Understanding the Brazilian consumer...events, local festivals and celebrations’ when choosing a...

Understanding the Brazilian consumer May 2014

Understanding the Brazilian consumer

Respondent Profile

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.

Male

Female

Sample size n=954

Under 24 years

25- 34 years

35- 44 years

45- 54 years

55- 64 years

65+ years

14%

41%

25%

14%

6%

1%

São Paulo

Rio de Janeiro

Minas Gerais

Rio Grande do Sul

Paraná

Bahia

Pernambuco

Santa Catarina

Goiás

Ceará

Other

42%

10%

8%

7%

6%

4%

4%

3%

3%

2%

10%

52%

48%

Gender Age Place of Residence

Under R$ 12,000R$ 12,000-23,999R$ 24,000-47,999R$ 48,000-71,999R$ 72,000-95,999

R$ 96,000-119,999R$ 120,000-143,999R$ 144,000-203,999

Over R$ 204,000Prefer not to answer

Partner and children

Parents

Partner

Along

Relatives/ family members

Single parent

Housemates

Other living situation

Work full time

Work part time

Looking for work

Full time student

Retired

Home duties

Other

ProfessionalSelf-employed

ManagerClerical and Admin Worker

OtherLabourer / trade

Sales WorkerCommunity Worker

Farmer

Income Living Situation Employment Status Occupation 34%

24%

24%

7%

5%

4%

2%

1%

68%

18%

5%

3%

3%

2%

2%

37% 16% 13% 9% 5%3%2%1%0%

Most important factors when selecting a holiday destination (Top 5)

18%

18%

17%

17%

16%

14%

14%

12%

11%

4%

50%

38%

35%

32%

27%

26%

26%

24%

21%

20%

19%

18%

Respondents were asked what they look for when choosing any holiday destination.

Interesting attractions to visit

Good food, wine, local cuisine and produce

A safe and secure destination

Rich history and heritage

World class beauty and natural environments

Clean cities, good road infrastructure with clear signposts

Great shopping/ world class brand names

Friendly and open citizens, local hospitality

A family friendly destination

Native or cultural heritage or activities

Romantic destination

Ease of obtaining visaExciting events, local festivals and celebrations

Spectacular coastal scenery

A range of quality accommodation options

Flights with no stop-overs

A destination that offers value for money

Vibrant city lifestyle

Great swimming beaches

Different and interesting local wildlifeA destination that offers the best in

luxury accommodation and facilitiesIndigenous experiences

Read as: 50% of respondents ranked ‘interesting attractions’ an important factor when choosing a destination.

13% 11% 18% 14% 10% 8% 8% 6% 6% 7%


Interesting attractions to visit

Italy

France

United States

Greece

Spain

Germany

Japan

Australia

United Kingdom

Central America/ Caribbean

73%

73%

68%

64%

60%

56%

54%

53%

53%

48%

Elements of ‘interesting attractions’

Respondents were asked what constitutes ‘interesting attractions’ when choosing a holiday destination.

25%

25%

11%

8%

6%

5%

5%

5%

4%

3%

3%

1%

Historical landmarks

Natural landmarks/ Heritage Sites

Theme parks (e.g. Disneyland)

Amusement/ Themed attractions

Museums/ art galleries/ theatres

Spectacular architecture

Shopping centres and malls

Restaurants

Zoos/ Aquariums/ Wildlife Sanctuary

Casinos/ nightclubs/ bars

Cultural or religious sites

None of the above

All respondents

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.

Read as: 53% of all respondents associated Australia with ‘interesting attractions to visit’.

Read as: 47% of all respondents associated Australia with ‘safety and security’.

Safety and security

Respondents were asked what constitutes a ‘safe and secure destination’.

