Northern Rivers Tropical NSW

1
Northern Rivers Tropical NSW
Market Profiling Report
March 2003
2
Executive Summary
Introduction

• The report was compiled using 25,454 Holiday
  Tracking Survey respondents for the year ending
  June 2003. Of those, 8,062 people had visited
  NSW on either a short trip of 1-2 nights or a
  long trip of 3 nights.
• The report examines regional performance in terms
  of awareness, preference, intention and
  visitation. Comparisons are drawn with the
  findings from July 2001-June 2002.
• Further the report profiles regional visitors,
  potential visitors and travel behaviour. This is
  presented in terms of demographics, market
  segments and attitudes. Short and Long trip
  splits are included.

3
Executive Summary
Key Findings

• Intention and nett trip visitation for Northern
  Rivers was higher than the average across all
  regions however awareness and preference were
  below the regional average.
• Northern Rivers visitors tend to come from NSW,
  particularly for short trips.
• Of the long trip visitors the bulk were from the
  Families TNSW segment for short trips and Older
  households for long trips.
• Visitors to the Northern Rivers were typically
  older in age, had a preference to visit
  Queensland and travelled by car.
• Family and friends were important, featuring as
  the major accommodation provider, destination
  information source and activity undertaken.
• The Sydney area provided the primary potential
  market that tended to be aged 35-49 and from the
  Visible Achievement, Socially Aware or
  Traditional Family Life Values Segments.
• These findings were very similar to those from
  July 2001-June 2002.

Developed in conjunction with Colin Benjamin of
The Horizons Network.
4
Table of Contents

• Executive Summary.........2
• Introduction........5
• Roy Morgan Single Source...6
• This Report........14
• Overview...........15
• Visitor Profile ..........27
• Last 12 Months......28
• Last 12 Months Long and short trip
  comparison...46
• Last Trip....63
• Last Trip Long and short trip comparison...74
  
• Market Potential .... 84
• Sydney Market...91
• Melbourne Market..99
• Next Steps .........107
• Contacts ........ 109
• Appendix ........110

5
Introduction
Background

• Tourism New South Wales subscribe to Roy Morgan
  Researchs Single Source Database.
• The information held in the database has helped
  Tourism New South Wales gain a better
  understanding on a range of issues, including
  their target segments, potential future markets
  and the behaviour of visitors to New South Wales
  as a whole and at the regional level.
• Roy Morgans Single Source database provides a
  great deal of information about your visitors and
  potential visitors that can assist with future
  marketing and development strategies.
• Regional Tourism Organisations via Tourism New
  South Wales have commissioned a market profile
  report to provide an outline of the travel market
  at a regional level for the second year.
• Trends and changes can be seen when comparing the
  July 2002 June 2003 data with the findings for
  the previous year.
• This report is only a snapshot of the types of
  analysis available from the HTS, further
  information can be gained through the Asteroid
  software that is used to analyse Single Source
  data.

6
Introduction
Roy Morgan Research

• Roy Morgan Research
• Vital Statistics
• Australian company
• Commitment to accuracy and expectation of
  accountability
• International presence USA, UK, NZ
• More that 250 staff dedicated to research - head
  office Melbourne
• Sydney office 232 Sussex Street Sydney CBD
• ISO Certified

60 years experience in talking to and
understanding Australians
One of the largest Single Source databases in the
World
Industry currency (Morgan Poll, Roy Morgan
Readership Survey, Retail, Finance)
Continuous development of leading edge
information systems
7
Single Source
How we collect our data

• Roy Morgan Research conducts an Australia wide
  survey Roy Morgan Single Source, throughout all
  city and country areas.
• Annually over 50,000 Establishment Surveys are
  conducted nationally face-to-face with people
  aged 14 years and over.
• Approximately 25,000 responses are achieved
  nationally for the leave behind Product Polls
  Media Diaries (self-completion).
• There is only one person interviewed per
  household when conducting the survey.
• Roy Morgan Research conducts continuous
  interviewing of a new sample each week.

8
Introduction
Roy Morgan Single Source

• Roy Morgan Single Source is a business tool to
  provide you with a total integrated understanding
  of your consumers
• What they consume, buy, spend money on
• How much they consume, buy or spend
• Why they switch, consider, buy
• What they think, want, how they feel
• What they watch, read and listen to
• Where they live, shop, holiday
• When and how often they do these things

The Roy Morgan Single Source enables cross
industry analysis of consumers, from media
consumption to holiday behaviour.
9
Information Link
Detailed information on tourism and travel ...
The Holiday Tracking Survey (HTS) is an ongoing
tracking survey of holiday and leisure travel. It
provides comprehensive and detailed information
on advertising awareness travel preferences,
intentions and holiday behaviour and attitudes
towards holidays and travel.
Developed in conjunction with Colin Benjamin of
The Horizons Network.
10
Information Link
... linked to many other industries and sectors
This information can be linked to wider range of
additional consumer behaviours.
11
Tourism Data
Holiday Tracking Survey

• Short Trip Behaviour
• Details of holidays for 1 to 2 nights in the
  last 12 months
• places visited in the last 12 months.
• number of holidays of 1 to 2 nights, taken in the
  last 12 months.

• Awareness
• Advertising awareness for the different States
  and Territories of Australia.
• Preference
• Destinations in Australia and overseas where
  people would like to go on holiday for 1-2 nights
  and 3 or more nights in the next 2 years.
• Intention
• Intention to visit destinations (both Australia
  and overseas), the length of time until that trip
  is planned, the planned duration of the trip.
  For respondents planning a trip, the HTS measures
  both short and long trip intention.

• Long Trip Behaviour
• Details of holidays for 3 or more nights in the
  last 12 months
• places visited in the last 12 months.
• number of holidays of three nights or more, taken
  in the last 12 months.

12
Tourism Data
Holiday Tracking Survey

• Last Short Long Trip Behaviour
• Details of the last trip taken (both short trip
  and long trip), including
• Places visited, and number of nights spent on the
  trip.
• Cost of the holiday and how many people the cost
  covered.
• Type of accommodation used.
• Type of transport used.
• Type of activities participated in such as
  special events, social and other activities,
  outdoor activities, visiting friends and
  relatives, sightseeing or things to do.

