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The
International
MARKET
PLACE
The International
MARKET
PLACE
MARKET OVERVIEW
International visitation in
South Australia accounts for
6% of total visitor numbers
and 4% of the total nights
spent in Australia.
International expenditure
accounts for 14% of visitor
expenditure in South
Australia.
China has grown
significantly over the
past five years, while the
established western markets
of United Kingdom, New
Zealand and North America
continue to perform well for
South Australia.
Air capacity into South
Australia has grown
significantly with the
addition of Qatar Airways
and China Southern Airlines.
Adelaide Airport services
11,800 weekly international
seats from key international
markets.
KEY SOUTH AUSTRALIAN OVERNIGHT DESTINATIONS
FAST FACTS AND FIGURES
Data is based on a 3 year annual average for the years ending Dec 2014 to Dec 2016
for all purpose visitors.
1% • Clare Valley
1% • Yorke Peninsula
2% • Murraylands
2% • Riverland
2% • Adelaide Hills
3% • Barossa
4% • Eyre Peninsula
5% • Fleurieu Peninsula
9% • Flinders Ranges & Outback
10% • Kangaroo Island
11% • Limestone Coast
Holiday
VFR
Business
Other
Total
228,000
122,000
41,000
43,000
404,000
Visits (AUS)
3,757,000
2,623,000
864,000
1,359,000
6,947,000
Nights (SA)
2,237,000
2,887,000
379,000
3,952,000
9,455,000
Nights (AUS)
ALOS - Nights (SA)
ALOS - Nights (AUS)
Visits
Total International Market
Visits (SA)
South Australia is a
destination which offers
the international traveller
diverse nature and wildlife,
quality food and wine,
accessible coastal and
aquatic experiences and
authentic outback Australia
experiences.
90% • Adelaide
76,652,000 63,031,000 10,376,000 91,268,000 241,328,000
10
20
24
24
Expenditure
9
12
92
67
23
0
20
40
60
80
100
Percentage
35
$859,000,000
APPEALING EXPERIENCES
LENGTH OF STAY IN SOUTH AUSTRALIA BY AGE GROUP
}} Adelaide acts as a strong part of all international itineraries and is the gateway
to the regions.
}} Kangaroo Island’s diverse and abundant nature and wildlife.
}} Authentic outback and wilderness experiences in the Flinders Ranges and Eyre
Peninsula.
}} Journeys that highlight Adelaide’s location at the crossroads of several of the
greatest Australian journeys.
TARGET MARKET PROFILE
KEY THEMES
}} High yield experience seekers are the primary market
segment for all markets excluding France and Italy.
Travellers are seasoned and looking for quality and
unique experiences. Secondary markets include youth
travellers visiting Australia on a Working Holiday Visa
and young couples/professionals.
}} Nature and wildlife
}} Food and wine
}} Aquatic and coastal
}} Outback
}} Soft adventure
}} Self-drive
AIR ACCESS
43 days • 15-24 yrs
Age group
SA Target
Audience
18 days • 45-54 yrs
17 days • 65+ yrs
0
10
20
30
40
Days
Average length of stay is influenced by longer
staying education and VFR sectors.
SEASONALITY
14%
12%
10%
Visitors
}} T
he international market is highly competitive and is significantly different to the
domestic market when offering your product or experience.
}} When entering the international market you are not only competing for business
against products that are similar but also against other destinations around the world.
}} Entering the international market and selling your product internationally requires
significant investment of time and money and it is essential to establish strong
business relationships.
}} Entering the international distribution system is a long term commitment and may
take some time before you start to see a return on your investment.
16 days • 35-44 yrs
14 days • 55-64 yrs
}} International carriers providing direct services to Adelaide include Singapore
Airlines, Cathay Pacific, Emirates, China Southern Airlines, Qatar Airways, Malaysia
Airlines, Air New Zealand, Tigerair Australia and Jetstar International.
MARKET INSIGHTS
29 days • 25-34 yrs
8%
6%
4%
2%
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Month of arrival in South Australia
50
The International
MARKET
PLACE
WEB PORTALS
The SATC develops and maintains web portals
in each market that partner with wholesalers
in each country, motivating consumers and
converting interest into bookings. These sites
are linked to southaustralia.com and some are
in foreign languages.
