consumer profile indonesia - australia · 2020-05-15 · consumer profile indonesia ... read as:...
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TripAdvisor FactsIndonesia is the fifteenth largest international market viewing Australia on TripAdvisor, at 1.6% of all sessions. In 2016 this figure increased by 20.5% year-on-year. With Indonesia’s position as the fifteenth largest international market viewing Australia, this represents a relatively small market share of all the international destinations they are searching.
Traveller Profile
Motivations for travel
Indonesian travellers choose a destination based on world-class nature, aquatic and coastal experiences, clean cities and good infrastructure, and friendly and open citizens. A destination must also satisfy the rational factors of safety and security.
Where are they going?
The most visited destination for Indonesian travellers is China, followed by South Korea, the Netherlands, Hong Kong and Japan. Australia is sixth on the list in terms of trips taken in 2016, ahead of the USA and Macau.
Where do they want to go?
Japan is most definitely on their to-do list in the next two years. Australia makes it to second position on both the aspiration and intention lists, but Japan is the priority for Indonesian travellers.
Who do they travel with?
Just under one-third of Indonesian consumers travel as a couple.
Traveller Behaviour
How do they prefer to travel?
> Trip length is shorter than the average of international travellers, at six nights featuring an average of three destinations.
> Preferred styles of travel include beach and resort holidays.
> Under 40 per cent of trips are tour groups, with a shift towards semi-independent and fully-independent travel in recent years.
When do they travel?
December, June and July are the peak travel months for Indonesian consumers, with a short lead time typically falling under one month.
For travel to Australia, specifically, Lebaran and December are the peak travel periods for Indonesian travellers.
How do they plan to travel?
For early planning and inspiration, Indonesian travellers are using a combination of online and offline sources, including talking to friends and family, searching the internet and using social media and traveller review sites.
How do they book travel?
When it comes to booking, the majority are doing so via a travel agent, either via telephone, in person or online.
Perceptions of AustraliaAustralia is perceived as a destination offering modern cities, access to westernised culture, natural beauty and native animals.
Australia is well-placed to deliver on the factors which are most important among Indonesian travellers, ranking in first position for aquatic and coastal experiences, and in third place for world-class nature. Australia’s associations with other highly valued factors are also improving over time.
CONSUMER PROFILE INDONESIA
SUMMARY
Traveller Snapshot 2017 Sources: 1. Tourism Australia, Consumer Demand Project, 2016. 2. Tourism Research Australia, International Visitor Survey, December 2016. 3. TripAdvisor,
Internal Data, December 2016.
Page 2 Consumer Profile Indonesia 2017
The information in this fact sheet comes from Tourism Australia’s (TA) international consumer research study ‘The Consumer Demand Project’ (CDP). The CDP was set up in 2012 to look into how global consumers view Australia and what most motivates them to visit.
Insights from the CDP have been used extensively to inform and support development of TA’s strategic direction, campaign development as well as to inform the tourism industry of potential opportunities to build the value of Australian tourism. The research is used to help shape the future marketing of Australia and identify opportunities to make the country’s tourism offering more attractive to overseas visitors.
Most important factors when selecting a holiday destination
Notes: *Average nights: the sum of all nights divided by the sum of all visitors. **Median nights: represents the midpoint length of stay for which 50% of visitors stay less and 50% stay longer, removing the impact of very long stay visitors. ◊ Data refers to an average of 2012-2016. § Refers to share of arrivals of respective purpose. Sources: 1. Department of Immigration and Border Protection, December 2016. 2. Tourism Research Australia, International Visitor Survey, December 2016.
20%
Visiting friends & relativesפ
51%Holidayפ
9%Businessפ
10%Educationפ
174,400Visitor arrivals1 (á 14 per cent)
$0.7bnTotal spend2 (á 21 per cent)
Read as: 49% of respondents rate ‘safety and security’ among the top five most important factors when choosing a holiday destination.
