P G I AA NEW IMAGE DEVELOPMENTS P L J 2013 · PHR: Industry, Market & Competitive Analysis 6 FIGURE 2: QUEENSLAND ECONOMIC INDICATORS, ABS Queensland’s Economic Indicators Queensland

PHR: Industry, Market & Competitive Analysis

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RESEARCH ANALYSIS

PREPARED BY GROWTHINK INC

FOR

AA NEW IMAGE DEVELOPMENTS

PTY LTD

JULY 2013


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TABLE OF CONTENTS

Industry Analysis ........................................................................................................................... 4

Market Analysis ............................................................................................................................. 8

Competitive Analysis ................................................................................................................. 14


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INDUSTRY ANALYSIS1

KEY INDUSTRY TAKEAWAYS The Australian economy was not as significantly impacted by the global financial

crisis in comparison to other developed countries.

Unlike Australia as a whole, Queensland was affected by the global financial crisis.

Yet, declining gross state product growth is expected to improve with rebounding

private investments.

Queensland’s construction activity is expected to pick up over the next five years.

AUSTRALIAN ECONOMY While the world’s economic recovery is still struggling to find traction, Australia’s economy is

relatively sound. The global financial crisis that deeply affected many developed Western

countries did not have such a profound impact on Australia’s economy. The absence of a

recession following the global financial crisis is primarily attributed to the continent’s banking

system infrastructure, strong economic position, increased demand for high-priced coal

and iron ore from Asia, and reactive macro policy responses to the shifting economic

global landscape. Figure 1 illustrates Australia’s resilience by resilience score (higher the

better) in comparison to other countries.

FIGURE 1: RESILIENCE TO ECONOMIC CYCLES BY COUNTRY, IMD

1 BIS Shrapnel, ACG, CSQ, Australian Bureau of Statistics, International Institute for Management Development

4.18

4.38

5.85

5.96

6.18

6.67

6.84

7.28

7.68

7.74

0 1 2 3 4 5 6 7 8 9

United Kingdom

Japan

USA

Hong Kong

Singapore

Brazil

Taiwan

Canada

Australia

Norway


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Economic growth is largely dependent on steady demand from China and developing

south-east Asian countries. Economic growth in China is anticipated to dampen over the

next few years due to slowing export growth, a key component of China’s recent double

digit growth trends. Yet, growing domestic trade, urbanization, increasing per capita

disposable household income, and higher levels of consumer spending is projected to assist

China’s economic growth over the next five years, in turn supporting Australia’s economic

growth despite struggles faced by the United States and Europe.

Australia’s slow economic growth may be attributed to natural disasters, a strong Australian

dollar value, falling consumer confidence regarding the overall economy and the

withdrawal of Federal Government stimulus programs. Public and private investment

dropped significantly, which are major drivers of the Australian economy. These investments

include construction, plant equipment and intangible purchases, mineral exploration and

growing biological assets, the largest economic factor being the construction sector. Prior

to the global financial crisis experienced from 2008, Australia experienced strong economic

growth as public and private investment was poured into mining and energy resource

projects. Although the global financial crisis spurred both the federal and state

governments to create substantial stimulus programs, these investments are expected to

decline from 2011 onwards. Yet, steady private investment in mining and energy projects is

expected to increase Australian GDP growth by 3.8% in both 2012 and 2013, respectively.

QUEENSLAND ECONOMY From the onset of the global financial crisis, Queensland’s gross state product growth

dropped from approximately 4%-6% per year to about 0.6% in 2008-2009 and 1.7% from

2009-2010. The growth witnessed in the latter years may be attributed to increased

implementation of public stimulus programs. A withdrawal in public stimulus programs in the

years 2010-2011 further reduced Queensland’s economic growth to 0.2%. The state’s gross

state product output is highly correlated to coal mining and emerging coal seam gas

industries, and also affected by international and domestic tourism trends and the services

industry. Unlike the greater Australian economy, Queensland has been in a recession the

past five years. Queensland was affected by the high Australian dollar, weak residential

construction and halted mineral investments. Further, major natural disasters such as

cyclones and floods impacted coal exports significantly. Queensland’s coal exports

account for about a third of total national exports.

