travel-pulse 2006-public.indd by gjmpzlaezgx


									           Lonely Planet’s Travellers Pulse Survey 2006 – Contents                                            i

                                      Travellers’ Pulse Survey
Lonely Planet Partners
          For more than 50 years, members of the International Student Travel Confederation (ISTC)
          have provided full-time students and youth under 26 with unique products and services
          such as flexible and discounted airline tickets, travel insurance, discounts on local, national,
          and international bus, rail and urban transport systems, and opportunities for study and
working holiday programmes abroad. The ISTC also administers the International Student Identity
Card (ISIC) – the only international proof of full-time student status. Today the ISTC network of leading
student travel organisations includes over 5000 specialist student travel offices in 110 countries

           Hostelling International is the brand name of the International Youth Hostel Federation,
           the organisation that represents Youth Hostel Associations worldwide. Today, Hostelling
           International is one of the world’s biggest membership organizations for youth, and offers
           its 3.5 million members a choice of over 4,000 accommodation centres in 78 countries


01                            04
Introduction                  Guidebooks
Introduction              2   Guidebook Usage                    24
Lonely Planet Partners    3   Guidebook Branding                 26
Executive Summary         4
Analytical Framework      5
02                            Appendix
                              Travellers’ Pulse2 Questionnaire   27
Who’s Travelling
Country of Origin         5
Demographics              6
Travel Behaviour          8
Travel Motivations       11

Favourite Region         13
Favourite Country        15
Short Breaks             18
Extended Breaks          21

    01 Introduction
       Welcome to Travellers’ Pulse 2, the premier independent travel survey conducted in conjunction
       with STA Travel, Hostelling International, MTV, Ninemsn and ISIC. This year we surpassed the 20,000
       respondents of the inaugural Travellers’ Pulse survey, receiving a phenomenal 33,127 responses from
       170 countries, covering all continents, age brackets and living situations. This truly gives us a snapshot of
       the global travel environment.
       The survey was conducted in March 2006 and sought to build on the previous survey, asking questions
       on general travel behaviours and motivations that allowed for year to year comparison as well as new
       questions which has added extra detail. Short trips and internet usage were two key areas where we
       increased the survey’s focus as they are increasingly affecting how people travel. Sections 1 to 4 outline
       these behaviours and opinions.
       Lonely Planet prides itself with understanding all aspects of travel and reflecting this understanding in each
       and every one of the growing list of Lonely Planet products. Travellers’ Pulse helps us remain at the forefront
       of travel and continue to provide travellers with high quality relevant content now and in the future.

       Production and Analysis
       This report was produced during October and November of 2006 as a collaborative effort within the
       Product Marketing Department. Many thanks to Nick Wood, Margot Kilgour, Mark Broadhead and Adam
       Stanford for their efforts.

       For further information please contact:
       Jason Shugg, Product Marketing Manager, Lonely Planet, Australia,
       Helen Hewitt, Consumer Product Marketing Manager, Lonely Planet UK,
       Cindy Cohen, Publicity Manager, Lonely Planet, USA,

       Other Survey Resources:
       • Travellers’ Pulse 1
       • UNWTO – Arrival figures for 2005
       • UK Office of National Statistics:
       • Year Out Group:

                                            Lonely Planet Partners
Lonely Planet’s Travellers Pulse Survey 2006 – Introduction                                   03

Lonely Planet Partners                               For more than 50 years, members of the Internationa
                                                     have provided full-time students and youth under 26
                                                     such as flexible and discounted airline tickets, travel i
The success of Travellers’ Pulse 2 would not have been possible without the support of our survey
                                                     and international bus, rail and urban transport system
partners. Their collaboration gave the survey a broader and larger audience, capturing responses from all
                                                    holiday programmes abroad. The ISTC also administer
                                          workingnon-Lonely Planet travellers.
segments of the travelling community, particularly
                                          Card (ISIC) – the only international proof of full-time student st
So a big thank you goes to our primary partners: STA Travel, Hostelling International, Ninemsn and MTV.
                                          student travel organisations includes over 5000 specialist stude
A very special mention must go to STA travel for generously donating the first prize of AU$2500 worth of
travel.                                   worldwide.

                                                     Hostelling International is the brand name of the In
                                                     the organisation that represents Youth Hostel Assoc
                                                     International is one of the world’s biggest members
                                                     its 3.5 million members a choice of over 4,000 accom
                                       worldwide. Despite their name, Hostelling International pionee
                                       budget accommodation sector, and its online system www.HIh
                                       availability and book accommodation the overall
We also wish to thank our supporting partners. Not only did their involvement help boostanytime, anywhere – up
response, they also allowed us to increase the responses from various niche segments.

                                                   Thanks to: -  STA Travel is the world’s largest travel com
                                                                 Since its inception in 1979, STA Travel has e
                                                                 and sales. Today the company turns over U
                                           2.5 million travellers annually and employs over 2,600 staff wor
                                               Gap Adventures
                                           400 wholly owned retail locations in Australia, Austria, Canada,
                                           Kong, Japan, Malaysia, New Zealand, Norway, Singapore, South
                                           UK and the USA. The company is represented in a total of 85 co
                                           branches, franchisees and licensees.
                                                      VisitBritain was created on 1 April 2003 to market Brit
                                              World Expeditions
                                                      England to the British. Formed by the merger of the B
                                                      Tourism Council, its mission is to build the value of to
                                                      world-class destination brands and marketing campa
                                           VisitBritain also builds partnerships with - and provides insight
                                           stake in British and English tourism.

                                                        MTV Europe is Europe’s largest 24-hour music tele
                                                        than 120 million households in 48 territories via te
                                                        broadband. MTV Europe currently comprises the
                                                        MTV European, MTV France, MTV Central, MTV2 P
                                           MTV Polska, MTV Classic, MTV Portugal, MTV Romania, MTV UK
                                           MTV Europe also owns TMF in Holland, which runs alongside M
                                           brands available in the UK - MTV Dance, Base, Hits, MTV2, VH1
                                           20 localised online services. All brands are specifically tailored
                                           each market including local presenters, programming and play
Lonely Planet’s Travellers Pulse Survey 2006 – Introduction                                                04

Executive Summary
For two years now, the Lonely Planet has set out to understand the travel behaviour of travellers through a
large scale survey. We aimed to have our finger on the pulse of travellers, and this year that pulse got a lot
louder with 70% more respondents than last year. While these increased numbers make interpreting the
data more accurate, the comparison of the two surveys also enables us to gauge short-term travel trends.
One of the most obvious comparisons with the previous Travellers’ Pulse survey was the apparent shift
away from intrepid destinations and travel behaviours. Fortunately, this was a product of the increased
sample size and the inclusion of more mainstream travellers in this year’s survey. Travellers will always
lead the way for intrepid travel behaviours and the strength of Travellers’ Pulse 2 is its ability look at a
larger proportion of our traveller base.
General travel behaviours were consistent with Travellers’ Pulse 1.
Several interesting themes emerged from the survey:
•    Favourite and next planned destinations centred on Europe and the English speaking world. For
     countries, Australia topped both lists for the second year, which also included Thailand and India in
     the top 10. Croatia and Morocco are increasingly popular destinations, while Indonesia and South
     America are cooling off.
•    Short breaks are the buzz word at the moment, and we note that their frequency has increased 17%
     from last year, although the more mainstream survey population is partially responsible for this.
     Australians preferred Melbourne for short breaks, the British favoured Barcelona and Americans
     most wanted to get to California.
•    Some interesting regional profiles emerged. The British had been to the most countries, favoured
     visiting Australia and Asia. Americans were comparatively well travelled, heavy purchasers and
     users of guidebooks, and favoured Europe. Only 1% of respondents from the USA had not travelled
     internationally which is far lower than expected. Australians had visited slightly less countries and
     most favoured Europe. Australians also owned and purchased the least number of guidebooks
     compared to the US and UK.
•    The Internet is increasingly popular. This year 94% of respondents conducted some type of internet
     research before departing, up marginally from Travellers’ Pulse 1.
•    Gap years, although still a UK-centric activity, are increasing in popularity around the world. Relaxing
     breaks and Getting off the beaten track also rated highly.

