Backpackers uncovered What do travellers really think of Australia? May 2011
Contents
Key takeouts
Objectives
Research approach
Who did we speak to?
Travel planning
The trip
Perceptions of Australia
Recommendations 1
Key takeouts
Key take-outs Australia is a dream destination for many
Australia is still seen as a dream destination for travellers with many coming here for an adventure
Two thirds of backpackers are from Western Europe, with the majority of those from UK & Germany. 18 – 24yr olds predominate.
The ability to work while on their trip within Australia is important, with almost half having worked, or planning to work
Friends & Family are a key influence on why backpackers come to Australia
Australia is a highly anticipated country
The stereotypes still apply when it comes to perceptions of Australia, with kangaroos, sunshine, beach and surf top of mind 3
Key takeouts Does the reality match the dream?
Travellers are finding Australia expensive, and almost two thirds have had their trip impacted by the strong dollar. However overall backpacking trip lengths do not appear to have altered significantly
Backpacker travel is flexible – one in ten decided to stay for less time, and almost one in five extended their trip
In terms of meeting expectations, New Zealand significantly out-performs Australia
Indicators point to a need to improve product and service standards in Australia to stay ahead of the competition.
Despite a feeling that Australia is expensive, it remains on the ‘to-do list’ for travellers, and indicators for likelihood to return and recommend remain positive.
4
Objectives
The main objective of the research was to understand backpacker behaviour & attitudes towards Australia Through understanding: Profile – Who? Where?
?
!
Influence on decision-making
Backpacker travel patterns
Measuring likelihood of recommending Australia
Decision-making around their trip
Identifying priorities for improvement for Australia
Their experience of Australia vs. Expectations
6
Research approach
Research approach
N=948 15 minute online interviews conducted across Australia via Global Gossip
WHEN?
9th to 17th April 2011
WHO?
Travellers – Spending at least one night in a hostel
WHAT?
8
Who did we speak to?
Traveller profile Majority of backpackers are from UK, Germany & North America Gender ď Ž 58% male; 42% female
Region of Origin
2% 3%
14%
8% Age group 70%
6%
60%
USA & Canada
50%
Western Europe Non Western Europe
40%
Australasia
30%
Central & South America
20%
Asia
10% 0%
+ rs rs rs rs rs rs 7 y 24 y 4y 4 y 54 y 4 y 5 yrs 1 3 4 6 6 to to to to to to 14 18 25 35 45 55 S1 Which of these age groups are you in? S2 Please indicate your gender? S3 Which of the following best describes where you are from? Base: All respondents n=948
67%
36% UK 10% Germany 21% Other
10
Traveller profile Around 3/4s of backpackers are on a tourist/ working holiday visa Planning to work
Type of Visa
Work and Holiday Visa 10%
Other 5%
Australian Citizen / Permanent Resident 9%
50% 9%
Have or currently working in Australia
Student visa 5%
Three or six-month tourist visa 35%
Working holiday visa – year 1 36%
S6 What type of visa are you currently on? S7 Are you planning to work or have you worked whilst on this trip in Australia? S8 Are you planning to study, or have you studied, whilst on this trip in Australia? Base: All respondents n=948
40%
Planning to work in Australia
49% plan to / have worked in Australia
36% 60% 4%
Undecided
No
Yes
Planning to study Planning to study in Australia
Have or currently studying in Australia
10% 82% 9% 15% plan to / have studied in Australia
12% 85% 3%
11 Undecided
No
Yes
Traveller profile Type of work
Length of time working in Australia
24% of respondents would work in a rural area for 3 months to obtain an extra 12 months visa & a further 19% would consider it
39 29 19
18
18
16 8
5
5
1
ild ca re /n
an ny Re cru it m en t Nu Te rsi ac ng hin /h g ea lt h ca re
11
Ch
2-4 months 34%
44
Ba r/w ait sta Fr ff uit pic kin g Ho sp ita lity La bo ur ing Of fic ew or k Sa R et les ail /m ar ke t in g
4-6 months 21%
47
Ot he r en tre
6-9 months 11%
Less than 2 months 18%
Ca ll c
9-12 months 10%
How to spend the money earned
69% Travel within Australia
22% Travel to another country
S9 What type of work have you / do you plan to do in Australia, on this trip? S10 In total, how long do you plan to work / have you worked in Australia, on this trip? S11 After you finish working in Australia, what do you plan to do with the money? Base: S9/S10/S11 n=333
8%
Go back home
12
Travel planning
Other countries considered before booking a trip to Australia NZ, SE Asia & the US were also considered for the trip 10% 10%
Nett
5%
Canada
Nett
24% Nett
18%
32% Nett
25%
USA
Nett
4% Nett
13% Nett
8% Brazil
33% 7% New Zealand Argentina A5 Which other destinations did you consider before you booked your trip to Australia? Base: All respondents n=948
Plans prior to departure Almost 2/3rds spent 6 months or less planning their trip Planning of trip
25
Booking of flight ticket
34
23
24
15 18
11 12
8
C1 Prior to your departure, how long had you been planning this trip? C2 How long prior to departure did you book and pay for your flight to Australia (which may have been part of a multi destination/ “Round the World� ticket)?
