Tourism Tasmania Tourism Info Monitor (TIM) Latest findings on the consumer market Current: July 2012

Transcription

1 Tourism Tasmania Tourism Info Monitor (TIM) Latest findings on the consumer market Current: July 12

2 Who we spoke to Methodology Online Tracking Survey 500 respondents per monthly wave (of which at least 40 are Tasmania considerers) 12 waves per year Target Respondents Aged 18+ Nationally representative sample (excluding Tasmania residents) Have taken a trip in the past 12 months Or are considering a trip within the next 12 months Quarantine implemented for months (Study will not contain responses from same respondents within any month period)

3 Momentum Momentum is high, with Tasmania being the second most positively talked about destination QLD TAS VIC WA NSW 4 4 NT SA ACT 12 8 Is being talked about negatively these days is being talked about positively these days Haven't heard anything about this location Q. Based on your experience and perceptions of each of the following locations, which of these statements best describes it? Base: Total n=15

4 Appeal of destinations Tasmania has high appeal as a holiday destination, rated only slightly below Queensland and New Zealand QLD NZ TAS WA VIC NT NSW SA ACT Not appealing Neither appealing nor unappealing Appealing Very appealing Q. How appealing is a holiday at each of the following destinations? Base: Total n=100 (Each state filtered excluding residents)

5 Leisure visits - past vs. future visits Tasmania is an aspirational destination when comparing visitation vs. consideration P12M N12M Difference NSW QLD VIC Other overseas WA 1 11 SA NZ ACT 9 2 TAS 1 10 NT 3 10 None of these S2b-Which of the following destinations have you visited in the past 12 months for a leisure holiday or break? S3b-Which of the following places are you considering visiting in the next 12 months for a holiday or break? Base: S2b-all have travelled within the state, to another state or overseas for a holiday or a break in the past 12 months (n=833); S3b-Those that are considering a trip in N12M (n=949)

6 Who is looking to travel to Tasmania?

7 Considering Tasmania in next 12 months Gender 54 Total: 45 4 Male Female Age Total: 21 Total: Household Income Nett > $100K Nett $55K - $100K Nett < $55K Don t Know Total Location Daily spend last holiday Life stage NSW 3 35 VIC QLD WA SA NT ACT Under $0 $0 - $400 Over $400 1 Single 4 Share house Live with parents 18 Couple, no kids Family - young children 14 Family - older children Empty nesters 1 1 Family - dependent adults Other Source: S5-Gender; S4-Age; D4-Current household combined income before tax; Q18-How much did you spend per day/night on your last leisure holiday or break? D1-Which of the following best describes the structure of the household you live in?; S1 Where do you currently live? Base: all are considering visiting Total (n=15),tas N12M(n=225)

8 Preferred activities while on holiday Visit local markets / shops Go to restaurants/ bars/ clubs Visit nature attractions (eg wildlife parks, gardens) Visit / go to the beach Explore a region by car Visit heritage / historical sites and attractions Visit National Parks/ hiking/ bushwalking Visit galleries / museums Go to special events, festivals & sporting games Visit specialist food & wine producers Outdoor activities (eg golf, fishing, cycling) Visit a spa/ health retreat Go to the cinema / theatre/ concerts Action / adventure activities eg mountain biking, Total Tasmania Considerers Q9. Which of the following activities do you like to do whilst on holiday? Base: All respondents (n=15); TAS Considerers (n=24) shows significantly higher at 95 confidence level

9 Decision-making process

10 Decision-making process Trip planning usually happens more than 2 months in advance, while booking flights/ accommodation is usually done nearer to the trip Start planning trip Book transport eg flights Book accommodation Book tickets for events/attractions Book package More than mths in advance 2 - mths A mth in advance 2-3 wks in advance - 10 days Less than a week Book it while on trip Did not book Q13. And how long in advance of your trip did you: Base: Total n=15

