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Western Australia’s 5th largest
international market by visitor spend1
Western Australia’s 4th largest
international market by visitors1
*Excludes pre-paid package expenditure.
US visitors travel to WA for holidays1
1/2
is what US leisure visitors to WA spend on average +*1
$88per day
WESTERN AUSTRALIA FACTS:
USAMarket Profile
Visitors Spend
Holiday BusinessVFR Education Other
50%
34%
20%
3%
12%
22%
17%
27%
9%
25%
Visitors and Spend by Purpose in 20161
USAUSAMarket ProfileMarket Profile
60+ yrs
15-29 yrs
45-59 yrs
30-44 yrs
Consumer research completed in 2015 found that the most appealing WA experiences to US travellers are active, outdoors experiences. Stand-outs are WA’s islands, coasts and beaches, adventure and wilderness experiences. Food and wine experiences are also very appealing.4
What do they find most appealing...
26%
25%
27%
22%
US leisure visitors to WA are more likely to be on a repeat visit to Australia than US leisure visitors to the rest of the country. However, just under half (49%) are on their first visit to Australia.1
US leisure visitors to WA are more likely to travel alone than US leisure visitors to the rest of Australia.1
More than one in three (37%) of US leisure visitors stay a week or less in WA.1
Seasonality: Arrivals by month in 2016 (‘000)2
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep Oct
Nov
Dec
76543210
28%
24%
27%
21%
Length of Stay in WA (number of nights)
1-7 nights
8-14 nights
37% 31% 17% 16%
15-30 nights31 or more nights
2020 Goal for visitor spend =
$250m
79,200
In 2016
US leisure visitors came to WA and spent $154 million1*
Leisure Visitors to WA1
AGE
Leisure Visitors to AUS
General Internet searching
Talking to friends/ relatives
Been there before
Online hotel booking site
Traveller review sites
23%
21%
20%
19%
EARLY PLANNING & HOLIDAY INSPIRATION
Travel agent (phone/ in person)
Directly through airline (online)
Travel agent (online)
Accommodation provider (online)
Directly through airline (phone/in person)
36%
29%
25%
BOOKING HOLIDAY TO AUSTRALIA
Talking to friends/ relatives
General internet searching
Traveller review sites
Online hotel booking site
Been there before
20%
19%
INFORMATION ABOUT AUSTRALIA
20%
16%
18%
18%
33%
18%
..
What they are looking for ...US travellers look for safety, world-class nature and world-class coastlines in a holiday destination and they strongly associate Australia with these. Australia still needs to demonstrate to US travellers that it can compete with European destinations in offering good food and wine and value for money. 3
Notes: +Leisure refers to both holiday and visiting friends and relatives (VFR) visitors. *Excludes pre-paid package expenditure. ^2014 – 2015 average.
Sources: 1. Tourism Research Australia, International Visitor Survey. Annual average 2014-2016. 2. Tourism Research Australia, Visitor Arrivals and Departures (State of Stay: WA, Category of Traveller: Short Term Visitor Arrival, Country (TRA benchmarks)). 3. Tourism Australia, Consumer Demand Project, USA 2016. 4. BDA Marketing Planning on behalf of Tourism WA, International Latent Demand, 2015. Results filtered to USA long haul travellers who are likely (for motivations) or not likely (for barriers) to visit WA in the next 2 years after viewing stimulus.
Published by Tourism WA, 2017
SOURCES & MORE INFORMATION:For more information contact: [email protected]
Preferred information sources for planning and booking3 Top 5 US long haul travellers considering a trip to Australia in the next 4 years
Planned Trip
Booked Trip
Within 1 month
Within 6 months (over 3 months)
Within 3 months (over 1 month)
Over 6 months
31%
19%
28%
24%
37%
26%27%
7%
Planning and booking timeframes Leisure visitors to Western Australia
US leisure visitors to Australia spent an average of
$110 per day*1
In 2016,
668,400 US visitors travelled to Australia and
spent $1.7 billion1*
USA is Australia’s
4th largest
international market by visitor and spend1*
RegionalDispersalIn 2016, more than one in three (36%) of US leisure visitors spent at least one night outside the Experience Perth region.1
Australia’s Golden Outback
Australia’s North West
Australia’s Coral Coast
Experience Perth
Australia’s South West
8%
4%11%
91%
23%