Understanding the New Zealand 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
42%
58%
Female
Place of Residence
Under 24 years
9%
Auckland
36%
25- 34 years
20%
Canterbury
12%
35- 44 years
19%
Wellington
12%
45- 54 years
17%
Waikato
8%
55- 64 years
16%
Otago
6%
65+ years
19%
Manawatu-Wanganui
5%
Western Bay of Plenty
4%
Hawke’s Bay
3%
Taranaki
3%
Other
Income
Living Situation
< $30,000
14%
$30,000 - $49,999
17%
$50,000 - $69,999
Don’t know / not say
32%
Alone 20%
14%
$100,000 149,999 $150,000+
Partner and children
16%
$70,000 - $99,999 7% 12%
7%
Parents
5%
Single parent
5%
Relatives/ family
3%
23%
Work part time Retired Home duties
16% 9%
Full time student
6%
Looking for work
5%
Other
2%
1%
Occupation 39%
Work full time
13%
Housemates
Other living situation
Employment Status 35%
Partner
10%
Professional Clerical & Admin Manager Self-employed Labourer / trade Other Community Worker Sales Farmer
23% 8% 8% 8% 5% 4% 3% 3% 1%
Sample size n=941
Most important factors when selecting a holiday destination (Top 5) Respondents were asked what they look for when choosing any holiday destination. Interesting attractions to visit
54%
A destination that offers value for money
53%
A safe and secure destination
53%
Friendly and open citizens, local hospitality
33%
Good food, wine, local cuisine and produce
32%
Rich history and heritage
28%
A family friendly destination
27%
World class beauty and natural environments
25%
A range of quality accommodation options
22%
Exciting events, local festivals and celebrations
16%
Different and interesting local wildlife
15%
Great shopping/ world class brand names
14%
Spectacular coastal scenery
14%
Great swimming beaches
13%
Native or cultural heritage or activities
13%
Clean cities, good road infrastructure with clear signposts Flights with no stop-overs Ease of obtaining visa Vibrant city lifestyle Indigenous experiences A destination that offers the best in luxury accommodation and facilities Romantic destination
13% 13% 11% 10% 9% 6% 6%
Read as: 54% of respondents rate ‘interesting attractions to visit’ as among the top 5 most important factors when choosing a holiday destination. Understanding the New Zealand 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
Australia
86%
Australia
88%
Australia
74%
UK
61%
UK
63%
UK
52%
Canada
61%
Canada
62%
Canada
50%
Switzerland
53%
Switzerland
54%
Singapore
48%
Singapore
52%
Hawaii
53%
Switzerland
44%
Hawaii
52%
France
53%
Hawaii
39%
France
51%
Singapore
52%
Germany
39%
Germany
46%
Germany
47%
France
36%
Italy
44%
Italy
45%
Italy
33%
United States (excluding Hawaii)
43%
United States (excluding Hawaii)
45%
Japan
32%
Read as: 88% of those that have previously visited Australia had associated Australia with ‘a safe and secure destination’.
