consumer profile malaysiadirectly via an airline or accommodation provider’s website, or via a...

TripAdvisor FactsMalaysia is the sixth largest international market viewing Australia on TripAdvisor, at 3.8% of all sessions. In 2016 this figure increased by 18.3% year-on-year. With Malaysia’s position as the sixth largest international market viewing Australia, this represents a relatively small market share of all the international destinations they are searching.

Traveller Profile

Motivations for travel

Malaysian travellers choose a destination based on family-friendly attractions, world-class nature and friendly and open citizens. A destination must also satisfy the rational factors of safety and security and value for money.

Where are they going?

The most visited destination for Malaysian travellers is China, followed by Japan. Australia is third on the list in terms of trips taken in 2016, ahead of Taiwan and Hong Kong.

Where do they want to go?

Australia makes it to the top of the consideration set for Malaysian travellers, in terms of intention to visit, in close competition with Japan. Approximately 30 per cent of Malaysian consumers intend to travel to Australia and Japan in the next two years.

Who do they travel with?

Approximately one-third of Malaysian consumers travel as a couple.

Traveller Behaviour

How do they prefer to travel?

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

> Preferred styles of travel include city breaks and visiting friends and family.

> Under one-third of trips are tour groups, with a shift towards semi-independent and fully-independent travel in recent years.

When do they travel?

March, November and December are the peak travel months for Malaysian consumers, with lead times typically falling between three to six months.

For travel to Australia, specifically, Lunar New Year, July and school holidays are the peak travel periods for Malaysian travellers.

How do they plan to travel?

For early planning and inspiration, Malaysian travellers are using a combination of online and offline sources, including searching the internet, talking to friends and family, and using traveller review sites and social media.

How do they book travel?

When it comes to booking, the majority are doing so either directly via an airline or accommodation provider’s website, or via a travel agent (by telephone or in person).

Perceptions of AustraliaAustralia is well-placed to deliver on the importance factors which are most highly ranked among Malaysian travellers, with Australia being among the top three long-haul destinations that are most associated with providing these offerings. Most positively, Australia ranks in first position for family-friendliness.

CONSUMER PROFILE MALAYSIA

SUMMARY

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

Internal Data, December 2016.

Consumer Profile Malaysia 2017

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

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

Most important factors when selecting a holiday destination

Market OverviewIn 2016, Malaysia was Australia’s seventh largest inbound market for visitor arrivals, eighth largest market for total visitor spend and 10th for visitor nights.

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

22%

Visiting friends & relatives◊§

60%Holiday◊§

6%Business◊§

6%Education◊§

387,700Visitor arrivals1 (á 14 per cent)

$1.2bnTotal spend2 (á 9 per cent)

Read as: 67% of respondents rate ‘safety and security’ among the top five most important factors when choosing a holiday destination.

67%

51%

36%

33%

30%

28%

28%

25%

24%

16%

Safetyandsecurity

Valueformoney

Familyfriendly

Worldclassnature

Friendlyandopencitizens

Goodfoodandwine

Cleancities, goodinfrastructure

Richhistory andheritage

Aquaticandcoastal

Qualityaccommodation Median nights stayed◊

**2

Average nights stayed◊

*2

25nights

8nights

MALAYSIAN TRAVELLER PROFILE


AUSTRALIA’S POSITION AND OPPORTUNITY

Purchase funnel

Aspiration

Which of the following destinations

are you considering travelling to

in the next 4 years?

Awareness of holiday experiences

How aware would you say you are

of the holiday experiences on offer

in the following destinations?

Intention

Which of the following destinations

are you actively planning to visit for

a holiday in the next 2 years?

Visitation

Millions of trips in 20161

Read as: 54% of Malaysian consumers are considering travel to Australia in the next 4 years, while 30% are intending to visit in the next 2 years. Australia is ranked #3 for visitation against other out-of-region (OOR) destinations for Malaysian travellers.

