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Broome’s Tourism Future
Industry Forum September 2014
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What we’ll cover today
• What we set out to do
• What we found
• A vision for the future
• How we can achieve the vision
• How can you get involved?
• Where to from here?
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Overarching objectives of the project
• Establish a unifying vision for tourism in Broome based on wide-ranging consultation with Government and Industry;
• Set specific objectives to achieve this vision; and
• Develop strategies to progress against these objectives.
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How we went about it
1. Review of existing
documentation
2. Stakeholder consultation in
Broome
3. Case study and
competitor review
4. Analysis, reporting &
presentation
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What we’ll cover today
• What we set out to do
• What we found
• A vision for the future
• How we can achieve the vision
• How can you get involved?
• Where to from here?
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The current state of play
Target markets
Competition
Brand Product
Access
Experience
Infrastructure
Industry
Leadership and governance
Current Performance
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Target markets
Competition
Brand Product
Access
Experience
Infrastructure
Industry
Leadership and governance
Current Performance
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Visitation has been in decline since 2007, but growing slowly since 2003
Source: 1) International and National Visitor Survey, Tourism Research Australia, Canberra. All data is YE September. Data is a three year rolling average (i.e. “YE Sep 2013” is the average of Years Ending September 2011, 2012 and 2013). 2) Data provided by Broome Visitor Centre, March 2014 – data is YE December; 3) Broome International Airport Passenger Survey, April 2013
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$40
$60
$80
$100
$120
$140
$160
30%
40%
50%
60%
70%
80%
2007 2008 2009 2010 2011 2012
Occupancy RevPar
Annual hotel occupancy* & revenue per room, 2007-20121
Occupancy has also been trending downwards over the last few years
Annual hotel occupancy has been falling at an average rate of 1.3% per annum since 2007
While off peak season resort occupancy was higher in early 2013 than previous years, peak season occupancy was below 2012
Average hotel occupancy by month, 2011-20132
*ABS – establishments include hotels, motels, resorts and serviced apartments, with 15 rooms or more
Sources: 1) Tourism WA Tourism Industry Presentation, August 2013 referencing ABS occupancy data & yield derived from STR Global RevPar Data.; 2) Occupancy data provided by a sample of hotel operators in Broome with an overall monthly average calculated, Feb 2014
Occ
upan
cy
Revenue per available room
0%
25%
50%
75%
100%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2011 2012 2013 2011 Average 2012 Average 2013 Average
“it’s the battle for the fourth day”
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Target markets
Competition
Brand Product
Access
Experience
Infrastructure
Industry
Leadership and governance
Current Performance
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Who is visiting Broome? Intrastate and interstate are Broome’s two key markets
International 4% (BIA) – 16% (TRA)
Intrastate 55% peak (BIA); 70% off peak (BIA) 42% (TRA) Interstate
41% peak (BIA); 26% off peak (BIA) 42% (TRA)
Sources: 1) Tourism WA, ‘Broome Overnight Visitor Factsheet – YE Dec 2010/11/12 quoting Tourism Research Australia IVS & NVS’; 2) BIA Passenger Survey, April 2013; 3) Analysis based on the change in passenger arrivals, YE Dec 2009 vs YE Dec 2013 IATA data, IATA Airport Intelligence Services
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15-24 yrs, 4%
25-44 yrs, 26%
45-64 yrs, 42%
65+ yrs, 27%
Who is visiting Broome? Over two thirds of visitors in peak season are on holiday, with adult couples accounting for just under a half of visitors
Travel Party – domestic travellers1
Sources: 1) Tourism WA, ‘Broome Overnight Visitor Factsheet – YE Dec 2010/11/12 quoting Tourism Research Australia IVS & NVS’; 2) BIA Passenger Survey, April 2013
Adult couple: 42% Single: 17%
Family: 16%
Friends/Relatives: 16%
Age – domestic travellers1 Primary reason to travel BIA survey2
65% 41%
35% 59%
0
20
40
60
80
100
Peak (09/12) Off Peak (04/13)
Leisure Business
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In general the visual imagery matches these key markets
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Broome has a number of strengths but we’re not bringing them all to the forefront
10
13
14
18
19
20
20
21
28
34
46
Whale watching
Recreational fishing
Accommodation options
Pearling
Coastal cruising along the Kimberley coast
Indigenous heritage and tourism offering
The awareness of the Kimberley brand in key target markets
The awareness of the Broome brand in key target markets
Wilderness and nature-based experiences
Gateway to the Kimberley
Cable beach and coastline
n=771
Sources: 1) Haeberlin Consulting Online Survey, February – March 2014 – Qu. What do you think are the most important strengths of Broome tourism?
