CANADA Market Profile. Over $1bn Potential to be worth by ,000. $0.8bn. 4.8m. Overview. Aviation routes from Canada to Australia 3

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1 Market Profile Overview In 214, Canada was Australia s 13th largest inbound market for visitor arrivals, 12th largest market for total visitor expenditure and 15th for visitor nights. Over $1bn Potential to be worth by 22 Aviation routes from Canada to Australia 3 Edmonton Calgary Vancouver San Francisco Los Angeles Dallas/Fort Worth Honolulu Montreal Toronto 137, 1 Visitor arrivals (á 7 per cent) $.8bn 2 Total spend (á 11 per cent) Melbourne Brisbane Sydney Auckland 4.8m 2 Visitor nights (á 5 per cent) Which airlines 3 do Canadian visitors use to travel to Australia? 4 Airline Air Canada 3% 3% 29% 3% 27% Qantas Airways 18% 18% 19% 18% 17% Air New Zealand 1% 1% 1% 1% 1% United Airlines 12% 1% 8% 7% 6% Virgin Australia 5% 5% 5% 5% 5% Cathay Pacific 4% 5% 5% 5% 5% Jetstar 3% 3% 4% 3% 4% Emirates 2% 2% 2% 2% 3% Singapore Airlines 2% 2% 2% 3% 3% Others 13% 15% 15% 18% 19% Total 1% 1% 1% 1% 1% Jan-Mar Booking peak period Nov-Mar Travel peak period 1. Source: Department of Immigration and Border Protection as at year ending December Source: International Visitor Survey, Tourism Research Australia, December 214 quarter 3. Source: CAPA-Centre for Aviation, Tourism Australia analysis 4. Table includes direct and indirect capacity. Source: Department of Immigration and Border Protection Visitor profile 2 HOLIDAY VISITING FRIENDS AND RELATIVES BUSINESS 5,8 arrivals (42%*) 38,6 arrivals (32%*) 16,3 arrivals (13%*) $6,111 spend per trip $3,853 spend per trip $6,16 spend per trip $166 spend per night $133 spend per night $341 spend per night 34% repeat visitors 65% repeat visitors 56% repeat visitors Data refers to an average of * Refers to share of arrivals of respective purpose of visit 1 CANADA Market Profile 215

2 Market Performance The charts on this page provide a trend overview of visitor arrivals and expenditure by main purpose of visit and also the age demographic split of leisure* visitors and expenditure (based on latest 12 months data). Visitor arrivals Visitor arrivals by main purpose of visit Visitor arrivals (s) , Visitor arrivals (s) Holiday Visiting friends or relatives Business Employment Education Other Visitor expenditure Visitor expenditure by main purpose of visit Total trip spend ($bn) $.8bn Total trip spend (A$s) Holiday Visiting friends or relatives Business Employment Education Other Arrivals by age Expenditure by age 6 yrs & over 22% 6 yrs & over 2% yrs 25% yrs 32% yrs 22% yrs 38% 3 44 yrs 21% 3 44 yrs 2% * Leisure refers to main purpose of visit of holiday and visiting friends and relatives Age profile data refers to an average of Source: Department of Immigration and Border Protection International Visitor Survey, Tourism Research Australia 2 CANADA Market Profile 215

3 Aviation Landscape Canada is one of the most liberal aviation markets in the world, pursuing a blue skies (open skies) aviation policy. However, the bilateral capacity limit between Canada and Australia has been reached temporarily in the past when Air Canada operated additional services during peak periods. Talks between Australian and Canadian governments are expected in 215. Overall capacity to Australia continues to grow through interline or codeshare agreements via North Asian and New Zealand hubs, helping to facilitate Canada s highly seasonal demand. Canadians can depart to Australia from a number of cities in Canada including Vancouver, Calgary, Toronto, Edmonton, Montreal and Victoria. Through codeshare and alliance partners, Canadians have access to a number of Australian cities including Sydney, Melbourne, Brisbane, Perth, Gold Coast, Sunshine Coast, Adelaide and Cairns. More than one quarter of Canadian visitors to Australia travelled on Air Canada, with Qantas being the next most utilised airline (17 per cent), followed by Air New Zealand (1 per cent) (see chart page 1). In 214, direct capacity from Canada to Australia increased by one per cent, which was similar growth to previous years. Tourism Australia expects growth to resume in 215, up an estimated 5 to 1 per cent with Qantas recently commencing seasonal services.»» During 214 average loads were 8 per cent, down one percentage point compared to 213. Average loads are generally lower during March, April and May, with capacity tight during Australian holiday peaks of January, February, July, September and October as well as the peak Canadian snow season. 3 CANADA Market Profile 215

