UNITED KINGDOM Market Profile. $ bn Potential to be worth by ,000. $3.4bn. 25.1m. Overview. Aviation routes from the UK to Australia 3

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1 Market Profile Overview In 2014, the United Kingdom (UK) was Australia s third largest inbound market for visitor arrivals, second largest market for total visitor expenditure and visitor nights. Findings from Tourism Australia s Consumer Demand Project indicate that UK leisure travellers look for (in order of importance) safety and security, interesting attractions and good food and wine when choosing a holiday destination. The Great Barrier Reef, Australia s natural wilderness and wildlife are the most appealing attractions with aquatic wildlife rating as the most preferred Australian experience. $ bn Potential to be worth by ,000 1 Visitor arrivals (â 1 per cent) Aviation routes from the UK to Australia 3 London Gatwick, Glasgow, Newcastle and Birmingham Manchester London $3.4bn 2 Total spend (â 1 per cent) Doha Dubai Abu Dhabi Hong Kong 25.1m Bangkok Kuala Lumpur Singapore 2 Visitor nights (â 4 per cent) Jan-Mar and Sep-Nov Booking peak period Perth Sydney Melbourne Which airlines 3 do UK visitors use to travel to Australia? Dec-Mar Travel peak period 4 Airline Emirates 21% 20% 21% 25% 26% Qantas Airways 26% 26% 23% 19% 16% Singapore Airlines 11% 11% 14% 12% 12% Cathay Pacific 7% 6% 6% 6% 6% Malaysia Airlines 5% 5% 6% 6% 6% Etihad 4% 4% 4% 5% 6% British Airways 5% 6% 5% 4% 4% Others 22% 22% 21% 23% 24% Total 100% 100% 100% 100% 100% 1. Source: Department of Immigration and Border Protection as at year ending December Source: International Visitor Survey, Tourism Research Australia, December 2014 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 240,800 arrivals (40%*) 253,300 arrivals (42%*) 56,400 arrivals (9%*) $6,063 spend per trip $3,599 spend per trip $5,643 spend per trip $138 spend per night $131 spend per night $265 spend per night 48% repeat visitors 74% repeat visitors 64% repeat visitors Data refers to an average of * Refers to share of arrivals of respective purpose of visit 1 UNITED KINGDOM Market Profile 2015

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 (000s) ,000 Visitor arrivals (000s) Visiting friends or relatives Holiday Business Employment Other Education Visitor expenditure Visitor expenditure by main purpose of visit Total trip spend ($bn) $3.4bn Total trip spend (A$000s) 3,000 2,500 2,000 1,500 1, Holiday Visiting friends or relatives Employment Business Education Other Arrivals by age Expenditure by age 60 yrs & over 28% 60 yrs & over 23% yrs 36% yrs 22% yrs 29% yrs 19% yrs 21% yrs 22% * 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 UNITED KINGDOM Market Profile 2015

3 Aviation Landscape There are numerous ways of flying from the UK to Australia. Pricing and capacity is very competitive except in the peak month of December when loads and fares are high. The UK Air Passenger Duty (APD) was further reduced to GBP71 in April 2015 for long haul markets such as Australia and the fee no longer applies to children under 12 (assisting families). British travellers can depart from a number of ports including London (Heathrow and Gatwick), Manchester, Birmingham, Newcastle and Glasgow, via a number of hubs in the Middle East and Asia, to Australia. Over half of UK visitors to Australia travelled on Emirates, Qantas and Singapore Airlines, with 26 per cent on Emirates alone and its share is growing (see chart page 1). Middle Eastern carriers have driven capacity growth in recent years, focussed on London Heathrow and the deployment of larger aircraft such as the A380. Low Cost Carriers are looking to re-enter the route as early as next year when AirAsia X starts receiving A330 aircraft deliveries.»» Comprehensive alliances and codeshare agreements are changing the aviation landscape, opening up new routes for UK tourists to travel to Australia (e.g. Qantas/Emirates and Virgin Australia/ Etihad, British Airways/Cathay Pacific/ Qatar Airways). 3 UNITED KINGDOM Market Profile 2015

