UNDERSTANDING THE UK MARKET

Transcription

1 UNDERSTANDING THE UK MARKET CONSUMER DEMAND Project Market Overview In 2015, the United Kingdom (UK) was s third largest inbound market for visitor arrivals, second largest market for total visitor spend and visitor nights. 668,000 Visitor arrivals 1 (á 6 per cent) The information in this factsheet comes from Tourism s (TA) international consumer research study The Consumer Demand Project (CDP). The CDP was set up in 2012 to look into how global consumers view and what most motivates them to visit. Insights from the CDP have been used extensively to inform and support development of TA s strategic direction, campaign development as well as to inform the tourism industry of potential opportunities to build the value of n tourism. The research is used to help shape the future marketing of and identify opportunities to make the country s tourism offering more attractive to overseas visitors. Holiday Business Visiting friends & relatives 4 Other Most important factors when selecting a holiday destination Safety and security Good food and wine Value for money Rich history and heritage Aquatic and coastal Friendly and open citizens World class nature Quality accommodation Spectacular coastal scenery Flights with no stop-overs Family friendly Great swimming beaches Luxury accommodation options Unique and interesting wildlife Vibrant city lifestyle % 41 *2 Average nights stayed $3.8bn Total spend 2 (á 12 per cent) 20 **2 Median nights stayed Read as: 42% of respondents rate good food and wine among the top 5 most important factors when choosing a holiday destination. Notes: *Average nights: the sum of all nights divided by the sum of all visitors. **Median nights: represents the midpoint length of stay for which 50% of visitors stay less and 50% stay longer, removing the impact of very long stay visitors. Data refers to an average of Refers to share of arrivals of respective purpose. Other includes education, employment and others. Sources: 1. Department of Immigration and Border Protection, December Tourism Research, International Visitor Survey, December 2015.

2 AUSTRALIA S POSITION AND OPPORTUNITY Purchase funnel Aspiration Which of the following destinations are you considering travelling to in the next 4 years? Awareness of holiday experiences How aware would you say you are of the holiday experiences on offer in the following destinations? Intention Which of the following destinations are you actively planning to visit for a holiday in the next 2 years? Visitation 000 s of trips in Japan 3 16% 10% 10% Singapore 2 Japan Singapore USA* China Hong Kong Singapore Malaysia ,973 Read as: of UK consumers are considering travel to in the next 4 years, while are intending to visit in the next 2 years. is ranked #5 for visitation against other out-of-region (OOR) destinations for UK travellers. Notes: * is included in US for visitation figures as cannot be separated. Sources: 1. Tourism Economics, September 2015 Opportunity matrix The opportunity matrix is a comprehensive way to showcase the opportunity for n tourism through identifying the key thematic appeals and experience categories. Among the UK market, performs strongest with respect to aquatic and coastal experiences. These types of experiences have a strong level of appeal and association with (higher and to the right), while food and wine experiences are considered most important (larger bubble). Food and wine experiences generate lower levels of association with among this market Low Association with Low Experience Appeal High Association with High Experience Appeal Aquatic and Coastal Food and Wine Association with % of out-of-region travellers* City Sport and Adventure History and Culture Natural Beauty Wildlife Low Association with Low Experience Appeal Low Association with High Experience Appeal Size of bubble = Importance for destination choice Experience appeal % out-of-region travellers* who find experience appealing Read as: Food and wine experiences are very important among the UK market, and while there is a high level of tested appeal for s food and wine experiences, the unprompted association with these types of experiences is weaker than average. Notes: *Out-of-region travellers refers to consumers travelling outside their region of residence.

3 NATURE AND WILDLIFE How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. World class nature not visited Indonesia/ Bali 56% 56% % 41% visited % 61% % 4 4 Read as: 5 of respondents who have not visited associate with world class nature. This figure rises to 8 among those who have visited. Unique and interesting wildlife not visited visited Kenya Central America China Kenya Central America China Sri Lanka 6 62% 56% 5 51% % 8 Read as: 5 of respondents who have not visited associate with unique and interesting wildlife. This figure rises to 8 among those who have visited. Elements of world class nature Most important types of world class nature Remarkable scenery to soak up Natural remote coastal areas Historical/cultural/religious sites Wilderness/mountain/rainforest areas Remarkable natural environments Engaging with nature 11% Historical/cultural/religious Tropical islands and beaches Developed coastal 16% Escaping to secluded relaxing areas Wide open inland/outback/desert areas Read as: of respondents said that remarkable scenery to soak up is a key element of world class nature. Read as: of respondents said natural remote coastal environments are an important type of world class nature.

4 FOOD AND WINE How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. Good food and wine not visited visited China Japan Hong Kong Hong Kong Singapore 42% 41% 2 Read as: of respondents who have not visited associate with good food and wine. This figure rises to among those who have visited. Current associations with n food and wine Fresh seafood Backyard BBQs Spectacular outdoor dining High grade meat and live stock Fresh food in pristine environments Steakhouses Wineries with great food Multicultural food A heritage of food and wine culture Stunning food and wine trails Read as: 5 of respondents associate n food and wine with fresh seafood. Elements of good food and wine Important types of good food and wine A national style of cooking Fresh seafood A heritage of food and wine culture A range of multicultural food options Fresh local produce High grade meat and livestock Interesting street-food Natural fruit and vegetables Award winning restaurants Renowned cheese and dairy Vineyards/winery 1% Award winning wineries Read as: of respondents said a national style of cooking is a key element of good food and wine. Read as: of respondents said fresh seafood is an important type of good food and wine.

