Understanding Perceptions of the Snowy Mountains

128673_Perceptions of the Snowy Mountains TNS proposal_Feb2010

Prepared for: Tourism Snowy Mountains, DRET, Tourism New South Wales

TNS consultants: Jo Farquhar, Carolyn Childs,Nathalie Chan

28673 : June 2010

Client contacts: Jo Larkin, Craig Evesson, Darrian Collins, Ruth Morris

Understanding perceptions of the Snowy Mountains as a holiday destinationA research study


Contents

Executive summary

Background & objectives

Research approach and respondent criteria

Travel behaviour among our study participants

Awareness and knowledge of the Snowy Mountains

Perceptions of the Snowy Mountains

Competitive set for the Snowy Mountains

From consideration to booking: the travel decision-making process

The Snowy Mountains visitor experience

Increasing visitation – lapsers, barriers and triggers

Identifying key market segments for the Snowy Mountains

Key take-outs and recommendations

Appendix


Executive summary Introduction

The Snowy Mountains region is an area of outstanding scenery, with landscapes varying from ski* fields and mountain lakes to farmland. A significant proportion of the region lies within the Kosciusko National Park making it an iconic Australian tourist destination and part of the Australian Alps National Landscape.

Tourism is a key contributor to the Snowy Mountains region, with visitors drawn to the region for snow sports during the winter and for activities such as bushwalking, fishing and mountain biking during the non-snow season months. However, visitation across the year is varied with visitor levels peaking in the snow season (mid-July and August) and dropping off significantly in the non-snow season months.

The seasonal nature of visitation to the Snowy Mountains has a number of implications on the region that currently prevent it from sustaining an economically viable tourism industry year round, including: maintaining a permanent labour force in the region attracting investment in tourism product and infrastructure improving transport access.

This study was undertaken by TNS for Tourism Research Australia (TRA), in partnership with Tourism New South Wales and Tourism Snowy Mountains, to gain a better understanding of consumer perceptions of the Snowy Mountains region. This knowledge will enable Tourism New South Wales and Tourism Snowy Mountains to grow visitation levels year-round through informed decision-making, effectively increasing the year-round contribution of tourism to the local economy.

Research approach

The first phase of the research was to consult with local industry about the study: a series of in-depth interviews were conducted with key industry stakeholders and a further workshop took place with a broader industry group. The objective was to review the study focus with the local industry and to establish an understanding of the issues the local industry confronts. These sessions helped formulate the study’s final approach and objectives.

After the industry consultation, qualitative and quantitative phases were conducted with visitors and non-visitors in order to explore visitor motivations and attitudes, and to provide recommendations to assist with decision-making regarding the market. This involved nine focus groups and 1,200 online interviews; both of which were conducted with residents from: ACT, Southern NSW, Sydney, Brisbane

All survey participants had either visited the Snowy Mountains in the past two years; were planning to visit the Snowy Mountains in the next two years; or had an interest in at least one of the activities relevant to the region (skiing, hiking, fishing, touring etc).

*Note: Wherever skiing has been mentioned in this report, this would also include snowboarding


Executive summary (2)Participant characteristics

The majority (88%) of survey participants had taken a domestic trip in the past two years, and virtually all (91%) expected to take one in the next two years.

Escaping and freedom by getting close to nature; reconnecting with family and friends; rediscovering the real Australia; and activity-based holidays were identified as important motivators for domestic travel.

Over two-thirds (69%) of participants had visited the Snowy Mountains at some point; however, 70% of them were lapsed visitors who had not visited for at least five years. Lapsed visitors were more likely to be aged 35-54 years and to have last visited in winter.

There was a core group of ‘loyalist’ visitors to the Snowy Mountains who visit frequently. They were more likely to live locally; visit in different seasons of the year; and undertake a range of activities.

Just under two-thirds of visitors had visited only during the snow season (39%) or only during the non-snow season (24%). The remaining visitors (37%) had visited in both seasons.

Key findings from the research:

Awareness and perceptions

The region performed relatively well on prompted awareness (90% of participants had heard of the region); however, it was not top-of-mind as a domestic tourism destination.

The Snowy Mountains had strong associations with snow sports and the major ski resorts. However, while skiing (88%) had much higher awareness than other activities, only 38% cited an interest in it (in this report skiing refers to any type of skiing including snowboarding etc).

Interest in activities such as sampling local food and wine and touring small towns was much higher, although awareness of the region’s offering relating to these was relatively limited.

In addition to the very strong associations of the region with winter, snow sports and being cold, there were positive perceptions relating to the natural scenery the region offers, and opportunities to escape and get in touch with nature.

The combination of the region not being top-of-mind and limited knowledge act as barriers to consideration of the region as a holiday destination. The region was also perceived as not offering good value for money and being expensive.


Executive summary (3)Key findings from the research (ctd):

Competitive set The region’s main competitors with regard to skiing were identified as the Victorian snowfields, New Zealand and Japan. Of those who

had skied in the past two years, just over half (52%) had only been to the Snowy Mountains (residents of Victoria were not included in the research).

Compared to Queenstown (NZ), perceptions of the Snowy Mountains were lower for value for money, having lots to do and year-round appeal.

Key summer competitors were considered to be coastal destinations along the NSW/Queensland coast. Year-round competitors most often mentioned by participants were Tasmania, other low cost carrier destinations and overseas

destinations.

The travel decision-making process The gap between awareness (90%) and actual visitation levels (48% had visited in the past five years) was considerably larger for the

Snowy Mountains than for a majority of competitor destinations. In addition, previous visitation (48%) was significantly higher than consideration (just 21% were considering a visit in the next three

years). Consideration was higher for the non-snow season (39%) than the snow season (33%) (this comparison is based on intention to visit in the next two years).

The internet was the main information source for participant’s travel planning, with search engines (e.g. Google) and maps most commonly used. However, a more varied range of information sources, including TV programs and recommendations, were used to gain the initial inspiration for holiday destinations.

With regard to the Snowy Mountains, participant feedback indicated that useful information on the internet was difficult to find and specific information was lacking on practical requirements, activities, availability and pricing.

Feedback from participants on existing Snowy Mountains brochures was mixed. While the brochures were felt to raise awareness andprovide useful information, there was a view that they could be more inspiring and less cluttered.

Package offers appealed to many participants. Packages and example itineraries would also raise awareness of what was available,as well as helping visitors to budget.


Executive summary (4)Key findings from the research (ctd):

The visitor experience

Motivation for visiting during the snow season was largely centred on snow-specific factors, and visitation was concentrated in Thredbo and Perisher. During the non-snow season, dispersal to other areas was much higher.

The non-snow season had a wider range of drivers for visitation, including a wish to re-visit, to get away, and being part of a touring route. Visitors in this season also participated in a broader range of activities.

Around a third of visitors — in both the snow and non-snow seasons — indicated their experience in the Snowy Mountains had exceeded their expectations.

Lapsed visitors and those who had never visited the region

Lapsed visitors tended to be older, with many looking for less active holidays. Another life stage group that commonly fell into this lapsed category was those with young children, or absent older children.

Barriers identified by lapsed visitors and those who had never visited the region included the region not being top-of-mind; perceptions that it was expensive; that it was cold; and not knowing much about the region. In addition, many of those from the Sydney and Brisbane markets felt that the Snowy Mountains region was too far away/hard to get to.

In the non-snow season, key barriers were a lack of interest in the destination compared with other regions –primarily fuelled by a low awareness of what it offered. There was also a perception that it was cold (even in the non-snow season) and expensive.

Participants presented many ideas for increasing interest in the region, including providing more information on available activities, accommodation, practicalities and transport, and offering suitable packages.


Executive summary (5)

Recommendations

The research identified four key issues for the Snowy Mountains region which are presented below along with recommendations.

1. Low awareness of what there is to do during the non-snow season, meaning that the Snowy Mountains region is not seen as a year-round destination.

Develop clear positioning, including clear brand messages of the emotional benefits visitors will gain from a trip to the Snowy Mountains in the non-snow season (i.e. how it will make them feel – energised, in touch with nature, etc).

Raise awareness of the non-snow activities via cross-season marketing and public relations, highlighting the region’s unique benefits such as Mount Kosciusko and develop tailored packages for target segments.

Work with local ambassadors/celebrities and specialist groups.

Make information on activities and practicalities easy to find.

2. Poor perceptions regarding value for money. Highlight the range of activities available across all seasons.

Highlight the unique benefits of the region, such as slope-side accommodation.

Offer flexible tailored packages, with clear indications of what is/is not included. (Many participants mentioned their surprise at the unexpected additional cost of National Park fees.)

Combine ski area lift tickets to enhance perceptions of value during the snow season.

Offer incentives to save money by pre-booking items such as lift tickets/National Park fees.


Executive summary (6)

Key issues and recommendations for the Snowy Mountains region (2):

3. Perceptions that it is difficult to organise a trip to the region.

Focus on search engine marketing and optimisation and ensure clear links from partner websites so information can be easily found online.

Ensure that the region’s website is clear and easy to navigate.

Provide detailed, practical information on the climate, clothing requirements etc.

Provide online booking/live availability for accommodation to match consumer preferences and expectations.

4. Perceptions that it is difficult to get to the region.

Provide maps on how to get to and around the region, including information on journey times and potential road closures.

Provide guidance regarding snow chains.

Provide public transport options and details.

Provide itinerary ideas.

Partnering with roadside organisations could be beneficial.

Background & objectives


Background Tourism Snowy Mountains (TSM) has a vision that: The Snowy Mountains will be the most inspiring alpine

experience in Australia.

The organisation works with partners and stakeholders in order to identify opportunities to promote the region in order to grow visitation to it.

In order to determine how to maximise the resources available to do this, a research study was commissioned to provide a better understanding of the region’s visitors and target market.

This will enable the region to make informed decisions on who it should be targeting, when and how.

Understanding the purchase funnel for the Snowy Mountains was an important part of the study – in order to build visitor numbers, it is important to understand at which point in the decision-making progress the greatest focus should be placed.

Given the particularly seasonal nature of tourism in this region, it was also particularly important that both the snow and non-snow seasons were covered as part of the research.

Awareness

Have the target market heard of the destination?

Consideration

Understanding which other

destinations are in the consideration set

is key

Intention/ Planning

Intending to travel within a specific timeframe – e.g. next 12 months

Booking Visitation

Perceptions/ image/ associations

What does the target market think about the destination? Level of appeal.


Research objectives

The primary objective is to: Gain a deeper understanding of the market and their attitudes to the Snowy Mountains, in order to determine

drivers and barriers of travel to the region.

In order to achieve this, the following were explored in detail: Holiday behaviour in terms of frequency, locations, preferences. Types of holidays and holiday activities. Competitive set that the Snowy Mountains falls within. What is the relative positioning of the Snowy Mountains

compared to its competitors? Perceptions and image of the Snowy Mountains among the target market. How does this differ between visitors

and non-visitors? What is unique and differentiating about the Snowy Mountains as a destination? What are the gaps in its offer?

How can its appeal be enhanced? What drives holiday destination preference for the target market? What types of needs are they looking for a short

break or holiday to meet? How can TSM harness this to increase visitation?Among visitors: Who/ what are the drivers to visitation of the Snowy Mountains region? What is appealing to visitors – environment/

activities/ attractions/ events? What is unique about the region? What drives first time visitation – and what influences people to come back for repeat visits? What would

encourage visitors to come more often/ stay longer? Among non-visitors: What level of knowledge do they have of the Snowy Mountains? What is attractive about the Snowy Mountains as a destination? What are the barriers to visiting? What may

persuade them to do so?

Research approach and respondentcriteria


Target population

The target market for this study was defined as:

Residents of Sydney, South-West NSW, Brisbane and the ACT who:

OR

OR

Had recently visited the Snowy Mountains

Are planning to visit the Snowy Mountains

Have an interest in at least one of a number of activities listed*. This list was designed to reflect the types of activities offered by the Snowy Mountains region.

