Get documents about "QTIC State of Play Seminar Domestic Market Thursday 5th
Shared by: bigmekahlo
-
Stats
- views:
- 3
- posted:
- 4/30/2009
- language:
- English
- pages:
- 30
Document Sample
QTIC
State of Play Seminar
Domestic Market
Thursday 5th October 2006
IAN MITCHELL
TOURISM QUEENSLAND
Townsville
• Visitors & Visitor Nights
• Purpose of Visit
• Source of Domestic Visitors
Townsville Visitors & Visitor Nights
Visitors Nights
International
14%
International
28%
Interstate
16% Intrastate
49%
Intrastate
70% Interstate
23%
Source: Tourism Research Australia - National Visitor Survey, Year Ended March 2006 & International Visitor Survey, Year Ended
March 2006
Townsville Visitors & Visitor Nights by Purpose
of Visit – Year Ending March 2006
Visitor Visitor Nights % of Total % of Total
Numbers ('000) ('000) Domestic Domestic
Visitors to Visitor Nights
Region to Region
Holiday 260 1,122 29.8% 36.9%
VFR 253 896 29.0% 29.5%
Business 289 805 33.1% 26.5%
Other 71 214 8.1% 7.0%
Total 868 3,037 100.0% 100.0%
Source: Tourism Research Australia - National Visitor Survey, Year Ended March 2006
Source of Domestic Visitors to the Townsville
Year Ending March 2006
% of Total % of Total
Visitor Domestic Domestic
Numbers Visitor Nights Visitors to Visitor Nights
Place of Residence ('000) ('000) Region to Region
QLD (excl. Brisbane) 569 1,732 65.6% 57.0%
Brisbane 136 351 15.7% 11.6%
Other Australia 163 955 18.8% 31.4%
Source: Tourism Research Australia - National Visitor Survey, Year Ended March 2006
Five broad trends
Australians are taking fewer domestic trips
Tourism is loosing its “share of wallet”
The appeal of domestic is declining relative to Outbound
Decline in domestic travel is being driven by the major
population basins of NSW and VIC
Decline in drive travel (LCC and fuel price impact)
No one single factor driving the recent decline in
Australian domestic leisure travel
Queensland’s Performance
• Total Visitor Nights
• Holiday Visitor Nights
• VFR Visitor Nights
• Business Visitor Nights
• Market Share of Commercial Accommodation
QLD Visitor Nights Index
1 2 0 .0
1 1 0 .0
In d e x
1 0 0 .0
A u stra lia Q u e e n sla n d R e g io n a l Q ld *
9 0 .0
M a r-9 9
M a r-0 0
M a r-0 1
M a r-0 2
M a r-0 3
M a r-0 4
M a r-0 5
M a r-0 6
Se p -9 9
Se p -0 0
Se p -0 1
Se p -0 2
Se p -0 3
Se p -0 4
Se p -0 5
* A ll Q LD re g io n s e xc lu d in g B risb a n e Yea r End ed
Source: Tourism Research Australia - National Visitor Survey, Year Ended March 2006
QLD Holiday Visitor Nights Index
1 2 0 .0
1 1 0 .0
In d e x
1 0 0 .0
A u stra lia Q u e e n sla n d R e g io n a l Q ld *
9 0 .0
M a r-9 9
M a r-0 0
M a r-0 1
M a r-0 2
M a r-0 3
M a r-0 4
M a r-0 5
M a r-0 6
Se p -9 9
Se p -0 0
Se p -0 1
Se p -0 2
Se p -0 3
Se p -0 4
Se p -0 5
* A ll Q LD re g io n s e xc lu d in g B risb a n e Yea r End ed
Source: Tourism Research Australia - National Visitor Survey, Year Ended March 2006
