Who s Staying in Our Parks?

Transcription

1 1 Who s Staying in Our Parks? VicParks Annual Conference 22/08/2017 Presented by Peter Clay GM for Research & Advocacy

2 2 WORKING COLLABORATIVELY WITH STATE ASSOCIATIONS Our research is undertaken in partnership between the National Association and the Individual State Caravan and Camping Industry Associations. This joint investment allows the industry to undertake research at a level not seen previously to support advocacy, benchmarking and marketing initiatives across the country. Caravan Industry Association of Australia is proud to work collaboratively with each individual State Association to lead and champion a robust, compliant and sustainable caravan and camping industry.

3 3 + Today s Presentation State of Industry Victoria's Caravan and Camping Visitor Economy The Consumer Purchase Process Future Research Overview

4 4 State of Industry Manufacturing, Registrations and Tourism

5 T h e W o r l d i s a C h a n g i n g 8 Issues Shaping the Global Tourism Industry 5 Insert Header Info New Tourism and Travellers Digital Tourism Transport External Shocks Changing Business models and distribution systems Augmented and Virtual Reality, Artificial Intelligence, Machine Learning Low Cost Carriers, Aviation Routes, Alternative Fuel Vehicles, Driverless Cars Political (BREXIT, US, CHINA), Terrorism.

6 T h e W o r l d i s a C h a n g i n g 8 Issues Shaping the Global Tourism Industry 6 Insert Header Info BRIC Economies Inbound, Outbound and Investment Patterns Visas and Freedom of Travel EU and the right to travel Lifestyle and Segmentations The new 30s and the experience economy. International Tourism and Short-term Migration Educational, Employment, VFR

7 B a c k d r o p t o o u r I n d u s t r y Australia 7 Insert Header Info Politics Consumer Confidence Demographic Changes Economic Conditions Leadership, policy and populism Influencing purchasing decisions Shift in the Cultural Base and Rise of the Millennials Interest rates, underemployment, household savings and disposable income.

8 8 + In Review MANUFACTURING Softening market, yet 2016 was the second largest year for outputs in the last 37 years and represents the seventh consecutive period over 20,000 units. General Trends

9 RV Manufacturing 1975 to Highest Recorded Output 37,000 units 21,841 Units (-3.8%) Lowest Recorded Output 4500 Units Global Financial Crisis Highest Outputs in 37 Years

10 2015 v 2016 Towable Analysis 10 Caravan and Camper Trailer Outputs down 8% and 2% from 2015, Pop Tops Up 3% 2015 Camper Trailers 18% Tent Trailers 2% 2016 Camper Trailers 19% Tent Trailers 1% Caravans 57% Pop Tops 23% Caravans 55% Pop Tops 25%

11 2015 and 2016 Motorised Analysis 11 Up 19.8% - Growth in C Class Motorhomes (+26%) leading the way Campervans 13% A Class Motorhomes 1% B Class Motorhomes 33% Campervans 14% A Class Motorhomes 0% B Class Motorhomes 31% C Class Motorhomes 53% C Class Motorhomes 55%

12 12 + National RV Registrations Campervan Registrations Caravan Registrations Caravans and campervans on Australia s roads have been steadily increasing over the last five years, with caravan registrations growing by 30% since 2011 and campervans growing by 20% to reach 615, , , % +4.95% Y/E January 2016

13 13 + Victoria RV Registrations Campervan Registrations Caravan Registrations 12, , % +3.91% Y/E January 2016

14 14 National Visitor Economy Record breaking year witnessed 21 consecutive periods of growth in domestic caravan and camping overnight trips in Australia. General Trends

15 National Caravan and Camping Key Figures Y/E Domestic Nights Domestic Overnight Trips International Nights International Visitors 51.6 million +16% 11.7 million +9% 4.9 million -2% 355, %

16 Total Overnight Trips Mar 2000 Jun 2000 Sep 2000 Dec 2000 Mar 2001 Jun 2001 Sep 2001 Dec 2001 Mar 2002 Jun 2002 Sep 2002 Dec 2002 Mar 2003 Jun 2003 Sep 2003 Dec 2003 Mar 2004 Jun 2004 Sep 2004 Dec 2004 Mar 2005 Jun 2005 Sep 2005 Dec 2005 Mar 2006 Jun 2006 Sep 2006 Dec 2006 Mar 2007 Jun 2007 Sep 2007 Dec 2007 Mar 2008 Jun 2008 Sep 2008 Dec 2008 Mar 2009 Jun 2009 Sep 2009 Dec 2009 Mar 2010 Jun 2010 Sep 2010 Dec 2010 Mar 2011 Jun 2011 Sep 2011 Dec 2011 Mar 2012 Jun 2012 Sep 2012 Dec 2012 Mar 2013 Jun 2013 Sep 2013 Dec 2013 Mar 2014 Jun 2014 Sep 2014 Dec 2014 Mar 2015 Jun 2015 Sep 2015 Dec 2015 Mar 2016 Jun 2016 Sep 2016 Dec 2016 Quarterly Change from Previous Year (%) Source: Tourism Research Australia, Domestic caravan and camping visitor trips (rolling annual) and quarterly percentage change on previous year 16% 16 QTR Growth Total Domestic Trips 11 11% 10 6% 9 1% 8-4% 7-9% 6-14%