49%
43%
37%
36%
33%
32%
31%
25%
19%
11%
Safetyandsecurity
Worldclassnature
Aquaticandcoastal
Cleancities, goodinfrastructure
Friendlyandopencitizens
Familyfriendly
Goodfoodandwine
Valueformoney
Qualityaccommodation
Richhistory andheritage
Median nights stayed◊
**2
Average nights stayed◊
*2
32nights
10nights
INDONESIAN TRAVELLER PROFILE
Page 3 Consumer Profile Indonesia 2017
AUSTRALIA’S POSITION AND OPPORTUNITY
Purchase funnel
Aspiration
Which of the following destinations
are you considering travelling to
in the next 4 years?
Awareness of holiday experiences
How aware would you say you are
of the holiday experiences on offer
in the following destinations?
Intention
Which of the following destinations
are you actively planning to visit for
a holiday in the next 2 years?
Visitation
Millions of trips in 20161
Read as: 37% of Indonesian consumers are considering travel to Australia in the next 4 years, while 18% are intending to visit in the next 2 years. Australia is ranked #6 for visitation against other out-of-region (OOR) destinations for Indonesian travellers.
Notes: *Hawaii is included in US for visitation figures as cannot be separated. Sources: 1. Tourism Economics, YE2016.
Opportunity matrix
The opportunity matrix is a comprehensive way to showcase the opportunity for Australian tourism through identifying the key thematic appeals and experience categories.
Among the Indonesian market, Australia performs strongest with respect to aquatic and coastal and natural beauty experiences. Both types of experiences have a strong level of appeal and association with Australia (higher and to the right), while natural beauty experiences are considered most important (larger bubble). Food and wine experiences are also important among this market, but generate lower levels of association with Australia.
Notes: *Out-of-region travellers refers to consumers travelling outside their region of residence.
HistoryandCulture
City
AquaticandCoastal
FoodandWine
SportandAdventure
Natural Beauty
Wildlife
Sizeofbubble=Importancefor
destinationchoice
Read as: Food and wine experiences are important among the Indonesian market, and while there is a moderate level of tested appeal for Australia’s food and wine experiences, the unprompted association with these types of experiences is weaker than average.
Experience appeal% out-of-region travellers* who find experience appealing
10
20
15
25
30
35
40
45
20 25 30 35 40 45 50
Asso
ciati
on w
ith A
ustr
alia
% o
f out
-of-r
egio
n tr
avel
lers
*
High Association with Australia Low Experience Appeal
Low Association with AustraliaLow Experience Appeal
High Association with AustraliaHigh Experience Appeal
Low Association with AustraliaHigh Experience Appeal
52%
37%
32%
30%
27%
27%
26%
25%
24%
22%
JapanAustraliaFrance
SouthKoreaItaly
HawaiiHongKong
NewZealandGermany
Switzerland
38%
27%
25%
24%
22%
22%
21%
19%
19%
17%
JapanAustralia
HongKongSouthKorea
FranceHawaiiChinaItalyUSAUK
33%
18%
16%
15%
13%
11%
9%
9%
9%
8%
JapanAustralia
SouthKoreaHongKong
FranceNewZealand
ItalyGermanyHawaiiChina
0.5
0.3
0.3
0.3
0.3
0.2
0.1
0.1
0.1
0.0
ChinaSouthKoreaNetherlandsHongKong
JapanAustralia
USAMacauTaiwan
UK
NATURE AND WILDLIFE
Page 4 Consumer Profile Indonesia 2017
How does Australia rate?
Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations.
World class nature
Respondents who have not visited Australia Respondents who have visited Australia
Read as: 35% of respondents who have not visited Australia associate Australia with ‘world class nature.’ This figure rises to 67% among those who have visited.
Unique and interesting wildlife
Total respondents
Read as: 53% of total respondents associate Australia with ‘unique and interesting wildlife.’
Elements of ‘world class nature’ Most important types of ‘world class nature’
Read as: 49% of respondents said that ‘remarkable scenery to soak up’ is a key element of ‘world class nature’.