QLD Business Visitor Nights Index
1 2 0 .0
1 1 0 .0
A u stra lia Q u e e n sla n d R e g io n a l Q ld *
In d e x
1 0 0 .0
9 0 .0
8 0 .0
M a r-9 9
M a r-0 0
M a r-0 1
M a r-0 2
M a r-0 3
M a r-0 4
M a r-0 5
M a r-0 6
Se p -9 9
Se p -0 0
Se p -0 1
Se p -0 2
Se p -0 3
Se p -0 4
Se p -0 5
* A ll Q LD re g io n s e xc lu d in g B risb a n e Yea r End ed
Source: Tourism Research Australia - National Visitor Survey, Year Ended March 2006
QLD VFR Visitor Nights Index
1 3 0 .0
1 2 0 .0
1 1 0 .0 A u stra lia Q u e e n sla n d
In d e x
R e g io n a l Q ld *
1 0 0 .0
9 0 .0
8 0 .0
M a r-9 9
M a r-0 0
M a r-0 1
M a r-0 2
M a r-0 3
M a r-0 4
M a r-0 5
M a r-0 6
Se p -9 9
Se p -0 0
Se p -0 1
Se p -0 2
Se p -0 3
Se p -0 4
Se p -0 5
* A ll Q LD re g io n s e xc lu d in g B risb a n e Yea r End ed
Source: Tourism Research Australia - National Visitor Survey, Year Ended March 2006
Market Share of Nights in Commercial
Accommodation
35%
2 9 .3 % 3 1 .2 %
2 8 .9 % 2 8 .6 %
30%
2 3 .9 % 2 4 .0 %
25%
M a rk e t S h a re
20%
1 7 .9 %
1 6 .2 %
15%
10%
5%
0%
Q LD N SW V IC R e st o f A U S
YE M ar 2005 YE M ar 2006
S o u rc e : To u rism R e se a rc h A u stra lia - N a tio n a l V isito r S u rv e y, Y e a r E n d e d M a rc h 2 0 0 6
Townsville Commercial Accommodation
% Change (YE Mar
Yr Ended Mar 2005 Yr Ended Mar 2006 06 on YE Mar 05)
Room Nights Available 856,124 848,640 -0.9%
Room Nights Occupied 554,200 567,960 2.5%
Takings ($m) $53.0 $57.8 9.0%
Average Daily Room Rate $95.58 $101.69 6.4%
Yield (RevPar) $61.87 $68.06 10.0%
Room Occupancy Rates 64.7% 66.9% 3.4%
Source: Australian Bureau of Statistics, Survey of Tourist Accommodation, Total Establishments
Domestic Market
• Intrastate & Interstate
• Drive Market by Origin
• Leisure Air by Origin
• Household Income & Visitor Nights
• Household Income & Age Groups
Intrastate & Interstate
Visitor Nights in QLD ('000) Change in Visitor Nights
Origin YE Mar 04 YE Mar 06 2 Yr AAGR % Number ('000)
QLD 37,175 36,881 -0.4% -294
NSW 19,860 16,915 -7.7% -2,945
VIC 12,896 12,649 -1.0% -247
Rest of AUS 7,285 7,221 -0.4% -64
Intrastate 37,175 36,881 -0.4% -294
Interstate 40,041 36,785 -4.2% -3,256
Total 77,216 73,666 -2.3% -3,550
Drive Market Visitor Nights in QLD by
Origin
Visitor Nights in QLD ('000) Change in Visitor Nights
YE Mar 04 YE Mar 06 2 Yr AAGR % Number ('000)
Origin
QLD 25,549 21,794 -7.6% -3,755
NSW 9,974 7,499 -13.3% -2,475
VIC 4,340 3,385 -11.7% -955
Rest of AUS 2,309 1,979 -7.4% -330
Intrastate 25,549 21,794 -7.6% -3,755
Interstate 16,623 12,863 -12.0% -3,760
Total 42,172 34,657 -9.3% -7,515
QLD Drive Visitor Nights & Petrol Prices
5 0 ,0 0 0 140
4 5 ,0 0 0
120
4 0 ,0 0 0
3 5 ,0 0 0 100
Q L D D rive V isito r N ig hts
C e nts p e r litre
3 0 ,0 0 0
80
2 5 ,0 0 0
60
2 0 ,0 0 0
1 5 ,0 0 0 40
1 0 ,0 0 0
20
5 ,0 0 0
0 0
M a r 03
M a r 04
M a r 05
D e c 02
D e c 03
D e c 04
D e c 05
Se p 03
Se p 04
Se p 05
J un 03
J un 04
J un 05