02 Who’s Travelling?
   Country of Origin
   The bulk of responses were from UK and Australian residents. Both countries tripled their response rates
   from last year. All other significant countries, including the US, had lower response numbers overall
   than 2004, and thus this year their relative proportions are lower. However, given the sheer sample size,
   statistically significant samples were received from the top 17 countries. Many of these countries are
   examined individually in the ‘country analysis’ section of this report.
   Despite this, the ranking of the top countries of origin remained similar to the last survey, with the native
   English speaking countries and Scandinavian Europe accounting for the top 10. It should be noted
   that the survey was conducted in English and as such is skewed towards countries with strong English
   speaking backgrounds.

   Country of Origin of Travellers’ Pulse 2 Respondents, Compared to Travellers’ Pulse 1
   Rank           Country of Origin      Responses               %            +/- % TP1/TP2
    1             United Kingdom           13099                 39.5%            +17%
    2             Australia                 8580                 25.9%             +7%
    3             USA                       2789                  8.4%              -6%
    4             Canada                    1292                  3.9%              -4%
    5             Sweden                     721                  2.2%              -4%
    6             Finland                    660                  2.0%              -2%
    7             New Zealand                526                  1.6%              -2%
    8             Norway                     408                  1.2%              -1%
    9             Singapore                  395                  1.2%              -1%
   10             Denmark                    262                  0.8%              -1%
   11             South Africa               244                  0.7%               0%
   12             Philippines                235                  0.7%             +1%
   13             Ireland                    231                  0.7%              -1%
   14             Netherlands                231                  0.7%              -1%
   15             Malaysia                   225                  0.7%               0%
   16             India                      222                  0.7%               0%
   17             Germany                    216                  0.7%              -1%
   18             Indonesia                  194                  0.6%             +1%
   19             China                      189                  0.6%             +1%
   20             Spain                      161                  0.5%              -1%
Lonely Planet’s Travellers Pulse Survey 2006 – Who’s Travelling?                                           06

Gender, All Respondents
Gender            Count         % of Respondents
Female            23,855                72%
Male               9,155                28%
Total             33,010               100%

As with previous years, women were far more likely to respond to the Travellers’ Pulse survey than men. This
is an unusually large difference and an increase on last year. There is no clear answer as to why our surveys
are more popular with women, however we do not believe that this reflects Lonely Planet’s user base.

Age Breakdown, All Respondents
Age               Count         % of Respondents
Under 18            355                    1%
18 – 24           13,310                40%
25 – 34           11,987                36%
35 – 44            3,322                10%
45 – 54            2,228                   7%
55 – 64            1,237                   4%
65 +                429                    1%
Total             32,868               100%

The survey age ranges is a reflection of a combination of factors, including: the online method of data
collection, the youth-orientated survey partners, and Lonely Planet’s key travellers. The distribution
was consistent with last year. It should be noted that this age breakdown is unlikely to be an accurate
representation of Lonely Planet usage, especially for the older age groups who are far less likely to
answer an online survey. Furthermore, the youthful survey partners, especially STA travel, MTV and ISIC
had predominantly younger respondents. Respondents entering directly from Lonely Planet were not
so strongly youth orientated and the most consistent survey partner was Ninemsn, whose sample was
almost uniform by age group.

Vocation                                                    Education
Profession, All Respondents                                 Education, All Respondents
Profession          Count     % of Respondents              Education              Count    % of Respondants
Professional        13,323           40%                    Primary                  140          0%
Student             11,005           33%                    Secondary               3,445        10%
Clerical             2,498            8%                    Certificate / Diploma    5,877        18%
Service / Sales      2,129            6%                    Degree                 16,910        51%
Other                2,068            6%                    Post-graduate           6,613        20%
Retired               792             2%
Homemakeer            698             2%
Unemployed            542             2%
Total              33,058          100%

Data regarding education and profession shows the strong influence that they have upon travel. More
than 70% of the respondents are currently studying towards or have completed university education,
which correlates with the size of the professional/student population.
Lonely Planet’s Travellers Pulse Survey 2006 – Who’s Travelling?                                                  07

Living Situation
Living Situation, All Respondents
Rank        Living Situation                  Count       % of Respondents
    1       Living in a shared house          15,596             47%
    2       Couple – no kids                   6,491             20%
    3       Living alone                       4,982             15%
    4       Family – kid/s under 12 yrs        1,906              6%
    5       Family – kid/s 13+ yrs             1,820              6%
    6       Mature couple – no kids at home    1,514              5%
    7       Mature single – no kids at home     704               2%

Share house living remained the strongest category, as it was last year.
Interestingly, only 20% of respondents were married, which is somewhat the result of the youthful skew
of the survey. However, 90% of survey respondents aged between 25 and 34 were also unmarried.
According to the UK Office of National Statistics, the general population married/ unmarried split in
Britain is 53/47, so we can safely conclude that Lonely Planet travellers are generally far less likely to be
married, even taking into account the aforementioned online survey method.

    Hypothesis: Getting married generally coincides with high capital expenses such a home and new car ownership,
    not to mention the prospect of children. This seems to have significantly reduced the proportion of married
    travellers. It is generally assumed that those who travel heavily as a lifestyle choice will delay marriage and
    other commitments till later in life.

The “Couple – no kids” group, who represent a further 20% of the survey, is also of interest. When
compared to the survey average, they are:

•       Less interested in making friends with other travellers.
•       Less interested in guidebook nightlife listings.
•       Less likely to take a gap year.
•       Less likely to travel to volunteer.
•       More likely to use an accommodation booking website.
•       More likely to have used all the series in Lonely Planet’s product range.
•       More likely to have an even balance between short and extended breaks.
•       More likely to have a mid-range travel budget.
•       More likely to find guidebook restaurant listings important.
•       And finally, on average they own more guidebooks – 7.1 guidebooks vs. 5.8 for the survey average.
Lonely Planet’s Travellers Pulse Survey 2006 – Who’s Travelling?                                     08

Travel Behaviours
Travel Experience
Number of Countries Visited, All Respondents
Number             Count      % of Respondents
 None               806               2%
  1-3              3,416             10%
 4-10            10,700              32%
 11-20           11,441              35%
 21-30             4,424             13%
 31+               2,156              7%

There was a 6% drop in the average number of countries visited when compared to last year’s survey,
in line with the more mainstream survey respondents. The average number of countries visited was 13
which is still surprisingly high and demonstrates how well travelled the average respondent is.
There was an entirely logical and uniform increase in travel experience with age.

                           Number of Countries Visited
Number of Countries Visited, by Country of Origin

                                                                             United Kingdom




            None            1-3            4-10          11-20       21-30          31+

The largest proportion of British respondents had visited between 11-20 countries (41.8%), whereas the
largest proportion of Australian and American respondents had visited between 4-10 countries.
The biggest variance was for between 1-3 countries, with 19.9% of Australians, 12.5% of Americans, and
only 3.7% of British respondents. Also significantly different were respondents who had yet to go abroad;
5.3% of Australians, and 0.2% of British. Geographical location, and the related increased cost to visit
more than their immediate neighbouring countries, is probably the largest factor encouraging the British
and holding back the Australians from travelling. Only 1% of Americans had yet to go abroad, which is
a staggeringly low number considering that it is generally reported that 68% of Americans do not have
a passport. As is shown in many other sections of this report, Americans who travel tend to do so quite
Lonely Planet’s Travellers Pulse Survey 2006 – Who’s Travelling?                                                 09

Overall, how often are you travelling compared with the past?
Travel Frequency
                            Travel Frequency
                                 Not sure
          Less than

                                                                     More than ever

     About the same
       as before

Encouragingly, almost half of all travellers continue to tell us that they are travelling “more than ever”.
This is a very similar result to last year. This extremely high proportion is likely the result of the youthful
nature of the survey, capturing many young people who have recently discovered the joy of travelling;
55% of 18-24 year olds are in this category. Interestingly, the next age group who strongly citied ‘more
than ever’ was the 55-64 year old group. Travellers aged from 18-24 and above 55 were the most likely to
take extended breaks and is likely driving growth for “Big Trips”. 35-44 year olds were the least likely to
be travelling “more than ever” with only 38% in this category.

