tourism australia webinar series...tourism australia industry webinar friday 31st july 2020 travel...

TOURISM AUSTRALIA WEBINAR SERIES

31 July 2020

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Tourism Australia Industry Webinar Friday 31st July 2020

DOMESTIC INSIGHTS

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“UNPRECEDENTED”Rob Dougan, 25th April 2020, TA Weekly Webinar

Words go here

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THE RISE IN CASES IS HAVING A CLEAR IMPACT ON CONSUMER CONFIDENCE AND INTENT TO TRAVEL


Travel Sentiment Tracker wave 7. n=308 nationally representative sample of Australians. n=236 Australian travellers. Fieldwork conducted 17-20 of July 2020.

Consumer Confidence Index

Australian travellers (have taken an intra/inter/overseas trip in last 2 years)

Australians (General population, nationally representative)

7373 76 78 76

80

69

78 7480 81 79 82

69

40

50

60

70

80

90

100

110

120

130

140

150

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-AP

R

7-M

AY

21

-MA

Y

4-J

UN

18

-JU

N

2-J

UL

16

-JU

L

Travel intention (3-6M)

within Australia

20%23%

22% 22%27%

23% 21%

25% 25% 25% 26%

30% 29%27%

0

5

10

15

20

25

30

35

40

45

50

23

-AP

R

8-M

AY

22

-MA

Y

5-J

UN

19

-JU

N

3-J

UL

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-JU

L2

Booking intention (NEXT MONTH)

within Australia

6%10%

13%10% 9% 9%

7%

12%15%

11%9%

11%

0

5

10

15

20

25

30

35

40

45

50

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-AP

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8-M

AY

22

-MA

Y

5-J

UN

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3-J

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-JU

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TWO SPEEDS OF RETURNING DEMAND

Tourism Australia Friday 31st July 2020

16%

26% 30%

13%

3% 6%

In 1 - 3 months

In 3 – 6 months

In 6 - 12 months

In 1 – 2 years 2 years + Not sure

7%

In the next 1 months

INTENDED TIMING OF NEXT DOMESTIC TRIP

Source: TA / BDA bespoke research. Fieldwork was conducted between 24-29 of July 2020. n=2039.

Question: Which of the following best describes your thinking around your next holiday? Which of the following statements best describes how you feel about leisure travel within Australia? When do you think you would be likely to next travel for leisure within Australia? You indicated you are not likely to travel for lei sure within Australia in the next 6 months. Why are you not likely to travel within Australia in the near future? You indicated you are likely to travel for leisure within Australia in the next 6 months. What are the reasons that motivate you to travel within Australia in the near future?

Not intending to travel in next six months Intending to travel in next six months

49% 46%

Industry Webinar

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DEALING WITH THIS SITUATION WAS ALWAYS GOING TO BE A BALANCING ACT


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GEOGRAPHY AND PASSION FOR TRAVEL ARE DRIVING SAFETY PERCEPTIONS


56%

62%

66% 68% 70%

63%

46%

61%64%

70%73% 75%

65%

49%58%

63% 65% 63%69%

54%

33%

0%

10%

20%

30%

40%

50%

60%

70%

80%

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-AP

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8-M

AY

22

-M

AY

5-J

UN

19

-JU

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3-J

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AUSTRALIA IS A DESTINATION THAT SEEMS SAFE TO TRAVEL

Victoria

Australian travellers (have taken an intra/inter/overseas trip in last 2 years)

Australians (General population, nationally representative)

Travel Sentiment Tracker wave 7. n=308 nationally representative sample of Australians. n=236 Australian travellers. Fieldwork conducted 17-20 of July 2020.

Industry Webinar

TOP 3 BARRIERS% of those not intending a trip in the next 6 months (46%)

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HEALTH CONCERNS ARE THE MAIN BARRIER FOR THOSE NOT INTENDING TO TRAVEL


Source: TA Domestic tracking June 2020 (fieldwork 11-30th June. Derived by BDA from Blue North. Sample: Australian leisure travellers leisure travellers, defined as anyone who has taken at least one overnight leisure trip in the last 12 months (either domestic or outbound)

48

45

34

I am afraid I will contractcoronavirus

Travel restrictions won't allow it

I wouldn't like to risk spreading thevirus

Not intending to take a trip in the next six

months

46%

Industry Webinar

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THOSE HEALTH CONCERNS COULD BE FAIRLY LONG LASTING


I will pay a lot more attention to social

distancing and hygiene when travelling in the

next 1 – 2 years(top two box)

92%

In the next 1 – 2 years I will make sure my

holiday destinations have a high level of hygiene

and healthcare(top two box)

92%

When the coronavirus situation is resolved, things will return to normal very quickly

(bottom two box)

71%


Industry Webinar

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CROWDS ARE THE BIG TRAVEL CONCERN

Questions: Which of the following best describes how the coronavirus will impact how you feel about engaging in the following elements of travel, in the year after all travel restrictions are lifted?

