Northern Rivers Tropical NSW

1
Northern Rivers Tropical NSW
Market Profiling Report
December 2002
2
Executive Summary
Introduction

• The report was compiled using 25,522 Holiday
  Tracking Survey respondents for the year ending
  June 2002. Of those, 8,088 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. 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.

Overview
Visitor Profile
Market Potential
Next Steps
3
Executive Summary
Key Findings

• Unprompted awareness for Northern Rivers was
  higher than the average across all regions as was
  preference.
• Intention and visitation to Northern Rivers was
  higher than for the average for all outer NSW
  regions.
• Intrastate visitors tended to come from NSW and
  interstate, from Brisbane.
• Northern Rivers visitors the bulk were from the
  TNSW segment Touring By Car.
• 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 or Socially Aware Values
  Segments.

Introduction
Overview
Visitor Profile
Market Potential
Next Steps
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

Introduction
Overview
Visitor Profile
Market Potential
Next Steps
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.
• 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.

Introduction
Overview
Visitor Profile
Market Potential
Next Steps
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

Introduction
Overview
60 years experience in talking to and
understanding Australians
One of the largest Single Source databases in the
World
Visitor Profile
Market Potential
Next Steps
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.

Introduction
Overview
Visitor Profile
Market Potential
Next Steps
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

Introduction
Overview
Visitor Profile
Market Potential
Next Steps
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.
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
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.
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
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.

Introduction
Overview
Visitor Profile
Market Potential
Next Steps

• 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.

Introduction
Overview
Visitor Profile
Market Potential
Next Steps
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
Introduction
Who knows us?
Overview
Who currently visits?
Visitor Profile
What do they do?
Market Potential
Where do they stay?
Next Steps
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?
14
This Report

• 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.

Introduction
Overview
Visitor Profile
Market Potential
Next Steps
15
Overview (Positioning of the Northern Rivers
relative to other NSW regions)
Summary
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
16
Awareness
Unprompted Destination Awareness
Which holiday destinations within New South Wales
have you heard of? Do not aid
Introduction
Overview
Visitor Profile
Market Potential

• The Northern Rivers destinations
• most often mentioned were
• Byron Bay and
• Tweed Heads
• Only six places within NSW, including Byron
  Bay, were
• recalled by more than 10 of the population.

Next Steps
Based to Establishment Survey respondents Jul01
to Jun02.
17
Awareness
Unprompted Regional Awareness
Which holiday destinations within New South Wales
have you heard of? Do not aid
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to Establishment Survey respondents Jul01
to Jun02.
As expected unprompted awareness for regions in
NSW was highest for Sydney (39) followed by
North Coast NSW (27). 2.7 million people (17
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
Introduction
Overview
Visitor Profile
Market Potential
Based to Establishment Survey respondents Jul01
to Jun02.
Next Steps
Over three quarters of the Australian population
had heard of Blue Mountains (79), Sydney (75)
and the Snowy Mountains(73). 4.2 million people
(27 of the Australian population) have a
prompted awareness of the Northern Rivers Region.
19
Awareness
Summary
Unprompted Awareness of destinations in the
Northern Rivers Region
Prompted Awareness of the name Northern Rivers -
Tropical NSW
Introduction
Overview
Visitor Profile
Unprompted Only (2,389,000)
Prompted Only (2,973,000)
Market Potential
Both (1,210,000)
Next Steps

• In total, 6.6 million people (42 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 NSW.

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

• 1.7 million people (10.9 of the Australian
  population) would like to holiday in the Northern
  Rivers in the next 2 years.
• A higher proportion of the Australian population
  would like to take a short trip to the Northern
  Rivers than a long trip.

Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to Jun02.
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.
Introduction

• 362,000 people (2.3 of the Australian
  population) will spend at least one night in the
  Northern Rivers region 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 region than a
  short trip (in next 12 mths).

Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to Jun02.
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.
Introduction

• 607,000 people (3.9 of the Australian
  population) spent at least one night in the
  Northern Rivers region in the last 12 months.
• There were more long trip visitors to the
  Northern Rivers region than short trip visitors.

Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to Jun02.
23
Conversion
Tourism Indicators for the Northern Rivers
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to Jun02.
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.
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.
• Intention and visitation to Northern Rivers was
  far lower than preference to visit Northern
  Rivers for a short trip.