Germany

Canada

France

United States

Italy

Switzerland

Japan

Australia

United Kingdom

Spain

58%

58%

53%

51%

50%

50%

49%

47%

46%

38%

All respondents

Elements of a ‘safe and secure’ destination

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

49%

20%

16%

9%

3%

2%

1%

24%

22%

10%

9%

9%

40%

A low chance of being robbed or assaulted

A low chance of terrorism

A low chance of health risk

Law enforcement system with integrity that can be trusted

A destination whose people have similar beliefs to mine

Lack of bad reports about the treatment of fellow travellers

None of the above

A destination whose people have different beliefs to mine

Bad reports about the treatment of fellow travellers

Law enforcement system without integrity that cannot be trusted

A high chance of being robbed or assaulted

A high chance of terrorism

Other (Lack of overall knowledge, different

beliefs and bad reports)



Italy

France

Spain

Germany

Japan

Australia

Greece

United States

Mexico

Switzerland

80%

70%

57%

41%

30%

29%

28%

27%

27%

26%

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’.

26%

24%

21%

16%

7%

4%

1%

54%

13%

10%

9%

7%

7%

1%

A national style of cooking I like

Interesting and exciting street-food

Fresh local produce grown or raised in pristine natural environments

A heritage of food and wine culture

Vineyards with great food offerings

Award winning fine dining restaurants

None of the above

A range of multicultural food options

High grade meat and livestock

Fresh seafood

Natural fruit and vegetables

Award winning wineries

Renowned cheese and dairy

None of the above

All respondents

How is Australian food and wine currently viewed by Brazilian consumers?

Fresh local produce grown or raised in pristine natural environments

Fresh seafood

High grade meat and live stock

Spectacular outdoor dining

Multicultural food

Outback Steakhouses

A heritage of food and wine culture

Wineries with great food

Stunning food and wine trails

Fish and chips on the beach

Unique culinary experiences

Food and wine events and local festivals

Backyard BBQs

Fine dining restaurants

Meat pie with sauce

None of the above

Respondents were asked which factors they currently associate with the Australian food and wine offering.

37%

31%

31%

26%

26%

22%

20%

20%

17%

17%

17%

15%

15%

13%

8%

15%

Read as: 29% of all respondents associated Australia with good food, wine, local cuisine and produce.

Read as: 37% of respondents associated Australian food and wine with ‘fresh food produce grown or raised in pristine natural environments’.


World class beauty and natural environments’

Australia

Greece

Italy

Hawaii


South Africa

France

New Zealand

Canada

North Africa

57%

57%

53%

52%

51%

45%

45%

45%

40%

38%

All respondents

Respondents were asked what constitutes ‘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’

37%

34%

18%

11%

0%

27%

20%

19%

17%

13%

4%

1%

Remarkable scenery to soak up and enjoy

Engaging with nature first hand, for example by hiking, bike riding or scuba diving

Visiting sites of historical, cultural or religious significance

World Heritage status areas

None of the above

Tropical islands and beaches

Natural developed coastal

Historical / cultural / religious

Wilderness / mountain

Natural remote coastal

Wide open inland / outback

None of the above

Rich history and heritage

Friendly and open citizens, local hospitality

Clean cities, good road infrastructure with clear signposts

Great shopping

Italy

Greece

France

Germany

Japan

Spain

United Kingdom

Mexico

China

Russia

Australia

76%

74%

70%

61%

60%

60%

59%

55%

51%

50%

18%24th

65%

55%

50%

49%

49%

45%

44%

43%

41%

34%

United States

Germany

Canada

Japan

France

Switzerland

Australia

Italy

United Kingdom

United Arab Emirates

All respondents

All respondents All respondents

All respondents

86%

52%

41%

39%

30%

27%

26%

23%

22%

21%

13%

United States

France

Italy

Japan

Spain

United Arab

Emirates

United Kingdom

Germany

Switzerland

China

Australia13th

Italy

Mexico

Spain

Australia

South Africa

Canada


Hawaii

Japan

Greece

47%

39%

35%

33%

33%

28%

27%

27%

26%

26%

Read as: 57% of all respondents associated Australia with ‘world class beauty and natural environments’.

Read as: 18% of all respondents associated Australia with ‘rich history and heritage’.