Read as: 26% of respondents said ‘natural remote coastal’ environments are an important type of ‘world class nature’.
49%
12%
11%
9%
8%
Remarkablescenerytosoakup
Remarkablenaturalenvironments
Areaswithgoodvisitorinfrastructure
Escapetosecluded relaxingareas
WorldHeritagestatusareas
26%
25%
16%
16%
15%
1%
Naturalremotecoastalareas
Tropicalislandsandbeaches
Developedcoastal
Historical/cultural/religious
Wilderness/mountain/rainforest areas
Wideopeninland/outback/desertareas
59%49%
36%35%34%31%30%28%
22%22%
JapanHawaiiFrance
AustraliaSwitzerland
ItalyNewZealand
KoreaChina
Greece
53%31%29%
24%24%
19%14%13%13%12%
AustraliaSouthAfrica
ChinaJapan
NewZealandBrazil
HawaiiFranceKenya
Canada
71%67%
50%47%47%46%
40%38%
30%29%
JapanAustraliaHawaii
NewZealandItaly
FranceSwitzerland
KoreaGreece
Scandinavia
FOOD AND WINE
Page 5 Consumer Profile Indonesia 2017
How does Australia rate?
Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations.
Good food and wine
Respondents who have not visited Australia Respondents who have visited Australia
Read as: 18% of respondents who have not visited Australia associate Australia with ‘good food and wine.’ This figure rises to 48% among those who have visited.
Current associations with Australian food and wine
Read as: 48% of respondents associate Australian food and wine with ‘high grade meat and live stock’.
Elements of ‘good food and wine’ Important types of ‘good food and wine’
Read as: 32% of respondents said ‘fresh local produce’ is a key element of ‘good food and wine.’
Read as: 37% of respondents said ‘fresh seafood’ is an important type of ‘good food and wine’.
37%
27%
21%
8%
4%
3%
Freshseafood
Naturalfruitandvegetables
Arangeofmulticulturalfoodoptions
Highgrademeatandlivestock
Renowned cheeseanddairy
Awardwinningwineries
32%
25%
16%
14%
9%
3%
Freshlocalproduce
Interestingstreet-food
Anationalstyleofcooking
Aheritageoffoodandwineculture
Awardwinningrestaurants
Vineyards/winery
48%45%
33%31%
28%26%25%
21%17%16%
HighgrademeatandlivestockFreshfoodinpristineenvironments
FreshseafoodUniqueculinaryexperiencesSpectacularoutdoordining
BackyardBBQsAheritageoffoodandwineculture
SteakhousesFoodandwineeventsandlocalfestivals
Finediningrestaurants
58%45%42%
30%24%21%20%18%17%15%
JapanItaly
FranceKorea
HongKongChina
SwitzerlandAustraliaHawaiiMexico
63%53%
48%48%
39%34%33%
28%24%24%
JapanFrance
AustraliaItaly
HongKongSwitzerland
KoreaNewZealand
ChinaUK
AQUATIC AND COASTAL
Page 6 Consumer Profile Indonesia 2017
How does Australia rate?
Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations.
Aquatic and coastal
Respondents who have not visited Australia Respondents who have visited Australia
Read as: 30% of respondents who have not visited Australia associate Australia with ‘aquatic and coastal’ experiences. This figure rises to 51% among those who have visited.
Remote coastal, beach and aquatic locations Aquatic wildlife
Respondents who have not visited Australia
Respondents who have visited Australia
Respondents who have not visited Australia
Respondents who have visited Australia
Read as: 49% of respondents that have visited Australia associate Australia with ‘Remote coastal, beach and aquatic locations’.
Read as: 57% of respondents that have visited Australia associate Australia with ‘aquatic wildlife’.
Developed coastal and beach locations Tropical islands and locations
Respondents who have not visited Australia
Respondents who have visited Australia
Respondents who have not visited Australia
Respondents who have visited Australia
Read as: 53% of respondents that have visited Australia associate Australia with ‘developed coastal and beach locations’.