Elements of a ‘safe and secure’ destination A low chance of being robbed or assaulted
32%
A low chance of terrorism
27%
A low chance of health risk
17%
Law enforcement system with integrity that can be trusted
16%
A destination whose people have similar beliefs to mine
3%
Lack of bad reports about the treatment of fellow travellers
3%
None of the above
2%
World class beauty and natural environments’ Respondents who have visited Australia
All respondents Australia
71%
Respondents who have not visited Australia
Australia
74%
Australia
58%
Canada
70%
Canada
72%
Canada
58%
Switzerland
63%
Switzerland
64%
Switzerland
58%
Italy
56%
Italy
58%
Hawaii
55%
Hawaii
53%
Brazil
53%
Scandinavia
50%
Brazil
51%
Hawaii
53%
United States (excluding Hawaii)
45%
Scandinavia
50%
Greece
50%
Italy
45%
France
48%
Scandinavia
50%
Brazil
42%
UK
47%
UK
50%
France
42%
Greece
47%
France
49%
UK
37%
Read as: 74% of those that have previously visited Australia had associated 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 Visiting sites of historical, cultural or religious
52%
Tropical islands and beaches environments
26%
24%
Historical / cultural / religious environments
25%
significance Engaging with nature first hand, for example by hiking, bike riding or scuba diving
Wilderness / mountain environments 16%
6%
World Heritage status areas None of the above
1%
16%
Natural remote coastal environments
13%
Natural developed coastal environments
10%
Wide open inland / outback environments
6%
None of the above
3%
Understanding the New Zealand consumer May 2014
Value for money Respondents who have visited Australia
All respondents
Respondents who have not visited Australia
Australia
55%
Australia
56%
Australia
47%
Thailand
41%
Thailand
42%
Thailand
35%
33%
Fiji
34%
Fiji
25%
Fiji Vietnam
29%
Indonesia/ Bali
28%
Vietnam Indonesia/ Bali
23%
30%
Vietnam
29%
19%
23%
United States (excluding Hawaii) China
United States (excluding Hawaii)
22%
United States (excluding Hawaii)
Other South Pacific
21%
Other South Pacific
22%
Hong Kong
19%
Malaysia
21%
Malaysia
21%
India
19%
Singapore
18%
Singapore
18%
Indonesia/ Bali
19%
Hong Kong
17%
Hawaii
16%
Singapore
19%
19%
Read as: 56% 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. The best experiences I can afford within my budget Inexpensive airfares to the country or region
Respondents who indicated Australia was not ‘value for money’ were asked why not.
42%
High cost of living expenses (food, accommodation, etc.)
73%
26%
High cost of travelling around
42%
Low cost of living expenses (food, accommodation, etc.) in the country or region
17%
Experiences that are not unique and can be had elsewhere
35%
Unique / world’s best experiences that cannot be had anywhere else
10%
Not the best experiences I can afford within my budget
26%
Low cost of travelling around the country or region
5%
Expensive airfares
20%
None of the above
0%
Other
8%
Interesting attractions to visit All respondents
Respondents who have visited Australia
Australia
Respondents who have not visited Australia
Australia
71%
United States (excluding Hawaii)
67%
Italy
70%
UK
67%
France
69%
Australia
UK
67%
France
65%
United States (excluding Hawaii)
66%
Italy
Greece
60%
Greece
63%
Brazil
Germany
53%
Germany
55%
Japan
Canada
49%
Canada
50%
46%
Spain
48%
Switzerland
46%
70%
France Italy UK
66%
United States (excluding Hawaii)
Spain
45%
Switzerland
60% 59% 57% 51% 49% 41% 40% 38%
Canada
38%
Hawaii
37%
Thailand
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
31%
Historical landmarks
26%
Theme parks (e.g. Disneyland)
9%
Zoos/ Aquariums/ Wildlife Sanctuary
8%
Shopping centres and malls
5%
Museums/ art galleries/ theatres
4%
Amusement/ Themed attractions
4%
Restaurants
4%
Cultural or religious sites
3%
Spectacular architecture
3%
Casinos/ nightclubs/ bars
1%
None of the above
3%
Understanding the New Zealand consumer May 2014
Good food, wine, local cuisine and produce Respondents who have visited Australia
All respondents
Respondents who have not visited Australia
France
75%
France
78%
Italy
59%
Italy
70%
Italy
72%
France
56%
Australia
63%
Australia
66%
Australia
44%
Spain
42%
Spain
43%
UK
33%
Greece
39%
Greece
41%
Spain
31%
Thailand
37%
Thailand
39%
Japan
28%
Japan
37%
Japan
38%
Thailand
28%
Germany
35%
Germany
36%
Germany
28%
Argentina
28%
Argentina
30%
Singapore
23%
United States (excluding Hawaii)
27%
United States (excluding Hawaii)
29%
Malaysia
21%
Read as: 66% 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. Interesting and exciting street-food
23%
Fresh local produce grown or raised in pristine natural environments
23%
A national style of cooking I like
20%
A heritage of food and wine culture
16%
Vineyards with great food offerings
12%
Award winning fine dining restaurants
5%
None of the above
2%
Respondents were asked what are the most important types ‘good food, wine, local cuisine and produce’.
34%
A range of multicultural food options Fresh seafood
28%
Natural fruit and vegetables
15%
Award winning wineries
9%
High grade meat and livestock
8%
Renowned cheese and dairy
4%
None of the above
3%
How is Australian food and wine currently viewed by New Zealand consumers? Respondents were asked which factors they currently associate with the Australian food and wine offering.