Which of the following best describes your budget when travelling?
                                    High end
                                                                 Mid range

                       Low end

Travel budgets centred on the mid to lower end of the scale, with only 1% of respondents claiming to
have High end budgets.

  Hypothesis: From our experience last year, it is strongly suspected that the “Mixture” category is primarily
  composed of Mid-range travellers who are likely to vary their budgets according to their trip. Low-end or
  ‘budget’ travellers seem to stick most strictly to their budget category. However, it should be noted that other
  studies have indicated that ‘value’ is as important as budget. For example, travellers will save on certain
  things to splurge on others.
Lonely Planet’s Travellers Pulse Survey 2006 – Who’s Travelling?                                    10

                 Advance Planning of Long Haul Travel
Advance Planning of Long Haul Travel







        A matter of      Within 1     1 - 2 months   2 - 4 months   4 - 6 months   6+ months
           days           month

Travel planning is clustered around the 2-4 month region. Different niches have been shown to plan
quite differently and this is discussed on a case by case basis in the niche section.

            Importance of Technology on the Road
Importance of Technology on the Road






                Camera              Internet Café       Mobile Phone          MP3 Player

Technology is becoming increasingly important while on the road, and is strongly related to age. The
highest proportion of usage for MP3 players and internet cafés was among the young, whereas Mobile
Phone usage while overseas was important for many mainstream segments and for shorter breaks. The
camera, the quintessential piece of travel technology, is clearly the most important.
Lonely Planet’s Travellers Pulse Survey 2006 – Who’s Travelling?                                              11

Travel Motivations
What follows is a breakdown of the most important questions asked in Travellers’ Pulse and a brief
discussion of the implications. Many issues are covered in more detail in later parts of the report. Where
possible, comparisons are made with last year’s Travellers’ Pulse data and each chart indicates whether this
comparison data is available.

Main Purpose of Travel               Main Purpose of Travel
                               0%         10%      20%         30%    40%    50%     60%         70%    80%

              Career break
            Relaxing break
         Activity or interest
                Last minute
Gap Year/w orking holiday
            Study / course

Predictably, “Holiday” was quite clearly the most common purpose of travel. It is very interesting to note
that VFR (Visiting Friends and Relatives) was the 2nd most popular purpose of travel.

  Hypothesis: The very high ranking of the “Career Break” section is suspected to be a misinterpretation by
  respondents. Analysing this group does not indicate a higher than average likelihood to take extended breaks
  and is likely to be more accurately represented by a category such as “Short break from work”.

Most Enjoy about Travelling                     Enjoy about Travelling

                                          0%     10%     20%    30%   40%   50%    60%     70%    80%   90%

             Exploring other cultures

                                 w hile
 Relaxing or escaping life for a while

          Exploring non-tourist areas

                           w ith
               Interacting with locals
                              grow th
    Finding myself / personal growth
       Pursuing activities or interests

           Visiting friends and family

       Making friends w ith travellers
                     Attending events

        Contributing to places visited
Lonely Planet’s Travellers Pulse Survey 2006 – Who’s Travelling?                                             12

It is very encouraging to see that three out of the top five aspects of enjoyable travel are of an intrepid
nature: Exploring Non-tourist Areas, Interacting with Locals and Personal Growth.
Looking at the raw percentages, it would seem that intrepid travel behaviours have been significantly
reduced from last year, whereas VFR and relaxing have increased slightly. It is strongly believed that this
is the result of the larger survey sample size, rather than an indication on shifting travel behaviours.
VFR is more likely to be enjoyed during travel (45%) than being its main purpose (37%), highlighting that
it is often an incidental part of a journey. Interestingly, when people look forward to their next trip, VFR is
important for only 21% of respondents, confirming its more incidental nature.

What about Last year?
Travel motivations were considerably different to last year. In line with larger survey size which largely
caused the increasingly mainstream travel destinations discussed previously, the average respondent
this year were less interested in the more intrepid aspects of travel. For example, Contributing to Places
Visited, Interacting with Locals, Finding Myself/Personal Growth, Exploring Non-tourist Areas and
Exploring Other Cultures were considered 6-12% less important than they were last year.
Visiting friends and family was the only category that polled stronger this year, with 45% citing it as an
important motivation.

Most Want to Do NextMost
                    Trip                   Want to do next trip
                                           0%   10%   20%   30%   40%   50%   60%   70%   80%   90%

 Go somew here you have never been
   Immerse yourself in another culture
                Escape life for a w hile
               Get off the beaten track
    Engage in an activity or adventure
                        Lie on a beach
                Visit friends and family
         Revisit a favourite destination
        Party like there's no tomorrow
 Visit an iconic/fashionable destination

Low cost carriers may be the reason for the increase in mainstream destinations this year. They are
allowing travellers to go somewhere they have never been (as over three-quarters of respondents most
wanted to do on their next trip) in a country they may have already visited. This is possible because the
low cost carriers are more likely to fly to (and from, of course) regional airports. As of October 2006, for
example, Ryanair flies to nine destinations in Poland and seventeen in Spain.

03 Destinations
   Favourite Region
   Question: What is your favourite part of the world to explore?
   Travellers’ Pulse Favourite Region, all responses, alongside actual tourism statistics for those regions
   Regional Travel: Actual Arrivals and Favourite
                       Regional Travel:Actual arrivals and Favourite

   40%                                                                                   UNWTO-Actual
                                                                                         arrivals 2005












                                                             ri c

















   The favourite regions of the world remained similar to last year, with a slight drop for Asia in favour of
   Australasia and the Pacific.
   While Europe is the most popular region, its share (27.7%) of Travellers’ Pulse respondents is half that
   of the actual proportion of inbound travellers in 2005 (54.9%). Asia’s popularity (21.6%) is closer to the
   actual share of travellers (17%). Only 1.3% of world travellers visited Australasia & the Pacific in 2005 and
   yet 18.4% of Travellers’ Pulse respondents consider it their favourite region. The discrepancy between
   actual travel behaviour and favoured regions may have many causes, but the obvious reason is that it
   is cheaper to travel to less favoured destinations, which is the case with intra-European travel. A single
   favourite destination may stick with a traveller, despite having travelled extensively since their last visit
   to that location.
Lonely Planet’s Travellers Pulse Survey 2006 - Destinations                                                  14

                Favourite of Origin
Favourite Region, by Countryregion, by country of origin
                                                                                           United Kingdom







        ri c























When compared to Travellers’ Pulse 1, Australians lost interest in Asia and became more interested in
Australasia & the Pacific as well as Europe. This is likely explained by the continuing instability in Asia
caused by events such as Bird Flu and the Tsunami.
People from the U.K. also preferred Asia slightly less and increased their interest in Australasia & the
Pacific. This is likely due to the significantly bigger sample size in 2006 and the strong, more mainstream
appeal of Australia as a sunshine destination for British travellers. US residents remained constant in their
regional preference.
Lonely Planet’s Travellers Pulse Survey 2006 – Destinations                                                   15

Favourite Country
Question: What is your favourite country (of the countries you’ve visited)?
Top 20 Favourite countries visited, all respondents
Rank       Country          % of Respondents
  1        Australia              10.1%
  2        Italy                   6.3%
  3        Thailand                5.7%
  4        New Zealand             5.0%
  5        United States           4.6%
  6        France                  3.6%
  7        India                   3.1%
  8        Spain                   3.0%
  9        Canada                  2.7%
 10        United Kingdom          2.4%
 11        Greece                  2.0%
 12        China                   1.9%
 13        Japan                   1.8%
 14        Mexico                  1.7%
 15        Vietnam                 1.6%
 16        South Africa            1.6%
 17        Brazil                  1.5%
 18        Egypt                   1.5%
 19        Indonesia               1.4%
 20        Malaysia                1.3%

Australia is the favourite destination for the 2nd year in a row, with more than 10% of respondents
preferring it above all others. The likely reasons for this is the iconic nature of Australia, its placement as
a long haul English speaking sunshine destination for UK and US respondents and its strong popularity
among Australians themselves.

