Understanding the Chinese consumer A major tourism research project into how international consumers view Australia and the factors most likely to motivate them to visit the country has been undertaken by Tourism Australia. The scale and depth of the research is unprecedented and provides unique insights into consumer demand in 15 of Australia’s most important inbound markets. Insights from the work will contribute towards the industry achieving its Tourism 2020 goal – to increase annual overnight tourism spending to between A$115bn and A$140bn by the end of the decade. The research will be used to help shape the future marketing of Australia and identify opportunities to make the country’s tourism offering more attractive to overseas visitors.
Respondent Profile Gender
Age
Male
46%
54%
Female
Place of Residence
Under 24 years
7%
Shanghai
36%
25- 34 years
52%
Beijing
25%
35- 44 years
30%
Guangzhou
14%
45- 54 years
9%
Nanjing
6%
55- 64 years
2%
Shenzhen
5%
65+ years
0%
Hangzhou
4%
Tianjin
3%
Other
3%
Qingdao
2%
Suzhou
Income Under ¥14,999 ¥15,000 - ¥34,999 ¥35,000 - ¥54,999 ¥55,000 - ¥74,999 ¥75,000 - ¥94,999 ¥95,000 - ¥149,999 ¥150,000 - ¥249,999 Above ¥250,000 Don’t know
1% 3% 2% 3% 5%
Living Situation
14%
Full time student
2%
14%
Work part time
Parents Partner Alone
4%
Housemates 27% 37% Other living situation 22% Single parent 0% Relatives/ family
3% 0% 0% 0%
Employment Status Work full time
Partner and children
2%
64%
1%
Looking for work
1%
Retired
1%
Home duties
0%
Other
0%
Occupation 95%
Professional Manager Labourer / trade Clerical and Admin Self-employed Sales Worker Other Community Worker Farmer
40% 37%
9% 6% 2% 2% 1% 0% 0%
Sample size n=939
Most important factors when selecting a holiday destination (Top 5) Respondents were asked what they look for when choosing any holiday destination. World class beauty and natural environments
57%
Good food, wine, local cuisine and produce
46%
A safe and secure destination
45%
Rich history and heritage
34%
Spectacular coastal scenery
27%
A family friendly destination
26%
A destination that offers value for money
24%
Interesting attractions to visit
22%
Great swimming beaches
22%
Romantic destination
21%
Great shopping/ world class brand names
19%
Native or cultural heritage or activities
19%
Clean cities, good road infrastructure with clear signposts
19%
Ease of obtaining visa
17%
Exciting events, local festivals and celebrations
17%
A range of quality accommodation options Friendly and open citizens, local hospitality Vibrant city lifestyle Different and interesting local wildlife Indigenous experiences A destination that offers the best in luxury accommodation and facilities Flights with no stop-overs
Read as: 57% of respondents rate ‘world class beauty and natural environments’ as among the top 5 most important factors when choosing a holiday destination.
16% 14% 13% 13% 8% 7% 2%
Understanding the Chinese consumer May 2014
How does Australia Rank? 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 beauty and natural environments’ Respondents who have visited Australia
All respondents
Respondents who have not visited Australia
Hawaii
70%
Australia
79%
Hawaii
72%
Australia
65%
Hawaii
66%
Australia
61%
42%
France
43%
Switzerland
40%
42%
Canada
Italy
40%
Italy
42%
France
Canada
37%
France
39%
Italy
39%
Switzerland
36%
United States
37%
Greece
38%
Greece
36%
New Zealand
34%
Canada
36%
29%
United States
33%
34%
United Kingdom
New Zealand
33%
Greece
26%
New Zealand
32%
Fiji
28%
South Africa
26%
Fiji
30%
United States
Read as: 79% of those that have visited Australia associate Australia with ‘world class beauty and natural environments’.
Elements of ‘world class beauty and natural environments’ Respondents were asked what are the most important types ‘World class beauty and natural environments’.
Respondents were asked what constitutes ‘World class beauty and natural environments’.