4 The Leisure Traveller The UK is Australia s third largest source market for leisure visitor arrivals, second for visitor expenditure and first for visitor nights. How does Australia perform? According to consumer research conducted by Tourism Australia, approximately half of UK leisure travellers cite safety and security along with interesting attractions as their main motivations when selecting a travel destination. Other important factors for them include good food and wine, value for money and friendly citizens. Australia performs strongly in terms of its safety and security, world class beauty and interesting attractions among UK leisure travellers. There is room for improvement with respect to Australia s associations with food and wine, rich history and heritage, in addition to value for money. Australia s coastline, natural wilderness and wildlife generate the greatest appeal for UK travellers in terms of attractions, with aquatic wildlife rating as the preferred Australian experience for over half of UK respondents. Motivations when selecting a travel destination A safe and secure destination 51% Interesting attractions to visit 46% Good food and wine 42% Value for money 41% Friendly and open citizens 36% Rich history and heritage 35% World class beauty and nature 26% Quality accommodation options 25% Flights with no stop-overs 23% Spectacular coastal scenery 22% Top Australian attractions The Great Barrier Reef 56% Unspoilt natural wilderness 50% The Australian wildlife 50% Rainforests/forests 48% Australian beaches 47% Australian coastal lifestyle 43% Travelling around 41% The Australian climate 37% Laidback Australian lifestyle 35% Australian food and wine 34% Most preferred Australian experiences Aquatic Wildlife 55% Beach/Coastal/Harbour 45% Wildlife (non-aquatic) 44% Wilderness/Rainforest 44% Food and Wine 43% Outback/Indigenous 41% City Experience 36% Shopping 35% Niche: Diving, Golf etc 21% Aspiration versus visitation For aspiration and experience awareness, Australia ranks in 2nd position for the UK traveller, behind the US. Australia also rates highly for intention and visitation measures, ranking in 3rd and 4th position, respectively. 2ND ASPIRATION 2ND AWARENESS 3RD INTENTION 4TH VISITATION These findings are based on consumer research conducted by Tourism Australia in 2014 in 11 of Australia s key tourism markets. Charts show the percentage of people in the survey who rank these attributes as important or appealing. 4 UNITED KINGDOM Market Profile 2015

5 The UK distribution system has undergone significant change and consolidation in recent years with online distribution gaining pace. However, traditional distribution channels remain important for Australia, particularly operators who specialise in selling Australia. These people and companies continue to play a key role in converting consumers and influencing them to spend more, disperse further and stay longer, as well as pre-book more ground components. system Wholesalers/ Large Agents Commission Level: up to 20% There are more than 80 tour operators selling Australia throughout the UK, however a large proportion of sales to Australia are handled by a few key specialist operators. Tour operators vary from traditional wholesalers to companies that combine various wholesale, direct, online and retail channels. Direct sellers have been a key feature of the UK market and have traditionally dominated sales to Australia, although overall numbers are decreasing as a result of industry consolidation. Trailfinders, STA Travel and Flight Centre are major retail consumer direct sellers for Australia in the market. Other operators sending significant numbers of passengers to Australia include Austravel, Travelbag and the Lotus Group. Two key consolidators include Travel 2 and Gold Medal. Special Interest STA Travel is the leading backpacker and youth travel specialist for Australia. Key operators specialising in the luxury segment include: Bridge and Wickers, Wexas, Audley Travel, Cox and Kings, Black Tomato, Turquoise Holidays and Exsus. Retail Agents Commission Level: up to 10% There are around 1,200 Association of British Travel Agents (ABTA) members in the UK. ABTA represents over 5,000 retail travel outlets and offices. Retail agents generally have a basic knowledge of Australia, largely due to the Commonwealth, sporting and historic ties that Australia shares with Britain and the coverage in the media. Thomas Cook and TUI Retail (Thomson and First Choice) are the largest retail chains in the UK. Online Direct flights and accommodation bookings make up the majority of sales through Online Travel Agencies (OTAs). OTAs to date have a limited capability to transact complete itineraries for holidays in Australia. True dynamic packaging cannot be purchased online through any OTA in the UK at this stage. The major UK online travel agencies are Expedia, Lastminute.com and Opodo. 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. Each State and Territory has a module on the ASP website. As at 1 May 2015, there were 1,883 qualified Aussie Specialists in the UK and a further 671 agents in training. There were 131 Premier Aussie Specialists in the UK. Inbound Tour Operators Commission Level: up to 30%»» There are several inbound tour operators (ITOs) active in the UK market, these include: ATS Pacific, AOT Inbound, Tour East Australia, Southern World and Goway. In addition, The Tailor (aka Outback Encounter), Southern Crossings and Wilderness Australia target the high-end sector. 5 UNITED KINGDOM Market Profile 2015