• Seasonality, ie. the month and the year that the
  respondent travelled.
• Size of the travel party.
• Type of travel party.
• Information sources used in choosing last trip.
• Booking method used for last trip.

13
Profiling and understanding your market
Introduction
As a regional marketer, profiling and
understanding your market is crucial. The HTS
answers important questions such as
Who knows us?
Who currently visits?
What do they do?
Where do they stay?
How much do they spend?
Who wants to visit?
What do they do on holidays?
How do we communicate with them?
What destinations do we compete with?
Do the answers to these questions change over
time?
14
This Report
Explanation of Terms and Phrases

• This report uses a number of terms that are
  specific to the Roy Morgan Single Source. These
  are defined below to make it easier to interpret
  and understand the data.
• Short Trip A holiday or leisure trip of 1 or 2
  nights.
• Long Trip A holiday or leisure trip of 3 or more
  nights.
• Next Trip The next holiday to be taken based on
  planned date.
• Last trip The most recent holiday taken based on
  date of trip.
• Nett Trip The total of long and short trips.
• Index The Index expresses how much more or less
  likely than the average (100) the result is.
  For example if people aged 18-24 have an index of
  116 for preference to holiday in NSW on a Short
  Trip, they are 16 more likely than the general
  population to have a preference to visit NSW on a
  Short Trip.

15
OverviewPositioning of the Northern Rivers
relative to other NSW regions
Summary
Northern Rivers
16
Awareness
Unprompted Destination Awareness
Which holiday destinations within New South Wales
have you heard of? Do not aid

• The Northern Rivers destinations mentioned most
  often were
• Byron Bay
• (2 from 2001-02) and
• Tweed Heads (-0.3).
• As in the previous year, only six places within
  NSW, including Byron Bay, received over 10
  recall by the population.

Figures in Black July 2002 June 2003 Figures
in Blue July 2001 June 2002
Based to Establishment Survey respondents
17
Awareness
Unprompted Regional Awareness
Which holiday destinations within New South Wales
have you heard of? Do not aid
39.9
26.9
23.0
17.2
18.6
16.1
8.2
5.8
5.2
5.7
4.6
3.5
4.7
Figures in Black July 2002 June 2003 Figures
in Blue July 2001 June 2002
3.2
2.9
Based to Establishment Survey respondents
For the second year running unprompted awareness
for NSW regions was highest for Sydney (41,
1.2 from 2001-02) followed by North Coast NSW
(27, -0.1). 3 million people (19 of the
Australian population) have an unprompted
awareness of the Northern Rivers Region.
18
Awareness
Prompted Regional Awareness
Which of these New South Wales holiday
destinations have you heard of? Show Card
79.3
74.5
72.9
53.1
49.5
46.0
42.7
39.3
39.0
34.6
33.8
26.6
19.5
12.4
Figures in Black July 2002 June 2003 Figures
in Blue July 2001 June 2002
8.1
8.2
Based to Product Poll Survey respondents
Over three quarters of the Australian population
had heard of Blue Mountains (84), Sydney (80)
and the Snowy Mountains (77). 4.6 million
people had a prompted awareness of Northern
Rivers Tropical New South Wales. There was an
increase in prompted awareness from the previous
year for all regions.
19
Awareness
Summary
Unprompted Awareness of destinations in the
Northern Rivers Region
Prompted Awareness of the name Northern Rivers
Unprompted Only (1,726,000) 235,000 from 2001-02
Prompted Only (3,157,000) 184,000
Both (1,335,000) 125,000

• In total, 6.1 million people (39 of the
  Australian population) had an unprompted
  awareness of one or more destinations in the
  region and/or a prompted awareness of the name
  Northern Rivers Tropical New South Wales.

20
Preference
In which places would you like to spend a
holiday? Tropical NSW, Far North Coast, Byron
Bay, Tweed Heads, etc.

• 1.7 million people (0.3 less than 2001-02) would
  like to take a holiday of at least one night in
  the Northern Rivers some time in the next 2
  years.
• Of those who would like to travel to the Northern
  Rivers a higher proportion would take a short
  trip there (1-2 nights).

10.9
7.3
5.4
Figures in Black July 2002 June 2003 Figures
in Blue July 2001 June 2002
Based to all respondents
21
Intention
Where will you stay for at least one night on
your next trip? Tropical NSW, Far North Coast,
Byron Bay, Tweed Heads, etc.

• 379,000 people (0.1 more than 2001-02) will
  spend at least one night in the Northern Rivers
  on their next trip.
• A higher proportion of the total Australian
  population are planning to have a long trip (in
  next 3 yrs) to the Northern Rivers than a short
  trip (in next 12 mths).

2.3
1.5
2.7
Figures in Black July 2002 June 2003 Figures
in Blue July 2001 June 2002
Based to all respondents
22
Visitation
Thinking about all holidays that you've taken in
the last 12 months. Which places have you stayed
at for at least one night on all holidays in the
last 12 months? Tropical NSW, Far North Coast,
Byron Bay, Tweed Heads, etc.

• 665,000 people (0.3 more than 2001-02) spent at
  least one night in the Northern Rivers in the
  last 12 months.
• There were more long trip visitors to the
  Northern Rivers region than short trip visitors.

3.9
1.8
2.7
Figures in Black July 2002 June 2003 Figures
in Blue July 2001 June 2002
Based to all respondents
23
Conversion
Tourism Indicators for the Northern Rivers
39.0
10.9
2.3
3.9
Based to all respondents
NB. On this chart Visitation refers to all
trips in the last 12 months and Intention refers
to the next Short or Long Trip. Hence visitation
is higher than intention.
Figures in Black July 2002 June 2003 Figures
in Blue July 2001 June 2002
24
Trip Length
Short and Long Trips

• Short Trip
• Approximately 1.2 million people would like to
  visit Northern Rivers for a short trip in the
  next two years.
• However short trip intention and visitation for
  the Northern Rivers regions are far lower than
  preference.

7.3
1.5
1.8
Based to all respondents
Figures in Black July 2002 June 2003 Figures
in Blue July 2001 June 2002

• Long Trip
• Just over 850,000 people would like to take a
  long trip to the Northern Rivers.
• Preference to take a long trip to the Northern
  Rivers was considerably greater than intention
  and visitation.
• There is a greater proportion of long trip
  intention and visitation to the region than short
  trip.

