Insight Department: Australian Visitors to Scotland

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1 Insight Department: Australian Visitors to Scotland October 2017

2 Welcome The Australian Visitors to Scotland factsheet provides the latest data and trends on the volume and value of visitors from the International Passenger Survey (IPS). This factsheet also provides information on the latest consumer trends and attitudes. A Typical Visitor from Australia Beautiful scenery, history and culture and Scotland s reputation for friendly people are all key motivating factors for visiting Scotland. Australian visitors like to meet local people and class it as a desired element of their authentic holiday experience. A trip to Scotland is often combined with a larger trip, taking in other destinations, which may be in the UK or Europe. London Heathrow has direct links to Australia, however one stop flights to Edinburgh and Glasgow with Middle Eastern Carriers are available from all major airports in Australia. Australian visitors to Scotland typically have strong friends and family connections here and are more likely than other long haul markets to be on a repeat visit. Australians also have strong ancestral links to Scotland, however this tends to be lower than other long haul markets such as Canada. Australia is relatively remote from other economical and culturally similar countries, so Australians are more accustomed to travelling. They are not averse to making long distance travels to go on holiday. Being so far away, Australians book the furthest ahead, around 11 months prior to their holiday. They prefer to book through the travel trade and are increasingly reliant on online travel agencies. Australians are also keen to explore and are open to finding lesser known places. They may be visiting friends and family who may not always live in main tourist hotspots. They visit on average 4.6 areas when they are in Scotland. The typical Australian visitor is likely to be aged 55+, travelling with a spouse or partner and retired or working. Popular visitor source areas in Australia include Victoria, New South Wales, Queensland and Western Australia. 1

3 Visitors from Australia to the UK and Scotland in 2016 Visitors from Australia to the UK and Scotland in 2016 INDICATORS UK KEY FACTS SCOTLAND Total visits 982, ,000 Visits by purpose 43% holiday 44% VFR 7% business 54% holiday* 41% VFR 3% business Total nights million 1.4 million Total spend 1.06 billion 102 million Top towns visited London Edinburgh Manchester Glasgow Liverpool Edinburgh Glasgow Inverness Average length of stay 13.2 nights 10.3 nights* Average spend per day 82 81* Average spend per visit 1, * * 3 years average ( ) Source: IPS, 2016 In 2016, Australia was the UK s 10th largest source market measured by number of visits 7th largest by number of nights 4th largest by expenditure In 2016, Australia was Scotland s 6th largest source market measured by number of visits 4th largest by number of nights 4rd largest in terms of expenditure 2

4 Visitors from Australia to Scotland Compared to Other Overseas Markets: TRIPS SPEND NIGHTS 000s % m % 000s % USA % % 4,109 19% Germany % % 2,725 13% France 152 6% 75 4% 1,160 5% Canada 149 5% 130 7% 1,370 6% Poland 138 5% 20 1% 885 4% Australia 132 5% 102 6% 1,354 6% Italy 123 4% 92 5% 901 4% Netherlands 115 4% 62 3% 884 4% Irish Republic 96 3% 25 1% 295 1% Sweden 89 3% 43 2% 372 2% Rest of World % % 7,174 34% Total 2, % 1, % 21, % Source: IPS,

5 Latest Information Visitors from Australia to Scotland INDICATORS KEY FACTS Total visits to Scotland 132,000 trips Total nights in Scotland 1.4 million Total spend in Scotland 102 million Average length of stay ( ) 10.3 nights Average spend per day ( ) 81 Average spend per visit ( ) 825 Duration of stay Purpose of travel 1-3 nights (4%) 4-7 nights (13%) 8-14 nights (23%) 15+ nights (60%) Holiday (54%) Business (3%) VFR (41%) Seasonality Jan-Mar (13%) Apr-Jun (25%) Jul-Sep (44%) Oct-Dec (17%) Source: IPS,

6 Regions Visited Top towns visited Edinburgh Glasgow Inverness Top regions visited Source: IPS, 2016 Lothians Greater Glasgow & Clyde Valley Highlands & Islands 5

7 Trends Information Visitors from Australia to Scotland VISITORS FROM AUSTRALIA TO SCOTLAND: Total visit/nights/spend Total Visits (000s) Total Nights (000s) Total Spend ( m) ,286 1,263 1,399 1,345 1,413 1,335 1,167 1,674 1,407 1, Source: IPS,

8 2. Volume/Value trend Visits (000s) Spend ( m) Linear (Visits (000s)) Source: IPS, The overall trend in numbers of visitors from Australia over the past decade is positive despite a slight dip in numbers since Visitor numbers for 2016 still sit above visitor numbers recorded in Increased connectivity between Australia and the UK could help boost visitors from Australia to Scotland in CONNECTIVITY In 2017 a new flight was launched connecting Perth to London, this direct access to the UK will further enhance connectivity from Australia to Scotland. Increased connectivity between Abu Dhabi and Scotland will further enhance connectivity from Australia. 7

9 Motivations to Visit Scotland MOTIVATIONS TO VISIT SCOTLAND Scenery & landscape 49% (survey average 50%) History & culture 48% (survey average 33%) SCOTLAND Always wanted to visit 30% (survey average 15%) My Scottish ancestry 27% (survey average 9%) Visit family/friends who live in Scotland 26% (survey average 21%) Scotland s vast and breath-taking landscape is a key motivator for Australian visitors to visit. History and culture is also important, but less so in comparison to North American markets. CONNECTIONS TO SCOTLAND 68% of visitors from Australia had a connection to Scotland. The most common connections were: Ancestors live in Scotland 34% Family live in Scotland 26% Friends live in Scotland 15% Lived in/grew up in Scotland 12% Visitors from Australia report a high proportion of ancestral links to Scotland, slightly lower than Canada. Australian visitors were most likely of the long haul markets to have lived in Scotland previously and to have family connections here. 8