Fresh seafood
55%
Backyard BBQs
42%
Multicultural food
42%
Fresh local produce grown or raised in pristine natural environments
37%
Spectacular outdoor dining
37%
Wineries with great food
35%
Fish and chips on the beach A heritage of F&W culture Stunning food and wine trails Fine dining restaurants F&W events and local festivals High grade meat and live stock Outback Steakhouses Unique culinary experiences Meat pie with sauce None of the above
34% 31% 27% 26% 26% 26% 23% 17% 14% 11%
Read as: 55% of respondents associated Australian food and wine with ‘fresh seafood’.
Understanding the New Zealand consumer May 2014
Exciting events, local festivals and celebrations Respondents who have visited Australia
All respondents
Respondents who have not visited Australia 56%
Brazil
54%
Brazil
Brazil
56%
Australia
43%
Australia
44%
Hawaii
38%
Italy
41%
Italy
44%
Spain
31%
France
39%
France
43%
Italy
30%
United States (excluding Hawaii)
37%
United States (excluding Hawaii)
38%
France
26%
UK
36%
Argentina
39%
Australia
26%
Argentina
35%
Central America/ Caribbean
39%
Germany
24%
Mexico
35%
Mexico
39%
United Kingdom
21%
Central America/ Caribbean
34%
UK
39%
Guam
Hawaii
33%
Greece
34%
Greece
17% 17%
Read as: 44% 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 whether they always time their holiday and places visited with an event or festival of interest.
Average
Respondents were asked what constitutes ‘exciting events, local festivals and celebrations’ when choosing a holiday destination.
-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
Family events
19%
Arts and entertainment events
17%
Music festivals
14%
Food and Wine festivals
13%
Sporting events
10%
Natural and wildlife events
9%
Local/ regional events
8%
Cultural celebrations
7%
Religious events
1%
None of the above
2%
Agree
Reads as: 23% of New Zealand respondents indicated they always time their holiday and places visited with an event or festival of interest
Range of quality accommodation options Respondents who have visited Australia
All respondents
Respondents who have not visited Australia
83%
Australia
85%
Australia
71%
United States (excluding Hawaii)
64%
United States (excluding Hawaii)
64%
United States (excluding Hawaii)
61%
UK
52%
Hawaii
53%
UK
Hawaii
51%
UK
51%
France
France
51%
France
51%
Canada
Canada
49%
Canada
48%
Singapore
Singapore
43%
Singapore
42%
Italy
Italy
40%
Italy
40%
Hawaii
Fiji
37%
Fiji
39%
Hong Kong
Hong Kong
37%
Germany
39%
Japan
Australia
57% 54% 50% 50% 43% 39% 39% 36%
Read as: 85% of respondents who have visited Australia previously associated Australia with ‘a range of quality accommodation options’. Understanding the New Zealand consumer May 2014
Friendly and open citizens, local hospitality Respondents who have visited Australia
All respondents
Respondents who have not visited Australia
Australia
63%
Australia
65%
Australia
50%
Canada
47%
Canada
48%
Hawaii
43%
Fiji
44%
Fiji
46%
Italy
38%
Hawaii
41%
Hawaii
41%
UK
38%
UK
40%
UK
41%
Canada
35%
United States (excluding Hawaii)
34%
United States (excluding Hawaii)
34%
Fiji
35%
Italy
31%
Italy
30%
United States (excluding Hawaii)
33%
Other South Pacific
29%
Other South Pacific
30%
Other South Pacific
25%
Singapore
28%
Thailand
29%
France
25%
Thailand
27%
Singapore
28%
Singapore
23%
Read as: 65% of respondents who have visited Australia previously associated Australia with ‘friendly open citizens, and local hospitality’.
Rich history & heritage Respondents who have visited Australia
All respondents
Respondents who have not visited Australia
Italy
81%
Italy
83%
Greece
68%
Greece
78%
France
81%
Italy
68%
UK
77%
UK
80%
UK
59%
France
77%
Greece
79%
France
51%
Germany
65%
Germany
69%
Spain
46%
Eastern Europe
62%
Eastern Europe
65%
Eastern Europe
43%
Spain
57%
Russia
59%
Germany
43%
Russia
57%
Spain
59%
China
41%
Japan
54%
Japan
57%
Russia
41%
China
52%
China
54%
India
38%
24th Australia
27%
24th Australia
30%
30th Australia
14%
Read as: 30% of respondents who have visited Australia previously associated Australia with ‘rich history and heritage’.