Favourite Destination (c.f. Travellers’ Pulse 1 and 2)

         Big movers – up, (in order of significance):
         USA, France, Spain, Italy, Thailand, Canada, Mexico
         Big movers – down (in order of significance):

        Brazil, Chile, Peru, Argentina, Cuba, Nepal, Vietnam, Japan, Egypt
This shift to more mainstream favourite destinations is due to the larger number of more mainstream
survey respondents when compared to last year, although it should be noted that there appears to be
less interest in South America when compared to last year.
India (7th) and China (12th) are the highest among the truly intrepid destinations, which is inline with
current sales data.
Lonely Planet’s Travellers Pulse Survey 2006 – Destinations                                                   16

Favourite Country, By Country of Origin
Rank         Australia                     UK                         USA
  1          Australia         8.8%        Australia       10.2%      Italy           7.9%
  2          Italy             7.9%        Thailand         6.6%      Australia       5.9%
  3          Thailand          5.1%        New Zealand      6.2%      France          4.5%
  4          France            4.7%        United States    5.9%      United Kingdom 4.4%
  5          New Zealand       4.2%        Italy            5.7%      Thailand        3.9%
  6          Canada            3.7%        India            3.3%      Spain           3.9%
  7          United Kingdom    3.3%        Spain            2.9%      United States   3.8%
  8          United States     3.1%        France           2.6%      New Zealand     3.7%
  9          Spain             3.0%        Canada           2.5%      Mexico          3.0%
 10          Japan             2.7%        South Africa     2.2%      India           2.7%

Australia and the UK were very constant in regards to their favourite countries, with the top four
remaining largely the same as last year.
The USA saw movement as France and Australia both moved up 4 places. Spain dropped 4 places.
Australia was popular in Lonely Planet’s two main markets, the UK and the USA, and even polled top dog
in Australia itself. The British, by contrast, didn’t rate the UK in their top 10 list of favourite destinations,
while the USA came in seventh for Americans.
Lonely Planet’s Travellers Pulse Survey 2006 – Destinations                                                   17

Australia’s favoured destinations can be easily divided into short-haul and long-haul flights. While
Australia is the most popular choice, the rest, barring New Zealand, are long-haul flights, with four
European destinations in the top 10. Neither Indonesia nor any Pacific island destinations are present.
Strangely, only two Asian destinations – Thailand & Japan – make the grade. When expanding to the top
20 favourite destinations for Australians, Asia becomes more dominant, with Vietnam, China, Indonesia
and India registering strongly.
In fact, the Australian, British, & American top tens have a similar distribution between short-haul and
long-haul. Long-haul destinations make up 80% of the Australian & American top tens, and 70% of the
British top ten. This is obviously not indicative of where travellers actually go, with the Americans keen
on short-haul trips to Mexico and the Caribbean, and the British streaming across to continental Europe.
Obviously a favourite destination is far more likely to be a long haul trip to an exotic location.
With Britain, for example, the 2005 tourism figures for European destinations totalled 52.8 million (79.5%
of total outbound), while the rest of the world was only 13.6 million (20.5%). Where the tourism figures
have 42.6% of outbound British trips heading to Italy, Spain, or France in a calendar year, only 11.2%
Travellers’ Pulse respondents considered these destinations their favourite.
In both the British and American top 10 favourite destinations, the grass is greener if it is further away,
but lacking money or extended time, they are more likely to travel within their region.
However, the Australian top ten preferences for long-haul destinations is a more accurate reflection
of their travel behaviour since Bali lost its appeal after the second bombing, and the Pacific islands
are neither as cheap or fashionable as Thailand, nor as convenient as Queensland for the sun-seeking
Travel Today makes the same connection, noting that “Thailand is continuing to benefit from the
downturn in sales to Bali with a 35 per cent increase in arrivals from Australia in August [2006]. Arrivals to
Indonesia fell 50 per cent compared with the same month last year.”
Half of the Australian respondents’ top 10 destinations are English speaking destinations: Australia, New
Zealand, Canada, the UK, & the USA. The same proportion is found in the UK top 10, with South Africa
replacing the UK. Only four out of the top 10 destinations chosen by Americans are English speaking:
Australia, the UK, the USA, & New Zealand. Oddly, Canada is not present in the American top 10,
although their other neighbour, Mexico, comes in at number 9.
Lonely Planet’s Travellers Pulse Survey 2006 – Destinations                                                         18

Short Breaks
Short breaks seem to be the buzz at the moment. Low cost carriers are thriving and it seems every
guidebook publisher is rushing to put out its new version of guides tailored for this purpose, including
DK Map and Guide, DK Top 10, Frommers Day by Day, the new Wallpaper city series, Time Out’s Shortlist
and Lonely Planet’s soon to be released Encounter.
This year the short breaks section was expanded to capture not only the number of short breaks, but the
breakdown between international and domestic trips. When compared to last year, we see that short
breaks have increased their overall frequency by 17%. The survey question was phrased as follows:

If you are planning a short break (not more than 5 days) in the next 12 months, which city or region are you most
     likely to visit?

Short Breaks: Americans
Travellers’ Pulse Top 10 American short breaks
California            8.7%
New York City         4.6%
Florida               2.8%
London                2.6%
Chicago               2.4%
San Francisco         2.2%
Las Vegas             1.9%
Washington DC         1.8%
Vancouver             1.7%
Colorado              1.6%

American respondents are far more likely to travel further on their short breaks, with London and Paris
both appearing in their top 12. This can be explained by good air connections to these cities.
That California is top of Americans’ next short break destination is due to the large proportion (45%) who
take trips to visit friends and relatives compared to the survey average of 37%. This percentage is even larger
for visitors intending to travel to California next (50%), which may be explained by the fact that California is
the most populous state (est. 30.5 million) and has marketed itself as an adventure/sunshine destination.
According to the US government’s Office of Travel & Tourism Industries, the UK is America’s largest European
destination with 3.8 million visits in 2005. In fact, it is their third biggest destination; only Canada and
Mexico are bigger.
Lonely Planet’s Travellers Pulse Survey 2006 – Destinations                                                19

Short Breaks: Australians
Travellers’ Pulse Top 10 Australian Short Breaks
Melbourne               12.3%
Sydney                   8.2%
Queensland               4.7%
Brisbane                 4.6%
Gold Coast               3.7%
Perth                    3.6%
Adelaide                 3.6%
Auckland                 3.4%
New South Wales          3.2%
Tasmania                 2.7%

