Understanding the Indian 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

Place of Residence

Under 24 years

Male

67%

33%

Female

55% 45% 0%

52%

35- 44 years

29%

Other

45- 54 years

5%

55- 64 years

2%

65+ years

0%

Living Situation Partner and children

16% 20% 13% 14% 12% 13%

27%.

Partner

15%

Housemates

4%

Alone

4%

Single parent

2%

Relatives/ family members

1%

Other living situation

Employment Status 47%

Parents

8% 3%

Delhi Mumbai

25- 34 years

Income Under Rs. 5,99,999 Rs. 6,00,000 to Rs. 9,99,999 Rs. 10,00,000 to Rs. 13,99,999 Rs. 14,00,000 to Rs. 21,99,999 Rs. 22,00,000 to Rs. 29,99,999 Rs. 30,00,000 to Rs. 41,99,999 Over Rs. 42,00,000 Don’t know / not say

12%

Retired

2%

Other

1%

Farmer

Work full time Work part time

6%

Home duties

2%

Looking for work

2%

Full time student

2%

0%

Occupation

Manager 84% Professional Self-employed/ Entreprenuer Labourer / tradesperson Clerical & Admin Worker Other Sales Worker Community Worker



48% 39% 6%

3% 2% 1% 1% 0%

Sample size n=860

Most important factors when selecting a holiday destination (Top 5) Respondents were asked what they look for when choosing any holiday destination. A safe and secure destination

33%

World class beauty and natural environments

33%

A destination that offers value for money

31%

Good food, wine, local cuisine and produce

31%

Interesting attractions to visit

28%

A family friendly destination

28%

Romantic destination

27%

Clean cities, good road infrastructure with clear signposts

24%

Great shopping/ world class brand names

23%

Rich history and heritage

22%

Exciting events, local festivals and celebrations

21%

Friendly and open citizens, local hospitality

21%

Ease of obtaining visa

20%

Spectacular coastal scenery

20%

A destination that offers the best in luxury accommodation and facilities Vibrant city lifestyle

17%

20%

Different and interesting local wildlife

17%

A range of quality accommodation options

15%

Flights with no stop-overs

15%

Great swimming beaches

13%

Indigenous experiences

12%

Native or cultural heritage or activities

12%

Read as: 33% of respondents rate ‘a safe and secure destination’ as among the top 5 most important factors when choosing a holiday destination.

Understanding the Indian 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.

Safety and security Respondents who have visited Australia

All respondents

Respondents who have not visited Australia

United States

44%

Australia

77%

Switzerland

45%

Switzerland

44%

Canada

50%

United States

45%

Canada

40%

United States

43%

Canada

38%

Australia

40%

Germany

43%

Germany

38%

Germany

39%

France

38%

Mauritius

35%

France

35%

Switzerland

38%

France

34%

Mauritius

33%

Japan

36%

United Kingdom

32%

United Kingdom

32%

New Zealand

34%

Australia

31%

Italy

30%

United Kingdom

34%

Italy

31%

New Zealand

29%

Brazil

30%

New Zealand

28%

Read as: 77% of those that have previously visited Australia had 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’.

Respondents who indicated Australia was not ‘safe and secure’ were asked why not.

A low chance of terrorism A low chance of being robbed or assaulted Law enforcement system with integrity that can be trusted

31%

Bad reports about the treatment of fellow travellers

55%

21%

A high chance of being robbed or assaulted

39%

15%

A low chance of health risk

A high chance of terrorism

29%

Law enforcement system without integrity that cannot be trusted

27%

9%

A destination whose people have different beliefs to mine

24%

4%

Other

11%

A destination whose people have similar beliefs to mine

9%

Lack of bad reports about the treatment of fellow travellers None of the above

4%

World class beauty and natural environments Respondents who have visited Australia

All respondents

Respondents who have not visited Australia

Switzerland

44%

Australia

70%

Switzerland

43%

Australia

40%

Switzerland

46%

Mauritius

41%

Mauritius

40%

Canada

43%

Hawaii

38%

Hawaii

37%

Germany

38%

France

34%

Canada

34%

Italy

38%

Australia

33%

France

34%

Mauritius

38%

Italy

33%

Italy

34%

Brazil

36%

Canada

33%

Germany

30%

France

36%

South Africa

29%

South Africa

29%

United Kingdom

36%

Germany

28%

28%

Hawaii

34%

Brazil

27%

Brazil

Read as: 70% of those that have previously visited Australia had 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’. Engaging with nature first hand, for example by hiking, bike riding or scuba diving