52

42

39

33

31

Visiting busy attractions

Buffets in restaurants / hotels

Long haul flights (i.e. more than 8 hours)

Package tours

Cruises

Source: TA Domestic tracking June 2020 (fieldwork 11-30th June). Derived by BDA from Blue North. Sample: Australian leisure travellers leisure travellers, defined as anyone who has taken at least one overnight leisure trip in the last 12 months (either domestic or outbound)

‘I WILL BE LESS LIKELY TO ENGAGE WITH THIS’After all travel restrictions are lifted

% of Aus travellers (n=840)

Industry Webinar

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THE FINANCIAL IMPACTS ARE WIDESPREAD


Question : Which of the following best describes the impact of the outbreak on your current employment situation?


COVID-19 IMPACT ON EMPLOYMENT % of travellers – impact due to Coronavirus

I have lost my job

10%

I am still employed but my hours / income have been reduced

33%

My job is so far unaffected, but I fear my job / income will be impacted23%

I believe my job will be secure30%

I believe my job / income is now more secure4%

Industry Webinar

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FAMILIES IN NEED OF A HOLIDAY ARE OVERTAKING BOOMERS


Question: When do you think you would be likely to next travel for leisure within Australia?‘Families’ = Parents with dependent children (under 16)'Younger’ = those under the age of 45 with no dependent children 'Older' respondents those over the age of 45 with no dependent children

YOUNGER NO KIDS FAMILIES OLDER NO KIDSTOTAL AUSTRALIA

48%53%

48%49%

47%43%

47%46%

5% 6% 5%6%

INTEND TO TRAVEL IN

THE NEXT 6 MONTHS

DO NOT INTENT TO

TRAVEL IN THE NEXT

SIX MONTHS

NOT SURE / WILL NOT

TRAVEL


INTENDED TIMING OF NEXT DOMESTIC TRIP% of travellers

Industry Webinar

TOP 3 TRIGGERS% of those intending a trip in the next 6 months (49%)

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PEOPLE WHO ARE KEEN ON A HOLIDAY, FEEL LIKE THEY REALLY NEED ONE



54

40

27

I feel like I really need a holiday

I would like to visit friends andrelatives

I would like to replace a previousdelayed trip

Intending to take a trip in the next six months

49%

Industry Webinar

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CONNECTING WITH FAMILY / FRIENDS AND INDIVIDUAL EXPERIENCES


Questions: How the coronavirus will impact how likely you are to engage in the following types of experiences

34

28

28

28

26

25

20

Spending time with my immediate family

Road trip / touring

Walking / hiking

Coastal and beach experiences

Visiting extended family or friends

Nature / wildlife experiences

Good food and wine


‘ACTIVITIES I WILL BE MORE LIKELY TO ENGAGE WITH’Due to Covid-19 impact

% of Aus travellers (n=840)

Industry Webinar

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WHILE VOLUMES ARE DOWN, ROAD TRIPS ARE ON THE RISE AGAIN


Source: TripTech (Outdoria Group)

PROPORTION OF TRAVELLERS EACH WEEK COMPARED TO THE AVERAGE NUMBER OF TRAVELLERS IN 2019

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SUMMARY


4.

TIMES ARE

TIGHT, ALLOW

FOR MORE

AFFORDABLE

TRAVEL OPTIONS

5.

RECONNECTION

AND ROAD

TRIPS WILL LEAD

THE RECOVERY

1.

DEMAND EXISTS

AMONGST MORE

PASSIONATE

TRAVELLERS

3.

CROWDS ARE

THE BIG ISSUE

SO SOCIAL

DISTANCE IS

IMPORTANT

2.

FAMILIES (AND

BOOMERS) ARE

KEEN TO GET

BACK OUT

THERE

…

Industry Webinar

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Tourism Australia Weekly Webinar Friday 31st July 2020

…AUSTRALIA NEEDS A HOLIDAY

DOMESTIC ACTIVITY

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DOMESTICMARKETING STRATEGY

Industry Webinar

PEOPLEDemand exists, Australians wanta holiday. The barriers to travel

are significant and evolving Domestic travellers don't travel l ike international visitors.

