The German TravellerSegmentation of the German market

Contents

Background 3

Segmentation helps us to: 4

What segments are there in the German market? 5

Self-Challengers 6

CocoonTravellers 8

Comfort&Learning 10

Taste&Try 12

PushingBoundaries 14

IdentifyingAustralia’smostvaluabletargetmarkets 16

What about other segments? 16

Furtherinformation 17

The information contained in this document is copyright and confidential and is for the exclusive use of DAMA.No part of this document may be disclosed, reproduced, distributed or otherwise disseminated without the written authorisation of DAMA.

© Tourism Australia, 2006

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BackgroundTourism Australia recognised the need for a ground up review of our understanding of the German traveller in 2005. The main feature of this review was a major segmentation study of the outbound traveller market.

Oneofourkeyfindingswasrigidlydefinedsocio-demographicsegmentationismuchlessrelevantinGermanythanitusedtobe.Muchlikeallotherinboundmarkets,segmentationbasedonattitudestolifeingeneralandtourismspecifically,isconsideredmoreinformativeandthereforevaluableformarketingpurposes.

Thisfactsheetprovidesanin-depthprofileofthedifferentattitudinalsegmentswefoundandisoneofaseriesofdocumentscreatedtoincreaseyourunderstandingoflonghaultravellersinGermany(formoreinformationonthedocumentsuite,seetheendofthisdocument).

Thisfactsheetgivesadetailedoverviewofthesegmentsinthismarketandpracticalinformationprofilingeachgroupincluding:

• Demographic profiling of each segment

• Approach to long haul travel

• Perception of Australia

• What inspires them

• How to reach them in the media

• Timeline for planning their holidays and the sources they use when planning

• Travel profile

• Holiday activities of interest

• Long haul destinations that come into consideration

NotallthesegmentsidentifiedwillbeactivelytargetedbyTourismAustralia’sglobalmarketingactivities.TourismAustralia’sglobalbrandcampaignistargetingaglobalcommunicationsegmentcalledtheExperienceSeeker.CommunicationsdesignedtoappealtotheExperienceSeekerwillalsomotivatemanyofthesegmentsidentifiedinGermany(formoreinformationrefertotheExperienceSeekerfactsheets).

Theinformationcontainedinthisfactsheetprovidesimportantinsightintotheproduct/activityneedsofspecificsegmentsincluding:

• Creating a strong and effective offer

• Crafting marketing messages for greatest effect

• Identifying segment specific marketing opportunities

• Optimising the effectiveness of communications plans

• Getting inspiration for new product ideas

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1. Maximise the return on investment of our marketing activity

SegmentationhelpsustoidentifysegmentsintheGermanmarketwherethereturnoninvestmentforourmarketingdollarwillbegreatest.Byprofilingthemarketsegments,wecanidentifywhichsegmentswillbemostreceptivetowhatAustraliahastooffer,whichwillprovidethegreatestyield,andwhicharemostlikelytodisperse.Ourmarketingactivitycanthenbedirectedatthosesegments,ratherthanatthemarketasawholeandwecanbetterdirectourmarketingfundsbymoreefficienttargeting.

2. Understand the composition of the market better

Bysegmentingthemarketwecanunderstandthecomposition,orgroupsthatexistintheGermantravelmarketbetter.WebegintoappreciatewhytravellersvisitAustraliaandwhytheydon’t.Weidentifywhichtravellersaremostlikelytocomehere,andwhichtravellerswon’t.Welearnhowtheyplanandbooktheirholidays,wheretheygetinformation,whattheyliketodoonholidayandmuchmore.Allthisinformationhelpsustodevelopmoreeffectivemarketingcampaignsandmoreattractivetourismproducts.

3. Communicate more effectively to our target segments

Psychographicallybasedsegmentationisbasedupontheemotionalandrationalmotivationsthatdrivepeople’stravelchoices.Italsoprovidesuswithinsightintowherethesegmentslookfortravelinformationandwhatmediachannelstheypaymostattentionto.Thisinformationenablesustodevelopmarketingcommunicationscampaignsthatarespecificallydesignedtoreachourtargetsegmentsandtocommunicatemessagesthattheyfindpowerfulandmotivating.

