Is this you EMERGING TRENDS T by alendar


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									Get excited about the   of Australian Tourism  Future                                                                                               Friday 19 June 2009

                                                                                                                                                TODAY’S SCHEDULE
 EMERGING The future of marketing Australia
                                   The rapid growth of digital communication is changing the face of consumer marketing and                    0810 – 0840 Coach transfers (buyers

      TRENDS                       shifting some long established paradigms for how we promote Australia to the world.                                     only) – sponsor hotels to
                                   Visiting ATE09 this week, James Ledger from Carat Australia -Tourism Australia’s media                      0855 – 1040 Appointments
                                   planning and buying agency – talked about the key trends to look out for.
                                                                                                                                               1040 – 1055 Morning tea

T    he nature of tourism is
     continually changing and
evolving. Future trends that are
                                   Top of the list
                                   is the impact of
                                   smart mobile
                                                                                                                                               1055 – 1240 Appointments
                                                                                                                                               1240 – 1340 ‘Market to Market’ lunch
                                                                                                                                                           brought to you by
                                                                                                                                                           Tourism Australia (MCEC,
just a glimmer on the horizon      which is creating
                                                                                                                                                           entrance through Door 6)
now, will be upon us sooner than   a state of ‘hyper
                                                                                                                                               1340 – 1543 Appointments
we think. From eco tourism and     connectivity’,
                                   where people are                                                                                            1543 – 1558 Afternoon tea
voluntourism, to digital media     constantly wired                                                                                            1558 – 1801 Appointments
and new technology that            into networks                                                                                               1801 – 2000 ‘The Last Shout’ Function
enhances travellers’ experience,   24/7. The sheer                                                                                                         hosted by Tourism
being ready and prepared to        mass of informa-                                                                                                        Australia (Foyer,
                                   tion available                                                                                                          Melbourne Convention
make the most of future
                                   means consum-                                                                                                           Centre)
opportunities is the key to        ers are becom-
success.                                                                                                                                       1930 – 2030 Coach transfers to
                                   ing increasingly
                                   discerning of the                                                                                                       sponsor hotels
                                   value of brands
                                   to them.

                                   “Consumers have integrated mobile phones into their daily lives,” says James. “There are
                                   already 45,000 iPhone applications and while 11 months ago these were mainly games,
                                   there’s now a shift towards applications that provide a service. In the future brands in this
                                   space will need to provide utility as well as entertainment.”
                                                                                                                                                    Is this you?
                                   Another trend to watch is the shift away from TV. In the last five years TV in Australia has lost
                                   13 per cent of its audience. It’s a similar trend globally. Online viewing has become
                                   mainstream and caters to our new ‘on demand’ mentality. Recent research says 65% of young
                                   adults globally are now downloading TV content every week and while 73% of young adults
                                   couldn’t live without their PC or mobile, only 11 per cent couldn’t go without TV.

                                   “Consumers of the future will no longer be at the mercy of broadcasters. The power has
                                   shifted to content distributors like iTunes, Hulu (US) and 4oD (UK). The future for marketers
                                   will be to develop partnerships with these content distributors to reach audiences, and
                                   circumvent broadcasters.”

                                   Finally storytelling, a critical component of destinational promotion, now needs to move into
                                   the digital space. Consumers are looking for the ability to contribute and participate in
                                   storytelling through social networks.

                                   “Consumers no longer trust brands at face value,” comments James. “They seek authenticity
                                                                                                                                               Each day we’re on the look out for
                                   and a return to the truth. The future for brands like Tourism Australia is to act as a facilitator
                                   for storytelling.”                                                                                          ATE09’s most photogenic delegates.
                                                                                                                                               If this is you in today’s photo you’ve
                                   This translates to listening to and monitoring conversations online, fostering advocates like               won our daily prize. We’ve got a
                                   bloggers, supplying topic and ideas, asking questions and interacting with online
                                                                                                                                               copy of Sustainable Australian
                                   audiences transparently and with integrity.
                                                                                                                                               Travel for Dummies
                                                                                                                                               to give away,
                                                                                                                                               courtesy of ATE
                                                                                                                                               Daily and Tourism
                                   ATE09 Melbourne wraps up                                                                                    Australia. Please
                                                                                                                                               go to the TA
                                   As the week draws to a close, ATE09 has once again                                                          stand before the
                                   this year proven to be a resounding success with                                                            end of the day
                                   appointments held between 1,700 Australian                                                                  to collect your
                                   delegates and 600 overseas buyers from 40 countries.                                                        prize.
                                   Tourism Australia Managing Director, Geoff Buckley                                                          Good luck!
                                   said this year’s event has continued the tradition of
                                   ATE being Australia’s premier travel trade event.