Remarkable scenery to soak up and enjoy
64%
Tropical islands and beaches environments
46%
Engaging with nature first hand, for example by hiking, bike riding or scuba diving
18%
Natural developed coastal environments
19%
World Heritage status areas
10%
Historical / cultural / religious environments
13%
Visiting sites of historical, cultural or religious significance
8%
Natural remote coastal environments
10%
None of the above
0%
Wide open inland / outback environments
8%
Wilderness / mountain environments
4%
None of the above
0%
Great swimming beaches
Respondents who have visited Australia
All respondents
Respondents who have not visited Australia
Hawaii
77%
Australia
79%
Hawaii
83%
Australia
58%
Hawaii
63%
Australia
50%
Fiji
37%
Fiji
31%
Singapore
30%
France
23%
France
23%
France
23%
21%
Indonesia/ Bali
22%
21%
United States (excluding Hawaii)
19% 19%
Indonesia/ Bali Italy
21% 18%
Canada New Zealand
United States (excluding Hawaii)
17%
Brazil
19%
Malaysia
Malaysia
17%
Argentina
18%
Italy
18%
New Zealand
16%
Indonesia/ Bali
18%
Greece
17%
Singapore
15%
Italy
18%
New Zealand
14%
Read as: 79% of respondents who have visited Australia previously associated Australia with ‘great swimming beaches’.
Understanding the Chinese consumer May 2014
Good food, wine, local cuisine and produce Respondents who have visited Australia
All respondents
Respondents who have not visited Australia
France
69%
Australia
76%
France
68%
Italy
50%
France
74%
Italy
49%
Australia
39%
Italy
51%
Brazil
34%
Hawaii
34%
35%
Hawaii
Brazil
34%
33%
United States (excluding Hawaii) Hawaii
32%
Mexico
34%
32%
Brazil
29%
Australia
28%
28%
Mexico
26%
27%
24%
Germany
23%
United States (excl Hawaii) Spain
Germany
23%
Argentina
22%
Germany
23%
Argentina
21%
Canada
21%
Argentina
21%
Mexico United States (excluding Hawaii) Spain
26%
Read as: 76% of those that have visited Australia associate Australia with ‘good food, wine, local cuisine and produce’.
Elements of ‘good, wine, local cuisine and produce’ Respondents were asked what constitutes ‘good food, wine, local cuisine and produce’ when choosing a holiday destination.
Respondents were asked what are the most important types ‘good food, wine, local cuisine and produce’.
Interesting and exciting street-food
32%
A range of multicultural food options
43%
A heritage of food and wine culture
20%
Natural fruit and vegetables
23%
Fresh local produce grown or raised in pristine natural environments
19%
Fresh seafood
18%
A national style of cooking I like
18%
High grade meat and livestock
8%
Award winning fine dining restaurants
7%
Vineyards with great food offerings
4%
None of the above
0%
Award winning wineries
5%
Renowned cheese and dairy
3%
None of the above
0%
How is Australian food and wine currently viewed by Chinese consumers? Respondents were asked which factors they currently associate with the Australian food and wine offering. Fresh local produce grown or raised in pristine natural environments
56%
Fresh seafood
51%
Fish and chips on the beach
48%
High grade meat and live stock
46%
A heritage of food and wine culture
43%
Wineries with great food
40%
Spectacular outdoor dining
37%
Stunning food and wine trails
34%
Multicultural food
34%
Food and wine events and local festivals
29%
Unique culinary experiences
27%
Meat pie with sauce
26%
Backyard BBQs
23%
Outback Steakhouses
20%
Fine dining restaurants
20%
None of the above
2%
Read as: 56% of respondents associated Australian food and wine with ‘fresh food produce grown or raised in pristine natural environments’.