Tropical islands and beaches environments

24%

Natural developed coastal environments

20%

Historical / cultural / religious environments

15%

Wilderness / mountain environments

15%

15%

Natural remote coastal environments

15%

0%

Wide open inland / outback environments

10%

None of the above

1%

34%

Remarkable scenery to soak up and enjoy

27%

Visiting sites of historical, cultural or religious significance

24%

World Heritage status areas None of the above

Understanding the Indian consumer May 2014

Value for money All respondents

Respondents who have visited Australia

Australia Canada Mauritius Hong Kong Switzerland

Respondents who have not visited Australia

33%

Australia

58%

Mauritius

29%

30%

Canada

42%

Canada

27%

29%

United States

37%

Australia

26%

27%

Switzerland

33%

Hong Kong

26%

26%

Brazil

32%

Switzerland

24%

Italy

24%

Hong Kong

32%

Italy

22%

Brazil

23%

Mauritius

32%

France

21%

United States

22%

Italy

30%

Brazil

21%

France

22%

South Africa

28%

Germany

19%

Germany

21%

Japan

27%

Hawaii

18%

Read as: 58% of respondents 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%

High cost of living expenses (food, accommodation, etc.)

61%

Unique / world’s best experiences that cannot be had anywhere else

23%

Expensive airfares

52%

Low cost of living expenses (food, accommodation, etc.) in the country or region

14%

High cost of travelling around

Low cost of travelling around the country or region

14%

Experiences that are not unique and can be had elsewhere

25%

Inexpensive airfares to the country or region

12%

Not the best experiences I can afford within my budget

19%

None of the above

1%

Other

1%

48%

Romantic destination Respondents who have visited Australia

All respondents

Respondents who have not visited Australia

Switzerland

49%

Australia

56%

Switzerland

48%

Mauritius

41%

Switzerland

51%

Mauritius

42%

34%

Canada

49%

France

31%

31%

France

49%

Hawaii

30%

31%

Hawaii

35%

Australia

26%

24%

Germany

35%

Italy

22%

24%

Greece

35%

United States (excluding Hawaii)

20%

22%

Mauritius

35%

Brazil

19%

21%

Italy

33%

Canada

18%

20%

UK

33%

Mexico

18%

France Australia Hawaii Italy Canada United States (excluding Hawaii) Germany Brazil

Read as: 56% of respondents who have visited Australia previously associated Australia with a ‘romantic destination’.

Rich history and heritage Respondents who have visited Australia

All respondents

Respondents who have not visited Australia

Italy

34%

Australia

61%

Italy

35%

Germany

31%

France

39%

Germany

30%

France

28%

France

30%

Mauritius

39%

United States (excluding Hawaii)

28%

Germany

36%

Greece

28%

Greece

28%

South Africa

36%

United States (excluding Hawaii)

27%

UK

26%

Brazil

32%

UK

27%

Mauritius

25%

Canada

32%

China

25%

Brazil

25%

United States (excluding Hawaii)

32%

Brazil

23%

China

24%

Japan

32%

Mauritius

23%

South Africa

24%

Italy

32%

Switzerland

22%

17th Australia

17%

11th Australia

23%

Read as: 61% of respondents who have visited Australia previously associated Australia with ‘rich history and heritage’. Understanding the Indian consumer May 2014

Good food, wine, local cuisine and produce Respondents who have visited Australia

All respondents

Respondents who have not visited Australia 63%

France

36%

53%

Italy

36%

France

49%

Germany

30%

Italy

47%

Australia

28%

32%

Germany

43%

Mauritius

28%

Mauritius

30%

Hong Kong

39%

Canada

28%

United States

29%

Mauritius

39%

United States

27%

Mexico

28%

Greece

37%

Mexico

26%

Hong Kong

28%

Switzerland

37%

Hong Kong

25%

Switzerland

27%

United States

35%

Switzerland

25%

France

38%

Australia

Italy

38%

Canada

Australia

35%

Germany

33%

Canada

Read as: 63% of those that have previously visited Australia had associated 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