2.7
5.4
2.7
Based to all respondents
NB. On this chart Visitation refers to all
trips in the last 12 months and Intention refers
to the next Short or Long Trip. Hence visitation
is higher than intention.
25
Positioning
Comparison to Other Regions

• Inner NSW Regions
• Explorer Country
• Hunter
• North Coast
• Capital Country
• Illawarra
• Central Coast
• Blue Mountains

• Outer NSW Regions
• South Coast
• Living Outback
• Northern Rivers
• The Murray
• New England North West
• Riverina
• Snowy Mountains
• Lord Howe Island

26
Summary

• Northern Rivers unprompted awareness was
  considerably higher than the average awareness
  levels of Inner, Outer and All NSW regions.
• In contrast, prompted awareness for the Northern
  River is significantly lower than average
  awareness levels of the other regions.
• Preference to travel to the Northern Regions was
  higher than the average of Inner, Outer and all
  NSW regions.
• Northern Rivers long trip Intention and
  visitation levels are higher that the average of
  Inner, Outer and All NSW regions.
• This is similar to the findings for July
  2001-June 2002

27
Visitor profile
Summary
Northern Rivers
28
Last 12 months(People who visited the Northern
Rivers in the last 12 months)
Northern Rivers
29
Last 12 months
Age and Sex
9.2
9.6
9.4
9.3
8.7
9.2
11.4
9.2
13.3
13.7
14.1
13.7
10.8
10.2
11.7
12.3
7.5
6.7
4.1
6.1
Figures in Black July 2002 June 2003 Figures
in Blue July 2001 June 2002
Based to all respondents

• Visitors to the Northern Rivers region are more
  likely to be aged between 35-49.
• While those aged 14-25 and 65 and over are less
  likely to visit the region.
• Overall women are likely to visit the destination
  more than men, with the exception being 65 and
  over age group in which men are more likely to
  visit.
• Significant decreases in visitation to Northern
  Rivers have been seen in Men 14-24, Women 25-34,
  and Men and Women 35-49.
• Visitation has increased significantly among Men
  50-64 and Women 65 and over.

30
Last 12 months
Lifestage
5.0
5.4
5.0
8.8
10.1
7.5
1.3
1.8
3.7
2.1
7.3
5.8
3.9
5.0
9.6
9.0
3.0
3.4
8.7
8.1
16.7
16.6
16.8
14.6
2.4
3.1
2.7
3.4
3.7
5.3
Figures in Black July 2002 June 2003 Figures
in Blue July 2001 June 2002
Based to all respondents

• Older people with no children are the most likely
  to have visited the Northern Rivers.
• Also likely to visit the destination are young
  single left home, young married no children 40K,
  young married children 40K, Older married
  children 40K.
• This suggested that travel to Northern Rivers
  Region could be largely dependent on availability
  of disposable income and time.

31
Last 12 months
Origin
Interstate 44
Sydney 29
Interstate July 2001-June 2002 48
Sydney July 2001- June 2002 28
Other NSW 27
Other NSW July 2001-June 2002 24

• Just over a half (56) of visitors to Northern
  Rivers came from NSW, a slightly higher
  proportion from Sydney.
• Brisbane was the most significant source of
  interstate visitors.

32
Last 12 months
Tourism NSW Segments
14.3
9.6
19.6
14.7
21.2
14.4
17.5
11.6
Figures in Black July 2002 June 2003 Figures
in Blue July 2001 June 2002
Based to all respondents

• All the segments are more likely to visit the
  Northern Rivers region compared to other
  destinations, which implies that current target
  marketing efforts are working.
• Visitation will be more prominent from Families,
  Mid-life Households, Other Households segments.

33
Last 12 months
Roy Morgan Values Segments
1.2
2.7
2.9
5.3
20.1
20.1
8.1
9.2
8.8
11.7
7.5
7.8
4.4
8.1
10.1
8.1
18.3
17.4
18.5
13.5
Figures in Black July 2002 June 2003 Figures
in Blue July 2001 June 2002
Based to all respondents

• The segment most likely to have visited the
  Northern Rivers was Traditional Family Life,
  followed by the Visible Achievement and Socially
  Aware segments.
• Compared to the population people less likely to
  have visited Northern Rivers were from from the
  Look at Me, and Fairer Deal segments.

Developed in conjunction with Colin Benjamin of
The Horizons Network.
34
Last 12 months
Attitudes

• Out of over 150 attitudinal statements measured,
  Northern Rivers Visitors were more likely
  (indexgt120) to agree with the following
  statements when compared to the general
  population

Based to all respondents

• Attitudes such as like to entertain
  spontaneously more extroverted than
  introverted and their interest in beer and wine
  indicate they pursue socialising.
• There interest in premium beers and wine could be
  something the Northern Rivers region foster to
  promote visitation.

35
Last 12 months
Holiday Attitudes
Based to all respondents

• Visitors to the Northern Rivers were more likely
  than the general population to take holidays in
  Australia, take holidays in a natural setting,
  away from crowds, and enjoy the local culture
  along with book their travel arrangements
  themselves.

36
Last 12 months
Activities

• Out of over 80 activities measured, the Northern
  Rivers Visitors
• were more likely (indexgt120) to have done the
  following
• in the last 3 months

Based to all respondents
37
Last 12 months
Destinations Visited in Last 12 months

• Other places that the Northern Rivers visitors
  travelled to in the past 12 months included
• North Coast
• Sydney
• New England North West
• Hunter

Based to all Northern Rivers Visitors
38
Last 12 months
Destinations would like to visit

• The most popular NSW destinations were Northern
  Rivers and the Snowy Mountains.
• Queensland and Victoria were the most desired
  interstate destinations.
• Europe and the Americas were the most popular
  overseas destinations.

Based to all Northern Rivers Visitors
39
Last 12 months
High Efficiency, High Reach Media

• The chart below shows selected types of media
  that more than 30 of Northern Rivers visitors
  have used and were more likely than the
  Australian population to use (indexgt110).

Based to all respondents Jul02 to Jun03.

• Northern Rivers visitors are likely to read
  National and Regional newspapers and are almost
  35 more likely than the general population to
  read Motoring Club magazines.
• Also high proportion of Northern Rivers visitors
  read Business, Financial or Airline Magazines,
  and to a lesser degree they also watch TV
  documentaries and read Home Lifestyle Magazines.