Family friendly destination
Respondents who have visited Australia
All respondents Australia
82%
Hawaii
Respondents who have not visited Australia
Australia
87%
Australia
63%
59%
Hawaii
41%
United States 58% (excluding Hawaii)
41%
Fiji
56%
Canada
34%
46%
UK
49%
UK
Canada
46%
Canada
49%
Singapore
France
33%
France
36%
Switzerland
Italy
32%
Italy
34%
Fiji
Switzerland
29%
Switzerland
30%
Italy
Singapore
28%
Singapore
30%
Japan
56%
Hawaii
United States (excluding Hawaii)
55%
United States (excluding Hawaii)
Fiji
49%
UK
34% 24% 23% 22% 22% 20%
Read as: 87% of respondents who have visited Australia previously associated Australia with ‘a family friendly destination’.
Understanding the New Zealand 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 70
The best in luxury accommodation and facilities 60
Spectacular coastal scenery
Great shopping
Flights with no stop-overs Clean cities / good road infrastructure
Ease of obtaining visa
40
Different and interesting local wildlife
World class beauty and natural environments Friendly and open citizens
Indigenous experiences
Native or cultural heritage or activities
30 20
Safe and secure Interesting attractions to visit Good food, wine, local cuisine and produce Value for money
Strengths for Australia
Vibrant city
50
Family friendly
Quality accommodation
Great swimming beaches
Exciting events Rich history and heritage
Romantic destination
10 Opportunities for Australia
0 22
21
20
19
18
17
16
15
Low
14
13
12
11
10
9
8
7
6
5
importance when selecting a holiday destination
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: Different and interesting local wildlife, great swimming beaches, quality accommodation, world class beauty and natural environments, friendly and open citizens, good food, wine, local cuisine and produce, interesting attractions to visit, value for money, safety and security, family friendly. Opportunities for Australia: 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
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? Australia
56%
Australia
18%
186
United States (excluding Hawaii)
United States (including Hawaii)
15%
United Kingdom
177
78%
United Kingdom
1201
United Kingdom
42%
United States (excluding Hawaii) France
40% 27%
Other South Pacific
11%
China
128
Hawaii
25%
France
9%
Thailand
114
Italy
25%
Hawaii
8%
Singapore
107
Other South Pacific
23%
Fiji
7%
Fiji
106
Fiji
22%
Italy
7%
Eastern Europe
76
Canada
22%
Canada
7%
Hong Kong
72
Singapore
17%
Singapore
6%
Malaysia
66
Key: •Eastern Europe (e.g. Poland, Hungary, Czech Republic, Croatia, Slovenia) •United Kingdom (e.g. England, Scotland, Wales, Ireland)
• Other South Pacific (e.g. Tonga, Samoa, Cook Islands, Vanuatu, New Caledonia) •Other South America (e.g. Chile, Columbia)
Read as: 78% of New Zealand consumers are considering travel to Australia in the next 4 years, with 56% intending to visit. Australia is ranked 1st for visitation against other long haul destinations for outbound travel from New Zealand. 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 New Zealand 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
Indonesia Japan USA UK Fiji South Africa Canada Thailand China Australia
21%
Canada
85%
18%
Malaysia
69%
17%
Japan
68%
16%
Indonesia
67%
15%
USA
66%
14%
Other South Pacific
60%
10%
Thailand
58%
10%
UK
58%
9%
Fiji
56%
8%
Australia
53%
Read as: 8% of respondents had high trip expectations of Australia.
