Destination Q Research & Insights Whitsundays · PDF fileHas a variety of food options Fiji Western Europe Has great service New South Wales Fiji Has great weather Tasmania Hawaii

Destination Q

Research & Insights

Whitsundays Conversations

• Consumer Insights (DTESB and FiftyFive5)– Tourism Environment

– Consumer Wants/Needs

– Consumer Perceptions

• Digital Project Results (DTESB and Trip Advisor)– Hotels, Attractions and Restaurants

– Queensland v other States

– Queensland v other Countries

• Whitsundays Latest Tourism Data

Inspiring the world to experience

the best address on earth

[ 4 ]

HEADWINDS

There are a number impacts on Queensland tourism

COMPETITION HAS RAISED THE STAKES

VALUE HAS BEEN

REDEFINED

QUEENSLAND OCCASION CONTEXT IS

NARROWING

HOLIDAY EXPECTATIONS HAVE CHANGED

BARRIERS TO INTERNATIONAL TRAVEL ERODED

CATEGORY HAS

EVOLVED

[ 5 ]

Travel has evolved

Overseas travel is more affordable

Holiday time under threat (time and money)

Needs to be ‘worth it’

Travellers empowered and in control

[ 6 ]

International/domestic boundary is blurring

“I’ve been to New Zealand and all around Australia,

but I haven’t been overseas yet” SINK/DINK, SYDNEY, ONLINE COMMUNITY

Physical barriers disappearing

Emotional barriers disappearing

Close international destinations almost viewed as domestic

Consumer Trends Increased International Travel

Source: National Visitor Survey (NVS), Tourism Research Australia - December 2006 - 2015

Ind

ex

Commercial in Confidence

80

100

120

140

160

180

200

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Australians

Australians

Queenslanders

Interstate Travel

[ 8 ]

Holiday expectations have changed

Expecting transformative experiences

Bragging rights

Word of mouth - Social media ‘worth sharing’

Traditional ‘beach only’ holiday declining

[ 9 ]

The competition has raised the stakes

Authentic cultural experiences

Powerful marketing captures travellers’ imaginations

[ 10 ]

Value has been redefined

Stronger Australian dollar - expect more for less

Key value pain points are the need to ‘constantly pay and pay’

“Travel’s become so cheap - people used to travel within Australia because they couldn’t afford to go overseas, but now it’s affordable” SINK/DINK, SYDNEY, FOCUS GROUP

[ 11 ]

Queensland’s occasion context is narrowing

Currently anchored in short break occasions (4-5 days)

Less likely to be chosen for the 1-2 week ‘ real holiday’ occasion

Holiday expectations have changed

FROM ‘ YOUR IDEAL HOLIDAY’ ONLINE COMMUNITY TASK

Travellers expectations of an ideal holiday have increased from a

week long ‘drive up the coast’ a generation ago

86%

86%

82%

77%

76%

74%

73%

72%

72%

72%

67%

66%

54%

50%

47%

45%

45%

43%

35%

30%

29%

28%

Offers good value for money

Lots to see and do

Offers all standards of…

Has a variety of food options

Has great weather

Simple and uncomplicated

Low-cost and budget

Is an iconic destination

Proud to talk about to…

Has major events

A familiar place I know

What’s most important to me in a choice of destinationStated importance

[ 14 ]

Where do we sit against competing destinations

on what is most important to travellers?

Queensland’s relative ranking amongst 15 destinations

Rank # Attribute

Weakest

Association

Destination

Strongest Association Destination

[ 15 ]



Good value for money Western Europe Asia (rest of)

Safe to visit Thailand Tasmania

Lots to see and do Fiji Eastern Europe

Makes me feel welcome (like a guest) New South Wales Fiji

Offers all standards of accommodation Hawaii Western Europe

Offers unique experiences New South Wales Eastern Europe

Has a variety of food options Fiji Western Europe

Has great service New South Wales Fiji

Has great weather Tasmania Hawaii

I can get there easily Western Europe Victoria

Simple and uncomplicated Western Europe Fiji

Has great food and wine Asia (rest of) South Australia

Low-cost and budget Western Europe Asia (rest of)

Represents the best of Australia Asia (rest of) Western Australia

Is an iconic destination Victoria Western Europe

Family-friendly Eastern Europe Fiji

Proud to talk about to friends and family

South Australia Eastern Europe

Has great shopping Tasmania USA

Has major events Fiji USA

Not many people visit for holiday USA Northern Territory

A familiar place I know Eastern Europe Victoria

Has a vibrant night life Tasmania USA

STRONGEST ASSOCIATIONWEAKEST ASSOCIATION

IMP

OR

TAN

CE


QUEENSLAND AUSTRALIA INTERNATIONAL

[ 16 ]



Strongest

Association

Weakest

Association


#1 Good Value for Money

Western Europe

Asia (Rest of)

#13 Low Cost and Budget

Western Europe

Asia (Rest of)

[ 17 ]



Strongest

Association

Weakest

Association


#6 Offers Unique Experiences

NSW Eastern Europe

#7 Has a variety of food options

Fiji Western Europe

#8 Has great service

NSW Fiji

[ 18 ]


on what is most important to travellers in terms of overall experience?