Australians, on the other hand, stick mainly to the Australian East Coast. Sydney did not make number
one, perhaps due to the recent ‘advertising’ of Melbourne as a destination during the Commonwealth
Games. Actual figures for Australian domestic short trips (see below) have Sydney as the number one
destination over Melbourne. The only non-Australian destination in the top 10 was Auckland.
The Australian Bureau of Statistics reports a 3.5% rise in all visits (short and extended) by Australians to
New Zealand for the year ending August 2006.
The Top 10 Domestic Trips (Short or Extended) by Australians as Reported by Tourism
Australia for 2005
Rank        Destination           Trips (Million)   Share   Avg Nights in Region
  1         Sydney, NSW                4.6           9%             3.0
  2         Melbourne, VIC             3.9           7%             3.3
  3         Brisbane, QLD              3.1           6%             3.5
  4         Gold Coast, QLD            3.0           6%             4.9
  5         North Coast, NSW           2.7           5%             4.1
  6         Sunshine Coast, QLD        2.4           5%             4.0
  7         South Coast, NSW           2.0           4%             4.0
  8         Perth, WA                  2.0           4%             4.4
  9         Hunter Valley, NSW         1.6           3%             4.1
10          South West, WA             1.6           3%             2.8

Short Breaks: Britons
Travellers’ Pulse Top 10 British Short Breaks
        United Kingdom
Barcelona         8.6%
Paris             7.1%
Amsterdam         5.5%
Prague            5.0%
Rome              4.4%
New York City     3.8%
Dublin            3.7%
Budapest          2.2%
London            2.1%
England           2.0%
Lonely Planet’s Travellers Pulse Survey 2006 – Destinations                                                                                          20

The UK was quite predictable, with the European capitals dominating. London was the highest rated UK
destination at number 9. The closeness of Europe and Low cost flights continues to expand short break
options for the British. In fact, the average duration of all trips made to Europe by the British was only
7.7 days in 2005, which is half their average trip to North America (14 days). The UK Statistics office also
reports that 52.8 million trips were taken to Europe in 2005, which is 79.5% of all overseas trips taken by
Britons. Of these, there were 13.2 million trips that only lasted between 1 and 3 nights.

Number of Short Breaks (Domestic & International) by Country of Origin
Domestic Short Breaks Breaks
           Domestic Short
                                                                                International Short Breaks
                                                                                         International Short Breaks
    30                                                                          70
                                                          Australia                                                                       Australia
                                                                                60                                                        United Kingdom
    25                                                    United Kingdom


     0                                                                          0
         None   1   2   3     4     5      6     7    8         9     10+            None   1   2    3      4      5     6      7     8        9    10+
                        Num ber of dom estic breaks                                                 Num ber of international breaks

Americans are far more likely to take domestic short breaks than other nationalities. This is supported by
sales data which shows 32% of guidebook sales in the US for 2006 were for domestic locations.
People from the United Kingdom have the lowest propensity to take domestic short breaks, which is
logically the result of their proximity to Continental Europe as an international destination. Responses
centred on three to four short breaks for all three major markets.
For International short breaks, Britons were the most likely and Australians the least likely. Increased
distances and cost for Australian’s clearly play a large part in this difference.
Lonely Planet’s Travellers Pulse Survey 2006 – Destinations                                                         21

Extended Breaks
Travellers’ Pulse 2 asked respondents two similar questions about their number one country. The first
question (dealt with in a previous section of this report) was to identify the respondent’s favourite country.
This section deals with the future oriented question of where travellers are planning to visit next.

Question: If you are planning an ‘extended break’ (1 week or more), which country are you most looking forward to
Top 20 Next Extended Break Destinations, All Respondents
Rank            Country
  1             Australia
  2             United States
  3             New Zealand
  4             Italy
  5             Thailand
  6             United Kingdom
  7             India
  8             Spain
  9             Canada
 10             France
 11             Greece
 12             China
 13             Brazil
 14             South Africa
 15             Egypt
 16             Peru
 17             Japan
 18             Mexico
 19             Vietnam
 20             Croatia
       Total % (top 20): 61.5%

As with favourite destinations, next destinations shifted towards more mainstream destinations in 2006,
due to the larger survey sample.

Next Destination

       Big movers – up (in order of significance):
        USA, UK, Spain, Canada, France, Greece

        Big movers – down (in order of significance):
        Brazil, Peru, Vietnam, Cuba
After a conspicuous absence from Travellers’ Pulse 1, China has appeared at number 11, more in line with
its current strong guidebooks sales.
Australia and the USA were the first and second most popular choice for next destination for every age
New Zealand was particularly favoured by 55-64 year olds.
Thailand and Brazil were more likely to be favoured by 18-24 year olds.
It is interesting to note that both Australia and New Zealand remained steady, rather than increasing
as many other mainstream destinations did. Sales data shows that both destinations are experiencing
decreased sales.
Lonely Planet’s Travellers Pulse Survey 2006 – Destinations                                                22

Croatia and Morocco are both hot new destinations at the moment, with twice as many respondents
planning to go there compared to people who consider it their favourite and, thus, must have travelled
there before.
Conversely, Indonesia is cooling off. This suggests that the Bali bombings have discouraged travellers
from visiting the archipelago. Sales data and tourism figures show us that Thailand has soaked up the
majority of these potential Bali visitors.
Many destinations polled weaker than expected on this next destination question and we postulate that
this is due to their low visibility as a tourist destination and is not necessarily a reflection on the actual
number of arrivals. For example, both Bolivia and Laos are excellent destinations for travellers once they
get there but most visitors to these countries probably arrive there via another country. For example,
Laos visitors enter via Thailand, and Bolivia visitors entering through Peru. Thus, Laos and Bolivia do not
rate as high on the next destination answer as they should.
It seems people are less interested in South America as their next destination. Brazil and Chile have
dropped out of the top 10 for all countries. Peru and Cuba have dropped off the top10 for Australia and
the UK. Sales data shows us that from 2005 to 2006, total market sales to South America dropped by
a small margin. The UNWTO reports that growth for South America is slowing, with a 17% increase for
2003/04, a 12% increase in 2004/05 and an 8% increase for 2005/06. All three sources generally agree
that South America is cooling off.

  Hypothesis: In December 2004 when Travellers’ Pulse 1 was conducted, “The Motorcycle Diaries” was showing
  in Cinemas. As the movie showcased South America it is very likely that this had a strong impact upon
  inspiration for next destination selection.

Mainstream vs. Intrepid Destinations
Although mainstream destinations dominated the top 20, this was balanced by a larger number
of intrepid destinations at the bottom end of the list. The balance ended up favouring mainstream
destinations. When compared to results from Travellers’ Pulse 1 in 2005, we can see that there has been a
large shift towards more mainstream destinations. It should be noted that a large part of this variance is
likely the result of a larger survey sample this year.

2005 Next Destination Type Breakdown                       2006 Next Destination Type Breakdown
                                                              2006 Next Destination Type Breakdown
     2005 Next Destination Type Breakdown


                                                  57%       Mainstream

N.B. Total counts are slightly less than the survey totals as not every respondent answered this question.
Classification of mainstream, borderline and intrepid destinations were made with the author’s discretion.
Borderline destinations are generally formerly intrepid locations that are developing, e.g. the Baltic States.
Lonely Planet’s Travellers Pulse Survey 2006 – Destinations                                                    23

Next Extended Break Destination, By Country of Origin
Australians           (%)         British             (%)        Americans          (%)
Australia             11.1        Australia           8.3        United States       6.2
New Zealand              6.7      United States       6.9        Italy               6.0
United States            6.3      Thailand            5.0        United Kingdom      4.9
United Kingdom           5.6      Spain               3.9        Australia           4.3
Italy                    4.4      India               3.8        France              3.6
Canada                   3.9      New Zealand         3.8        China               3.5
Thailand                 3.7      Italy               3.7        Greece              3.2
France                   3.0      Greece              2.9        Spain               2.9
China                    2.4      Canada              2.6        Thailand            2.7
Vietnam                  2.3      Egypt               2.5        Mexico              2.5
Total % (top 10)      49.4        Total % (top 10)   43.4        Total % (top 10)   39.8

Extended Breaks: Australians
China was the highest rated intrepid destination for Australian respondents, coming in at number 9. Last
year Peru and Chile topped the chart, which had seven intrepid destinations in the top 10. This is likely
explained by the fact that 36% of this year’s Australian sample was from Ninemsn, our most mainstream
survey partner. This result is not believed to be indicative of a reduction in intrepid behaviours.