5 AQUATIC AND COASTAL How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. Aquatic and coastal not visited % 3 2 visited 60% 60% 4 42% 3 8 Read as: 6 of respondents who have not visited associate with aquatic and coastal experiences. This figure rises to 8 among those who have visited. Remote coastal, beach and aquatic locations not visited visited 61% 3 Aquatic wildlife not visited visited 56% 4 Read as: 61% of respondents that have visited associate with remote coastal, beach and aquatic locations. Developed coastal and beach locations not visited visited Read as: 56% of respondents that have visited associate with aquatic wildlife. Tropical islands and locations not visited visited Malaysia Other Sth Pacific Sri Lanka 4 3 Other Sth Pacific Malaysia 51% Read as: 5 of respondents that have visited associate with developed coastal and beach locations. Read as: of respondents that have visited associate with tropical islands and locations.

6 ATTRACTIONS AND EVENTS Attractions and events play a valuable role in attracting visitors to in addition to encouraging visitors to disperse throughout the country and extend their stay. Top 10 n attractions The Great Barrier Reef 4 n beaches n wildlife Travelling around several places Unspoilt natural wilderness Rainforests/forests/national parks n climate 4 4 n coastal lifestyle The major n cities Island experiences Read as: 4 of respondents indicate The Great Barrier Reef as an appealing n attraction. Leisure events Respondents were asked to what extent they agreed with the following statement: When travelling internationally I always look to time my trip and places visited with an event or festival of interest. No Unsure Yes Read as: of respondents indicate that they always look to time their trip and places visited with an event or festival of interest. Most appealing events to attend overseas Events with the greatest influence on destination choice Local/regional events Major sporting events Music festivals Family friendly events Cultural celebrations Music festivals Family events Religious events Food and wine festivals 11% Natural and wildlife events Arts and entertainment events Food and wine festivals Sporting events Arts and entertainment events Natural and wildlife events Cultural celebrations Religious events 2% Local/regional events Read as: of respondents indicate local/regional events as appealing elements when travelling overseas. Read as: of respondents indicate the influence of major sporting events on destination choice.

7 PLANNING AND BOOKING INFORMATION SOURCES The following charts highlight the information sources that UK consumers use to plan and book their holidays. Preferred sources for early planning and holiday inspiration General internet searching Been there before Friends or relatives that have been before or live there Travel or guide books Online flights booking site Brochures Online travellers' opinions and reviews Airline Tour operator Online hotel booking site 16% Read as: of respondents indicate general internet searching as a preferred source during the early stages of planning a holiday. Preferred sources for seeking information about Friends or relatives that have been before or live there 4 Been there before General internet searching 3 Airline Online flights booking site Travel or guide books Online travellers' opinions and reviews Travel or guide books National tourism website Retail travel agent Read as: 4 of respondents indicate friends or relatives that have been before or live there as a preferred source for seeking information about. Preferred sources used to book a holiday to Travel agent (telephone or in person) Directly through airline (online) 3 Accommodation provider (online) Travel agent (online) Other travel booking website 1 12% Tour operator (telephone or in person) Directly through airline (telephone or in person) 6% 6% Other online source Tour operator (online) Accommodation provider (telephone or in person) Read as: of respondents indicate travel agent (telephone or in person) as a preferred source when booking a holiday to.

8 RESPONDENT PROFILE Gender Male Female Place of residence South East London North West East of England South West West Midlands Yorkshire 4 12% Age Under 24 years years years years years 65+ years Income Under 20,000 20,000 to 29,999 30,000 to 39,999 40,000 to 59,999 60,000 to 79,999 80,000 to 99,999 Over 100,000 16% % 6% About the research The Consumer Demand Project (CDP) research is carried out by BDA Marketing Planning, a consultancy who specialise in international demand side strategy development and consumer research. It helps determine the strategic priorities to achieve the Tourism 2020 goal, by providing a comprehensive assessment of s current destination appeal and the latent demand potential. The research is conducted annually across eleven of s key tourism markets: China, Germany,, Indonesia, Japan, Malaysia,, Singapore, South Korea, UK and USA. Over the last four years, Tourism have spoken to over 60,000 international long-haul travellers via online research panels. Living situation Partner Partner and kids Alone Parents Single parent Housemates Relatives/family Other 1% 0% Employment status Work full time 51% Retired Work part time Home duties 6% Full time student Looking for work 2% Other Want to know more? Fact sheets for eleven of s key tourism markets can be accessed at: australia.com/statistics/consumerdemand-research.aspx For more information, please contact: Occupations ask.us@tourism.australia.com Professional Clerical and admin Manager Labourer/trade Self-employed Sales worker Community worker Farmer Other 0%