Safe Asia (rest of) South Australia

Friendly Western Europe Tasmania

Affordable Western Europe South Australia

Welcoming Western Europe South Australia

Fun South Australia USA

Relaxing USA Fiji

Easy Western Europe Victoria

Natural Western Europe Tasmania

Exciting Victoria USA

Authentic Hawaii Northern Territory

Rejuvenating Eastern Europe Fiji

Cultural Queensland Eastern Europe

Vibrant Fiji USA

Adventurous Victoria Northern Territory

Developed Fiji Western Europe

Romantic Asia (rest of) Hawaii

Cosmopolitan Fiji Western Europe

Exotic New South Wales Asia (rest of)

Aspirational Fiji Western Europe

Contemporary Northern Territory Western Europe

Secluded Western Europe Tasmania

Sophisticated Northern Territory Western Europe

Busy Tasmania USA

Uncharted Western Europe Northern Territory

STRONGEST ASSOCIATIONWEAKEST ASSOCIATION

IMP

OR

TAN

CE


[ 19 ]

Strongest

Association

Weakest

Association



#5 Fun

South Australia

USA

#6 Relaxing

USA Fiji

#7 Easy

Western Europe

Victoria

Where do we sit against competing destinations on what is most important to travellers in terms of overall experience?

The Whitsundays

in 4 slides

Whitsundays Expenditure

Origin of visitors to the Whitsundays

Origin of visitors to the Whitsundays

SEASONALITY

Innovative Experiences ….Exceeding your Guests’ expectations

EXPERIENCES

“A tourism ‘product’ is what the customer buys but the tourism ‘experience’ is what they remember and talk about…it’s the emotional feeling and connection that makes them feel like a valued GUEST.”

EMOTIONAL CONNECTION

Feelings

Emotional Functional

How our guests and influencers feel

What we do

VALUE

THE ‘Value’ proposition

Lower value Higher value

EXPERIENCE is everything!

“Be different or be dead. Memorable experiences are about creating value.

Value is the defining factor.

When there is no difference in value people buy on price alone.

You can only compete on price for so long but you can compete on value forever”.

The Experience Economy

MEMORABLE ‘SIGNATURE’ EXPERIENCES1. Only in your destination

2. An inspirational story

3. The customer in the ‘lead role’

4. Multisensory – see, touch, smell, taste & hear

5. A ‘backstage pass’

6. Feel like a local

7. It’s authentic & genuine

8. Reflects your brand

9. The element of surprise!!!

10. Creates lasting memories

LUXURY RE-DEFINED

“Luxury travel today is less defined by thread count and Michelin stars and more by access to the people, places and experiencesthat represent all that is authentic about a destination…….today’s luxury traveler seeks more depth of understanding and immersion into local culture than ever before. People don’t just want to see – they want to participate.”

CEO Red Savannah

DESTINATION ‘HERO’ EXPERIENCES

• … those world class iconic experiences that provide a destination with a real competitive advantage over other destinations;

• … those experiences that focus on what is truly unique or memorable or engaging about a destination ;

• …those experiences that meet the needs of our target markets.

QLD HERO EXPERIENCES

Service OR Hospitality!

…from service to HOSPITALITY

Service is what we do. HOSPITALITY is how we exceed guests’ expectations...........the art of greeting GUESTs with graciousness and appreciation

Great

Good

ONE OF A KIND

Customer Service HOSPITALITY

g.u.e.s.t. philosophy

EXPERIENCES

“I've learned that people will forget

what you said, people will forget

what you did, but people will never

forget how you made them feel.”

Dr. Maya Angelou

Thank you

Destination Q Digital Masterclass

@queenslandTourism & Events Queensland

Key trends in the digital environment

Digital Channels Masterclass

Increasing global competition

Word of mouth is increasing in volume and trust

Personalisation of the travel planning process

Growth in internet use and mobile consumption

Big data

The five stages of holiday planning


57% of respondents to a Tourism Australia survey confessed they added a destination to their bucket list based on content shared by a friend to social media


1. OFFERS & INFORMATION

2. INSPIRATION OF WHAT TO DO

3. SHARED EXPERIENCES FROM OTHER TRAVELLERS

THE TOP 3 TYPES OF TRAVEL CONTENT

CONSUMERS VALUE WHEN PLANNING A TRIP

CONFIDENTIAL

THE IDEA: INSPIRATION ON WHERE

TO GO & WHAT DO TO

- Users look to social media for inspiration

when dreaming of their next holiday

destination

PLANNING

1. TIMELY CUSTOMER SERVICE

2. REAL TIME TRAVEL INFORMATION

3. INFORMATION TO ENHANCE THE TRAVEL EXPERIENCE

WHEN EXPERIENCING A TRIP THE MOST

VALUED CONTENT CONSUMERS VALUE IS:

Advocate

Sarah MatthewsTripAdvisor

Head of Destination Marketing, Asia Pacific

ADVOCATE

How To Respond!

1. Thanks –reminds Thomas the Tank Engine

2. Genuine of the weather!

3. Kind words on staff

4. Honesty: Yummy bread pudding

5. Acknowledge and explains –volunteers needed

6. Investment update – upsell

7. Reminder next Thomas!!!!


Report Back

Develop collaborative content strategies

Engage travellers

Engage across the holiday planning cycle

Enable WiFi to increase sharing

Increase industry capability

Thank you.

@queensland

Documents

Destination Q Research & Insights Whitsundays · PDF fileHas a variety of food options Fiji Western Europe Has great service New South Wales Fiji Has great weather Tasmania Hawaii