21%

Natural fruit and vegetables

22%

Fresh local produce grown or raised in pristine natural environments

20%

A range of multicultural food options

19%

A heritage of food and wine culture

18%

Fresh seafood

16%

17%

Award winning wineries

13%

High grade meat and livestock

A national style of cooking I like Award winning fine dining restaurants Vineyards with great food offerings None of the above

10% 2%

14% 14%

Renowned cheese and dairy

10%

None of the above

4%

How is Australian food and wine currently viewed by Indian consumers? Respondents were asked which factors they currently associate with the Australian food and wine offering. Spectacular outdoor dining

37%

Fresh local produce grown or raised in pristine natural environments

35%

Fish and chips on the beach

33%

Fresh seafood

32%

A heritage of food and wine culture

29%

Multicultural food

26%

Backyard BBQs

26%

High grade meat and live stock

26%

Unique culinary experiences

25%

Stunning food and wine trails

23%

Fine dining restaurants

23%

Wineries with great food

21%

Meat pie with sauce

20%

Outback Steakhouses

20%

Food and wine events and local festivals

17%

None of the above

7%

Read as: 37% of respondents associated Australian food and wine with ‘spectacular outdoor dining’.

Understanding the Indian consumer May 2014

Clean cities, good road infrastructure with clear signposts Respondents who have visited Australia

All respondents

Respondents who have not visited Australia

Canada

45%

Australia

74%

Canada

44%

Australia

43%

Canada

46%

Germany

40%

Germany

38%

France

39%

United States (excluding Hawaii)

38%

France

37%

Mauritius

37%

Switzerland

38%

Switzerland

37%

Germany

33%

France

36%

Mauritius

34%

Switzerland

33%

Australia

34%

United States (excluding Hawaii)

34%

UK

30%

Mauritius

34%

Italy

31%

Japan

26%

Italy

33%

Japan

27%

Brazil

24%

Japan

28%

UK

27%

Italy

24%

Hawaii

26%

Read as: 74% of respondents who have visited Australia previously associated Australia Australia with ‘clean cities, good road infrastructure with clear signposts’.

Great shopping Respondents who have visited Australia

All respondents

Respondents who have not visited Australia

United States (excluding Hawaii)

40%

Australia

59%

Canada

34%

Canada

Germany

34%

Australia

39%

50%

United States (excluding Hawaii) Germany

41%

Hong Kong

32%

34%

United States (excluding Hawaii) Japan

39%

France

32%

France

34%

France

39%

Canada

30%

Hong Kong

33%

Italy

39%

Italy

27%

Italy

30%

Germany

36%

Australia

26%

Switzerland

27%

Brazil

34%

Mauritius

25%

UK

26%

Hong Kong

34%

UK

25%

Japan

25%

Switzerland

34%

Switzerland

25%

34%

Read as: 59% of respondents who have visited Australia previously associated Australia with ‘great shopping’.

Interesting attractions to visit Respondents who have visited Australia

All respondents

Respondents who have not visited Australia

Switzerland

47%

Australia

71%

Switzerland

49%

Australia

43%

Brazil

49%

Mauritius

41%

Mauritius

39%

Canada

46%

Italy

39%

Italy

37%

Switzerland

39%

Germany

38%

Germany

37%

United Kingdom

37%

United States

37%

Canada

36%

Mauritius

34%

Australia

37%

United States

36%

North Africa

34%

Hawaii

35%

Hawaii

34%

Hawaii

32%

France

35%

Brazil

34%

Germany

32%

Canada

34%

France

33%

Greece

32%

Hong Kong

32%

Read as: 71% 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

26%

Historical landmarks

16%

Theme parks (e.g. Disneyland)

12%

Shopping centres and malls

10%

Cultural or religious sites

9%

Amusement/ Themed attractions

6%

Spectacular architecture

5%

Restaurants

5%

Casinos/ nightclubs/ bars

4%

Zoos/ Aquariums/ Wildlife Sanctuary

3%

Museums/ art galleries/ theatres

3%

None of the above

1%

Understanding the Indian consumer May 2014

Exciting events, local festivals and celebrations All respondents

Respondents who have visited Australia

Respondents who have not visited Australia

Brazil

41%

Australia

64%

Brazil

41%

Mauritius

33%

France

53%

Mauritius

31%

Canada

32%

Italy

47%

Canada

29%

Australia

32%

Canada

44%

Germany

27%

France

32%

Germany

44%

Italy

27%

31%

Brazil

42%

France

27%

Mauritius

42%

Switzerland

26%

Italy Germany

31%

Hawaii

27%

Hong Kong

25%

Switzerland

24.%

United States

Hawaii

36%

Hawaii

33%

Hong Kong

25%

Australia

24%

Hong Kong

33%

23%

Read as: 64% 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. 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