Extended Breaks: Britons
People from the UK don’t rate Britain as a good destination for extended breaks, probably because
of Britain’s proximity to Continental Europe. India and Egypt, locations that didn’t manage a top 10
appearance elsewhere, appeared on Britain’s list.

Extended Breaks: Americans
Top 20 Outbound Destinations (Short and Extended Breaks) for Americans (Source:
Office of Travel & Tourism Industries)
Rank        Country            2005 Travellers ‘000         2004 Travellers ‘000    Percent Change 2005/2004
  1         Mexico                        20,325                  19,370                     +5%
  2         Canada                        14,390                  15,088                      -5%
  3         UK                             3,829                    3,692                    +5%
  4         France                         2,217                    2,407                     -8%
  5         Italy                          2,044                    1,915                    +7%
  6         Germany                        1,670                    1,750                     -5%
  7         Japan                          1,497                    1,067                   +40%
  8         Dominican Rep.                 1,439                     957                    +50%
  9         Jamaica                        1,353                    1,258                    +8%
 10         China                          1,295                    1,067                   +21%
 11         Spain                           979                      903                     +8%
 12         Bahamas                         921                     1,012                     -9%
 13         Hong Kong                       921                      738                    +25%
 14         Netherlands                     864                      930                      -7%
 15         India                           835                      629                    +33%
 16         Costa Rica                      777                      629                    +24%
 17         Ireland                         691                      738                      -6%
 18         Taiwan                          662                      629                     +5%
 19         South Korea                     662                      574                    +15%
 20         Brazil                          605                      602                      0%

Japan, Dominican Republic and Jamaica are very obvious exceptions from American responses to the
Travellers’ Pulse question as to their next extended break. Americans inbound to Japan were up 40% in
2005, and Dominican Republic was up 50%. It is doubtful whether these increases were for short break
trips. India was also up 33%.

04 Guidebooks
   Guidebook Usage
   Frequently Used Information Sources     Nb: Question asked in Traveller’s Pulse 1
                  Frequently Used Information Sources

























































   Encouragingly, guidebooks are the 2nd most important information source for travellers before the start
   of their journey. also rated very highly.
   There was a stronger response in relation to pre-planning this year, with most types of information
   polling around 10% higher than last year (Travel Agents, Travel Brochures, Word of Mouth, Newspapers/
   Magazines, and TV Travel Shows). Guidebooks remained steady, with 68% of people still using them
   before travel. The web was broken down into components this year, but it is again the most used
   medium for information. 94% of respondents used some form of internet research, up from 91% last year.

   Guidebook Usage                                                                    Nb: Question asked in Traveller’s Pulse 1
                                                Guidebook Usage
                                                                     0%     10% 20% 30% 40% 50% 60% 70% 80%

                  Recommendations for food and accom

                              Practical information on road

                       Deciding w here to next on the road

                        Researching potential destinations

   Pre-planning or booking once the dest is decided

                                                 For inspiration

                Booking accom/activities etc on the road

                                     I do not use guidebooks

Lonely Planet’s Travellers Pulse Survey 2006 – Guidebooks                                                                 25

The key aspects of guidebooks are clearly shown by the graphs above and below. Overall, the practical
on-the-road information ranks as the highest used, then pre-planning information. Travellers’ Pulse 1
worded this question slightly differently making comparison difficult. At a high level both surveys are in
agreement that practical information when on the road is most important.

Sustainable Travel
Sustainable travel is huge issue for travellers with almost two thirds citing it as an important part of a
guidebook and has increasingly become a truly mainstream issue for all travellers. Only 12% of travellers
did not consider this issue to be important.
Those who citied this to be important are, as a group, very similar to the survey average. However they
were slightly more likely to be students and to volunteer while travelling. They are also more likely to
enjoy contributing to places visited, interacting with locals and finding themselves/personal growth. They
are more reliant on guidebooks and the Lonely Planet website for travel information before leaving and
internet cafés while on the road.
Likelihood to Purchase a Guidebook by Trip Type
                                                       Nb: by trip type
                                   Likelihood to purchaseQuestion not asked in Travellers’ Pulse 1
                                   0%   10%   20%   30%         40%   50%      60%         70%   80%    90%        100%

  Extended break international

      Short break international

             Last minute travel

     Extended break domestic

            Weekend getaw ay

    Returning to a familiar dest

     Visiting family and friends

         Short break domestic

Extended international breaks are clearly the most important trip for Lonely Planet, with 88% of
respondents saying they are likely to buy a guide for this trip type. All other trip types have significantly
lower likelihoods, indicating that they are niche markets with harder to define needs.

Averages                                                  TP2         TP1            Aus         UK           US
Number of countries visited                             13.3          14.1       11.5            14.5     13.3
Number of guides owned                                    5.8          -             5.1          5.9         7.7
Number of guides purchased in the last 12 months          2.0          -             1.8          2.1         2.7
Advance planning time for long haul trips (in months)     3.7          -             4.3          3.6         3.6
Total domestic short breaks (per year)                    2.8                        2.9          2.4         3.6
                                                                   17% less
Total international short breaks (per year)               1.5                        0.9          1.7         1.3

Interestingly, this year people had visited fewer countries, primarily as a result of the increased size of the
survey capturing more mainstream travellers.
Americans owned and purchased more guides than other nationalities and took more short breaks.
Australians appear to purchase the least and, perhaps owing to the fact that no other country is
accessible by car, take less short international breaks.
Short breaks increased by 17% when compared to Travellers’ Pulse 1.
Lonely Planet’s Travellers Pulse Survey 2006 – Guidebooks                                                26

Guidebook Branding
Guidebook Brands
                                    Guidebook Brands
                   0%   10%   20%   30%     40%      50%    60%     70%     80%        90%        100%

   Lonely Planet

   Rough Guide

        Let's Go

       Time Out

DK / Eyew itness






  AA Publishing
                                                                           TP2 - Will Purchase Next
    Rick Steve's
                                                                           TP2 - Would Recommend
                                                                           TP1 - Will Purchase Next

The first thing that is likely to be noticed from above is Lonely Planet’s brand dominance, which is
explained by the fact that this was a Lonely Planet branded survey and the use of like minded survey
partners. Rough Guides’ strong position is largely the result of its strength in the UK and the large
proportion of respondents who came from that region.
Encouragingly, Lonely Planet is more likely to be the next choice of guidebook this year, with 83% of
people selecting it as their next guidebook, up 10% from last year. This year the ‘next guidebook’ question
was much more balanced with almost 2/3 of people also selecting brands other than Lonely Planet in this
multiple response question. Moon, who polled very strongly last year as the second most likely next trip
guide book, has dropped to least likely next trip guidebook. Moon’s popularity last year appears to be
somewhat of an aberration, possibly the result of marketing activity directly preceding our survey. Rough
Guides, who polled weakly last year, emerged as the second strongest brand, more in line with its sales.