40
Last 12 months
Media - Television

• The table below looks at The Media Typology
  Index, showing the total for the Eastern
  States, then based on this look at visitors to
  Regional NSW and Sydney from those states.

• News and Dramas were popular TV genres for
  visitors.
• Compared to the total, visitors to regional NSW
  were more likely to watch Sport on TV
• Detailed information regarding specific programs
  is included in the appendix.

41
Last 12 months
Media - Radio, Cinema and Newspapers

• The table below looks at The Media Typology
  Index, showing the total for the Eastern
  States, then based on this look at visitors to
  Regional NSW and Sydney from those states.

• The weekend papers, especially the metro papers,
  were widely read by visitors.
• Compared to the total, visitors were more likely
  to have been to the cinema in the last 4 weeks.
• Detailed information regarding specific titles
  is included in the appendix.

42
Last 12 months
Media - Magazines and Internet

• The table below looks at The Media Typology
  Index, showing the total for the Eastern
  States, then based on this look at visitors to
  Regional NSW and Sydney from those states.

• Home and Lifestyle magazines were popular among
  visitors.
• General magazines and the motoring club magazines
  were also widely read by visitors.
• Detailed information regarding specific titles
  is included in the appendix.

43
Last 12 months
Media for NSW Visitors

• The table below shows The Media Typology Index
  for people from Victoria, NSW, QLD and Tasmania
  that have visited NSW.

• Visitors to NSW from the eastern states were more
  likely to have read Business, Financial or
  Airline magazines and Motoring Club magazines.
• Additionally, a large proportion of NSW visitors
  read National Papers (M-F), Sporting Magazines,
  and Womens Fashion Magazines.

44
Last 12 months
Media - Magazines and Internet

• The table below show a number of titles from
  categories that performed well on the previous
  page.

• Travel publications such as Open Road, Australian
  Gourmet Traveller, Delicious and Qantas The
  Australian Way provided a highly efficiency for
  reaching people that have visited NSW.
• The nature of the publications which have indexed
  well suggest there is an strong interest in food,
  wine and dinning out.

45
Last 12 months
Summary

• Northern River visitors were more likely to be
  earning over 40,000 and have no children. The
  lifestage segment with the highest visitation is
  Older Married people with no children.
• About 29 of visitors were from Sydney with 44
  from Interstate.
• Visitors were most likely to fairly evenly spread
  across all the Tourism NSW segment (less likely
  to be dinks/sinks) and the Roy Morgan Value
  Segment of Traditional Family Life, as well as
  Visible Achievement and Socially Aware to a
  lesser extent.
• Activities Northern River visitors were likely to
  have undertaken were to take holidays within
  Australia, see nature and be in a natural
  setting, and take holidays away from crowds.
• They were likely to have visited the North Coast,
  Sydney and New England North West. Also they
  would like to visit Queensland and Victoria.

Developed in conjunction with Colin Benjamin of
The Horizons Network.
46
Short trips and Long trips comparison
Northern Rivers
47
Last 12 months
Age and Sex
12.7
8.3
9.6
9.6
8.3
7.9
14.2
10.1
13.5
13.8
14.6
13.9
8.7
11.1
10.7
12.2
4.6
8.8
3.1
4.3
Figures in Black July 2002 June 2003 Figures
in Blue July 2001 June 2002
Based to all Northern Rivers Visitors.

• Short trip visitors to the Northern Rivers region
  were more likely to be men aged 35-64 and women
  aged 14-64. There was a significant drop in men
  aged 14-24 this year.
• Long trip visitors were more likely to be in the
  25-64 age groups.

48
Last 12 months
Lifestage
7.3
4.4
4.6
4.6
13.3
9.3
1.9
0.7
4.6
3.3
8.5
7.9
5.3
3.0
8.5
9.6
2.5
3.1
8.0
9.6
9.7
19.8
15.6
17.1
3.5
2.1
2.9
2.5
3.8
3.1
Based to all Northern Rivers Visitors.
Figures in Black July 2002 June 2003 Figures
in Blue July 2001 June 2002

• Short trip visitors to Northern Rivers tended to
  be from the older married with no kids segment,
  but also the affluent older married with kids and
  the young singles who had left home.
• Long trip visitors were also the older Married
  with no kids segment and the affluent married
  with kids.

49
Last 12 months
Origin
Based to all Northern Rivers Short Trip
Visitors..
Based to all Northern Rivers Long Trip Visitors..

• Half of short trip visitors (49) to Northern
  Rivers were from NSW and the other half (47)
  from Queensland.
• Long trip visitors were more likely to have been
  from Sydney (39), and regional NSW (19) with
  23 from Queensland and 12 from Victoria.

50
Last 12 months
Tourism NSW Segments
16.3
13.6
19.0
19.4
20.3
21.3
12.2
19.5
Based to all Northern Rivers Visitors.
Figures in Black July 2002 June 2003 Figures
in Blue July 2001 June 2002

• Short trip visitors to Northern Rivers tended to
  be the families and mid-life segments.
• Long trip visitors were more likely to be from
  the older household, families or mid-life
  segments.

51
Last 12 months
Roy Morgan Values Segments
0.9
1.2
4.5
1.9
15.9
21.8
7.5
8.3
11.9
8.7
7.6
6.8
3.6
5.0
11.0
9.4
16.4
19.6
20.8
17.3
Based to all Northern Rivers Visitors.
Figures in Black July 2002 June 2003 Figures
in Blue July 2001 June 2002

• Short trip visitors to the Northern Rivers region
  were from the Visible Achievement, Socially Aware
  and Traditional Family Life segments.
• Long trip visitors were from the same segments,
  but with Traditional Family Life being the
  largest group.

Developed in conjunction with Colin Benjamin of
The Horizons Network.
52
Last 12 months
Holiday Attitudes
Based to all Northern Rivers Visitors.

• Short and long trip visitors to Northern Rivers
  had similar holiday attitudes they liked to
  holiday in Australia, see nature in a natural
  setting and experience local culture.

