TOURISM AUSTRALIA WEBINAR SERIES - 6 NOVEMBER 2020
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TOURISM AUSTRALIA WEBINAR SERIES 6 NOVEMBER 2020
BEDE FENNELL EXECUTIVE GENERAL MANAGER, CORPORATE AFFAIRS TOURISM AUSTRALIA
www.naidoc.org.au/
INDIGENOUS FOCUS MOVING FORWARD Sand Dune Adventures, Port Stephens
PANEL DISCUSSION
MARK OLIVE ANDREW SMITH
THE BLACK OLIVE SAND DUNE ADVENTURES
PHILLIPA HARRISON MANAGING DIRECTOR, TOURISM AUSTRALIA
MARKETS
Australia
9.5 MILLION VISITORS $45 BILLION SPEND 1 IN 13 JOBS
Continental
UK Europe
North
America
China
Japan &
South
India Hong Kong Korea
CURRENT INTERNATIONAL
South East
Asia
MARKET ACTIVITYAUSTRALIA MARKETPLACE EVENTS Australia Marketplace Online events have been connecting Australian sellers with buyers and media. Last week’s event in North America resulted in more than 11K appointments. Coming up: UK & Europe: 10 - 12 November China: 1-2 December Japan: 4-5 February 2021
RETURN OF FACE TO FACE EVENTS
LOOKING TOWARDS FUTURE SCENARIOS
CONSUMER INSIGHTS: THE GREAT DISRUPTION
THE GEOGRAPHY OF AUSTRALIA IS WHAT DEFINES OUR NATION AND INDUSTRY IT IS WHAT HAS MADE OUR LAND UNIQUE AND APPEALING
AUSTRALIA’S
THREE BIG
HEADWINDS
TIME DISTANCE COST
We are a vast and We are on the Australia is an
time-consuming other side of the expensive
place to visit; world destination
our experiences
are spread outTourism Australia
THE WORLD GLOBAL INTERNATIONAL TOURIST MOVEMENT (YOY % CHANGE)
STOPPED
MOVING 10 3 4 4 2 5 2
0
-10
-20
-30
-40
-50
-60 -55 -57 -57
-70 -65 -66
-80 -72
World Europe Asia and the Americas Africa Middle East
Pacific
2019 2020 (January to June)
Source: International - World Tourism Organization (UNWTO) September 2020.Tourism Australia
THE VIRUS IS AFRAID OF CONTRACTING “I REALLY WANT A HOLIDAY”
SIGNIFICANTLY 65% 49%
CHANGING ‘Very’ or ‘Somewhat scared’ they The number 1 driver for the 18%
TRAVEL
will contract COVID-19 intending to travel internationally in
the next 6 moths
BEHAVIOUR
PHYSICAL MENTAL
HEALTH HEALTH
People are 2020 has been
cautious of the tough - people
virus, so they’re really need a
planning travel holiday.
accordingly.
Source: YouGov COVID-19 global public monitor. International market aggregate includes Indonesia, Singapore, Malaysia, Japan, China, India, Germany, USA, UK, Italy, France and Canada. Data up to October 26th 2020; TA Travel
Sentiment Tracker (latest wave n=13,500) International aggregate includes Indonesia, NZ, Singapore, Malaysia, South Korea, Japan, China, India, Germany, USA, UK, Hong Kong, France, Italy and Canada. Fieldwork was conducted 23rd –
26th September 2020.Tourism Australia
DISTANCE AND TOP DESTINATIONS ASSOCIATED WITH SAFETY & SECURITY
A SPARSE
11 market aggregate – Total Travellers Indexed to top 10 OOR destinations
POPULATION,
ARE DRIVING
150
COVID-19
SAFETY
140
130 Australia
PECEPTIONS
Japan
120
110
Switzerland
100 New Zealand
90
Canada
80
70
60
50
2014 2015 2016 2017 2018 2019 2020
Question: You said [factor] is important to you. Which of these destinations do you associate with [factor]? 11 market aggregate includes: Indonesia, NZ, Singapore, Malaysia, South Korea, Japan, China, India, Germany, USA, UK.