-40%

23%

New Zealand

Disagree

Natural and wildlife events

19%

Music festivals

14%

Cultural celebrations

13%

Family events

13%

Arts and entertainment events

10%

Sporting events

9%

Food and Wine festivals

8%

Local/ regional events

8%

Religious events

5%

None of the above

2%

Agree

Reads as: 72% of Indians respondents indicated they always time their holiday and places visited with an event or festival of interest.

Friendly and open citizens, local hospitality Respondents who have visited Australia

All respondents Canada

35%

United States (excluding Hawaii)

35%

Mauritius

35%

Australia

33%

Germany

32%

Respondents who have not visited Australia 56%

Canada

35%

Mauritius

41%

United States (excluding Hawaii)

35%

Canada United States (excludingHawaii)

38%

Mauritius

34%

38%

Germany

32%

34%

Australia

30%

Germany

34%

France

29%

Australia

New Zealand

Switzerland

29%

France

29%

Italy

31%

Switzerland

29%

Italy

27%

Japan

28%

Italy

26%

Hong Kong

23%

Switzerland

28%

Hong Kong

22%

20%

Hong Kong

25%

UK

21%

UK

Read as: 56% of respondents who have visited Australia previously associated Australia with ‘friendly open citizens, and local hospitality’.

Understanding the Indian 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.

Weak

Associations with Australia

Strength

80

Strengths for Australia

70 60 50 40

Native or cultural heritage or activities

The best in luxury accommodation Different and and facilities interesting local wildlife

Great swimming beaches

Quality accommodation

Friendly and open citizens Spectacular coastal scenery Ease of obtaining visa

Vibrant city

30

Flights with no Indigenous stop-overs experiences

20

Interesting attractions to visit

Clean cities / good road infrastructure

World class beauty and natural environments

Good food, wine, local cuisine and produce

Exciting events

Family friendly Romantic destination

Great shopping

Value for money

Safe and secure

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: Clean cities/good road infrastructure, interesting attractions to visit and world class beauty and natural environments. Opportunities for Australia: Exciting events, great shopping, good food, wine, local cuisine and produce, safety and security, value for money, family friendly, romantic destination, great shopping, rich history and heritage.

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

40%

Australia

31%

Mauritius

36%

Switzerland

29%

35%

Mauritius

27%

Canada

26%

Switzerland Canada France

31%

France

29%

Italy

29%

Germany

27%

Germany

United States (including Hawaii) France United Kingdom Hong Kong

23%

Italy

725 351 343 269 251 218

21%

Switzerland

20%

Eastern Europe

210

United States (excluding Hawaii)

17%

China

200

Germany

172

Italy

United States (excluding Hawaii)

25%

Hong Kong

22%

Hong Kong

17%

22%

United Kingdom

17%

New Zealand

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?

Key: •Eastern Europe (e.g. Poland, Hungary, Czech Republic, Croatia, Slovenia) •United Kingdom (e.g. England, Scotland, Wales, Ireland) •China (excl. Hong Kong)

11th

Macau

162

Australia

159

Read as: 40% of Indian consumers are considering travel to Australia in the next 4 years, with 31% intending to visit. Australia is ranked 11th for visitation against other long haul destinations for outbound travel from India. 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 Indian 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

36%

Switzerland

68%

Russia

23%

Australia

54%

France

23%

Hong Kong

52%

Switzerland

22%

France

50%

Italy

20%

USA

47%

New Zealand

19%

Macau

46%

USA

19%

UK

43%

Mauritius

18%

Hawaii

43%

UK

17%

New Zealand

42%

Spain

17%

UAE

41%

Read as: 36% of respondents had high trip expectations of Australia.

