global - tourism australia · 2020-06-01 · plan book travel online vs offline direct vs indirect...

Australia welcomed 9.2 million international visitors as at year ending December 2018. These visitors

injected $43.9 billion into the Australian economy. In 2018, total international aviation capacity to

Australia grew by 4 per cent.

DEMAND FOR AUSTRALIA

30%

26%

22%

18%

17%

USA

France

Australia

Japan

Italy

FASHIONABILITY

35%

31%

28%

25%

25%

Australia

Japan

France

Italy

UK

CONSIDERATION

20%

18%

13%

12%

11%

Australia

Japan

France

UK

USA

INTENTION

7%

6%

5%

5%

4%

Australia

USA

Hawaii

Europe

Japan

DESIRABILITY

LEAD TIME BOOKING SOURCES

PLAN BOOK TRAVEL ONLINE VS OFFLINE DIRECT VS INDIRECT

43% plan their trips

3-6 months

Prior

38% book their trips

3-6 months

in advance

Peak travel season

February,

December71% use one or

more online

booking sources

46% use one or

more offline

booking sources

55% use one or

more direct

booking sources

68% use one or

more indirect

booking sources

DRIVERS OF DESTINATION CHOICE

#1 Safety & security

#2 Nature & wildlife

#3 Value for money

#4 Food & wine

#5 Friendly & welcoming

TRAVELLER SNAPSHOTGLOBAL

Source: Tourism Australia’s Consumer Demand Project July 2018. Australian Bureau of Statistics, Overseas Arrivals and

Departures, December 2018. Tourism Research Australia, International Visitor Survey, December 2018. Department of Infrastructure and Regional Development, December 2018

PLANNING AND BOOKING BEHAVIOUR

MARKET OVERVIEW

AUSTRALIA’S PERFORMANCE

NATURE & WILDLIFE AQUATIC & COASTAL FOOD & WINE

MOTIVATIONS FOR TRAVEL

51%

43%

42%

40%

37%

Australia

New Zealand

Switzerland

Hawaii

Japan


51%

51%

41%

36%

29%

Australia

Hawaii

Maldives

Caribbean

New Zealand

51%

50%

39%

29%

28%

France

Italy

Japan

Spain

Australia

VISITATION AND SPEND*

9.2mArrivals at YE Dec 2018

39%First time visitors

1,909Flights per week

$43.9Visitor spend at YE Dec 2018

$5,200Average spend per trip

32Average nights stayed

*visit tourism.australia.com for latest statistics

MARKET OPPORTUNITY

80m+Estimated number of High Value

Travellers (HVTs)**

Representing

~40%of the total out of region travel market

**see additional HVT factsheet for more information

Australia (#5)

Australia (#1) Australia (#1)

Australia (#3)


Unprompted responses Unprompted responses Prompted response list Prompted response list

Australia (#1)

In 2018, China was Australia’s largest inbound market in terms of visitor arrivals and total visitor

spend, making it on of Tourism Australia’s most important source markets. Both arrivals and spend

saw steady growth of 6% and 13% year-on-year respectively.




1-2 months

Prior


1-2 months

in advance

Peak travel season

Jan-Feb76% use one or

more online

booking sources

48% use one or

more offline

booking sources

49% use one or

more direct

booking sources

79% use one or

more indirect

booking sources




#3 Food & wine

#4 Aquatic & coastal

#5 Romantic

TRAVELLER SNAPSHOTCHINA


MARKET OVERVIEW




46%

43%

38%

34%

31%

Australia

France

Hawaii

Italy

USA


30%

28%

22%

13%

12%

France

USA

Australia

Italy

UK

FASHIONABILITY

40%

37%

29%

28%

26%

France

Australia

Hawaii

USA

Italy

CONSIDERATION

25%

25%

17%

16%

15%

Australia

France

USA

Hawaii

Germany

INTENTION

13%

10%

9%

9%

5%

Australia

Hawaii

Maldives

France

USA

DESIRABILITY

54%

49%

41%

26%

23%

Hawaii

Australia

Maldives

Indonesia

New Zealand

49%

34%

24%

24%

21%

France

Italy

Australia (#6)