Number of selections
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Is this having an impact on our brand?
BROOME
CAIRNS
Travel-related Google searches over time – 2005 to 2013
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We need to regain brand momentum against our competition
-15%
-10%
-5%
0%
5%
10%
15%
20%
25%
30%
Broome Kimberley Bali Cairns Port Douglas
Darwin
CAGR in Google Travel Searches from Australia, 2006 -2013
Sources: 1) Google Trends indices 2005-2014 – Travel searches originating from Australia including the specific destination name
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We had a look at the competition in terms of brand position, target markets and product offering
• We’re more expensive to stay in
• We’re going after similar markets with a similarly pitched offer, others have found niches
– Darwin – Defence and resources
• Our product range is competitive at the higher end but less so mid-low
• We’re less equipped for families in terms of things to do
• Competitive brands are better defined and leveraged by industry
• Our population base is far lower – we need to be smarter to achieve more with less
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Target markets
Competition
Brand Product
Access
Experience
Infrastructure
Industry
Leadership and governance
Current Performance
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Cost of air fares is a major issue
18
21
30
42
56
Prices for hospitality in Broome
Short tourism season
Prices for accommodation in
Broome
Competition from other ‘value for money’
destinations
Cost of air fares to get to Broome
n=741 Number of selections as a top 3 weakness
Sources: 1) Haeberlin Consulting Online Survey, February – March 2014 – Qu. What do you think are the most important weaknesses of Broome tourism?
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The issue is not so straightforward
• Population base – need outgoing as well as ingoing
• Commercial traveller base – Access is a multi-industry issue, not just a tourism issue
• Airlines under increasing cost pressure
• Perceived lack of transparency around the issue
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Target markets
Competition
Brand Product
Access
Experience
Infrastructure
Industry
Leadership and governance
Current Performance
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Product Overall Experience Infrastructure
• Overall accommodation range is good
• Product diversity could be expanded
Indigenous cultural tours Dampier Peninsula Restaurants and small bars Water park or safe swimming area Events
• Service
• Wet season vs dry season
• Lack of place making, entry statements and linkage
• Need for consistent, quality supply of staff
• Chinatown revitalisation
• Better Port experience for tourists
• Marina
• Road to Cape Leveque
• Major draw card – water park or safe swimming area
• Centralised low-cost housing solutions for tourism workers
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Target markets
Competition
Brand Product
Access
Experience
Infrastructure
Industry
Leadership and governance
Current Performance
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Industry needs a reason to believe in the future
“Tourism operators work hard to promote tourism in Broome, however they are currently disjointed and working at cross purposes as individuals”
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If the host dies, so do we
“All operators need to band together and work as a cohesive whole to promote the entire experience -
not just their own little part of it”
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Leadership
No one mandate stretches across each of the different areas we’ve been talking about. No single voice, fragmented by committees, perceived cross-interests and lack of transparency Confusion over roles Need for new thinking and energy No agreed measures of success, and no vehicle to measure them
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So what does all this mean? It means we need…
• A brand and product proposition that is compelling for our target markets
• More (and more affordable) ways to get here
• Infrastructure, product range and service that delivers an incredible experience and makes people want to stay longer and come back
• Strong industry leadership based on engagement and shared definitions of success
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What we’ll cover today
• What we set out to do
• What we found
• A vision for the future
• How we can achieve the vision
• How can you get involved?
