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Holidays are a much anticipated activity for Aussies - but how and why people
go on holidays is changing
TOURISM IN AUSTRALIA
Australians are global travelers who like to
explore the world and an abundance of cheap
airfares will encourage many Australians to
head overseas and choose destinations for
holidays of a week or longer.
WORTH $114.2 BILLION IN REVENUE DOMESTIC OVERNIGHT
TRAVELLERS ACCOUNT
FOR 46.2% OF REVENUE
Source: IBISWorld. Tourism in Aus. Dec 2013
G E N E R A L T R A V E L I N T E N T I O N
O N L I N E I S T H E N E W T R A V E L
A G E N T
E X P E R I E N C E S A S T H E N E W
C U R R E N C Y
Holidays are something we all look forward to but how do
you decide the when, where and how? This presentation
will explore the travel habits of 18-54 year olds and some
trends for the industry.
% People are planning
on taking a holiday in
the next 12 months.
However, with 15% still undecided, there
is the opportunity to persuade these
people to take a well deserved break.
Source: Southern Cross Austereo Research Holiday Study Sept 2013. We'd like to know are you planning on taking a holiday in the next 12 months? N= 3276
0%
5%
10%
15%
20%
25%
30%
Source: Southern Cross Austereo Research Holiday Study Sept 2013. And when do you think you might get to have your holiday/s? N= 3276
School holidays influence when people take holidays across the year but
most take holidays during Summer
Easter is the next holiday period
Aussies are preparing for. Talk to
them now about where to go!
For many, a trip overseas is on the cards this year
Source: Southern Cross Austereo Research Holiday Study Sept 2013. what type of holiday will that most likely be? N= 1644
Whilst interstate and local holidays will
always be on the cards for Aussies, what is
interesting is that 40% of people are
planning on jetting off overseas this year!
Check out the appendix to see where people
are planning on travelling this year.
The longer the holiday, the earlier they book
Source: Southern Cross Austereo Research Holiday Study Sept 2013. And how far in advance would you book these types of holidays? N= 3276
And how far in advance would you book these types of holidays?
first start thinking about their
next holiday when they hear/
see a great deal advertised. By advertising deals when people are already
thinking about holidays, such as at work or at
home, advertisers can capture an engaged
audience and really make their messages relevant.
%
Source: Southern Cross Austereo Research Holiday Study Sept 2013. So first, when do you find yourself thinking about taking a holiday? N= 3276
31% All the time! I never stop
thinking about it.
At work 26%
When I’m at home of
an evening 28%
When I’m at home on the
weekend 23% On the way to and from work 14%
12% When I have just come back
from holidays
When do you find yourself thinking about taking a holiday?
Booking.com is now Australia's biggest
and fastest growing online travel agent,
leaving local rivals well behind with more
than 5.3 million visits a month.
Source: Travel Trends Australia's Hottest 100 Travel Websites – Booking.com surges ahead of Wotif and Webjet in shock result
Online is the new travel agent
INSIGHT In many cases, travel agents are no longer the first point of call for
people looking to travel, whether it be domestically or internationally.
There is a rise in people finding their own information and coming to
their own conclusions by looking online and chatting with their circle of
influence.
WHAT’S IT ALL ABOUT?
- Personal experiences (documented online) are favoured by
travellers over professional experience and price.
- People want to uncover their own holiday based on what their
personal preferences are. They use the internet to uncover
activities and destinations that appeal to them.
- Whilst the need for a travel agent is not obsolete, it has evolved
from purely a service to help book flights. It is the safety net for
people when they travel and it deals with things when they get
complicated.
Let’s take a closer look…
Source: Travel Trends Australia's Hottest 100 Travel Websites – Booking.com surges ahead of Wotif and Webjet in shock result Source: IBISWORLD. Dec 2013. Travel agency and tour arrangement services
Travellers are turning to online at all
stages of the travel process. People
seem to value others’ personal
experiences documented online over
professional experience and price.
Online is no longer just used to price match and
research, but also by travellers to;
- DISCOVER where they want to go
- HOW they want to get there
- WHEN they want to go
- WHAT they are willing to spend
- WHO they want to stay with
- WHAT sort of things they want to experience
once their there.
The role of the travel agent is not yet obsolete,
but may need to evolve.