Segmentation helps us to:

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There are many ways to segment a market: by life-stage, attitudes, needs, behaviours or just about any other consumer characteristic you can imagine. The best segmentations have these aspects in common:

• The segments are easy to identify and access in the marketplace;

• They are sufficiently large, valuable and distinct to justify a dedicated marketing strategy;

• The segments are sustainable over time

Inthiscase,thesegmentsweredeterminedusingtwocriteria;thehorizontalaxisindicatingthelevelofexperienceinlonghaultravelandtheverticalaxisindicatingtherespondent’spreferencetowardschallengingthemselveswhentravelling.ThesetwocriteriawerechosenastheywereseenascoreattributesofthoselikelytovisitAustralia.

Giventhevariousfactorsthatcomeintoconsiderationwhenchoosingatraveldestination,thepositionofeachsegmentwasdeterminedusingacombinationofemotional,attitudinalandbehaviouralelements.

InsegmentingtheGermantravelmarketwelookedtodevelopasegmentationmodelthatcouldprovidethefoundationforafullrangeofmarketingprogramsandstrategiesincludingbrandcommunications,mediaplanning,promotions,publicrelations,productdevelopmentandourinternationalmediaprograms.

Takingthesefactorsintoaccount,weidentifiedfivedistinctsegmentsintheGermanlonghaultravelmarket:

• Self-Challengers

• Cocoon Travellers

• Comfort and Learning

• Taste and Try

• Pushing Boundaries

Thesesegmentsaredistinguishedbytheirtravelexperienceontheonehand,andtheirattitudestotravelandthestyleoftravelexperiencetheyseekontheother.AlmosteverylonghaultravellerinGermanycanbeallocatedtooneofthefivesegmentswe’veidentified.Together,thefivesegmentsaccountformorethan15millionpeople.That’smorethanaquarterofthepopulationofGermanyaged18-75.

What segments are there in the German market?

First StepMultipleExperiences

Ease

Challenge

Taste& Try4.0m(26%)

PushingBoundaries

4.6m(30%)

CocoonTravellers

2.7m(18%)

Comfort& Learning

2.1m(14%)

SelfChallengers

1.8m(12%) Long haul travel market

= 27% of all German adults aged 18-75 = 15,230,000 people

Overthenextfewpages,we’dliketointroduceyoutothefivesegmentsandsharewithyouthekeycharacteristicsthatseteachsegmentapartfromtherestofthelonghaulmarketinGermany.

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Segmenthighlights

Segment size 1.8millionlonghaultravellers/12%ofthelonghaulmarket

Heart of the segment Travelfulfilsaninnerdrivetochallengethemselvesandtherewardisintenselypersonal

Profile ComparedtootherlonghaultravellersinGermany,Self-Challengers: •Aremoreaffluentandhighlyeducated •Aremorelikelytobesingle •Aremorelikelytoworkatexecutiveormanagementlevel •Haveawiderangeofinterestsincludingreading,photography,musicconcerts,wintersports, watersports,yoga,visitingmuseums,eatingoutandmore •Arethemostlikelytoownamobilephone(88%) •AremorelikelytoownaMasterCardorAmericanExpresscreditcard •Aremorelikelytobeamemberofanairlineloyaltyscheme, •Rangebetween18–75yearsofage

Approach to long TravelisabigpartofthelifeofaSelf-Challenger.Theyliketoimmersethemselvesinlocalhaul travel culturesandfocusonselfdiscoveryintheirtravels.

Theyliketovisitcountriesbeforebeingdiscoveredbytoomanytouristsandtrytoblendin withthelocalsandexperiencethelifestyleandculture.

Learningsomeofthelanguageprovidesachallenge.Theyhaveapredispositiontoadventurous locations–placesthatfeelforeigntothemandchallengetheirunderstandingand day-to-dayexperiences.

Australia as a destination Self-ChallengersareveryattractedtoAustraliaasalonghauldestination.Theydonotperceive theexpenseoftravellingordifficultyinorganisingtheirtripasbarrierstothesameextentas othertargetsegments.Theyaredrawntothenaturalphenomenaandindigenousculturethat Australiahastooffer.

Self-ChallengersarehighlyknowledgeableofAustraliaasaholidaydestination,withmany feelingfrustratedatnotbeingabletovisitAustraliaforlongerperiodsoftime.

What inspires them? Whendecidingwheretogoontheirnextholiday,Self-Challengersaremorelikelytobeinspired byfriendsandrelativeswholiveoverseas,travelbooksandguidesaswellasTVdocumentaries andradioprogrammes.