Thailand

Germany


1,432,100Arrivals at YE Dec 2018


189Flights per week

$11.7bnVisitor spend at YE Dec 2018




MARKET OPPORTUNITY

20.4mEstimated number of High Value

Travellers (HVTs)**

Representing



Australia (#3)

Australia (#1)

Australia (#2)

Australia (#1)

Australia (#3)

Australia (#2)

Australia (#1)







3-6 months

prior


3-6 months

in advance

Peak travel season

Dec-Mar53% use one or

more online

booking sources

54% use one or

more offline

booking sources

40% use one or

more direct

booking sources

71% use one or

more indirect

booking sources




#3 Value for money



TRAVELLER SNAPSHOTGERMANY

Germany is one of Australia’s most important source markets for youth, with around a third of

travellers aged 15-29 years old. German travellers are also more likely to disperse further, with around

a quarter of travellers visiting between 8 to 20 destinations within Australia.


MARKET OVERVIEW




57%

54%

50%

49%

45%

New Zealand

Australia

Caribbean

Canada

Hawaii


23%

17%

15%

13%

USA

Australia

New Zealand

Caribbean

Canada

FASHIONABILITY

21%

21%

21%

20%

19%

Caribbean

USA

New Zealand

Canada

Australia

CONSIDERATION

9%

7%

6%

6%

6%

USA

Caribbean

Canada

Thailand

Australia

INTENTION

11%

8%

8%

6%

4%

USA

New Zealand

Australia

Caribbean

Maldives

DESIRABILITY

62%

55%

50%

49%

49%

Caribbean

Hawaii

Mauritius

Australia

Maldives

28%

22%

21%

21%

15%

Thailand

Mexico

Caribbean

Japan

Australia (#13)


207,300Arrivals at YE Dec 2018


N/AFlights per week





MARKET OPPORTUNITY


Travellers (HVTs)**

Representing



Australia (#12)

Australia (#2)

Australia (#4)

Australia (#3)

Australia (#2)



37%






3-6 months

prior


1-2 months

in advance

Peak travel season

Feb-Mar

December72% use one or

more online

booking sources

41% use one or

more offline

booking sources

57% use one or

more direct

booking sources

64% use one or

more indirect

booking sources

41%

40%

31%

29%

29%

Australia

Thailand

Singapore

France

UK

CONSIDERATION




#3 Food & wine

#4 Clean cities

#5 Value for money

TRAVELLER SNAPSHOTHONG KONG

In 2018, Hong Kong was Australia’s second fastest growing source market in terms of visitor arrivals,

growing 10% year-on-year.


MARKET OVERVIEW




52%

44%

36%

34%

33%

Australia

Switzerland

New Zealand

Greece

Scandinavia


19%

18%

17%

12%

France

Italy

UK

USA

Australia

FASHIONABILITY

25%

21%

14%

13%

12%

Thailand

Australia

UK

Singapore

France

INTENTION

8%

6%

5%

4%

4%

Maldives

Switzerland

Australia

Scandinavia

Thailand

DESIRABILITY

54%

49%

46%

36%

33%

Australia

Maldives

Hawaii

Caribbean

Guam

45%

43%

37%

31%

26%

France

Thailand

Italy

Australia

Singapore




123Flights per week





MARKET OPPORTUNITY


Travellers (HVTs)**

Representing



Australia (#4)


Australia (#3)

Australia (#6)

Australia (#1)

Australia (#5)


28%



In 2018, India was one of Australia’s fastest growing inbound markets in terms of visitor arrivals,

growing at 18% year-on-year. India’s high average nights indicates a strong ‘visiting friends and

relatives’ (VFR) market.




