CradleCoastPresentation - Cherie Josephson Roy Morgan Research

Qantaslink Cradle Coast

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Guidance and research and your to

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Cherie Josephson

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Please direct any quer

Roy401 Collins S

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ries to [email protected]

y Morgan ResearchStreet, Melbourne VIC 3000el: (03) 9629 6888

Roy Morgan Research

Australia’s largest independent market r

70 years of experience.

Around 1000 interviews across Australia

e

Around 1000 interviews across Australia

Roy Morgan Readership Survey – all m

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Also operating in New Zealand, United

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© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu

research company, operating since 1941.

a every weekenda every weekend.

major Publishers and Agencies.

States, United Kingdom & Indonesia

urism and Travel Research

h h t h d h f t l d t i ”e who, what, when, and why of travel and tourism”

ublication of this data outside the client’s institution.

An increasing percentage taki

Taken a holiday in last

66%

65%

70%

Jetstar C

e

60%

y/ le

isur

e tr

ip

Australian dollar

redg

e

13%

55%

% ta

ken

holid

ay

Sep 11 SARS

dollar starts to

appreciate

ver y

ou

13%50%

Dis

cov 45%

Mar-01

Mar-02

Mar-03

Mar-04

Mar-05

Source: Roy Morgan Research, April 2000 - March 2011 (average ann


ing an overseas holidays since 2005

t 12 months - by destinationBase: Australians 14+

Taken a domestic holiday, 65%

25%

30%

Cronulla Riots

Taken an overseas holiday, 21%

20%

Tiger Airwarys

Riots

GFC

15%

10%

Mar-06

Mar-07

Mar-08

Mar-09

Mar-10

Mar-11

5%

nual sample size = 22,972)


Holiday Consumer Price Ind

Holiday Cons180

160

170

e

140

150

iday

pric

es

redg

e

121

106110

120

130

CPI

of h

oli

ver y

ou

90

100

Dis

cov

80

Mar-01

Mar-02

Mar-03

Mar-04

Mar-05

Source: Australian Bureau of Statistics Catalogue 6401 0 Consu


Source: Australian Bureau of Statistics, Catalogue 6401.0, Consu

dex

umer Price IndexBase: Australian resident households

157Domestic

138

Overseas

GFC

Mar-06

Mar-07

Mar-08

Mar-09

Mar-10

Mar-11

umer Price Index


umer Price Index

Increasing percentage woul

90%

83%

80%

xt 2

yea

rs

Would like to holiday in A

Jetstar

e 60%

70%

holid

ay in

the

nex

Sep 11

SARS Australian

redg

e

43%

50%

d lik

e to

take

a h

W ld lik t h li

dollar starts to

appreciate

ver y

ou

43%

40%% w

ould Would like to holi

Dis

cov

30%

Mar-01

Mar-02

Mar-03

Mar-04

Mar-05

Source: Roy Morgan Single Source, Holiday Tracking Survey, April 2


ld ‘like to’ holiday overseas

Base: Australian population aged 14+

77%

Australia in next 2 years

Cronulla Tiger

AirwarysRiots

GFC

47%id t 2 47%iday overseas next 2 yearsMar-

06

Mar-07

Mar-08

Mar-09

Mar-10

Mar-11

2000 - March 2011, n=250,695; last 12 monthly sample = 18,263


Melbourne has outperformed

Taken a domestic holiday i

Sydney

Melbourne

e NSW North Coast

Gold Coast

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Sunshine Coast

Brisbane

ver y

ou

3.6

3

Canberra

Tasmania

Dis

cov 3.0%

2.2%

0% 2% 4%

Tropical North Queensland

% taken a h


Source: Roy Morgan Research, April 2000 - March 2001 (n=24,508) an

other destinations

n last 12 months - by destinationB A t li 14

9.9%

8.8%

9.6%

10.2%

Base: Australians 14+

6.3%

7.8%

6.3%

8.1%

6.2%

5.7%

5.6%

6.3%

6%

.8%

4.3%

4.7%

Apr10-Mar11A 00 M 01

% 6% 8% 10% 12%

holiday/ leisure trip to destination in last 12 months

Apr00-Mar01


nd April 2010 - March 2011 (n=18,263)