Source: International - TA Consumer Demand Project (CDP) July-August 2020. n=17,600; Tourism Australia qualitative global research, 2020.Tourism Australia
NATURE IS TOP DESTINATIONS ASSOCIATED WITH NATURE & WILDLIFE
RISING IN 11 market aggregate – Total Travellers Indexed to top 10 OOR destinations
IMPORTANCE COVID-19
– GETTING
150
Australia
BACK TO
140
130
WHAT’S
120
New Zealand
Hawaii
REAL AND
110 Switzerland
100
WORTHWHILE
Japan
90
80
70
60
50
2014 2015 2016 2017 2018 2019 2020
Question: You said [factor] is important to you. Which of these destinations do you associate with [factor]? 11 market aggregate includes: Indonesia, NZ, Singapore, Malaysia, South Korea, Japan, China, India, Germany, USA, UK.
Source: International - TA Consumer Demand Project (CDP) July-August 2020. n=17,600; Tourism Australia qualitative global research, 2020.Tourism Australia
THE IMPORTANCE FACTORS
IMPORTANCE (% rank factor in top 5) 11 market aggregate - 2020
OF VALUE FOR
MONEY IS
60
COVID-19
DECREASING
Safety
50
WC nature & wildlife
AS DEMAND IS 40
Good F&W
PENT UP
Value for money
30 Friendly citizens
History & heritage
WC aquatic & coastal
20 Clean cities
Range of accomm.
10
0
2013 2014 2015 2016 2017 2018 2019 2020
Question: Thinking about choosing a holiday destination, which o of the following factors is more important to you? (Please rank up to 5). 11 market aggregate includes: Indonesia, NZ, Singapore, Malaysia, South
Korea, Japan, China, India, Germany, USA, UK.
Source: International - TA Consumer Demand Project (CDP) July-August 2020. n=17,600.Tourism Australia
AT THE SAME TIME, KEY BRAND MEASURES ARE RISING
MOST DESIRABLE DESTINATION (%) CONSIDERATION (%) INTENTION
Top 10 Destinations – Unprompted 11 Market Aggregate 11 market aggregate Indexed to top 10 OOR destinations 11 market aggregate Indexed to top 10 OOR destinations
COVID-19 160 200
COVID-19 COVID-19
Australia 180
8 140
Australia
Japan 160
7 Australia 120
140 Japan
6 Japan France
100 Italy
USA UK 120
Hawaii New Zealand
5 New Zealand Switzerland
80 Hawaii 100 France
USA New Zealand
France Canada UK
4 Switzerland Hawaii
80 USA
Europe 60 Switzerland
3 Maldives South Korea
60
Italy 40
2 40
1 20
20
0 0 0
2017 2018 2019 2020 2014 2015 2016 2017 2018 2019 2020 2014 2015 2016 2017 2018 2019 2020
23 Source: International - TA Consumer Demand Project (CDP) July-August 2020. n=17,600. 11 market aggregate includes: Indonesia, NZ, Singapore, Malaysia, South Korea, Japan, China, India, Germany, USA, UK.COVID IS
TURNING
AUSTRALIA’S
HEADWINDS SPARSLEY ISOLATED QUALITY
INTO POPULATED Australia is far Unique
TAILWINDS It’s a big place away and we’re experiences
with very few managing the worth paying
people virus well more forTourism Australia
...AND WE’RE SEEING THE
INVERSION PLAY OUT AT A
DOMESTIC LEVEL TOO
25Tourism Australia Turning Australia’s Barriers into Drivers Monday 2nd November
THE INTENT INTEND TO TRAVEL IN TRIGGERS FOR DOMESTIC TRAVEL IN THE NEXT 6
AND DESIRE THE NEXT 6 MONTHS MONTHS
TO TAKE A
(of the 54% who intend to take a domestic holiday in the next year)
HOLIDAY IN
Feel like I really need a holiday 52%
THE NEXT 6
Would like to visit friends &
45%
relatives
MONTHS IS 54% Would like to replace a previous
delayed trip
22%
HIGH Now have the time to do it 22%
Have found very good deals 14%
Using ticket vouchers 10%
Other 3%
Don't know 2%
Question: You indicated you are likely to travel for leisure within Australia in the next 6 months. What are the reasons that motivate you to travel within Australia in the near future?