Introduction
Overview
Visitor Profile
Market Potential
Based to all respondents Jul01 to June02.
Next Steps

• Long Trip
• Preference to take a long trip to was Northern
  Rivers was also far greater than the intention
  and visitation levels.
• The number of people who have an intention to
  travel to the Northern Rivers on a long trip is
  similar to the number of long trip visitors to
  the Northern Rivers region.

Based to all respondents Jul01 to June02.
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
Introduction
Overview
Visitor Profile
Market Potential
Next Steps

• 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
• Big Sky Country
• Riverina
• Snowy Mountains
• Lord Howe Island

26
Summary
Introduction
Overview
Visitor Profile
Market Potential
Next Steps

• Unprompted awareness for the Northern Rivers was
  far higher than the average awareness levels of
  Inner, Outer and All NSW regions.
• Prompted awareness for the Northern Rivers was
  lower than for the average of all NSW regions.
• Nett trip preference for the Northern Rivers was
  higher than average when compared to the average
  of Inner, Outer and all NSW regions.
• Intention levels to visit the Northern Rivers
  were similar the average of All NSW regions and
  Inner regions however when compared to the
  average for all Outer NSW regions, it was higher.
• Visitation levels to the Northern Rivers were
  slightly higher than average.

27
Visitor profile
Summary
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
28
Last 12 months(People who visited the Northern
Rivers in the last 12 months)
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
29
Last 12 months
Age and Sex
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to June02.

• The majority of the Northern Rivers visitors were
  aged 35-49.
• There was a greater proportion of women aged
  25-34 than men who had visited the Northern
  Rivers.
• Men and women aged 65 and over were less likely
  to be visitors to the Northern Rivers.

30
Last 12 months
Lifestage
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to June02.

• Older people with no children were more likely to
  have visited the Northern Rivers.
• A high proportion of visitors to Northern Rivers
  were also from The Young Single Left Home
  Lifestage segment.

31
Last 12 months
Origin
Interstate 48
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Sydney 28
Other NSW 24

• Just over a half (52) of visitors to Northern
  Rivers came from NSW, a slightly higher
  proportion of intrastate travellers were from
  Sydney.
• Brisbane was the most significant source of
  interstate visitors.

32
Last 12 months
Tourism NSW Segments
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to June02.

• Visitors to the Northern Rivers region were most
  likely to be in the Touring by Car then the
  Family Tourism NSW segments.

33
Last 12 months
Roy Morgan Values Segments
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to June02.

• 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

Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to June02.

• Around 40 percent of Northern Rivers visitors
  drink more wine now than they used to and like to
  drink wine with their meals.
• While nearly two thirds of Northern Rivers
  visitors indicated they liked to go away on
  weekends..

35
Last 12 months
Holiday Attitudes
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to June02.

• Visitors to the Northern Rivers were more likely
  than the general population to take holidays in
  Australia, take holidays in a natural setting and
  away from crowds and 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

Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to June02.
37
Last 12 months
Destinations Visited in Last 12 months
Introduction

• Other places that the Northern Rivers visitors
  travelled to in the past 12 months included
• North Coast
• Sydney
• Gold Coast
• Sunshine Coast
• Europe

Overview
Visitor Profile
Market Potential
Next Steps
Based to all Northern Rivers Visitors Jul01 to
June02.
38
Last 12 months
Destinations would like to visit
Introduction

• 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.

Overview
Visitor Profile
Market Potential
Next Steps
Based to all Northern Rivers Visitors Jul01 to
June02.
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).

Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to June02.

• Northern Rivers visitors were almost 40 more
  likely than the general population to have read
  Motoring Club magazines.
• A high proportion of the Northern Rivers visitors
  watched TV Current Affairs and ABC programs.

40
Last 12 months
Media - Television

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

Introduction
Overview
Visitor Profile
Market Potential
Next Steps

• 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
  and visitors to Regional NSW and Sydney from
  those states.

Introduction
Overview
Visitor Profile
Market Potential
Next Steps

• 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
  and visitors to Regional NSW and Sydney from
  those states.

Introduction
Overview
Visitor Profile
Market Potential
Next Steps

• 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.

