SUMMARY - Tourism Australia · 2020-06-03 · Sport and Adventure Natural Beauty Wildlife Size of bubble = Importance for destination choice Read as: Food and wine experiences are

CONSUMER PROFILE CHINA

SUMMARY

Traveller Snapshot 2017 Sources: 1. Tourism Australia, Consumer Demand Project, 2016. 2. Tourism Research Australia, International Visitor Survey, December 2016. 3. TripAdvisor,

Internal Data, December 2016.

TripAdvisor FactsChina is the seventh largest international market viewing Australia on TripAdvisor, at 3.6% of all sessions. In 2016 this figure declined by 37% year-on-year. With China’s position as the seventh largest international market viewing Australia, this represents a small percentage of all the other international destinations they are searching.

Traveller Profile

Motivations for travel

Chinese travellers choose a destination based on world-class nature, good food and wine, aquatic and coastal experiences and spectacular coastal scenery. A destination must also satisfy the rational factors of safety and security and value for money.

Where are they going?

The most-visited destination for Chinese travellers is Thailand by a significant margin, followed by the USA, Singapore, Malaysia and France. Australia is ninth on the list in terms of trips taken in 2016, following Germany.

Where do they want to go?

Australia makes it to the top of the consideration set for Chinese travellers, in terms of aspiration, awareness of holiday experiences and intention. Just under 40 per cent of Chinese consumers intend to travel to Australia in the next two years.

Who do they travel with?

Forty per cent of Chinese consumers travel as a couple.

Traveller Behaviour

How do they prefer to travel?

> Trip length is shorter than the average of international travellers, at six nights featuring an average of three destinations.

> Preferred styles of travel include resort holidays, city breaks and beach holidays.

> Just under half of trips are tour groups, with a shift towards semi-independent and fully-independent travel in recent years.

When do they travel?

February, July and August are the peak travel months for Chinese consumers, with lead times typically falling between one to two months.

For travel to Australia, specifically, October, January/February and July/August are the peak travel periods for Chinese travellers.

How do they plan to travel?

For early planning and inspiration, Chinese travellers are using a combination of online and offline sources, including contacting online travel agents, visiting online hotel and flights booking sites, and using social media.

How do they book travel?

When it comes to booking, the majority are doing so online either directly via an airline’s website or via an online travel agent.

Perceptions of AustraliaAustralia is perceived as a destination offering unspoilt natural beauty, fresh air, vibrant cities and self-drive experiences.

Australia is well-placed to deliver on the importance factors which are most highly ranked among Chinese travellers, with Australia being ranked in first position for all factors in China, with the exception of food and wine. However, food and wine has moved up to third place in recent years.

Page 2 Consumer Profile China 2017

UNDERSTANDING THE CHINESE MARKET

The information in this fact sheet comes from Tourism Australia’s (TA) international consumer research study the ‘Consumer Demand Project’ (CDP). The CDP was set up in 2012 to look into how global consumers view Australia and what most motivates them to visit.

Insights from the CDP have been used extensively to inform and support development of TA’s strategic direction, campaign development as well as to inform the tourism industry of potential opportunities to build the value of Australian tourism. The research is used to help shape the future marketing of Australia and identify opportunities to make the country’s tourism offering more attractive to overseas visitors.

Most important factors when selecting a holiday destination

Market OverviewIn 2016, China was Australia’s second largest inbound market for visitor arrivals and the largest market for total spend and visitor nights.

Notes: *Average nights: the sum of all nights divided by the sum of all visitors. **Median nights: represents the midpoint length of stay for which 50% of visitors stay less and 50% stay longer, removing the impact of very long stay visitors. ◊ Data refers to an average of 2012-2016. § Refers to share of arrivals of respective purpose. Sources: 1. Department of Immigration and Border Protection, December 2016. 2. Tourism Research Australia, International Visitor Survey, December 2016 .