Read as: 42% of respondents that have visited Australia associate Australia with ‘tropical islands and locations’.
40%30%
23%21%
15%14%
11%10%10%9%
HawaiiAustralia
NewZealandJapan
CaribbeanBrazil
SouthAfricaKorea
FijiFrance
51%49%
39%31%
20%17%16%16%16%14%
AustraliaHawaiiJapan
NewZealandBrazilFrance
CaribbeanGreece
ItalySpain
30%30%27%
21%20%19%19%18%18%18%
AustraliaMauritius
HawaiiNewZealand
BrazilUSAUK
ItalyFrance
SouthAfrica
49%39%37%36%35%33%31%27%25%25%
AustraliaNewZealand
HawaiiSouthAfrica
BrazilMauritius
USAUK
MexicoSwitzerland
35%29%27%
20%20%20%18%17%17%17%
AustraliaMauritius
HawaiiNewZealandSouthAfrica
BrazilFiji
USAHongKong
UK
57%39%36%35%33%30%29%27%26%25%
AustraliaNewZealand
BrazilHawaii
MauritiusSouthAfrica
USAJapan
HongKongCanada
40%33%
28%26%25%24%22%21%21%19%
AustraliaMauritius
BrazilHawaii
USANewZealand
FranceUK
HongKongSouthAfrica
53%44%42%37%36%35%33%32%
26%23%
AustraliaNewZealand
BrazilHawaii
MauritiusSouthAfrica
USAFrance
UKCanada
32%30%26%21%19%18%17%16%15%15%
MauritiusHawaii
AustraliaFiji
NewZealandSouthAfrica
MacauJapanBrazil
Greece
42%37%35%35%33%29%26%25%24%22%
AustraliaMauritius
HawaiiBrazil
NewZealandUK
USAFiji
SouthAfricaJapan
ATTRACTIONS AND EVENTS
Page 7 Consumer Profile Indonesia 2017
8% 21% 71%
No Unsure Yes
Attractions and events play a valuable role in attracting visitors to Australia in addition to encouraging visitors to disperse throughout the country and extend their stay.
Top 10 Australian attractions
Read as: 57% of respondents indicate ‘Australian beaches’ as an appealing Australian attraction.
Leisure events
Respondents were asked to what extent they agreed with the following statement: When travelling internationally I always look to time my trip and places visited with an event or festival of interest.
Read as: 71% of respondents indicate that they always look to time their trip and places visited with an event or festival of interest.
Most appealing events to attend overseas Events with the greatest influence on destination choice
Read as: 60% of respondents indicate ‘family events’ as appealing elements when travelling overseas.
Read as: 45% of respondents indicate the influence of ‘major sporting events’ on destination choice.
57%
41%
39%
37%
36%
36%
36%
34%
29%
29%
Australianbeaches
Travellingaroundseveralplaces
Australianwildlife
ThemajorAustraliancities
Islandexperiences
TheGreatBarrierReef
Rainforests/forests/national parks
Unspoiltnaturalwilderness
Australiancoastallifestyle
Australianfoodandwine
45%
44%
40%
38%
38%
36%
35%
35%
34%
Majorsportingevents
Musicfestivals
Familyfriendlyevents
Foodandwinefestivals
Naturalandwildlifeevents
Culturalcelebrations
Religiousevents
Local/regionalevents
Artsandentertainmentevents
60%
59%
58%
55%
55%
54%
50%
43%
26%
Familyevents
Foodandwinefestivals
Naturalandwildlifeevents
Local/regionalevents
Culturalcelebrations
Artsandentertainmentevents
Musicfestivals
Religiousevents
Sportingevents
PLANNING AND BOOKING INFORMATION SOURCES
Page 8 Consumer Profile Indonesia 2017
The following charts highlight the information sources that Indonesian consumers use to plan and book their holidays.