Queensland’s gross state product growth is expected to exceed 5% over from 2011-2013. In

2011 and 2012, coal and natural resource exports are anticipated to rebound significantly.

Post-flood reconstruction efforts and greater investments in the mining sector will also

attribute to this growth. The state’s gross state product growth is expected to remain robust

over the years to 2016, primarily due to increases in private investment in new resource

projects, outperforming the greater national average. Figure 2 details Queensland’s

economic indicators according to the most recent Australian census data.


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FIGURE 2: QUEENSLAND ECONOMIC INDICATORS, ABS

Queensland’s Economic Indicators

Queensland annual real economic growth (2010-2011) 0.2%

Australian annual real economic growth (2010–2011) 2.1%

Real Gross State Product AU $251.6 billion

Proportion of Australian GDP 19.1%

Population (30 December 2011) 4.51 million

Annual population growth 1.5%

Annual employment growth (May 2012) 0.5%

Trend unemployment rate (May 2012) 5.5%

Annual inflation (March quarter 2012) 1.3%

Exports of goods and services (2010–2011) AU $49.3 billion

Imports of goods and service (2010–2011) AU $41.1 billion

CONSTRUCTION IN QUEENSLAND Total construction activity has picked up in 2011 and 2012 compared to 2007 and 2008. As

the Queensland economy recovers from the global financial crisis, the construction sector

has also experienced growth. Construction activity is expected to increase by 78% in 2011-

2012, in comparison to growth in 2007-2008. Queensland construction activity is expected to

outperform the national average over the next five years despite slow employment growth.

Further, the Construction Forecasting Council (CFC), as noted by the CSQ, predicts

construction activity to be led by a rise in resource-led engineering construction activity

and residential construction. The Queensland Major Contractors Association also expects

annual major project work to almost double from $10.7 billion per annum in 2011-2012 to

about $20 billion per annum in 2013-2014 and 2014-2015.

NON-RESIDENTIAL BUILDING Non-residential building construction rose 9% in 2008-2009, a trend not witnessed in other

Australian states. Commercial building construction activity remained flat due to delayed

projects while social and industrial building construction showed signs of growth as a result

of the Building the Education Revolution (BER) initiative. The withdrawal of the BER scheme

reduced non-residential building construction activity in 2011-2012 and is expected to return

education building back to normal levels. The non-residential building segment is expected

to experience growth over the next five years.

RESIDENTIAL BUILDING Residential building construction activity in Queensland, including alterations and additions,

has fallen 9.8%, 5.8% and 13% over the three years to 2011. An overall weak Queensland

economy, weak rental growth and high land prices are reducing investments into the

residential building construction sector. Yet, this segment is expected to grow over the next

few years as the overall population is expected to grow and housing demand increases.


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ENGINEERING CONSTRUCTION Queensland’s engineering construction activity fared well until a 5.3% decline in 2009-2010.

Weak transport and utilities construction activity, in addition to falling construction activity of

roads, railways, water and electricity sector, all hurt industry growth. However, an increase in

mining and heavy industry construction, including coal, oil, gas and various mining projects,

is expected to raise engineering construction activity to about $35 billion by 2013-2014.


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MARKET ANALYSIS2

KEY MARKET TAKEAWAYS Queensland tourism attracts 18 million domestic and international overnight visitors

that spend about $17.2 billion.

The drive tourism initiative is expected to drive regional tourist expenditure to $30

billion per annum by 2020.

Queensland is expected to be a huge Chinese tourist destination, jumping from

202,000 tourists in 2011 to about 428,000 Chinese tourists by 2016.

TOURISM IN QUEENSLAND Tourism in Queensland is considered one of the four pillars of the economy, expected to

attract 18 million domestic and international overnight visitors with a collective spend of

about $17.2 billion annually into the state’s economy. Tourism directly contributes about

124,000 jobs annually into the state’s workforce.

FACTS AND FIGURES3

The following figures illustrate tourism statistics in Queensland for the

year ended December 2012.

Figure 5 details the number of domestic overnight visitors and international overnight visitors

by select region and type of visit.