                                   “The feedback from both buyers and sellers has been
                                   fantastic with an estimated 40,000 productive
What’s on at the TA stand          meetings taking place during the week,” he said. “I’d
                                   like to extend thanks to our partners, Tourism
                                                                                           SATC Chief Executive, Andrew McEvoy and Tourism
                                                                                               Victoria Chief Executive, Gregory Hywood
                                                                                                                                               Hot in the city...What’s on
                                   Victoria and Qantas who have helped make this week such a success. Tourism Victoria has
  Think you know Australian        done a remarkable job this week to really showcase our theme of food, wine and lifestyle.”                    After a long hard week of work,
 food pretty well? Prove your                                                                                                                     make sure you attend the Last
                                   Next year ATE 2010 moves to Adelaide for the first time since 2006. South Australian Tourism
  skills by trying first hand to   Commission (SATC) Chief Executive Andrew McEvoy said the state holds the record for the                      Shout farewell function hosted by
make a traditional Australian      number of delegates and media participating in ATE famils and hopes that even more                            Tourism Australia. Conveniently
                                   members of the travel trade will tour South Australia in 2010.                                                    located in the Foyer of the
 recipe at the ATE Cook Off at
                                   “If you’ve ever wanted to swim with a sea lion on the Eyre Peninsula, stay in a luxury eco villa               Melbourne Convention Centre,
  afternoon tea. The only risk                                                                                                                   it is sure to end ATE with a bang
                                   in the Flinders Ranges, enjoy wine experiences in the Barossa, or cruise the Murray River on a
you have is to return home as      paddlewheeler, then ATE 2010 will provide you with this opportunity.”                                        and toast another fantastic week
an Australian foodie convert.                                                                                                                    of taking Australia to the world.
                                   Keep posted at

                                                                                                                                  ATE DAILY Friday 19 June 2009                  Page 1
  Experience our National Landscapes online                                                                                                                     Foreign Languages on
                                                                                                                                                                Coach Tour Enhance
  With the increasing need to transition promotional vehicles into the digital space,
  Australia’s National Landscapes now have their own dedicated site off Tourism Australia’s
                                                                                                                                                                Visitors Experience
  award winning consumer website.                                                                                                                               An Australian owned sightseeing com-
                                                                                                                                                                pany is the first tourism operator to offer
  The National Landscapes program is a partnership between Tourism Australia and Parks
                                                                                                                                                                audio tours in two languages, utilising
  Australia. It aims to promote destinations that inspire the Experience Seeker to get off the
                                                                                                                                                                satellite Global Positioning Systems
  beaten track and immerse themselves in Australia’s world-class national parks and the
                                                                                                                                                                (GPS) technology on its coach service.
  attractions that surround them.

  On the site each landscape is featured with motivating content and imagery and includes
  some exciting additional elements such as interactive Google Maps and mini-

  Google Maps allows travellers to explore each landscape by zooming into areas of interest
  while the mini-documentaries, produced by Australian Geographic, can be played online                                                                         Gray Line Australia has introduced the
  or downloaded onto MP3 players. Check out                                                                                                system on its Great Ocean Road Tours,
                                                                                                                                                                which aims to educate and entertain
                                                                                                                                                                passengers. Mandarin and Japanese