19%

Visiting friends & relatives◊§

55%Holiday◊§

7%Business◊§

13%Education◊§

1,199,000Visitor arrivals1 (á 17 per cent)

$9.2bnTotal spend2 (á 11 per cent)

Read as: 40% of respondents rate ‘safety and security’ among the top five most important factors when choosing a holiday destination.

40%40%

35%35%

27%27%

25%24%

22%21%

20%20%

19%19%

16%

Safetyandsecurity

Worldclassnature

Goodfoodandwine

Aquaticandcoastal

Valueformoney

Spectacular coastalscenery

Richhistory andheritage

Romantic destination

Familyfriendly

Greatshopping

Friendlyandopencitizens

World-class eventsorfestivals

Cleancities, goodroad infrastructure

Qualityaccommodation

Vibrantcitylifestyle

Median nights stayed◊

**2

Average nights stayed◊

*2

43nights

9nights

CHINESE TRAVELLER PROFILE


AUSTRALIA’S POSITION AND OPPORTUNITY

Purchase funnel

Aspiration

Which of the following destinations

are you considering travelling to

in the next 4 years?

Awareness of holiday experiences

How aware would you say you are

of the holiday experiences on offer

in the following destinations?

Intention

Which of the following destinations

are you actively planning to visit for

a holiday in the next 2 years?

Visitation

millions of trips in 20161

Read as: 46% of Chinese consumers are considering travel to Australia in the next 4 years, while 37% are intending to visit in the next 2 years. Australia is ranked #9 for visitation against other out-of-region (OOR) destinations for Chinese travellers.

Notes: *Hawaii is included in US for visitation figures as cannot be separated. Sources: 1: Tourism Economics, YE2016

Opportunity matrix

The opportunity matrix is a comprehensive way to showcase the opportunity for Australian tourism through identifying the key thematic appeals and experience categories.

Among the Chinese market, Australia performs strongest with respect to natural beauty, aquatic and coastal and wildlife. Aquatic and coastal experiences have a slightly stronger level of appeal and association with Australia (higher and to the right), while natural beauty experiences are considered most important (larger bubble). Food and wine experiences are also important among this market, but generate lower levels of association with Australia.

Notes: *Out-of-region travellers refers to consumers travelling outside their region of residence.

HistoryandCulture

City

AquaticandCoastal

FoodandWine

SportandAdventure

Natural Beauty

Wildlife

Sizeofbubble=Importancefor

destinationchoice

Read as: Food and wine experiences are important among the Chinese market, and while there is a high level of tested appeal for Australia’s food and wine experiences, the unprompted association with these types of experiences is weaker than average.

Experience appeal% out-of-region travellers* who find experience appealing

1520253035404550556065707580

24 26 28 30 32 34 36 38 40 42 44 46

Asso

ciati

on w

ith A

ustr

alia

% o

f out

-of-r

egio

n tr

avel

lers

*

High Association with Australia Low Experience Appeal

Low Association with AustraliaLow Experience Appeal

High Association with AustraliaHigh Experience Appeal

Low Association with AustraliaHigh Experience Appeal

46%

34%

28%

28%

26%

26%

23%

22%

22%

20%

AustraliaFranceHawaii

USAGermany

NewZealandItaly

MaldivesCanada

UK

58%

57%

51%

50%

47%

47%

46%

45%

44%

43%

AustraliaUSA

FranceSingapore

UKHawaii

NewZealandGermany

ItalyCanada

37%

19%

16%

15%

14%

14%

13%

11%

11%

10%

AustraliaFrance

NewZealandHawaii

USAGermany

ItalyCanada

MaldivesSingapore

8.8

2.9

2.9

2.1

2.0

1.7

1.6

1.4

1.2

1.1

ThailandUSA

SingaporeMalaysiaFrance

IndonesiaVietnamGermanyAustralia

Russia

NATURE AND WILDLIFE


How does Australia rate?

Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations.