Preferred sources for early planning and holiday inspiration
Read as: 32% of respondents indicate ‘general internet searching’ as a preferred source during the early stages of planning a holiday.
Preferred sources for seeking information about a holiday destination
Read as: 31% of respondents indicate ‘general internet searching’ as a preferred source for seeking information about a holiday destination.
Preferred sources used to book a holiday
Read as: 41% of respondents indicate ‘travel agent (online)’ as a preferred source when booking a holiday.
32%
29%
29%
27%
27%
24%
23%
22%
22%
22%
General internet searching
Friendsorrelatives thathavebeenbeforeorlive there
Traveller review sites
Socialmedia
Sitesforspecificdestinations
Onlineflightsbookingsite
Onlinetravelagent
Onlinehotelbookingsite
Brochures
Travelorguidebooks
31%
26%
25%
25%
24%
21%
21%
21%
20%
20%
Generalinternetsearching
Sitesforspecificdestinations
Friendsorrelativesthathavebeenbeforeorlivethere
Socialmedia
Travellerreviewsites
Onlineflightsbookingsite
Onlinetravelagent
Onlinehotelbookingsite
Brochures
Nationaltourismwebsite
41%
39%
29%
25%
18%
15%
15%
10%
3%
1%
Travelagent(online)
Travelagent(telephoneorinperson)
Directlythroughairline(online)
Accommodationprovider(online)
Directlythroughairline(telephoneorinperson)
Touroperator(telephoneorinperson)
Accommodationprovider(telephoneorinperson)
Touroperator(online)
Othertravelbookingwebsite
Airbnb
RESPONDENT PROFILE
Page 9 Consumer Profile Indonesia 2017
Gender AgeAbout the researchThe Consumer Demand Project
(CDP) research is carried out by BDA
Marketing Planning, a consultancy
who specialise in international
demand side strategy development
and consumer research. It helps
determine the strategic priorities
to achieve the Tourism 2020 goal,
by providing a comprehensive
assessment of Australia’s current
destination appeal and the latent
demand potential. The research is
conducted annually across eleven
of Australia’s key tourism markets:
China, Germany, India, Indonesia,
Japan, Malaysia, New Zealand,
Singapore, South Korea, UK and
USA. In 2016, the following markets
were integrated into the project:
Hong Kong, Taiwan, Canada, Brazil,
France and Italy. Over the last five
years, Tourism Australia has spoken
to over 90,000 international long-
haul travellers via online research
panels.
Want to know more?Fact sheets for seventeen of
Australia’s key tourism markets
can be accessed at: http://www.
tourism.australia.com/statistics/
consumer-demand-research.aspx
For more information,
please contact:
ask.us@tourism.australia.com
www.tourism.australia.com
@TourismAus
Place of residence Income
Living situation Employment status
Occupations
50%
50%
Male
Female
11%
42%
33%
12%
1%
1%
Under24years
25- 34years
35- 44years
45- 54years
55- 64years
65+years
84%
11%
3%
2%
0%
0%
Java
Sumatra
Kalimantan
Sulawesi
LesserSundaIslands
MalukuIslands
5%
11%
12%
13%
24%
11%
18%
4%
1%
UnderRp10million
Rp10million toRp24million
Rp25million toRp49million
Rp50million toRp74million
Rp75million toRp149million
Rp150million toRp199million
Rp200million toRp499million
Rp500million ormore
Prefernottosay
59%
21%
7%
5%
4%
3%
1%
1%
Partnerandkids
Parents
Partner
Alone
Relatives/family
Singleparent
Housemates
Other
76%
15%
4%
2%
1%
1%
1%
Workfulltime
Workparttime
Homeduties
Fulltimestudent
Lookingforwork
Retired
Other
44%24%
13%13%
2%2%1%1%0%
ProfessionalManager
ClericalandadminSelf-employed
Labourer/tradeOther
SalesworkerCommunityworker
Farmer
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