  International Visitor Profiles released                                                                                                                       speakers will simultaneously hear
                                                                                                                                                                compelling stories on the people, places
                                                                                                                                                                and events that have shaped Australia’s
                                                                                                                                                                history and culture. Wireless receivers
                                                              Hot of the press this month are the latest International Visitor Profiles for 2009,
                                                                                                                                                                and headsets will allow passengers to
                                                              providing valuable information on 22 of Australia’s key international markets.
                                                                                                                                                                listen to the tour in their language.
                                                              Developed by Tourism Research Australia (TRA), the profiles are always extremely
                                                                                                                                                                Sales and Marketing Manager for Gray
                                                              popular demonstrated by the fact they are the most downloaded reports from the TRA
                                                                                                                                                                Line Australia, Joost Timmer says the new
                                                              website. A quick snapshot of some of the results include:
                                                                                                                                                                technology will give international visitors
                                                                 • Visitors from France spent 59% of their nights outside the major gateways of
                                                                                                                                                                a more meaningful and memorable
                                                                   Sydney, Melbourne, Brisbane and Perth.
                                                                                                                                                                visitor experience.
                                                                 • The average length of stay for visitors from Ireland was 55 nights compared to
                                                                   the total international average of 32 nights.                                                “We are thrilled to be the first operator in
                                                                 • The majority of New Zealand and German visitors travelled unaccompanied                      Australia to use a system of this kind. By
                                                                   (58% and 59% respectively), which has been increasing for both these markets.                embracing our culture and heritage and
                                                                 • Arrivals from the USA were highest in February and July and lower in May and                 our relentless commitment to innova-
                                                                   September.                                                                                   tion, we are transforming the Gray Line
                                                                 • Visitors from the UK had a Total Inbound Economic Value (TIEV) of $3.5 billion on            Australia customer experience. With the
                                                                   trips to Australia. The average spend per visitor was $5,965.                                new commentaries we are significantly
                                                                                                                                                                enhancing our foreign language
                                                              Visit to download copies.
                                                                                                                                                                experiences,” commented Joost.

  Domestic agents join the show
                                                                                                                                                                The system also reduces driver training
                                                                                                                                                                time and promotes safer driving.

                                                                                                                                                                Established in 1931, the family owned
  Following the success of a trial at ATE08 in Perth last year, Tourism Australian in partnership with the Australian Federation of Travel Agents               and operated company organises full and
  (AFTA) will once again be inviting a hand selected group of domestic retail agents to showcase the great experiences on offer. The economic                   half day tours, city hop-on hop-off
  value of domestic tourism is $63.3 billion which represents 72% of the total economic value of tourism in Australia and Australian Experience                 services and national sightseeing passes
  Seekers have been specifically defined as those consumers who can contribute most to stimulating the Australian domestic economy.                             in major and capital cities all over
  Agents will be escorted to the event at afternoon tea and then have free time to meet with sellers who have availability in their schedules. The              Australia. See or head
  agents will also be attending the closing function at the new Melbourne Convention Centre in the evening. This is a unique opportunity for                    to Booth 164.
  domestic agents to meet with the top Australian operators in the country, building on ATE’s reputation as the nation’s best distribution event.

  SELLER PROFILE                                                                                                                                                Spaceships cater to
                             COOK CRUISES
                                                      Captain Cook Cruises is a family-owned, Australian ‘small ship’ cruise operator. It is a multi
                                                      award winning business both in Australia and Fiji. Jackie is Executive Director and has been a
                                                      long-time seller at ATE.
                                                                                                                                                                future travellers
                                                                                                                                                                Spaceships Australia has created
                                                      The most loved part of the job for Jackie is to provide dreams. “That’s what we’re all about,”            comfortable, custom designed
                                                      she says. When asked about the most unique aspect of travelling in Australia, Jackie                      campervans for independent travellers
                             - BOOTH                  immediately answers Sydney. “Having travelled to other cities around the world, Sydney                    seeking the ultimate adventure. The vans
                             NO 329                   offers the best city experience. The harbour has to be the most unique thing. The water is glittering.”   sleep two to three people with a fourth
                                                                                                                                                                person berth option available.
                                                      How will the tourism industry change in the future? Jackie believes that standards keep on
                                                      increasing as international visitors constantly expect better experiences. “It’s important that
                                                      Australians meet the standard but do not lose sight of themselves. We need to keep being
   Jackie Haworth-Charlton                            friendly.”