Read as: 33% of all respondents associated Australia with ‘friendly and open citizens, local hospitality’.

Read as: 44% of all respondents associated Australia with ‘clean cities, good road infrastructure with clear signposts’.

Read as: 13% of all respondents associated Australia with ‘great shopping’.


Spectacular coastal scenery Range of quality accommodation options

Hawaii

Australia


Greece

Italy

Mexico

Mauritius

Indonesia/ Bali

Spain

South Africa

63%

54%

50%

41%

40%

32%

31%

29%

27%

25%

All respondents

United States

Italy

France

Germany

Spain

Australia

Japan

Canada

United Kingdom

Greece

73%

64%

63%

52%

52%

51%

41%

40%

37%

37%

All respondents

Exciting events, local festivals and celebrations

Italy

France

United States

Spain

Japan

Mexico

Germany

United Kingdom

Greece


Australia Average

New Zealand

Germany

United Kingdom

France

Singapore

USA

Russia

Italy

India

Malaysia

South Korea

Japan

Brazil

Indonesia

China

49%

44%

42%

41%

36%

34%

33%

32%

31%

28%

28%

Respondents were asked what constitutes ‘exciting events, local festivals and celebrations’ when choosing a holiday destination.

24%

19%

10%

9%

9%

7%

7%

7%

5%

2%

Music festivals

Arts and entertainment events

Cultural celebrations

Family events

Local/ regional events

Sporting events

Food and Wine festivals

Natural and wildlife events

Religious events

None of the above

All respondents

Elements of ‘exciting events, local festivals and celebrations’

Reads as: 66% of Brazillian respondents indicated they always time their holiday and places visited with an event or festival of interest.

Read as: 28% of all respondents associated Australia with ‘exciting events, local festivals and celebrations’.

Read as: 54% of all respondents associated Australia with ‘spectacular coastal scenery’.

Read as: 51% of all respondents associated Australia with a ‘range of quality accommodation options’.

Average Average

China

Indonesia

India

South Korea

Brazil

Malaysia

Japan

Russia

USA

Singapore

Italy

France

Germany

United Kingdom

New Zealand

Respondents were asked whether they always time their holiday and places visited with an event or festival of interest.

AgreeDisagree

51%

81%

78%

72%

67%

66%

63%

58%

49%

46%

40%

37%

27%

25%

24%

23%

-18%

-1%

-6%

-10%

-9%

-8%

-10%

-9%

-16%

-19%

-20%

-16%

-30%

-39%

-36%

-40%


80

70

60

50

40

30

20

10

0

22 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1

Ease of obtaining visa Great shopping

Romantic destination

The best in luxury accommodation and facilities

Different and interesting local wildlife

Indigenous experiences

Vibrant city

Clean cities / good road infrastructureQuality

accommodation

Exciting events

Flights with no stop-overs

Native or cultural heritage

or activities

Spectacular coastal scenery

Great swimming

beachesFriendly and open citizens

Family friendly

World class beauty and natural

environments

Safe and

secure


Rich history and heritageValue for money

Interesting attractions

to visit

Asso

ciat

ions

with

Aus

tral

ia

importance when selecting a holiday destination

Stre

ngth

Wea

k

Strengths for Australia

Opportunities for Australia

Low High

Strengths for Australia: Spectacular coastal scenery, family friendly, clean cities / good road infrastructure, world class beauty and natural environments, safety and security and interesting attractions to visit.Opportunities for Australia: Romantic destination, great shopping, friendly and open citizens, good food, wine, local cuisine produce, 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).

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.

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.

United States (excluding Hawaii)

Italy

France

Spain

United Kingdom

Greece

Germany

Canada

Other Western Continental Europe

Central America, Caribbean

Australia

56%

54%

47%

38%

33%

33%

32%

28%

28%

27%

24%

40%

25%

23%

15%

14%

14%

13%

12%

11%

11%

8%

1791

1170

601

409

311

279

265

251

247

245

31

United States (excluding Hawaii)

Italy

France

Spain

United Kingdom

Germany


Central America, Caribbean

Canada

Greece

Australia

United States (including Hawaii)

France


Spain

Italy

Germany

United Kingdom

Eastern Europe

Mexico


Australia

AspirationWhich of the following destinations are you considering travelling to in the next 4 years?