Base: All respondents n=948
6
ks 13m on th s 36m on th s 69m on th Ov s er 9m on th s
6
ks
s s rs rs rs hs hs hs th ek ea ea ea nt nt nt n e y y y o o o o w 3 m m m 1-2 2-3 2m n 4 1-3 -6 -9 an 1 a 3 6 h t 9 th re ss o e L M
5
12w ee
3
24w ee
11
15
Booking behaviour When did travellers book the following:
At the time of After booking my booking the Once I arrived at airfare but before Have not booked airfare to my destination travelling Australia
Not sure
Accommodation
17
18
45
12
9
Flights within Australia
20
12
30
27
11
Tour
11
7
45
26
10
Day activities
9
7
50
23
11
Insurance
40
29
8
13
10
Car/Campervan rental
10
7
21
50
12
Online – direct with the supplier
Online – other
Telephone – direct with the supplier
Telephone – through the travel agent
Flights to Australia
37
22
5
9
6
21
Accommodation
30
20
11
4
25
10
Flights within Australia
49
18
5
7
7
14
Tours
19
15
7
8
21
30
Day activities
17
12
8
8
28
27
Insurance
33
21
9
8
10
18
Car/Campervan rental
29
17
11
9
17
17
How did travellers book the following:
In person – In person – direct with through a the supplier travel agent
C3a When planning your trip, when did you purchase / book the following things? C3b When planning your trip, how did you purchase / book the following things?
16 Base: All respondents n=948 / Flights to Australia n=808 / Accommodation n=756 / Flights within Australia n=590 / Tours n=600 / Day activities n=631 / Insurance n=728 / Campervan rental n=366
Decision making Influences on travel to Australia - Word of mouth is key
54 24
14
14
12
12
11
10
A5a Which of the following influenced you to consider Australia as a destination for your trip? Base: All respondents n=948
10
9
9
7
10
17
Reasons for visiting Australia
18
ha ve a
A2 Thinking about this trip to Australia, please choose up to three reasons that best describe why you took this trip? Base: All respondents n=948
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ve
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6
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7
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ily
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8
Ot he
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To
rs ue
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To
ol id a
tri p
9
To
ith pu
ew
Bi g
un wi nd
14
To
tim
nd
ye ar
18
or ki ng h
lax a
21
W
re
Ga p
23
To
To
24
nd
To
24
Sp e
Ex pl
n ad ve vi nt sit or ur so e e m an ew d le he ar To re n ne ab m ee w ou to tn th ew er cu pe ltu op re le/ s m ak e fri en ds To fu lfi la dr ea m
To
Reasons for visiting Australia
A range of motivations with key emotions including adventure, exploration, novelty, meeting people 42
28 18 13 5 2
19
The trip
Is Australia the only country travellers visited? Fairly even split between those only going to Australia vs. Australia being one of other destinations
YES 54%
90% of respondents visiting other countries said that Australia was the main destination
NO 46%
First trip to Australia
12% No 88%
A3 Is Australia the only country you have/ will be visiting on this trip? A4 Was Australia one of the main destinations you definitely wanted to include on this trip? Base: All respondents n=948 , those who are also visiting other countries n=510
Yes
21
Length of time in Australia vs. other countries Travellers spend significantly longer in Australia than other countries TOTAL
10
AUS
18
12
27
30
OTHER
17
27
0
10
13
9
12
9
12
8
47
20
30
40
50
15
60
70
80
4
2
MEANS 10 months
8
MEANS 9 months
9
3 3 21 4
90
100
Less than 4 weeks
1-3 months
3-6 months
6-9 months
9-12 months
1-2 years
2-3 years
More than 3 years
B4 How long do you plan to stay in Australia (in total)? B7 How long did you / do you plan to stay in (Answer for A8b)? B7a How long did you/do you plan to stay in (Answer for A8c)? B8 How long in total will you be away for during your trip (total of Australia and any other destinations you are visiting)? Base: B4 & B8 All respondents n=948 , B7 & B7a those who plan to visit other countries n=199
MEANS 3 months
22
Places visited in Australia NSW and QLD have the highest levels of visitation among this group %
Have been to / Planning to go to
55% 89%
This is in line with IVS backpacker data published by TRA 45%
51%
92% 43%
73%
B9 Which of the following cities or states have you or do you intend to visit as part of this trip? Base: All respondents n=948
36%
24
Change of travel plans - Backpacker travel is flexible! Almost 1/3 of backpackers have changed the amount of time they plan to spend in Australia after arriving
No – I always planned to stay for this long 70%
Yes – I am planning to stay for longer 18%
Even better than I thought it would be & want to spend longer
31
Rather spend longer in Aus before go home
31
Met some really great people & want to stay longer
27 20
Able to extend it as found work
16
Can afford to stay longer Rather spend longer in Aus instead of visiting elsewhere
12
Rather spend longer in Australia than elsewhere
Yes – I am planning to stay for less time 12%
11
49
More expensive than I thought
35
Run out of money
32
Going to go home sooner than planned
15
Rather spend less time in Aus & go elsewhere
13
Rather spend less time in Aus & longer elsewhere
11
Unable to find work B5 Has the length of time you plan to stay in Australia changed since you arrived in Australia? B6a & b Why have you changed your travel plans? Base: All respondents n=948 / n=166 (more) / n=114 (less)
Disappointed with Australia
9
25
Money and exchange rates Almost 2/3rds have been impacted by the exchange rate Estimated spending money Mean = $6600
Impacted by the exchange rate
Yes, 63%
No, 37%
How? 67%
Less money to spend Spend less on entertainment
42%
Spend less on attractions
42% 32%
Spending less on accommodation 25%
Visiting less places in Aus Spend less on transportation
22% 19%
Spend less on communication
17%
Shortened length duration of stay in Aus Other
B13 How much do you estimate you will spend in Australia in total (in Australian dollars)? B14 Has the Exchange Rate for the Australian Dollar impacted on your trip? B15 How did the Exchange Rate impact on your trip? Base: All respondents n=948 / yes impacted by exchange rate (n=599) no = n=349
7%
26
One in five have been impacted by recent media coverage of the flooding and / or Cyclone Yasi Yes 19%
42
39
No 81%
YES How?