  New eco luxury property to open in South Australia                                                                                                            For those hot Aussie nights, the van
                                                                                                                                                                can be extended for more room and
  The new Arkaba Station resort in South Australia’s Flinders Ranges opens this                                                                                 ventilation. Each Spaceship comes with
  November offering eco travellers a luxury experience on a real 60,000-acre working                                                                            great cooking and dining facilities, a CD
  sheep station. There is currently a five-bedroom heritage homestead, built in 1851,                                                                           and DVD player and screen, water supply,
  which is undergoing a luxury ‘makeover’ ahead of the relaunch, which will be                                                                                  chiller and storage space.
  supplemented by guided activities on the property and in the neighbouring
  national park.                                                                                                                                                Spaceships Australia can also help
                                                                                                                                                                customers to develop their itinerary and
  The property’s ecological health has been nurtured under the pastoral care of the                                                                             provide maps and guides. The company
  Rasheed family for the past 25 years, resulting in an abundance of readily-spotted                                                                            also publishes online tips, photos and
  native wildlife. In keeping with the ethos of working in harmony with the property’s                                                                          advice.
  natural surroundings, strong environmental practices will be followed in the
  operation of the business.                                                                                                                                    Along the east coast there are a number
                                                                                                                                                                of Spacestations, where customers can
  At the core of this are the guided activities that aim to generate a greater aware-                                                                           drop in to get information on places to
  ness of the unique ecology of the area and the challenges faced by conservation                                                                               stay, eat, internet access, upcoming local
  in Australia. A proportion of the bed-night revenue at Arkaba will also be donated                                                                            events and special deals. And it’s a great
  directly to the company’s conservation partner, the Australian Wildlife Conservancy.                                                                          meeting place for catching up with other
  A stay at Arkaba will include a range of activities aimed at providing an insight into
  ‘outback life’ on a sheep station, as well as showcasing the spectacular                                                                                      Check out
  natural assets of the region. For more information visit                                                                             au or go to Booth 159.

Page 2                       ATE DAILY Friday 19 June 2009
PROFILE     USA                                      Outback resort fosters future of Indigenous tourism
                                                     Home Valley Station in Western Australia’s East Kimberley prides itself on giving visitors the ultimate Outback experience whilst providing local
GET HITCHED DOWN UNDER                               Indigenous people with training and employment.The Station was poorly neglected when purchased in 1999, however the knowledge of the
Name: Kleon Howe                                     local Aboriginal people has been utilised to resurrect the working cattle station and to create a destination that exudes romance and
Title: President
                                                     Owned by the Indigenous Land Corporation, Home Valley Station was purchased on behalf of the Balanggarra people of the East Kimberley and
Get Hitched                                          now involves Indigenous people in all aspects of the Station’s operations. It has an onsite Indigenous Technical and Further Education (TAFE)
Down Under is a                                      academy for students and trainees which is central to the Station’s
specialised travel                                   sustainable development of both the pastoral care and tourism.
business based in
San Diego, focus-                                    Home Valley Station is one of the locations in Baz Luhrmman’s film,
sing on Australia                                    Australia. Guests can stage their own Outback romance watch the sun
as a wedding                                         set over the stunning Cockburn Range with champagne and canapés
destination.                                         or enjoy a drink with station staff and fellow travellers at the iconic
Kleon Howe is the                                    Dusty Bar & Grill. Relaxation aside, tours and activities range from
President of the                                     gorge walks and boating, to adventurous horse treks and cattle
company and he                                       mustering.
is also a Premier Aussie Specialist. This is
                                                     All accommodation takes in the dramatic scenery of the East Kim-
his first visit ATE.
                                                     berley. The lavishly appointed Grass Castles, are shaded by towering
Kleon noted that in the US there is a very           eucalypts along the banks of the beautiful Bindoola Creek and the
strong trend towards people wanting                  Homestead Guesthouse Rooms provide a comfortable retreat, perfect
value, especially due to the economic                for couples and families. You can choose to sleep in a swag under the
downturn. He also notes “people now                  stars and use camping facilities at the Homestead and Bindoola River
are seeing and realising the opportuni-              Bush Camp. See or visit Booth 386.
ties that are available to them and they
want to seize it. They are looking for a
life changing experience and looking for
someone in the States that know the
place well, like an Aussie Specialist.”            Leisure essential to business trips                                                                      Queensland tourism
                                                                                                                                                            information in the
He describes Australia as having a
“multitude of cities and experiences”              business
                                                   and leisure