*The full list of activities was: Skiing/ snowboarding, hiking/ bushwalking, visiting a National Park in a regional area, kayaking, mountain biking, touring regional areas, visiting lakes and mountains, fishing in inland lakes/ rivers, horse riding


Pro

ject

ince

ptio

n m

eetin

gPhase

Stakeholderdiscussionsand workshop Full report of

findingsPresentation of results in Snowy

Mountains

Overview of the Snowy Mountains research program

Qualitative phase9 focus groups – 3 in each of Sydney/

ACT/ BrisbaneSplit by visitors &

non-visitors

Quantitative phase

N=1,200 online interviews with

respondents from Sydney/ ACT/

BrisbaneQuota of a minimum

n=300 visitors

Vox pops among visitors

Purpose Ensure a detailed understanding of the issues, leverage existing knowledge

Insights collection Qualitative phase to explore motivations,

triggers and barriers in depth. Quantitative survey provides the numbers

required for robust decision-making

Provide the information platform required for informed decision-making and strategy development

This report primarily covers the findings from the qualitative and quantitative phases of the research, however it draws upon the learnings of all phases.


Research approach and respondent criteriaQualitative research

2 groups: Recent visitors

Sydney Canberra Brisbane

1 group: Non visitors

1 group: Recent visitors

2 groups: Non- visitors

Definitions for each group: Recent visitors:

Had visited the Snowy Mountains in the past three years Mix of those who had visited in snow/ non-snow seasons Mix of first time and repeat visitors

Non- visitors: Had not visited the Snowy Mountains in the past three years (although

may have done in the past) Would not reject it as a potential destination Holiday needs/ attitudes roughly fitted what the Snowy Mountains can

offer – ie not only interested in beach holidays, interested in outdoor activities/ touring the countryside/ getting away from it all in the countryside

All respondents Aged 18-65 Mix of age and genders All were travel decision-

makers

The respondents were recruited and interviewed by experienced qualitative researchers. The discussion guide was developed by TNS Australia.

2 groups: Recent visitors

1 group: Non visitors


The survey was conducted online in May 2010, with participants coming from a research panel

In order to ensure that we spoke to a relevant target market for the Snowy Mountains, a number of criteria were set:

All had taken at least one trip/ holiday in the last 2 years, or be planning one

Mix of visitors and non-visitors to the Snowy Mountains region, with a quota to ensure a minimum number of visitors

Non visitors had to have an interest in at least one of a list of activities – included skiing, hiking, touring etc OR state an interest in visiting the Snowy Mountains

Residents of regions of:

Canberra

Sydney

Brisbane/ SE Queensland

S/ SW regional NSW

Quotas were set to ensure a range of respondents by age, gender and location

Further information on the demographic profiles of those we spoke to in both the qualitative and quantitative research phases can be found in the appendix.

Research approach and respondent criteriaQuantitative research


Respondent profile: quantitative phase DemographicsRespondents came from a range of backgrounds and lifestages. Quotas were set on age, gender and location to ensure a spread.

Gender

41% male

59% female

Age group

18-34 yrs 29%

35-54 yrs 33%

55-74 yrs 37%

Place of residence

Sydney & surrounds 36%

Regional NSW (S/ SW) 17%

Canberra & surrounds 21%

Brisbane & surrounds 27%

Work status

Working 61%

Others 39%

(Not working/ household duties/ retired)

Household structure

Single/ living alone 16%Couple without kids 19%

Family 37%

Empty nesters/ others 23%

Household income

Below $60k 34%

$60k-$100k 26%

Over $100k 23%

Prefer not to state 17%

S1/ 2/ 3 and D1/ 2/ 4Base: ALL respondents n=1200

Travel behaviour among studyparticipants


Trips taken last 2 years (% of respondents)

Travel behaviour – trips taken and consideringThe majority of respondents had taken and were planning domestic trips. Increasing popularity of overseas trips, and easing of GFC is reflected in high likelihood to travel overseas – as well as domestically.

Trips likely next 2 years (% of respondents)

9%

47%

14%

29%

I usually travel on my own

Travel with my partner/ as a couple

Travel as a family– with children

Travel with friend(s)/ relative(s)

Other

6

41

88

None

Take overseas trip

Take domestic trip

S4A. Which of the following have you done in the last 2 years? S4B. And which of the following are you likely to do in the next 2 years?Q1. Who, if anyone, do you normally take your holidays/ short breaks with? Base: ALL respondents n=1200

1

59

91

None

Take overseas trip

Take domestic trip


Type of trips taken in last two yearsVFR is a key driver for domestic trips, with sightseeing, the beach, exploration and touring also important. Most of these trip types are needs the Snowy Mountains can tap into.

Q2. Which of the following type of trips have you taken in the last 2 years?Base: ALL respondents n=1200

70%

53%

52%

47%

46%

37%

27%

22%

20%

13%

13%

11%

9%

8%

6%

Visiting friends or relatives

Sightseeing (cultural, historical, natural wonders)

Beach holiday vacation

Exploring a region

Touring/ road trip

City breakTrip to an event outside hometown/ city e.g. concert, festival,

tournamentCamping trip

Food and wine tripTrip based around doing a activity – eg hiking/ mountain biking/

fishing/ horseridingTrip to watch sports or activities

Cruise

Big trip/ gap year/ working holiday

Ski/ snowboarding trip

Spa break

Skiing/ snowboarding is highestamong:

Aged 18-34 (14%) High income group (13%)


Visit natural/ unchanged environments, driven by the need to ‘get away from it all’

Escape the concrete jungle and chaos Find a stress release Freedom that a natural environment

provides us To be in a place close to nature/

where you rarely see others

Escape and freedom by getting closer to nature

Motivations for domestic travel (general)Our respondents used domestic travel to help them to get away from it all, to relax and reconnect

Reconnect with those that matter.For families these experiences offer special times – a chance to reconnect as a family unit without distraction from the everyday. Also relevant for couples and friends. Activities offer an opportunity to bond over shared adventures.

Reconnect with myself“The need to feel whole again”

Reconnect with family/ friends

“My kids can run free” (Sydney Snowy Mountains visitor talking about last trip to the region)

“We’ve got family that go down to Thredbo every year. [Whether we go] will depend on cost, and if we’ve got friends going at the same time” (Sydney non-visitor)

Note: Findings taken from qualitative element


Motivations for domestic travel (general) ctdOther common themes included a nostalgic yearning for Australia as it used to be, and trips for specific activities or events

Immerse themselves into the Australian culture – mix with the locals

To find the Australia of a bygone era, what it used to be like, “where people look at you in the street”

Particularly key for older age groups, reminding them of what it used to be like in Australia, good old fashioned hospitality and friendliness

Re-discover the ‘real Australia’

These included trips for: Hiking/ bushwalking Skiing/ snowboarding Photography Events and festivals – eg music, food & wine

Activity-based holidays

The study participants are active, curious and environmentally aware (not necessarily environmentally conscious) travellersFor many their definition of relaxing is relaxing by doing. There is a desire for discovery and fulfilment – powerful emotions which can be leveraged.

“Somewhere where they serve a traditional counter lunch and they’ve got the 80 year old sitting in the same chair that he’s been sitting in for 30 years and he tells a good yarn”. (Brisbane non-visitor)



Activities done during holiday in past two yearsHigh participation of active pursuits among this group; touring is also very popular (participation of at least one activity was part of the screening criteria for non-visitors to the Snowy Mountains)

S8. Which, if any, of the following activities have you done whilst on a holiday or short break in the past 2 years?Base: ALL respondents n=1200

78%

62%

56%

37%

20%

11%

10%

8%

8%

5%

Touring a regional area eg driving around a region

Visited a National Park in a regional area

Visiting lakes and mountains

Hiking/ bushwalking

Fishing in inland lakes/ rivers

Skiing/ snowboarding

Kayaking/ canoeing

Mountain biking/ cycling

Horse riding

None of these

Skiing/ snowboarding is highest among:

Aged 18-34 (20%) Singles (15%) High income group (15%)


Summary of Snowy Mountains visitation behaviourThe high number of lapsed visitors is a concern. Ensuring that people stay in the habit of visiting the Snowy Mountains is key

Ever visited

69%

Never visited

31%

Recent visitors (past 5 yrs)

30% (20% of total)

Lapsed visitors

70% (49% of total)

Loyalists (visited 4+ times)

58% (12% of total)

Low frequency visitors/ one timers

(<4 times)

42% (8% of total)

Previous loyalists (visited 4+ times)

25% (12% of total)

Low frequency visitors/ one timers

(<4 times)

75% (37% of total)

Aware* of Snowy Mountains

83% (26% of total)

Not aware* of Snowy Mountains

17% (5% of total)

*Awareness is promptedNote: A quota was set to ensure a minimum number of recent Snowy Mountains visitors, hence visitor numbers are likely to be inflated in comparison to actual data Note: of all visitors, the mean number of visits to the region is 2.3

Target market (quantitative sample) – 100%


Key characteristics of Snowy Mountains visitor segments

The youth segment represents a clear potential growth segment for the region, with a high proportion of this group never having visited. Unsurprisingly, those from Brisbane are also less likely to have visited the region.

Lapsed visitors are more likely to fall in the older/ middle age groups. Some had given up active sports, while others had had children and decided not to take them skiing/ to take other forms of holiday. Lapsed visitors also tended to have visited less – and in one season only

Recent – and particularly more frequent/ loyal visitors, tend to have visited in more than one season, and to live more locally.

N/A

Sydney: 34%

Brisbane: 46%

ACT: 8%

SW NSW: 13%

18 – 34 42%

35 – 54 30%

55 – 74 28%

Non-visitors

Winter only: 43%

Summer only: 27%

Both, last in winter: 13%

Both, last in summer:18%

Sydney: 39%

Brisbane: 24%

ACT: 21%

SW NSW: 16%

18 – 34 22%

35 – 54 36%

55 – 74 42%

Lapsed visitors

Winter only: 23%

Summer only: 12%


Both, last in summer:42%

Winter only: 30%

Summer only: 18%


Both, last in summer: 33%

Season(s) visited Snowy Mountains

Sydney: 31%

Brisbane: 3%

ACT: 41%

SW NSW: 25%

Sydney: 31%

Brisbane: 6%

ACT: 40%

SW NSW: 23%

Location

18 – 34 22%

35 – 54 33%

55 – 74 45%

18 – 34 28%

35 – 54 32%

55 – 74 40%

Age

Loyal visitors

(recent, 5+ visits)Recent visitors (past 5

years)

Bolded values signify where a segment significantly over-indexes compared to others


Non-snow only24%

Snow season

only39%

Both - and last non-

snow22%

Both - and last was

snow14%

Q14 At what time of year have you visited the Snowy Mountains region?Base: All Snowy Mountains visitors (ever visited) (n=827)

Highest among:

18-34s (60%)

Those from Brisbane (48%), Sydney (47%)

Singles (47%)/ families (48%)

Lapsed visitors (not last 5 yrs) – 43%

Highest among:

55 – 64s: 32%

Empty nesters (30%), lower

incomes (28%)

The season factor: time of year visited the region Nearly two-thirds of visitors have only visited the region during one type of season. Where are the greatest opportunities for growth?


Travel behaviour among study participantsSummary

Virtually all study participants had travelled in the past 2 years – 88% on a domestic trip and 41% on an overseas trip. Most expect to take a domestic trip (91%) and/or overseas trip in the next 2 years.

Escaping and freedom by getting close to nature; reconnecting with family and friends; rediscovering the real Australia; and activity based holidays were identified as important motivators for domestic travel.

Over two-thirds (69%) of those interviewed had visited the Snowy Mountains at some point, however 70% of them were lapsed visitors who had not visited for at least 5 years. Lapsed visitors were more likely to be aged 35-54 years.

The Snowy Mountains has a core group of "loyalist" visitors who visit frequently. They are more likely to live locally, visit in different seasons of the year and do a range of activities.

Just under two-thirds of visitors had visited during the snow season (39%) or non-snow season (24%) only. The remaining visitors (37%) had visited in both seasons.

Awareness and knowledge of the SnowyMountains


Awareness and knowledge – a summary This section contains a number of elements which come under the overarching topic of awareness,

all of which are important in enabling the target audience of potential visitors to move along the initial phases of the decision-making process, and convert to actually booking and visiting.