53
Last 12 Months
Index Definition
The tables on the following pages are ranked by
index. The index shows how much more likely your
visitors are to agree with an attitudinal
statement or take part in an activity than the
average person aged 14 in Australia. For
example, Northern Rivers short trip visitors are
44 more likely than the average person in
Australia to agree with the statement I was born
to shop (index 144) and this accounts for 26 of
all Northern Rivers visitors. The best
activities to focus on are those with a high
index and a high percentage.
54
Last 12 months
Attitudes

• Out of over 150 attitudinal statements measured,
  Northern Rivers Visitors were more likely
  (indexgt120) to agree with the following
  statements when compared to the general
  population

Based to all Northern Rivers Visitors.

• Short trip visitors are 40 more likely to say
  they were born to shop, drink more premium beer
  than before and that beer is a good start to the
  night.
• Long trip visitors tend to drink wine with meals
  and also more premium beer than before.

55
Last 12 months
Activities

• Out of over 80 activities measured, Northern
  Rivers Short Trip Visitors were more likely
  (indexgt130) to have done the following in the
  last 3 months

Based to all Northern Rivers Short Trip Visitors.

• These visitors are twice as likely to go to a
  theme park or buy something from a magazine
  coupon or offer. They are also 80 more likely
  to go to live entertainment at a restaurant.

56
Last 12 months
Activities

• Out of over 80 activities measured, Northern
  Rivers Long Trip Visitors were more likely
  (indexgt130) to have done the following in the
• last 3 months

Based to all Northern Rivers Long Trip Visitors.

• Long trip visitors are between 65 - 79 more
  likely to go to musical performances, to BYO
  restaurants and to clubs.

57
Last 12 months
Destinations Visited in Last 12 months
Based to all Northern Rivers Short Trip Visitors.
Based to all Northern Rivers Long Trip Visitors.

• Short and Long trip visitors to Northern Rivers
  visited similar destinations such as Queensland,
  the Gold Coast and the North Coast.
• There were significant declines in other places
  visited compared to last year especially for long
  trip visitors.

58
Last 12 months
Destinations would like to visit

• Destinations that a quarter or more of short trip
  visitors to the Northern Rivers would like to
  visit include
• Queensland
• Victoria
• Sunshine Coast

Based to all Northern Rivers Short Trip Visitors.
59
Last 12 months
Destinations would like to visit

• Destinations that a quarter or more of long trip
  visitors to Northern Rivers would like to visit
  include
• Queensland
• Victoria
• Europe
• Sunshine Coast
• Snowy Mountains
• North Coast

Based to all Northern Rivers Long Trip Visitors.
60
Last 12 months
High Efficiency, High Reach Media

• The chart below shows selected types of media
  more likely to be used by a significant
  proportion of Short Trip Northern Rivers Visitors

Based to all Northern Rivers Short Trip Visitors.
61
Last 12 months
High Efficiency, High Reach Media

• The chart below shows selected types of media
  more likely to be used by a significant
  proportion of Long Trip Northern Rivers Visitors

Based to all Northern Rivers Long Trip Visitors.
62
Last 12 months
High Efficiency, High Reach Media

• For short trip visitors to The Northern Rivers,
  truck, 4WD and bike magazines and regional papers
  gave the best efficiency.
• The Internet and TV sports programs gave the best
  reach for short trip visitors.
• Long trip visitors would gain the most efficiency
  from motoring club and business, financial or
  airline magazines.
• For long trip visitors, the Internet, ABC
  programs and TV sports programs were best for
  reach.

63
Last 12 Months
Summary

• Age Short trip visitors to The Northern Rivers
  tended to be men aged 35-64 and women aged 14-64.
  Long trip visitors were all people aged 25-64.
• Origin Short trip visitors were mainly from
  Sydney, regional NSW and Queensland, whilst long
  trip visitors were predominantly from NSW with
  others from Queensland and Victoria.
• Attitudes Short trip visitors say they were
  born to shop and liked to drink beer, Long trip
  visitors liked wine with meals and premium beer.
• Activities Short trip visitors go to theme
  parks and buy from magazine coupons or offers,
  whereas long trip visitors go to musical
  performances, BYO restaurants and clubs.
• Destinations Visitors have been to Queensland
  and the North Coast and would like to go to
  these areas plus Victoria, Europe and the Snowy
  Mountains.
• Media Regional papers, motoring club, business,
  financial and airline magazines were the most
  effective media. The best reach was from the
  Internet and TV sports programs.

64
Last Trip(People who visited the Northern Rivers
on their last trip in the last 12 months)
Northern Rivers
65
Last Trip
Accommodation
Based to all respondents

• 60 of all visitors to Northern Rivers stayed at
  a home, flat or unit on their last trip. The
  second most common form of accommodation was
  staying at a friends or relatives home (40).

66
Last Trip
Transport
Based to all respondents

• Just under two thirds (65) of visitors to
  Northern Rivers used their own car or 4WD on
  their last trip.

67
Last Trip
Travel Party
Based to all respondents

• Just under one third (32) of Visitors to
  Northern Rivers travelled with a partner / as a
  couple and 23 as a family with children.

68
Last Trip
Duration and Expenditure
Based to all respondents

• Over one third (32) of all trips to Northern
  Rivers were 1-2 nights long.
• With just under one third of people (27) staying
  for 8-14 nights. The a average length of stay of
  such trips was 11 nights (on last trip where at
  least one night was spent in Northern Rivers ).
• The average cost per person per night was 86.

69
Last Trip
Other destinations visited on trip
Based to all respondents

• 59.6 of all visitors to Northern Rivers
  holidayed in Northern Rivers only on their last
  trip. This is a reflection of the large
  proportion of short trips to the region.
• The remainder of destinations were primarily from
  Queensland (19) and the North Coast (17) which
  is driven from the origin of the majority of
  travellers to the region.

70
Last Trip
Holiday Activities
Based to all respondents

• The primary activity visitors to Northern Rivers
  participated in on their last trip was rest and
  relaxation followed by visit friends and
  relatives and thirdly surfing and swimming.

71
Last Trip
Information Sources
Based to all respondents

• Information sources used in planning visits to
  Northern Rivers last trip were mainly friends or
  family or they had been there before.
• Internet and Motoring clubs were also used as a
  source of information and non-personal
  information sources.

72
Last Trip
Booking Methods
Based to all respondents
Based to all respondents

• Over one third of all visitors to the Northern
  Rivers did not book their last trip.
• Accommodation tended to be booked directly by 33
  of travellers.