Travel Agents are still No.1 infdecisions, but internet close b,

Information sources used to

50%

e 28%

38%39%

30%

40%

sou

rce

redg

e

21%20%

24%

28%

20%20%

30%

used

info

rmat

ion

ver y

ou

5%

10%

% u

Dis

cov 2%

0%

TravelAgent

Internet Friends /relatives

Beenbefore

Gubo


Source: Roy Morgan Research, April 2010 - March 2011 (n=12,549)

formation source for overseas travel behind

o choose last holiday destination

40%

AustraliaOverseas

Base: Australians 14+ who had a holiday or leisure trip in the last 12 months

40%

17%19%

4% 3%5% 5%

3%

9%10%

3%% 3% 2%

uideoks

Brochures Airline Advertising TVProgramsand Print

No info /can't say


and PrintArticles

Booking directly is the leading

Booking channels

55%

50%

60%

e

35%33%

30%

40%

king

cha

nnel

redg

e

16%13%

24%

20%

30%

% u

sed

book

ver y

ou 9%13%

0%

10%

Dis

cov 0%

Travel Agent Bookeddirectly -Airline

Bookeddirectly -Accom.

Boodirectly

serv

Source: Roy Morgan Research, April 2010 - March 2011 (n=12,549)


Source: Roy Morgan Research, April 2010 March 2011 (n 12,549)

g channel for domestic travellers

s used for last holiday Base: Australians 14+ who had a holiday or leisure trip in the last 12 months

AustraliaOverseas


34%

%15%

12%%9%

2%4%

12%

6%4%

8%

okedy - othervice

Online onlyagency

Tour Operator Other Can't say/didn't book


Internet is now the main meth

Booking meth

60%

70%

e

56%

45%50%

60%

o bo

ok

redg

e 37%

30%

40%

usin

g m

etho

d to

ver y

ou

12%

10%

20%

%

Dis

cov

0%

Internet In person

Source: Roy Morgan Research April 2010 - March 2011 (n=12 549)


Source: Roy Morgan Research, April 2010 March 2011 (n 12,549)

hod of booking a holiday

hod for last holiday

AustraliaOverseas


24%

37%

10%

4%

20%

2%4%

Phone Other Can't say/ didn't book


Consideration declining for Tabut visitation increased slightg

30%

25%

a Would like to holid

e

20%

15%

20%

nel f

or T

asm

ania Would like to holid

redg

e

10%

Mar

ketin

g Fu

nn

T k h lid i

ver y

ou 4%

0%

5%

Took a holiday i

Dis

cov 0%

Mar-01

Mar-02

Mar-03

Mar-04

Mar-05

Source:Roy Morgan Research Holiday Tracking Survey April 2000 - Mar


Source:Roy Morgan Research, Holiday Tracking Survey, April 2000 Mar

asmania since 2005, lyy

ay in Tasmania

17%

ay in Tasmania

i T i i l t 12 th

5%

in Tasmania in last 12 monthsMar-

06

Mar-07

Mar-08

Mar-09

Mar-10

Mar-11

rch 2011 average annual sample n=22 973


rch 2011, average annual sample n 22,973

Tasmania has the second high

40%

ia

New South Wales33.7%

Queensland30%

tion

for T

asm

ani

e

Victoria23.9%

Queensland

23.5%20%o

Hol

iday

Vis

itat

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e

South A9 1%10%om

Pre

fere

nce

to

ver y

ou

9.1%

2.3% NTa

3.8%West8.1%

10%

Con

vers

ion

fro

Dis

cov N

0%

Mar-01

Mar-02

Mar-03

Mar-04

Mar-05


Source:Roy Morgan Research, Holiday Tracking Survey, April 2000 - June

hest growth rate for visitation

Base: Australian population 14+ years of age

31.9%

24.5%25.9%

Australia

8.4%

2.4%Northern Territoryasmania

4.7%tern Australia 8.2%

Northern Territory

Mar-06

Mar-07

Mar-08

Mar-09

Mar-10

Mar-11


2010, n=18,263 for April 2010 - March 2011

Where are the domestic travel

Interstate residents travelling to Tasmania

ere

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78.3

ver y

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llers to Tasmania coming from?