How do I reach them ThebestmediasourcesinwhichtoreachSelf-Challengersinclude:in the Media? •Theyarethemostlikelytoreadmagazines,particularlyDerSpiegelandFocus.Incontrastto this,theyarelesslikelythanothersegmentstoreadBildAmSonntag

•Theyalwaysreadthescienceandtravelsectionsofthenewspaper,howevertheyspendthe leastamountoftimeperdayreadingnewspapersincomparisontoothersegments.Theyare theleastlikelytoreadBildandmorelikelytoreadDieZeit

•Theyarethehighestusersoftheinternetandthemostlikelytosourcetravelinformation online.Theyalsousetheinternetforbuyingproductsandservices,jobopportunitiesandfor educationalactivities.Incontrasttothistheyaretheleastlikelytobrowsetheinternetforfun

Self-Challengers“Travel involves respect for the contrast with other religions and cultures.” Female,49,Berlin

“I want to see how far I can take myself. I actively look for uncertainty.” Male,54,Berlin

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“I want to discover and understand things.” Female,44,Berlin

“I want to see how far I can go, how far I can take myself. Distance is part of the adventure.” Male,26,Berlin

How do I reach them •TheyspendtheleastamountoftimewatchingTVcomparedtoothersegments(theyarein the Media? themostlikelytonothavetelevisionreceptionatall).However,theyarethelargestviewers(continued) ofArte,3SatandPhoenix •Theyarethemostfrequentcinemagoers

Planning timeline Onaverage,Self-Challengershaveashortplanningcyclecomparedwithotherlonghaul travellersinGermany.Thisisalsotrueoftheiraccommodationbookingtimelines. •Startplanning:22weekspriortodeparture •Bookflights:14weekspriortodeparture •Bookaccommodation:12weekspriortodeparture

Planning sources Self-Challengersarelesslikelytomaketravelarrangementsthroughtravelagentsortour operatorsandarethemostlikelytobookflightsdirectlywithairlinesandflightsor accommodationthroughtheinternet.

Throughoutallstagesoftheplanningprocess,Self-Challengersutilisetravelguidesandthe internetaswellasrecommendationsfromfriendsandfamily.

Self-Challengersarealsomorelikelytoconsultthedestinationtourismauthoritiesforgeneral informationandinformationregardingaccommodation.

Travel Profile Onalonghaultrip,Self-Challengers: •Aremorelikelytotravelwithfriendsoraloneandlesslikelytotravelaspartofan organisedtour •Havethehighestaveragelengthofstay(33days)andarethemostlikelytotravelfor6weeks ormore •Arelesslikelytotravelfor2to3weeks •Arelikelytostaywithfriendsorinbudgetaccommodation(includingbudgethotel/motels, youthhostels,B&B’sandcamping) •Havethelowestaveragespendperday;€78 •Aremorelikelythanothersegmentstoarrangeaccommodationoncehavingarrivedat thedestination

Holiday activities Self-Challengershaveawiderangeofholidayactivities.Theyaremorelikelythanother segmentstoplantheirholidayaround: •Culturalevents •Birdandanimalwatching •Photography

Onceatthedestination,Self-Challengersaremorelikelyto: •Gettoknowlocals •Explorethebackstreets •Selfdrivearoundandbeyondthecitycentre •Explorethenaturalsurroundingsandlocalwildlife •Explorethecountryside

Self-Challengersalsoliketotrylocalcuisine,purchaselocallyproducedproductsand experienceculturalandindigenousactivities

Long haul destinations Otherlonghauldestinationsofinterestinclude:(other than Australia) •NewZealand •Thailand •USA •Canada •Carribeanthey would really like to •PacificIslands •Argentina •Japan •Chile •SouthAfricavisit / seriously consider •Namibia •Nepal •Vietnam •Gambia •Indiagoing to •Philippines

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Segmenthighlights

Segment size 2.7millionlonghaultravellers/18%ofthelonghaulmarket

Heart of the segment Superiorholidayexperiencesaresatisfyingbuttheyalsoaffirmstatus

Profile ComparedtootherlonghaultravellersinGermany,CocoonTravellers: •Havethehighesthouseholdincome •ArelikelytobeUniversityeducated •Aremorelikelytoowntheirownhouseorapartment •Aremorelikelytoenjoyreadingnewspapers,eatingoutandshopping •ArelesslikelytobeinterestedinwatchingTV,entertainingathomeandvisitingmuseums •AremorelikelytoownaMasterCardorAmericanExpresscreditcard •Aremorelikelytobeamemberofanairlineloyaltyscheme,specificallyStarAlliance orLufthansa •Aremorelikelytobeagedbetween55and64

Approach to long CocoonTravellersseekluxuryandcomfortwhentheytravel.Theyarelessinterestedinhaul travel immersingthemselvesinlocalculturesandrateahighlevelofserviceandtheopportunityto relaxand‘getawayfromitall’asthecoreelementsofanenjoyableholiday.