                                                                                                                                                            palm of visitors
and this is what the US market is looking
for. “Experience adds value to the whole           travel is one
concept. In America, people are willing to         of the latest
pay money as long as there is value in it -        travel trends
                                                   to change                                                                                                Tourists
and the value is the experience.”                                                                                                                           visiting                        the face of
                                                   the tourism                                                                                              Queensland
                                                   industry.                                                                                                can now use
                                                                                                                                                            their smart-
                                                   ‘Bleisure’ is                                                                                            phones to
                                                   the name                                                                                                 access maps
 Bid for ultimate                                  given to the                                                                                             overlayed
                                                   savvy profes-                                                                                            with accom-
 Queensland holiday on                             sionals who                                                                                              modation
 online auction site                               participate in
                                                   leisure and so-
 Modelled on the idea of eBay,                     cial activities                                                                                          information
 Queensland Ultimate Auctions allows               whilst on a                                                                                              as a part
 consumers to bid online for holiday               business trip.                                                                                           of Tourism
 packages all over the state. The site                                                                                                                      Queens-
 directly links Queensland operators               Activities usually considered leisure-oriented, like social networking and cultural experiences, are     land’s digi-
 with consumers through a bidding                  now a central part of business trips, according to research conducted by UK-based trend                  tal market-
 process for accommodation packages                forecasting company, The Future Laboratory.                                                              ing efforts.
 and attraction tickets. Visitors to the site      Back home, Australia’s major cities are unique destinations to accommodate the bleisure traveller.
 can search under a number of topics to                                                                                                                     Tourism Queensland is the first state
 find the holiday that they want to bid            Renowned as the ‘events capital of Australia’, Melbourne’s diverse cultural and sporting activities      tourism body to develop an iPhone
 for, including regions of Queensland,             combined with top hotels and luxurious facilities make it an ideal location for bleisure travellers.     application that provides information to
 price, time ending or even ‘buy now’                                                                                                                       help domestic and international
 for those wanting to purchase the deal            Melbourne is home to five of the largest annual sporting events in the country including                 travellers plan their holiday.
 straightaway. The auctions will be                Australian Open Tennis, Australian Football League Grand Final Week, Australian Formula One
                                                   Grand Prix, the Boxing Day Test and the Spring Racing Carnival.                                          State Tourism Minister, Peter Lawler, said
 promoted through Queensland Holiday                                                                                                                        the free application means holidaymak-
 subscriber database.                              The city has a stimulating array of cultural pursuits including world-class musicals, theatre            ers will never be short of ideas on where
                                                   productions and art exhibitions at galleries such as the National Gallery of Victoria. In 2008,          to go, what to do or where to stay.
                                                   Melbourne was named the UNESCO City of Literature in acknowledgement of the city’s rich
                                                   literary culture, history and creative talent.                                                           The inclusion of “top 10” lists of the
                                                                                                                                                            most accessed holiday products and
                                                   Melbourne is also home to half of Australia’s top 10 golf courses, including Australia’s number one      destinations as well as holiday deals
                                                   course, the Royal Melbourne.                                                                             means tourism operators can also benefit
                                                                                                                                                            from the application.
                                                   Bleisure travellers have a number of exceptional accommodation choices suited to their business
                                                   and leisure needs including the Crown Entertainment Complex, New Hilton Melbourne South                  The Queensland iPhone application is
                                                   Wharf, Grand Hyatt Melbourne and InterContinental Melbourne The Rialto.                                  live now and information can be found
 Bid for a Queensland holiday on www.                                                                                                                       at: or go to                For more information visit the Tourism Victoria stand at Booth 187.                                      iphone.cfm
 Booth 43.

