Scar holidays 2014

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  • 1. Holidays are a much anticipated activity for Aussies - but how and why people go on holidays is changingHolidays are something we all look forward to but how do you decide the when, where and how? This presentation will explore the travel habits of 18-54 year olds and some trends for the industry.TOURISM IN AUSTRALIAWORTH $114.2 BILLION IN REVENUEGENERAL TRAVEL INTENTION ONLINE IS THE NEW TRAVEL AGENT EXPERIENCES AS THE NEW CURRENCYSource: IBISWorld. Tourism in Aus. Dec 2013DOMESTIC OVERNIGHT TRAVELLERS ACCOUNT FOR 46.2% OF REVENUE Australians are global travelers who like to explore the world and an abundance of cheap airfares will encourage many Australians to head overseas and choose destinations for holidays of a week or longer.

2. People are planning on taking a holiday in the next 12 months. However, with 15% still undecided, there is the opportunity to persuade these people to take a well deserved break.Source: Southern Cross Austereo Research Holiday Study Sept 2013. We'd like to know are you planning on taking a holiday in the next 12 months? N= 3276% 3. School holidays influence when people take holidays across the year but most take holidays during Summer 30%25%20%15%Easter is the next holiday period Aussies are preparing for. Talk to them now about where to go!10%5%0%Source: Southern Cross Austereo Research Holiday Study Sept 2013. And when do you think you might get to have your holiday/s? N= 3276 4. For many, a trip overseas is on the cards this yearWhilst interstate and local holidays will always be on the cards for Aussies, what is interesting is that 40% of people are planning on jetting off overseas this year! Check out the appendix to see where people are planning on travelling this year.Source: Southern Cross Austereo Research Holiday Study Sept 2013. what type of holiday will that most likely be? N= 1644 5. The longer the holiday, the earlier they book And how far in advance would you book these types of holidays?Source: Southern Cross Austereo Research Holiday Study Sept 2013. And how far in advance would you book these types of holidays? N= 3276 6. %first start thinking about their next holiday when they hear/ see a great deal advertised. By advertising deals when people are already thinking about holidays, such as at work or at home, advertisers can capture an engaged audience and really make their messages relevant.When do you find yourself thinking about taking a holiday?31% 28% 26%All the time! I never stop thinking about it. When Im at home of an evening At work23% 14% 12%Source: Southern Cross Austereo Research Holiday Study Sept 2013. So first, when do you find yourself thinking about taking a holiday? N= 3276When Im at home on the weekend On the way to and from workWhen I have just come back from holidays 7. Booking.com is now Australia's biggest and fastest growing online travel agent, leaving local rivals well behind with more than 5.3 million visits a month.Source: Travel Trends Australia's Hottest 100 Travel Websites Booking.com surges ahead of Wotif and Webjet in shock result 8. Online is the new travel agentINSIGHT Travellers are turning to online at all stages of the travel process. People seem to value others personal experiences documented online over professional experience and price. Online is no longer just used to price match and research, but also by travellers to; - DISCOVER where they want to go - HOW they want to get there - WHEN they want to go - WHAT they are willing to spend - WHO they want to stay with - WHAT sort of things they want to experience once their there.In many cases, travel agents are no longer the first point of call for people looking to travel, whether it be domestically or internationally. There is a rise in people finding their own information and coming to their own conclusions by looking online and chatting with their circle of influence.WHATS IT ALL ABOUT? -Personal experiences (documented online) are favoured by travellers over professional experience and price.-People want to uncover their own holiday based on what their personal preferences are. They use the internet to uncover activities and destinations that appeal to them.-Whilst the need for a travel agent is not obsolete, it has evolved from purely a service to help book flights. It is the safety net for people when they travel and it deals with things when they get complicated.The role of the travel agent is not yet obsolete, but may need to evolve. Source: Travel Trends Australia's Hottest 100 Travel Websites Booking.com surges ahead of Wotif and Webjet in shock resultLets take a closer look Source: IBISWORLD. Dec 2013. Travel agency and tour arrangement services 9. 