Understanding the Chinese consumer May 2014
Rich history and heritage Respondents who have visited Australia
All respondents
Respondents who have not visited Australia
France
54%
France
58%
Greece
58%
Greece
54%
Australia
54%
France
53%
Italy
52%
Italy
50%
Italy
53%
UK
44%
Greece
43%
UK
44%
Germany
36%
UK
43%
Germany
37%
India
34%
Russia
36%
India
35%
Spain
31%
Germany
35%
Spain
31%
Australia
27%
India
31%
Mexico
26%
Russia
27%
Spain
30%
Russia
24%
Mexico
26%
Mexico
24%
Switzerland
23%
Australia
19%
13th
Read as: 54% of respondents who have visited Australia previously associated Australia with ‘rich history and heritage’.
Spectacular coastal scenery Respondents who have visited Australia
All respondents
Respondents who have not visited Australia
Hawaii
76%
Australia
86%
Hawaii
48%
Australia
58%
Hawaii
71%
United States
42%
Fiji
30%
New Zealand
31%
France
39%
New Zealand
24%
Singapore
25%
Australia
35%
United States (excluding Hawaii)
21%
Canada
22%
United Kingdom
32%
Indonesia/ Bali
20%
France
22%
Switzerland
29%
Italy
20%
21%
Germany
29%
Greece
United States (excluding Hawaii)
19%
18%
Singapore
26%
France
18%
16%
Guam
25%
Singapore
16%
15%
Italy
21%
Guam Indonesia/ Bali Italy
Read as: 86% of respondents who have visited Australia previously associated Australia with ‘spectacular coastal scenery’.
Family friendly destination Respondents who have visited Australia
All respondents
Respondents who have not visited Australia
Hawaii
60%
Australia
83%
Hawaii
61%
Australia
59%
Hawaii
54%
Australia
53%
France
48% 42%
United States (excluding Hawaii) France
45%
United States (excluding Hawaii) Singapore
38%
Singapore
Germany
37%
Canada
Italy
37%
Italy
France
50% 41%
35%
United States (excluding Hawaii) Germany
30%
Singapore
38%
28%
Italy
38%
Canada
36%
42%
39%
Canada
35%
New Zealand
26%
New Zealand
31%
Germany
26%
Switzerland
32%
21%
New Zealand
31%
UK
30%
UK
Read as: 83% of respondents who have visited Australia previously associated Australia with a ‘family friendly destination’.
Understanding the Chinese consumer May 2014
Romantic Destination
Respondents who have visited Australia
All respondents Hawaii France Australia Italy Greece Fiji New Zealand Switzerland Singapore UK
65%
Hawaii
56%
Australia
40%
France
34%
Italy
28%
Singapore
25%
Fiji
20%
New Zealand
19%
Canada
18%
Greece
18%
Central America/ Caribbean
Respondents who have not visited Australia Hawaii
62%
66%
France
62%
61%
Greece
42%
33%
Australia
35%
32%
Italy
25%
32%
Fiji
23%
25%
Switzerland
21%
21%
New Zealand
17%
19%
UK
15%
19%
Brazil
13%
18%
Read as: 62% of respondents who have visited Australia previously associated Australia with a ‘romantic destination’.
Safety and security Respondents who have visited Australia
All respondents
Respondents who have not visited Australia
Australia
52%
Australia
77%
Singapore
46%
Singapore
46%
France
51%
Australia
46%
Canada
42%
Germany
44%
Canada
43%
Germany
41%
43%
Germany
41%
France
41%
United States (excluding Hawaii) Singapore
43%
Switzerland
40%
United States (excluding Hawaii)
39%
Canada
37%
France
39%
Switzerland
39%
Hawaii
36%
United States (excluding Hawaii)
38%
UK
35%
New Zealand
35%
UK
36%
Hawaii
34%
UK
32%
Hawaii
33%
New Zealand
30%
Switzerland
32%
New Zealand
30%
Read as: 77% of those who have visited Australia previously associated Australia with ‘a safe and secure destination’.