11 Triggers Those considering Tasmania would be more likely to visit if there were more options suited to their budget, and accessible information on planning their trip More information on what there is to do there More accommodation that would suit my budget More information on accommodation/ where to stay More information on itineraries/ touring routes More information in the media (newspapers, magazines, online, TV shows) Packages aimed at people like me More information on upcoming events Easier to book accommodation in advance Easier to book activities in advance Nothing Other Total Tas considerers Tas visitors \Qc. What, if anything, would make you more likely to book a holiday in Tasmania Base: Total n=15, TAS considerers n=24, TAS Visitors n=225 shows significantly higher at 95 confidence level

12 Advertising awareness

13 Advertising awareness by state QLD 4 VIC 29 NT TAS NSW WA SA ACT 8 None of these 2 Q2. Please indicate which, if any, of the following state(s) or territory(s) you have recently seen, heard or read anything about in relation to holidays. Base: Total Q1 (n=100), Q2 (n=15) shows significantly higher at 95 confidence level

14 Top 4 media channels (at state level) Word Of Mouth (WOM) is particularly strong for Tasmania TV ads TAS VIC QLD NSW 1 TV ads 24 TV ads 3 TV ads WOM 1 Print ads Print ads 2 Print ads Print ads 15 Print articles 18 Print articles 25 Print articles Print articles 15 WOM 1 WOM 25 Tourism/ travel websites 1 TV ads SA WA NT ACT 1 Print ads 1 TV ads 21 Print ads Print ads 14 TV ads 1 Print ads 15 Print articles Print articles WOM Print articles 1 Print articles 13 Tourism/ travel websites Tourism/ travel websites 10 WOM 14 Tourism/ travel websites 11 TV ads Q4. There are many ways, means and channels through which you might get ideas and information about where to visit for a holiday within Australia. Here is a list of possible ways in which you might find ideas and information about where to visit for a holiday. Please look at each channel in turn, and select which states/territories you have seen or heard anything about via that channel in the past few months. Select as many states/territories that apply. Base: Total n=15

15 Holiday elements Tasmania vs top 2 performers Tasmania performs quite well as a great touring destination, but less strongly in other areas, although considerers perceive it to be more welcoming and exciting. All Respondents TAS Considerers a range of holiday experiences a welcoming holiday destination a great touring destination good value for money for trips/holidays a year round destination a range of holiday experiences a welcoming holiday destination a great touring destination good value for money for trips/holidays a year round destination an exciting holiday destination an easy destination to organise a trip to an exciting holiday destination an easy destination to organise a trip to a great destination for a short break a great destination for a short break TAS QLD NSW TAS VIC NSW Q8. Please indicate how much you agree or disagree with the following statement about (Destination) using a scale, where 1 strongly disagree and 5 means strongly agree. Base: All Respondents: TAS(n=15),QLD(n=501),NSW(n=510); TAS Considerers: TAS(n=24),VIC(n=91),NSW(n=5)

16 Personal recommendations Word of mouth and personal recommendation generated for Tasmania is high, with overseas destinations (excluding NZ) being talked about only slightly more. Other overseas TAS NZ WA NT 0 2 QLD VIC SA 0 59 NSW 52 ACT 39 Qb. Thinking about each of the destinations you have visited for a leisure trip or break in the last 12 months, which of these have you recommended to others? This could be any aspect of the trip, and you may have recommended them to someone you know or online via a consumer review site. Base: Those that have visited the above destinations in L12M, NSW n=51, VIC n=4, QLD n=445, WA n=151, SA n=148, TAS n=, NT n=50, ACT n=8, NZ n=94, Other Overseas n=32 shows significantly higher at 95 confidence level

17 To find out more This presentation is just a brief overview of the information TIM can provide Full results The full set of TIM results will be available on Tourism Tasmania s website from mid-august 12 Round-table workshops Beginning in late August, Tourism Tasmania will conduct a series of round-table workshops to present the TIM results in detail What can I learn? The workshops will provide a detailed understanding of the TIM research Tourism Tasmania s specialist staff will be available to discuss the results and how this information can assist with decision-making