9 10 Say researching ONLINE
helps them DISCOVER
the DESTINATION they
want to go to on holidays.
Source: Southern Cross Austereo Research Holiday Study Sept 2013So if you were thinking about WHERE you'd want to go on a holiday, which of the following things would help you decide on the destination? N= 3276
Online is the number one way they decide which destination they want
to travel too.
9%
12%
14%
16%
39%
41%
67%
88%
Calling the destination where we always stay
Asking on Facebook about good places to go
Looking in the newspaper
Looking in magazines
Going to a travel agent
Seeing a location on a TV program
Talking to friends/family
Researching on the internet
Source: Southern Cross Austereo Research Holiday Study Sept 2013So if you were thinking about WHERE you'd want to go on a holiday, which of the following things would help you decide on the destination? N= 3276
Whether it be checking out our friends pictures on social media pages, doing a generic Google search or getting an e-mail about a
holiday deal, online is the key platform to discover where we want to travel next. Our circle of influence also plays a role in
determining a destination. Only 39% would rely on a travel agent to do this.
If you were thinking about WHERE you'd want to go on a holiday, which of the following things would help you decide on the destination?
Aside from looking at destinations, online is used as a price comparison
and research tool for accommodation
Source: Southern Cross Austereo Research Holiday Study Sept 2013 What would you be likely to use the internet for?? N= 2891
Of those who use online, this is what they are using it for…
82% Check a price comparison
80% Check accommodation website
52% Read reviews
36% Check travel agents website
24% Check hire car website
One of the primary reasons for using a travel agent in the past has been to get a great deal but now more and more people are using
the internet to do this. Travel agents who specialise in a price match guarantee could appeal to travellers. One important thing to
note is that over half are using online to read reviews- people want more than one opinion on a destination, they want to know all the
ins and outs from like minded people who have travelled there. This is why sites like Trip Advisor and Expedia are becoming popular
along with travel blogs.
Once they know where and when they want to go, they head online to
book. It’s the first step!
% What would be your FIRST
STEP to book your trip?
Would use online as their FIRST
port of call to book their trip!
Source: Southern Cross Austereo Research Holiday Study Sept 2013 once you had decided WHERE or WHEN you wanted to go, what would be your FIRST STEP to book your trip? N= 3276
13% Call a travel agent
5% Contact accommodation
provider
3% Contact airline
14%
21%
33%
37%
42%
47%
65%
73%
84%
I’ll go with the cheapest room
Wherever my friends/family are staying
A place with lots of things to do for the family
Word of mouth
The star rating
Online reviews
The hotel has to have good facilities
If the hotel is offering a great package deal
The location
Source: Southern Cross Austereo Research Holiday Study Sept 2013 Which of these factors influences your accommodation choice when you go away? N= 3276
Location is the key selling point for accommodation- having the
cheapest room is not necessarily a key factor
When choosing a place to stay on holidays, we are not just looking for the best rate. We want a place that suits our needs. For
example location is a major influencer on the place people choose to stay but for others having the option of breakfast included and
children friendly facilities are major factors. With so many hotels on offer in any one area, it is no wonder people are turning to online
to get reviews from like-minded people who have stayed there rather than just what a travel agent thinks.
Which of these factors influences your accommodation choice when you go away?
BUT! There is still a role for travel agents… People may have changed
the ways they find information but they still want a safety net
Source: Southern Cross Austereo Research Holiday Study Sept 2013 Now, can you please tell us whether you agree or disagree with the following statements around travel and holidaysN= 3276
%
Will still use a travel agent to
book long holidays or
overseas trips.
There is nothing more daunting than going on an
overseas holiday and then something going wrong with
no one to help you out.
Whilst people may be using the internet to discover where
and when they want to go on holidays, travel agents are
still used to book long or overseas holidays.
Travel agents are there for
when things get tricky!
Whether it be a big group travelling together or travelling
to multiple countries, having a travel agent knowing your
travel itinerary just means there is one less thing to worry
about. They are the safety net if things go wrong and are
usually the ones who can sort things out.
Luxury is changing, and what mattered most to us only a
decade ago, isn’t even attractive anymore. Guests don’t rate
hotels by its amenities and luxurious settings anymore, they’ll
judge them by the experiences they provide them…
experiences and memories that last long after they depart.