IntentionWhich of the following destinations are you actively planning to visit for a holiday in the next 2 years?

Visitation000’s of trips in 2012 (TE)Visitation rankings derived from Tourism Economics

Read as: : 24% of Brazilian consumers are considering travel to Australia in the next 4 years, with 8% intending to visit. Australia is ranked 20th for visitation against other long haul destinations for outbound travel from Brazil.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.

Key:•Eastern Europe (e.g. Poland, Hungary, Czech Republic, Croatia, Slovenia)•United Kingdom (e.g. England, Scotland, Wales, Ireland)•Other Western Continental Europe (e.g., Netherlands, Austria, Portugal)

20th12th11th

Associations with Australia vs. importance when selecting a holiday destination


Destination expectations and satisfaction

France


Italy

Other West Europe

USA

UK

Mexico

Germany

Spain

46%

40%

34%

32%

32%

31%

29%

24%

15%

79%

77%

76%

76%

65%

64%

64%

62%

59%

France

Other West Europe

Mexico

Italy


Germany

USA

UK

Spain

Trip expectation – Top 10

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 satisfaction – Top 10

Respondents were asked if they had specific obstacles preventing planning a holiday in Australia.

64%

36%

27%

24%

20%

18%

16%

10%

9%

6%

5%

4%

2%

2%

2%

2%

1%

Expensive airfares

Flight is too long

High cost of travelling around

High cost of living expenses

I don’t know anyone who lives there

Not the best experiences I can afford

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

I don’t know enough about what to do there

Experiences are not unique / had anywhere else

Difficult to obtain visas

Other

Bad reports about the treatment of fellow travellers

A high chance of being robbed or assaulted

Destination whose people have different beliefs

A high chance of terrorism

Told of a bad experience by someone I know

Law enforcement system without integrity / trust

Read as: 64% of respondents indicated ‘expensive airfares’ was a key obstacle for not planning a holiday to Australia.

Read as: 46% of respondents had high tripexpectations of France.

Note: Insufficient sample for Australia as a destination.

Read as: 79% of respondents who recently visitedFrance were highly satisfied with their trip.

Obstacles preventing consumers from planning a holiday to Australia


Consumer passions and interest segmentation

Nature Activities (69%)Bird watching, campervan-ing, camping, gardening, observing wildlife, natural wonders, tramping and walking.

Food and Wine (44%)Trying new / different foods, cooking / learning to cook and wine tasting.

Art Appreciation and History (51%)Admiring architecture / design, art appreciation, museums and history.

Aquatic Activities (19%)Diving, fishing, sailing, snorkelling / scuba diving, surfing / paddle boarding and swimming.

Concerts and Festivals (35%) Attending concerts / shows, attending music festivals.

Sports (22%)Cricket, golf, gym / fitness, horse racing, motor racing, netball, rugby, running, soccer and tennis.

Adventure Activities (18%)Four wheel driving, horse riding, hunting, kayaking, mountain biking, road cycling and skiing.

Art Participation (24%)Drawing / illustration, painting, sculpture / pottery and writing, dancing and singing.

Single Activity Segments Experiencing foreign culture (38%) / Shopping (48%) / Photography (26%)Self Drive (9%) / Gambling (6%).

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.

69%

51%

48%

44%

38%

35%

26%

24%

22%

19%

18%

9%

6%

Nature

Arts and History

Shopping

Food and Wine

Foreign Culture

Music and festivals

Photography

Art Participation

Sport

Aquatic activities

Adventure activities

Self Drive

Gambling

Read as: 69% of consumers suggested they would travel overseas to follow or participate in a ‘nature’ based passion or area of interest.


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.

About the research

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