FIGURE 3: V ISITORS TO QUEENSLAND

Visitors

% change from

YE Dec. 2011 Nights

% change from

YE Dec. 2011

Domestic (overnight) 18,001,000 6% 74,471,000 6%

Intrastate 12,631,000 9% 42,083,000 14%

Interstate 5,370,000 0% 32,388,000 -2%

Domestic (daytrip) 39,706,000 15% - -

International 2,017,000 5% 43,666,000 7%

FIGURE 4: V ISITOR EXPENDITURE TO QUEENSLAND

Expenditure

($ millions)

% change from

YE Dec. 2011

% share of

expenditure in

Australia

% change from

YE Dec. 2011

Domestic (overnight) $13,456 8% 26.9% 1.0% points

Domestic (daytrip) $4,189 14% 23.0% 0.6% points

International $3,822 2% 20.6% -.03% points

2 Department of Tourism, Queensland Tourism, Trades Recognition Australia, Australian Bureau of Statistics,

Queensland Government 3 Tourism and Events Queensland


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Total $21,467 8% - -

FIGURE 5: DOMESTIC VISITORS BY REGION (QUEENSLAND)

Visitors %

change Holiday %

change

Visiting

Family and

Friends

%

change Business %

change

Southern

Great Barrier

Reef

Domestic

overnight 1,825,000 16% 592,000 -9% 744,000 57% 364,000 5%

International

overnight 129,000 2% 95,000 -2% 17,000 13% 9,000 -

Tropical North

QLD

Domestic

overnight 1,504,000 1% 797,000 -3% 333,000 36% 283,000 -17%

International

overnight 663,000 12% 590,000 10% 32,000 14% 23,000 35%

Whitsundays

Domestic

overnight 480,000 -9% 319,000 -4% 82,000 - 50,000 -

International

overnight 163,000 -2% 155,000 -3% 5,000 - 1,000 -

Mackay

Domestic

overnight 745,000 19% 165,000 - 251,000 24% 274,000 41%

International

overnight 43,000 -4% 26,000 -10% 8,000 - 3,000 -

Townsville

Domestic

overnight 878,000 -2% 316,000 17% 257,000 -18% 212,000 -

International

overnight 109,000 0% 82,000 -2% 15,000 -12% 6,000 100%

Sunshine

Coast

Domestic

overnight 2,806,000 2% 1,740,000 15% 830,000 -5% 136,000 -

International

overnight 228,000 -4% 174,000 1% 51,000 -7% 5,000 -

Fraser Coast

Domestic

overnight 632,000 5% 343,000 9% 187,000 - 68,000 -

International

overnight 113,000 -10% 105,000 -12% 7,000 - 1,000 -


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The following figures illustrate international tourism statistics by Queensland region for the

year ended December 2012. Figure 8 illustrates the number of tourists by international

country.