The research findings highlighted that ‘awareness’ is an over-simplification of this part of the process, with it actually involving:

Prompted awareness – have you heard of the Snowy Mountains?

Unprompted/ spontaneous awareness – is the Snowy Mountains top of mind for holidays for you/ do you associate it with holidays?

Knowledge – what do you know about the Snowy Mountains? People need to know enough to reassure them that it will suit their needs as a holiday destination.

Heard of BookingIntention/ Planning

ConsiderationTop of mind

Knowledge Visitation

Note: The ‘purchase funnel’ is not necessarily a linear process. For example, a potential visitor may consider visiting a destination without necessarily having much knowledge of it. However this lack of knowledge may then contribute to barriers further along the process. Ensuring that all of the boxes are ‘ticked’ enables a smoother transition through the phases.

Covered within this section of the report


Prompted awareness – list of domestic holiday destinationsThe Snowy Mountains performs well on prompted awareness among this audience. However, while people have heard of the region, do they know much about it?

S7. And which of the following destinations/ regions have you heard of as a place to visit for holidays and/or short breaks? Base: ALL respondents n=1200

92

90

90

87

80

80

58

58

53

Blue Mountains region

Hunter Valley region

Snowy Mountains region

Byron Bay/ Northern Rivers region

South Coast NSW

Central Coast NSW

Darling Downs/Toowoomba

Mount Tamborine

Victoria’s High Country

Awareness of the Snowy Mountains ishighest among:

Recent and loyal visitors Aged 55-74/ empty nesters (93%) High income groups (93%) Those from Canberra and surrounds (94%)


Prompted awareness of destinations within Snowy Mountains region, association with the regionRelatively strong prompted awareness of a number of destinations, particularly the major ski fields, which are also most likely to be associated with the region. Prompted awareness of VIC snowfields is lower than the top 2 in the Snowy Mountains among this audience*.

Q9a. Which of the following places have you heard of? Q9b. Which of the following places do you think of/ associate with the Snowy Mountains region? Base: ALL respondents n=1200; respondents who are aware of the mentioned places at Q9a n=1182 Note: Ranked by destinations awareness (Q9a)Note: It is important to bear in mind that the research sample did not include residents of Victoria.

87% 85%

63%

78%

44%

64%

74%

44%

63%

39% 38%

68% 67%

43% 42%

30%

89%94%

91%

5%5%

22%25%29%

83%77%

69%

27%

Thredbo Perisher MountKosciuszko

Jindabyne Kos. Nat Park CharlottesPass

Cooma Selwyn Tumut Falls Creek Adaminaby Hotham Tumbarumba Bright

Prompted awareness Associate with Snowy Mountains region

Awareness and correct association is significantly stronger among recent and loyal visitors


58%

56%

53%

52%

51%

47%

42%

33%

33%

20%

16%

15%

38%

47%

44%

30%

27%

23%

63%

16%

64%

37%

21%

53%

6%

18%

7%

70%

88%

68%


Visiting the Snowy Hydro scheme

Hiking/ bushwalking

Climbing tallest mountain in Aus

Fishing

Horse riding

Touring/ visiting small towns


Sample local food and wine

Wildflower viewing

Kayaking/ canoeing

Visiting caves

Waterskiing

Quad biking

Sailing

Aware

Of interest

Q11A/ B: Which, if any, of the following activities: Are you aware of as being available to do in the Snowy Mountains region/ Would be of interest to you on a trip to the Snowy Mountains region?Base: All N=1,200 Ranking based upon awareness

Awareness of activities at Snowy Mountains, interest in them Skiing is top of mind. Awareness beyond top 3 activities is not particularly strong. Significant potential in raising awareness of the touring/ food and wine areas of interest in particular.

Awareness and interest was highest among recent

and loyal visitors.

In addition to knowing that it is possible to do an

activity in the region, our qualitative research

showed that potential visitors need to know more:

how/ where/ when/ how much?

Example itineraries/ PR articles/ blogs from visitors

assist with:

Raising awareness

Helping potential visitors to understand whether

the activity will appeal to them/ their family/ suit their

needs

Planning a trip/ itineraries – make it easy for

people to organise it!


Unprompted awareness – top of mind domestic holiday destinationsDespite relatively good prompted awareness, the Snowy Mountains is by no means top of mind as a domestic holiday destination. Coastal destinations and major cities dominate – however Tasmania, the Hunter Valley and Blue Mountains perform well.

3226

2517

1614

1312

1111

988

6666

55555

44

3

Gold CoastSydney

TasmaniaPerth

CairnsSunshine Coast

AdelaideQueensland

BrisbaneHunter Valley

DarwinBlue MountainsACT / CanberraWagga Wagga

South CoastNSW South

Alice SpringsNorthern Territory

VictoriaUluru / Ayers

Western AustraliaPort Macquarie

BroomeCoffs Harbour

Snowy Mountains

S6. Which destinations/regions spring to mind when you think about taking holidays and/or short breaks within Australia?Base: ALL respondents n=1200 Note: Long tail list of other mentions, including destinations within Snowy Mountains eg Thredbo

Being one of the destinations which is ‘top of mind’

links strongly through to consideration and then visitation.

There is clearly a need to strengthen the region’s

presence to inspire people to visit. Building media

coverage is challenging given budgetary constraints.

Maximising any opportunities available is therefore key.

These include:

PR opportunities – eg journalist visits, newspaper/

magazine reviews

Working with potential advocates/ ambassadors – eg

Torah Bright/ activity specialists/ professionals

Social media communications – can learnings from

engagement with the snow market be used for the non-

snow season potential visitors?

Ensuring that there is a clear ‘call to action’ – where to

go for information – and that it is easy to find.

“I think first you’ve got to have the idea that that’s where you want to go…otherwise you won’t look for this stuff” Visitor, Brisbane, commenting on the TSM collateral


Although virtually everyone we spoke to throughout the study had heard of the Snowy Mountains as a region, their knowledge of it tended to be relatively limited, with most falling into the middle segment of the diagram above

This was highlighted in the qualitative phase, when some participants were surprised at the amount of activities which could be done which they had not heard about. Others were reminded of opportunities which they had forgotten were available.

Australians tend to immediately associate holidays with coastal destinations, which is a constant challenge.

“You usually think of the coast immediately before you think of snow” (Canberra visitor)

“It’s (Tumbarumba) a place I haven’t thought about for a very long time and I’ve never considered going there on holidays” (Canberra, non-visitor)

Awareness only

Never visited, live further afield

Majority, including many snow season visitors

Loyalists

Good knowledge of the region

Knowledge of the Snowy MountainsLow knowledge of the region, and of what there is to do there


Associations and awareness beyond skiing and the snow season were relatively low, as was knowledge of destinations other than ski areas. This was particularly the case among those from further away, as well as non-visitors. However even those who have visited the Snowy Mountains have relatively little knowledge of the region as a whole, and what it offers beyond the snow season.

These translated into concerns, which impact upon the perceived ‘value’ of the destination

“Some people think it basically all just shuts down as soon as the snow finishes” (Brisbane visitor)

“When I got back from there (Snowy Mountains), I put my photos on Facebook. My friends were surprised, they didn’t know what it looked like without snow” (Sydney visitor)

Knowledge

Lower awarenessMajority, including many snow season

visitorsLoyalists

“What is there to do there other than skiing?”

“Is everything closed in the summer?”

“Will there be enough for my children to do?”

“What are the roads like? Will I be able to drive there, and up the mountain?”

“What will the temperature be like?”(at any time of year)

Knowledge of the Snowy MountainsThis low knowledge translates to concerns and acts as a barrier to consideration


Awareness and knowledgeSummary

The Snowy Mountains performed well on prompted awareness with 90% of respondents recognising it as a destination for a holiday or short break.

The ski-fields of Thredbo (94%) and Perisher (91%) were the destinations with the highest prompted awareness, followed by Mount Kosciuszko (89%). These were also the destinations most commonly associated with the regions.

Of the activities available in the region, skiing (88%) was clearly the one for which there was greatest awareness. However, only 38% of respondents cited an interest in this activity.

Sampling local food and wine (64%), touring small towns (63%) and visiting caves (53%) were the Snowy Mountains activities in which most interest was shown. However, awareness of these activities was not great.

Despite strong prompted awareness, the Snowy Mountains is not top of mind as a domestic holiday destination with just 3% of respondents nominating it unprompted as a place for a domestic holiday or short break. Knowledge of the region was relatively limited outside of loyalists.

The combination of not being top of mind and limited knowledge act as barriers to consideration of the Snowy Mountains as a holiday or short break destination.

Perceptions of the Snowy Mountains


Top of mind associations with the Snowy MountainsThe winter season is top of mind, with a high level of associations with the cold and snow. However, mentions of the nature and scenery are fairly strong.

Q8: Thinking about the Snowy Mountains region as a destination for holidays/ trips, what comes to mind?Base: All n=1,200Web program highlights the most popular words used


Top of mind associations with the Snowy Mountains Mainly positive associations, however some mention of expense, and the temperature can be a plus or a minus point. Clear differences in associations between the visitor groups – wider associations and much more evocative language used by loyal visitors

49%

45%

33%

32%

27%

17%

15%

14%

14%

11%

8%

7%

7%

6%

6%

6%

6%

5%

5%

5%

5%

5%5%

SNOW / WEATHER

ACTIVITIES

Snow / snow in winter

Skiing

SCENERY

NEGATIVE MENTIONS

Cold / cold weather

FUN / RELAXATION

ATTRACTIONS, towns/ events

Scenery / countryside

OUTDOORS

Mountains / mountain scenery

FAMILY / FRIENDS / PEOPLE

Hiking

Open/ log fires

FOOD / DRINK

ACCOMMODATION

Walking / walking tracks

Snowboarding

Nature / get in touch with nature

Chalets / warm cabins /ski lodge

DESTINATION

Expensive / pricey

“skiing and snow and cold” Non visitor

“I enjoy the Snowy Mountains in Summer and Autumn.

Plenty of walking tracks, good accommodation,

interesting places to visit and a chance to get away from

everything and relax” Loyal visitor

“Mt Crackenback and Thredbo. Cold weather beautiful

scenery and good walking areas in summer. Ski lifts and

good fishing”. Loyal visitor

“skiing and lovely white snow” Recent visitor

“nature, great outdoors, highest Aussie peak, always

cool” loyal visitor

“snow, skiing, bush walking, trees, mountain views,

national park, food, wine” lapsed visitor

“skiing and expensive accommodation” non visitor

“Fun, adventure, family, outdoors, snow, skiing, relaxing,

eating, lots of people” loyal visitor

Q8: Thinking about the Snowy Mountains region as a destination for holidays/ trips, what comes to mind?Base: All n=1,200 Bar chart shows coded/ grouped responses Capital letters show aggregated groupings/ netted responses


Positive associations with the Snowy Mountains

COLD, SNOW ESCAPE, UP CLOSE TO NATURE

• Snow falling• Sound of chairlift going

over pylons• Keeping warm/ cosy• Log fires in chalets,

rugs, gluhwein, warm beds and thick blankets

• Cooler seen as a positive in the summer (although generally a negative for some)

• Escape from the chaos of the concrete jungle/ rat race

• De-stress, get away from it all

• Uncrowded, peaceful, silence

• Fresh air, stars• Wilderness• Wildflowers, brumbies

“I would love to go and hang out with the locals up there” (Sydney non-visitor)

“I don’t go walking with a group of people, I just want to be out there by myself” (Canberra Snowy Mountains visitor)

“I think of going skiing with my Dad as a kid” “Sunny days when you are out in the snow”

“The scenery, it takes you right back to Banjo Patterson, right back to the roots of the country really. It’s just stunning.” (Canberra visitor)

ACTIVITIES

• Skiing, snowboarding• Fishing, horse riding,

mountain biking• Hiking, Mount

Kosciusko• Adventure, natural high• Camping• Events – biking, jazz• Photography• Apres ski, party

atmosphere

REAL AUSTRALIA

• Man from Snowy River• Touring route down to

Victoria• Village atmosphere• Country towns and

pubs, cottages, local food

• Back to basics• History, gold country• Snowy Hydro



How does experience of the Snowy Mountains affect perceptions of it?Higher ratings among visitors. The gaps in scores indicate key areas of opportunity. Value is an area where even visitors are not particularly positive. Some potential to entice lapsed visitors back in the non-snow season.