17 Domestic Caravan and Camping Dispersal 17

18 International Core Markets National 18

19 19 + Overview Victoria s Visitor Economy General Trends

20 Victoria s Caravan and Camping Visitor Economy Y/E Domestic Nights Domestic Overnight Trips International Nights International Visitors 9.4 million +7% 2.8 million +4% 557, % 81,000 +4% Source: Tourism Research Australia, 2017

21 Domestic - Where Did They Spend Their Time? 21

22 Overnight Caravan and Camping Trips Tourism Region

23 Overnight Caravan and Camping Length of Stay Tourism Region Source: Tourism Research Australia, 2

24 And Their Purpose of Travel Holiday 3% Visiting friends and relatives 5% 6% 8% 9% 8% Business Other reason 81% 80% Source: Tourism Research Australia, 2017

25 Caravan and Camping Lifestyle Segments - Who Are They? 25 Overnight Trips Market Share Young/Midlife no children Young/Midlife no children Parent with Children under 15 years Parent with Children under 15 years Parent with Children still living at home (15+) Parent with Children still living at home (15+) Older Working Older Working Older Not Working Older Not Working (000s) 0% 5% 10% 15% 20% 25% 30% 35% 40% Year ending December 2016 Year ending December 2006 Source: Tourism Research Australia, 2017

26 Caravan and Camping Lifestyle Segments Victoria - Nights 26 Nights Market Share Young/Midlife no children Young/Midlife no children Parent with Children under 15 years Parent with Children under 15 years Parent with Children still living at home (15+) Parent with Children still living at home (15+) Older Working Older Working Older Not Working Older Not Working (000s) 0% 5% 10% 15% 20% 25% 30% Year ending December 2016 Year ending December 2006 Source: Tourism Research Australia, 2017

27 V i s i t o r E c o n o m y International Caravan and Camping Visitors to Victoria Y/E Germany +35% 16,655 Visitors United Kingdom +1% 12,568 Visitors France +16% 8,493 Visitors 80,707 USA +59% 6,010 Visitors Source: Tourism Research Australia, 2017

28 V i s i t o r E c o n o m y International Caravan and Camping Nights in Victoria Y/E Germany +46% 126,633 Nights United Kingdom -37% 65,882 Nights France +53% 88,971 Nights 557,000 USA -55% 22,605 Nights Source: Tourism Research Australia, 2017

29 29 How About Our Asian Markets? POLL

30 International Visitors in Victoria Not Caravan & Camping Specific 30 China New Zealand United Kingdom United States of America Malaysia Singapore India Hong Kong Germany Indonesia Visitors Source: Tourism Research Australia, 2017

31 International Expenditure in Australia Not Caravan & Camping 31 Taiwan Germany India Japan Hong Kong Malaysia Singapore Korea United States of New Zealand United Kingdom China Billions Expenditure ($AUD)

32 32 + Consumer Purchase Process Consumer Research Insights

33 C o n s u m e r D e m a n d P r o j e c t The Travel Purchase Process Research - POLL 33 Motivation to Travel Planning and Booking Travel (Consume) Post Travel Inspiration to Travel Information sources, purchase time, booking tools Consume Travel Review and Self Reflect, Inform Others, Influence Future Purchases

34 Motivation for Caravan and Camping 34

35 P u r c h a s e P r o c e s s Top 4 Information Sources for Inspiration when Selecting a Destination to Go Caravan and Camping 35 Friends and Relatives Caravan and Camping Websites Previous Visit to Destination Regional Tourism Websites Importance of creating Brand Ambassadors from your Guests Targeted Digital Strategies Ensuring that Your guests remember you for all the right reasons staying in contact with them. Collaborating with your local tourism boards.

36 Preferred Time of Year to Go Caravan and Camping 36

37 Destination Selection for Caravan and Camping 37

38 Planning & Booking a Caravan Holiday Park 38

39 Caravan Park Features of Importance when Booking 39

40 In Summary, Your Consumers are: Victorian (82%), from various lifestyle segments Although Families, Midlife Couples and Retirees are most likely to stay in Parks. 40 They are searching for lifestyle and experience that allows them to connect with friends and family and detox from the daily grind. It is as much about the destination as it is about the Holiday Park for the consumers. They are digitally connected and influenced by their peers. On average, the majority earn between $3000 to $6000 (household a month) and they're looking for value for money, not necessarily a cheap holiday. Overview

41 41 + In Review Current and Future Research

42 Research Available 42

43 Research Available Next Week Hot off the Press! 43 We Need You!

44 Thank YOU Happy To Take Any Questions 44