1-2 months

Prior


1-2 months

in advance

Peak travel season

May,

December

80% use one or

more online

booking sources

54% use one or

more offline

booking sources

68% use one or

more direct

booking sources

76% use one or

more indirect

booking sources





#4 Family friendly

#5 Value for money

TRAVELLER SNAPSHOTINDIA


MARKET OVERVIEW




53%

52%

39%

38%

36%

Switzerland

Australia

New Zealand

France

Mauritius


43%

36%

34%

29%

20%

USA

France

Australia

UK

Switzerland

FASHIONABILITY

42%

35%

32%

32%

30%

Australia

Switzerland

France

UK

USA

CONSIDERATION

30%

23%

21%

20%

18%

Australia

Switzerland

France

UK

USA

INTENTION

13%

13%

8%

6%

3%

Switzerland

Australia

USA

France

Europe

DESIRABILITY

57%

42%

39%

34%

28%

Australia

Mauritius

Hawaii

New Zealand

USA

42%

41%

36%

33%

32%

Australia

France

Italy

Germany

Switzerland




8Flights per week





MARKET OPPORTUNITY


Travellers (HVTs)**

Representing



Australia (#1)

Australia (#2)

Australia (#1)

Australia (#2)

Australia (#3)








1-2 months

Prior


1-2 months

in advance

Peak travel season

Jun-Jul

Dec

79% use one or

more online

booking sources

54% use one or

more offline

booking sources

66% use one or

more direct

booking sources

80% use one or

more indirect

booking sources




#3 Clean cities


#5 Family friendly

TRAVELLER SNAPSHOTINDONESIA

In 2018, Indonesia was Australia’s fastest growing market for visitor expenditure, up 14% year-on year.

Indonesia also sustained record levels of arrivals.


MARKET OVERVIEW




55%

38%

38%

33%

32%

Japan

Australia

Hawaii

France

Switzerland


45%

35%

25%

20%

17%

Japan

France

South Korea

USA

Australia

FASHIONABILITY

34%

32%

31%

24%

Japan

South Korea

Australia

France

Italy

CONSIDERATION

19%

18%

13%

13%

Japan

South Korea

Australia

Hong Kong

France

INTENTION

14%

10%

7%

4%

4%

Japan

France

Europe

South Korea

Australia

DESIRABILITY

51%

36%

28%

22%

18%

Hawaii

Australia

Japan

New Zealand

Caribbean

59%

41%

39%

32%

22%

Japan

Italy

France

South Korea

Australia (#11)




192Flights per week





MARKET OPPORTUNITY


Travellers (HVTs)**

Representing



Australia (#6)





38%57%






3-6 months

prior


3-6 months

in advance

Peak travel season

March,

August72% use one or

more online

booking sources

35% use one or

more offline

booking sources

40% use one or

more direct

booking sources

72% use one or

more indirect

booking sources


#1 Food & wine



#4 Value for money

#5 History & heritage

TRAVELLER SNAPSHOTJAPAN

Japan is Australia’s fifth most valuable inbound market in terms of both visitor arrivals and total visitor

spend. In 2018, Japan continued to show solid growth with arrivals up 8% and spend up 11% year-on-

year.


MARKET OVERVIEW




50%

37%

36%

35%

34%

Australia

Switzerland

Hawaii

Canada

New Zealand


30%

30%

14%

6%

France

USA

Italy

UK

Australia

FASHIONABILITY

31%

22%

21%

20%

20%

Hawaii

France

Italy

Australia

USA

CONSIDERATION

20%

12%

11%

11%

11%

Hawaii

France

Italy

Australia

Thailand

INTENTION

13%

6%

4%

4%

3%

Hawaii

USA

Europe

Australia

Italy

DESIRABILITY

57%

49%

46%

38%

34%

Hawaii

Maldives

Australia

Caribbean

Fiji

60%

55%

38%

26%

16%

Italy

France

Spain

Germany

Australia (#13)




64Flights per week





MARKET OPPORTUNITY


Travellers (HVTs)**

Representing



Australia (#8)

Australia (#1)

Australia (#3)

Australia (#4)

Australia (#9)



38%






3-6 months

prior


3-6 months

in advance

Peak travel season

August,

Nov-Dec74% use one or

more online

booking sources

50% use one or

more offline

booking sources

69% use one or

more direct

booking sources

64% use one or

more indirect

booking sources




#3 Value for money

#4 Family friendly

#5 Clean cities

TRAVELLER SNAPSHOTMALAYSIA

Malaysia remains a steady inbound market for Australia and market share continues to improve year-

on-year.


