summary - tourism australia · indian travellers choose a destination based on world-class nature,...

TripAdvisor FactsIndia is the eleventh largest international market viewing Australia on TripAdvisor, at 2.7% of all sessions. In 2015 this figure increased by 10.4% year-on-year. With India’s position as the eleventh largest international market viewing Australia, this represents a relatively small percentage of all the international destinations they are searching.

Traveller Profile

Motivations for travel

Indian travellers choose a destination based on world-class nature, family-friendly attractions, aquatic and coastal experiences and friendly 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 Indian travellers is the USA by a significant margin, followed by France, the UK, Hong Kong and Switzerland. Australia is sixth on the list in terms of trips taken in 2016, ahead of Macau and Germany..

Where do they want to go?

Australia makes it to the top of the consideration set for Indian travellers, in terms of both aspiration and intention to visit. Approximately one-third of Indian consumers intend to travel to Australia in the next two years.

Who do they travel with?

One-third of Indian consumers travel as a couple.

Traveller Behaviour

How do they prefer to travel?

> The number of destinations visited is higher than that of the average of international travellers, with four destinations typically being visited within an average trip length of nine nights.

> Preferred styles of travel include resort and beach holidays.

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

When do they travel?

March to July are the peak travel months for Indian consumers, with lead times typically falling between three to six months.

For travel specifically to Australia, May and December are the peak travel periods for Indian travellers.

How do they plan to travel?

For early planning and inspiration, Indian travellers are using a combination of online and offline sources, including talking to friends and family, searching the internet and visiting online flight and hotel booking sites.

How do they book travel?

When it comes to booking, the majority are doing so via a travel agent, either online, via telephone or in person. One-third prefer to book directly via an airline or accommodation provider’s website.

Perceptions of AustraliaAustralia is regarded as a destination offering beautiful beaches, modern cities with nightlife, and a multicultural society.

Australia is strongly associated with the importance factors which are most highly ranked among Indian travellers, with Australia being ranked in second position across many factors. Switzerland is the key competitor for Australia in terms of being perceived to deliver more strongly on these importance factors.

CONSUMER PROFILE INDIA

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 India 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, India was Australia’s ninth largest inbound market for visitor arrivals, 10th largest market for total visitor spend and fifth 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.

42%

Visiting friends & relatives◊§

24%Holiday◊§

13%Business◊§

7%Education◊§

259,900Visitor arrivals1 (á 11 per cent)

$1.2bnTotal spend2 (á 9 per cent)

Read as: 48% of respondents rate ‘safety and security’ among the top five most important factors when choosing a holiday destination.

48%

43%

32%

29%

28%

25%

24%

23%

23%

21%

Safetyandsecurity

Worldclassnature

Valueformoney

Familyfriendly

Aquaticandcoastal

Friendlyandopencitizens

Goodfoodandwine

Richhistory andheritage

Cleancities, goodinfrastructure

Qualityaccommodation

Median nights stayed◊

**2

Average nights stayed◊

*2

61nights

29nights

INDIAN 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: 41% of Indian consumers are considering travel to Australia in the next 4 years, while 28% are intending to visit in the next 2 years. Australia is ranked #6 for visitation against other out-of-region (OOR) destinations for Indian 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 Indian market, Australia performs strongest with respect to aquatic and coastal experiences. Aquatic and coastal experiences have a slightly stronger 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 Indian 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

30

35

40

45

50

55

60

65

30 3432 36 4038

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

41%

39%

37%

35%

33%

32%

32%

30%

29%

28%

AustraliaSwitzerlandMauritius

USAFrance

UKGermany

NewZealandCanada

Italy

63%

61%

60%

60%

54%

54%

51%

51%

51%

51%

SwitzerlandAustralia

UKUSA

FranceCanada

HongKongNewZealand

MauritiusItaly

28%

23%

22%

21%

20%

19%

19%

18%

17%

17%

AustraliaSwitzerland

USAMauritius

UKGermanyFrance

NewZealandHongKong

Canada

1.2

0.5

0.4

0.4

0.3

0.3

0.2

0.2

0.2

USA

France

UK

HongKong

Switzerland

Australia

Macau

Germany

Italy

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: 54% of respondents who have not visited Australia associate Australia with ‘world class nature.’ This figure rises to 85% among those who have visited.

Unique and interesting wildlife

Respondents who have not visited Australia

Read as: 50% of total respondents associate Australia with ‘unique and interesting wildlife.’

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

Read as: 29% of respondents said that ‘remarkable scenery to soak up’ is a key element of ‘world class nature’.