COUNTRYThe health situation, restrictions, and subsequent economic downturn is having a huge impact on the tourism sector and economy as a whole.

HEADA year’s worth of inspirational and educational messaging and content that shows Australians how to holiday here this year in new and different ways, supported with compelling partner activity and offers.

HEARTA patriotic call to holiday for Australia! Shared recovery - take care of yourself and take care of your country at the same time.

ISSU

EA

PP

RO

AC

H

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DOMESTIC CAMPAIGNS TO DATE

With Love From Aus Live From Aus The Love Australia Project Australia We’ve Missed You

Industry Webinar

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DOMESTICPR COVERAGEEXAMPLES

Industry Webinar

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DOMESTICPR COVERAGEEXAMPLES

Industry Webinar

Tourism AustraliaTourism Australia

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CONTENT PARTNERSHIPS OVERVIEW

(May-Sept)

To inspire and drive desire, and share positive

public sentiment at scale

(May-Dec)

Drive desire, demonstrate breadth of experience through passion points

(May-Sept)

Content licensing and drive desire and planning

(Aug-Sept)


(July)

Drive desire, demonstrate breadth of experience through passion points

(Aug-Sept)


Industry Webinar Friday 31st July 2020

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MEDIA CONTENT PARTNERSHIPS SNAPSHOT


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MEDIACONTENT PARTNERSHIPS


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MEDIA CONTENT PARTNERSHIPS

Tourism Australia

Only in Australia podcast episodes:• Australia’s Cultural Scene• Australian Architecture and Design • Dining & Drinking in Style• Tourism Entrepreneurs and Innovators • Aboriginal Experiences


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INTERNATIONALCONTENT PARTNERSHIPS

Tourism Australia

Instagram Stories Takeover


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AUSTRALIA.COMROADTRIPS

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AUSTRALIA.COMNEW CONTENT

60 new articles and itineraries written specifically for domestic audience

Industry Webinar

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NEW VIDEO FORMATS

Series of immersive 8D videos for global release

Series of 'how to' and Place Guide videos for australia.com & YouTube

Clickable interactive video

Industry Webinar

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NEW SOCIAL FORMATS

Destination GuidesListiclesFeatured Storyteller

Industry Webinar

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HOW YOU CAN GET INVOLVED

Social Media

Tag @Australia and use #holidayherethisyear and #seeaustralia. These channels are monitored daily as a primary source of content.

Content can also be sent to [email protected]

Public Relations

Send your stories, press releases or ideas to [email protected]

Media Hosting Program

Tourism Australia’s Media Hosting Program team works closely with the Australian tourism industry to host journalists, influencers and television crew.

Contact [email protected] for more information.

Broadcast Program

Tourism Australia works with television networks and local production companies to support television projects.

Contact [email protected] for more information.

Industry Webinar

mailto:[email protected]



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WHAT’SNEXT

Industry Webinar

Tourism AustraliaTourism Australia

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DOMESTIC CAMPAIGNTHEMES

Launch Campaign

(All of Australia)City Breaks

Road Trips Youth / Gap Year

End of Year / Summer

Epic Journeys

Luxury AustraliaFood & Drink/Agri-Tourism

Australia.com, Social Media, Content Partnerships and Distribution, Search, etc.


DISTRIBUTION &PARTNERSHIPS

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WORKING WITH PARTNERSTO PIVOT TIMING OF CAMPAIGNS

NATIONALPARTNERS

STO PARTNERS

‘HALO’ PARTNERS (NOT CONTRACTED)

STOs currently focused on intrastate before moving back into national campaigns when the time is right.

National campaigns to a national audience – sensitive to state border openings and customers being able to travel more widely

Tourism Australia

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1.

2.

3. Coming soon: updated partner toolkit to align with the new campaigns. Industry keep using to support shared recovery.


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CONVERSION PARTNERSHIPS

AUSSIEDOMESTIC SPECIALISTPROGRAM

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- “I have just completed my Aussie Specialist Training and loved the course and all the information contained in it and all the resources that are available to us”. Consultant, Oasis

World Travel

Industry Webinar Friday 31st July 2020Tourism Australia

THANK YOU

tourism australia webinar series...tourism australia industry webinar friday 31st july 2020 travel...

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