05 Appendix
  Travellers’ Pulse2 Questionnaire
  1.   What is your favourite part of the world to explore?      •    Africa
                                                                 •    Asia
                                                                 •    Australasia & The Pacific
                                                                 •    Europe
                                                                 •    Indian Sub-continent
                                                                 •    Middle East
                                                                 •    North America
                                                                 •    South & Central America

  2.   What is your favourite country (of the countries          Drop down A-Z of countries
       you’ve visited)?

  3.   It’s a big world. How many countries have you             •    None
       visited?                                                  •    1-3
                                                                 •    4-10
                                                                 •    11-20
                                                                 •    21-30
                                                                 •    31+

  4.   If a ‘short break’ lasts 5 days or less, how many short   Drop Down x2
       breaks did you take in the last 12 months - where did     •    Domestically: Drop down 1 – 10+ (include ‘none’
       you take them, domestically or internationally?                option)
                                                                 •    Internationally: Drop down 1 – 10+ (include
                                                                      ‘none’ option)

  5.   If you are planning a short break in the next 12          Drop Down x2
       months, which city or region are you most LIKELY to       •    Drop down A-Z of cities/regions + other (please
       visit?                                                         state)
                                                                 •    Select ‘other’ and enter your preferred choice if
                                                                      does not appear in the list.

  6.   If you are planning an ‘extended break’ (1 week or        Drop Down
       more), which country are you most looking forward         •    Drop down A-Z of countries
       to visiting?
       (Select home country if planning to travel
Lonely Planet’s Travellers Pulse Survey 2006 – appendix: Questionnaire                                                28

 7.   Which of the following best describes how you spent   Radio List
      your available travel time/budget over the last 12    •     No travel
      months?                                               •     All short breaks
                                                            •     Mostly short breaks with one extended break
                                                            •     Even split between short breaks and extended
                                                            •     Mostly extended break(s) with few small breaks
                                                            •     All extended break(s)
                                                            •     Other (please state)

 8.   Overall, how often are you travelling compared with   Radio List
      the past?                                             •     More than ever
                                                            •     About the same as always
                                                            •     Less than before
                                                            •     Not sure

 9.   Which description(s) best reflects the main            Checkbox List (Allow multiple answers)
      purpose of your travels? (Think of your most recent   •     Career break - escape life for awhile
      experiences and/or upcoming plans)                    •     Last minute / discount deals

      (Select all that apply)
                                                            •     Gap Year / working holiday / year out from study
                                                            •     Holiday (vacation) / just go travelling
                                                            •     Study / course (e.g. language, cooking, yoga)
                                                            •     Nightlife / partying
                                                            •     Volunteering
                                                            •     Activity or interest (eg. diving, archaeology dig
                                                            •     Visiting family / friends
                                                            •     Entertainment (eg. Sporting event, music
                                                            •     Business
                                                            •     Relaxing break (e.g. beach, resort, spa retreat)
                                                            •     Other (please state)

 10. What do you most enjoy about travelling?               Radio list rating (5 options per line)
                                                            •     Making new friends with other travellers
      (Rate on a 1-5 scale, where 1 = not important and     •     Contributing to places visited
      5 = extremely important)                              •     Interacting with locals
                                                            •     Relaxing or escaping life for a while
                                                            •     Finding myself / personal growth
                                                            •     Pursing activities or interests (eg. rock climbing,
                                                                  cycling etc)
                                                            •     Exploring non-tourist areas
                                                            •     Visiting friends and family
                                                            •     Exploring other cultures
                                                            •     Attending events (sports, music etc)
                                                            •     Other (please state)
Lonely Planet’s Travellers Pulse Survey 2006 – Appendix: Questionnaire                                              29

 11. Which of the following best describe your budget        Radio List
     when travelling?                                        •     High end
                                                             •     Mid range
                                                             •     Low end
                                                             •     Mixture

 12. On your next trip, what do you most want to do?         Checkbox List (Allow multiple answers)
                                                             •     Visit an iconic or fashionable destination
     (Select all that apply)                                 •     Lie on a beach
                                                             •     Go somewhere you’ve never been before
                                                             •     Escape life for a while
                                                             •     Revisit a favourite destination
                                                             •     Get off the beaten track
                                                             •     Visit friends and family
                                                             •     Engage in an activity or adventure
                                                             •     Immerse yourself in another culture
                                                             •     Party like there’s no tomorrow
                                                             •     Other (please state)

 13. When looking for travel information BEFORE              Radio list rating (5 options per line)
     travelling, how often do you consult the following      •     Accommodation Booking Websites
     sources?                                                •     Airline Booking Websites

     (Rate on a 1-5 scale, where 1 = never and 5 = all the   •     Local or Government Tourism Websites
     time)                                                   •     Stories / blogs from travellers and travel writers
                                                             •     Search engines e.g. Google
                                                             •     Lonely Planet website
                                                             •     Other travel websites
                                                             •     TV travel shows
                                                             •     Guidebooks
                                                             •     Newspapers / magazines
                                                             •     Word of mouth
                                                             •     Travel agents
                                                             •     Tour brochures
                                                             •     Other (please state)

 14. For which trips are you likely to buy a guidebook?      Radio list rating (5 options per line)
                                                             •     Last minute travel
     (Rate on a 1-5 scale, where 1 = least likely and 5 =    •     Weekend Getaway
     most likely)
                                                             •     Short Break within home country
                                                             •     Short Break internationally
                                                             •     Returning to a familiar destination
                                                             •     Extended break within home country
                                                             •     Extended break internationally
                                                             •     Visiting friends / family
                                                             •     Other (Please state)
Lonely Planet’s Travellers Pulse Survey 2006 – Appendix: Questionnaire                                      30

 15. How many guidebooks do you own?                    Radio List
                                                        •    None
                                                        •    1
                                                        •    2-3
                                                        •    4-5
                                                        •    6-10
                                                        •    11-20
                                                        •    20 +

 16. How many guidebooks have you bought in the past    Radio List
     12 months?                                         •    None
                                                        •    1
                                                        •    2-3
                                                        •    4-5
                                                        •    6-10
                                                        •    11-20
                                                        •    20 +

 17. When do you buy a guidebook?                       Checkbox List (Allow multiple answers)
                                                        •    As a gift for someone who is travelling
     (Select all that apply)                            •    When deciding where to go
                                                        •    As soon as I decide where to go/first step in
                                                             planning my trip
                                                        •    After initial research/when planning my trip
                                                        •    When departing (e.g. at the airport)
                                                        •    On the road / during my trip
                                                        •    I don’t buy guidebooks
                                                        •    Other (please state)

 18. How do you use guidebooks?                         Checkbox List (Allow multiple answers)
                                                        •    Researching potential destinations
     (Select all that apply)
                                                        •    For inspiration
                                                        •    Pre-planning or booking once the destination/s
                                                             has been decided
                                                        •    Deciding where to go next while on the road
                                                        •    Booking accommodation/activities etc while on
                                                             the road
                                                        •    Recommendations for accommodation,
                                                             restaurants, activities etc.
                                                        •    Practical information when on the road
                                                        •    I do not use guidebooks
                                                        •    Other (please state)
Lonely Planet’s Travellers Pulse Survey 2006 – Appendix: Questionnaire                                           31

 19. Which parts of a guidebook are important to you?    Radio list rating (5 options per line)
                                                         •     Accommodation listings
     (Rate on a 1-5 scale, where 1 = not important and   •     Activities
     5 = extremely important)
                                                         •     Author recommendations
                                                         •     Colour pictures
                                                         •     Entertainment / nightlife listings
                                                         •     History & culture information
                                                         •     Maps
                                                         •     Restaurant listings
                                                         •     Sightseeing information
                                                         •     Suggested itineraries
                                                         •     Transport information
                                                         •     Sustainable/responsible travel information
                                                         •     Other (please state)
 20. When buying a guidebook, how important are the      Radio list rating (5 options per line)
     following factors?                                  •     Price (compared to competitors)