26 Source: Domestic - TA Travel Sentiment Tracker (latest wave n=1002) Fieldwork was conducted 20st - 26th October 2020.Tourism Australia Turning Australia’s Barriers into Drivers Monday 2nd November
CONCERNS FACTORS PROVIDING CONFIDENCE WHEN HYGIENE AND
AROUND BOOKING POST-COVID19 HEALTHCARE
SOCIAL
% of Aus travellers (n=840)
DISTANCE AND
A flexible cancellation / alteration
78%
policy
HYGIENE ARE Limits to number of people allowed 55%
ALSO HIGH An accreditation relating to cleaning /
90%
55%
hygiene
Stated protocols enforcing social
53%
distancing
Provision of protective equipment / In the next 1 – 2 years
41% I will make sure my
hygiene product holiday destinations have
a high level of hygiene
Other 2% and healthcare
(top two box)
Question 1: When considering booking tourism products (e.g. experiences, hotels , transport) following the coronavirus outbreak, which of the following will be important in giving you the confidence to book?
27 Source: Domestic - 1 TA Domestic tracking June 2020 (fieldwork 11-30th June. Derived by BDA from Blue North. Sample: Australian leisure travellers leisure travelers, defined as anyone who has taken at least one
overnight leisure trip in the last 12 months (either domestic or outbound); - 2. TA Domestic tracking September 2020 (fieldwork 17-30th September. Derived by BDA from Blue North. Sample: Australian leisure
travellers leisure travellers, defined as anyone who has taken at least one overnight leisure trip in the last 12 months (either domestic or outbound)Tourism Australia
THE IMPORTANCE FACTORS – AUSTRALIA (DOMESTIC)
IMPORTANCE
(% rank factor in top 5)
OF VALUE FOR
MONEY IS
70
DECREASING
60
FOR DOMESTIC
Safety
50
WC nature & wildlife
TRAVELERS AS 40
Value for money
WELL
History & heritage
Friendly citizens
30
Good F&W
The need for a safe holiday is WC aquatic & coastal
becoming greater than the costs Range of accomm.
20 Family friendly
associated with it. Clean cities
10
0
2016 2017 2018 2019 2020
Source: Consumer Demand Project, Tourism Australia, Australia 2020 Report.
28
Question: Thinking about choosing a holiday destination, which o of the following factors is more important to you? (Please rank up to 5).Tourism Australia
TO TIME DISTANCE COST
SUMMARISE
BARRIERS Australia is a vast and time- Australia is on the other side Australia is an expensive
consuming place to visit of the world / our experiences destination
are spread out
PHYSICAL HEALTH MENTAL HEALTH
COVID-19 PEOPLE ARE CAUTIOUS OF THE VIRUS, 2020 SUCKED - PEOPLE REALLY
SO THEY’RE PLANNING TRAVEL ACCORDINGLY NEED A HOLIDAY!
SPARSLEY POPULATED ISOLATED QUALITY
DRIVERS It’s a big place with very few Australia is far away and unique experiences worth
people managing the virus well paying more forSUSAN COGHILL CMO, TOURISM AUSTRALIA
Tourism Australia Holiday Here This Year
DOMESTIC UPDATE
31Tourism Australia
Awareness campaign, targeting all of Australia to persuade them to plan
and book a domestic holiday full of experiences.
SOCIAL MEDIA: reached over 13 million
CAMPAIGN TV: reached over 5 million - including spots in AFL and NRL footy finals, State of
Origin, Melbourne Cup and tentpole shows such as The Block, The Bachelorette
RESULTS and SAS Australia.
RADIO: reached over 7 million with spots in metro and key regional hubs
FIRST 3 PRESS: reached over 2 million.
WEEKS OUTDOOR: reached over 9 million.
DIGITAL: 30% increase in UVs to Australia.com
PR: 1,300 pieces of coverage for approximately $8.3 million in EAVTourism Australia
Awareness campaign, targeting all of Australia to persuade
them to plan and book a domestic holiday full of experiences.
RESEARCH: showing high levels of awareness, consideration and intent.
