china is wa‘s 2nd largest library... · key trends & changes • chinese outbound reached 122...

China is WA‘s 2nd largest

market for total spend and

6th for visitors

Source: June 2016 YE IVS - Tourism Research Australia

UP

6.9%51,100VISITORS

MILLION

SPEND

UP

7.9%$263

Holiday 45%

VFR 27%

Business 14%

Education 16%

Other 8%

Key Trends & Changes

• Chinese outbound reached 122 million in 2016, up 4.3%.

• 70s and 90s’ age groups represents 67%.

70s prefers high quality and luxury travel experiences

90s are more adventure seekers

• Family travel represents 21%.

• Spending on travels from ¥5,000 to ¥20,000 represents 75%.

• 1.3 million Chinese visitors to Australia, up 11% but spend

declines.

• FITs and Private Groups continue to grow.

Tianjin

Hangzhou

NanjingWuhan

ChangshaXiamen

Chengdu

Chongqing

More secondary Chinese cities emerging as

key outbound travel source market

Beijing (6)

Shanghai (9)

Hangzhou (2)

Nanjing (1)

Zuzhou (1)

Changsha (1)

Guangzhou (3)

Shenzhen (4)

Chengdu (1)

Chongqing (1)

Distribution DevelopmentTo drive consumer action by working with KDPs, OTAs and major online

travel platforms - Ctrip, Fliggy, Ly.com and Lushu

Xiamen (1)


• From 29 October 2017 China Southern will operate a 5th

weekly flight with a new A33B aircraft.

48% increase in seat capacity.

• Cathay Pacific will upgrade the HKG-PER route with A350

aircraft from 29 October 2017.

From 29 October 2017 CZ will operate a 5th weekly flight

with a new A33B aircraft between Perth and Guangzhou

48% increase in seat capacity or additional 43,888 seats between

Perth and Guangzhou per annum






CX will upgrade the

HKG-PER route with

A350 aircraft from 29

October 2017

11% increase in seat

capacity or

additional 21,840

seats between Perth

and Hong Kong per

annum






17% Market Share of

China to Perth pax

Strong partnership

between Tourism WA

and Singapore

Airlines in key

international markets

including China and

Hong Kong






To work in

partnership with

TA and Perth

Airport to start

and grow

Shanghai to Perth

China Eastern

services


• WA awareness is still low. However, our selling proposition as

a nature based experience, mono and premium destination

achieved reasonable recognition.

• WA’s unique natural environments, costal scenery and the

landscape grab the interest of Chinese travelers.

• Chinese visitors travel further and spend more time in

Regional WA whilst Perth is still an important part of the

itinerary.

• Increased custom made itinerary, private groups, PITs/FITs.

• Repeat visitation continue to grow. (Almost 50% of Chinese visitors

to Australia in 2015/16 were repeat visitors looking for new and different

experiences.)

Great nature, spectacular costal scenery and beaches

Pristine natural environment

Safe and secure

Same time zone

Natural wonders

Unique animals, aquatic wildlife and activities

Great food and wine experiences

New infrastructure and hotel developments in Perth

Accessible nature

Diversity of the State

No ADS shopping tours thus far

Focus on our Selling

Proposition and Key

Strengths

Focus on the most valuable consumers

Experienced and Premium Travelers

(Private/Small Groups)

Are more likely to be the 70s age group. Some have been

to Australia before. Prefer to travel in group tours (GIT).

Choice is about value for money and high quality

packages. Influenced by WOM recommendations and

travel agents.

Experience & Adventure Seekers (PITs/FITs)

Are more likely younger age travelers. Well educated and

competent in English language. Seek new experiences and

adventures, want to feel free and explore places before

anyone else. Prefer FIT travel. Social media, internet and

technologically sophisticated and more likely to disperse.

Family Travel (PITs/FITs, Small Groups)

Travel with children. Prefer travel in small groups. Social

media, internet and technologically is relatively

sophisticated and more likely to disperse.