FIGURE 6: INTERNATIONAL V ISITORS BY QUEENSLAND REGION

Visitors

Annual

Change Average Stay

Holiday

Visitors

Annual

Change

Brisbane 957,000 8% 19.6 468,000 10%

Gold Coast 755,000 4% 10.0 580,000 3%

TNQ 663,000 12% 8.9 590,000 10%

Sunshine

Coast 228,000 -4% 10.9 174,000 1%

Whitsundays 163,000 -2% 7.6 155,000 -3%

Fraser Coast 113,000 -10% 4.3 105,000 -12%

Townsville 109,000 0% 14.0 82,000 -2%

Southern GBR 129,000 2% 16.5 95,000 -2%

Mackay 43,000 -9% 15.7 26,000 -15%

Southern QLD

Country 48,000 0% 30.2 20,000 -9%

FIGURE 7: INTERNATIONAL EXPENDITURE BY QUEENSLAND REGIONS

$ million Annual Change Spend per visitor Spend per night

Brisbane $1,494 -2% $1,545 $76

Gold Coast $844 1% $1,117 $112

TNQ $873 17% $1,316 $141

Sunshine Coast $186 -12% $1,144 $151

Whitsundays $108 0% $473 $44

Townsville $87 8% $800 $57

FIGURE 8: QUEENSLAND INTERNATIONAL TOURISM BY COUNTRY

Visitors Annual Change

New Zealand 408,000 0%

Total Asia 789,000 13%

Japan 177,000 7%

China 261,000 27%

Korea 59,000 -8%

Taiwan 40,000 5%

Singapore 66,000 25%

Malaysia 43,000 2%

Hong Kong 46,000 18%

India 31,000 3%

Indonesia 24,000 9%

Americas 207,000 5%

USA 160,000 8%

Canada 47,000 -4%


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Total Europe 461,000 0%

UK 192,000 -3%

Germany 76,000 12%

France 38,000 3%

Scandinavia 35,000 -5%

Netherlands 17,000 -19%

Italy 22,000 10%

Switzerland 16,000 0%

DRIVE TOURISM

With the implementation of the drive tourism initiative, Queensland seeks to drive regional

tourist expenditure to $30 billion per annum by 2020. According to the Tourism Research

Australia’s National and International Visitor Surveys, in 2012 there were approximately

632,000 international drive tourist visitors to Queensland (or 32% of all international tourists)

and 10.3 million domestic drive tourists (or 57% of all domestic visitors) to Queensland. The

main goal of the drive tourism initiative heavily instituted from 2013-2015 is to position

Queensland as one of the top tourist destination spots in the world. This includes maintaining

the quality of roads, appropriate rest areas, accommodation options and visitor information

tools in order to create more jobs, develop more infrastructures and to foster regional

cooperation in maintaining Queensland’s beauty. Queensland businesses rely on income

from drive visitors who often purchase local products and services, along with basic travel

necessities offered by local businesses.

The drive tourism market is extremely important to tourism in Queensland as a large number

of tourists are drive tourists. Out of the millions of Australians that visit Queensland each year,

about 12.8 million come for leisure and about 9.6 million of these visitors drive during their

journey. Of the 2 million international visitors that visit the state, 1.8 million come for leisure

and about 675,000 of these individuals drive during their trip. Thus, the government seeks to

improve road quality by investing in road safety and maintenance, ensuring protection from

natural disasters, and researching the impact of other industries, such as the freight trucking

industry, on such roads. The state also strives to improve road signage to accurately direct

tourists in the right direction and seeks to develop appropriate rest areas for fatigued driving

tourists.

These drive tourists can generally be divided into two segments: the grey nomads and the

youth markets. The grey nomads are individuals over the age of 55, retired or semi-retired,

and traveling for leisure purposes. These individuals tend to spend more nights traveling per

annum than younger generations and often travel during off-peak periods. These

individuals tend to spend approximately 163 days per year on the road and spend an

average of three days at each stopover. The Australian Bureau of Statistics expects that by

2050, this segment is expected to more than double. The youth market includes those

considered Generation Y, including individuals between the ages of 18 and 30 years. These


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individuals are more active and tend to travel in order to develop life skills and moral

confidence.

ACCOMMODATION

Queensland houses about 1,127 hotels, resorts, hotels, guest houses and serviced

apartments. The accommodation segment accounts for about $2.228 billion in revenue

annually. With the drive tourism initiative and expected tourist growth in coming years, the

state will require more investment into accommodation solutions. If the potential goal of an

extra $15 billion in expenditure expected by 2020 is readily met, these 44.4 billion visitors will

need an additional 25,466 rooms in order to meet this demand.

Domestic tourists spend an average of 11.8 nights in Queensland and spend approximately

$113 per night. International tourists spend an average of 26.4 nights in Queensland and

spend approximately $76 per night.

CHINESE TOURISM4

Queensland’s inbound Asian markets are expected to grow tremendously over the ten

years to 2020, mainly from China (25.8%), Indonesia (13.1%) and India (10.4%). China

dominates the Asian tourism market, worth about $2.7 billion per year, and is considered to

be Australia’s fastest growing inbound international source market in terms of visitors and

expenditure. In 2010, China became Australia’s highest yielding market, surpassing tourists

from the United Kingdom, United States and New Zealand.