World class nature

Respondents who have not visited Australia Respondents who have visited Australia

Read as: 49% of respondents who have not visited Australia associate Australia with ‘world class nature.’ This figure rises to 79% among those who have visited.

Unique and interesting wildlife

Total respondents

Read as: 60% of total respondents associate Australia with ‘unique and interesting wildlife.’

Elements of ‘world class nature’ Most important types of ‘world class nature’

Read as: 49% of respondents said that ‘remarkable scenery to soak up’ is a key element of ‘world class nature’.

Read as: 32% of respondents said ‘developed coastal’ environments are an important type of ‘world class nature’.

32%

28%

18%

11%

7%

4%

Developedcoastal

Tropicalislandsandbeaches

Historical/cultural/religious

Naturalremotecoastalareas

Wilderness/mountain/rainforestareas

Wideopeninland/outback/desertareas

49%

15%

11%

11%

7%

3%

3%

Remarkablescenerytosoakup

Engagingwithnature

WorldHeritagestatusareas

Remarkablenaturalenvironments

Historical,culturalorreligioussites

Escapetosecluded relaxingareas

Areaswithgoodvisitorinfrastructure

50%49%

45%45%

41%38%38%36%34%33%

FranceAustralia

ItalyHawaii

MaldivesUSA

GreeceSwitzerlandGermany

UK

79%57%

46%45%45%42%

38%38%37%

32%

AustraliaFrance

USANewZealand

HawaiiCanada

ItalyUK

GermanyMaldives

60%28%

22%21%19%19%19%18%16%15%

AustraliaKenya

SouthAfricaCanadaBrazil

NewZealandNorthAfrica

MauritiusHawaii

USA

FOOD AND WINE




Good food and wine


Read as: 27% of respondents who have not visited Australia associate Australia with ‘good food and wine.’ This figure rises to 69% among those who have visited.

Current associations with Australian food and wine

Read as: 56% of respondents associate Australian food and wine with ‘fresh food in pristine environments’.

Elements of ‘good food and wine’ Important types of ‘good food and wine’

Read as: 32% of respondents said ‘interesting street-food’ is a key element of ‘good food and wine.’

Read as: 32% of respondents said ‘fresh seafood’ is an important type of ‘good food and wine’.

56%51%

48%46%

43%40%

37%34%34%

29%

FreshfoodinpristineenvironmentsFreshseafood

Fishandchipson thebeachHighgrademeatandlivestock

AheritageoffoodandwinecultureWinerieswithgreatfood

SpectacularoutdoordiningStunningfoodandwinetrails

MulticulturalfoodFoodandwineeventsandlocalfestivals

32%

31%

23%

8%

4%

3%

Freshseafood

Arangeofmulticulturalfoodoptions

Naturalfruitandvegetables

Highgrademeatandlivestock

Renownedcheeseanddairy

Awardwinningwineries

32%

28%

16%

16%

7%

1%

Interestingstreet-food

Freshlocalproduce

Aheritageoffoodandwineculture

Anationalstyleofcooking

Awardwinningrestaurants

Vineyards/winery

54%43%

28%27%27%26%

22%22%20%20%

FranceItaly

ThailandHawaii

AustraliaUSA

SingaporeGermany

UKSpain

69%65%

41%33%32%29%29%27%27%25%

AustraliaFranceItalyUSA

GermanyHawaii

NewZealandBrazil

UKCanada

AQUATIC AND COASTAL




Aquatic and coastal


Read as: 45% of respondents who have not visited Australia associate Australia with ‘aquatic and coastal’ experiences. This figure rises to 76% among those who have visited.

Remote coastal, beach and aquatic locations Aquatic wildlife

Respondents who have not visited Australia

Respondents who have visited Australia



Read as: 61% of respondents that have visited Australia associate Australia with ‘Remote coastal, beach and aquatic locations’.

Read as: 65% of respondents that have visited Australia associate Australia with ‘aquatic wildlife’.