Recent visitorsNot visited Snowy Mountains

A place where you can get away from it all

Easy to organise a trip there

An exciting holiday destination

A year round holiday destination

I would seriously consider visiting in non-snow season

Offers plenty to do for people like me

I would seriously consider visiting in winter season

Is good value for money for trips/ holidays

Base: Snowy Mountains visitors (n=827), Non-visitors (n=373) Statements ranked on Snowy Mountains overall performance

Source:Q10 Please use the scale provided, where 1 means strongly disagree, and 5 means strongly agree. Chart shows mean score.

Largest gaps in perceptions between visitors and non-visitors highlight opportunities for positioning and communications

Lapsed visitors


The key negative perception of the Snowy Mountains is that it is seen as ‘expensive’. This association acts as a barrier at two points in the purchase funnel:

At the consideration stage – it stops the Snowy Mountains entering the consideration set. This may be based upon actual knowledge/ experience or hearsay.

At the planning stage – potential visitors may start to look at options/ prices, but decide that it is too expensive/ does not offer good value.

This perception exists both among visitors and non-visitors (who may or may not have direct experience/ have seen prices for trips). It is mainly linked to the snow season, however it clouds perceptions of the destination on the whole, affecting the non-snow season as well. This is further exacerbated by the fact that people tend to assume that inland destinations may be cheaper than coastal destinations, as they are less popular.

The high cost differential between peak and low season prices can contribute to snow season visitors feeling that they are being ‘ripped off’.

People acknowledge that a ski holiday may be more expensive than other trips, due to the number of elements involved (eg equipment hire, lift tickets etc). This means that there will be some who will not consider a ski holiday, or who do not ski some years due to financial/ lifestage circumstances.

There is a perception that the cost of the different elements ‘all adds up’. Unexpected costs (eg National Parks fees) are particularly unwelcome.

In line with the more general trend towards overseas holidays, skiers are also increasingly travelling overseas in favour of domestic destinations. The fact that overseas destinations are perceived to offer better value, is a key driver of this. Media articles such as this only exacerbate the situation http://afr.com/p/national/offshore_ski_fields_heat_up_91zUOz28PO7uPNH03R1PXL

The most direct, and most used, comparison for ski holidays is New Zealand. Tourism NZ has been very active and successful at targeting Australian skiers and promoting the benefits of travelling there for a holiday during the snow season. This is discussed further on slide 44.

The Snowy Mountains – poor value for moneySnow season perceptions



Perceptions of the Snowy Mountains Summary

The winter season, snow, cold and skiing were the attributes most commonly associated with the Snowy Mountains by study participants, although scenery and nature also regularly came to mind.

Perceptions of the Snowy Mountains varied between visitors and non-visitors. Non-visitors were much less likely to consider the region an easy place to organise a trip to; an exciting holiday destination or offering plenty to do.

Among a number of statements about the Snowy Mountains, value for money was rated least favourably. Many perceived the region to be expensive which acts as a barrier to travel at the consideration and planning stages.

Competitive set for the SnowyMountains


General travel competitor set

Anywhere that offers a needs-based package and a solution to a travelling problem

The coast – QueenslandThe coast – NSW South coastThe coast – NSW

Tasmania, other inland/ country destination

Sydney Canberra Brisbane

New Zealand – snow New Zealand - snowNew Zealand, Japan, Victorian snow fields - snow

Comparative package deal price destinations during winter e.g. Vanuatu, Fiji

Low cost carrier destinations – eg for city breaks/ the start of a touring trip

Overseas destinations for culture/ exploration/ activities

“What would stop people (in Queensland) from going to the Snowy Mountains in summer?”“Distance. Conditioning…Summer = beach. That’s what we’re conditioned to”. (Visitor, Brisbane)

A large number of destinations were mentioned by respondents as being visited and considered, however there were a number of key themes:

Snow season

Non-snow season

Year round

Note: This slide is based upon findings from the qualitative phase.

The rest of this section looks at the competitive set for firstly the snow, followed by the non-snow season.


Snow season: destinations visited New Zealand is the most popular competitor ski destination, with just under a half of skiers trying other places

52%

22%

17%

10%

14%

Only been to the Snowy Mountains

Destinations in New Zealand

Other destinations in Australia

Destinations in Japan

Elsewhere

Q16A. Which, if any, of the following activities have you done on trips to the Snowy Mountains region?Q23. Other than the Snowy Mountains, are there any other destinations you have been to ski/ snowboard in the last two years?Base: Skiers n=139

12% had been on a ski/ snowboarding trip in the last 2 years

This was highest among:

Aged 18-34 (21%)

Singles (16%)

Full time/ part time workers (16%)

Higher incomes (17% among those with household income $100k+)

Those taking both overseas and domestic holidays (19%)

However a far higher proportion (32%) had ever skied at the Snowy Mountains

Those who had skied there in the past but not recently tended to be older age groups, families or empty nesters

Of those who have skied in past 2 years:


Snow season: reasons for skiing elsewhere Wanting to travel overseas/ try somewhere new are key drivers for choosing other ski destinations. However specifics relating to snow quality, ski area and value also play a role.

19

15

6

18

22

24

25

25

28

42

45Wanted to go overseas

Wanted to go somewhere new/ different

More reliable snow

Larger ski area

Offered better value for money

Better cultural experience

Got a cheap deal on flights

Package offering good value flights & accom

Better/ wider variety of off-slope activities

Lift tickets offered access to more ski areas

Part of a group/package with friends / family

Q24 Why did you choose to visit that destination/ those destinationsBase: Those who have skied elsewhere in last 2 yrs n=67

Value comes in the middle of the list

– however as we have seen, most if

not all of these elements are linked

to perceptions of value.

Clear promotion of unique benefits

of the region (eg slopeside

accommodation), deals, packages

and activities are all important.

Offering combined ski area lift

tickets could also enhance

perceptions of value (dependant

upon prices).


Snowy Mountains

Queenstown


Would seriously consider visiting in summer/ non-snow

A year round destination

Would seriously consider visiting in winter/ snow

Base: Total sample (n=1200) Statements ranked on Snowy Mountains performance – from top and clockwise

Source:Q10

Please use the scale provided, where 1 means strongly disagree, and 5 means strongly agree. Chart shows mean score.

Plenty to do for people like me

Place where you can get away from it all

Good value for money

Exciting holiday destination

Perceptions of the Snowy Mountains vs Queenstown The Snowy Mountains lag behind on a number of factors – all of which will contribute to the lower rating for value.

Raising awareness of activities available will go a long way to addressing many of these perceived shortcomings.

Highlights top 2 factors in driving perceptions of offering value for money


Value: Perceptions of the Snowy Mountains vs New Zealand for skiing

All of these factors add up to making people feel that they get ‘better value for money’ for the experience offered in New Zealand relative to the costs involved

More reliable/ ‘better’ snow

Concerns that the skiing experience won’t be as good in Australia“Our snow is wet, so it doesn’t ski, whereas New Zealand snow is dry. It hits the skis

better, you can go faster” (Brisbane non-visitor)

More non-ski activitiesQueenstown vs Jindabyne

Year-round destination, suits/ appeals to ‘people

like me’

What is there to do except for skiing? New Zealand is seen to offer a range of interesting activities/ elements that meet peoples needs, helping it to be seen as more exciting, and more of a year-round destination. Combining the trip with some time touring in New Zealand is also appealing.

“At Queenstown you have all these activities to do – wine, food, bungy – but the Snowys don’t have that”

“They [the Snowy Mountains] don’t have bungy jumping, white water, exciting things. Or if they do they don’t market it” (Sydney non-visitor)

“The summer is for seniors, it is daggy” (Sydney visitor describing the Snowy Mountains)

Easy to get there Direct flights to Queenstown have brought down the time required to get there, while the drive from Sydney/ QL to the Snowy Mountains is long and tiring – especially if you have children. Getting on a plane is seen as exciting for children in particular

The overseas factor Getting to travel to an overseas destination as well gets an extra tick in the value box

“By the time you drive to the airport, go through customs, get the flight and get there, it takes the same amount of time as it would for the Snowy Mountains….You are getting a different

country and it is cheaper when you are there…”

“It’s where the real skiers go”

Perception that those ‘in the know’/ experts are more likely to go to New Zealand“When you talk to people that are really into snow skiing, they don’t go to the Snowies. They either go to New Zealand or further afield. My sense is that it is a nice place to visit, but if you are really

serious about skiing, you’ll go somewhere else” (QLD non-visitor)

New Zealand is perceived to offer:

A better skiing experience

Lower costs on arrival Perceptions that costs once you arrive are lower (lift tickets, eating out etc)



Snowy Mountains

Blue Mountains


Would seriously consider visiting in summer/ non-snow

A year round destination

Would seriously consider visiting in winter/ snow

Base: Total sample (n=1200) Statements ranked on Snowy Mountains performance – from top and clockwise

Source:Q10

Please use the scale provided, where 1 means strongly disagree, and 5 means strongly agree. Chart shows mean score.

Plenty to do for people like me

Place where you can get away from it all

Good value for money

Exciting holiday destination

Perceptions of the Snowy Mountains vs the Blue Mountains The Snowy Mountains lag behind on a number of factors – all of which will contribute to the lower rating for value.

Raising awareness of activities available will go a long way to addressing many of these perceived shortcomings.

Highlights top 2 factors in driving perceptions of offering value for money


Non-snow alternatives – Tasmania and inland/ country destinations

Tasmania was mentioned as being appealing/ had been visited by research participants across the Snowy Mountains target audience. This is a destination which has been particularly successful in recent years (the only Australian state/ territory which increased its number of visitors and visitor nights in the year from March 2009 to March 2010 according to NVS data*).

The main attraction to Tasmania was cited to be “the variety of experiences” on offer. These are similar to many of the experiences on offer in the Snowy Mountains:

Food and wine

Road trip experiences

The people

The popularity of Tasmania highlights the fact that there is a strong market for the type of holiday which the Snowy Mountains can offer, once that knowledge of what is available has been developed.

It is acknowledged that Tasmania has a strong marketing budget, however its success at growing visitor numbers, despite perceptions that the region has a colder/ less temperate climate than the rest of Australia – an issue which the Snowy Mountains shares – is promising for the region.

“Tassie, I’ve got to go to Tassie”“We drove all over Tasmania…everything is accessible…and the pace of life is about 10 years behind

Australia. You walk into a shop and about half an hour later you're trying to say I've got to go. Very friendly, it’s lovely” Brisbane non-SM visitor

“We ate our way around Tasmania” Brisbane non Snowy Mountains visitor*NVS report March 2010: Overnight visitors and visitor nights by state/ territory visited: year ending March 2010 compared to March 2009

History

What Australia used to be like

Local country towns



Competitive set for the Snowy Mountains Summary

For skiing, the Victorian snowfields, New Zealand and Japan were identified as the main competitors for the Snowy Mountains. Of those who had skied in the past 2 years, just over half (52%) had only been to the Snowy Mountains.

The main reasons for skiing elsewhere were to go overseas (45%) and go somewhere different (42%). However, specifics relating to snow quality; ski area and value were also commonly mentioned.

In comparison with Queenstown (NZ), perceptions of the Snowy Mountains lagged behind for a number of indicators including value for money; lots to do and as a year round destination.

Vanuatu and Fiji were cited by many as comparable package deal destinations during winter, while coastal destinations along the New South Wales and Queensland coast were regarded as key summer competitors.

Year round, Tasmania, low cost carrier and overseas destinations were among those frequently mentioned as competitors to the Snowy Mountains. The Blue Mountain was perceived as offering better year round appeal and value for money; and more to do.

From consideration to booking:The travel decision-making process –dreaming and planning


From consideration to booking: Opportunities for the Snowy Mountains

Our research process uncovered a number of potential opportunities/ refinements which we believe offer potential for the Snowy Mountains to maximise its impact at this stage of the travel decision-making process.