Notgenerallyrestrictedfinancially,theyarenotaversetovisitingthesameplacetwiceor overlyinterestedinhavingauniqueexperience.Theabilitytovisitorspendtimewithfriends and/orrelativesplaysanimportantroleintheirchoiceofdestination.

Australia as a destination CocoonTravellersaredrawntoAustralia,hopingtoenjoytheholidayofalifetime.

Theyappreciatethebigcitiesandfabulousbeachesaskeydrawcardsandperceiveittobe asafeplacetotravel.However,theseareuniversallyacknowledgedattributesofAustraliain theGermanmarket,withnodriverspecificallyratedhigheramongCocoonTravellers.

What inspires them? CocoonTravellersarestronglyinfluencedbytheopinionsoffriendsandrelativeswhen decidingwheretogoontheirnextholiday.

Othersourcesofinspirationincludeposters,destinationtourismauthoritiesandinternet discussionboards

How do I reach them ThebestmediasourcesinwhichtoreachCocoonTravellersinclude:in the Media? •Intermsofnewspaperpublications,CocoonTravellersaremorelikelytoreadtheFrankfurter AllgemeineZeitung,SuddeutscheZeitungandRheinischePost.Theyarealsomorelikelyto alwaysreadthefinancialsectionofthenewspaper •Bunte,DerSpiegel,ElleandHealth&Fitnessmagazinesaremorepopularamongthis segmentthanotherlonghaultravellersfromGermany •TheyaremorelikelytolistentoHR(1-4)thanotherlonghaultravellers •CocoonTravellersaremorelikelytousetheinternetatwork •Theydonotwatchmuchtelevisionandgotothecinemaapproximatelyonceeverythreemonths.

Cocoon Travellers“My ideal is a quiet beach, lots of going out, a nice hotel not off the beaten track.” Male,26,Frankfurt

“It’s nice to be waited on.” Male,26,Frankfurt

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Planning timeline CocoonTravellersplanningbehaviourreflectsthesamepatternsasforthevastmajorityof longhaultravellersintheGermanmarket. •Startplanning:21weekspriortodeparture •Bookflights:15weekspriortodeparture •Bookaccommodation:12weekspriortodeparture

Planning sources CocoonTravellersmainsourceofplanninginformationisfriendsorrelativeswholiveatthe destination.CocoonTravellersarealsomorelikelytoarrangepackageholidaysthanother segments.Inlinewiththis,theyarelesslikelytobookflightsonline.

Likealllonghaultravellers,themajorityofCocoonTravellersreadthetravelsectionsof newspapers,howevertheyaremorelikelytousethisasaplanningsourceforarranging accommodation.

Travel Profile Onalonghaultrip,CocoonTravellersarelikelyto: •Travelwiththeirspouseorpartner •Stayatall-inclusiveresortsorluxuryhotels •Havethesecondhighestaveragespendperday-€110 •HavethehighestaveragetotalspendamongalllonghaultravellersinGermany-€2,863

Holiday activities CocoonTravellersaremorelikelythanothersegmentsoftheGermanmarkettoplantheir holidaysaround: •Culturalevents •Visitinggardens/seeingnativeflowers •Healthandfitnessactivities

Onceatthedestination,CocoonTravellersaremorelikelytospendtimewiththeirfamilythan othersegmentsoftheGermanmarket.

Long haul destinations Otherlonghauldestinationsofinterestinclude:(other than Australia) •USA •Canada •Brazil •Seychelles/Mauritius •Caribbeanthey would really like to •Mexico •Argentina •India •Maldivesvisit / seriously consider going to

“I only associate Australia with sporty people, backpackers, and nature-boys. I am interested in how the beaches are and the hotels and where are the towns and so on.” Female,31,Frankfurt

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Comfort & Learning

Segmenthighlights

Segment size 2.1millionlonghaultravellers/14%ofthelonghaulmarket

Heart of the segment Keeplearning,security,comfortandenjoymentinbalance

Profile ComparedtotherestofthelonghaultravelmarketinGermany,Comfort&Learningtravellers: •Aremorelikelytobeolderandlivealone •Arethemostlikelytoowntheirownhouseorapartment •Arelesseducatedthanothersegments,beingmorelikelytohavesecondaryschoolastheir highestlevelofeducation •Aremorelikelytoworkinunskilledorsemi-skilledpositions •Donothaveawiderangeofstronglydefinedinterests,howevertheyaremorelikelytoenjoy clubactivities,handicraftsandDIY

Approach to long Intheirminds,Comfort&Learningtravellerswanttoavoidthemoretouristyareasonholidayhaul travel butinrealitytheyareoftendrawntoiconsandfamoussights.