73
Last Trip
Summary

• 60 of last trip visitors to the Northern Rivers
  stayed at a home, flat or unit and 40 stayed at
  a friends or relatives home.
• Using their own car or 4WD was by far the most
  common form of transport for last trip travel
  (65).
• 32 of Northern Rivers visitors travelled with a
  partner / as a couple and 23 as a family with
  children.
• 59.6 of all visitors to Northern Rivers
  holidayed in Northern Rivers only on their last
  trip. This collates to the large proportion of
  short trips (1-2 nights) to the region (24).
• The primary activity visitors to Northern Rivers
  participated in on their last trip was rest and
  relaxation followed by visit friends and
  relatives and thirdly surfing and swimming.
• Word-of-mouth is the most common information
  source used by 60 of respondents. Internet (13)
  and Motoring Clubs (11) are also used as common
  sources.
• One third of Northern Rivers visitors didnt book
  their last trip, and of those that did 33 booked
  the accommodation directly.

74
Short trips and Long trips comparison
Northern Rivers
75
Last Trip
Accommodation
2.4
2.5
40.9
45.5
7.7
15.9
1.4
5.7
1.1
3.8
3.4
2.3
3.7
6.1
17.4
17.5
1.6
0.8
0.6
1.5
6.3
9.2
8.5
14.8
5.2
10.8
1.2
0.5
Based to all respondents
Figures in Black July 2002 June 2003 Figures
in Blue July 2001 June 2002

• A relatively similar profile overall, however
• Long trip visitors to Northern Rivers were more
  likely to have stayed in friends/relatives home,
  self-contained flats, units, or rented serviced
  apartment.
• Short trip visitors were more likely to have
  stayed in a standard hotel/motel or tent while
  camping.

76
Last Trip
Transport
7.8
15.8
63.4
68.6
12.6
12.5
2.6
4.8
3.4
6.3
10.4
10.5
7.3
8.1
0.4
0.7
3.8
4.5
0.6
1.1
2.1
2.2
Based to all respondents
Figures in Black July 2002 June 2003 Figures
in Blue July 2001 June 2002

• Long trip visitors to Northern Rivers were more
  likely to travel by aeroplane, caravan/campervan
  or a hire car or 4WD.
• While for shorter trips friends or relatives car
  or 4WD is more likely to be used.

77
Last Trip
Travel Party
14.2
6.7
26.8
37.4
15.3
28.7
12.9
10.7
6.4
7.8
0.3
0.4
0.0
0.0
Based to all respondents
Figures in Black July 2002 June 2003 Figures
in Blue July 2001 June 2002

• Short trips to the Northern Regions are likely to
  be undertaken alone or with a friend/ small group
  of friends.
• Long trip visitors to Northern Rivers were more
  likely to travel as a couple or as a family.

78
Last Trip
Duration and Expenditure
24.5
68.3
14.0
18.6
41.8
12.3
5.1
3.3
0.1
1.3
Figures in Black July 2002 June 2003 Figures
in Blue July 2001 June 2002
Based to all respondents
Based to all respondents

• A large majority of shorts trip travellers to the
  Northern Rivers region stay for two nights.
• While long trip travellers spend on average 71
  and stay for 8-14 nights (39).
• Short trip travellers spend on average 49 more
  per night than long trip travellers, but are
  overall less profitable.

79
Last Trip
Holiday Activities
Based to all respondents

• Short trip visitors to Northern Rivers were more
  focussed on social activities including dining
  and shopping.
• Long trip visitors were more likely to explore
  national parks, the outdoors and historical
  places.

80
Last Trip
Holiday Activities
Based to all respondents

• Short and long trip activities undertaken at
  Northern River are relatively similar.

81
Last Trip
Information Sources
1.5
6.1
1.0
1.2
1.3
6.7
2.8
16.4
0.4
1.0
0.0
0.5
0.0
1.3
0.0
0.0
0.0
0.0
0.0
1.4
0.0
0.6
0.7
0.8
0.9
1.3
1.9
9.7
2.7
7.5
11.4
13.8
15.1
15.3
16.1
25.4
4.1
14.3
0.0
0.3
28.9
23.4
Based to all respondents
Figures in Black July 2002 June 2003 Figures
in Blue July 2001 June 2002

• As would be expected short trip travellers are
  more inclined not to obtain information before
  travelling.
• Long trip travellers mainly use word-of-mouth
  information source, other sources used include
  motoring clubs, brochures, travel agents, and the
  Internet.

82
Last Trip
Booking Methods
3.3
7.4
3.5
6.4
0.0
1.9
0.0
0.2
0.6
1.4
0.0
0.4
4.2
5.9
19.9
38.2
0.5
3.3
1.1
3.0
41.0
30.4
Figures in Black July 2002 June 2003 Figures
in Blue July 2001 June 2002
Based to all respondents

• A majority of short trips to the Northern Rivers
  arent booked, this is done to a lesser extent
  for short trips.
• Long trip visitors to Northern Rivers were more
  likely to book their accommodation directly.

83
Last Trip
Booking Methods
9.8
15.4
20.3
40.9
4.2
5.9
Based to all respondents
Figures in Black July 2002 June 2003 Figures
in Blue July 2001 June 2002

• Long trip visitors to Northern Rivers were more
  likely to have booked their trip over the phone.
• It should be noted the long trip Internet booking
  has grown by 6.6 in the last 12 months.

84
Last Trip
Summary

• Long trip travellers to Northern Rivers tended to
  have stayed with family and friends, whereas
  short trip visitors were more likely to have
  stayed in a standard hotel/motel.
• For transport long trip visitors to Northern
  Rivers were more likely to travel by aeroplane,
  caravan/campervan or a hire car or 4WD, while for
  shorter trips friends or relatives car or 4WD are
  likely to be used.
• A large majority of shorts trip travellers to the
  Northern Rivers region stay for two nights, while
  long trip travellers and stay for 8-14 nights
  (39).
• Short trip travellers, though less profitable
  overall, spend on average 49 more per night than
  long trip travellers.
• The activities for travellers to the Northern
  Rivers regions dont vary significantly, however
  as expected long trip travellers engage in a
  greater number of activities.
• Over 40 of short trip travellers do not to
  obtain information before travelling. More long
  trip travellers obtain information with
  word-of-mouth being their main source.