Within this stage of the process, there is typically: A trigger to decide to take a holiday A consideration process of the options/ seeking inspiration A planning and booking process

This section discusses these stages, highlighting opportunities for the Snowy Mountains at each.

Heard of BookingIntention/ Planning

ConsiderationTop of mind

Knowledge Visitation


Destination consideration and visitation – Snowy Mountains vscompetitorsA clear gap between consideration and visitation of the Snowy Mountains

48%

47%

42%

33%

24%

23%

6%

21%

37%

35%

9%

17%

48%

53%

49%

13%

45%

31%

29%

15%

South Coast NSW

Hunter Valley region

Byron Bay/ Northern Rivers region

Snowy Mountains region

Blue Mountains region

Central Coast NSW

Victoria's High Country

Mount Tamborine

Darling Downs/Toowoomba

None of theseConsider next 3 years

Visited past 5 years

S9a/b. Please indicate which of the following areas you have visited for a holiday/ trip in the last 5 years / would consider visiting for a holiday/ trip in the next 3 yearsBase: ALL respondents n=1200 Ranked by considerationNote: Screening criteria boosted number of Snowy Mountains visitors therefore the visitation % will not be representative of total visitation

Snowy Mountains consideration by

sub-group

Among visitors: 52% (ever), 75%

(recent)

Among non-visitors 38%

Respondent region: Canberra 57%,

Sydney 50%, Brisbane 37%

The Snowy Mountains performs relatively well compared to competitors on the basis of consideration. However when actual

visitation numbers are examined, there is clearly a disconnect. Something is preventing potential visitors from actually coming to

the region (despite a boosted level of visitors in our sample). What is driving this gap and how can the potential be captured?

As this also appears to be an issue for Victoria’s High Country, it is hypothesised that the costs/ potential costs of a ski

holiday are acting as the key barrier.

Consideration for the Snowy Mountains is highest among those living closer to the region, and visitors (particularly recent ones).

This section looks at how the Snowy Mountains should maximise the potential from the consideration to booking process to

investigate how best to bridge the gap.


Consideration to visitConsideration to visit in the summer is higher. Consideration is also highest among previous visitors. How can this potential be most effectively tapped into?

Base: All n=1,200Source: Q13a, b How likely are you to visit the Snowy Mountains region in the next 2 years for a holiday/ trip/ weekend away?A In the summer/ non season B In the winter/ snow season

21%

20%

28%

38%

12%

10%

10%

11%

29%

22%

Non-snow season

Snow season Very likely

Quite likely

Quite unlikely

Very unlikely

DK

Likelihood to visit in the snow season is highest among: previous visitors to Snowy Mountains (37% likely/ quite likely

vs 24% of those never visited). Highest among those who have already visited in snow, and skiers (50%)

Likelihood to visit in the non-snow season is highest among: previous visitors to Snowy Mountains (45% vs 26% of

those never visited). Highest among those who have already visited in non-snow


From consideration to booking: triggersHoliday triggers among our respondents included:

Direct Triggers

Electronic Direct Mail (EDM)/ other marketing/ seeing a package that meets needs

EDMs offer an opportunity to by-pass the active consideration phase and move travellers straight to booking. EDMs from airlines, particularly Jetstar, were most likely to be mentioned

Packages also play a key role at this stage (more detail on this is covered on slide 59).

Events also offer an opportunity here for the Snowy Mountains – particularly for the non-snow season, for younger segments, and the more local market.

The beginning of the snow season is also an event in itself

Situational Triggers

Annual Leave Holidays -Christmas, Easter or other holidays

Events, e.g. weddings, birthdays

or festivals

Reaching exhaustion

point/ need toescape

Seasonal activities eg

skiing

“It sounds quite funny but the promotion stuff [on the news when it snows] gets everyone quite excited about the snow. You kind of think, let’s plan something...” (Canberra visitor)



From consideration to booking: The consideration/ planning processSki holidays are perceived to be harder to organise than most domestic trips – making this stage as easy as possible will help potential visitors to choose the Snowy Mountains rather than competitor destinations.

Once the Snowy Mountains has reached the consideration set, it is vital that it maximises its impact, in order to convert potentials to actual bookings. Providing a ‘call to action’ alongside the region’s branding message is key to persuading consumers to act. This may be in the form of a link to the website, an example package, or an offer or ‘go to’ information from a partner. It is vital that it is clear and easy for potential visitors to plan a trip to the region (at any time of year). Our research found that the internet was the key information source used by the study participants to plan holidays. Note: inspiration for destinations often comes from other sources (eg recommendations, Getaway etc).

Generally most study participants do little advance planning for domestic holidays – short breaks in particular. Exceptions included:

Families – need to ensure specific accommodation needs are met/ school holiday periods.

Planning ‘pro’s’ – for some people, this is a key part of the anticipation of their trip. They enjoy building the perfect trip, and the challenge of finding cheaper options than packages advertised. Retired travellers also tend to have more time to spend on this.

Participants accepted that going to the Snowy Mountains during the snow season was an exception – high season weekends and large groups need to be organised in advance.

It is also acknowledged that, compared to other domestic trips, ski holidays involve more elements requiring organisation (eg lift passes/ ski lessons), and more gear.

The fact that it may be more expensive than other trips adds to the level of risk attached to getting it wrong (and therefore stress for the party organiser)

Varying/ not guaranteed snow conditions also impact significantly on the enjoyment of the trip, adding to the risk

If a participant knew a ‘ski expert’ who was organising a trip, they often left it to them to organise it.

This perception that a ski holiday requires this level of knowledge/ expertise to plan it acts as an additional barrier to the costs involved in deterring non-skiers from taking up the sport.



4236

33

33

21

1918

15

11

9

7

7

6

6

6

43

2

1112

Search engines (e.g. Google)

Roadmaps/ other maps

Word of mouth recommendation

Websites for info on transport/ accom/ activities

Local or government tourism websites

Holiday/ tour brochures

Motoring assoc info eg NRMA magazine

Other types of websites

Spoke to operators directly – eg phoned hotel

Travel magazinesNewspaper editorial/ articles

Guidebooks

TV travel shows eg Getaway

Online newsletters/ email updates

Comparison/ review websites e.g. Trip Advisor

Travel agent

Travel events/ expos

Mobile phone applications

Other (specify)

Did not use any sources of information

Q19 When you were planning your trip to the Snowy Mountains, what information sources did you use?

Information sources used while planning trip to Snowy MountainsSearch engines and maps are key for planning to the Snowy Mountains. Are there opportunities to partner with motoring organisations/ other map providers?

Information sources on maps/ motoring information

were particularly likely to be used by Snowy

Mountains visitors (compared to those for domestic

destinations generally), reflecting concerns about

road conditions in winter, and lower knowledge of

access to and around the region.


Q19a If you used any search engines, pleas type in the words or phrases you typed in when searching for information or websites Base: All recent Snowy Mountains visitors (past 5 yrs) (n=245)

A sample of search terms used (not ranked, and as typed by survey participants): Snowy mountains

Thredbo ski

Snowy mountain holiday deals

Holidays in NSW for families

Snowy mountains accommodation

Selwyn snow fields

Snowy mountains visitor information

Jindabyne accommodation, perisher

Thredbo walking Mt Kosciusko

Ski holiday perisher

What to do at snowy mountains

Ski holidays new south wales, victoria

Maps of Snowy mountains

What to include in a snow mountain holiday

Information sources used while planning trip to Snowy MountainsSearch engine marketing and optimisation are vital to ensure that potential visitors can easily find the information they are seeking.

“Initially we look at the general sites, the touristy sites. Then we try to go a little bit off that and get on forums and blogs and things like that, so we get more of a realistic thing…what it’s like if you’re a person who’s been there” Non-visitor, Brisbane


Feedback on the current internet information and collateral material included:

There was a feeling that ‘useful’ information on the Snowy Mountains (and other regional destinations) is difficult to find:

“It’s a mish-mash of websites” Sydney non-visitor

“the information is fragmented and not easy to find…I’ve found it difficult and time consuming” Brisbane participant planning a trip to the Snowy Mountains

“None of the photos are big enough to have an impression on me” Non visitor, Brisbane

Lack of specific information, particularly on what to do once you get there/ how to link it all together in a trip:

“More about places to go actually, not actually the towns, but like Yarrangobilly Caves or Bluewater Holes…and how to get to them. Not just saying there are walking trails, but where are they, how do you get to them, what time

of year can you do them, the different difficulty levels. So saying this is a half day or whatever. You can drive at this time of year or you need chains or whatever” Canberra non-visitor

Lack of real-time availability and often pricing is frustrating – and will lead to losing potential visitors:

“I want to be able to see if the availability is there, and if so, book it” Sydney non-visitor

Feedback on the online experience for planning a trip to the regionThe information available online is felt to be hard to find, and is not meeting travellers’ needs

Travellers are switching to a completely different type of trip if they find that organising a trip to the Snowy Mountains is ‘too hard’



From consideration to booking: The role of packagesPackages offer a number of benefits during the decision-making process. They are seen as: A source of inspiration: a means of raising awareness of activities/ itineraries/ options. This is particularly key.

“Being able to go to the peak of the highest point in Australia in a day and be back in your hotel room” Non visitor, QLD A benchmark for cost comparisons. Some will compare and contrast different packages, while others see packages

as a challenge to ‘beat’ by organising components separately themselves A means of making life easier for:

Planning and booking – ensuring that all of the relevant components have been considered. This is particularly welcomed when a trip is seen as ‘difficult’ to organise – and as discussed a ski trip falls into this category, particularly for first-timers and families.

The trip itself“…here’s your park pass, you can get in and out as much as you want. Just those little things and you can still do everything you want to do, you don’t have to do that extra worrying and organising before you go…Make that easier”

Non visitor, Brisbane“You got there, your lift tickets were provided, your skis were provided, your pants were provided. Literally you rocked

up with the clothes that you wanted to wear. Everything else was provided for you which was great because I'm not the sort of person to go out and buy all those winter clothing because I live in Queensland” Brisbane, non-visitor

A means of budgeting – predictability of costs is welcomed. Inclusions and exclusions should be clearly stated. A means of highlighting the value offered by the destination. It should be mentioned that offering packages does

not have to mean offering discounts (although they are obviously appealing!) However, people generally expect that the price of a package will not exceed the sum of its parts.

However, packages are not appealing to all travellers, with many seeing them as restricting. In order to maximise appeal, packages should: Offer a degree of flexibility– for example ‘build your own’ packages, enabling travellers to select the elements

which are relevant to them – eg equipment hire/ type of activity involved/ ski lessons. Be tailored for specific segment(s) of the market – eg families/ beginners/ nature lovers



Feedback on packages on offer and collateral


Ski New Zealand package from website:

Package comparisons and feedbackUpon first glance, the package for the Snowy Mountains appears more expensive. Further feedback includes making information easy to find.

http://www.ski-newzealand.co.nz/

Perceived cost per night

TSM package from website:

5 nights from $1,025*

*Includes accommodation, lift passes, equipment hire, lessons. Some packages include food.

Includes flights, transfers, accommodation, transport to snow.

7 nights from $1,264

$205

$180

The packages include different elements, making it hard to compare. However showing a package offering accommodation + lift pass + Parks fees only will help to demonstrate lower prices. Help people to build their own packageto meet their needs. Dell style – starting with the basics (above), then optional extras – eg car hire/ equipment/ lessons/ gear hire/ mealsFeedback from respondents upon the TSM website and packages included: The packages need to be easy to find –the fewer the clicks required the better Online booking/ live availability is preferred. At minimum, ability to email someone to check availability Clarity regarding what is included is key. Information as inspiration – where is it/ what will the experience provide/ how will it make me feel? Important that links on the site work – egevents calendar was not available.

As part of our research, winter package options from the Snowy Mountains were compared to New Zealand:


Advertising www.smh.com.au 3 June

Tri-rotation – click through to http://www.newzealandski.co.nz

www.NewZealandSki.co.nz completely targeted at and dedicated to, the Australian market

Overall, New Zealand shows aggressive online presence, predominantly online and digital based

“Rumours are that New Zealand is cheaper to ski. The ads show what it is all about, they picture all kinds of people there, old, young, adventure, relaxing…everything seems so close” Sydney visitor

This advertising has strong emotional

appeal. It is simple and inspiring, and has a call to action.