Whileenjoyingtheluxuriesoftravel,Comfort&Learningtravellersareveryinterestedin educatingthemselvesinallaspectsofthedestination.Theyfeeltheneedtochallengeand exhaustthemselveswhentravellingtoconvincethemselvestheyhaveimmersedthemselvesin theculture.However,itistheirlackofconfidenceastravellersthatdrivestheirdesiretotravel withguidesoringroups.

Theyarenotriskaverseorinterestedinspendingtimewithfriendsorfamilywhentravelling -theyareonlyrestrictedbywhattheycanaffordandlimitedannualleaveentitlements.

Australia as a destination TheabilitytovisitfriendsandthenaturalbeautyofAustraliaareseenasthemaindriversfor Comfort&LearningtravellersinterestedinvisitingAustralia.

Althoughtheyarelesslikelytobeaffectedbythegenerallyacceptedbarriersamongthe Germanmarket,Australiaisnotviewedasunique,beingratedassimilartoEuropeanddoes notpresentthemwiththeeducationalelementstheydesire.

What inspires them? Comfort&Learningtravellersareinfluencedby: •Friendswhohavebeentothedestination •Travelagents •Printmediaarticles •TVtravelprograms •Travelbooks

Comfort&Learningtravellersarealsoinfluencedmorebythelocationscelebritieshavevisited thanothersegmentswithinthelonghaultravelmarket.

“It’s a balance between curiosity and need for safety. Risk has to be calculated. I have to know where I am going to stay at night.” Female,26,Berlin

“I try to get as much out of it as possible. Thus I have to compromise and have quite a lot organised and booked before.” Female,26,Berlin

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How do I reach ThebestmediasourcesinwhichtoreachComfort&Learningtravellersinclude:them in the Media? •TheyaremorelikelytoreadDasBild •Theyaremorelikelytoreadthetravelandlifestylesectionsofnewspapers •TheyarethemostlikelytowatchtravelandlifestyleprogrammesaswellasEurosport, PremiereandNeunLiveTVnetworks •TheyaremorelikelytolistentoHitRadio(FFH/RNREins),MDR1,RadioPSRandAntenneMV •Theyspendtheleastamountoftimeontheinternetandaretheleastfrequentcinemagoers

Planning timeline Comfort&Learningtravellershavealengthyleadtimewhenplanninglonghaultravel,with longerleadtimesonaveragethanothersegments.Thisisrelatedtotheirinterestinguided travelandlackofconfidenceastravellers. •Startplanning:30weekspriortodeparture •Bookflights:19weekspriortodeparture •Bookaccommodation:21weekspriortodeparture

Planning sources Comfort&Learningtravellersprefertomakealltravelarrangementsatacentralsourcesuch asanoperator.

Theyarethemostlikelytomakeallarrangementspriortoleavingtheirhomeandarrangeall facetsofthetripincludingactivitiesandmealspriortodeparture.Theyarelesslikelytobook flightsonlineordirectlywiththeairlineoraccommodationdirectlywiththehotel.

Travel Profile Onalonghaultrip,Comfort&Learningtravellersaremorelikelyto: •Travelaspartofanorganisedtour(themostlikelytotravelinagroupof6ormore) •Stayinluxuryhotels •Havethehighestaveragespendperdayperperson:€123

Theyareveryunlikelytostaywithfamily/friendsandarealmostcertainnottostayinhostels. Onaverage,Comfort&Learningtravellershavealowerlevelofannualleaveentitlement.

Holiday activities Comfort&Learningtravellersplantheirholidaysaroundsimilaractivitiesasotherlonghaul travellers,howeverbirdand/oranimalwatchingisofparticularinteresttothem.

Onceonholiday,Comfort&Learningtravellersaremorelikelytogoonguidedtours,however arelesslikelytopurchaselocalproductsorvisitnationalparks.