CAMPAIGN • 56% said it made them more likely to consider taking a holiday this year
TRACKING 31% said, as a result of seeing this campaign, they now plan to take a holiday
RESULTS
•
in Australia this year that they would not otherwise have taken
• 73% agreed the ad reminded them of the many great tourism experiences
FIRST 2
available in Australia
WEEKS • 67% said it made them proud to be Australian
• 48% agreed that the campaign made them keen to book a holiday in Australia
as soon as possibleTourism Australia
2020 – Q2 2021 – Q3 2021 – Q4
OCT NOV DEC JANUARY FEBRUARY MARCH APRIL MAY JUNE
Oct long Black Friday School June long
Christmas Easter ANZAC Day
weekend holidays weekend
PLAN YOUR TRIP SEE AUSTRALIA
MASS REACH
TVC *CITY ESCAPES
CAMPAIGNS
UPDATED
*CITY ESCAPES
SEM, & DIGITAL RETARGETTING
CAMPAIGN
TA ALWAYS ON
CONSUMER
FAMILS / PR
PLAN
LUXURY / SPECIAL
GIFTING TRAVEL EXPERIENCES *ICONS
OCCASIONS
TARGETED
FOOD AND DRINK: PR, SOCIAL, AUS.COM
ACTIVATIONS
ROADTRIPS / EPIC JOURNEYS: PR, SOCIAL, AUS.COM,
Current as of BUSHFIRE FOCUSED ACTIVITIES: PAID, SOCIAL, PR, AUS.COM
5th Nov 2020
INDUSTRY
ALWAYS ON PRINT (INCLUDES TRAVEL AGENTS)
INDUSTRY SUPPORT
CONTENT & DIGITAL PROGRAMS IN DEVELOPMENT
NATIONAL/ STO PARTNERSHIPS
PARTNERS
PARTNERSHIPS AND
DOMESTIC AUSSIE SPECIALISTS PROGRAM (Agent Training)
DISTRIBUTION
RUGBY CHAMPIONSHIPSTourism Australia
UPCOMING
CAMPAIGN
ACTIVITY GIFTING TRAVEL CITY ESCAPES SEE AUSTRALIA
DECEMBER: FEBRUARY: MARCH/APRIL:
Focus on giving travel and Mass media campaign to Mass media campaign
experiences through broadcast increase appeal of cities promoting epic journey
partnerships, social content, breaks and drive conversion around Australia to
PR campaign, Australia.com through partnerships. encourage bucket list
and ambassador work holidays here at home (rather
supported by paid media MAY: than saving and waiting for
activity. Second wave of mass media an overseas holiday).
campaign support for city
JANUARY: breaks.
Target those summer holiday
makers whilst in-situ to
upweight their holiday with
tourism experiences
35EARNED AND OWNED ACTIVITY
BROADCAST PR & FAMILS AUSTRALIA.COM FRIENDS OF AUSTRALIA
Broadcast partnership & support for Working with media outlets to Publishing new content, e.g., new Working with Friends of Australia to
programs such as: ensure ongoing editorial stories of itineraries, city guides, conscious generate coverage eg Hemsworth
• Travel Guides (Nine), key messages and themes. travel articles, etc. trip to Lord Howe that generated
• Taste of Australia with Hayden $15M worth of coverage.
Quinn (Ten) From 1 July more than 3,650 articles From 1 July – 31 October aus.com
• Tour de Cure (Seven) have been achieved this FY. has received more than 1,064,000
• Fishing Australia (WIN) unique domestic visitors.
• Getaway (Nine)
• Better Homes & Garden (Seven).
36NEW SOCIAL CONTENT: LISTICLES & DESTINATION GUIDES
LISTICLES: Launched 12 Aug DESTINATION GUIDES: LAUNCHED 12 OCT
Weekly Instagram Stories series that aims to inspire & Weekly Instagram Stories series that aims to educate &
encourage click-throughs. encourage click-through to Aus.com for more detailed
itineraries.
So far driven over 40,000 leads to industry & operator
social channels. 25+ total guides in development, to be re-purposed
into video content for use across digital.Tourism Australia
ADVERTISING CONTENT
TRAVEL AGENT
SUPPORT
38PHILLIPA HARRISON MANAGING DIRECTOR, TOURISM AUSTRALIA
THANK YOU 40
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