Q26A Imagine you are planning a trip to the Snowy Mountains region in the snow season. Please look at the options below and tick the relevant box in terms of their interest to you.Base: All n=1200

Appeal of packages – winter packages tested in quantitative phaseOf the two winter package options tested, ‘Drop into Thredbo’ is most popular. Enabling website visitors to check prices/ add on equipment hire, lessons etc will assist with up-selling

Ski Free then Dine

FROM $450 per person twin share

Includes: 2 nights accommodation at the

Thredbo Alpine Hotel - 2 Day Thredbo Lift

pass- Hot mountain breakfast daily -

Gourmet dinner on one night

12% Very appealing, 32% quite appealing

Among those likely to visit in winter in N 2 yrs:

19% very appealing, 41% quite appealing

Drop Into Thredbo

From $274 per person for 2 nights

Includes- 2 nights accommodation in a

Riverside Cabin studio apartment - 2 day

Thredbo lift pass


Among those likely to visit in winter in N 2 yrs:



Q26A Imagine you are planning a trip to the Snowy Mountains region in the snow season. Please look at the options below and tick the relevant box in terms of their interest to you.Base: All n=1200

Appeal of packages - summer packages tested in quantitative phaseBoth summer packages have relatively strong levels of appeal. Packages provide inspiration and raise awareness of activities, as making holiday planning easier

Adventure in the mountains

From $245 per person twin share Includes - 2

nights Bed & Breakfast accommodation staying in

Thredbo lodge accommodation - 1 guided Mount

Kosciusko walk including chairlift ride to walk start-

point and picnic lunch - 1 x ½ day activity – choose

from mountain biking, kayaking, fishing, horse riding


Among those likely to visit in summer in N 2yrs:


Mountain Escape Package From $310 per

person twin share

Includes - 2 nights accommodation in a Gold

Mountain View Studio at Lake Crackenback resort -

1 x 2 course dinner - Hot buffet breakfast daily. - 1 x

1 hour full body massage and usage of spa facilities

for ½ day - Half day bike hire - Use of

complimentary activities including tennis, walking

trails, archery, golf, indoor pool, gymnasium.


Among those likely to visit in summer in N 2yrs:



Response to collateralA mixed response to the collateral tested, with it building awareness of aspects of the region. However, it needs to stand out from the competition to be considered.

As part of the focus groups, participants were shown a selection of existing marketing brochures for the Snowy Mountains region.

There was a mixed reaction to this marketing collateral. Generally it was relatively positive:

It told people new news – even those who have been many times before discovered things to do that they have never heard of. This was particularly the case for the non-snow season.

“Wow, I didn’t know there were cherry blossoms there, I really thought I had to go to Japan to see that” (Sydney visitor)

As well as raising awareness, the brochures re-kindled memories of destinations and activities

“I think you need to realise that there’s more than just Perisher. Like all those tiny little towns…I’ve never considered going back there on a holiday. But when you look at it, there’s actually more I could do there than

you realise” Non-visitor, Canberra

However there was feedback that it could be more inspiring. Some found it too cluttered.

“Those 100% New Zealand ads make me just want to go to New Zealand because they just show this most beautiful scenery and mountains and clear water and everything. I reckon a lot of what they’re showing, there’s

similar scenery in the Snowy Mountains, but I’m not seeing it in these photos” Non visitor, Brisbane

The collateral is successful at conveying new news. However there is potential to make it more inspiring, and work needs to be done earlier in

the decision-making process to grow demand.



From consideration to booking Summary

There is a clear gap between consideration and visitation to the Snowy Mountains with 48% having visited in the past 5 years but just 21% considering a visit in the next 3 years.

Among all respondents, consideration to visit in the next 3 years was more likely for the non-snow (39%) than snow season (33%). Consideration was similar (26% non-snow and 24% snow season) but lower for non-visitors.

Search engines (for example, Google) and maps were the most common information sources used to plan travel to the Snowy Mountains. Transport, accommodation and government tourism websites were also used frequently.

In relation to online information, there was some feedback to suggest useful information is difficult to find; and specific information on what to do, how to link this all together, availability and pricing is lacking.

Ski holidays are perceived as more complicated to organise than other domestic trips, which may explain why packages appeal to many visitors. The more popular of two packages tested for the winter and summer seasons, appealed to 61% and 65% of respondents respectively.

Feedback from focus group participants on existing brochures for the Snowy Mountains was mixed. There was a general view that they raised awareness and provided useful information on things to do, but could be more inspiring and less cluttered.

The Snowy Mountains experience:feedback from visitors


Q15: Thinking about your last trip to the Snowy Mountains region, which destination(s) did you visit?Base: All Snowy Mountains visitors (ever) N=827

Mean no. of towns visited: 2.9 Highest among: older age groups (3.5), those from regional NSW (3.5), non-skiers

(3.1), recent visitors (3.1)

Destinations visited on last trip to the Snowy MountainsFive destinations are particularly key (and all at the southern end of the region). Clear variations between summer and winter visitation.

32%

23%

8%

8%

7%

42%

19%

58%

58%

48%

27%

4%

26%

25%

13%

11%

7%

44%

47%

50%

7%

2%

Thredbo

Perisher

Jindabyne

Cooma

Kosciusko National Park

Tumut

Selwyn

Mount Kosciusko

Adaminaby

Charlottes Pass

Tumbarumba

Snow visitors

Non-snow visitors


28%

26%

24%

17%

15%

13%

12%

8%

8%

6%

5%

39%

48%

18%

17%

11%

7%

5%

3%

5%

2%

2%

9%

2%

30%

17%

20%

18%

18%

12%

11%

10%

8%

Wanted to see the snow

To go skiing/ snowboarding

Had been before and wanted to re-visit

Recommended by friend/ family/ colleague

Wanted to get away from it all

Visiting friends and relatives

Part of a touring route/ on way elsewhere

The activities on offer

To visit the Snowy Hydro scheme

To hike up the tallest mountain in Aus

To see the wildflowers

All

Snow visitors

Non-snow visitors

Q16: Thinking about your last trip to the Snowy Mountains region, why did you decide to go there, rather than to any other destination?Base: All Snowy Mountains visitors (n=827)

Drivers/ motivations for visiting the Snowy MountainsSome very clear drivers for winter visitors, while summer visits have many different triggers – suggesting a more niche or targeted approach

13% among recent (L5Y) visitors

Particularly likely to be mentioned by recent (L5Y) visitors (34%)


47%

45%

44%

32%

30%

21%

15%

7%

6%

4%

4%

60%

34%

31%

20%

22%

13%

11%

4%

5%

3%

4%

21%

58%

59%

46%

40%

31%

21%

9%

7%

6%

4%


Touring / driving around the region

Visited Mount Kosziosko National Park

Hiking/ bushwalking

Went to Snowy Hydro Scheme

Climbed Mount Kosziosko

Fishing

Went to an event eg sport/ culture/music

Horse riding


Kayaking/ canoeing

All

Snow season

Non snow season

Q16A Which, if any, of the following activities have you done on trips to the Snowy Mountains region?Base: All Snowy Mountains visitors (n=827)Note: long tail list of other activities. Respondents may have visited during both snow and non-snow periods.

Mean no. of activities mentioned 2.7

Highest among:

Summer visitors (3.1) [2.1 in winter]

Recent visitors (P5Y) – 3.5

Older age groups (3.0)

Those from Canberra (2.9)/ regional NSW (3.2)

Those with higher incomes (2.9)

Activities participated in while visiting the Snowy MountainsWhile skiing dominates among snow season visitors, a number of other activities are also done, with a diverse range participated in during the non-snow periods. Raising awareness of the range of activities available is key


Impressions of Snowy MountainsAround a third find that their experience exceeds expectations, with it meeting them for the majority of others. Negative impressions based upon snow conditions, perceived poor value and lack of alternative winter activities.

Reasons for positive impressions:“Air clarity, views of the mountains and more flowers than I expected”

“It's a lovely place to visit - there's a lot more to do than what I previously thought. It is a nice change from the usual beach holiday”.

“It always takes my breath away - the ambiance and the atmosphere”

“It was a long time ago that I went there, but was the only time I visited snow in Australia and the first time I experienced snow so it was exciting”.

“I wanted to see snow and there was snow there and it was beautiful”

“It was really easy to get all the skiing supplies, and I had a lot of fun. I'd never been to the snow in Australia before, only in Europe, and I wasn't

sure how good it was going to be”

Source: Q17 Thinking about your time in the Snowy Mountains region during your last trip, which of the following best describes your impressions of it?Q18 Why do you say this? What could be done to improve the experience?Base: All Snowy Mountains visitors (n=827)

62%

60%

61%

4%

7%

5%

13%

11%

12%

20%

21%

21%

1%

1%

1%

Non-snowvisitors

Snow visitors

All Completely exceeded expectations

Somewhat exceeded expectations

Met expectations

Somewhat failed to meet expectations

Completely failed to meet expectations

Reasons for neutral/ negative impressions:“very little snow and can of coke was $5.00 from a machine” “enjoyed my time there but it wasn’t the best place i ever visited”

“hated skiing and blizzard conditions left me sitting in the coffee shop” “if you didn’t enjoy the snow there wasn’t much else to do”

Satisfaction slightly higher among recent and repeat visitors


Q20 Please provide feedback on areas of your trip to the Snowy Mountains which you believe could be improved.Base: All Snowy Mountains visitors (n=827)

“xxx”

Feedback from visitors (note: many said that everything was great, no areas for improvement)

“I was a little confused about the packages. I am not sure if they include

ski hire lift tickets etc. There also doesn't seem to be too many family

friendly places where the accommodation isn't too expensive... Plus there is also the issue of how far you are from the snow. Some places

don't actually tell you.”

“More toilet stops on the side of the road & nice area to stop for a break on

the roadside.”“Would like to see conditions of roads,

whether I need chains for tyres”.

“All the information I needed I found on the internet. Clearer accommodation descriptions would have been nice.

More pictures of the activities needed. Nothing sucks you in like a photo of

some-one else having fun!”

“Maybe a range of accommodation that suits a number of different budgets, I found it difficult to find a place to stay

including hire etc that wasn't really expensive”

“Entry to National Park is too expensive”

“Prices of lifts. Quality of restaurants on the

mountain”

“more toilets around the ski lift area”


The Snowy Mountains visitor experience Summary

Thredbo (50%) and Perisher (47%) were the most visited destinations in the snow season and were the only places with a higher rate of visitation in this season.

Visitation was more evenly spread across destinations in the non-snow season with Jindabyne (58%); Cooma (58%); Kosciusko National Park (48%); and Thredbo (42%) most visited.

Snow specific factors were the most common drivers for visitation in the snow season. Summer visits had many different triggers including a wish to revisit (30%); wanting to get away (20%); and part of a touring route (18%).

Ski activities (60%) dominated among snow season visitors. Non-snow season visitors participated in a broader range of activities.

Around one third of visitors indicated their experience in the Snowy Mountains had exceeded expectations. Rates were similar for snow and non snow season visitors.

Increasing visitation – lapsed visitors,barriers and triggers


Lapsed visitation – what is driving this?

Understanding the reasons behind this behaviour proved challenging.

For some, it was very much lifestage driven:

The profile of the ‘lapsed’ segment is slightly older, with many saying that they were no longer active enough to take ski holidays

Some had young children, and felt that a ski holiday was not appropriate for them right now

Others had older children – who they had not taken skiing. Perceived barriers cited here included: the cost, preferring beach holidays (often as perceived that they are better at ensuring there is enough for the children to do), and it all being ‘too difficult’. All of these barriers are addressable, and fundamental to ensure the growth of the Snowy Mountains as a visitor destination. Inspiring loyal visitors to pass on their love of the region by sharing it with others – eg bringing their children/ grandchildren – is key to stemming the volume of this lapser segment.