Long haul destinations Otherlonghauldestinationsofinterestinclude:(other than Australia) •Caribbean •USA •Canada •Mexicothey would really like to •SouthAfrica •Brazil •China •Maltavisit / seriously consider •Malaysia •Nepal •Philippinesgoing to

“I want old cultures, there is so much to discover, many interesting things. Relaxation has to be combined with this broadening of the horizon.” Male,54,Berlin

“Culture? Of course there are the aborigines, but what else?” Male,51,Berlin

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Segmenthighlights

Segment size 4.0millionlonghaultravellers/26%ofthelonghaulmarket

Heart of the segment Settingouttoseemoreoftheworldwiththeirowneyes

Profile ComparedtootherlonghaultravellersinGermany,Taste&Trytravellers: •Havethehighestnumberofpeopleperhousehold •Aremorelikelytolivewiththeirparents •Aremorelikelytobeemployedparttime •Arelesslikelytohavecompleteduniversity •Havealowerhouseholdincome •HaveanarrowrangeofinterestswhicharemorelikelytoincludewatchingTV,listeningto musicandgoingtoclubsordiscos •Aremorelikelytobebetween18and24yearsofage •Arelesslikelytoownacreditcardorbeamemberofanairlineloyaltyscheme

Approach to long Taste&Trytravellersaredefinedbytheirinexperienceandassuch,areattractedtowellhaul travel knowndestinations.Theirinexperienceleadstoarelianceonexternalinfluencesforchoosing adestinationandtheirpreferenceforgrouptravel.

Theirrelativeinexperienceisgenerallyrelatedtothefactthattheyareyettocatchthetravel bug.Theirdecisionsareoftenbasedontheneedtovisitfriendsorfamily,oraninnatepersonal desiretoexperienceadifferentculturetotheirown.

Australia as a destination Taste&TrytravellersareveryunlikelytohaveevervisitedAustralia.Aswithotherlonghaul travellers,Australiaisseenasasafeandcomfortabledestinationandaonceina lifetimeopportunity.

KeybarrierstovisitingAustraliaexistamongTaste&Trytravellers.Thesebarriersrelatetoalack ofawarenessofwhatAustraliahastoofferaswellasthecostsinvolvedwithlonghaultravel.

What inspires them? ThetopsourcesofdestinationinspirationfortheTaste&Trysegmentinclude: •Friendswhohavebeentothedestination •Travelagents •TVTravelprograms •Touroperatorbrochures

Taste&Trytravellersarealsomorelikelythanothersegmentstouseinternetchatroomsor discussionboardsassourcesofinspiration

Taste & Try“I haven’t seen much of the world yet, I’m starting now and want to appreciate it.” Male,32,Frankfurt

“I would not start with a whole continent. The focus is not on too many new experiences.” Male,28,Berlin

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How do I reach Taste&Trytravellerspaymostattentiontothefollowingmedia:them in the Media? •Theyaremorelikelytowatchentertainmentprogrammesandmovies •Theyspendthemostamountoftimelisteningtotheradio •Theyhavethehighestaverageinternetusage–particularlyonlinechat,downloadingmusic andgeneralsurfing

Taste&Trytravellersarelesslikelyto: •Readthescienceandfinancesectionsofthepaper •ReadDieZeit,DerSpiegelandFocus •Watchlifestyleandcultureprograms

Planning timeline Taste&Trytravellersstarttheplanningprocessearlierthanmostothersegmentshowever generallybookaccommodationandflightsataroundthesametimeasotherlonghaultravellers. •Startplanning:29weekspriortodeparture •Bookflights:16weekspriortodeparture •Bookaccommodation:16weekspriortodeparture

Planning sources Taste&Trytravellersrelyontravelagentsthroughoutallstagesoftheplanningprocess.While usingtheinternetforinspiration,theyarelesslikelytomakearrangementsonline,particularly whenitcomestobookingflights.

Holiday activities Whentravelling,theTaste&Trysegmentenjoy: •Goingtorestaurants •Relaxingbythebeachorpool •Shoppingforlocallyproducedproducts •Visitinglocalmarkets •Goingtobarsornightclubs

Taste&Trytravellersarelesslikelytowanttoimmersethemselvesinthelocalcultureand peopleanddonottendtoexplorethedestinationorvisitfamoussightstotheextentofother longhaultravellers.

Long haul destinations Otherlonghauldestinationsofinterestinclude:(other than Australia) •Caribbean •NewZealand •PacificIslandsthey would really like to •Canada •USA •HongKongvisit / seriously consider going to

“It is important that it is different. Here I know everything.“ Female,28,Frankfurt

“I would like to plan most things ahead, but I can’t know everything, so I’ll have to be a bit flexible.” Male,22,Frankfurt

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Segmenthighlights

Segment size 4.6millionlonghaultravellers/30%ofthelonghaulmarket

Heart of the segment Caughtthetravelbugandhungryformore

Profile ComparedtootherlonghaultravellersinGermany,PushingBoundaries: •Areslightlyyoungerthanothertravellers •Aremorelikelytobeaself-employedtradesmanorcraftsman •Arelesslikelytoowntheirownhouseorflat •Havearangeofinterestsconsistentwiththoseofotherlonghaultravellers •Arelesslikelytobeamemberofanairlineloyaltyscheme

Approach to long PushingBoundariesareveryinexperiencedtravellerswhoareonthecuspoflonghaultravel.haul travel Theirneedsmatchthoseofothertravellersinthelonghaulmarket.