Read as: 29% of respondents said ‘wilderness/mountain/rainforest’ environments are an important type of ‘world class nature’.

29%

15%

13%

12%

12%

Remarkablescenerytosoakup

Remarkablenaturalenvironments

WorldHeritagestatusareas

Engagingwithnature

Escapetosecluded relaxingareas

29%

22%

18%

16%

10%

6%

Wilderness/mountain/rainforest areas

Naturalremotecoastalareas

Tropicalislandsandbeaches

Developedcoastal

Historical/cultural/religious

Wideopeninland/outback/desertareas

66%54%

47%46%45%

39%39%38%37%37%

SwitzerlandAustraliaMauritius

NewZealandFranceHawaiiItalyUSAUK

Canada

85%75%

69%59%

49%46%46%45%45%45%


NewZealandUK

USACanada

MauritiusHawaiiFranceItaly

50%42%

33%30%29%26%26%26%25%24%

AustraliaSouthAfrica

BrazilKenya

SwitzerlandCanada

NewZealandGermany

UKFrance

FOOD AND WINE




Good food and wine


Read as: 35% of respondents who have not visited Australia associate Australia with ‘good food and wine.’ This figure rises to 66% among those who have visited.

Current associations with Australian food and wine

Read as: 37% of respondents associate Australian food and wine with ‘spectacular outdoor dining’.

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

Read as: 25% of respondents said ‘a heritage of food and wine culture’ is a key element of ‘good food and wine.’

Read as: 35% of respondents said ‘natural fruit and vegetables’ is an important type of ‘good food and wine’.

37%35%

33%32%

29%26%26%26%

25%23%

SpectacularoutdoordiningFreshfoodinpristineenvironments

Fishandchipson thebeachFreshseafood

AheritageoffoodandwinecultureHighgrademeatandlivestock

MulticulturalfoodBackyardBBQs

UniqueculinaryexperiencesFinediningrestaurants

25%

24%

20%

16%

10%

4%

Aheritageoffoodandwineculture

Interestingstreet-food

Freshlocalproduce

Awardwinningrestaurants

Anationalstyleofcooking

Vineyards/winery

35%

28%

20%

9%

4%

4%

Naturalfruitandvegetables

Freshseafood

Arangeofmulticulturalfoodoptions

Highgrademeatandlivestock

Renowned cheeseanddairy

Awardwinningwineries

47%39%

37%35%35%34%

32%31%

27%27%

FranceItaly

SwitzerlandAustralia

UKUSA

CanadaGermanyMauritiusHongKong

66%55%52%

48%45%45%42%41%38%35%


UKFrance

USAGermany

NewZealandCanada

ItalyHongKong

AQUATIC AND COASTAL




Aquatic and coastal


Read as: 40% of respondents who have not visited Australia associate Australia with ‘aquatic and coastal’ experiences. This figure rises to 69% among those who have visited.

Remote coastal, beach and aquatic locations Aquatic wildlife


Respondents who have visited Australia



Read as: 49% of respondents that have visited Australia associate Australia with ‘Remote coastal, beach and aquatic locations’.

Read as: 57% of respondents that have visited Australia associate Australia with ‘aquatic wildlife’.

Developed coastal and beach locations Tropical islands and locations





Read as: 53% of respondents that have visited Australia associate Australia with ‘developed coastal and beach locations’.

Read as: 42% of respondents that have visited Australia associate Australia with ‘tropical islands and locations’.

