MALAYSIA Market Profile - Tourism Western Australia Library...Leisure visitors to Western Australia...
Transcript of MALAYSIA Market Profile - Tourism Western Australia Library...Leisure visitors to Western Australia...
MALAYSIAMarket ProfileMALAYSIAMarket Profile
Visitors Spend
Holiday BusinessVFR Education Other
62%
33%
6%4% 4%
27%
21%
9%
34%
9%
Repeat visits
First visits
Visitors and Spend by Purpose in 20161
The vast majority of Malaysian leisure visitors to WA are mono destination – 94% will only visit WA during this trip.1
68% of Malaysian leisure visitors to WA will stay a week or less.1
Nearly a third (31%) of Malaysian leisure visitors to WA are on their first visit to Australia1
17%
31%
22%
15%
31%
28%
60+ yrs
15-29 yrs
45-59 yrs
30-44 yrs
Western Australia’s 4th largest
international market by visitor spend1
2020 Goal for visitor spend =
109,100
In 2016
Malaysian visitorscame to WA and spent $199 million1*
of Malaysian visitors are
here on holiday1
62%
$390m
Leisure Visitors to WA1
AGE
Leisure Visitors to AUS
1/3of all spend
is attributable to those here for education
purposes1
Consumer research completed in 2015 found that the most appealing WA experiences to Malaysian travellers are coastal, beach and island experiences, interacting with wildlife and adventure experiences.4
What do they find most appealing...
is what Malaysian leisure visitors to WA spend on average +1
$125per day
29%
26%
WESTERN AUSTRALIA FACTS:
Repeat visitation: Leisure Visitors to WA vs. AUS1
Seasonality: Arrivals by month in 2016 (‘000)2
69% 68%
31% 32%
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep Oct
Nov
Dec
0
5
10
15
*Excludes pre-paid package expenditure.
WA AUSTRALIA
..
PREFERRED INFORMATION SOURCES FOR PLANNING AND BOOKING.3 Top 5 sources used by Malaysian long haul travellers considering a trip to Australia in the next 4 years.
RegionalDispersalIn 2016, 16% of Malaysian leisure visitors spent at least one night outside the Experience Perth region.1
Australia’s Golden Outback
Australia’s North West
Australia’s Coral Coast
Experience Perth
Australia’s South West
1%
1%3%
98%
14%
General internet searching
Talking to friends/ relatives
Online flights booking site
Social media
Traveller review sites
33%
32%
27%
27%
26%
EARLY PLANNING & HOLIDAY INSPIRATION
Directly through airline (online)
Accommodation provider (online)
Travel agent (phone/in person)
Travel agent (online)
Directly through airline (phone/in person)
44%
36%
30%
17%
11%
BOOKING HOLIDAY TO AUSTRALIA
General internet searching
Talking to friends/ relatives
Traveller review sites
Online hotel booking site
Social media
38%
30%
28%
24%
24%
INFORMATION ABOUT AUSTRALIA
Notes: +Leisure refers to both holiday and visiting friends and relatives (VFR) visitors. *Excludes pre-paid package expenditure. ^2014 – 2015 average.
Sources: 1. Tourism Research Australia, International Visitor Survey. Annual average 2014-2016. 2. Tourism Research Australia, Visitor Arrivals and Departures (State of Stay: WA, Category of Traveller: Short Term Visitor Arrival, Country (TRA benchmarks)). 3. Tourism Australia, Consumer Demand Project, Malaysia 2016. 4. BDA Marketing Planning on behalf of Tourism WA, International Latent Demand, 2015. Results filtered to Malaysian long haul travellers who are likely (for motivations) or not likely (for barriers) to visit WA in the next 2 years after viewing stimulus.
Published by Tourism WA, 2017
SOURCES & MORE INFORMATION:For more information contact: [email protected]
What they are looking for ...Malaysian travellers look for safe, family friendly holiday destinations that can offer good value for money. World-class nature is also important to them. Malaysian travellers strongly associate Australia with all of these, and consider Australia the leading family friendly destination. However, Australia can be over looked due to the perception that some Asian destinations are percieved to be safer and can provide better monetary value.3
Top sources of inspiration and information for Malaysian travellers are: general internet searching, word of mouth and social media. These sources are more important to Malaysians than to travellers from other markets.3
Planning and Booking
Planned Trip
Booked TripWithin
1 monthWithin 6 months (over 3 months)
Within 3 months (over 1 month)
Over 6 months
27%
50%51%
7%
25%
17% 17%
6%
Planning and booking timeframes Leisure visitors to Western Australia
In 2016,
347,100 Malaysian visitors
came to Australia and
spent $960 million1*
Malaysia is Australia’s
7th largest
international market by visitor spend1*
Leisure visitors to Australia spent an average of
$108 per day+1*