CONSUMER PROFILE FRANCE SUMMARY Traveller Profile Motivations for travel French travellers choose a destination based on history and heritage, world-class nature, friendly citizens and aquatic and coastal experiences. 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 French travellers is the. is 25th on the list in terms of trips taken in 2016, following India, and. Where do they want to go? The, and the are most definitely on their to do list in the next two years. makes it onto the aspiration list for the next four years, at sixth position, but the and are the priority for French travellers. Who do they travel with? Over half of French consumers travel as a couple. Perceptions of While is strongly associated with importance factors which are highly valued among French travellers such as safety and world-class nature, its association with history and heritage and value for money falls behind that of competitive long-haul destinations. Traveller Behaviour How do they prefer to travel? > > Trip length is longer than the average of international travellers, at 13 nights featuring an average of five destinations. > > Preferred styles of travel include resort holidays and visiting family and friends. > > Less than one-third of trips are tour groups, with the majority of trips involving semi-independent or fully-independent travel. When do they travel? April, July and August are the peak travel months for French consumers, with lead times typically falling between three to six months. For travel to, specifically, July and October-February are the peak travel periods for French travellers. How do they plan to travel? For early planning and inspiration, French travellers are using a combination of online and offline sources including talking to family and friends, general internet searching and reading travel and guide books. How do they book travel? When it comes to booking, the majority are doing so via a travel agent, either in person, by telephone or online. TripAdvisor Facts France is the thirteenth largest international market viewing on TripAdvisor, at 2.0% of all sessions. In 2016 this figure grew 2.1% year-on-year. With France s position as the thirteenth largest market viewing, this represents a small percentage of all the other international destinations they are searching. Traveller Snapshot 2017 Sources: 1. Tourism, Consumer Demand Project, 2016. 2. Tourism Research, International Visitor Survey, December 2016. 3. TripAdvisor, Internal Data, December 2016.
FRENCH TRAVELLER PROFILE Market Overview In 2016, France was s 15th largest inbound market for visitor arrivals and total visitor spend and 12th for visitor nights. 123,300 Visitor arrivals 1 (á 3 per cent) The information in this fact sheet comes from Tourism 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 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 n tourism. The research is used to help shape the future marketing of and identify opportunities to make the country s tourism offering more attractive to overseas visitors. Holiday 53% Business Visiting friends & relatives 1 Other Most important factors when selecting a holiday destination Value for money 5 Rich history and heritage 51% Safety and security 46% World class nature 4 Friendly and open citizens 3 Aquatic and coastal 3 Good food and wine 2 Family friendly 23% Quality accommodation Clean cities, good infrastructure 63 nights *2 Average nights stayed $0.7bn Total spend 2 (â15 per cent) 22 nights **2 Median nights stayed Read as: 5 of respondents rate value for money among the top five most important factors when choosing a holiday destination. 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. Other includes education, employment and others. Sources: 1. Department of Immigration and Border Protection, December 2016. 2. Tourism Research, International Visitor Survey, December 2016 Page 2 Consumer Profile France 2017
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 2016 1 2 2 16% 1 1 11% Indonesia/ Bali 1 1 12% 11th China Senegal UAE India 0.7 0.6 0.5 0.4 0.1 1.8 25th Read as: 1 of French consumers are considering travel to in the next 4 years, while are intending to visit in the next 2 years. is ranked #25 for visitation against other out-of-region (OOR) destinations for French travellers. Notes: *Hawaii is included in US for visitation figures as cannot be separated. Sources: 1: Tourism Economics, YE 2016 Page 3 Consumer Profile France 2017
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 Respondents who have visited Kenya 63% 56% 4 4 46% 4 4 4 4 42% Maldives South Africa 72% 60% 52% 52% 4 4 4 4 40% 8 Read as: 56% of respondents who have not visited associate with world class nature. This figure rises to 8 among those who have visited. Good food and wine Total respondents China India Argentina 30% 2 2 23% 22% 1 16% 1 1 13th Read as: of total respondents associate with good food and wine. Aquatic and coastal Respondents who have not visited Respondents who have visited Hawaii Maldives Fiji Indonesia 56% 51% 4 36% 36% 30% 22% 22% Maldives Hawaii Fiji Indonesia 6 6 5 50% 4 41% 32% 2 2 2 Read as: 36% of respondents who have not visited associate with aquatic and coastal experiences. This figure rises to 6 among those who have visited. Page 4 Consumer Profile France 2017
PLANNING AND BOOKING INFORMATION SOURCES The following charts highlight the information sources that French consumers use to plan and book their holidays. Preferred sources for early planning and holiday inspiration Friends or relatives that have been before or live there General internet searching Been there before Travel or guide books Brochures Travel agent (telephone or in person) Online travel agent Online flights booking site Sites for specific destinations Traveller review sites 1 16% 1 1 11% Read as: of respondents indicate friends or relatives that have been before or live there as a preferred source during the early stages of planning a holiday. Preferred sources for seeking information about a holiday destination Friends or relatives that have been before or live there General internet searching Travel or guide books Travel agent (telephone or in person) Been there before Brochures Online flights booking site Online travel agent National tourism website Traveller review sites 1 1 Read as: 1 of respondents indicate friends or relatives that have been before or live there as a preferred source for seeking information about a holiday destination. Preferred sources used to book a holiday Travel agent (telephone or in person) Travel agent (online) Directly through airline (online) Accommodation provider (online) Directly through airline (telephone or in person) Tour operator (online) Tour operator (telephone or in person) Accommodation provider (telephone or in person) Other travel booking site Other source via telephone or in person 3% 3% 2% 11% 2 31% Read as: 31% of respondents indicate booking via a travel agent (telephone or in person) as a preferred source when booking a holiday. Page 5 Consumer Profile France 2017
RESPONDENT PROFILE Gender Male 4 Female 52% Place of residence Ile-de-France Rhone-Alpes Provence-Alpes-Côte-d'Azur Languedoc-Roussillon Nord-pas-de-calais Pays-de-la-loire Aquitaine Living situation Partner Partner and kids Alone Parents Single parent Housemates Other Relatives/family 12% 6% 40% 3 1 3% 1% 1% 0% Age Under 24 years 25-34 years 16% 35-44 years 1 45-54 years 55-64 years 26% 65+ years 1 75+ years 1% Income Less than 19,999 20,000 to 29,999 30,000 to 39,999 40,000 to 49,999 50,000 to 69,999 70,000 to 89,999 90,000 or more Employment status Work full time 52% Retired 31% Work part time 6% Full time student Looking for work 3% Home duties 2% Other 1% About the research The 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 s current destination appeal and the latent demand potential. The research is conducted annually across eleven of s key tourism markets: China, Germany, India, Indonesia,, Malaysia,, Singapore, South Korea, UK and. In 2016, the following markets were integrated into the program: Hong Kong, Taiwan,,, France and Italy. Over the last five years, Tourism have spoken to over 90,000 international long-haul travellers via online research panels. Want to know more? Fact sheets for seventeen of s key tourism markets can be accessed at: http://www. tourism.australia.com/statistics/ consumer-demand-research.aspx Occupations Professional Clerical and admin Labourer / trade Manager 1 43% For more information, please contact: ask.us@tourism.australia.com www.tourism.australia.com @TourismAus Self-employed Community worker Other Sales worker 2% Page 6 Consumer Profile France 2017