• Where to from here?
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The vision: There was some general agreement about the core ingredients for a vision for tourism in Broome
A future of long-term sustainable growth and shared success, through
Leadership Leverage Alignment
a clear way forward
get back to where we were strong and representative leadership
industry working together making more of what we’ve already got
sustainable businesses
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The vision in more detail…
A future of long-term sustainable growth and shared success, through
Leadership Leverage Alignment
We have a leadership structure that is: • Representative of the tourism industry and other key stakeholder groups • Well defined in role, mandate and linkages • Transparent & accountable • Supported by all
Leadership
We are leveraging a broader of range of current and future strengths for Broome – our rich history and indigenous heritage, the Dampier Peninsula, Cable Beach, nature-based experiences and access to the Kimberley in a way that is meaningful to our target markets
Leverage
Industry and other key stakeholders will be aligned to a common vision Industry members, peak bodies and government at all levels are working together to achieve the vision, presenting a common front and dealing with different perspectives in a constructive manner
Alignment
What this means…
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What we’ll cover today
• What we set out to do
• What we found
• A vision for the future
• How we can achieve the vision
• How can you get involved?
• Where to from here?
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A future of long-term sustainable growth and shared success, through
Leadership Leverage Alignment
Brand and destination marketing
Aviation Infrastructure Visitor experience
Product and events
Develop new brand and destination
marketing strategy for Broome
Collaborative approach to airlines to create additional
routes to BME Marina
New major tourist feature – Water
Park/Safe swimming area
Centralised low-cost housing for workers
Chinatown Broome Tourism Employment Plan
Cultural/historical experiences
Community “Value of Tourism” Program
Event Calendar
Product packaging
Innovation fast-track opportunities
Indigenous product acceleration
Leadership
Explore options for new leadership
structure
Develop & execute transition plan
There are six pillars to achieving our vision, and a range of key strategies that sit beneath them
RED – PRIORITY INITIATIVES
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A future of long-term sustainable growth and shared success, through
Leadership Leverage Alignment
Brand and destination marketing
Aviation Infrastructure Visitor experience
Product and events
Develop new brand and destination
marketing strategy for Broome
Collaborative approach to airlines to create additional
routes to BME Marina
New major tourist feature – Water
Park/Safe swimming area
Centralised low-cost housing for workers
Chinatown Broome Tourism Employment Plan
Cultural/historical experiences
Community “Value of Tourism” Program
Event Calendar
Product packaging
Innovation fast-track opportunities
Indigenous product acceleration
Leadership
Explore options for new leadership
structure
Develop & execute transition plan
Industry engagement
Knowledge sharing
There are also two enablers – areas we need to get right in order to support the strategies
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To start off with, the vision and six pillars will be managed by a new Broome Tourism Group
A future of long-term sustainable growth and shared success, through
Leadership Leverage Alignment
Brand and destination marketing
Aviation Infrastructure Visitor experience
Product and events
Develop new brand and destination
marketing strategy for Broome
Collaborative approach to airlines to create additional
routes to BME Marina
New major tourist feature – Water
Park/Safe swimming area
Centralised low-cost housing for workers
Chinatown Broome Tourism Employment Plan
Cultural/historical experiences
Community “Value of Tourism” Program
Event Calendar
Product packaging
Innovation fast-track opportunities
Indigenous product acceleration
RED TEXT INDICATES HIGHEST PRIORITY INITIATIVE
Leadership
Broome Tourism
Explore options for new leadership
structure
Develop & execute transition plan
OWN INFLUENCE & PARTICIPATE
TRACK & RECONCILE
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ANW
BIA
BVC
Shire
CCI
Industry Chair
Industry
Industry
Industry
Industry
• Industry development strategy • Leadership and respect in
marketing, business growth and strategic industry development
• Proactive involvement in industry for the betterment of Broome and the Kimberley.
