holiday rental industry update and trends - stayz.com.au · pdf fileinaugural stayz group...
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Abridged version
Holiday Rental Industry
Update and Trends
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2
1. Welcome and background
2. The Australian holiday rental market
3. Trends in Australia and overseas
4. Future travel trends
5. The Stayz Group plans
Agenda
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3
1. Welcome and background
2. The Australian holiday rental market
3. Trends in Australia and overseas
4. Future travel trends
5. The Stayz Group plans
Agenda
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4
You are sitting with a broad
range of people today...
>210 participants
27.6%
4.5%
60.4%
7.5%
OtherReal estate
agent
Multiple
properties
Single
property1-2 yrs<1 y 2-5 yrs 5-10 yrs
36.0%
>10 yrs
20.8%19.2%
20.8%
3.2%
By role By length of time with Stayz
Source: Stayz
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Objectives of the Summit
To enhance and grow your holiday rental business
To allow you to interact with industry experts, the
Stayz Team, and each other!
Inaugural Stayz Group Holiday Rental Awards
1
2
3New
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Professional/exec/metro
$
Families/leisure/regional
$$
The Stayz Group has three
distinct brand offerings
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The Stayz Group community
100 *
* FY12 Stayz Group Internet stats (accepted booking nights – does not include bookings made with subscription clients)
Holiday options
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What sets the Stayz Group
apart?
Source: *Nielsen market intelligence August 2011; **Stayz internal statistics FY12; ^Stayz internal statistics 2011
30,000+Facebook followers
800,000+Newsletter subscribers
holidaymakers browseeach month
4,200,000**
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Celebrating 10 years of
Stayz.com.au
Note: Stayz figures (does not include Rent-a-Home and Take-a-Break)Source: *Stayz internal Statistics. Comparison between 2006 to 2012; **Nielsen Online Ratings / Jan 2012, Travel; *** Stayz Internal Statistics, February 2012 Database; ^ Consumer Research 2011; ^^ Google Analytics, February 2012
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1. Welcome and background
2. The Australian holiday rental market
3. Trends in Australia and overseas
4. Future travel trends
5. The Stayz Group plans
Agenda
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11
*Hotels, Motels, Guesthouses, and Serviced ApartmentsSource: Stayz analysis based on TRA data
Tourism accommodation is a
large industry, but with slow
growth
78 77 77 81 80 81 78 80 8172 74 73 74
106
25
2004
102
23
2003
102
21
2002
99
22 28
106 109
2007
28
109
29
20062005
100
22
99
2001
22
2000 2008
25
-11%
2010
24
9898
24
2011
25
97
2012e
+0.5%+1.1%
97
2009
InboundDomestic
Australian tourism market(Mill. Visitor nights in HMGSA*, FY2000-FY2012e, Australia)
Financial crash
• Three quarters of
Australian visitor nights
are domestic
• Long term trend of
tourist accommodation
is flat
• Financial crisis set a
new normal in the
Australian market
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1. Welcome and background
2. The Australian holiday rental market
3. Trends in Australia and overseas
4. Future travel trends
5. The Stayz Group plans
Agenda
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13
• The external environment has served up a tough couple of
years
• Three key Technology trends offer significant opportunity
1. Mobile
2. Payments (and path to instant bookings)
3. Social sharing
There is good and bad news when
looking at trends impacting our industry
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The last two years have suffered the 2nd
highest and 3rd highest rainfall since 1900
1 Poor weather
2Strong Australian Dollar
3Restrained consumer sentiment
4Increase in international travel
Annual rainfall – Australia (mm, 1900-2011)
Source: Australian Bureau of Meteorology
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Only the south-western areas
have been spared
1 Poor weather
2Strong Australian Dollar
3Restrained consumer sentiment
4Increase in international travel
Rainfall anomalies in the last two years (mm, FY2011-FY2012)
Source: Australian Bureau of Meteorology
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The last two years have had the
highest $AU since at least 1999
1 Poor weather
2Strong Australian Dollar
3Restrained consumer sentiment
4Increase in international travel
Currency conversion from $AU to $US (1999-2012)
Source: Yahoo!7 Inc.