Introduction
Overview
Visitor Profile
Market Potential
Next Steps

• Visitors to NSW from the eastern states were more
  likely to have read Motoring Club, Business,
  Financial or Airline magazines.
• A large proportion NSW visitors have read Home
  and lifestyle magazines, General magazines and
  Accessed the Internet.

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.

Introduction
Overview
Visitor Profile
Market Potential
Next Steps

• Open Road provided excellent efficiency for
  reaching people that have visited NSW.
• Sunday Life and Good Weekend also rate well in
  terms of Efficiency Index and reach into the
  target group.

45
Last 12 months
Summary

• Northern River visitors were more likely to be
  Older Married people with no children.
• About 28 of visitors were from Sydney with 48
  from Interstate.
• Visitors were most likely to be from Tourism NSW
  segment Touring by Car and Roy Morgan Value
  Segment Traditional Family Life.
• Activities Northern River visitors were likely to
  have undertaken included visited a licensed
  restaurant, taken a day trip in a car and had a
  weekend away.
• They were likely to have visited Sydney and the
  North Coast whereas would like to visit
  Queensland.

Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Developed in conjunction with Colin Benjamin of
The Horizons Network.
46
Short trips and Long trips comparison
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
47
Last 12 months
Age and Sex
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to Jun02.

• Short trip visitors to the Northern Rivers region
  were more likely to be men aged 14-24 and women
  aged 25-34.
• Long trip visitors were more likely to be in the
  35-49 age groups.

48
Last 12 months
Lifestage
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to Jun02.

• Short trip travellers to Northern Rivers were
  more likely to be from older married no children
  segment. A high proportion of young singles who
  had left home were also more likely to have
  travelled to the Northern Rivers on a short trip
  than a long trip.
• Long trip travellers were also from the older
  Married people with no children segment.

49
Last 12 months
Origin
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to Jun02.

• The majority of short trip travellers to Northern
  Rivers were from Queensland.
• Long trip travellers to Northern Rivers were more
  likely to have been from Sydney. On an
  interstate basis, slightly more Victorians than
  Queenslanders took a long trip to the region.

50
Last 12 months
Tourism NSW Segments
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to Jun02.

• Long trip visitors to Northern Rivers were more
  likely to be from the Touring by Car segment.
• A large proportion of short trip travellers were
  from the Family segment.

51
Last 12 months
Roy Morgan Values Segments
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to Jun02.

• Long trip visitors were more likely to be from
  the Traditional Family Life and Visible
  Achievement segments.
• A high proportion of Northern Rivers short trip
  visitors were from the Socially Aware, Look at Me
  and Young Optimism segments.

Developed in conjunction with Colin Benjamin of
The Horizons Network.
52
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

Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to Jun02.

• The attitudinal profile of both groups was fairly
  similar.

53
Last 12 months
Holiday Attitudes
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to Jun02.

• The attitudinal profile of both groups was fairly
  similar.

54
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

Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to Jun02.

• Long and short trip visitors to Northern Rivers
  displayed a similar endorsement of holiday
  attitudes.

55
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

Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to Jun02.

• The most commonly endorsed activities for short
  trip Northern Rivers visitors included going to
  the beach, taking a weekend away, taking a day
  trip in the car, and renting videos.

56
Last 12 months
Destinations Visited in Last 12 months
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all Northern Rivers Short Trip Visitors
Jul01 to Jun02.
Based to all Northern Rivers Long Trip Visitors
Jul01 to Jun02.

• Short and Long trip Visitors to Northern Rivers
  visited similar destinations with the North Coast
  region being a popular destination, more so for
  long trip visitors.
• A greater proportion of short trip visitors to
  Northern Rivers also visited the Sunshine Coast.

57
Last 12 months
Destinations would like to visit
Introduction

• Destinations that short trip visitors to the
  Northern Rivers would like to visit include
• Northern Rivers
• Queensland
• Victoria
• Sunshine Coast

Overview
Visitor Profile
Market Potential
Next Steps
Based to all Northern Rivers Short Trip Visitors
Jul01 to Jun02.
58
Last 12 months
Destinations would like to visit
Introduction

• Destinations that long trip visitors to Northern
  Rivers would like to visit include
• Northern Rivers
• Snowy Mountains
• Queensland
• Victoria
• Europe

Overview
Visitor Profile
Market Potential
Next Steps
Based to all Northern Rivers Long Trip Visitors
Jul01 to Jun02.
59
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

Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to Jun02.
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 Long Trip Northern Rivers Visitors

Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to June02.
61
Last 12 months
High Efficiency, High Reach Media
Introduction

• Short trip visitors to Northern Rivers had a much
  higher propensity than the general population to
  have read womens fashion magazines and mens
  lifestyle magazines, however the proportions were
  low.
• Northern Rivers Short trip visitors were also
  more likely than the general population to have
  accessed the internet at least once monthly and
  to have read regional newspapers.
• Long trip visitors were more likely to have read
  motoring club magazines and to have been to the
  cinema.