Source: Hoteliers of Tomorrow. Experience is the new currency
Experience as a currency
INSIGHT A measure of wealth always used to be the type of car you drive, how
much money you earn and where you live but there is an emerging
trend of experience as a form of currency. What better way to create
unforgettable experiences than through travel.
WHAT’S IT ALL ABOUT?
- People want to discover their own path when travelling. They will
search the internet for inspiration but they want to do their own
thing.
- It has become a measure of their own self worth. However, they
are not afraid to spend money to create these experiences.
Businesses that allow people to immerse themselves in different
ways may succeed (I.E. Air B n B)
- Documenting their travels through social media is key. It also
sparks inspiration for others in determining where they want to
travel too.
So, what are people doing that
has lead to this trend? Source: Hoteliers of Tomorrow. Experience is the new currency
People want to create unforgettable
experiences through travel they can tell
their peers about – with these
experiences forming a new type of
social ‘currency’.
In a world driven by social media, people are
forever posting snippets of their lives such as
standing in front of the Eiffel Tower. In fact,
230,437 photos in Australia alone have the
hashtag #holiday on Instagram.
Travelling is now seen as a form of currency. It
brings you experience that many could only
dream about. Experiences are after all
something that money cannot buy.
3 5 Prefer to find their OWN
WAY around a new
place when travelling
Source: Southern Cross Austereo Research Holiday Study Sept 2013So if you were thinking about WHERE you'd want to go on a holiday, which of the following things would help you decide on the destination? N= 3276
Relaxing is what they want to experience along with a splash of
adventure- a balance of the two is ideal
Source: Southern Cross Austereo Research Holiday Study Sept 2013So Which of the below do you like to experience when you travel? N= 3276
0%
10%
20%
30%
40%
50%
60%
Under $100 $100-$500 $500-$750 $750-$1,000 $1,000-$3,000 $3,000-$5,000 $5,000-$10,000 $10,000+
Holiday at home Short breaks (overnight or weekend trips) Medium holidays (5-10 days away)
Long domestic holidays (over 10 days) Overseas trips
When it comes to overseas trips, 63% of people are spending $5,000 plus on their getaways.
But when looking specifically at young singles (18-34 no kids), 20% are spending over $10,000
on their next holiday!
Source: Southern Cross Austereo Research Holiday Study Sept 2013. Total spend N= 3276
Over 1 in 4 are spending over $10,000 on their next overseas holiday
D i d y o u k n o w ? ? 23% of people only travel in style and stay at
the best hotels. They are willing to spend on their next holiday!
Depending on their life stage, travelling takes on a different role
18-34 year olds who don’t have kids.
They use travel as a way to
EXPERIENCE new things and create self
worth
30-54 year olds who have kids 0-17.
They use travel as a way to
ESCAPE from their day to day
activities and roles
55+ years with no kids in the home
They use travel as a way to
EXPERIENCE the things they didn’t have
the opportunity to do when
they were young
Holidays are an important and highly anticipated part of many people’s
lives – so much so that almost one third of people never stop thinking
about taking a holiday.
But how people research and plan holidays has changed, and to a degree so has what people
get out of holidays. It appears holidays are becoming a new form of social currency – one only
has to look at the amount of holiday related posts on social media to come across this.
The internet now plays a much more holistic role in the planning of a holiday – people are not just
researching accommodation after choosing location - but actively using it for ideas on the
destination they would like to travel to.
Travel brands that can help facilitate people’s desire to ‘do it themselves’, create their own unique
holiday experiences and share these experiences are, and can be successful.