21.7%3%Tasmanian residents travelling within Tasmania


Visitors to Tasmania by State o

0

ere

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4

ver y

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isco

v


Source: Roy Morgan Research, April 2010 – March 2011 (n=1,018)

of Origin

0.5%

13.9%

4.6%

21.1%

33 0%33.0%

21.7%


%

Consideration for Tasmania byrs

30%

35%

on in

nex

t tw

o ye

a

e

24%25%

liday

at d

estin

atio

redg

e

15%

20%

o w

ould

like

to h

ol

ver y

ou

7%

5%

10%

n co

nsid

erer

s w

ho

Dis

cov

0%Gen Z Gen Y

% o

f Tas

man

ian

Source: Roy Morgan Holiday Tracking Survey, April 2010 - March 2


Source: Roy Morgan Holiday Tracking Survey, April 2010 March 2

y Generation

Base: Australian population 14+ years of age who would like to holiday in Tasmania in next two years

31%

Gen Z born 1991 or later (14 – 20 years) Gen Y born 1976 – 1990 (20 – 35 years) Gen X born 1961 – 1975 (35 – 50 years) Baby Boomers born 1946 – 1960 (50 – 65 years) Pre-boomers born 1945 or before (65 + years)

26%

13%

Gen X Baby Boomers Pre-Boomers

2011. Sample size: n = 3,067


2011. Sample size: n 3,067

Visitors to Tasmania by Gener

30%

35%

last

12

mon

ths

e

23%

20%

25%

Tasm

ania

in th

e l

redg

e

15%

20%

t hav

e be

en to

T

ver y

ou

7%

5%

10%

stra

lians

14+

tha

Dis

cov

0%

Gen Z Gen Y

% o

f Aus


Source: Roy Morgan Single Source, Holiday Tracking Survey, Ap

ration

Base: Australians 14+ who have been to Tasmania in the last 12 monthsGen Z born 1991 or later (14 – 20 years) Gen Y born 1976 – 1990 (20 – 35 years) Gen X born 1961 – 1975 (35 – 50 years)

Base: Australians14+ who have been to Tasmania in the last 12 months

29%

( y )Baby Boomers born 1946 – 1960 (50 – 65 years) Pre-boomers born 1945 or before (65 + years)

24%

17%

Gen X Baby Boomers Pre-Boomers


pril 2010 - March 2011, n=1,018

Melbourne, New Zealand, Golconsideration set of Tasmania

Other destinations considere

wo

30%28%30%

35%

tinat

ion

in n

ext t

w

e

25%

20%20%

25%

o ho

liday

at d

est

redg

e

15%

20%

who

wou

ld li

ke to

year

s

ver y

ou

5%

10%

an c

onsi

dere

rs w

Dis

cov

0%Melbourne New Zealand Gold Coast UK

% o

f Tas

man

ia


Source: Roy Morgan Research Single Source, April 2010 - March 2011

ld Coast, UK are key destinations within an considerers

ed by Tasmania considerers - Top 10

Base: Australian population 14+ years of age who would like to holiday in Tasmania in next two years