6 Trends Australia is a key destination for wholesalers and travel agents due to the high-yield value of ground sales to Australia. partners remain important in influencing consumers to spend more, disperse further, stay longer and pre-book more ground components. To adapt to the changing distribution landscape, major retail agencies have invested in direct selling channels, such as call centres and online sites. For long haul travel, retail agents remain an important channel for consumers. Vertical integration, consolidation and globalisation continue to be key trends in the retail travel sector. As a result, the number of UK retail high street outlets continues to decline, with major groups buying smaller independent chains. Some smaller travel agencies have struggled in the increasingly competitive environment and difficult economic conditions, which has resulted in them joining independent groups such as The Advantage Travel Partnership. Bucking the trend, brands such as Abercrombie & Kent and Kuoni continue to open lifestyle stores targeting the high-end discerning traveller and operators such as Virgin Holidays continue to expand concessional outlets in department stores. Independent home working is increasing in the UK. Reports suggest although the high street may be in decline, demand for the travel agent is not in decline. Planning and purchasing travel In terms of booking channels, research shows there remains a reliance on retail agents for long haul holidays as British consumers look for more protection. Offline travel agents remain the top method for those who would book a trip to Australia, with four in 10 nominating to book their trip with a high street travel agency. Booking through an OTA was the second most popular booking method, closely followed by booking directly with an airline. Australia has traditionally had long lead booking times due to the perceived complexity of the purchase in terms of time, cost and distance. With economic uncertainty and last minute deals prevalent in the market, lead times for booking all international travel, including Australia, has become more volatile. Planning a visit to market Top tips for sales calls Tourism Australia and State and Territory Tourism Organisations have developed an online manual to assist Australian product suppliers in planning and carrying out independent sales call trips to the UK and Ireland. This can be found on Tourism Australia s corporate website at: uksales. The best time of year for sales calls is March to June and September to November. Try to avoid the holiday period from mid-june to mid-august. The key market centre to visit is London, as the majority of specialist operators to Australia are located in or around the city. Gold Medal is located in Preston and Travel2 in Glasgow whilst operators focused on high-end segments should visit Chester.»» 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. 6 UNITED KINGDOM Market Profile 2015

7 Business Events The majority of conference and incentive travel from the UK is booked through specialist conference and incentive travel agencies. Destination Management Companies (DMCs) are still widely used for larger groups with an extensive ground program. However, DMCs must be able to demonstrate value for money to their clients otherwise agencies will book directly with hotels and restaurants. Some of the key UK conference and incentive agencies are Zibrant Live, BI Worldwide, cievents, CWT Meetings and Events, Banks Sadler, Grass Roots and BCD Meeting & Incentives. Fifty-nine per cent of International Associations have their headquarters in Europe, with key cities being London, Paris, Brussels and Geneva. Therefore a large percentage of decision making for association meeting locations are made from this region. With the growing economies of Asia, associations are eager to tap into this region to garner a larger delegate attendance, especially from China. Australia is well positioned to benefit from this opportunity. With the increased infrastructure developments across the country, namely the convention centre builds and/or expansions in Sydney, Melbourne, Adelaide and Canberra the relaying of this news should be a focus for the UK/Europe market. Key trade and consumer events in 2015 and 2016 Event Location Date World Travel Market (WTM) London, UK 2-5 November 2015 European Product Workshop (EPW) London, UK 4-6 April 2016 Australian Tourism Exchange (ATE) Gold Coast, Australia May 2016 (TBC) Where to find more information Tourism Australia s activities in the UK and Northern Europe managed from its London office. For more information visit Tourism Australia s Corporate website at Australian State and Territory Tourism Organisations operating in the UK include: Destination NSW, the South Australian Tourism Commission, Tourism and Events Queensland, Tourism NT, Tourism Victoria and Tourism Western Australia. Also see: UK 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: 7 UNITED KINGDOM Market Profile 2015

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