38 29
Cancelled a trip
Travelled to another place (Aus) instead
Postponed a trip
Taken a shorter trip
26
Travelled to an affected place to show support
B16 Has your Australia trip been influenced by the recent media coverage of the flooding and / or Cyclone Yasi B17 How was your trip impacted by recent coverage of the flooding / Cyclone Yasi?
Base: All respondents n=948 / yes – n=183
Yes
23
23
24
Taken a longer trip
Travelled to an other place (Not Aus) instead
Other
27
Perceptions of Australia
What do people think of Australia? The cliches still fit Kangaroos are the main thing that springs to mind when people think of Australia
A1 What three things come to mind when you think of Australia? Base: All respondents n=948
30
While Australia is seen as expensive, it remains a dream destination Australia is an expensive destination Australia is a dream destination & will always be on travellers' lists of places to go
Australia is a "has been" destination
Completely Agree
47
27
I'm enjoying Australia more than I thought I would before I came
Australia is a mass market destination rather than exclusive
30
53
35
16
38
13
8
Agree
17
17
22
6 3
36
9
36
10 3
33
Neither Agree nor disagree
13
27 Disagree
C14 How much do you agree with the following statements (where 1 = completely disagree and 5 = completely agree)? Base: All respondents n=948
4
16 Completely Disagree
32
Performance Australia vs. other countries – Top 5 Friendliness of locals
Variety of Tours on offer
Safe destination for backpackers
Self-drive experience
Quality of Tours on offer
34
Performance Australia vs. other countries – Bottom 5 Value of Air Travel
Value of accomodation
Quality of Accommodation
Internet & Roaming cost
Overall value for money
35
Australia has lost ground in terms of performance on key measures vs. last year Safe destination for backpackers
64%
Quality of service
57%
Quality of tours
56%
Tolerance of other cultures
47%
Backpacker travel agents
46% 2011
71%
64%
52%
Quality of hostel accommodation
82%
65%
58% 52%
2010
Significantly different at the 95% confidence level C4 How would you rate Australia on the following aspects? (top 2 box)
Base: 2011 n=948 2010 = 532
36
Favourite destinations Although Australia is the most anticipated country, New Zealand has the edge in experience Best destination visited
Looked forward to the most
28%
Best destination visited
30%
5%
62%
Most looked forward to
0% Australia
20%
17%
20%
10% 10% 5% 13% 40%
New Zealand
60% US / Canada
80% SE Asia
A8a Of all the destinations you have or will be visiting (including the one you are currently in), which one did you look forward to visiting most before you visited? A8b Of all the destinations you have visited so far (including the one you are currently in), which one has been the best? Base: Australia is first destination of many n=233 / Australia is not first destination of many n=277 / Australia has been best so far n=78
100% Other
38
Likelihood to return to Australia Australia
In 2010, 44% said yes that they’d return to Australia for another backpacking trip
Very unlikely 10% Very Likely 29%
Unlikely 12%
Undecided 20%
Likely 29% C7 How likely would you be to return to Australia for another backpacking trip or other holiday within the next 5 years?
Base: All respondents n=948 / n=277
39
Likelihood to recommend Australia vs other countries Australia Unlikely Very unlikely 4% 4%
Over 1/3 said that to get a 5 out of 5 score Australia needs to be cheaper
Undecided 12%
Very Likely 47%
Likely 33%
C11 How likely would you be to recommend Australia as a destination to a friend or colleague? C13c. What Australia needs to do to get 5 out of 5 recommendation Base: All respondents n=948 / Other n=277
In 2010, 90% said yes that they’d recommend Australia to other travellers
90% 40