19%19% 18%18% 17% 16% 15%

Sydney Tropical NorthQueensland

SunshineCoast

Great OceanRoad region

Whitsundays US


sample size = 3,067

New Zealand has a stronger br

40%

Has a great variety ofdo

e 13%

18%

226%

10%

20%

30%Offers unique holidays

redg

e

18%

13%

22% 0%Has lots of unexpected things to

discover

ver y

ou 17%229%

H i t

Gives me a feeling of adventure

Dis

cov Has many intere

Source:Roy Morgan Research, Holiday Tracking Survey, April 2010


rand than Tasmania

T i


f things to see andTasmaniaNew Zealand

15%%

19%

27% Somewhere I can have my kind of holiday

14%

16%

17%

19%

Gives me a sense of freedom

%21%

Gives me a feeling of escape

ti testing aspects

- March 2011, n=18,263


But Tasmania has strengths w

2630%

Has a great variety of do

e 13%

18%

26

10%

15%

20%

25%Offers unique holidays

redg

e

18%

13%

7%

12%

6% 80%

5%Has lots of unexpected things to

discover

ver y

ou

17%

13%

1Gives me a feeling of adventure

Dis

cov Has many interes

Source:Roy Morgan Research, Holiday Tracking Survey, April 2010


when compared to Victoria


6%

f things to see andTasmaniaVictoria

15%15%

%

6%

Somewhere I can have my kind of holiday

14%

16%

8%

8%Gives me a sense of freedom

7% Gives me a feeling of escape

sting aspects

- March 2011, n=18,263


Tasmania’s strengths are natu

Top 10 Activities Total AustraliaTop 10 Activities – Total Australia

1. Rest & Relaxation 51%

2. Visiting Friends or Relatives 47%

e

g

3. Shopping 24%

4. Restaurants 22%

redg

e

5. Meet & Mix with other people 21%

6. Surfing / Swimming 18%

ver y

ou 7. National Parks, Forests 16%

8. Country, Wildlife, Scenery 16%

9 Beach Holiday 16%

Dis

cov 9. Beach Holiday 16%

10. Gardens, Parks 15%


Source: Roy Morgan Research, Holiday Tracking Survey, April 2010 – March

ure-based and heritage

Top 10 Activities TasmaniaTop 10 Activities - Tasmania

1. Rest & Relaxation 50%

2. Visiting Friends or Relatives 45%g

3. National Parks, Forests 31%

4. Country, Wildlife, Scenery 31%

5. Historical Places 28%

6. Restaurants 24%

7. Cities 23%

8. Wilderness 23%

9 Shopping 22%9. Shopping 22%

10. Bushwalking 21%


h 2011, sample size = 10,407 Australia, and 482 Tasmania

Consideration for Tasmania by

23%

28%

22%

25%25%

30%

ania

e

19%

22%

20%

holid

ay in

Tas

ma

redg

e

10%

15%

o w

ould

like

to h

ver y

ou

0%

5%% w

ho

Dis

cov 0%

Totalholiday-makers

Artstourism

Spa andwellness

Historicheritage

Adventur

Source: Roy Morgan Holiday Tracking Survey, April 2010 - March 2Caravan, motorhome, tent or cabin, n=770 Fishing/ hunting, n=252

ll 128 E t i


wellness, n=128 Ecotourism

y Special Interest markets

Base: Australians 14+ who have taken nominated holiday

22%22%

17%18%

21%19%

22%22%

re Fishing/hunting

Farm Stay Ecotourism Caravan,tent, etc

Golf Railway

2011. Sample size: n = 2,867 Historic heritage, n=1,303 Arts tourism, n=1,713 Adventure,n=313 Golf, n=172 Farm stay, n=135 Railway tourism, n=101 Spa and


Visitation to the Cradle Coast Rfor year ending March 2011y g

YE March 2011 37 0%

e

YE March 2011 37.0%

YE March 2010 30.8%

YE March 2009 37 6%

redg

e YE March 2009 37.6%

ver y

ouD

isco

v


RegionBase: domestic travellers to Tasmania

Cradle Coast Region 37.0%

Base: domestic travellers to Tasmania in the last 12 months

North West Coast (Burnie, Devonport, Stanley etc) 22.2%

West Coast (Strahan / Queenstown etc) 15.2%

Cradle Mountain 11 3%Cradle Mountain 11.3%

Other Northern Tasmania (Deloraine etc) 9.6%

Lake St Clair 5.1%

3 1%Gordon River / Franklin River

3.1%


Source: Roy Morgan Single Source, Holiday Tracking Survey, April 2010 - March 2011, n=1,018

ere

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ver y

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* Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of the


e Horizons Network

e www.RoyMorganOnlineStore.com

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© 2011 Written approval must be obtained from Roy Morgan Research before circulation or puublication of this data outside the client’s institution.

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e.com/Browse/Australia/Tourism.aspx


www.tourism.tas.gov.au/rese

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earch


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earch/webreporter


Do your own research!

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