85
Market Potential
Northern Rivers
86
Potential Market

• The potential market section of this report seeks
  to investigate the people who could visit
  Northern Rivers in the future. This section
  includes three components
• 1. People who have not visited Northern Rivers
  from the eastern states (Qld, NSW, Vic, Tas) that
  have travelled in the last 12 months. This group
  is presented with people that have visited
  Northern Rivers, to give an indication of their
  relevant proportions.
• 2. The Sydney Market provides a profile of people
  from Sydney that have travelled in the last 12
  months. Sydney is a large potential market that
  provides a substantial number of existing
  visitors to the region.
• 3. The Melbourne Market provides a profile of
  people from Melbourne that have travelled in the
  last 12 months. Melbourne is a further potential
  that can be beneficial to the region.

87
Potential Market
Age and Sex

• Potential market
• People who visited the Northern Rivers are shown
  in red.
• People from the eastern states (Qld, NSW, Vic,
  Tas) who have travelled in the last 12 months but
  did not visit the Northern Rivers are shown in
  blue. This is considered to be a broad definition
  of the potential market.

Based to all respondents Jul02 to Jun03.

• The three largest potential groups are Men 35-49,
  Women 35-49 and Women 50-64.
• This has remained relatively consistent in
  comparison to last year.

88
Potential Market
Lifestage
Based to all respondents Jul02 to Jun03.

• The most substantial potential market are older
  married people with no children and young married
  children 40K
• The older married with children 40K has grown
  since last year and also has good market
  potential for the Northern Rivers region.

89
Potential Market
Origin
Based to all respondents Jul02 to Jun03.

• Sydney is the largest potential market accounting
  for nearly 50 of the market.
• Brisbane, Qld x-city and Melbourne are also
  excellent secondary markets.

90
Potential Market
Tourism NSW Segments
Based to all respondents Jul02 to Jun03.

• The largest potential exists in the families and
  mid-life households segments.
• All segments still hold significant potential for
  growth.

91
Potential Market
Roy Morgan Values Segments
Based to all respondents Jul02 to Jun03.

• The largest potential markets are Traditional
  Family Life, Visible Achievement and Socially
  Aware.
• This is relatively consistent with last year.

Developed in conjunction with Colin Benjamin of
The Horizons Network.
92
Market PotentialSydney
Northern Rivers
93
Sydney Market
Age and Sex
7.4
8.8
11.2
11.4
13.7
14.5
9.9
12.1
6.3
4.7
Figures in Black July 2002 June 2003 Figures
in Blue July 2001 June 2002
Based to all respondents

• The largest proportion of Sydney residents who
  have travelled in the last 12 months were women
  and men aged 35-49.
• Also women aged 50-64 are a relatively big
  segment.

94
Sydney Market
Lifestage
4.2
8.6
8.2
1.3
2.1
7.0
4.4
11.2
3.2
11.4
13.8
16.4
2.5
3.0
2.7
Figures in Black July 2002 June 2003 Figures
in Blue July 2001 June 2002
Based to all respondents

• The largest proportion of Sydney residents that
  have travelled in the last 12 months were older
  married people with no children, specifically
  those earning 40K.
• Also young married with children and with no
  children earning 40K, Young worker at home, and
  young singles left home also have potential.

95
Sydney Market
Tourism NSW Segments
15.3
22.1
18.8
15.8
Figures in Black July 2002 June 2003 Figures
in Blue July 2001 June 2002
Based to all respondents

• People from the Families or Mid-life Households
  segments make up the largest proportion of Sydney
  residents that have travelled in the last 12
  months.

96
Sydney Market
Roy Morgan Values Segments
1.4
2.8
16.1
7.5
8.9
5.5
4.4
9.9
23.3
20.2
Figures in Black July 2002 June 2003 Figures
in Blue July 2001 June 2002
Based to all respondents

• The largest proportion of Sydney residents that
  have travelled in the last 12 months were from
  the Visible Achievement, Socially Aware and
  Traditional Family Life value segments.

Developed in conjunction with Colin Benjamin of
The Horizons Network.
97
Sydney Market
Holiday Attitudes
Based to all respondents

• Sydney residents that have travelled in the last
  12 months liked to be very active on holiday,
  go away on weekends and holiday within
  Australia.

98
Sydney Market
Destinations Visited in Last 12 months

• The NSW Regions that people from Sydney who
  travel were most likely to have visited are North
  Coast and Hunter.
• The most popular interstate destination was
  Melbourne.
• Asia is the overseas destination most likely to
  have been visited.

Based to all respondents
99
Sydney Market
Destinations would like to visit

• The destinations that Sydney residents who have
  travelled in the last 12 months would liked to
  visit were the Blue Mountains, the Hunter, and
  Snowy Mountains.
• Interstate destination travel most to by Sydney
  residence is Queensland and Victoria
• For overseas destinations its Europe.

Based to all respondents
100
Market PotentialMelbourne
Northern Rivers
101
Melbourne Market
Age and Sex
8.7
8.7
10.1
11.3
14.1
14.2
10.6
12.3
5.2
4.9
Figures in Black July 2002 June 2003 Figures
in Blue July 2001 June 2002
Based to all respondents

• The largest proportion of Melbourne residents who
  have travelled in the last 12 months were women
  and men aged 35-49, as well as women 50-64.
• This trend is consistent across the Sydney market
  also.

102
Lifestage
Melbourne Market
4.1
10.1
8.4
1.3
1.6
8.5
3.1
10.4
2.6
8.9
13.7
18.3
2.6
3.3
3.0
Figures in Black July 2002 June 2003 Figures
in Blue July 2001 June 2002
Based to all respondents

• The largest proportion of Melbourne residents
  that have travelled in the last 12 months were
  older married people with no children,
  specifically those earning 40K.
• Also young married with children and with no
  children earning 40K, Young worker at home, and
  young singles left home also have potential.
• A higher proportion of Melbourne residence travel
  compared to Sydney.

103
Tourism NSW Segments
Melbourne Market
17.0
19.0
21.7
14.9
Figures in Black July 2002 June 2003 Figures
in Blue July 2001 June 2002
Based to all respondents

• People from the Families or Mid-life Households
  segments make up the largest proportion of
  Melbourne residents that have travelled in the
  last 12 months.
• Mid-life households have decreased slightly
  (-2.8) since last year.