 Commitment to service excellence at Qantas
 At Qantas our vision is to be the world’s best premium airline. This means an unrelenting         This world-class facility includes:
 commitment to our customers and a continued focus on creating truly exceptional customer
 experiences.                                                                                       • Five Customer Experience Zones: First, International Business, International Premium Economy,
                                                                                                    International Economy, Domestic and QantasLink
 The Qantas Centre of Service Excellence in Sydney which opened on 28 January 2009, represents • 132 seat Auditorium
 a A$10 million investment in service excellence and our people. The state-of-the-art facility will • Simulated aircraft training environments
 play host to a wide range of training activities and events for staff across the Qantas Group.     • A central Piazza with an eight-metre stage
                                                                                                    • Qantas Innovation Zone, proudly sponsored by Panasonic
 ”It’s not just about being the airline with the best customer service,” explains Lesley Grant, Ex- • Internet workstations
 ecutive Manager Qantas Airlines Customer and Marketing. “We want Qantas to be recognised           • Image and Presentation rooms
 as the company with the best customer service in the country”.                                     • Epicurean and Wine training rooms
 The Centre will provide the stage for service excellence training for many years to come and       • A suite of 12 classrooms
 help establish Qantas as the market leader in customer service.                                    The Qantas Group invests in excess of $280 million in employee training each year.

                                                                                                                                     ATE DAILY Friday 19 June 2009                                Page 3
                                                     ATE Confidential
                                                                   Buyers and sellers enjoying the fun and crazy antics of ATE09.

 On today’s food and wine trail
  Today is your last chance to follow the ATE09 Trail.
 With the daily theme – Market Day - Tourism NSW
 is offering a scrumptious breakfast to start the day
 followed by delicious Sydney market treats. Enjoy a
  mouthwatering tropical fruit fiesta at the Tourism
 Queensland stand at morning tea and then head to
 the ACT stand for delights from their local markets.
           Don’t forget to check out the last
       entertaining ATE Cook Off at the Tourism
     Australia stand at afternoon tea. Check your
            ATE09 Trail guide for full details.

 NT Tribute                       The Northern Territory
                                  and Australian tourism
                                  industry lost a much loved
                                  and respected member on
                                  Wednesday with the
                                  passing of Philippa
                                  Davidson of Davidson’s
                                  Arnhemland Safaris.
  Tourism NT Chief Executive Maree Tetlow and Chairman
  Grant Hunt have expressed their gratitude to ATE delegates
  and Tourism Australia for their tremendous support and
  understanding since learning the tragic news.

  “We are shocked and saddened at Philippa’s sudden passing
  and our thoughts are with her husband Max and their
  family, as well as the close-knit team at their safari camp in
  Arnhem Land,” said Ms Tetlow.

  “Philippa has touched the hearts of many in the Australian
  and international tourism industry and we will miss her

  Tourism NT has a condolence book at their stand (Booth
  376) for anyone wanting to express their best wishes to
  Max and his family.

 Did you know...                                                                                                                          Contact the
                                                                                                                                         ATE Daily Team
 1. Tourism Australia posts points of interest about Australia including information, links, pictures, questions
 and encourages followers to do the same. With over 2,600 followers, is
 one of industry’s most successful media strategies.
                                                                                                                                    Michelle Gapes - 0437 694 614
 2. There are more than 508 eco certified tourism operators in Australia which spans accommodation,
 tours, attractions, and environmental consultants.                                                                                   Tanya Lim - 0404 646 122
 3. According to a 2008 survey by and Conde Nast Traveller into global voluntourism travel
 trends, more than half (55 per cent) of the respondents expressed an interest in taking a volunteer                      

Page 4                      ATE DAILY Friday 19 June 2009                                         Printed on 100% Australian recycled paper with environmentally friendly inks

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