Y e a r E n d in g
D riv e V isito r N ig h ts Q LD P e tro l P ric e 3 M o n th A v e ra g e
Leisure Visitor Nights in QLD by
Air Travel
Visitor Nights in QLD ('000) Change in Visitor Nights
YE Mar 04 YE Mar 06 2 Yr AAGR % Number ('000)
Origin
QLD 1,802 2,146 9.1% 344
NSW 5,418 5,943 4.7% 525
VIC 5,431 7,586 18.2% 2,155
Rest of AUS 3,065 3,529 7.3% 464
Intrastate 1,802 2,146 9.1% 344
Interstate 13,914 17,058 10.7% 3,144
Total 15,716 19,204 10.5% 3,488
Domestic Visitor Nights & Household
Income
Visitor Night Growth Rate (YE Mar 2006 on YE Mar 2005)
40%
28.6%
30%
20%
13.0%
10%
0.0%
0%
-1.6%
-4.0%
-10% -7.4% -6.1% -6.0%
-10.1% -11.3%
-15.1%
-20% -18.4%
QLD AUS
-30%
< $52,000 pa $52,000 - $78,000 - $104,000 - > $130,000 pa Unknown
$77,999 pa $103,999 pa $129,999 pa
(% of QLD
(29.3%) (16.3%) (13.0%) (9.9%) (10.8%) (20.6%)
market)
Source: Tourism Research Australia - National Visitor Survey, Year Ended March 2006
Growth in Domestic Visitor Nights by
Age Groups
10%
6 .1 %
5%
G ro w th R a te (Y E M a r 2006 o n Y E M a rc h 2005)
3 .5 %
0%
-2 .5 %
-5 % -3 .3 %
-6 .9 %
-7 .7 %
-1 0 %
-9 .4 %
-1 0 .1 %
-1 1 .0 %
-1 3 .1 %
-1 5 %
-1 6 .5 %
-2 0 %
Q LD AUS
-2 3 .2 %
-2 5 %
1 5 - 2 4 ye a rs 2 5 - 3 4 ye a rs 3 5 - 4 4 ye a rs 4 5 - 5 4 ye a rs 5 5 - 6 4 ye a rs 6 5 + ye a rs
(% o f Q LD (1 6 .8 % ) (1 3 .9 % ) (1 9 .7 % ) (1 6 .6 % ) (1 5 .9 % ) (1 7 .1 % )
m a rk e t)
Source: Tourism Research Australia - National Visitor Survey, Year Ended March 2006
Growth in Outbound Visitor Nights by
Age Groups
35%
31.3%
Growth in Outbound Visitor Nights (2005 on 2004)
30%
25% 23.1% 22.2%
21.3%
20.0%
20%
15%
10%
4.5% 5.2%
5% 2.7%
0%
-5% -2.4% -2.4%
-5.2%
-10% -8.2%
Source: Tourism Research Australia, National Visitor Surv ey
-15%
15 - 19 20 - 24 25 - 29 30 - 34 35 - 39 40 - 44 45 - 49 50 - 54 55 - 59 60 - 64 65 - 69 70+
(% of years years years years years years years years years years years years
outbound
market) (7.1%) (13.3%) (9.5%) (9.6%) (8.4%) (7.6%) (7.4%) (9.5%) (9.2%) (6.9%) (5.8%) (5.4%)
Sydney & Melbourne Markets
• Australia Vs Overseas
• Outbound Destinations
Sydney & Melbourne Travel Behaviour
– Australia & Overseas
Total Domestic Overnight in AUSTRALIA Domestic Overnight to QUEENSLAND
vs Outbound vs Outbound
30000 2500 3100 2500
3000 2300
Outbound Trips ('000)
Domestic Trips ('000)
28000 2300
Outbound Trips ('000)
Domestic Trips ('000)
2900 2100
26000 2100
2800
24000 1900 2700 1900
22000 1700 2600 1700
20000 1500 2500 YE
YE Dec-01 Dec-02 Dec-03 Dec-04 Dec-05
YE YE YE
1500
YE YE YE YE
YE Dec-01 Dec-02 Dec-03 Dec-04 Dec-05
Domestic LHS Outbound RHS Domestic LHS Outbound RHS
There has been recent growth into Queensland from Melbourne
Source: Tourism Research Australia - National Visitor Survey, Year Ended December 2005
Outbound activity & exchange rates
160
140
120
100
In d e x
80
60
40
20
So u rc e : A B S O A D & R B A
0
J u n -0 2
M a r-0 3
J u n -0 3
M a r-0 4
J u n -0 4