Elements of a ‘safe and secure’ destination Respondents were asked what constitutes a ‘safe and secure destination’. A low chance of terrorism
Respondents who indicated Australia was not ‘safe and secure’ were asked why not. 32%
A destination whose people have different beliefs to mine
40%
A low chance of being robbed or assaulted
25%
Law enforcement system with integrity that can be trusted
Bad reports about the treatment of fellow travellers
34%
18%
A low chance of health risk
11%
A high chance of being robbed or assaulted
16%
Lack of bad reports about the treatment of fellow travellers
10%
Law enforcement system without integrity that cannot be trusted
12%
A destination whose people have similar beliefs to mine
2%
A high chance of terrorism
9%
None of the above
0%
Other
11%
Understanding the Chinese consumer May 2014
Value for money Respondents who have visited Australia
All respondents Hawaii
Respondents who have not visited Australia
33%
Australia
70%
Hawaii
33%
Australia
29%
Canada
42%
France
25%
France
28%
France
40%
Canada
20%
Canada
24%
United States (excluding Hawaii)
35%
Australia
20%
Singapore
23%
Singapore
35%
Singapore
20%
Italy
19%
Hawaii
30%
Italy
16%
United States (excluding Hawaii)
18%
Italy
30%
Switzerland
16%
Germany
16%
Argentina
25%
Germany
15%
15%
Germany
25%
United States (excluding Hawaii)
15%
15%
Brazil
20%
Malaysia
14%
Switzerland New Zealand
Read as: 70% of those who have visited Australia previously associated Australia with ‘value for money’.
Elements of ‘value for money’ Respondents were asked what constitutes ‘value for money’ when choosing a holiday destination.
Respondents who indicated Australia was not ‘value for money’ were asked why not.
The best experiences I can afford within my budget
35%
Unique / world’s best experiences that cannot be had anywhere else
29%
Low cost of travelling around the country or region
18%
Low cost of living expenses (food, accommodation etc) in the country or region
10%
Inexpensive airfares to the country or region
8% 0%
None of the above
High cost of living expenses (food, accommodation, etc)
49%
High cost of travelling around
44%
Expensive airfares
41%
Not the best experiences I can afford within my budget
23%
Experiences that are not unique and can be had elsewhere
22%
Other
3%
Interesting attractions to visit Respondents who have visited Australia
All respondents
Respondents who have not visited Australia
Hawaii
55%
Australia
68%
Hawaii
56%
Australia
50%
Hawaii
51%
France
47%
France
45%
France
38%
Australia
45%
Italy
42%
Brazil
36%
Italy
45%
UK
37%
36%
Greece
39%
United States (excluding Hawaii) Greece
36%
United States (excluding Hawaii) Canada
Brazil Canada
UK
39% 36%
Italy
31%
30%
UK
31%
United States (excluding Hawaii) Germany
30%
Spain
25%
Spain
29%
29%
Argentina
23%
Brazil
28%
35%
Spain
34%
30%
Read as: 68% of respondents who have visited Australia previously associated Australia with ‘interesting attractions to visit’.
Elements of ‘interesting attractions’ Respondents were asked what constitutes ‘interesting attractions’ when choosing a holiday destination. Natural landmarks/ Heritage Sites
47%
Historical landmarks
13%
Theme parks (e.g. Disneyland)
7%
Zoos/ Aquariums/ Wildlife Sanctuary
5%
Spectacular architecture
5%
Amusement/ Themed attractions
5%
Shopping centres and malls
4%
Museums/ art galleries/ theatres
4%
Cultural or religious sites
4%
Restaurants
3%
Casinos/ nightclubs/ bars
2%
None of the above
1%
Understanding the Chinese consumer May 2014
Exciting events, local festivals and celebrations Respondents who have visited Australia
All respondents
Respondents who have not visited Australia
Brazil
50%
Australia
79%
Brazil
51%
Hawaii
45%
France
53%
Hawaii
50%
France
43%
Brazil
50%
France
41%
Australia
34%
Italy
37%
Argentina
33%
Italy
32%
34%
Italy
31%
Argentina
28%
United States (excluding Hawaii) Hawaii
29%
Spain
29%
Spain
26%
Canada
26%
Germany
29%
Germany
25%
Singapore
18%
Mexico
23%
New Zealand
15%
Greece
23%
Germany
15%
Australia
United States (excluding Hawaii) Mexico
27% 21% 20%
Read as: 79% of respondents who have visited Australia previously associated Australia with ‘exciting events, local festivals and celebrations’.