Theirinexperiencedictatestheirlimitedlikelihoodoftravellingbeyondmajorcentresor experiencingindigenouscultures.Theyarelesslikelytoimmersethemselvesinthepeopleand lifestyleofadestination.

Australia as a destination Thereisalackofstrongdriversandbarriersamongthissegmentbeyondtherationalbarriers sharedwithotherlonghaultravellers,suggestingalackofknowledgeaboutAustralia.Thiscan beattributedtotheirinexperiencewhenitcomestolonghaultravel.

WhilegenerallyinformationregardingAustraliaispositive,therearenospecificelementsor opportunitiesmentioned.ThereisasenseamongthissegmentthatAustraliacouldprovide themwiththeexperienceofalifetime.

What inspires them? PushingBoundariestravellersareinspiredtovisitdestinationsby: •Friendswhohavebeentothedestination •Travelagentsandtouroperators •Travelarticlesinnewspapersandmagazines •Travelandleisureprograms

Theyarealsomorelikelythanothersegmentstobeinfluencedbycelebritieswhohavebeento thedestination.

How do I reach PushingBoundariestravellersexhibitsimilarmediahabitstothoseofotherlonghaultravellersthem in the Media? inGermany(includinginternetusage),althoughtheyarelesslikelytocitereadinganewspaper asaninterest.

ThemostwidelyreadnewspaperwithinthissegmentisBild

Planning timeline PushingBoundariestravellersplanningtimelineissimilartothatofotherlonghaultravellers: •Startplanning:25weekspriortodeparture •Bookflights:16weekspriortodeparture •Bookaccommodation:14weekspriortodeparture

Pushing Boundaries“I want to discover something new and to be more independent.” Female,20,Frankfurt

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Planning sources Whenplanningalonghaulvacation,PushingBoundariesmakeuseoftravelagentsatallstages ofthebookingprocess.Thissegmentwillalsoemployonlinetravelagentswhenarranging theirvacation.

Theyarelesslikelytousethedestinationtourismauthorityforinspirationorusespecialist magazinestodetermineflightavailability.

Travel Profile Onalonghaultrip,PushingBoundariestravellersarelikelyto: •Havethelowestaveragespendpertrip(€2,401) •Haveoneofthelowestaveragespendsperday(€94)

PushingBoundariestravellersarealsolesslikelythanotherlonghaultravellerstotravelaspart ofanorganisedtour.

Holiday activities PushingBoundariestravellersfavouriteholidayactivitiesaresimilartothoseofotherlonghaul segmentsandinclude: •Eatingatrestaurants •Shoppingforlocalproducts •Meetinglocals •Relaxingbythebeachorpool

Long haul destinations Otherlonghauldestinationsofinterestinclude: (other than Australia) •Caribbean •Canada •USA they would really like to •Brazil •Chile •Thailand visit / seriously consider going to

“Now it’s the calm before the storm. When I retire I want to see the world.” Female,52,Frankfurt

“It’s also about growing and maturing and collecting experiences. You only get that if you go there.” Male,27,Berlin

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OfthefivesegmentsidentifiedintheGermantravelmarket,Self-ChallengersandComfort&LearningarethesegmentsspecifictotheGermanmarketthatTourismAustraliahasidentifiedascoretargets.

ThesetwosegmentsclearlyhavethegreatestpotentialtogenerateincomeforAustraliantourismandtodeliveragoodreturnonourmarketinginvestment.

Inaddition,Self-ChallengersandComfort&Learningaredesirabletargetsegmentsbecause:

• TheyknowsomethingaboutwhatAustraliahastooffer,sotheeducationtaskiseasier;

• Theyareusedtotravellingallovertheworld—that’swhattheylovetodo—sotheusualbarriersofcostanddistancearemuchlessimportanttothem;

• TheyhavethegreatestpotentialtotraveltoAustraliaintheshorttomediumterm.

Forallthesereasons,webelievethatmarketingAustraliatoSelf-ChallengersandComfort&LearningtravellersrepresentsthemostsustainablestrategyforAustraliaoverthemediumterm.