MARKET OVERVIEW




49%

48%

44%

44%

34%

Australia

New Zealand

Switzerland

Japan

Hawaii


45%

33%

31%

25%

24%

Japan

France

South Korea

Australia

UK

FASHIONABILITY

50%

46%

35%

34%

29%

Japan

Australia

New Zealand

South Korea

China

CONSIDERATION

30%

26%

18%

16%

15%

Japan

Australia

South Korea

China

Taiwan

INTENTION

10%

5%

5%

4%

4%

Japan

Australia

Europe

France

New Zealand

DESIRABILITY

45%

42%

29%

27%

18%

Australia

Hawaii

Caribbean

Mauritius

New Zealand

48%

41%

39%

38%

36%

Japan

Australia

Hong Kong

France

Taiwan




114Flights per week





MARKET OPPORTUNITY


Travellers (HVTs)**

Representing



Australia (#2)


Australia (#2)

Australia (#4)








3-6 months

prior


3-6 months

in advance

Peak travel season

Jul, Oct, Dec66% use one or

more online

booking sources

45% use one or

more offline

booking sources

58% use one or

more direct

booking sources

57% use one or

more indirect

booking sources



#2 Value for money




TRAVELLER SNAPSHOTNEW ZEALAND

In 2018, New Zealand was Australia’s second largest inbound market for visitor arrivals and fourth

largest market for total visitor spend. As of July 2015, Tourism Australia’s activity in New Zealand is

focused on Business Events consumers only.


MARKET OVERVIEW




67%

52%

49%

47%

47%

Australia

Canada

Hawaii

Switzerland

Scandinavia


39%

32%

27%

26%

USA

Australia

France

UK

Italy

FASHIONABILITY

70%

40%

33%

29%

28%

Australia

UK

USA

Hawaii

Fiji

CONSIDERATION

17%

13%

11%

10%

Australia

UK

USA

Fiji

Other South Pacific

INTENTION

11%

8%

8%

6%

5%

Europe

Other South Pacific

USA

Australia

Hawaii

DESIRABILITY

77%

64%

60%

46%

45%

Australia

Hawaii

Fiji

Maldives

Caribbean

72%

72%

53%

50%

49%

Italy

France

Australia (#13)

Greece

Spain


1,384,900Arrivals at YE Dec 2018


510Flights per week





MARKET OPPORTUNITY


Travellers (HVTs)**

Representing



Australia (#3)


Australia (#4)

Australia (#2)



47% 47%






3-6 months

prior


3-6 months

in advance

Peak travel season

Nov - Dec79% use one or

more online

booking sources

32% use one or

more offline

booking sources

70% use one or

more direct

booking sources

52% use one or

more indirect

booking sources



#2 Value for money



#5 Food & wine

TRAVELLER SNAPSHOTSINGAPORE

Singapore continues to be an important inbound travel market for Australia. The market is supported

by a strong supply of direct flights and around 83% of visitors each year have previously travelled to

Australia.


MARKET OVERVIEW




53%

52%

48%

47%

37%

New Zealand

Japan

Australia

Switzerland

Scandinavia


49%

32%

27%

25%

20%

Japan

South Korea

USA

France

Australia

FASHIONABILITY

55%

45%

37%

35%

33%

Japan

Australia

Taiwan

South Korea

Hong Kong

CONSIDERATION

36%

26%

21%

18%

18%

Japan

Australia

Taiwan

Hong Kong

South Korea

INTENTION

15%

7%

6%

4%

4%

Japan

Europe

Switzerland

Scandinavia

Australia

DESIRABILITY

55%

41%

33%

28%

26%

Australia

Hawaii

New Zealand

Mauritius

Caribbean

59%

46%

45%

41%

40%

Japan

Hong Kong

Taiwan

France

Australia




243Flights per week





MARKET OPPORTUNITY


Travellers (HVTs)**

Representing



Australia (#5)

Australia (#3)

Australia (#1)









3-6 months

prior


1-2 months

in advance

Peak travel season

Dec - Mar68% use one or

more online

booking sources

44% use one or

more offline

booking sources

41% use one or

more direct

booking sources

75% use one or

more indirect

booking sources




#3 Food & wine

#4 Value for money


TRAVELLER SNAPSHOTSOUTH KOREA

South Korea remains a steady inbound market for Australia and market share continues to improve

year-on-year.