Elements of ‘exciting events, local festivals and celebrations’ Respondents were asked what constitutes ‘exciting events, local festivals and celebrations’ when choosing a holiday destination.
Respondents were asked whether they always time their holiday and places visited with an event or festival of interest.
Average
-18%
51%
Average
-1%
81%
China
-6%
78%
Indonesia
-10%
72%
India
-9%
67%
South Korea
-8%
66%
Brazil
-10%
63%
Malaysia
-9%
58%
Japan
-16%
49%
Russia
-19%
46%
USA
-20%
40%
Singapore
-16%
37%
Italy
-30%
27%
France
-39%
25%
Germany
-36%
24%
United Kingdom
23%
New Zealand
-40% Disagree
Food and Wine festivals
21%
Natural and wildlife events
20%
Arts and entertainment events
18%
Local/ regional events
12%
Cultural celebrations
8%
Music festivals
6%
Sporting events
4%
Religious events
4%
Family events
4%
None of the above
3%
Agree
Reads as: 81% of Chinese respondents indicated they always time their holiday and places visited with an event or festival of interest.
Understanding the Chinese consumer May 2014
Associations with Australia vs. importance when selecting a holiday destination This chart shows the importance of each factor when selecting a holiday destination and the extent to which Australia is associated with each of these factors. The horizontal axis indicates the importance level, with low importance on the left side of the chart to high importance on the right. The vertical axis indicates the extent to which Australia is associated with each of these factors, with weak associations at the bottom to strong associations at the top. Strength
80
Weak
Associations with Australia
70 60
Strengths for Australia
Different and interesting local wildlife The best in luxury Quality accommodation and accommodation facilities
Romantic destination
40 30
Interesting attractions to visit
Vibrant city Great shopping
Exciting events
Friendly and open citizens
Flights with no stop-overs
Good food, wine, local cuisine and produce
Native or cultural heritage or activities
Ease of obtaining visa
20
World class beauty and natural Spectacular environments coastal Safe scenery and secure
Family friendly
Clean cities / good road infrastructure
Indigenous experiences
50
Great swimming beaches
Value for money Rich history and heritage
10 0
Opportunities for Australia 22
21
20
19
18
17
16
15
Low
14
13
12
11
10
9
8
7
6
importance when selecting a holiday destination
5
4
3
2
1
High
The factors placed in the top right quadrant are considered the strengths for Australia as a destination, given the high importance in destination choice and the strong association with Australia as a holiday destination. The factors placed in the bottom right quadrant are considered the opportunities for Australia as a destination, given the high importance in destination choice but ‘currently’ weak association with Australia as a holiday destination. Strengths for Australia: Great swimming beaches, interesting attractions to visit, family friendly, romantic destination, spectacular scenery, safe and secure, world class beauty and natural environments. Opportunities for Australia: Native or cultural heritage or activities, value for money, rich history and heritage, good food, wine local cuisine and produce.
Aspiration and Intention to visit Respondents were asked which destinations they would most like to visit in the next four years (aspiration), and which destinations they are actively planning to visit in the next two years (intention)
Australia
Australia
45%
Singapore
1719
28%
Malaysia
1553
24%
United States (including Hawaii)
1475
16%
France
1394
United States (excluding Hawaii)
16%
Vietnam
981
Russia
830 825
58%
France
51%
Hawaii
46%
Visitation 000’s of trips in 2012 (TE) Visitation rankings derived from Tourism Economics
Intention Which of the following destinations are you actively planning to visit for a holiday in the next 2 years?
