Welcome Member Consultation Session 1: Accommodation 21 September 2016
Matt Norton Tourism Services Manager Kylie Aurisch Visitor Services Supervisor Jenny Lee Marketing & Communications Manager Christian Bishop Digital Strategist Peta Fussell Membership & Sales Coordinator
The Vision of the MRBTA as defined by the Board By 2020, the MRBTA will be regarded as Australia s leading Destination Tourism Association, inspiring the world to explore The Margaret River Region. The Purpose of the MRBTA as defined by the Board The purpose of the MRBTA is to attract visitors to the region and preserve our natural assets for the benefit of its members who seek increased visitation and spend
Understanding the Visitor Journey
Grant Applications $1.5 Million received for Lighthouses Visitor Servicing $120K received, more pending
Longer Term BMRR Airport 3 days of Operation per week (Tuesday, Wednesday, Thursday) 10 scheduled services per week 532 flights handled 27 876 passengers flew
Flight plan is a sevenfold passenger rise and freight A Cathay Pacific Boeing 747 freighter, right, at the terminal of Wellcamp Airport, which will be close to the future bypass tollway Source: The Australian, 11 th April 2016
Highlights Year One
Brand Launch Key Initiatives
Website - margaretriver.com 1,130,000 Sessions 15% 715,000 Users 12% 3.2 Million Pageviews 3% 86,000 Blog page views (new)
Margaret River Mobile App Chinese Version App
PR & Social Media - Key Initiatives 35,000 Likes 14% Directly generated more than $260,000 in media coverage for the region 8,600 Followers 34% 20,500 Followers 200% Must-Visit Food Region 25,500 Website visits from Social media 200% Outstanding Region in Australia
Food & Wine Partnership
USA Trade Famil Feedback Margaret River, W.A. Source: Wine Australia
Visitor Centres: An overall average rating of 4.31 out of 5 (86%) was achieved Attractions: An overall satisfaction rating of 4.48 out of 5 (90%) was achieved
209 survey responses How likely is it that you would recommend MRBTA to a friend or colleague 80% responded positively 33% of those were 10/10 Most feel we are doing a great job Some feel disconnected because of our size & would like to more town specific promotion
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Statistics 2016
Visitation to Estimated Visitation to the Margaret River Region (YE June 2016) 2013/14 2014/15 2015/16 International Overnight Visitors Interstate Overnight Visitors Intrastate Overnight Visitors Total Overnight Visitors Intrastate Daytrip Visitors^ 91,400 95,500 132,100 104,000 82,000 112,000 957,000 982,000 1,307,000 1,152,400 1,159,500 1,551,100 930,000 1,102,000 857,000 The above visitation estimates cover the following Statistical Area Level 2s (SA2) as defined by the Australian Bureau of Statistics (ABS): Augusta, Busselton, Busselton Region, Margaret River. A map of SA2s is available here on the ABS website: ^ Daytrip visitors defined as: travel a round trip distance of at least 50km, are away for home for at least 4 hours, and do not spend a night away from home as part of their travel. Same day travel as part of overnight travel is excluded as is routine travel such as commuting between work/school and home. Routine shopping is included as is travel for all purposes, not just pleasure. Intraregional travel is included. Source: Tourism Research Australia, International and National Visitor Surveys. Note: A change in methodology of the National Visitor Survey means domestic visitation estimates for January 2014 onwards are not directly comparable to domestic estimates for prior time periods. More information is available here on the Tourism WA corporate website.