In 2011, there were approximately 490,000 Chinese visitors in Australia. This accounts for

about 9% of all international visitors into the country. Of these 490,000 Chinese tourists, about

202,000 made a visit to Queensland and spent about $409 million in the state, an increase

of 22% over the past year. Further, the average spent by each Chinese visitor in Queensland

was approximately $2,026. In 2012, about 261,000 Chinese tourists visited Queensland, as

illustrated in Figure 8.

According to the International Visitor Survey, the main reasons for Chinese travelers to

Queensland includes: holiday (66%), business (10%), visiting friends and relatives (9%) and

education (7%). Queensland served as the destination for choice for independent travelers,

leisure visitors and sightseers.

It is important to note the priority target Chinese markets. According to Tourism China, there

are a number of regions that serve as targets for Queensland’s tourist market. Queensland

tourist efforts seek to market Queensland’s attractions to the markets illustrated in Figure 9.

Figure 9 details potential target regions in China by market development.

4 Tourism China


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FIGURE 9: CHINESE PRIORITY TARGET C ITIES BY DEVELOPMENT

By 2016, Chinese expenditure in Queensland is projected to reach up to $829 million, an

average annual increase of about 8.1%. By the same year, the state is expected to

welcome and house approximately 428,000 Chinese tourists. This will all be supported by

non-stop air connections from China to Queensland, streamlined and efficient visa

arrangements, and the innovative use of technology.

Emerging Markets

Dalian Qingdao Wuhan Changsha Xian Xiamen

Developing Markets

Shenyang Tianjin Wuxi Suzhou Nanjing Ningbo Wenzhou Foshan Dongguan Chengdu Chongqing

Established Markets

Beijing Shanghai Hangzhou Guangzhou Shenzhen


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COMPETITIVE OVERVIEW Hamilton Island offers five accommodation resorts and hotels specifically designed to meet

one’s budgets and expectations. These include, as rated by TripAdvisor: 1) Qualia Resort, 2)

Beach Club, 3) Palm Bungalows, 4)Whitsunday Apartments and 5)Reef View Hotel. All of

these resorts, with the exception of Palm Bungalows, offer ocean views, beach access,

spas, dining options and much more. Room rates range from a minimum of $360 AUD (Reef

View Hotel) to a minimum $975 AUD (Qualia Resort) per night.

Further, Hayman Island offers a single accommodation option through its Great Barrier Reef

resort. Overlooking the vistas of the Whitsundays and the Great Barrier Reef, Hayman’s

accommodation includes an array of resort rooms, suites, penthouses, beach villas and a beach

house. All accommodations also feature private terraces or balconies. Room rates range from

$590 AUD to $8,000 AUD per night.

Port Hinchinbrook Resort will compete with the companies detailed below and illustrated

above for customers and consumer participation in the resort experience. Each has distinct

specifications and key amenities that the company will compete to meet in the

marketplace.

COMPETITOR PROFILES

Peninsula Airlie Beach

Overview: Peninsula Airlie Beach is a 5 star luxury beach accommodation

option for both domestic and international tourists. The company

offers waterfront apartments and penthouses. Peninsula offers 1, 2,

3, or 4 bedroom apartments and penthouses, all equipped with

balconies that offer expansive views of the marina and the Coral

sea.

Rates: Low season: $83.20-$189.50 (2 night minimum)

High season: $106.15-$139.75 (5 night minimum)

Launched: 2007

Contact: 144 Shingley Drive

Airlie Beach, QLD 4802

(07) 4964 1600

www.peninsulaairliebeach.com


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Rating: Tripadvisor: 5/5 stars, 101 reviews

Booking: N/A

Revenue: N/A

Key Takeaways: -Requires a minimum night stay.

-Most rooms are shared amongst 2-8 people.

-Also offers wedding accommodations.

Lizard Island Resort

Overview: Lizard Island’s Great Barrier Reef resort offers 40 luxury suites with

access to 24 powdery white beaches. The company also offers a

spa (Azure Spa), which offers a variety of treatments using natural

Australian spa care products. Complimentary activities include

tennis, a gym, snorkeling equipment, glass bottom boat trips,

paddle skis and more. Other activities include research station

tours, diving and snorkeling trips, sunset wine and cheese cruise,

and more.