WHAT OUR CONSUMERS LOOKS LIKEPerth has increased its

capability and

attractiveness to the

corporate incentive

groups

School Excursion

Summer Camp

Training Courses

Hong Kong is WA‘s

6th largest market for

total spend and 11th

for visitors

Source: June 2017 YE IVS - Tourism Research Australia

24,000 +21.2%VISITORS

Holiday 57%

VFR 38%

Business 5%

Education 10%

Other 3%

100 +42.6%MILLION SPEND

UP

42.6%

UP

21.2%

Proximity and same time zone

WA’s tourism experience appears to

Hong Kong’s experience seekers

Increasing young age travelers and FITs

while group market is still important

Large expat community

More sophisticated travel industry – less

communication barriers

Increased use of digital technologies by

consumers

CX operates 10 weekly services between

Hong Kong and Perth

SQ/Singapore strong connecting hub

KEY OPPORTUNITIES

TARGET SEGMENTS

Experienced Travelers (GITs/Small Groups)

Are more likely to be 30 – 50 years of age and have been to

Australia before. Prefer to travel in group tours (GIT). Choice

is about value for money and high quality packages.

Influenced by WOM recommendations and travel agents.

New Experience and Adventures Seekers

(FITs)

Youth Segment (Small Groups/FITs)

New experience, Adventures Seekers and Youth Segment are

more likely younger age travelers. Well educated and

competent in English language. Seek new experiences and

adventures, want to feel free and visit new places before

anyone else. Prefer FIT travel. Social media, internet and

technologically sophisticated and more likely to disperse.

EDUCATE THE CONSUMER & TRADE PARTNERS

KEY STRATEGIES KEY ACTIVITIES

To address the consumer knowledge

gaps and information needs by creating

and distributing inspiring contents and

key messages through relevant

channels.

To educate our target audience about the

quality experiences in Perth and Regional

WA and how to plan their holidays

through relevant channels.

PR and media famils

Social media and digital marketing

activities – facebook Hong Kong

Trade events

ASP trainings

DRIVE CONVERSION

KEY STRATEGIES KEY ACTIVITIES

To drive consumer action by working with

key airlines and travel agents to design

and promote quality travel packages with

a focus on Mono WA travel packages for

both GITs and FITs markets.

SQ co-op campaigns

Wing On, Kuoni and Jetour co-op

campaigns

FIT agents co-op campaigns

Rank Market YE Aug 2017 17/16 % Change

1 NZ 1,357,400 2.3%

2 China 1,310,600 11.2%

3 USA 763,400 11.0%

4 UK 722,300 2.3%

5 Singapore 436,900 3.6%

6 Japan 433,000 9.5%

7 Malaysia 410,000 10.7%

8 South Korea 288,100 8.4%

9 India 286,000 15.3%

10 Hong Kong 267,400 11.5%

11 Germany 207,100 8.0%

12 Indonesia 194,100 17.1%

13 Taiwan 173,600 13.2%

Source: Australian Bureau of Statistics

Source: Tourism Research Australia, International and National Visitors Surveys, YE June 2017

2010 2011 2012 2013 2014 2015 2016 2017

Total Visitor 5,800 6,300 10,000 12,200 11,600 12,500 10,600 11,400

Leisure 5,000 5,000 7,600 10,100 9,200 10,500 9,200 9,900

Total Spend(in millions)

$39 $27 $43 $53 $49 $58 $64 $55

WA Market

Share

7% 8% 12% 12% 11% 11% 8% 7%

Taiwanese Visitors to WAWA’s 13th largest market for total spend

Agents from Taiwan attending WAGCTM

No. Agents

1 Phoenix Tours

2 Lion Travel Service

3 South East Travel Service

4 Hung Ta Travel Service

5 Enjoy Travel Service

6 Joyee Tour

CHINAKEY ACTIVITIES 2017-2018

1617 Activities Overview

Conversion – 5,529 Pax

• JADIWA China Campaign – 1,347 pax

• Fliggy (Alitrip) Campaign - 1,505 pax

• Ctrip Promotion with SQ – 440 pax

• Tactical Campaign with Key Distribution Partners – 2,237 pax

Trade Events - WACTM, Nihao WA, Corrobree Asia

Destination branding, PR & Social Media Campaign

It is not just translation!

It is brand positioning and

localization!