Visitation to MRBTA sites 560000 400000 540000 350000 520000 300000 500000 480000 250000 460000 2011 2012 2013 2014 2015 2016 200000 2011 2012 2013 2014 2015 2016 Visitor Centre Visitation Attraction Visitation
Attractions Visitor Origins 2016 Perth 45% WA Regional 8% Singapore 5% Queensland 4% NSW 6 % Victoria 5% UK 3% Malaysia 2% China 1% USA 1% Germany 1% France 1% NZ 1%
$400,000 Our Income Streams $160,000 $350,000 $130,000 $300,000 $100,000 $250,000 $70,000 $200,000 Revenue from Membership 2009 2010 2011 2012 2013 2014 2015 2016 $40,000 Member Advertising (in VC) 2011 2012 2013 2014 2015 2016 $5,500,000 $1,500,000 $4,750,000 $1,300,000 $4,000,000 $3,250,000 $1,100,000 $2,500,000 Attraction Ticket Sales 2008 2009 2010 2011 2012 2013 2014 2015 2016 $900,000 Retail Sales 2009 2010 2011 2012 2013 2014 2015 2016
What s next? 2017
Australia s South West Less duplication in international markets & trade More interaction & shared strategic direction Better use of resources
Nature & Adventure Strategy
Margaret River Wine Story
First Class in a Glass Singapore based wine & food promotion Launches 25 October to industry (Singapore hotels, restaurants, bars and bottleshops) Major consumer prize draw 15 February 2017 Destination awareness in major international market (Singapore)
Development of a new winter event Initiative of YMRR Food & Wine Promotional Plan 15-23 July 2017 Celebration of local chefs, winemakers, brewers & producers Best boutique wines, craft brews, ciders and local spirits in the world Live music, arts & entertainment A mix of free & ticketed functions
New look & feel to
New Busselton Visitor Centre Railway House all aboard for early 2017!
New layout & floor plan for Margaret River Visitor Centre
Embracing digital disruption with virtual reality experiences and interactive touchscreens
Digital Visitor Servicing Web Chat
Visitor Servicing Grant Stage 2 Grant funds $274,000 MRBTA funds $203,750 In kind $46,000 Spent on: Renovations at MRVC (stage. one) BVC fit out (railway house) 4 X 55 inch multi touch screens AVC DVC AVC 1X VR / Head mounted display platform Digital Content and platform development Completed by June 2017
Q & A?
How to further engage with
8 everyday ways to make the most of membership 1. Use the brand logo..created by you, for you, it s all yours! corporate.margaretriver.com/resources/your-margaret-river-region-logo/ 2. Submit a blog or story idea Help us create destination content that can be shared to visitors & our tourism community 3. Submit & post your events You can post your own events at margaretriver.com/events-calendar 4. Member Mingles Briefings Workshops Attend where you can & even host your own your own Mingle 5. Member E-News Keep your finger on the pulse with tourism industry news and latest YMRR marketing activity 6. Additional advertising & campaign opportunities Tactical & seasonal campaigns, web advertising, YMRR Magazine, visitor centre in-store advertising 7. #Connect with us on social corporate.margaretriver.com/social
Join the #conversation Share your images/video content when out and about in the region. Content should be inspiring, engaging, spectacular and not overly commercial in tone. Create destination awareness by tagging geographical place names and amusing anecdotes. We ll re-post our favs! The Margaret River Region @margaretriver #margaretriver @MargaretRiver #margaretriver Extend your the reach by also tagging regional, state and national tourism bodies: Australia s South West @AustraliasSW #AustraliasSW Tourism Western Australia #thisiswa #whatsonwa #JustAnotherDayinWA Tourism Australia #seeaustralia #restaurantaustralia
Make sure your accommodation listing on margaretriver.com grabs the attention it deserves Up to date availability of inventory Competitive pricing & realistic booking conditions (min. night stays) subject to seasonal demand Price parity Appealing, high quality images Informative, succinct details of your property, USP, facilities, location, nearby attractions Gold operator status means higher search rankings (real-time inventory & booking confirmations) Special offers (higher search results)
Image Tips for Bookeasy You have less than 5 seconds to make an impression! Jpeg (xxx.jpg) file type Landscape format Dimensions of 1920 pixels wide x 1280 height (800 width min.) A web-friendly low resolution (72-96dpi) Our layouts are designed to be user friendly across desktop, tablet and smartphone devices!
Thank you