Developed coastal and beach locations Tropical islands and locations





Read as: 62% of respondents that have visited Australia associate Australia with ‘developed coastal and beach locations’.

Read as: 49% of respondents that have visited Australia associate Australia with ‘tropical islands and locations’.

45%42%

34%24%24%

20%18%18%17%16%

AustraliaHawaii

MaldivesNewZealand

IndonesiaFrance

FijiUSA

CaribbeanThailand

76%38%38%

32%27%24%22%20%18%18%

AustraliaHawaii

NewZealandMaldivesFrance

USAIndonesiaCanada

UKBrazil

33%29%

24%19%18%17%

12%11%11%10%

AustraliaHawaii

MaldivesIndonesia

NewZealandFiji

MauritiusPhilippinesScandinavia

Malaysia

61%26%26%22%19%16%16%16%14%14%

AustraliaMaldivesHawaii

NewZealandIndonesia

CanadaFiji

FranceGreece

SriLanka

40%29%

24%18%18%17%14%12%12%11%

AustraliaHawaii

MaldivesFiji

IndonesiaNewZealand

USACanada

ThailandMalaysia

65%28%26%24%19%17%16%15%14%14%

AustraliaHawaii

NewZealandMaldives

USACanadaFrance

ScandinaviaSingapore

UK

36%28%

21%19%18%17%16%14%13%13%

AustraliaHawaii

MaldivesUSA

IndonesiaNewZealand

FranceItaly

GreeceSingapore

62%25%23%23%22%22%18%18%18%18%

AustraliaHawaii

USANewZealand

MaldivesFrance

SingaporeItaly

CanadaGreece

33%32%28%25%22%

16%14%13%12%12%

HawaiiMaldivesAustraliaIndonesia

FijiNewZealand

MauritiusThailandMalaysia

Philippines

49%33%

26%23%19%19%

13%13%13%13%

AustraliaHawaii

MaldivesIndonesia

FijiNewZealand

MalaysiaSriLanka

SouthAfricaBrazil

ATTRACTIONS AND EVENTS


4% 21% 75%

No Unsure Yes

Attractions and events play a valuable role in attracting visitors to Australia in addition to encouraging visitors to disperse throughout the country and extend their stay.

Top 10 Australian attractions

Read as: 62% of respondents indicate ‘Australian beaches’ as an appealing Australian attraction.

Leisure events

Respondents were asked to what extent they agreed with the following statement: When travelling internationally I always look to time my trip and places visited with an event or festival of interest.

Read as: 75% of respondents indicate that they always look to time their trip and places visited with an event or festival of interest.

Most appealing events to attend overseas Events with the greatest influence on destination choice

Read as: 67% of respondents indicate ‘nature and wildlife events’ as appealing elements when travelling overseas.

Read as: 60% of respondents indicate the influence of ‘food and wine festivals’ on destination choice.

60%

59%

58%

58%

56%

56%

56%

55%

52%

Foodandwinefestivals

Musicfestivals

Religiousevents

Majorsportingevents

Culturalcelebrations

Naturalandwildlifeevents

Familyfriendlyevents

Local/ regionalevents

Artsandentertainmentevents

67%

63%

55%

55%

49%

49%

48%

36%

27%

Naturalandwildlifeevents

Foodandwinefestivals

Familyevents

Local/regionalevents

Culturalcelebrations

Artsandentertainmentevents

Musicfestivals

Sportingevents

Religiousevents

62%

52%

46%

45%

44%

42%

42%

42%

42%

33%

Australianbeaches

Australianwildlife

Australianfoodandwine

TheGreatBarrierReef

Rainforests/forests andnationalparks

Unspoiltnaturalwilderness

TheAustralianclimate

Islandexperiences

Australiancoastallifestyle

AustralianAboriginalculture

PLANNING AND BOOKING INFORMATION SOURCES


The following charts highlight the information sources that Chinese consumers use to plan and book their holidays.

Preferred sources for early planning and holiday inspiration

Read as: 25% of respondents indicate ‘online hotel booking sites’ as a preferred source during the early stages of planning a holiday.

