitors to used these sites than day visitors.

50 Summary The internet was the most common source used for bookings with 51% of visitors making bookings through the internet. A higher proportion of overnight visitors (61%) used the internet for bookings than day visitors. A third of visitors (32%) did not make any bookings. A higher proportion of day visitors (89%) and those surveyed in May/June (38%) did not make any bookings. Accommodation operator sites (49% of those who made a booking), third party accommodation operator sites (39%) and airline sites (39%) were the most popular sites for bookings. In terms of specific regional websites, was the most common site used with 28% saying they visited the site prior to their trip. Around a fifth of visitors did not know if they visited many of the specific websites listed. Accommodation operator sites (23%), airline sites (18%) and third party accommodation operator sites (14%) were considered the most useful sites.

51 Getting to and around the Byron Shire Transport used Routes taken in and out Locations visited

52 Seven in ten visitors were self drive Private/own vehicle 58% Air transport Rented/hire vehicle 15% 14% The proportion who were self drive was 8 points below the sub group benchmark and 7 points below the VPS benchmark. Bus/coach Railway 1% 11% 36% of international visitors used a bus/coach. All of those who arrived by air transport were overnight visitors. Other 0.3% 0% 10% 20% 30% 40% 50% 60% Other Characteristics Self drive 72% -8% -7% Air travel 15% 3% 2% Base = 342 What was the main form of transport that you used to get to the Byron Shire?

53 Routes used to get to the Byron Shire Base = 179 Which route did you mainly travel to get to the Byron Shire?

54 Routes used to leave the Byron Shire Base = 187 Which route did you mainly travel to leave the Byron Shire?

55 Towns visited during trip towns stopped at Median Stops = 2 stops Byron Bay was the most popular stop 90% of visitors stopped in Byron Bay. Base = 341 On this trip which, if any, of the following towns did you visit?

56 Towns visited during trip day visit Median Number of Day Stops = 2 stops Most towns except Byron Bay were stopped at were for a day visit 40% of those who stopped in Byron Bay stopped for a day visit. Percentages are expressed as the percentage of all visits (day and overnight) to each town. Bases: *Small base. On this trip which, if any, of the following towns did you visit?

57 Towns visited during trip stopped overnight Median Number of Overnight Stops = 1 stop 96% of visitors who stopped overnight only stopped overnight in one town. 60% of visitors to Byron Bay stopped overnight 79% of overnights stops in the region were in Byron Bay, with a further 12% in Brunswick Heads. Percentages are expressed as the percentage of all visits (day and overnight) to each town. Bases: *Small base. On this trip which, if any, of the following towns did you visit?

58 Summary The majority of visitors were self drive (72%), 8 points below the sub group benchmark and 7 points below the VPS benchmark. About 15% of visitors travelled by air and a further 11% by bus/coach. About 36% of international visitors travelled by bus/coach to the region. About 48% travelled to the Byron Shire via Bangalow Road and 40% on Ewingsdale Road. They were also the main roads to leave the Byron Shire with 47% leaving via Bangalow Road and 42% via Ewingsdale Road. The median number of stops in the region was two stops 40% of visitors stopped in only one town, 20% stopped in two towns, 13% stopped in three towns and 11% in four towns. The most popular stops in the region were Byron Bay (90%), Bangalow (32%), Brunswick heads (31%) and Mullumbimby (28%). With the exception of Byron Bay, the majority of visitors to all towns stopped for a day trip. The most common overnight stops were Byron Bay (79% of overnight stops in the region) and Brunswick Heads (12%).

59 Staying in the Byron Shire Length of stay Accommodation used Profile of different accommodation users Expenditure

60 Eight in ten visitors stayed in the region overnight Length of Stay Byron Subgroup All Day Trip 21% 6% -6% Overnight 79% -6% 6% 100% Median = 3 nights Median = 7 nights 80% 60% 21% 37% 54% The proportion in the region overnight was 6 points below the sub group benchmark and 6 points above the VPS benchmark. 40% 16% 21% 20% 17% 10% 0% 9% 11% 5% Nights in Byron Shire Nights for entire trip 1 night 2 nights 3 nights 4 to 7 nights More than 7 nights How many nights did you stay in the Byron Shire during this trip? Base = 268 Base = 292 In total, how many nights did you stay away from home for your entire trip?