9 10Say researching ONLINE helps them DISCOVER the DESTINATION they want to go to on holidays.Source: Southern Cross Austereo Research Holiday Study Sept 2013So if you were thinking about WHERE you'd want to go on a holiday, which of the following things would help you decide on the destination? N= 3276 10. Online is the number one way they decide which destination they want to travel too. If you were thinking about WHERE you'd want to go on a holiday, which of the following things would help you decide on the destination?Researching on the internet88%Talking to friends/family67%Seeing a location on a TV program41%Going to a travel agent39%Looking in magazines16%Looking in the newspaper Asking on Facebook about good places to go Calling the destination where we always stay14% 12% 9%Whether it be checking out our friends pictures on social media pages, doing a generic Google search or getting an e-mail about a holiday deal, online is the key platform to discover where we want to travel next. Our circle of influence also plays a role in determining a destination. Only 39% would rely on a travel agent to do this. Source: Southern Cross Austereo Research Holiday Study Sept 2013So if you were thinking about WHERE you'd want to go on a holiday, which of the following things would help you decide on the destination? N= 3276 11. Aside from looking at destinations, online is used as a price comparison and research tool for accommodation Of those who use online, this is what they are using it for82% Check a price comparison 80% Check accommodation website 52% Read reviews 36% Check travel agents website 24% Check hire car website One of the primary reasons for using a travel agent in the past has been to get a great deal but now more and more people are using the internet to do this. Travel agents who specialise in a price match guarantee could appeal to travellers. One important thing to note is that over half are using online to read reviews- people want more than one opinion on a destination, they want to know all the ins and outs from like minded people who have travelled there. This is why sites like Trip Advisor and Expedia are becoming popular along with travel blogs. Source: Southern Cross Austereo Research Holiday Study Sept 2013 What would you be likely to use the internet for?? N= 2891 12. Once they know where and when they want to go, they head online to book. Its the first step!%What would be your FIRST STEP to book your trip?13%Call a travel agent5%Contact accommodation provider3%Contact airlineWould use online as their FIRST port of call to book their trip!Source: Southern Cross Austereo Research Holiday Study Sept 2013 once you had decided WHERE or WHEN you wanted to go, what would be your FIRST STEP to book your trip? N= 3276 13. Location is the key selling point for accommodation- having the cheapest room is not necessarily a key factor Which of these factors influences your accommodation choice when you go away?84%The location73%If the hotel is offering a great package deal65%The hotel has to have good facilities47%Online reviews42%The star rating37%Word of mouth33%A place with lots of things to do for the family21%Wherever my friends/family are staying Ill go with the cheapest room14%When choosing a place to stay on holidays, we are not just looking for the best rate. We want a place that suits our needs. For example location is a major influencer on the place people choose to stay but for others having the option of breakfast included and children friendly facilities are major factors. With so many hotels on offer in any one area, it is no wonder people are turning to online to get reviews from like-minded people who have stayed there rather than just what a travel agent thinks. Source: Southern Cross Austereo Research Holiday Study Sept 2013 Which of these factors influences your accommodation choice when you go away? N= 3276 14. BUT! There is still a role for travel agents People may have changed the ways they find information but they still want a safety net%There is nothing more daunting than going on an overseas holiday and then something going wrong with no one to help you out. Whilst people may be using the internet to discover where and when they want to go on holidays, travel agents are still used to book long or overseas holidays.Travel agents are there for when things get tricky! Whether it be a big group travelling together or travelling to multiple countries, having a travel agent knowing your travel itinerary just means there is one less thing to worry about. They are the safety net if things go wrong and are usually the ones who can sort things out.Will still use a travel agent to book long holidays or overseas trips.Source: Southern Cross Austereo Research Holiday Study Sept 2013 Now, can you please tell us whether you agree or disagree with the following statements around travel and holidaysN= 3276 15. Luxury is changing, and what mattered most to us only a decade ago, isnt even attractive anymore. Guests dont rate hotels by its amenities and luxurious settings anymore, theyll judge them by the experiences they provide them experiences and memories that last long after they depart.Source: Hoteliers of Tomorrow. Experience is the new c