Preferred sources for seeking information about a holiday destination

Read as: 21% of respondents indicate ‘online hotel booking sites’ as a preferred source for seeking information about a holiday destination.

Preferred sources used to book a holiday

Read as: 36% of respondents indicate ‘travel agent (online)’ as a preferred source when booking a holiday.

25%

24%

21%

19%

19%

18%

16%

16%

13%

9%

6%

Onlinehotelbookingsite

Onlinetravelagent

Onlineflightsbookingsite

Travelorguidebooks

General internet searching

Travelagent (telephoneorinperson)

Traveller review sites

Brochures

Friendsorrelatives thathavebeenbeforeorlive there

Sitesforspecificdestinations

Been therebefore

21%20%

19%19%

18%18%

17%16%

15%13%

12%

OnlinehotelbookingsiteOnlineflightsbookingsite

TravelorguidebooksSocialmedia

TravellerreviewsitesGeneralinternet searching

Travelagent(telephoneorinperson)National tourism website

BrochuresTalkingtofriendsorrelativesthathavebeen

Onlinetravelagent

36%

31%

30%

20%

18%

15%

13%

10%

1%

1%

Travelagent(online)

Directlythroughairline(online)

Travelagent(telephoneorinperson)

Accommodationprovider(online)

Directlythroughairline(telephoneorperson)

Touroperator(online)

Accommodationprovider(telephoneorinperson)

Touroperator(telephoneorinperson)

Othertravelbookingwebsite

Airbnb

RESPONDENT PROFILE


Gender AgeAbout the researchThe Consumer Demand Project

(CDP) research is carried out by BDA

Marketing Planning, a consultancy

who specialise in international

demand side strategy development

and consumer research. It helps

determine the strategic priorities

to achieve the Tourism 2020 goal,

by providing a comprehensive

assessment of Australia’s current

destination appeal and the latent

demand potential. The research is

conducted annually across eleven

of Australia’s key tourism markets:

China, Germany, India, Indonesia,

Japan, Malaysia, New Zealand,

Singapore, South Korea, UK and

USA. In 2016, the following markets

were integrated into the program:

Hong Kong, Taiwan, Canada, Brazil,

France and Italy. Over the last

five years, Tourism Australia have

spoken to over 90,000 international

long-haul travellers via online

research panels.

Want to know more?Fact sheets for seventeen of

Australia’s key tourism markets

can be accessed at: http://www.

tourism.australia.com/statistics/

consumer-demand-research.aspx

For more information,

please contact:

[email protected]

www.tourism.australia.com

@TourismAus

Place of residence Income

Living situation Employment status

Occupations

50%

50%

Male

Female

22%

43%

27%

6%

2%

Under 29years

30- 39years

40- 49years

50-59years

60+years

37%25%

14%6%5%4%3%2%2%1%

ShanghaiBeijing

GuangzhouShenzhenHangzhou

NanjingTianjin

QingdaoSuzhouXiamen

2%

11%

14%

18%

16%

16%

9%

6%

6%

Under ¥100,000

¥100,000 - ¥149,000

¥150,000 - ¥199,000

¥200,000 to¥249,999

¥250,000 to¥299,999

¥300,000 to¥399,999

¥400,000 to¥499,999

¥500,000 to¥749,999

¥750,000 ormore

72%

13%

9%

4%

1%

1%

Partner andkids

Partner

Parents

Alone

Housemates

Singleparent

95%

3%

1%

1%

Workfulltime

Other

Fulltimestudent

Workpart time

50%

31%

8%

5%

4%

1%

1%

Professional

Manager

ClericalandAdmin

Labourer/trade

Self-employed

SalesWorker

Other

Documents

SUMMARY - Tourism Australia · 2020-06-03 · Sport and Adventure Natural Beauty Wildlife Size of bubble = Importance for destination choice Read as: Food and wine experiences are