JADIWA China Campaign

Campaign Period: 24 Oct – 31 Dec 2016

Key Results

• Campaign Site Page View: 744,612 times

• Campaign Site Unique Visit: 224,648 times

• JADIWA videos viewed: 520,354 times

• JADIWA videos like: 35,325 likes

• Conversion: 1,347 pax

Key Learnings: Localized Content, Partnership, Integrated Campaign


Fliggy (Alitrip) CampaignBackground• Fast growing Chinese FIT• Chinese FIT Booking Behavior• A gap in FIT distribution

Objectives• Make WA’s products & destination information

booking friendly to Chinese FIT travelers through major online travel platform.

• Drive conversion by positioning WA as a desirable holiday destination for Chinese FIT travelers.

Partners: China Southern Airlines, Fliggy, Two online KDPs, WA Industry, RTOs

Campaign Period: 29 May – 31 August 2017

Destination Content Upload• 100 Point of Interest uploaded to Fliggy for

Chinese FITs to learn about WA and plan their holiday.

Destination Exposure• Campaign Site Page View: 762,600• Clicks: 1,274,100

Industry Involvement• 56 WA tour products from 25 operators are

uploaded to Fliggy through 2 online KDPs.

Conversion• 1,505 Fliggy Users bought 5,461 WA products

Key Learnings: Capture Market Trend & Engage Industry

Fliggy (Alitrip) Campaign

Tactical Campaigns

• Ctrip Promotion (Phase I: Sep – Oct 2017; Phase II Dec 2017 – Apr 2018)

• Tactical Campaign with Key Distribution Partners (Dec 2017 – Jun 2018)

• SQ Campaign (Mar – Jun 2018)

• Fliggy Campaign (tbc)

Trade Education

• WAGCTM

• Nihao WA

• Coop with Lushu Technology (Mar – Jun 2018)

Branding & PR

• Social Media & PR

• Destination Branding

Upcoming Activities in 1718

HONG KONGKEY ACTIVITIES 2017-2018

Media Campaign with New MediaJune 2017

• Objective – Destination Media Exposure

– Content Development

• Campaign Period – 3 Weeks

• 9 Facebook Posts + 3 Online Articles + 3 FP Printed Advertorial

• Result– 1.75m reach

– 144,000 pageviews

– PREAV A$179,899

Highest Engagement post Highest Post Clicks Most Link Clicks

FINDINGS - The highest engagements TRIPLE the average rate- Readers eager to read more information

Pink Lake Post was the one with the highest Engagement Rate and 2nd highest Post Clicks rate.

Singapore Airlines Co-op CampaignJune – July

• Target FIT and Small Group Traveler

• Campaign Period – 3 weeks

• Booking Period – 4weeks

• Online and Social Media (100%)

• ROI 246:1

Wing On Travel Co-op CampaignJune - August

• Target - Experienced Travelers (GITs)

• Campaign Period 7 weeks

• Promotion: • Printed Advertisements (25%)

• Outdoor Advertisement (75%)

• Bus advertising

• ROI 47:1 (250% up)

Printed Ad

Bus Advertising 16 buses x 6 weeks

Kuoni Travel Co-op CampaignJune - August

• Target - Luxury Travel (Small Groups/FITs)

• Campaign Period 6 weeks

• Promotion: • Printed Advertisements (45%)

• Outdoor Exposure (55%)

• ROI 31:1 (20% below)

SQ2PerthWA campaignOctober - January

• Target - 22-39 Youth Segment (Small Groups/FITs)

• Campaign Period 5 weeks• Promotion:

– Online and Social Media (85%)– Printed Advertisement (15%)

• 5 videos for 5 consecutive weeks • Story about two young besties

travel to Perth her own• Videos + Campaign website• With 4 travel agents to provide FIT

package conversion

Campaign Site SQ2PerthWA.hk

Up Coming Activities

• Wing On Travel co-op– Leisure GIT

– November – December

• Kuoni Travel co-op– Luxury GIT

– November - December

• Perth On Sales Campaign– FIT and Small Group Traveler

– April - May

THANK YOU

china is wa‘s 2nd largest library... · key trends & changes • chinese outbound reached 122...

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