61 The highest proportions of visitors stayed in a rented house/apartment or a commercial caravan or camping ground Rented house/apartment/unit/holiday flat Caravan park or commercial camping ground 10% 23% 21% 24% Backpacker/visitor hostel Friends or relatives property (no payment required) Luxury hotel/luxury resort (4 or 5 star) Standard hotel/motel/motor inn/resort (below 4 star) 5% 8% 7% 13% 12% 12% 18% 20% The proportions who stayed in a rented house/apartment and a backpackers were above the VPS benchmarks. Serviced apartment 4% 4% Guest house/bed and Breakfast Own property (e.g. holiday house) Caravan or camping by side of road, on private property Other 2% 1% 1% 1% 1% 4% 5% 4% 0% 5% 10% 15% 20% 25% 30% Byron Shire Benchmark Base = 268 What type of accommodation did you mainly use in the Byron Shire?

62 Day versus overnight visitor A higher proportion of day visitors to Byron Shire were self drive compared with overnight visitors. A higher proportion of overnight visitors arrived in the region by air transport or bus/coach compared with domestic visitors. Transport used Day visit (21%) Self drive 96% (n = 73) Overnight visit (79%) Self drive 66% Air transport 20% Bus/coach 13% (n = 268)

63 Domestic versus international visitors A higher proportion of domestic visitors to Byron Shire were self drive and stayed in a rented house/apartment or in a commercial caravan or camping ground compared with international visitors. A higher proportion of international visitors arrived in the region by bus/coach, stayed overnight and stayed in backpacker accommodation compared with domestic visitors. Transport used Length of stay Accommodation used Domestic visitor (76%) Self drive 80% Air transport 15% Bus/coach 3% (n = 259) Overnight visitor 76% Median = 3 nights Mean = 5 nights (n = 258) Rented house/apartment 28% Commercial caravan park 25% (n = 196) International visitor (24%) Self drive 47% Air transport 16% Bus/coach 36% (n = 83) Overnight visitor 87% Median = 3 nights Mean = 6 nights (n = 83) Backpackers 54% Commercial caravan park 11% (n = 72)

64 Wave 1 versus wave 2 visitors A higher proportion of wave 1 visitors to Byron Shire stayed overnight compared with wave2 visitors. Transport used Length of stay Accommodation used Wave 1 (April/May) (58%) Self drive 71% Air transport 16% Bus/coach 12% (n = 197) Overnight visitor 86% Median = 4 nights Mean = 6 nights (n = 196) Rented house/apartment 24% Commercial caravan park 24% Backpackers 18% (n = 169) Wave 2 (May/June) (42%) Self drive 74% Air transport 15% Bus/coach 9% (n = 145) Overnight visitor 68% Median = 2 nights Mean = 4 nights (n = 145) Rented house/apartment 21% Commercial caravan park 16% Backpackers 16% (n = 99)

65 Expenditure in the Byron Shire Overnight visitors: Expenditure per trip Overnight visitors: Expenditure per night Day visitors: Expenditure per trip $137 $134 $143 $63 $64 $63 $571 $609 $495 Day visitors spent a similar amount in wave 1 (April) compared with wave 2 (May) Overnight visitors spent a similar amount per night in wave 1 (April) compared with wave 2 (May). Overnight visitors spent more per trip in wave 1 (April) compared with wave 2 (June), due to the longer stay in April. $ $100 $200 $300 $400 $500 $600 $700 Total Wave 1 (April recruitment) Wave 2 (June recruitment) Bases: Day visitors 124; Overnight visitors 523; Median stay = 4 nights Wave 1: Day visitors 52; Overnight visitors 348; Median stay = 4 nights Wave 2: Day visitors 71; Overnight visitors 175; Median stay = 3 nights Note: From recruitment data file How much have you spent so far in the Byron Shire, including any money paid before the trip, and excluding any package expenditure? How much do you think you will spend in the Byron Shire for the remainder of your stay excluding any package expenditure?

66 The highest proportion of overnight visitor expenditure was on accommodation Accommodation Takeaways and restaurant meals Groceries Shopping, gifts and souvenirs Airfares Fuel Tours, entrance fees Other 5% 12% 9% 2% 6% 5% 3% 3% 7% 7% 18% 21% 26% 38% 39% 0% 10% 20% 30% 40% 50% Day visitor Overnight visitor Bases: Day visitors 124; Overnight visitors 523; Median stay = 4 nights Note: From recruitment data file How much have you spent so far in the Byron Shire, including any money paid before the trip, and excluding any package expenditure? How much do you think you will spend in the Byron Shire for the remainder of your stay excluding any package expenditure?