MULTIMARKET ONLINE
TRAVEL AGENTS
There are three global online travel
organisations with a reach to over 10
priority markets; Expedia; Priceline
Network and Orbitz. Two others have
a reach of over 5 markets; Sabre and
Odigeo. All own and operate multiple
brands, please refer to the last table
on the right.
a
a
This data includes Education and VFR purpose sectors.
PRIMARY MARKET
ITO
SECONDARY MARKET
India
KEY DISTRIBUTION PARTNERS
a 41% • First visit
b 59% • Return visit
a 88% • Non package tour
b 12% • Package tour
Malaysia
54% • Unaccompanied
27% • Adult couple
9% • Family group
9% • With friends/relatives
3% • Business
Greater China
(inc HGK)
a
b
c
d
e
b
a
USA
}} Be prepared to research your
international target market and the
best way you can reach them. Consider
whether your experience meets their
needs and whether it can be easily
accessed.
}} Once you have begun to establish
yourself in an international market,
you can start to maximise the
opportunities by registering to attend
the various trade shows relevant to
your market.
b
b
a 34% • Rented house/apartment/
unit/flat
b 34% • Home of friend/relative
c 12% • Hotel/resort/motel/motor inn
d 4% • Homestay
e 4% • Backpacker/hostel
f 3% • Caravan/camping
g 9% • Other
MARKET INSIGHTS (CONT’D)
e
New Zealand
SA Target
Audience
d
Singapore
g
a
c
16% • 15-24 yrs
23% • 25-34 yrs
14% • 35-44 yrs
16% • 45-54 yrs
17% • 55-64 yrs
14% • 65+ yrs
c
FIRST OR RETURN VISIT
Italy
b
b
d
d e
f
PACKAGE TOURS
France
e
a
b
c
d
e
f
c
a
TRAVEL PARTY DESCRIPTIONS
UK
f
ACCOMMODATION USED
Germany
VISITOR AGE PROFILE
AOT (Experience Tours Australia)
ATS Pacific
GTA (online wholesaler for individual smaller retail outlets)
Goway Travel
Terra Nova / Pacific Destinations
Tour East / QANTAS Holidays
Southern World
Australia One
APTC
Pan Pacific
Across Australia
Holiday Pacific
Tranquil Travel
Wel Travel
Flight Centre
Expedia
Orbitz
Priceline Network
Sabre
Odigeo
Expedia
Orbitz
Priceline
Travelocity
Opodo
eLong (China)
eBookers
Booking.com
Lastminute.com
eDreams
Hotels.com
Hotel Club
Agoda
Trivago (Metasearch)
Mr Jet
Rentalcars.com
Hotwire
Asia-Hotels.com
Kayak (Metasearch)
CarRentals.com
Ratestogo.com
Active Hotels
Expedia Local Expert
Trip
Classic Vacations
Please refer to individual market profiles for top travel sites in each market.
SOCIAL MEDIA

Find our Facebook Page at SeeSouthAustralia. Regional specific pages can be accessed via the SeeSouthAustralia homepage.
Source: International Visitor Survey, Tourism Research Australia, Canberra | Department of Immigration and Citizenship (DIAC) |
VFR = Visiting Friends and Relatives, ALOS = Average Length Of Stay (Nights)
Definition of Package Tour: Where the international airfares plus some other travel component (transport, accommodation, tour) are
paid for before arrival in Australia.
Disclaimer: This summary has been prepared by the South Australian Tourism Commission (SATC) in good faith. While every care
has been taken in preparing the information, the SATC does not represent or warrant that it is correct, complete or suitable for the
purposes for which you wish to use it. By using this information you acknowledge that it is provided by SATC without any responsibility
on behalf of the SATC and agree to release and indemnify the SATC for any loss or damage that you or any third party may suffer as a
result of your reliance on this information.
Produced by the South Australian Tourism Commission April 2017.
CONTACTS
Marketing
Tanya Jarman,
Senior Manager
Global Markets
[email protected]
Distribution
[email protected]