42%41%40%

30%28%

26%25%24%23%22%

HawaiiMauritiusAustralia

NewZealandCaribbean

USABrazil

SouthAfricaUK

France

69%51%

45%41%38%37%36%33%33%33%

AustraliaMauritius

HawaiiNewZealand

USASouthAfrica

BrazilFrance

UKCanada

30%30%27%

21%20%19%19%18%18%18%

AustraliaMauritius

HawaiiNewZealand

BrazilUSAUK

ItalyFrance

SouthAfrica

49%39%37%36%35%33%31%27%25%25%

AustraliaNewZealand

HawaiiSouthAfrica

BrazilMauritius

USAUK

MexicoSwitzerland

35%29%27%

20%20%20%18%18%17%17%

AustraliaMauritius

HawaiiNewZealandSouthAfrica

BrazilFiji

USAHongKong

UK

57%39%36%35%33%30%29%27%26%25%

AustraliaNewZealand

BrazilHawaii

MauritiusSouthAfrica

USAJapan

HongKongCanada

40%33%

28%26%25%24%22%21%21%19%

AustraliaMauritius

BrazilHawaii

USANewZealand

FranceUK

HongKongSouthAfrica

53%44%42%37%36%35%33%32%

26%23%

AustraliaNewZealand

BrazilHawaii

MauritiusSouthAfrica

USAFrance

UKCanada

32%30%26%21%19%18%17%16%15%15%

MauritiusHawaii

AustraliaFiji

NewZealandSouthAfrica

MacauJapanBrazil

Greece

42%37%36%35%33%29%26%25%24%22%

AustraliaMauritius

HawaiiBrazil

NewZealandUK

USAFiji

SouthAfricaJapan

ATTRACTIONS AND EVENTS


9% 23% 68%

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: 57% 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: 68% 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: 68% of respondents indicate ‘natural and wildlife events’ as appealing elements when travelling overseas.

Read as: 62% of respondents indicate the influence of ‘major sporting events’ on destination choice.

57%

47%

41%

40%

39%

34%

33%

33%

31%

30%

Australianbeaches

Australianwildlife

Islandexperiences

TheGreatBarrierReef

Australiancoastallifestyle

Australianfoodandwine

ThemajorAustraliancities

Rainforests/forests/national parks

Travellingaroundseveralplaces

Unspoiltnaturalwilderness

68%

64%

63%

58%

57%

53%

48%

47%

44%

Naturalandwildlifeevents

Familyevents

Foodandwinefestivals

Musicfestivals

Local/regionalevents

Culturalcelebrations

Religiousevents

Artsandentertainmentevents

Sportingevents

62%

60%

60%

58%

58%

58%

58%

57%

56%

Majorsportingevents

Foodandwinefestivals

Religiousevents

Musicfestivals

Artsandentertainmentevents

Familyfriendlyevents

Naturalandwildlifeevents

Local/regionalevents

Culturalcelebrations

PLANNING AND BOOKING INFORMATION SOURCES


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

Preferred sources for early planning and holiday inspiration

Read as: 30% 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: 31% 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: 36% of respondents indicate ‘travel agent (online)’ as a preferred source when booking a holiday.

30%

30%

28%

27%

27%

24%

23%

23%

22%

22%

General internet searching

Onlineflightsbookingsite

Onlinehotelbookingsite

Friendsorrelatives thathavebeenbeforeorlive there

Travelorguidebooks

Traveller review sites

Brochures

Socialmedia

Onlinetravelagent

Videosoninternet

31%

28%

28%

27%

26%

23%

22%

22%

22%

21%

Generalinternetsearching

Onlineflightsbookingsite

Travellerreviewsites

Onlinehotelbookingsite

Friendsorrelativesthathavebeenbeforeorlivethere

Travelorguidebooks

Socialmedia

Nationaltourismwebsite

Brochures

Sitesforspecificdestinations

36%

33%

29%

28%

19%

17%

14%

14%

3%

1%

Travelagent(online)

Directlythroughairline(online)

Travelagent(telephoneorinperson)

Accommodationprovider(online)

Touroperator(telephoneorinperson)

Directlythroughairline(telephoneorinperson)

Accommodationprovider(telephoneorinperson)

Touroperator(online)

Othertravelbookingwebsite

Airbnb

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 project:

Hong Kong, Taiwan, Canada, Brazil,

France and Italy. Over the last five

years, Tourism Australia has 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

62%

38%

Male

Female

39%

36%

7%

5%

5%

5%

2%

Delhi

Mumbai

Bangalore

Chennai

Kolkata

Hyderabad

Ahmedabad

10%

12%

11%

13%

16%

12%

9%

8%

8%

Under₹5,99,999

₹5,00,000to₹6,99,999

₹7,00,000to₹9,99,999

₹10,00,000to₹13,99,999

₹14,00,000to₹17,99,999

₹18,00,000to₹23,99,999

₹24,00,000to₹29,99,999

₹30,00,000to₹39,99,999

Over₹40,00,000

48%

29%

14%

4%

3%

2%

1%

0%

Partnerandkids

Parents

Partner

Housemates

Alone

Relatives/family

Singleparent

Other

81%

7%

5%

3%

1%

1%

1%

Workfulltime

Workparttime

Fulltimestudent

Homeduties

Lookingforwork

Retired

Other

17%

49%

24%

7%

3%

1%

Under24years

25- 34years

35- 44years

45- 54years

55- 64years

65+years

45%

38%

9%

4%

2%

1%

0%

0%

0%

Manager

Professional

Self-employed

ClericalandAdmin

Other

Labourer/trade

Salesworker

Communityworker

Farmer

summary - tourism australia · indian travellers choose a destination based on world-class nature,...

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