Read as: 54% 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. Expensive airfares

42%

High cost of living expenses

38%

High cost of travelling around

33%

I don’t know enough about what to do there

27%

A high chance of being robbed or assaulted

24%

Flight is too long

22%

Difficult to obtain visas

21%

Bad reports about the treatment of fellow travellers

18%

Not the best experiences I can afford

17%

Experiences not unique / can be had anywhere

15%

Law enforcement without integrity / trust

15%

I don’t know anyone who lives there

13%

A destination whose people have different beliefs

12%

A high chance of terrorism

11%

I don’t know how to travel in/ around Australia

9%

Told of a bad experience by someone I know

4%

Other

2%

Read as: 42% of respondents indicated ‘expensive airfares’ was a key obstacle for not planning a holiday to Australia.

Understanding the Indian 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

48%

Sport

40%

Arts and History

36%

Shopping

36%

Photography

35%

Food and Wine

30%

Aquatic activities

30%

Art Participation

29%

Adventure activities

27%

Foreign Culture

20%

Music and festivals

18%

Self Drive

8%

Gambling

5%

Read as: 48% of consumers suggested they would travel overseas to follow or participate in a ‘nature’ based passion or area of interest. Nature Activities (48%) Bird watching, campervan-ing, camping, gardening, observing wildlife, natural wonders, tramping and walking.

Sports (40%) Cricket, golf, gym / fitness, horse racing, motor racing, netball, rugby, running, soccer and tennis.

Food and Wine (30%) Trying new / different foods, cooking / learning to cook and wine tasting.

Adventure Activities (27%) Four wheel driving, horse riding, hunting, kayaking, mountain biking, road cycling and skiing.

Art Appreciation and History (36%) Admiring architecture / design, art appreciation, museums and history.

Art Participation (29%) Drawing / illustration, painting, sculpture / pottery and writing, dancing and singing.

Aquatic Activities (30%) Diving, fishing, sailing, snorkelling / scuba diving, surfing / paddle boarding and swimming.

Single Activity Segments Experiencing foreign culture (20%) / Shopping (36%) / Photography (35%) Self Drive (8%) / Gambling (5%).

Concerts and Festivals (18%) Attending concerts / shows, attending music festivals.

Understanding the Indian 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.

Planning

Respondents were asked to indicate their preferred sources when planning a holiday to Australia.

General internet search

28% 27%

28%

Online flights booking site Friends and relatives who live or have been to Australia Travel agent

27%

Online travel reviews

22%

24%

Been there before

21%

General internet search

24%

Government Tourism Authority

21%

Online hotel booking site

23%

Movies / books

20%

Online travel reviews

21%

Social network sites

19%

Advertised deal

19%

Brochures

17%

Accommodation/activity provider website

19%

Travel or guide books

17%

Movies / books

17%

Any other travel website

17%

Been there before

16%

Advertised deal

16%

Any other travel website

15%

Tour Operator

16%

Travel or guide books

14%

Airline

16%

Social network sites

14%

TV/newspapers/magazine advertisments

15%

TV/newspapers/magazine advertisments

13%

TV show/paper/magazine articles

15%

TV show/paper/magazine articles

13%

Online hotel booking site

15%

Government Tourism Authority

11%

Accommodation/activity provider website

14%

Celebrity endorsement

9%

Celebrity endorsement

12%

Didn’t obtain information

0.0

Didn’t obtain information

0.0

Online sources (all options)

72%

Online sources (all options)

64%

Online flights booking site

35%

Brochures

28%

Travel agent

28%

Airline Friends and relatives who live or have been to Australia Tour Operator

Read as: 35% of respondents indicated online flights booking site were important during early stages of planning a holiday. Booking

26% 26%

Read as: 28% of respondents indicated general net search as a preferred source when planning a holiday to Australia.

Respondents were asked to indicate their preferred sources when booking a holiday to Australia.

General internet search

31%

Travel agent

29%

Online hotel booking site

26%

Brochures

24%

Social network sites Friends and relatives who live or have been to Australia Airline

23%

Online flights booking site

22%

Tour Operator

21%

Online travel reviews

20%

Government Tourism Authority

19%

Travel or guide books

17%

TV/newspapers/magazine advertisments

15%

Movies / books

14%

Been there before

14%

Accommodation/activity provider website

14%

TV show/paper/magazine articles

13%

Advertised deal

12%

Any other travel website

12%

Celebrity endorsement

12%

Didn’t obtain information

1%

Online sources (all options)

70%

22% 22%

Read as: 31% of respondents indicated general net search 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 Indian consumer May 2014