MARKET OVERVIEW




52%

48%

47%

42%

39%

Australia

Switzerland

Hawaii

New Zealand

Maldives


25%

23%

20%

19%

16%

USA

Hawaii

France

Italy

Australia

FASHIONABILITY

27%

25%

24%

23%

23%

Australia

Hawaii

France

Italy

Switzerland

CONSIDERATION

17%

14%

12%

11%

10%

Vietnam

Australia

Hawaii

Thailand

USA

INTENTION

12%

8%

7%

7%

6%

Hawaii

Australia

Switzerland

Europe

USA

DESIRABILITY

46%

42%

39%

36%

29%

Hawaii

Australia

Maldives

Caribbean

Indonesia

47%

44%

28%

27%

22%

France

Italy

Thailand

Vietnam

Australia




21Flights per week





MARKET OPPORTUNITY

7mEstimated number of High Value

Travellers (HVTs)**

Representing



Australia (#7)

Australia (#1)

Australia (#2)

Australia (#2)

Australia (#5)

Australia (#1)

Australia (#2)




In 2018, the United Kingdom was Australia’s fourth largest inbound market for visitor arrivals and the

third largest market for total visitor spend, making it one of Tourism Australia’s most important source

markets.




3-6 months

Prior


3-6 months

in advance

Peak travel season


more online

booking sources

46% use one or

more offline

booking sources

47% use one or

more direct

booking sources

66% use one or

more indirect

booking sources




#3 Value for money

#4 Food & wine


TRAVELLER SNAPSHOTUNITED KINGDOM


MARKET OVERVIEW




57%

54%

49%

45%

40%

Australia

New Zealand

Canada

Hawaii

South Africa


57%

22%

21%

11%

10%

USA

Caribbean

Australia

New Zealand

Thailand

FASHIONABILITY

34%

24%

22%

19%

18%

USA

Australia

Canada

New Zealand

Caribbean

CONSIDERATION

18%

10%

9%

7%

7%

USA

Australia

Canada

Caribbean

New Zealand

INTENTION

13%

9%

9%

6%

5%

USA

Caribbean

Australia

New Zealand

Maldives

DESIRABILITY

58%

53%

51%

44%

41%

Australia

Hawaii

Caribbean

Maldives

New Zealand

31%

30%

28%

27%

26%

Caribbean

USA

Japan

Mexico

Australia (#6)




29Flights per week





MARKET OPPORTUNITY


Travellers (HVTs)**

Representing



Australia (#6)


Australia (#3)

Unprompted responses Unprompted responses

Australia (#3)

Prompted response list Prompted response list







3-6 months

prior


3-6 months

in advance

Peak travel season


more online

booking sources

49% use one or

more offline

booking sources

56% use one or

more direct

booking sources

60% use one or

more indirect

booking sources




#3 Food & wine

#4 Value for money


TRAVELLER SNAPSHOTUNITED STATES OF AMERICA


MARKET OVERVIEW




50%

48%

45%

43%

39%

Australia

Italy

New Zealand

Switzerland

Greece


33%

24%

23%

14%

12%

France

Italy

UK

Australia

Other EU

FASHIONABILITY

37%

32%

32%

25%

23%

Italy

UK

France

Germany

Australia

CONSIDERATION

14%

13%

13%

10%

7%

Italy

France

UK

Germany

Australia

INTENTION

6%

5%

5%

4%

3%

France

Italy

Europe

Australia

UK

DESIRABILITY

46%

33%

33%

29%

29%

Australia

Fiji

Italy

Greece

Brazil

72%

63%

43%

42%

23%

Italy

France

Spain

Germany

Australia (#11)




130Flights per week





MARKET OPPORTUNITY


Travellers (HVTs)**

Representing



Australia (#11)





In 2018, the USA was Australia’s third largest inbound market for visitor arrivals and the second

largest market for total visitor spend, making it one of Tourism Australia’s most important source

markets.



global - tourism australia · 2020-06-01 · plan book travel online vs offline direct vs indirect...

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