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Consumer confidence has taken
a further hit since 2010
1 Poor weather
2Strong Australian Dollar
3Restrained consumer sentiment
4Increase in international travel
9897
115
Jul-12Jul-11Jul-10
-15%
Westpac NSW Consumer Sentiment Index (Jul2010-Jul2012)
Source: Westpac Bank
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Outbound holidays have more
than doubled since 2004
1 Poor weather
2Strong Australian Dollar
3Restrained consumer sentiment
4Increase in international travel
5
10
+104%
0
20092007 20082006 2012e2005 2010 201120042003200220012000
Outbound visitors (mm visitors, FY2000-FY2012e)
Source: TRA
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iPod changed the music industry,
iPhones ramped even faster,
iPad growth is 3x faster than iPhone
Source: Mary Meeker KPCB presentation May 2012 http://www.businessinsider.com/mary-meekers-latest-incredibly-insightful-presentation-about-the-state-of-the-web-2012-5
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In the US, the desktop PC is no
longer the main computer45% of web browsing is done on the iPad. Adding in SmartPhones,
60% of web surfing is done away from a traditional computer.
Source: Business Insider Ipad Usage Survey 2012 07 (sample of 2000 readers) http://www.businessinsider.com/ipad-usage-survey-results-2012-7?op=1#ixzz22CFIBxrs
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Fairfax’s Australian Audience are
strong users of mobile for Travel
53%
26%
and/or
49%
use their smartphone /
tablet for travel research
27%
booked a flight or
accommodation on their smartphone /
tablet
61% of Fairfax Metro’s
travel audience have a
smartphone or tablet
Source; GfK Blue Moon SMH/AGE Travel Survey, May 2012
Mobile presence of Fairfax Metro travel audience
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• CBA has more than 6.5 million internet
customers and 2 million mobile phone
customers using its mobile banking app.
• Two years ago just 2% of CBA consumer
transactions were through a mobile
device - now that figure is nearly 40%
• CBA expects to launch an app enabling
payment to friends via Facebook in Dec
this year
Consumers are beginning to expect the
ability to pay online/mobile
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Stayz Online Payments system
transactions mirror the trends
+100%
FY11 FY12
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1. Welcome and background
2. The Australian holiday rental market
3. Trends in Australia and overseas
4. Future travel trends
5. The Stayz Group plans
Agenda
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25
1. Welcome and background
2. The Australian holiday rental market
3. Trends in Australia and overseas
4. Future travel trends
5. The Stayz Group plans
Agenda
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26
� Stayz Charity Auction – raised $40,000 – thanks to you
� Facebook site – 31,000 fans 200% incr YOY
� Get-Together Daily Deals
Here is just a sample of some key
marketing initiatives in the last year
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A focus on property listing detail
drives more enquiries & bookings
Source: Stayz analysis
Booking nights per property(FY2012, Stayz properties)
Enq
uiry
nig
hts
per
prop
erty
(FY
2012
, Sta
yz p
rope
rtie
s)
� Located near adventure sports� Spa Baths & Relaxing Health Style� Facilities for corporate groups� Bed and Breakfast� Suitable for large groups� Cottage/Lodge/Villa� Suitable for weddings� Gay friendly accommodation� Under $80 per night� Suitable for family groups
� Located near a beach� Specialising in weekend accomm.� For couples (romantic location)� Located near natural beauty� Executive class accommodation� Good for short-term rentals
Properties displaying specific features
Num. of properties
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There are a number of ways to
improve your booking conversion
Source: Stayz
Con
vers
ion
rate
(FY
2012
, Sta
yz p
rope
rtie
s)
1Go for online payment 2
Always display your price 3
Chase Guest Rating… 4
… and Guest recommendation
+8%
SOPSNon-SOPS Price
not displ
ayed
+169%
Price
displaye
d
None
at all
+80%
Any
Guest Rat
ing
+85%
None
at all
Any Recommend
ation
Later sessions go into the detail