Aspiration Which of the following destinations are you considering travelling to in the next 4 years?
France Hawaii Italy
Italy
38%
United States (excluding Hawaii)
37%
Singapore
31%
Singapore
14%
Canada
31%
New Zealand
14%
Eastern Europe Germany
757 726
Germany
29%
Canada
13%
Greece
28%
Germany
12%
Indonesia
Switzerland
28%
Greece
12%
Australia
626
Key: •Eastern Europe (e.g. Poland, Hungary, Czech Republic, Croatia, Slovenia) •Other Western Continental Europe (e.g., Netherlands, Austria, Portugal)
Read as: 58% of Chinese consumers are considering travel to Australia in the next 4 years, with 45% intending to visit. Australia is ranked 10th for visitation against other long haul destinations for outbound travel from China. Note: Hawaii is included in US for visitation figures as cannot be separated. Charts only display the top 10 destinations across aspiration, intention and visitation. Understanding the Chinese consumer May 2014
Destination expectations and satisfaction Based on their last trip, respondents were asked what their expectations were before they visited.
Based on their last trip, respondents were asked how satisfied they were with their holiday experience.
Trip expectation – Top 10
Trip satisfaction – Top 10
Australia
31%
Australia
44%
France
29%
Switzerland
38%
Greece
28%
Nepal
35%
Switzerland
27%
France
34%
UK
24%
Germany
28%
Hawaii
23%
Canada
27%
USA
18%
Hawaii
26%
Canada
15%
UK
24%
Nepal
15%
Italy
23%
New Zealand
13%
USA
22%
Read as: 31% of respondents had high trip expectations of Australia.
Read as: 44% of respondents who recently visited Australia were highly satisfied with their trip.
Obstacles preventing consumers from planning a holiday to Australia Respondents were asked if they had specific obstacles preventing planning a holiday in Australia. High cost of travelling around
37%
High cost of living expenses
29%
Flight is too long
28%
I don’t know enough about what to do there
21%
I don’t know anyone who lives there
20%
Expensive airfares
19%
I don’t know how to travel in/ around Australia
17%
Difficult to obtain visas
15%
Not the best experiences I can afford
12%
Bad reports about the treatment of fellow travellers
5%
A high chance of being robbed or assaulted
5%
A high chance of terrorism
5%
A destination whose people have different beliefs
4%
Told of a bad experience by someone I know
4%
Experiences that are not unique / had anywhere
3%
Law enforcement without integrity / trust
2%
Other
9%
Read as: 37% of respondents indicated that a ‘high cost of travelling around’ was a key obstacle for not planning a holiday to Australia.
Understanding the Chinese consumer May 2014
Consumer passions and interest segmentation Respondents were provided with a list of 52 individual passions points (i.e. hobbies) and asked to indicate which ones were of interest. Respondents were then asked to indicate which of these passions they would travel overseas to specifically follow or participate in. After a thorough segmentation each individual passion was grouped into segments of which consumers would travel overseas to follow or participate in. Nature
64%
Food and Wine
54%
Shopping
50%
Arts and History
48%
Aquatic activities
36%
Foreign culture
34%
Photography
31%
Music and festivals
26%
Sport
24%
Art Participation
21%
Adventure activities
19%
Self Drive
14%
Gambling
5%
Read as: 64% of consumers suggested they would travel overseas to follow or participate in a ‘nature’ based passion or area of interest. Nature Activities (64%) Bird watching, campervan-ing, camping, gardening, observing wildlife, natural wonders, tramping and walking.
Sports (24%) Cricket, golf, gym / fitness, horse racing, motor racing, netball, rugby, running, soccer and tennis.
Food and Wine (54%) Trying new / different foods, cooking / learning to cook and wine tasting.
Adventure Activities (19%) Four wheel driving, horse riding, hunting, kayaking, mountain biking, road cycling and skiing.
Art Appreciation and History (48%) Admiring architecture / design, art appreciation, museums and history.