10 PLANNING & BOOKING Australian visitors tend to plan furthest ahead, unsurprising given they have the greatest travel distance. Planning: Travel booking: Accommodation booking: 42.7 weeks 22.4 weeks 19.3 weeks Australian visitors are likely to use the web and web search when planning their holiday. Travel review websites are particularly popular. They are also more likely to talk with friends and family when planning a visit and seek out personal advice from travel agents. TOP 5 ACTIVITIES IN SCOTLAND Sightseeing by car/coach/on foot 88% (survey average 74%) Visited castle/ historic house 81% (survey average 60%) Visited cathedral, church 78% (survey average 46%) Centre based walking (i.e around a town centre) 63% (survey average 45%) Visited cities 62% (survey average 42%) TRANSPORT TO SCOTLAND The key point of arrival to the UK for most Australian visitors was via Heathrow airport. Scotland currently has good connectivity from Australia via the 3 Middle Eastern hubs of Dubai, Abu Dhabi and Doha, as well as the key European hubs of Paris and Amsterdam (all being indirect one stop flights). Source: Scotland Visitor Survey 2015/2016 Visitors from Australia are very active and participate in many activities during their trip. They particularly enjoy sightseeing and visiting historical/ religious sites. Further down the list of activities, but the highest across all long-haul markets was: Genealogy/tracing ancestors 16% Source: Scotland Visitor Survey 2015/2016 9

11 ACCOMMODATION Accommodation Preferences: Hotel 56% (survey average 41%) B&B/GH 35% (survey average 20%) Friends/family 28% (survey average 19%) Self-catering 24% (survey average 22%) Airbnb 15% (survey average 5%) Aspects Important in Choosing Accommodation: Location 84% Value for Money 62% Availability of free Wi-Fi at accommodation 55% highest for all markets included Quality star grading 35% Source: Scotland Visitor Survey 2015/

12 Satisfaction with the Visitor Experience Overall satisfaction rates for long haul visitors are extremely positive and Australia is no exception. Nearly half of visitors from Australia rated their overall holiday experience a 10 out of 10. MEAN Top 2 Box (9 or 10) Overall rating of Holiday Experience (scale 1-10) % Likelihood to Recommend % 52% strongly agree that Scotland is a country worth visiting more than once 44% strongly agree that they were made to feel really welcome 37% strongly agree that the local people I met during my visit really added to the holiday experience Areas of the visitor experience which recorded mean scores below 8 include: Availability of local produce when eating out Mobile phone signal coverage Value for money of eating out Availability of 3G/4G Source: Scotland Visitor Survey 2015/

13 Popular media channels Research with consumers from Australia on VisitScotland s database has provided examples of key media channels used by these consumers. Key Websites Used Facebook Google (Gmail etc) Nine.com.au Yahoo ABC News Banking Ancestry UK News.com.au ebay Sydney Morning Herald Key Social Media Accounts Facebook TripAdvisor YouTube Google+ Pinterest Linkedin Instagram Whatsapp Key Newspapers Read (online or print) Sydney Morning Herald The Australian The Age Herald Sun The West Australian Courier Mail The Guardian Daily Telegraph ABC News Canberra Times Key Magazines Read (Online or in print) Women s Weekly Women s Day New Idea Take Five Better Homes and Gardens Influential TV Programmes for Travel Outlander Coast History of Scotland Source: VisitScotland Research 2014/2017 Hamish Macbeth Edinburgh Military Tattoo Braveheart 12

14 Barriers to Travel Although Scotland is viewed as a desirable place to visit, especially due to family connections, we need to be aware of the range of barriers which may be in the minds of Australian visitors when choosing their holiday destination. Changing travel markets means Australia now has more Asian immigrants than from the UK. The younger Australian generation have less affinity with Britain and motivation to visit friends and family in Scotland may be falling. Travel motivations such as scenery and landscape and history and culture score lower than other long-haul markets surveyed. With a risk of losing visitors with connections, Scotland must ensure is has something that makes it an appealing destination those without connections to the country. 13

15 APPENDIX: International Passenger Survey 2016 USING AND INTERPRETING STATISTICAL DATA Source: Data is sourced from the Office for National Statistics International Passenger Survey (IPS). Information about the survey can be found on the VisitBritain website (Insights & Statistics section) or the Office for National Statistics website Sample Sizes: Analysis of sub-groups, such as trips by purpose or demographic group, relies on small sample sizes that can be unreliable. Where this is a particular issue, methods to aggregate data, such as using a 3-year average instead of single-year data, have been used. Before using the data, it is important to recognise the limitations of using a small sample size. Further information, including methodology and sample sizes, can be found on the VisitBritain website (Insights & Statistics section). CONTACT US Insight Department VisitScotland Ocean Point One 94 Ocean Drive Edinburgh EH6 6JH research@visitscotland.com October 2017 visitscotland.com visitscotland.org Disclaimer: VisitScotland has published this report in good faith to update stakeholders on its activity. VisitScotland has taken all reasonable steps to confirm the information contained in the publication is correct. However, VisitScotland does not warrant or assume any legal liability for the accuracy of any information disclosed and accepts no responsibility for any error or omissions. Images VisitScotland