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

Opportunity matrix

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

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

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

HistoryandCulture

City

AquaticandCoastal

FoodandWine

SportandAdventure

Natural Beauty

Wildlife

Sizeofbubble=Importancefor

destinationchoice

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

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

25

30

35

40

45

50

55

60

26 28 30 3432 36 40 42 44 46 4838 5250

Asso

ciati

on w

ith A

ustr

alia

% o

f out

-of-r

egio

n tr

avel

lers

*

High Association with Australia Low Experience Appeal

Low Association with AustraliaLow Experience Appeal

High Association with AustraliaHigh Experience Appeal

Low Association with AustraliaHigh Experience Appeal

54%

51%

42%

36%

33%

32%

30%

29%

29%

28%

AustraliaJapan

NewZealandSouthKorea

UKHongKong

TaiwanFrance

SwitzerlandItaly

54%

53%

45%

44%

42%

39%

39%

38%

32%

32%

AustraliaJapan

HongKongChina(ex. HK)

SouthKoreaTaiwan

UKNewZealand

MacauFrance

30%

29%

19%

19%

17%

16%

14%

12%

8%

8%

AustraliaJapan

TaiwanSouthKoreaNewZealand

HongKongChina(ex. HK)

UKFranceMacau

1.1

0.4

0.4

0.4

0.4

0.3

0.2

0.1

0.1

0.1

ChinaJapan

AustraliaTaiwan

HongKongSouthKorea

UKMacau

USANewZealand

NATURE AND WILDLIFE


How does Australia rate?

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

World class nature

Respondents who have not visited Australia Respondents who have visited Australia

Read as: 51% of respondents who have not visited Australia associate Australia with ‘world class nature.’ This figure rises to 64% among those who have visited.

Unique and interesting wildlife

Total respondents

Read as: 62% of total respondents associate Australia with ‘unique and interesting wildlife.’

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

Read as: 43% of respondents said that ‘remarkable scenery to soak up’ is a key element of ‘world class nature’.

Read as: 26% of respondents said ‘tropical islands and beaches’ are an important type of ‘world class nature’.

43%

11%

10%

9%

Remarkablescenerytosoakup

Naturalareaswithgoodinfrastructure

Remarkablenaturalenvironments

Escapetosecluded relaxingareas

26%

20%

17%

14%

14%

7%

Tropicalislandsandbeaches

Wilderness/mountain/rainforest areas

Naturalremotecoastalareas

Developedcoastal

Historical/cultural/religious

Wideopeninland/outback/desertareas

51%48%46%46%44%

40%38%38%35%33%

AustraliaGreeceFrance

SwitzerlandHawaii

CaribbeanCanada

ItalyScandinavia

Fiji

66%64%63%

59%58%55%54%51%

46%46%

CanadaAustralia

SwitzerlandItaly

ScandinaviaHawaiiGreeceFrance

UKCaribbean

62%40%

32%27%

22%22%20%19%19%18%

AustraliaSouthAfricaNewZealand

KenyaBrazilChina

TaiwanJapan

SwitzerlandCanada

FOOD AND WINE




Good food and wine


Read as: 31% of respondents who have not visited Australia associate Australia with ‘good food and wine.’ This figure rises to 60% among those who have visited.

Current associations with Australian food and wine

Read as: 48% of respondents associate Australian food and wine with ‘high grade meat and live stock’.

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

Read as: 35% of respondents said ‘interesting street-food’ is a key element of ‘good food and wine.’

Read as: 41% of respondents said ‘fresh seafood’ is an important type of ‘good food and wine’.

41%

27%

19%

4%

4%

2%

Freshseafood

Arangeofmulticulturalfoodoptions

Naturalfruitandvegetables

Highgrademeatandlivestock

Awardwinningwineries

Renowned cheeseanddairy

35%

19%

17%

16%

9%

3%

Interestingstreet-food

Freshlocalproduce

Anationalstyleofcooking

Aheritageoffoodandwineculture

Awardwinningrestaurants

Vineyards/winery

48%45%

33%31%

28%26%25%

21%17%16%

HighgrademeatandlivestockFreshfoodinpristineenvironments

FreshseafoodUniqueculinaryexperiencesSpectacularoutdoordining

BackyardBBQsAheritageoffoodandwineculture

SteakhousesFoodandwineeventsandlocalfestivals

Finediningrestaurants

52%47%46%45%43%

33%31%29%

22%21%

JapanHongKong

TaiwanItaly

FranceKorea

AustraliaChina

UKGermany

64%60%57%

53%51%49%

40%33%30%27%

JapanAustralia

HongKongFranceTaiwan

ItalyKoreaChina

GermanyUSA

AQUATIC AND COASTAL




Aquatic and coastal


Read as: 42% of respondents who have not visited Australia associate Australia with ‘aquatic and coastal’ experiences. This figure rises to 64% among those who have visited.