• Dealing with various industry participants and resolving complex competing issues
• Commitment to adopt the Broome Tourism Strategy vision and the 6 strategic development pillars
• Ability to ideally commit to (2) year period and to attend meetings
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A phased approach is recommended to generate quick wins and establish an evidence base for the latter phases
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For each pillar the goal, measure, strategies and actions are defined, as well as linkages to other plans
Brand and destination marketing
GOAL A relevant and compelling brand proposition for target markets to engage with and industry to leverage
MEASURES % Increase in Google Trends index % Increase in visitation % Increase in spend
STRATEGIES 1. Develop new brand positioning for Broome based on
research 1. Commission research into different brand positions
and product offerings with target markets 2. Develop brand positioning and key messaging for
new brand position 3. Communicate to industry before finalisation
2. Develop and implement toolkit for industry to leverage new brand
1. Extrapolate brand into different ways for individual operators to leverage
2. Extend brand into potential activation initiatives including social media, events etc
3. Destination marketing aimed at target markets 1. Develop new destination marketing strategy based
on new brand positioning and target market insights 2. Execute strategy, track progress and evolve based
on performance
Linkages
ANW Strategic Plan
BVC Strategic Plan
TWA Strategic Plan
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Strategic pillars in more detail – Brand and destination marketing
STRATEGIES IMPLEMENTATION Priority Potential funding sources Key actions / other comments
1. Develop new brand positioning for Broome based on research 1. Commission research into different brand
positions and product offerings with target markets
2. Develop brand positioning and key messaging for new brand position
3. Communicate to industry before finalisation
High ANW, TWA, KDC, Shire, Industry
BT to present the brand to industry
2. Develop and implement toolkit for industry to leverage new brand
1. Extrapolate brand into different ways for individual operators to leverage
2. Extend brand into potential activation initiatives including social media, events etc
Medium ANW, TWA, BVC Toolkit design should be industry-led
3. Destination marketing aimed at target markets 1. Develop new destination marketing strategy
based on new brand positioning and target market insights
2. Execute strategy, track progress and evolve based on performance
High ANW, TWA and Industry Destination marketing strategy to clearly outline roles and responsibilties – ANW, BVC, Shire
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What we’ll cover today
• What we set out to do
• What we found
• A vision for the future
• How we can achieve the vision
• How can you get involved?
• Where to from here?
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How can you get involved?
• Nominate for Broome Tourism Group • Provide your feedback
• Disagree constructively
• Engage with the new Broome Tourism Group
• Support the initiatives as they are rolled out
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What we’ll cover today
• What we set out to do
• What we found
• A vision for the future
• How we can achieve the vision
• How can you get involved?
• Where to from here?
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Next steps
Next three weeks • Report released via email link tomorrow • Digestion and feedback • Applications for Broome Tourism Group open – close 3rd October • Send all correspondence to [email protected]
Following two weeks • Committee members and Chair selected
Following two weeks • Members and industry notified • Arrange first meeting for Broome Tourism Group
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In closing
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A future of long-term sustainable growth and shared success, through
Leadership Leverage Alignment
Brand and destination marketing
Aviation Infrastructure Visitor experience
Product and events
Develop new brand and destination
marketing strategy for Broome
Collaborative approach to airlines to create additional
routes to BME Marina
New major tourist feature – Water
Park/Safe swimming area
Centralised low-cost housing for workers
Chinatown Broome Tourism Employment Plan
Cultural/historical experiences
Community “Value of Tourism” Program
Event Calendar
Product packaging
Innovation fast-track opportunities
Indigenous product acceleration
Leadership
Explore options for new leadership
structure
Develop & execute transition plan
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Broome’s Tourism Future
Industry Forum September 2014