     (Rate on a 1-5 scale, where 1 = not important and
                                                         •     Discount / Promotions / Specials
     5 equals extremely important)                       •     Cover design
                                                         •     Brand of guidebook
                                                         •     How recent it was published / updated
                                                         •     Number of pages
                                                         •     Word of mouth recommendations
                                                         •     Colour pages
                                                         •     Quality of content
                                                         •     Media mention / review
                                                         •     Weight
                                                         •     Other (please state)
 21. Where do you buy your guidebooks and why?           Checkbox List (Allow multiple answers)
                                                         a) Where (select all that apply)
                                                         •     Independent Bookstore
                                                         •     Bookstore Chain
                                                         •     Online book retailer (eg Amazon)
                                                         •     Lonely Planet online
                                                         •    Other online
                                                         Checkbox List (Allow multiple answers)
                                                         b) Why (select all that apply)
                                                         •     Choice – wider selection
                                                         •     I enjoy browsing in bookstores
                                                         •     Only buy harder to find titles online (e.g. Greenland)
                                                         •     Price – it’s often cheaper online
                                                         •     I like the convenience of online
                                                         •     I like to compare books/content in-store before I
                                                         •     I like the reviews by other readers (e.g. Amazon)
                                                         •     I don’t trust online shopping
                                                         •     I generally browse in bookstores but buy online
                                                         •     I only shop online when I’m familiar with the
                                                               brand / product I wish to buy
                                                         •     Other (please state)
Lonely Planet’s Travellers Pulse Survey 2006 – Appendix: Questionnaire                                                  32

 22. Of the guidebooks you’ve used in the past, indicate   Radio list rating (5 options per line – include not applicable)
     how likely you would be to recommend to others –      •     AAA
     rate only those that apply.                           •     AA Publishing
                                                           •     Berlitz
     (Rate on a 1-5 scale, where 1 = least likely and      •     Bradt
     5 equals most likely)                                 •     DK / Eyewitness
                                                           •     Fodors
                                                           •     Footprint
                                                           •     Frommers
                                                           •     Let’s Go
                                                           •     Lonely Planet
                                                           •     Michelin
                                                           •     Moon
                                                           •     Rick Steve’s
                                                           •     Rough Guide
                                                           •     Time Out
                                                           •     Other (please state)

 23. Which guidebooks do you plan to use on your NEXT      Checkbox List (Allow multiple answers)
     trip? (Be honest – you won’t hurt our feelings)       •    AAA
                                                           •    AA Publishing
                                                           •    Berlitz
                                                           •    Bradt
                                                           •    DK / Eyewitness
                                                           •    Fodors
                                                           •    Footprint
                                                           •    Frommers
                                                           •    Let’s Go
                                                           •    Lonely Planet
                                                           •    Michelin
                                                           •    Moon
                                                           •    Rick Steve’s
                                                           •    Rough Guide
                                                           •    Time Out
                                                           •    Other (please state)

 24. Which Lonely Planet products have you used?           Checkbox List (Allow multiple answers)
     (Select all that apply)                               •    Shoestring Guides
                                                           •    Country Guides
                                                           •    City Guides
                                                           •    Best Of Guides
                                                           •    Regional Guides
                                                           •    Multi country Guides
                                                           •    Activities Guides
                                                           Language Guides
                                                           •    Phrasebooks
                                                           •    Fast Talk
                                                           •    World Guide (on
                                                           •    Travel services
                                                           •    None
                                                           •    Other (please state)
Lonely Planet’s Travellers Pulse Survey 2006 – Appendix: Questionnaire                                          33

 25. What does Lonely Planet mean to you?                 Checkbox List (Allow multiple answers)
     (The good and the bad.)                              •    Budget travel advice
                                                          •    Honest & trustworthy content
     (Select all that apply)                              •    Independent travel advice
                                                          •    Geared towards the experienced traveller
                                                          •    Insightful and revealing
                                                          •    Causes over-population of destinations
                                                          •    Inspirational
                                                          •    Backpacker bible
                                                          •    Expensive
                                                          •    Advice often out of date
                                                          •    Geared towards a youthful audience
                                                          •    Great for short breaks
                                                          •    Great for extended breaks
                                                          •    Expert and well researched travel advice
                                                          •    Sold out to the mainstream traveller
                                                          •    Maverick, quirky
                                                          •    Other (please state)

 26. Which 3 statements below best reflect your            •    Caters for students
     perception or experience of STA Travel?              •    Caters for young people
                                                          •    Budget travel
                                                          •    Independent travel
                                                          •    Best prices
                                                          •    Most flexible travel options
                                                          •    Value for money
                                                          •    Offers exciting / inspirational travel products
                                                          •    Travel advice resource
                                                          •    Staff I can relate to
                                                          •    Best meets my needs
                                                          •    Who’s STA travel?

 27. How far in advance do you start planning an          •    a matter of days!
     overseas long-haul trip (before booking it)?         •    within 1 month
                                                          •    1 – 2 months
                                                          •    2 – 4 months
                                                          •    4 – 6 months
                                                          •    6+ months
 28. Rank these technologies in order of importance for   Rank from 1 to 4
     you, whilst travelling:                              •    Camera
                                                          •    Internet Café
                                                          •    Mobile Phone
                                                          •    MP3 Player
Lonely Planet’s Travellers Pulse Survey 2006 – Appendix: Questionnaire                      34

 29. If you stayed in hostels while travelling, which was   Radio List
     your favourite?                                        •    Hostelling International
                                                            •    Hostels of Europe
                                                            •    Base Backpackers
                                                            •    Nomads World
                                                            •    VIP Backpackers
                                                            •    YHA
                                                            •    YMCA/YWCA
                                                            •    Other (please state)

 30. Are you male or female?                                Radio List
                                                            •    Male
                                                            •    Female

 31. How old are you?                                       Drop Down
                                                            •    Under 18
                                                            •    18-24
                                                            •    25-34
                                                            •    35-44
                                                            •    45-54
                                                            •    55-64
                                                            •    65+
Lonely Planet’s Travellers Pulse Survey 2006 – Contents                                           35

 32. What is your major occupation?                        Radio List
                                                           •    Student
                                                           •    Professional
                                                           •    Clerical
                                                           •    Service/Sales
                                                           •    Homemaker
                                                           •    Unemployed
                                                           •    Retired
                                                           •    Other (please state)

 33. From the following, which best describes your life?   Radio List
                                                           •    Living alone
                                                           •    Living in shared house
                                                           •    Couple - no kids
                                                           •    Family - kid/s under 12 yrs
                                                           •    Family - kid/s 13+ years
                                                           •    Mature couple - no kids at home
                                                           •    Mature single - no kids at home

 34. What is the highest level of education you have       Radio List
     completed (or are currently studying towards?)        •    Primary
                                                           •    Secondary
                                                           •    Certificate/Diploma
                                                           •    Degree
                                                           •    Post-Graduate
                               Travellers’ Pulse Survey
This survey analysis was produced by Lonely Planet in conjunction with STA Travel,
Hostelling International, Ninemsn and MTV. For further information contact:
Jason Shugg, Product Marketing Manager, Lonely Planet.
Nick Wood, Research Analyst, Lonely Planet.
Adam Stanford, Marketing Analyst, Lonely Planet.
Helen Hewitt, Consumer Product Marketing Manager, Lonely Planet UK.
Cindy Cohen, Publicity Manager, Lonely Planet USA.

Or Contact Lonely Planet At:

AUSTRALIA                      UK                           USA
90 Maribyrnong Street          72-82 Rosebery Avenue        150 Linden Street
Footscray Victoria 3011        London EC1R 4RW              Oakland CA 94607
Tel: (03) 8379 8000            Tel: (020) 7841 9000         Tel: (510) 893 8555
Fax: (03) 8379 8111            Fax: (020) 7841 9001         Fax: (510) 893 8563

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