Read as: 53% 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
32%
High cost of living expenses
27%
High cost of travelling around
20%
Not the best experiences I can afford
17%
Experiences not unique / can be had anywhere
10%
I don’t know enough about what to do there
8%
Difficult to obtain visas
3%
I don’t know anyone who lives there
2%
I don’t know how to travel in/ around Australia
2%
Flight is too long
1%
Bad reports about the treatment of fellow travellers
0%
A high chance of being robbed or assaulted
0%
A destination whose people have different beliefs to mine
0%
A high chance of terrorism
0%
Law enforcement without integrity / trust
0%
Told of a bad experience by someone I know
0%
Other (Have other destinations higher on the list/ individual circumstances)
43%
Read as: 32% of respondents indicated ‘expensive airfares’ was a key obstacle for not planning a holiday to Australia.
Understanding the New Zealand 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
50%
Food and Wine
43%
Arts and History
34%
Shopping
31%
Foreign Culture
31%
Music and festivals
29%
Sport
23%
Aquatic activities
20%
Photography
18%
Adventure activities
11%
Self Drive
10%
Art Participation
9%
Gambling
3%
Read as: 50% of consumers suggested they would travel overseas to follow or participate in a ‘nature’ based passion or area of interest. Nature Activities (50%) Bird watching, campervan-ing, camping, gardening, observing wildlife, natural wonders, tramping and walking.
Sports (23%) Cricket, golf, gym / fitness, horse racing, motor racing, netball, rugby, running, soccer and tennis.
Food and Wine (43%) Trying new / different foods, cooking / learning to cook and wine tasting.
Adventure Activities (11%) Four wheel driving, horse riding, hunting, kayaking, mountain biking, road cycling and skiing.
Art Appreciation and History (34%) Admiring architecture / design, art appreciation, museums and history.
Art Participation (9%) Drawing / illustration, painting, sculpture / pottery and writing, dancing and singing.
Aquatic Activities (20%) Diving, fishing, sailing, snorkelling / scuba diving, surfing / paddle boarding and swimming.
Single Activity Segments Experiencing foreign culture (31%) / Shopping (31%) / Photography (18%) Self Drive (10%) / Gambling (3%).
Concerts and Festivals (29%) Attending concerts / shows, attending music festivals.
Understanding the New Zealand 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.
35%
28%
Friends and relatives who live or have been to Australia Been there before General internet search
Online flights booking site
27%
Online flights booking site
19%
Airline
21%
Online travel reviews
13%
Accommodation or activity provider website
15%
Online hotel booking site
13%
Online hotel booking site
14%
Brochures
13%
Online travel reviews
14%
Travel agent
12%
Brochures
13%
Accommodation or activity provider website
12%
Travel or guide books
12%
Airline
10%
Travel agent TV show, newspaper or magazine advertisments TV show, newspaper or magazines articles Advertised deal
11%
Travel or guide books
9%
10%
Any other travel website
8%
9%
Advertised deal
5%
8%
TV show, newspaper or magazines articles
5%
Any other travel website
8% 4%
Social network sites
2%
Government Tourism Authority TV show, newspaper or magazine advertisments Movies / books
5%
Government Tourism Authority Movies / books
2%
Tour Operator
1%
Tour Operator
1%
Social network sites
1%
Celebrity endorsement
0%
Celebrity endorsement
0%
Didn’t obtain information
10%
Didn’t obtain information
11%
Online sources (all options)
53%
Online sources (all options)
52%
Been there before Friends and relatives who live or have been to Australia General internet search
47% 40%
Read as: 47% of respondents indicated that having been there before was important during early stages of planning a holiday.
Booking
34% 28%
4% 2%
Read as: 35% of respondents indicated friends, relatives and knowledge of having been there before a preferred source when planning a holiday to Australia.
Respondents were asked to indicate their preferred sources when booking a holiday to Australia.
Friends and relatives who live or have been to Australia Been there before General internet search
37%
Online hotel booking site
16%
Online travel reviews
12%
Accommodation or activity provider website
10%
Travel agent
9%
Brochures
9%
Travel or guide books
8%
Online flights booking site
7%
Advertised deal
5%
Any other travel website
5%
Airline TV show, newspaper or magazine advertisments TV show, newspaper or magazines articles
3%
Government Tourism Authority
2%
Social network sites
1%
Tour Operator
0%
Movies / books
0%
27% 24%
3% 3%
Celebrity endorsement
0%
Didn’t obtain information
10%
Online sources (all options)
47%
Read as: 37% of respondents indicated friends, relatives and knowledge of having been there before 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 New Zealand consumer May 2014