Overview
Visitor Profile
Market Potential
Next Steps
62
Last 12 months
Summary

• Short trip visitors to Northern Rivers tended to
  be in the 25-39 age bracket.
• Short trip visitors to Northern Rivers were
  primarily from Qld whereas the majority of long
  trip travellers were from NSW, followed by
  Melbourne.
• People who visited Northern Rivers on a short
  trip were more likely to endorse the statement I
  prefer the bright lights and big cities when I
  travel than long trip visitors to the region.
• Short trip visitors to Northern Rivers were more
  likely to have been to the beach in the last 3
  months, while long trip visitors were more likely
  to have been to an RSL, Leagues, or other club.
• A greater proportion of short trip visitors to
  Northern Rivers were interested in travelling
  Queensland when compared to short trip visitors.
• Long trip visitors to Northern Rivers were more
  likely to read motoring club magazines while
  short trip visitors were more likely to have
  accessed the internet.

Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Developed in conjunction with Colin Benjamin of
The Horizons Network.
63
Last Trip(People who visited the Northern Rivers
on their last trip in the last 12 months)
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
64
Last Trip
Accommodation
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to Jun02.

• Nearly half (44)of all visitors to Northern
  Rivers stayed at a friends or relatives home on
  their last trip. The second most common form of
  accommodation was rented accommodation.

65
Last Trip
Transport
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to Jun02.

• Just over two thirds (69) of visitors to
  Northern Rivers used their own car or 4WD on
  their last trip.

66
Last Trip
Travel Party
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to Jun02.

• Over one third (34) of Visitors to Northern
  Rivers travelled with a partner / as a couple and
  27 as a family with children.

67
Last Trip
Duration and Expenditure
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to Jun02.

• Over one third (37) of all trips to Northern
  Rivers were 1-2 nights long.
• A significant proportion (26) of trips of 8-14
  nights contributed to an average length of stay
  of 9 nights (on last trip where at least one
  night was spent in Northern Rivers ).
• The average cost per person per night was 90.

68
Last Trip
Other destinations visited on trip
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to Jun02.

• Three quarters 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 and the North Coast which is driven by
  the origin of travellers to the region.

69
Last Trip
Holiday Activities
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to Jun02.

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

70
Last Trip
Information Sources
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to Jun02.

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

71
Last Trip
Booking Methods
Introduction
Overview
Visitor Profile
Market Potential
Based to all respondents Jul01 to Jun02.
Next Steps
Based to all respondents Jul01 to Jun02.

• Just over one third of all visitors to the
  Northern Rivers did not book their last trip.
• Accommodation tended to be booked directly and
  via the phone.

72
Last Trip
Summary
Introduction

• The majority of people who visited Northern
  Rivers on their last trip stayed with family and
  friends or rented accommodation.
• Most Northern Rivers last trip visitors travelled
  in their own car or 4wd.
• More than a third of people travelled as a
  couple.
• Around 37 of all trips to Northern Rivers were
  1-2 nights long.

Overview
Visitor Profile
Market Potential
Next Steps
73
Short trips and Long trips comparison
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
74
Last Trip
Accommodation
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to Jun02.

• A similar profile overall, however
• Long trip visitors to Northern Rivers were more
  likely to have stayed in friends/relatives home,
  rented fully self-contained flat or unit and also
  caravans and cabins.

75
Last Trip
Transport
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to Jun02.

• A similar profile overall, however
• Long trip visitors to Northern Rivers were more
  likely to have used their own car or 4WD or an
  aeroplane.

76
Last Trip
Travel Party
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to Jun02.

• A similar profile overall, however
• Short trip visitors to Northern Rivers were more
  likely to travel alone.
• Long trip visitors to Northern Rivers were more
  likely to travel as a couple or as a family.