67 Day visitor expenditure by wave Takeaways and restaurant meals Shopping, gifts and souvenirs Fuel Tours, entrance fees Groceries Airfares Other 5% 1% 4% 5% 4% 4% 9% 30% 22% 18% 18% 39% 40% 0% 20% 40% 60% Bases: Wave 1 (April) 52; Wave 2 (May) 71 Note: From recruitment data file Wave 1 (April/May) Wave 2 (May/June) How much have you spent so far in the Byron Shire, including any money paid before the trip, and excluding any package expenditure? How much do you think you will spend in the Byron Shire for the remainder of your stay excluding any package expenditure?

68 Overnight visitor expenditure by wave Accommodation Takeaways and restaurant meals Groceries Shopping, gifts and souvenirs Airfares Fuel Tours, entrance fees Other 12% 12% 8% 10% 6% 5% 4% 8% 3% 4% 6% 9% 21% 22% 30% 41% 0% 20% 40% 60% Wave 1 (April/May) Wave 2 (May/June) Bases: Wave 1 (April) 348; Wave 2 (May) 175 Note: From recruitment data file How much have you spent so far in the Byron Shire, including any money paid before the trip, and excluding any package expenditure? How much do you think you will spend in the Byron Shire for the remainder of your stay excluding any package expenditure?

69 Summary About eight in ten (79%) visited the region as an overnight trip. This was driven by international visitors (87%) and those in wave 1 (86%) over the school holiday period. Of those who stayed overnight, 58% stayed more than four nights or more with the median stay four nights. Over a fifth of visitors (23%) stayed in a rented house/apartment, 21% in commercial caravan or camping grounds and 18% in a backpackers both proportions were higher than the VPS benchmarks. The proportions who stayed in a rented house/apartment and a backpackers were above the VPS benchmarks. The highest proportions of domestic visitors stayed in a rented house/apartment (28%) or a commercial caravan or camping ground (25%) whereas the highest proportion of international visitors stayed in a backpackers (54%). Domestic day visitors spent $63 on average in the Byron Shire. The majority of the expenditure was on takeaways and restaurant meals (39%) and shopping (26%). Domestic overnight visitors spent $137 per night or $571 per trip while in the Byron Shire. About 38% of the expenditure was on accommodation and 21% on takeaways and restaurant meals. A higher proportion of domestic overnight expenditure in April/May was on accommodation compared with June. Visitors in April/May stayed longer than those in June.

70 Why they visited the Byron Shire and were they happy

71 Reasons for visiting the Byron Shire Reasons for choosing destination Expectations of experiences Importance of destination attributes

72 The variety of things to see and do and spending time with others were the main reasons for visiting Byron Shire There's a variety of things to see and do 7% 30% It's a great place for a family holiday It's a great place to holiday with friends It is a great place to spend time with my partner 8% 10% 10% 21% 23% 23% It's a great place to surf 2% 18% It was recommended by friends/travel agent 11% 18% To visit a specific attraction(s) 6% 17% To experience nature 2% 14% To visit family there 10% 14% 0% 10% 20% 30% 40% Main reasons Most important reason This chart continued on next slide

73 . continued from previous slide To visit friends there It was a convenient stop over point 4% 6% 12% 13% To attend a specific event or exhibition 8% 12% It's a place that is untouched, undeveloped It's a great place to find yourself 2% 1% 9% 10% Good deals on accommodation It's a great place to come alone 1% 1% 7% 6% There were good deals on air fares To learn about the natural environment 4% 1% 2% 0.3% 0.0% 10.0% 20.0% 30.0% 40.0% Main reasons Most important reason Bases: All respondents Main Reason = 338 All respondents Most important = 335 Why did you chose the Byron Shire? Which of the following was most important in choosing the Byron Shire?

74 Reasons for visiting for day and overnight visitors Day visitors were significantly more likely to have chosen the Byron Shire to visit specific attractions than overnight visitors. Overnight visitors were significantly more likely to have chosen the Byron Shire to spend time with their family, friends or partner and because it was a great place to surf or find yourself, because it was untouched/undeveloped and because of accommodation deals than day visitors. Day visitor (More than 3 points above Overnight visitor) Overnight visitor (More than 3 points above Day visitor) No difference (Within +/- 3 points) Reasons for visiting To visit specific attractions* To experience nature Variety of things to see and do It s a great place for a family holiday* It s a great place to holiday with friends* It s a great place to spend time with my partner* It s a great place to surf* It was recommended To visit family there To visit friends there It s a place that is untouched, undeveloped* It s a great place to find yourself* Good deals on accommodation* There were good deals on airfares It was a convenient stopover To attend a specific/major event It s a great place to come alone To learn about the natural environment * Significant difference at the 95% confidence level

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