Art Participation (21%) Drawing / illustration, painting, sculpture / pottery and writing, dancing and singing.
Aquatic Activities (36%) Diving, fishing, sailing, snorkelling / scuba diving, surfing / paddle boarding and swimming.
Single Activity Segments Shopping (50%) / Experiencing foreign culture (34%) / Photography (31%) Self Drive (14%) / Gambling (5%).
Concerts and Festivals (26%) Attending concerts / shows, attending music festivals.
Understanding the Chinese consumer May 2014
Preferred sources when planning and booking a holiday to Australia Inspiration
Respondents were asked to indicate their preferred sources when looking for inspiration and influence in selecting a holiday destination.
Respondents were asked to indicate their preferred sources when planning a holiday to Australia.
Planning
TV show/paper/magazine articles
40%
Social network sites
35%
Travel or guide books
35%
Online hotel booking site
32%
Airline
34%
Airline
30%
TV/newspapers/magazine advertisments
33%
Travel or guide books
29%
Social network sites
33%
Tour Operator
28%
Online hotel booking site
31%
General internet search
27%
General internet search
31%
TV show/paper/magazine articles
25%
Online flights booking site
30%
Online travel reviews
25%
Tour operator
28%
TV/newspapers/magazine advertisments
24%
Accom/activity provider website
27%
Travel agent
23%
Online travel reviews
21%
23%
Any other travel website
21%
Brochures
20%
Online flights booking site Friends and relatives who live or have been to Australia Accomodation/activity provider website
Travel agent
19%
Government Tourism Authority
16%
Government Tourism Authority Friends and relatives who live or have been to Australia Movies / books
19%
Movies / books
13%
19%
Any other travel website
13%
17%
Brochures
12%
15%
Advertised deal
9%
14%
Been there before
9%
11%
Celebrity endorsement
7%
1%
Didn’t obtain information
0%
83%
Online sources (all options)
83%
Been there before Celebrity endorsement Advertised deal Didn’t obtain information Online sources (all options)
Read as: 40% of respondents indicated TV show/newspaper/ magazine articles were important during early stages of planning a holiday. Booking
22% 20%
Read as: 35% of respondents indicated social network sites as a preferred source after deciding to travel.
Respondents were asked to indicate their preferred sources when booking a holiday to Australia.
Travel or guide books
32%
Social network sites
29%
Tour Operator
27%
Online hotel booking site
27%
General internet search
25%
TV/newspapers/magazine advertisments
23%
Airline
23%
Accomodation/activity provider website
23%
Online travel reviews
23%
Travel agent
23%
TV show/paper/magazine articles
21%
Online flights booking site Friends and relatives who live or have been to Australia Brochures
19%
Any other travel website
14%
Government Tourism Authority
12%
Movies / books
11%
Been there before
10%
Celebrity endorsement
10%
Advertised deal
9%
Didn’t obtain information
0%
Online sources (all options)
80%
19% 18%
Read as: 32% of respondents indicated travel or guide books as a preferred source when booking a holiday to Australia.
About the research The Consumer Demand Project (CDP) is a major international tourism research project into how global consumers view Australia and what most motivates them to visit, identifying the ‘triggers’ and experiences important to the consumer when selecting a holiday destination. The research project was carried out by BDA Marketing Planning, a consultancy who specialise in international demand side strategy development and consumer research. BDA Marketing Planning was originally employed by Tourism Australia in 2010 to work on a major strategic project which was the forerunner to the industry’s Tourism 2020 strategy. The aim of this follow-up consumer research project was to help determine the strategic priorities to achieve the Tourism 2020 goal, by providing a comprehensive assessment of Australia’s current destination appeal and the future tourism potential of key Australian holiday options. The research was carried out in fifteen of Australia’s key tourism markets: China, Germany, India, Indonesia, Japan, Malaysia, New Zealand, Singapore, South Korea, Brazil, Russia, Italy, France, UK and USA.
Understanding the Chinese consumer May 2014