77
Last Trip
Duration and Expenditure
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to Jun02.
Based to all respondents Jul01 to Jun02.

• The majority of long trip travellers stayed 8-14
  nights.
• Short trip travellers tended to spend on average
  125 more than their long trip counter-parts.
  This was primarily driven by a few big spenders
  to the region.

78
Last Trip
Other destinations visited on trip
Introduction
Overview
Visitor Profile
Market Potential
Based to all respondents Jul01 to Jun02.
Next Steps

• Nearly all short trip visitors stayed only in the
  Northern Rivers region on their last trip.
• Multi-State and regional touring holidays were
  evident among long trip travellers.

79
Last Trip
Holiday Activities
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to Jun02.

• A similar profile overall however as expected,
  long trip travellers endorsed more activities
  overall.

80
Last Trip
Information Sources
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to Jun02.

• People who travelled to Northern Rivers on a long
  trip were more likely to gather information than
  their short trip counterparts.

81
Last Trip
Booking Methods
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to Jun02.

• A similar profile overall, however
• Long trip visitors to Northern Rivers were more
  likely to book their accommodation directly.

82
Last Trip
Booking Methods
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all respondents Jul01 to Jun02.

• Long trip visitors to Northern Rivers were more
  likely to have booked their trip over the phone.

83
Last Trip
Summary

• Long trip travellers to Northern Rivers were
  likely to stay with family and friends, rented
  fully self contained accommodation or in a
  tent/camping or cabin.
• People that travelled took their last long trip
  to Northern Rivers were more likely to have
  travelled as a family or as a couple.
• Long trip travellers were more likely to have
  visited other destinations outside the region.
• Long trip visitors to Northern Rivers used more
  information sources than those who had a short
  trip to the region.

Introduction
Overview
Visitor Profile
Market Potential
Next Steps
84
Market Potential
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
85
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.

Introduction
Overview
Visitor Profile
Market Potential
Next Steps
86
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.

Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all travellers in Qld, NSW, Vic or Tas,
Jul01 to Jun02.

• The three largest potential groups are Men 35-49,
  Women 35-49 and Women 50-64.

87
Potential Market
Lifestage
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all travellers in Qld, NSW, Vic or Tas,
Jul01 to Jun02.

• The most substantial potential market are older
  married people with no children.

88
Potential Market
Origin
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all travellers in Qld, NSW, Vic or Tas,
Jul01 to Jun02.

• The largest potential markets were from Melbourne
  and Sydney.

89
Potential Market
Tourism NSW Segments
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all travellers in Qld, NSW, Vic or Tas,
Jul01 to Jun02.

• The largest potential markets are Touring by Car
  and Family.

90
Potential Market
Roy Morgan Values Segments
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to all travellers in Qld, NSW, Vic or Tas,
Jul01 to Jun02.

• The largest potential markets are Traditional
  Family Life, Visible Achievement and Socially
  Aware.

Developed in conjunction with Colin Benjamin of
The Horizons Network.
91
Market PotentialSydney
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
92
Sydney Market
Age and Sex
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to Sydney residents that travel Jul01 to
Jun02.

• The largest proportion of Sydney residents who
  have travelled in the last 12 months were women
  and men aged 35-49.

93
Sydney Market
Lifestage
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to Sydney residents that travel Jul01 to
Jun02.

• The largest proportion of Sydney residents that
  have travelled in the last 12 months were older
  married people with no children.

94
Sydney Market
Tourism NSW Segments
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to Sydney residents that travel Jul01 to
Jun02.

• People from the Family and Touring by Car
  segments made up the largest proportion of Sydney
  residents that have travelled in the last 12
  months.

95
Sydney Market
Roy Morgan Values Segments
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to Sydney residents that travel Jul01 to
Jun02.

• 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.
96
Sydney Market
Holiday Attitudes
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to Sydney residents that travel Jul01 to
Jun02.

• Sydney residents that have travelled in the last
  12 months liked to take holidays in Australia and
  to take holidays away from crowds.

97
Sydney Market
Destinations Visited in Last 12 months
Introduction

• 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 the
  ACT.
• Asia is the overseas destination most likely to
  have been visited.