Remote coastal, beach and aquatic locations Aquatic wildlife

Respondents who have not visited Australia

Respondents who have visited Australia



Read as: 41% of respondents that have visited Australia associate Australia with ‘remote coastal, beach and aquatic locations’.

Read as: 49% of respondents that have visited Australia associate Australia with ‘aquatic wildlife’.

Developed coastal and beach locations Tropical islands and locations





Read as: 51% of respondents that have visited Australia associate Australia with ‘developed coastal and beach locations’.

Read as: 29% of respondents that have visited Australia associate Australia with ‘tropical islands and locations’.

51%42%

33%28%27%

18%14%12%12%12%

HawaiiAustraliaMauritiusCaribbean

NewZealandJapan

FijiKorea

ScandinaviaSwitzerland

64%39%38%

31%28%

18%16%15%14%13%

AustraliaHawaii

NewZealandMauritiusCaribbean

JapanItalyBrazil

ScandinaviaFiji

31%30%

24%22%

16%16%13%13%11%11%

HawaiiAustraliaMauritius

NewZealandJapan

FijiKoreaItalyBrazilFrance

41%35%

27%25%21%17%16%15%14%13%

AustraliaHawaii

NewZealandMauritius

FijiJapan

GreeceScandinavia

KoreaSpain

40%26%22%21%20%16%

11%11%11%10%

AustraliaHawaii

NewZealandMauritius

JapanFiji

BrazilKorea

SouthAfricaChina

49%28%27%22%17%15%15%11%11%10%

AustraliaNewZealand

HawaiiMauritius

JapanFiji

SouthAfricaBrazil

ScandinaviaUK

38%35%

22%20%20%17%17%17%16%16%

AustraliaHawaiiJapan

NewZealandBrazil

MauritiusKoreaItaly

HongKongUSA

51%34%

18%18%16%15%15%15%14%12%

AustraliaHawaii

NewZealandMauritiusGreeceFranceBrazil

HongKongItaly

Japan

31%28%

19%16%16%13%12%9%9%9%

HawaiiMauritiusAustralia

NewZealandFiji

JapanBrazil

OtherSPacificItaly

NorthAfrica

34%29%28%

20%16%12%10%9%9%9%

HawaiiAustraliaMauritius

FijiNewZealand

JapanTaiwan

OtherSPacificKorea

Greece

ATTRACTIONS AND EVENTS


12% 25% 63%

No Unsure Yes

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

Top 10 Australian attractions

Read as: 53% of respondents indicate ‘Australian beaches’ as an appealing Australian attraction.

Leisure events

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

Read as: 63% of respondents indicate that they always look to time their trip and places visited with an event or festival of interest.

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

Read as: 44% of respondents indicate ‘natural and wildlife events’ as appealing elements when travelling overseas.

Read as: 36% of respondents indicate the influence of ‘religious events’ on destination choice.

53%

48%

45%

39%

37%

36%

36%

36%

34%

33%

Australianbeaches

Australianwildlife

Islandexperiences

Travellingaroundseveralplaces

ThemajorAustraliancities

TheGreatBarrierReef

Rainforests/forests/nationalparks

Unspoiltnaturalwilderness

Australiancoastallifestyle

Australianfoodandwine

44%

43%

41%

40%

28%

27%

23%

21%

15%

Naturalandwildlifeevents

Local/regionalevents

Foodandwinefestivals

Familyevents

Culturalcelebrations

Musicfestivals

Artsandentertainmentevents

Religiousevents

Sportingevents

36%

34%

34%

32%

31%

31%

30%

30%

28%

Religiousevents

Majorsportingevents

Familyfriendlyevents

Foodandwinefestivals

Local/regionalevents

Artsandentertainmentevents

Naturalandwildlifeevents

Culturalcelebrations

Musicfestivals

PLANNING AND BOOKING INFORMATION SOURCES


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

Preferred sources for early planning and holiday inspiration

Read as: 33% of respondents indicate ‘general internet searching’ as a preferred source during the early stages of planning a holiday.