M a r-0 5
J u n -0 5
M a r-0 6
J u n -0 6
Se p -0 2
Se p -0 3
Se p -0 4
Se p -0 5
D e c -0 2
D e c -0 3
D e c -0 4
D e c -0 5
Y e a r E n d in g
O u tb o u n d D e p a rtu re s In d e x A U D :U SD E xc h a n g e R a te La g g e d 1 2 M o n th s
AAGR of Outbound Departures
(YE Jul 2003 to YE Jul 2006)
18%
1 6 .6 %
16% A u stra lia (1 3 .9 % )
1 3 .4 %
14%
12%
1 2 .6 %
3 Year AAG R
10%
8%
6%
4%
2%
0%
Q LD N SW V IC
Sta te o f R e sid e n c e So u rc e : A B S O A D
Overseas Departures
from Melbourne & Sydney
Top 10 Destinations: % Growth Last 2 Years
1. New Zealand 3.5%
2. USA 26.2%
3. UK 13.8%
4. China 51.8%
5. Thailand 50.4%
6. Fiji 13.9%
7. Hong Kong 29.8%
8. Singapore 23.5%
9. Indonesia -25.8%
10. Vietnam 22.0%
Source: Australian Bureau of Statistics, Overseas Arrivals and Departures
Digital Environment
• Of those Australians who went on a holiday in the last 12 months, 18%
used internet to make their booking. For those that came to QLD the figure
rises to 22%.
• At the end of the June quarter 2006, there were almost 6 million Internet
subscribers in Australia, of which almost 5.1 million household subscribers.
• Non dial-up subscribers increased from almost 1.7 million at the end of
March 2005 to over 3.1 million at the end of June 2006.
• Non dial-up subscribers represented 53% of total Internet subscribers in
Australia at the end of June 2006 compared with 31% at the end of March
2005.
• There were over 3.1 million broadband subscribers at the end of June 2006,
of which 2.6 million were households.
Source: Australian Bureau of Statistics, Internet Activity, Australia, June 2006
& Roy Morgan Research’s Holiday Tracking Service
Our Business - Marketing
PRIORITY AREAS – Domestic Markets
• Implementation of effective destination and whole of
state campaigns including seasonal campaigns.
• Digital Online Content Strategy - Moving our content
from good to great; a focus on relevant content of
the highest quality.
• Online Site Strategy - More engaging applications
such as decision support and the travel bag,
increased conversion rate and increased leads to
operators.
Our Business - Marketing
PRIORITY AREAS – Domestic Markets
• Online Traffic Strategy - Build on the success of the
cooperative campaigns getting increased industry
funding. Trail new digital media like Digital TV,
mobile and other portable mediums.
• Expansion of media and publicity for Queensland.
• Leverage National leave program.
Townsville
• Implementation of a brand refresh for the region.
• Development of co-operative marketing initiatives for
industry participation to strengthen the regions brand.
• To enhance and support the 'Great Tropical Drives'
initiatives and to ensure the alignment of this project with
the marketing of the Townsville region.
• Work with the new product on Magnetic Island to market it
towards its target market.
• TQ generated Publicity value 05/06 $ 13m
Related docs