“Getting your kids into something and getting them tired so they can go off to bed and give you some peace in the evening – that’s a holiday!” (Canberra non-visitor).

The notion of a fun-packed holiday for children is currently primarily associated with the coast – however some argued that you can do that in the country

“My kids…went out and helped shear sheep…they smelt like sheep but they were exhausted, and they loved it. They get that, the country living aspect” (Canberra non-visitor).



Lapsed visitation – what is driving this? (ctd)

However we believe that there are other factors, linked to changing domestic holiday-taking behaviour, which also play a role here. TNS Travel & Leisure’s DomesticateTM study (to which Tourism Snowy Mountains subscribed in 2009) covers this in further detail. These include:

Overseas holidays rising in popularity due to easier access and perceived better value (this has already been discussed to some extent in reference to New Zealand)

The rise of low cost carriers (LCCs), offering very competitive prices for easy access for destinations close to airports. This has raised the popularity of competitors at the expense of the Snowy Mountains.

A decline in the popularity of driving holidays, although they remain very popular among some segments. This is partly driven by the LCCs, as well as fuel price increases (to some extent mitigated now).

A social change: the increasing perceived lack of free time, leading for a need to do things more quickly/ pack them into a shorter space of time. This has been one of the factors leading to shorter trips, and the need for people to ‘get there’ sooner (helped by LCCs). In the context of driving trips, this means more direct roads with less detours (for example staying on the main highway rather than deviating via the Snowy Mountains.

The Global Financial Crisis has clearly also played a role in impacting holiday behaviour within the last year or so, and the fact that ski holidays are perceived to be expensive means that they are a key potential trip to be cut by those budgeting. Communicating the value of what is offered by the destination is clearly vital.

The cruise segment has boomed over this period, a large part of its appeal being driven by the value which it is perceived to represent. The all-inclusive packages offer a means for potential visitors to budget easily. There are learnings from this segment which the Snowy Mountains can use.



Distance – from Sydney/ Brisbane is a barrier for some (particularly for families). Also a perception that New Zealand has ‘got easier to get to’.

“reluctant because it is 6 hours from Sydney…it is a mental barrier for me” (Sydney non-visitor)

“For me, the distance (to the Snowy Mountains) is an issue. It is just an extra few hours, but it would really have to provide something compelling.” (Sydney non-visitor)

Logistics – as well as the perception is that it is too hard to get to, there are concerns about the roads and getting around once there

“Sometimes it’s hard work getting there. Like, if you have to drive your car and park at the ski tube and then get the ski tube, you have to get all your gear on the ski tube. I’ve thought about staying at Perisher a few times but

you can’t park there overnight. So the thought of getting your suitcase and your skis and your warm weather gear on and off the thing is too complicated….Then when you book accommodation at Thredbo they’ve got such limited

car spaces so that put me off staying overnight on the snow as well, but also the hassle of driving too and from Jindabyne is you know, is another hassle. So that’s why I just have done the day trips for winter in the past”

(Canberra visitor) Crowded during ski season – hard to find accommodation, roads become crowded

“being school holidays, it’s hard to get accommodation or there’s that idea that it’s too hard and too expensive…also when I’ve been up there it’s like there’s 10,000 kids going down the mountain and it’s the last

thing I feel like on my holiday” (Canberra, visitor).

Barriers among current non-visitors – other factors mentioned in the qualitative phaseIt’s all too hard!


3029

25

25

23

24

18

15

9

6

6

5

3

2

2

1

19

Hadn't thought about going there

It is expensive

Don't like the cold/ it is cold there

Don't know much about it

Only think of it as a winter destination

I would like to go there

Not my type of trip - rather go for relaxing holiday

It's too far away/ hard to get to

Inland dests less interest – rather go to coast

It's not a destination for older people

Am planning a trip there

There isn't enough to do there

It's not a destination for families

It's not a destination for young people

Accommodation is booked out there

Snow not as reliable/ better quality elsewhere

It's hard to find accommodation there

Other (specify)

Q21 You say you haven’t visited the Snowy Mountains region for a holiday/ break. Why is this?Base: Those who have not visited the Snowy Mountains N=373

Barriers among current non-visitorsMost of the current reasons for not visiting are linked with low awareness and poor perceptions of value

Most of these barriers are not insurmountable:

• Getting into the consideration set by raising

awareness, particularly of non-snow activities. Maximise

PR opportunities.

• Highlighting the activities and benefits of the region, as

well as putting together value package offers.

• Highlight the benefits of the region – nature, escape,

country holiday, Mt Kosziusko, skiing USPs

• Make it easy for people to plan a holiday there


38

25

16

13

12

12

10

10

9

7

7

6

5

5

5

DESTINATION INTEREST

WEATHER/SNOW/SNOW ACTIVITIES

LOCATION / TRANSPORT

Other places I would prefer to visit

AFFORDABILITY

Doesn't interest me / not appealing

Too cold / dislike the cold

COAST / WARMER WEATHER

AGE/ LIFESTAGE

Too expensive/ skiing is too expensive

Too far away / location

Can't afford to go / no funds

Whole point of going to Snowy Mountains is for snow

Would rather go to the beach

Have visited previously in summer

Q13c Why do you say that you are unlikely to visit the Snowy Mountains region for a trip in the non-snow season?Base: All unlikely to consider visiting in non-snow season N=586Note: long tail list of other responses. Capital letters represent netted responses.

Reasons unlikely to visit in non-snow seasonRaising awareness of what is on offer in the non-snow season will assist to counter the perception that ‘it’s not for people like me’ in the summer

“Holidays aren't the main priority right now and we'd rather

go for the snow season than the summer season.”

“Because I don't really know what the place has to offer

during the non-snow season, it is always promoted to me

as a winter place, the two times I have been I have enjoyed

the snow and didn't look into the other activities offered”.

“Rather go to the beach”

“In the non-snow season, if I want to do hiking/walking, I

will probably choose Blue Mountains as it's nearer. Driving

to Snowy Mountains takes about five hours from Sydney

city and it's not so convenient for me”

“Without the snow it wouldn’t be my kind of place. A bit dull

perhaps and I could think of other places I would rather go”


32

31

28

25

20

16

10

10

8

7

4

5

31

39

31

25

21

19

17

9

13

5

7

6

31

More information on what there is to do there

Packages aimed at people like me

More information on accom/ where to stay

More info on practicalities- temp/ clothing/ costs

More information on transport/ how to get there

More information on itineraries/ touring routes

Easier to book accommodation in advance

More info in travel press (newspapers, mags, TV)

Already considering going there/ planning a trip

Easier to book activities in advance – eg onlinecentral booking service

More affordable / cheaper prices

Other

Nothing

Snow season

Non-snow

Q22 What would make you more likely to visit the Snowy Mountains: In snow season / In non-snow seasonBase: Those who have not visited the Snowy Mountains N=373

Potential levers (snow and non-snow season visitors)Further information and packages/ making the planning process easier are key


Lapsed visitors tend to be older, with many now looking for less active holidays. Another lifestage group who can fall into this lapsed category is those with young children, or older children who they had not taken on ski holidays.

Other factors likely to have played a role in people no longer visiting the Snowy Mountains included:

A decline in domestic holiday taking generally, with overseas holidays having become a lot more price competitive

Many of the domestic destinations which have successfully attracted visitors over this period are those well placed to take advantage of the rise in low cost carriers. The Snowy Mountains does not fall into this category.

Factors cited as barriers by those who had not visited the region included it not being top of mind, perceptions that it is expensive, that it is cold, and not knowing much about it. In addition, many of those from the Sydney and Brisbane markets felt that it was too far away/ hard to get to.

In the non-snow season, key barriers were a lack of interest in the destination compared with other regions –primarily fuelled by a low awareness of what it offers. There is also a perception that it is cold (even in the non-snow season), and expensive.

Key ways mentioned by participants as potentially increasing interest included providing more information on activities available, accommodation, practicalities and transport, and offering suitable packages.

Lapsed visitors, barriers and triggers Summary

Identifying key market segments for theSnowy Mountains


Developing the segmentation

A key objective of our quantitative research was to identify key segments of the market for the Snowy Mountains to target.

A multi-stage approach was taken in developing the segments

The segments needed to differentiate on:

Demographics – segments can be visualised and targeting of segments is easier

Travel behaviour, attitudes towards travel – and specifically the Snowy Mountains –not all demographic groups have the same attitudes, therefore should be taken into account

Hierarchical clustering of key attitudes was utilised to segment respondents based upon their attitudes towards travel and the Snowy Mountains

Five segments were identified. The next few slides describe them in more detail.


Stay at homes

Young active explorers Growing older but staying active

Taking it easy

Family fun-time

Introducing the segments:


Sizes of the segments

16

24

17

1524

Young active explorers

Growing older but staying active

Taking it easy

Family fun-time

Stay at homes

Base: All surveyed. Note: to qualify, respondents had to meet a number of criteria in terms of travel behaviour and interests


Non-snow only24%

Snow season

only39%

Both - and last non-

snow22%

Both - and last was

snow14%

Q14 At what time of year have you visited the Snowy Mountains region?Base: All Snowy Mountains visitors (ever visited) (n=827)

Note: this is indicative and shows

biases only – i.e. Members of all

segments fall into all categories, this

highlights when they are most likely to

visit. Young active explorers over-index

in both ‘both’ categories.

The season factor: time of year visited the region Visitation dependant upon interests. More active segments likely to have visited during different/ seasons

Family fun

Stay at homes

Taking it easy

Growing older staying active



Summary of segments (for further information, see appendix)


Growing older staying active

Taking it easy

Family fun time

Stay at homes

• Key target segment, highest consideration to visit – equal for snow and non-snow

• Active holiday-makers, activities are key eg skiing, hiking, camping. Sports specialists are trusted advisors.

• Plan holidays independently, relatively high spend.

• Local (ACT) skew. Many loyal repeat visitors. Some have children – help them to inspire them.

• Key target segment, strong consideration levels – particularly in non-snow

• Looking to get in touch with nature, ‘soft’ energy activities – eg touring, exploring the region, hiking, fishing

• Use high number of information sources, maps, roadside organisations

• Many loyal visitors – help them to inspire their grandchildren – learning opportunities eg Snowy Hydro

• Lower consideration for the Snowy Mountains, however they represent a potential growth segment for future.

• Communicate the value the region offers via the amount there is to do (low awareness currently) – children

won’t get bored – and the value of spending time with your children doing an activity in the open air together.

• Relevant events are also an opportunity – as is seeing snow for the first time. Packages are popular.

• Lower priority segment, however some potential for eg non-snow season coach tours

• Like to relax while on holiday, exploring and touring, food and wine are popular

• The nostalgic ‘real Australia’ country experience is appealing to this segment

• Lower priority. This segment is less likely to be taking holidays right now – saving for a house/ starting a

family may be higher priorities

• If they do travel, relaxing and indulging are key needs. Destinations closer to home are more likely to meet

these for most.

Summary & recommendations


The Snowy Mountains region faces a number of key issues if it wishes to grow visitation in both the snow and non-snow seasons:

Low knowledge of what is available to do at the Snowy Mountains, other than snow activities. It lacks a clear positioning, and is not seen as a year-round destination.

This means that is it doesn’t reach the consideration set/ is discarded as lacking enough for visitors to do

It suffers from poor perceptions on: Value for money Hard to organise a trip there (eg to source/ navigate through information) Hard to get to

FOR THE NON-SNOW SEASON, AMONG NON-VISITORS:

FOR THE SNOW SEASON, AMONG BOTH (SOME) VISITORS AND NON-VISITORS:


Recommendations to overcome challenge 1:Building knowledge and raising awareness of the region for the non-snow season

Low knowledge of what is available to do at the Snowy Mountains, other than snow activities. It lacks a clear positioning, and is not seen as a year-round destination.