Rates: Garden Rooms: From $1,519 AUD per room per night

Sunset Point Villas: From $1,879 AUD per room per night

Anchor Bay Suites: From $2,119 AUD per room per night

The Pavilion: $3,419 AUD per room per night

Launched: 1983

Contact: Lizard Island, QLD 4871

(07) 4043 1999

www.lizardisland.com.au

Rating: Tripadvisor: 4.5/5 stars, 227 reviews

Booking: N/A

Revenue: N/A

Key Takeaways: -Lots of complimentary and fee-based activities offered.

-Offers a restaurant, lounge, spa and more.

-Offers wedding and event accommodations.


16

Martinique Whitsunday Resort

Overview: Martinique Whitsunday Resort is a 4.5 star resort that offers 20 self

contained units in French-Caribbean architectural style, along with

a swimming pool and surrounding decking area. Bedrooms offered

are offered in 1, 2 and 3 bedroom apartments. All apartments

come equipped with internet access, laundry, air conditioning, a

self catering full kitchen and more. Located only 250 meters from

the heart of the Airlie Beach, the company boasts a wonderful

location. The company also offers a gym, BBQ area, tropical

garden, spas and a terrace.

Rates: Low season: From $440 to $2625 depending on people and nights

stayed.

High season: From $250 to $440 per night depending on people.

Launched: 1999

Contact: 18 Golden Orchid Dr.

Airlie Beach, QLD 4802

(07) 4948 0401

www.martiniquewhitsunday.com.au

Rating: Tripadvisor: 5/5 stars, 80 reviews

Booking: 9.4/10 stars, 85 reviews

Revenue: N/A

Key Takeaways: - Lots of value-added services (day cruise tours, spa, etc).

-Offers special accommodation and beach packages for 2 visitors.


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Kewarra Beach Resort and Spa

Overview: Kewarra Beach Resort and Spa offers deluxe bungalows and

spacious suites located throughout 30 hectacres of beautiful

tropical gardens. The company offers both beachfront and

rainforest accommodations, and also offers a spa, restaurant, bar,

gardens, pools, nanny services and more. Kewarra also offers a

number of multi-night special packages.

Rates: Pandanus Romantic Bungalow: From $185 AUD per night

Pipi Beachfront Bungalow: From $265 AUD per night

Bauhinia Luxury Suite: 1 bedroom from $390 AUD per night, 2

bedroom from $520 AUD per night

Timara Plantation Suite: From $450 AUD per night

Launched: N/A

Contact: 80 Kewarra Street

Kewarra Beach, QLD 4879

(07) 4058 4000

www.kewarra.com

Rating: Tripadvisor: 4.5/5 stars, 654 reviews

Booking: 8.6/10 stars, 10 reviews

Revenue: N/A

Key Takeaways: -Wedding and event accommodation and packages.

-Multiple room choices and packages.


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COMPETITOR ONLINE PROFILES All four competitors have weak online profiles in terms of online linkages and web traffic

levels. Peninsula Airlie Beach, Martinique Whitsunday Resort and Kewarra Beach Resort and

Spa all do not have measurable web traffic levels in terms of monthly unique visitors and

monthly page views. Lizard Island Resort is the only competitor with measurable web traffic

and the resort also has the most websites linking in out of these competitors. Lizard Island

Resort is also the only competitor with a Twitter presence.

Company Websites Linking In

Monthly Unique

Visitors/ Monthly Page

Views

(6 month average)

Social Media

Peninsula Airlie Beach 30 N/A 4 Facebook likes

Lizard Island Resort 201 733 visitors

3,369 page views

5,180 Facebook likes

439 Twitter followers

Martinique

Whitsunday Resort 61 N/A 163 Facebook likes

Kewarra Beach Resort

and Spa 57 N/A 1,119 Facebook likes

Documents

P G I AA NEW IMAGE DEVELOPMENTS P L J 2013 · PHR: Industry, Market & Competitive Analysis 6 FIGURE 2: QUEENSLAND ECONOMIC INDICATORS, ABS Queensland’s Economic Indicators Queensland