1%
1%
1%
1%
1%
2%
3%
3%
3%
3%
4%
5%
5%
5%
11%
13%
28%
36%
64%
Emerald
Gladstone
Kingaroy
Mt Isa
Roma
Mackay
Toowoomba
Rockhampton
Bundaberg
Scenic Rim
Maryborough/Fraser Coast
Fraser Coast
Stradbroke Island
Townsville
Other
Cairns
Brisbane
Sunshine Coast
Gold Coast
QU
EENS
LAN
D
Gold Coast Is the primary destination those
travelling to Queensland are
planning on visiting
Source: Southern Cross Austereo Research Holiday Study Sept 2013. And where are you planning on going in QLD? N= 174
1%
2%
3%
3%
3%
5%
6%
7%
8%
8%
10%
10%
11%
11%
12%
12%
14%
16%
16%
24%
45%
Griffith
Albury
Wagga Wagga
Orange
Dubbo
Jervis Bay
Sydney Northern Beaches
Wollongong
Canberra
Canberra
Port Macquarie
Blue Mountains
Port Stephens/Nelson Bay
Byron Bay
Newcastle
South Coast
Hunter Valley
Coffs Harbour
Central Coast
Other
Sydney
NEW
SO
UT
H W
ALES
Sydney Is the primary destination those
travelling to NSW are planning on
visiting for the holidays.
Source: Southern Cross Austereo Research Holiday Study Sept 2013. And where are you planning on going in NSW? N= 146
2%
3%
3%
3%
3%
3%
4%
4%
5%
10%
15%
15%
26%
61%
Warragul
Wilson's Prom
Bright
Port Fairy
Shepparton/Mt Buller
Cape Shank
Bendigo
Mildura
West Gippsland
Lorne
Mornington Peninsula
Torquay
Other
Melbourne VIC
TO
RIA
Melbourne Is the primary destination those
travelling to VIC are planning on
visiting for the holidays.
Source: Southern Cross Austereo Research Holiday Study Sept 2013. And where are you planning on going in VIC? N= 116
2%
5%
9%
9%
9%
11%
22%
33%
49%
Clare
South East beaches
McLaren Vale
Kangaroo Island
Mt Gambier
Flinders Ranges
Barossa Valley
Other
Adelaide
SO
UT
H A
US
TR
ALIA
ADELAIDE Is the primary destination those
travelling to SA are planning on
visiting for the holidays.
Source: Southern Cross Austereo Research Holiday Study Sept 2013. And where are you planning on going in SA? N= 55
2%
7%
7%
9%
12%
12%
12%
12%
12%
14%
14%
21%
33%
65%
Bridgetown
Monkey Mia
Bunbury
Albany
Kalgoorlie
Coral Coast
Broome
Busselton
Esperence
Dunsborough
Rottnest Island
Other
Magaret River
Perth
WES
TER
N
AU
ST
RA
LIA PERTH
Is the primary destination those
travelling to WA are planning on
visiting for the holidays. *sample size is smaller than ideal
Source: Southern Cross Austereo Research Holiday Study Sept 2013. And where are you planning on going in WA? N= 43
4%
6%
14%
15%
27%
30%
44%
South America
Other
Pacific Islands
New Zealand
Europe
USA
Asia OV
ERS
EAS
ASIA Is the primary destination those
travelling overseas are planning on
visiting for the holidays.
Source: Southern Cross Austereo Research Holiday Study Sept 2013. Thinking about any overseas holiday you might take in the next 12 months, which region are you likely to go to for your overseas holiday? N= 937
The results of this survey are “INDICATIVE” ONLY.
The survey was conducted by Southern Cross Austereo using its online panel
nationally.
The panel is obtained from our radio networks database under the labels of
‘VIP’ on the TODAY Network and ‘Music Jury’ on the MMM Network. All
members of these databases would be considered listeners to these stations.
The database contains about 246,000 members.
The is split between the Today VIP database and the Triple M database.
Approximately 20,000 of these members were invited to take part in our online
community – and members of this community were asked to take part in the
study.
All members of this community were invited to complete the survey, and 2,748
did so. Additionally, 800 external respondents were recruited to complete the
survey. Members of this database have no knowledge of Southern Cross
Austereo’s involvement and aren’t necessarily listeners to either network.
This report has been filtered by 18-54 year olds.
Certain questions asked for an ‘essay’ or ‘verbatim’ type of response OR
brands/words that first came to mind.
A keyword search was used to sort and rank the responses to these
questions.
As it is an online survey, the respondents would be skewed towards being
‘early adopters’ for technology, ‘trend setters’ in general and likely to be a
good early indication of brand leaders, trend setters and early adopters in
general.
These research surveys conducted by Southern Cross Austereo are done so
to provide a general understanding of the opinions, interests and attitudes of
the metropolitan marketplaces only.
How the research was conducted
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