Preferred sources for seeking information about a holiday destination

Read as: 38% of respondents indicate ‘general internet searching’ as a preferred source for seeking information about a holiday destination.

Preferred sources used to book a holiday

Read as: 44% of respondents indicate ‘directly through (an) airline (online)’ as a preferred source when booking a holiday.

33%

32%

27%

27%

26%

25%

22%

22%

21%

19%

General internet searching

Friendsorrelatives thathavebeenbeforeorlive there

Socialmedia

Onlineflightsbookingsite

Traveller review sites

Onlinehotelbookingsite

Brochures

Sitesforspecificdestinations

Travelorguidebooks

Nationaltourismwebsite

38%

30%

28%

24%

24%

23%

22%

21%

20%

19%

Generalinternetsearching

Friendsorrelativesthathavebeenbeforeorlivethere

Travellerreviewsites

Onlinehotelbookingsite

Socialmedia

Onlineflightsbookingsite

Sitesforspecificdestinations

Travelorguidebooks

Nationaltourismwebsite

Brochures

44%

36%

30%

17%

11%

8%

6%

6%

5%

3%

Directlythroughairline(online)

Accommodationprovider(online)

Travelagent(telephoneorinperson)

Travelagent(online)

Directlythroughairline(telephoneorinperson)

Touroperator(telephoneorinperson)

Accommodationprovider(telephoneorinperson)

Airbnb

Touroperator(online)

Othertravelbookingwebsite

RESPONDENT PROFILE


Gender AgeAbout the researchThe Consumer Demand Project

(CDP) research is carried out by BDA

Marketing Planning, a consultancy

who specialise in international

demand side strategy development

and consumer research. It helps

determine the strategic priorities

to achieve the Tourism 2020 goal,

by providing a comprehensive

assessment of Australia’s current

destination appeal and the latent

demand potential. The research is

conducted annually across eleven

of Australia’s key tourism markets:

China, Germany, India, Indonesia,

Japan, Malaysia, New Zealand,

Singapore, South Korea, UK and

USA. In 2016, the following markets

were integrated into the program:

Hong Kong, Taiwan, Canada, Brazil,

France and Italy. Over the last

five years, Tourism Australia have

spoken to over 90,000 international

long-haul travellers via online

research panels.

Want to know more?Fact sheets for seventeen of

Australia’s key tourism markets

can be accessed at: http://www.

tourism.australia.com/statistics/

consumer-demand-research.aspx

For more information,

please contact:

[email protected]

www.tourism.australia.com

@TourismAus

Place of residence Income

Living situation Employment status

Occupations

46%

54%

Male

Female

25%

43%

21%

8%

3%

Under 29years

30- 39years

40- 49years

50-59years

60+years

34%21%

12%10%4%4%3%3%3%2%

SelangorKualaLumpurPulauPinang

JohorPerak

SarawakNegeriSembilan

SabahMelakaKedah

4%

7%

9%

21%

17%

20%

16%

5%

Under RM30,000

RM30,000 toRM39,999

RM40,000 toRM49,999

RM50,000 toRM69,999

RM70,000 toRM89,999

RM90,000 toRM119,999

RM120,000 toRM199,999

RM200,000 ormore

52%

21%

12%

5%

4%

4%

2%

1%

Partner andkids

Parents

Partner

Housemates

Relatives/family

Alone

Singleparent

Other

82%

6%

4%

3%

2%

2%

1%

Workfulltime

Workpart time

Fulltimestudent

Homeduties

Lookingforwork

Retired

Other

48%22%

15%7%4%2%2%0%0%

Professional

Manager

Clericalandadmin

Self-employed

Other

Labourer/trade

Salesworker

Communityworker

Farmer

consumer profile malaysiadirectly via an airline or accommodation provider’s website, or via a...

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