4 Canadian travel distribution channels are concentrated, with a few large wholesalers handling the majority of outbound travel to Australia. Online channels and mobile platforms are primarily used for research, while bookings are made through traditional channels such as retail agencies. system Wholesalers/ Large Agents Commission Level: 2% to 3% Six major wholesalers account for the majority of leisure travel to Australia, these are: Goway Travel, Boomerang Tours (also acts as a retail agent), Travel 2 (formerly Qantas Vacations), Gogo Vacations, Anderson Vacations and Air Canada Vacations. There is some momentum with wholesalers and operators adding Australian product, such as G Adventures, Kensington Travel, and Butterfield and Robinson. There are also several niche operators that play an important role such as Trufflepig Travel, Air Safaris International and Collette Canada. Canadian wholesalers and operators offer a broad range of product, for example Goway caters to older travellers, while G Adventures targets a younger, more adventurous demographic. Wholesalers in Canada are increasingly moving from group travel towards free independent travel (FIT), a shift which is being driven by consumer demand. Special Interest Canadian travellers show a willingness to pay a premium for eco-friendly travel products and services. Retail Agents Commission Level: 1% to 2% There are approximately 5, retail travel agencies in Canada. The biggest retail consortia are Ensemble, Signature Travel Network, and Vacation.com. There are several large retail chains such as: Carlton Wagonlit, Flight Centre, Merit Travel, Sears Travel, and Vision Travel. Although consumers increasingly look to online channels for researching, Canadian retail travel agencies have seen a resurgence over the past five years, particularly for niche travel. Online The Hotel Association of Canada reported that 73 per cent of Canadian leisure travellers and 86 per cent of business travellers use the internet to research and gather information before booking their travel products. To learn about destinations and conduct research, Canadians visit TripAdvisor (tripadvisor.com) or Booking.com. The most popular online travel agencies (OTAs) in Canada for booking travel are Expedia Canada (expedia.ca), Flight Network (flightnetwork.com), Hotwire (hotwire.com), and Redtag (redtag.ca). Aussie Specialists The Aussie Specialist Program (ASP) is the primary platform for Tourism Australia to train and develop front line travel sellers to best sell Australia. As at 1 May 215, there were 262 qualified Aussie Specialist agents in Canada and a further 18 agents in training. There were 12 Premier Aussie Specialists in Canada. Inbound Tour Operators Commission Level: 1% to 3%»» Inbound tour operators (ITOs) are an important part of the distribution network in Canada. There are several ITOs which specialise in servicing the Australian market. These include Goway, ATS Pacific and Qantas Holidays. 4 CANADA Market Profile 215

5 Trends The value of the Canadian dollar (CAD) declined 1 per cent in the first quarter of 214 against the USD, resulting in overseas travel becoming more expensive. The lower CAD could impact discretionary incomes and consumer confidence to spend on overseas travel. A trend has emerged with some Canadian tour operators targeting consumers directly, rather than through an intermediary, with mixed success. The smartphone is an increasingly important source to research travel. In addition, video is increasingly important, as Canadians have some of the world s highest consumption of online video content. Two major Canadian airlines launched their own vacation departments in 212; Westjet Vacations and Porter Escapes. Planning and purchasing travel As three-quarters of Canada s population lives within approximately 16 kilometres of the Canada-USA border, many opt to depart on overseas trips from airports within the USA. One survey showed that as many as 21 per cent of travellers go by car or bus to the USA to catch their outbound international flights, equating to 2.3 million trips from US airports in 213. The outlook for outbound overseas travel remains strong. According to 213 statistics by the UNWTO, Canada ranked 7th in the world for tourism expenditure, at US35.1 billion. In per capita spend, Canadians rank third in the world, with $1,7 per person, below only Germans and Australians. Canadian consumers prefer to prearrange many of the optional components of their Australian holiday. They are very independent and resourceful travellers, feeling they will get better value with a customised itinerary compared to a packaged trip. Key trade and consumer events in 215 and 216 Event Location Date International Tourism and Travel Montreal, Canada October 215 Show Australian Tourism Exchange (ATE) Gold Coast, Australia May 216 (TBC) Where to find more information Tourism Australia s activities in Canada are managed from its Los Angeles office, and a representative office in Toronto. For more information visit Tourism Australia s corporate website at There are no Australian State and Territory Tourism Organisations operating in Canada. Planning a visit to market Top tips for sales calls Australia s State and Territory Tourism Organisations (STOs) have developed an online manual to assist Australian product suppliers to plan and carry out sales missions. See Building relationships with sales agents and management is critical to the sales process. It may take more than one meeting to see tangible results. Most agencies will be more receptive to new promotions or product offerings that will benefit them. Follow up all sales visits with a summary of the meeting. The best time to visit is in low season, May to June and August to September. It is advisable to provide a minimum of one week notice prior to the visit. Dress is varied depending on the company however business-casual attire is suggested for most meetings. The key markets to visit are Toronto, Vancouver and Montreal. Calgary, Ottawa, Winnipeg and Halifax are considered secondary markets. If conducting sales visits in Quebec, bring French collateral and sales materials. For destinations in Quebec outside of Montreal, it is recommended to send Francophone sales representatives. For more general information on sales calls and planning a visit to market, please see Tourism Australia s Planning for Inbound Success ebook at inboundsuccess. Also see: Canada Country Brief published by the Department of Foreign Affairs and Trade at: For the latest arrivals statistics, visit: For the latest International Visitor Survey statistics, visit: 5 CANADA Market Profile 215

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