Australian Market Review. A strategy for growth
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1 Australian Market Review A strategy for growth
2 Niall Gibbons Chief Executive
3 Paschal Donohoe TD Minister for Transport, Tourism & Sport
4 Jim Paul Head of Australia & Developing Markets
5 Overview Performance and opportunity Growth target What makes Australia different? Bringing the brand to life in Australia Strategic actions Measuring our success 5
6 Importance of Australian market Numbers Revenue Length of stay Off season Product fit Over 200,000 Australia/New Zealand visitors come to the island of Ireland Twice the average spend 13 days travel around the island Travel throughout the year Jump in perfect for Australians Joyful immersion 6
7 Economic stability 3.5% 3.0% 2.5% 2.0% 1.5% 1.0% 0.5% 0.0% Australian GDP % change
8 Growing outbound travel market Outbound trips from Australia (millions) 22 billion annual spend on outbound travel Oxford Economics UNWTO 8 th Highest spending outbound travel UNWTO market globally 8
9 A valuable opportunity for the island of Ireland 40% % growth Australian visitors Visitors - Australia Visitors - all markets 30% Nights: 13 Nights: 8 20% Spend: 970/ 785 Spend: 489/ % Holidaymakers - 60% of all visitors Holidaymakers - 40% of all visitors 0% World Europe GB Island of Ireland Oxford Economics, CSO, NISRA 9
10 Growth target Australian outbound market Growth enabled by: Frequent, one-stop air access 2017 vs 2014 forecast growth +11% Europe +4% GB +16% Connectivity with Britain and Mainland Europe Appeal of destination: cultural affinity, engaging product Value for money perception strong in Australia +20% growth by
11 Diane Butler Manager Australia/New Zealand
12 What makes Australia Different?
13 Australians take longer to select a destination Dream phase Directed research Itinerary planning Booking Going beyond basic awareness to inspire Highlighting access, value, convenience 13
14 Hugely influential travel trade Retail Travel Agents Tour Operators & Wholesalers Online Travel Agents Air Carriers Advise and inspire itineraries Make long-haul travel easier Provide peace of mind Package and promote destinations and experiences Enhance destinations appeal and prestige Provide an easy booking platform Inspire through appealing content Act as an online shop window for destinations Provide connectivity Highlight destinations accessibility Increase destinations salience 14
15 Competitive set differs Europe Magnet destinations Their draw is our opportunity Supplementary destinations Our competition Similar destinations We must differentiate 15
16 Priority geographical focus NT Qld WA SA NSW Vic 16
17 A thirst more for independence Exploration Learning through locals Independent travellers Moving beyond hotspots Feeling free 17
18 Bringing the brand to life in Australia
19 What does Jump into Ireland mean in Australia? A refreshed message which: Differentiates from the rest of Europe Focuses on easy, independent exploration Places Ireland as a must-do destination in Europe Consistent with our brand promise and experience pillars LIVING Historical Stories AWAKENING The Senses ACTIVE In Nature VIBE Of The City CONNECTING With The People 19
20 Edge of Europe Wild and exciting Perfect start/end to a European trip European culture with an edge Must-do journeys 20
21 How will this influence our actions?
22 Focus on our best prospect consumers Australian Culturally Curious Australian Social Energisers Why? Culturally Curious are the most productive segment: they are wealthier, stay longer and Ireland matches their motivation for independent discovery. Why? This segment is warm to Ireland and though they favour movement over longer stays, they are highly active. 22
23 Our emphasis Strategic focus Tactical focus Dream phase Directed research Itinerary planning Booking Going beyond basic awareness to inspire Highlighting access, value, convenience 23
24 Partnership Retail Travel Agents Tour Operators & Wholesalers Online Travel Agents Air Carriers Collaborate with trade partners with widest, most effective audience reach Encourage Australian partners to refresh product offerings to ensure relevance to best prospects Together with industry, create authentic experiences to resonate with independent Australian visitors
25 Our message Position the island of Ireland as the must-do beginning or end of a European trip Highlight standout experiences 25
26 Continued advocacy for Ireland Travel trade and industry partners Previous and current visitors Media Celebrity 26
27 What will success look like? +20%
28 How to get involved
29 29
30 In-market or from your desk 30
31 /industryopportunities
32 Thank you Q&A
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