Overview
Visitor Profile
Market Potential
Next Steps
Based to Sydney residents that travel Jul01 to
Jun02.
98
Sydney Market
Destinations would like to visit
Introduction

• The destinations that Sydney residents who have
  travelled in the last 12 months would liked to
  visit were the Snowy Mountains, the Hunter,
  Queensland, Victoria and Europe.

Overview
Visitor Profile
Market Potential
Next Steps
Based to Sydney residents that travel Jul01 to
Jun02.
99
Market PotentialMelbourne
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
100
Melbourne Market
Age and Sex
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to Melbourne residents that travel Jul01 to
Jun02.

• The largest proportion of Melbourne residents who
  have travelled in the last 12 months were women
  and men aged 35-49.

101
Lifestage
Melbourne Market
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to Melbourne residents that travel Jul01 to
Jun02.

• The largest proportion of Melbourne residents who
  have travelled in the last 12 months were older
  married people with no children.

102
Tourism NSW Segments
Melbourne Market
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to Melbourne residents that travel Jul01 to
Jun02.

• People from the Family and Touring by Car
  segments made up the largest proportion of
  Melbourne residents who have travelled in the
  last 12 months.

103
Roy Morgan Values Segments
Melbourne Market
Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Based to Melbourne residents that travel Jul01 to
Jun02.

• 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.
104
Holiday Attitudes
Melbourne Market
Introduction
Overview
Visitor Profile
PAGE UNDER CONSTRUCTION
Market Potential
Next Steps
Based to Melbourne residents that travel Jul01 to
Jun02.

• Melbourne residents that have travelled in the
  last 12 months endorse the attitude's like to
  take holidays in Australia, experience the
  local culture and see or be in a natural
  setting.

105
Destinations Visited in Last 12 months
Melbourne Market
Introduction

• 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.
• Asia is the overseas destination most likely to
  have been visited.

Overview
Visitor Profile
Market Potential
Next Steps
Based to Melbourne residents that travel Jul01 to
Jun02.
106
Destinations would like to visit
Melbourne Market
Introduction

• The destinations that Melbourne residents who
  have travelled in the last 12 months would like
  to visit included Queensland, The Great Ocean
  Road and Europe.

Overview
Visitor Profile
Market Potential
Next Steps
Based to Melbourne residents that travel Jul01 to
Jun02.
107
Introduction
Overview
Next Steps
Visitor Profile
Market Potential
Next Steps
108
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

Introduction
Overview
Visitor Profile
Market Potential
Next Steps
109
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]

Introduction
Overview
Visitor Profile
Market Potential
Next Steps
110

• Appendix

Introduction
Overview
Visitor Profile
Market Potential
Next Steps
111
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

Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Developed in conjunction with Colin Benjamin of
The Horizons Network.
112
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.

Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Developed in conjunction with Colin Benjamin of
The Horizons Network.
113
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.

Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Developed in conjunction with Colin Benjamin of
The Horizons Network.
114
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.

Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Developed in conjunction with Colin Benjamin of
The Horizons Network.
115
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, historical
  places, and wineries. Visiting friends or
  relatives is also an important aspect of the
  TFLs holiday experience.

Introduction
Overview
Visitor Profile
Market Potential
Next Steps
Developed in conjunction with Colin Benjamin of
The Horizons Network.
116
Roy Morgan Values Segments

• CONVENTIONAL FAMILY LIFE
• (Approximately 9 of the Australian population)
• This pattern of thinking is most closely
  associated with younger and mid-life families
  devoting all their time and efforts into building
  a home to give children the opportunities they
  deserve. Basic living standards are all
  important to them as they strive to improve their
  home, enjoy family life and have enough time to
  keep in touch with their parents and friends.
  Life revolves around the need to live within one
  income whilst meeting never ending demands for
  more time and money to satisfy family needs. A
  part-time job is often required to pay for the
  extras and the childrens education or to save
  for a family holiday.
• This segment takes fewer holidays than average,
  and tend to travel intrastate in order to meet
  the family budget. They stay in rented
  accommodation with the family, and generally use
  the family car while on holidays. This segment
  participates in outdoor holiday activities, such
  as fishing, swimming and surfing, bike riding and
  horse riding. Fitting with the family theme,
  they are also more likely to visit entertainment
  and theme parks.

Introduction
Overview
Visitor Profile