104
Roy Morgan Values Segments
Melbourne Market
1.1
3.1
15.7
6.8
7.9
6.9
3.9
11.8
22.1
20.5
Figures in Black July 2002 June 2003 Figures
in Blue July 2001 June 2002
Based to all respondents

• The largest proportion of Melbourne residents
  that have travelled in the last 12 months were
  the Visible Achievement, Socially Aware and
  Traditional Family Life Values Segments.

Developed in conjunction with Colin Benjamin of
The Horizons Network.
105
Holiday Attitudes
Melbourne Market
PAGE UNDER CONSTRUCTION
Based to all respondents

• Melbourne residents that have travelled in the
  last 12 months liked to be very active on
  holiday, go away on weekends and holiday
  within Australia.
• These attitudes are very similar to those of
  Sydney residence.

106
Melbourne Market
Destinations Visited in Last 12 months

• The NSW Regions that people from Melbourne who
  travel were most likely to have visited were
  Sydney and the South Coast.
• The most popular interstate destination was
  Queensland.
• Wales is the overseas destination most likely to
  have been visited.

Based to all respondents
107
Destinations would like to visit
Melbourne Market

• The destinations that Melbourne residents who
  have travelled in the last 12 months would like
  to visit included Sydney, Northern Rivers
  Tropical NSW, and the Blue Mountains.
• Interstate destinations are Queensland
• And overseas is Europe.

Based to all respondents
108
Next Steps
Northern Rivers
109
Next Steps

• Tourism New South Wales, Tourism Solutions and
  Roy Morgan Research are available to provide
  additional analysis of the data from the Holiday
  Tracking Survey.
• Possible extended applications include
• Further detail on information and segments in
  this report
• Profiling current or potential target market
  segments
• Assessing media/marketing opportunities
• Assessing product development strategies and
  initiatives

110
Contacts

• Peter Valerio
• E-mail peter_at_tourism-solutions.com.au
• Phone [phone]
• Rachel Taylor
• Roy Morgan Research
• E-mail rachel.taylor_at_roymorgan.com
• Phone [phone]
• Lawrence Franklin
• Tourism New South Wales
• E-mail lawrence.franklin_at_tourism.nsw.gov.au
• Phone [phone]

111

• Appendix

Northern Rivers
112
Roy Morgan Values Segments

• Roy Morgan Values Segments
• The Roy Morgan Values Segments1 provide a
  segmentation of the patterns of thinking and
  responses of people that are drivers of change
  and choice. We use demographics to know who our
  respondents are in terms of their gender, age
  group, socio-demographic status, level of
  education and so on. Values Segments provide a
  second dimension - depth of understanding - that
  helps us explore motivations and reasons for
  purchase and the choices people make.
• Roy Morgan Values Segments provide insight into
• How people think
• What motivates them to act
• How they perceive themselves (at work/at home)
• The self image they want to project
• What they seek in life and their aspirations
• What type of communication is likely to motivate
  them
• What channels of communication can effectively
  reach them

1 Developed in conjunction with Colin Benjamin of
The Horizons Network.
113
Roy Morgan Values Segments

• The Values Segments1 are based on peoples
  pattern of responses to six distinct dimensions
  of behaviour.
• The six dimensions are
• 1. Quality - how high or low are the expectations
  of quality
• 2. Individualism - how much emphasis on I
  versus We
• 3. Life Satisfaction - high or low levels of
  satisfaction with life
• 4. Innovation - level of attraction to new things
  and ideas
• 5. Conservatism - traditional versus progressive
  social attitudes
• 6. Price - willingness to pay high or low prices
  per unit
• A short description of the ten Values Segments,
  including travel behaviour, follows.

Developed in conjunction with Colin Benjamin of
The Horizons Network.
114
Roy Morgan Values Segments

• BASIC NEEDS
• (Approximately 3 of the Australian population)
• This pattern of thinking is usually associated
  with people who are retired, pensioners or people
  on social security payments, who have an active
  community focus to their lives and with people on
  sickness benefits or workers compensation who
  have to reduce their expectations in line with
  their income.
• Basic Needs have a low incidence of holiday
  travel. When they do travel, they tend to stay
  with friends or relatives, or use accommodation
  within caravan parks. This segment is also more
  likely to use trains as a mode of transport.
  Whilst the primary purpose for travel is to visit
  friends or relatives, they also like to gamble
  (play pokies and bingo) while on holiday. The low
  discretionary income of this segment is reflected
  in the low overall cost of their holidays and
  greater use of package tours.

Developed in conjunction with Colin Benjamin of
The Horizons Network.
115
Roy Morgan Values Segments

• A FAIRER DEAL
• (Approximately 5 of the Australian population)
• This pattern of thinking is generally found
  amongst unskilled and semi-skilled workers who
  left school to start learning from friends who
  share blue denim values. The spectre of
  unemployment, family pressures, the day to day
  struggle with rent and such basic worries as
  keeping wheels on the road - all lead to a
  feeling of getting a raw deal out of life. These
  people are most likely to have a low level of
  satisfaction with their standard of living and
  life as a whole.
• This segment takes fewer holidays than average.
  They were more likely to stay with friends and
  relatives, go camping, or use cabin
  accommodation. This segment was more likely to
  use buses and trains on holidays. They like
  nature-based holidays, going to pubs and
  nightlife along with visiting friends or
  relatives.

Developed in conjunction with Colin Benjamin of
The Horizons Network.
116
Roy Morgan Values Segments

• TRADITIONAL FAMILY LIFE
• (Approximately 20 of the Australian population)
• This pattern of thinking personifies middle-aging
  Australia-home owners with a relatively stable
  income that meets the needs of a smaller
  household from which the young couples have moved
  out to start their own families and lifestyles.
  Energies revolve around them becoming
  grandparents or getting children home for visits
  or at least to keep in touch. Health and
  spirituality dominates sense of meaning and
  purpose in life and being well-respected in the
  community is very important.
• People from the Traditional Family Life segment
  are keen holiday tourers, which is reflected in
  the high use of caravans and campervans. A
  planned itinerary is a priority, hence the
  greater use of package tours and bookings through
  tour operators. They tend to stay in comfortable
  but good value accommodation, such as standard
  hotels and motels - they dont want any
  surprises. Sightseeing is an important aspect of
  their holiday experience, with a greater tendency
  to visit museums, art galleries, historic