What about other segments?

Youmaybewonderingwhatthismeansfortheotherthreesegments:TasteandTry,PushingBoundariesand

CocoonTravellers.MembersofthesesegmentswillstillvisitAustraliaandthesegmentsmaywellbeappropriatetargetsforpartsoftheAustraliantourismindustry.

TheTasteandTryandPushingBoundariessharemanyoftheirattitudestotravelwithComfort&LearningandSelf-Challengers.Infact,withmoretravelexperience,thesetravellersarelikelytobecomepartoftheComfort&LearningorSelf-Challengersegments.Forthisreason,TourismAustralia’smarketingcommunicationsarelikelytoappealtothesetravellerstoo.

CocoonTravellersareanimportantsegmentofthemarket.WhiletheywillnotbeakeyfocusforTourismAustralia,thislucrativesegmentoffersapotentialopportunityforpartsoftheAustraliatourismindustrybecause:

• Theyhavethehighesttendencytobuydirectlyfromholidaycompanies;

• Arelessresponsivetoemotionaldestinationbrandmessagesandaremoresusceptibletodeals;and

•Aregoodyieldprospects

ThosewhocanofferCocoonTravellersahighquality,relaxingholiday(forexampleresortsandbrandedproperties)maywellbenefitfromtargetingthisgroupoftravellers.

Identifying Australia’s most valuable target markets

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ThisdocumentisonecomponentofasuiteofdocumentsTourismAustraliahasproducedfortheGermantargetmarket.

ForabroadsnapshotoftheGermantravelmarket,pleasereferto:•Australia’sunderstandingoftheGermantravelmarket

TounderstandtheglobalcommunicationstargetmarketthatTourismAustraliaisconcentratingon,pleasereferto:•Australia’sglobalcommunicationstarget:theExperienceSeeker

FormoreinformationonhowtheExperienceSeekercommunicationstargetrelatestotheGermansegmentationinformationinthisdocument,pleasereferto:•ExperienceSeekersinGermany–understandingExperienceSeekersintheGermanmarket

ThesedocumentsareavailableontheTourismAustraliawebsite.Moreover,foranyfurtherinformationyourequire,pleasevisittheTourismAustraliawebsiteatwww.tourism.australia.com,orcontactyourlocalTourismAustraliaoffice.

Further Information

ATC

MI258

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AUSTRALIASydneyLevel18,DarlingParkTower2201SussexStreetSydneyNSW2000AustraliaTelephone+61293601111Facsimile+61293316469

CanberraLevel311-17SwansonPlazaBelconnenACT2617AustraliaTelephone+61262286100Facsimile+61262286180

CHINAUnit1501,15/FCitigroupTower33HuaYuanShiQiaoRoad,LujiazuiPuDong,Shanghai200120ChinaTelephone+862168878129Facsimile+862168878133

GERMANYNeueMainzerStrasse22D60311Frankfurt/MainGermanyTelephone+496927400622Facsimile+496927400640

HONGKONGSuite670667thFloorCentralPlaza18HarbourRoadWanchaiHongKongTelephone+85228027700Facsimile+85228028211

JAPANNewOtaniGardenCourtBuilding28F4-1Kioi-choChiyoda-kuTokyo102-0094JapanTelephone+81352140720Facsimile+81352140719

KOREA20thFloorYoungpoongBuilding33Seorin-dongChongro-kuSeoul110-752KoreaTelephone+8223996500Facsimile+8223996507

MALAYSIASuite12-1FaberImperialCourtJalanSultanIsmail50250KulaLumpurMalaysiaTelephone+60326111148Facsimile+60320704302

NEWZEALANDLevel3125TheStrandParnellAucklandNewZealandTelephone+6499152826Facsimile+6499152881

SINGAPORE101ThompsonRoadUnitedSquare#08-03Singapore307591Telephone+6562554555Facsimile+6562538431

TAIWANSuite1512,Level15333KeelungRoad,Section1TaipeiTaiwanTelephone+886227577188Facsimile+886227576483

THAILANDUnit161416thFloorRiverWingEastEmpireTower195SouthSathornRoadYaanawaSathornBangkokThailand10120Telephone+6626700640Facsimile+6626700645

UNITEDKINGDOMAustraliaCentreAustraliaHouse6thFloorMelbournePlace/StrandLondonUKWC2B4LGTelephone+442074384601Facsimile+442072406690

UNITEDSTATES6100CentreDriveSuite1150LosAngelesCaliforniaUnitedStates90045Telephone+13106953200Facsimile+13106953201

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