This means that is it doesn’t reach the consideration set/ is discarded as lacking enough for visitors to do

FOR THE NON-SNOW SEASON, AMONG NON-VISITORS:

Develop a clear positioning of what the Snowy Mountains offers. This involves:

Identifying the destination’s target audience(s)

Developing clear brand messages of the emotional benefits which these visitors will gain from a trip to the Snowy Mountains in the non-snow season (eg energised, rejuvenated, in touch with nature)

Raising awareness of the non-snow activities available. Ideas include:

Cross-season marketing – highlight what is available in other seasons to snow visitors. Contrasting images – eg‘what this view looks like without the snow’ can be impactful

PR/ coverage on travel shows such as Getaway. The destination needs to be visible.

Use the region’s USPs*. Eg climb the highest mountain in Australia, visit the Snowy Hydro.

Work with specialist groups eg cycling/ walking clubs and shops, to develop information materials and packages, organise events/ trips

Use local ‘celebrities’ eg Torah Bright to highlight their favourite things to do in the non-snow season

Maximise year-round coverage of events. Work together across the region to co-ordinate events, co-promote them and activities, and increase dispersal

Develop themed example itineraries and packages for target segments (however, potential visitors need to have already been inspired to be encouraged to look at these).

Provide detailed, easy-to-find** information on activities, including how it will make people feel, and any practical information required (eg where, when, how much, what to wear, how long it will take).

*USP=unique selling point **See slide 91


It suffers from poor perceptions on: Value for money Hard to organise a trip there Hard to get to

FOR THE SNOW SEASON*, AMONG BOTH (SOME) VISITORS AND NON-VISITORS:

How can we communicate that a trip to the Snowy Mountains region represents good value? Offer flexible tailored packages (ie not just for 2 parents, 2 children), ideally that people can build themselves Ensure they are transparent (no hidden costs). Communicate details of National Parks fees/ offer the option of including them within packages Combined ski area lift tickets will enhance perceptions of value Use experts (eg Torah Bright) to enhance perceptions that this is a destination for real skiers Provide ideas and details on the range of activities available eg tobogganing, cross-country, snow shoe tours Highlight USPs – eg slopeside accommodation Highlight the benefits of a trip to the region – opportunity for escape/ rejuvenation/ connection with family/ friends, see the snow for the first time Provide reassurance regarding snow making machines to alleviate concerns relating to snow conditions Potential to pre-book lift tickets/ National Parks pass and save money Ensure that prices are competitive. Potential visitors will be comparing eg lift ticket prices with New Zealand.

Note: Most of these recommendations are also valid for the non-snow season

Recommendations to overcome challenge 2:Overcoming current perceptions: i) Value for money




Making it easy for potential visitors to plan a trip to the region is key Search engine marketing and optimisation is key to ensuring that information can be found online Clear signposted links from appropriate sites (TNSW, neighbouring RTOs, motoring organisations, relevant specialist activity websites) Ensure that the website is clear and easy to navigate.

Large, clear images The fewer the clicks the better Web links must work

Online booking/ live availability is preferred by many when searching for accommodation. At minimum, ability to email someone to check availability EDMs to existing customers and key target audiences Provide detailed practical information:

Climate, likely temperatures, Clothing requirements (including recommendations on whether to buy/ hire – where from and how much) Testimonials are also a useful/ interesting way of doing this


Recommendations to overcome challenge 2:Overcoming current perceptions: ii) Hard to organise a trip there




Providing further information on access to and around the region is key Maps help people to visualise their journey, and provide inspiration/ information on what is available/ feasible. They should include:

Approximate driving times from key source market areas to major destinations in the region, and between destinations within the region Information on likely road conditions (see below). Visual guidance on which roads are usually open/ likely to be closed.

Work with motoring organisations to provide practical advice and assistance. It may not be possible to guarantee that a road will be passable/ whether snow chains will be necessary, but advice and guidelines are appreciated. Information on where to hire snow chains and how to fit them Information on public transport options (flights, buses etc) – schedules, journey times, prices and routes Options – places to stay on the way (and extend their time in the region). How to beat the crowds


Recommendations to overcome challenge 2:Overcoming current perceptions: iii) Hard to get to

Appendix: further detail on the

segments


Activities available, the great outdoors, exploration

Skiing, climbing Mt Kosciusko, fishing, hiking, kayaking, horse riding, mountain biking

Word of mouth is important – activity shops/ clubs –experts

Use a relatively high number of information sources –both online and offline (guidebooks/ maps)

Holiday styles*

Who are they?*

Young active explorers – local loyalists

Potential – likelihood to visit

Winter

Summer

27% very likely35% quite likely

HIGH

5.141% never, 42% 2-5 times, 49% 6+ timesMost likely to have visited in both summer and winter

What to communicate/ areas of interest?

Mean no. of visits to Snowy Mountains

Priority


Winter and summer

• High holiday spend• Travel with partner/ family• Active not relaxing holidays, health & fitness is important• Many are skiers (25% vs 12% of total)• Like to plan their holidays independently• Holidays are important to them• Trips based around sporting activities, skiing, camping, city breaks, food & wine• High awareness of Snowy Mountains activities • Take a range of holiday types – activity/ nature-based/ exploring/ visiting new places

• Aged 25 - 44• Canberra skew (37%)

• Couples/ families• High incomes

*Note: Descriptions on slide of demographics & holiday styles show skews and preferences.


Drivers for visiting:

Go skiing/ snowboarding

To re-visit a familiar place

Escape – to get away from it all

Activities

Young active explorers – local loyalists (ctd)

Snowy Mountains knowledge Triggers/ positioning

Very strong awareness of Snowy Mountains destinations Ski destinations dominate for visitation – however above average for all Snowy Mountains destinations


Reactions to packages

18% say their children have never

seen the snow & would like to take

them

Many of this group are likely to think that they have local knowledge/ contacts so will not need a package – however again they will provide inspiration, and raise awareness of what is available. Interest in the winter packages was particularly high – Drop into Thredbo (29% very appealing). 27% found the Mountain Escape package very appealing.

Raise awareness of the range of activities and destinations year round Exploration and activities are key, while experiencing nature/ escaping a key theme Many of the core skiers are in this group. Promote the USPs of the Snowys, provide reassurances relating to concerns (ski and value related) Work with experts/ specialists – skiers. Also equipment stores, clubs. Their WOM will resonate strongly with this segment. Some of this segment have children – help them to inspire them with their love of the Snowys.

Opportunities and positioning


Getting in touch with nature, exploring the whole region

‘Softer adventure’ activities: Hiking, climbing Mt Kosciusko, fishing, wildflowers, Snowy Hydro, food and wine, touring

Use a high number of information sources – both online and offline (WOM/ brochures/ guidebooks/ travel agents)

High usage of search, maps, RTO websites, travel events, magazines, NRMA

Holiday styles

Who are they?

Growing older but staying active – tell me what I can do there!


Winter

Summer


HIGH

4.253% never, 44% 2-5 times, 37% 6+ timesMost likely to have visited in both summer and winterNote: above average no. of lapsed visitors in this segment



• Aged 55+• Regional NSW skew• Empty nesters

Priority


• Highest spenders on holiday• Holidays are important to them, get asked for recommendations• Travel with partner• Looking to be active rather than solely to relax, health & fitness is important• Interests: getting in touch with nature, touring, learningsomething new• Take a range of holiday types – active/ exploring/ touring/ food & wine/ cruise• High awareness of Snowy Mountains activities – especially non-snow

Especially summer

Note: Descriptions on slide of demographics & holiday styles show skews and preferences.



Re-visiting a familiar place

Escape/ to get away from it all

Part of a touring route

Activities

To visit Snowy Hydro

To see the wildflowers

Snowy Mountains knowledge Triggers/ positioning

Highest awareness of Snowy Mountains destinations High levels of visitation of all Snowy Mountains destinations, non-ski related areas most likely to be above average


Growing older but staying active – tell me what I can do there! (ctd)


This group like to plan themselves so may not actually buy a package – however they will provide inspiration, a challenge for some(!) and raise awareness of what is available. Interest in all packages was above average, most popular were Drop into Thredbo (23% very appealing) and Mountain Escape (27%).

Opportunities and positioning

Raise awareness of the range of activities and destinations year round Escape/ getting in touch with nature is a key theme Touring – provide itinerary ideas, including maps and detailed information what there is to see and do – eg level of difficulty of hikes, time required etc This group can inspire others with positive WOM. Options for taking their grandchildren.


The activities available – taking your kids to the great outdoors, experiencing nature and the real Australia

Something for everyone – food & wine/ relaxation as well for when the kids are in bed exhausted

Spending time together while doing an activity

Learning experience – Snowy Hydro, caves

Skiing, fishing, kayaking, horse riding, hiking

Word of mouth, brochures, the internet

Packages are popular – make it easy for them

Holiday styles

Who are they?

Family fun-timers – I need to keep the kids busy


Winter

Summer


MEDIUM

0.8155% never, 26% once, 17% 2-3 timesMost likely to have visited in winter (if at all)



Priority


Winter and summer

• Aged 25 – 44, esp 25-34• Queensland skew (37%), 36% from Sydney

• Families with young kids• Female skew

• Travel with family• Mix of holiday types – beach, relaxing. Entertaining the kids is important for family holidays. Nature quite important. • Not into touring (long car journeys with kids not appealing!)• Do some planning for holiday (likely around school holidays)• Low awareness of Snowy Mountains activities • Events are quite popular, Food and wine




Go skiing/ snowboarding

To see the snow

Recommended

Snowy Mountains knowledge and experiences Triggers/ positioning

Low awareness of Snowy Mountains destinations, particularly beyond the top 5 Those who have visited tend to have gone to the snow


Barriers among non-visitors

Family fun-timers – I need to keep the kids busy (ctd)


Hadn’t thought about going 29% Don’t know much about it 29% It is expensive 28% I would like to go there 27% Only think of it as winter dest. 24% Don’t like cold/ think it’s cold there 17% Hard to get to/ far away 16%

Triggers among non-visitors

More info on what to do there 39% More info on accommodation 32% Packages aimed at people like me 28% More info on practicalities 27% More info on transport/ getting there 24% More info on itineraries 21%

27% say their children have

never seen the snow & would

like to take them

This group is most likely of the 3 to use packages for other trips – they make their planning easier. Again Drop into Thredbo was most appealing (19%), although this group had highest appeal for Ski Free then Dine (16%). Highest opportunities for up-selling other elements to winter packages to this segment. Strong appeal for the summer packages too (30% for Mountain Escape).

Raise awareness of the range of activities and destinations year round Provide reassurance that the kids won’t be bored Promote the value of spending time with the family doing fun activities in the open airMake planning a trip to the Snowys easier – build your own package – help to understand costs involved so no surprises Practical info on what is needed, temperatures etc


Group trips – eg coach tours

Exploring the region

Nostalgic/ ‘real Australia’/ country experience

Food and wine (although cost conscious)

Holiday styles

Who are they?

Taking it easy – make it easy for me


Winter

Summer


LOWER

1.1238% never, 61% 1 – 2 timesThose who have visited are particularly likely to have visited in non-snow season



• Aged 55+• Lower incomes – cost conscious

• Relaxing while on holiday is important• Like to plan their holidays, relatively high usage of travel agents• Travel with partner/ friends – group tours are popular• Low interest in energetic activities – VFR, sightseeing, touring/ exploring a region are more popular• Exploring, learning new things, visiting somewhere newand spending time with friends/ family are important

Priority




Not a priority segment

Greatest opportunity likely to be as a stop-off on touring route itinerary eg to Melbourne.

Holiday styles

Who are they?

Stay at homes


Winter

Summer


LOW

1.3540% never, 27% once



• Aged 35 – 64, above average from Queensland• Singles/ couples with no children/ family with older children/ empty nesters

• Holidays not a big priority – low engagement

• Don’t tend to plan holidays in advance

• Lowest levels of travel

• May be focusing on either career or saving for/ renovating

property

• If they do go on holiday, relaxing and indulging are key needs

• Relatively low level of sports activity participation

• Touring is of some interest

Priority



Please note that the data contained in this report has been prepared for the specific purpose of addressing the items contained in the project contract between TNS Australia, DRET and Tourism Snowy Mountains. It may not be suitable for other applications. The use of this data for any other purpose should be discussed with the lead author. TNS accepts no responsibility for unauthorised use of this data by a third party.

Understanding Perceptions of the Snowy Mountains

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