CONSUMER PROFILE MALAYSIA SUMMARY Traveller Profile Motivations for travel Malaysian travellers choose a destination based on familyfriendly attractions, world-class nature and friendly and open 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 Malaysian travellers is, followed by. is third on the list in terms of trips taken in 2016, ahead of and. Where do they want to go? makes it to the top of the consideration set for Malaysian travellers, in terms of intention to visit, in close competition with. Approximately 30 per cent of Malaysian consumers intend to travel to and in the next two years. Who do they travel with? Approximately one-third of Malaysian consumers travel as a couple. Perceptions of is well-placed to deliver on the importance factors which are most highly ranked among Malaysian travellers, with being among the top three long-haul destinations that are most associated with providing these offerings. Most positively, ranks in first position for family-friendliness. Traveller Behaviour How do they prefer to travel? > > Trip length is shorter than the average of international travellers, at eight nights featuring an average of three destinations. > > Preferred styles of travel include city breaks and visiting friends and family. > > Under one-third of trips are tour groups, with a shift towards semi-independent and fully-independent travel in recent years. When do they travel? March, November and December are the peak travel months for Malaysian consumers, with lead times typically falling between three to six months. For travel to, specifically, Lunar New Year, July and school holidays are the peak travel periods for Malaysian travellers. How do they plan to travel? For early planning and inspiration, Malaysian travellers are using a combination of online and offline sources, including searching the internet, talking to friends and family, and using traveller review sites and social media. How do they book travel? When it comes to booking, the majority are doing so either directly via an airline or accommodation provider s website, or via a travel agent (by telephone or in person). TripAdvisor Facts Malaysia is the sixth largest international market viewing on TripAdvisor, at 3.8% of all sessions. In 2016 this figure increased by 18. year-on-year. With Malaysia s position as the sixth largest international market viewing, this represents a relatively small market share of all the 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.
MALAYSIAN TRAVELLER PROFILE Market Overview In 2016, Malaysia was s seventh largest inbound market for visitor arrivals, eighth largest market for total visitor spend and 10th for visitor nights. 387,700 Visitor arrivals 1 (á 14 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 60% Business 6% Visiting friends & relatives Education 6% Most important factors when selecting a holiday destination Safety and security Value for money Family friendly World class nature Friendly and open citizens Good food and wine Clean cities, good infrastructure Rich history and heritage Aquatic and coastal Quality accommodation 2 Read as: 67% of respondents rate safety and security among the top five most important factors when choosing a holiday destination. 67% 25 nights *2 Average nights stayed $1.2bn Total spend 2 (á 9 per cent) 8 nights **2 Median nights stayed 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, International Visitor Survey, December 2016. Page 2 Consumer Profile Malaysia 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 South 5 4 3 2 2 (ex. HK) South Macau 5 5 45% 4 4 3 3 3 3 South (ex. HK) Macau 2 1 8% 8% South Macau USA 0.4 0.4 0.4 0.4 0.3 0.2 0.1 0.1 0.1 1.1 Read as: 5 of Malaysian consumers are considering travel to in the next 4 years, while are intending to visit in the next 2 years. is ranked #3 for visitation against other out-of-region (OOR) destinations for Malaysian travellers. Notes: * 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 n tourism through identifying the key thematic appeals and experience categories. Among the Malaysian market, performs strongest with respect to natural beauty and aquatic and coastal experiences. Both types of experiences have a strong level of appeal and association with (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. 60 55 High Association with Low Experience Appeal High Association with High Experience Appeal Aquatic and Coastal Food and Wine Association with % of out-of-region travellers* 50 45 40 35 City Sport and Adventure History and Culture Natural Beauty Wildlife 30 25 Low Association with Low Experience Appeal 26 28 30 32 34 36 38 40 42 44 46 48 50 52 Experience appeal % out-of-region travellers* who find experience appealing Low Association with High Experience Appeal Size of bubble = Importance for destination choice Read as: Food and wine experiences are important among the Malaysian market, and while there is a moderate level of tested appeal for s food and wine experiences, the unprompted association with these types of experiences is weaker than average. Notes: *Out-of-region travellers refers to consumers travelling outside their region of residence. Page 3 Consumer Profile Malaysia 2017
NATURE AND WILDLIFE How does 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 not visited visited Caribbean Canada 48% 4 35% Canada Caribbean 66% 6 6 5 58% 55% 5 Read as: of respondents who have not visited associate with world class nature. This figure rises to 6 among those who have visited. Unique and interesting wildlife Total respondents South Africa Kenya Canada 3 6 Read as: 6 of total respondents associate with unique and interesting wildlife. Elements of world class nature Most important types of world class nature Remarkable scenery to soak up 4 Tropical islands and beaches 26% Wilderness/mountain/rainforest areas Natural areas with good infrastructure Natural remote coastal areas Remarkable natural environments Escape to secluded relaxing areas Read as: 4 of respondents said that remarkable scenery to soak up is a key element of world class nature. Developed coastal Historical/cultural/religious Wide open inland/outback/desert areas 1 1 Read as: 26% of respondents said tropical islands and beaches are an important type of world class nature. 7% Page 4 Consumer Profile Malaysia 2017
FOOD AND WINE How does 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. Good food and wine not visited visited Germany 5 47% 45% 4 2 Germany USA 6 60% 57% 5 4 Read as: of respondents who have not visited associate with good food and wine. This figure rises to 60% among those who have visited. Current associations with n food and wine High grade meat and live stock Fresh food in pristine environments Fresh seafood Unique culinary experiences Spectacular outdoor dining Backyard BBQs A heritage of food and wine culture Steakhouses Food and wine events and local festivals Fine dining restaurants 26% 48% 45% Read as: 48% of respondents associate n food and wine with high grade meat and live stock. Elements of good food and wine Important types of good food and wine Interesting street-food 35% Fresh seafood 41% Fresh local produce A range of multicultural food options A national style of cooking Natural fruit and vegetables A heritage of food and wine culture High grade meat and livestock Award winning restaurants Award winning wineries Vineyards/winery Renowned cheese and dairy Read as: 35% of respondents said interesting street-food is a key element of good food and wine. Read as: 41% of respondents said fresh seafood is an important type of good food and wine. Page 5 Consumer Profile Malaysia 2017
AQUATIC AND COASTAL How does 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. Aquatic and coastal not visited visited Caribbean 4 1 Caribbean 3 1 1 6 Read as: 4 of respondents who have not visited associate with aquatic and coastal experiences. This figure rises to 6 among those who have visited. Remote coastal, beach and aquatic locations not visited 2 1 1 visited Spain 41% 35% 1 1 Aquatic wildlife not visited South Africa 26% visited South Africa 4 Read as: 41% of respondents that have visited associate with remote coastal, beach and aquatic locations. Developed coastal and beach locations not visited visited Read as: 4 of respondents that have visited associate with aquatic wildlife. Tropical islands and locations not visited visited USA 35% 3 1 Other S Pacific North Africa 1 Other S Pacific 3 2 Read as: of respondents that have visited associate with developed coastal and beach locations. Read as: 2 of respondents that have visited associate with tropical islands and locations. Page 6 Consumer Profile Malaysia 2017
ATTRACTIONS AND EVENTS Attractions and events play a valuable role in attracting visitors to in addition to encouraging visitors to disperse throughout the country and extend their stay. Top 10 n attractions n beaches 5 n wildlife Island experiences 45% 48% Travelling around several places The major n cities The Great Barrier Reef Rainforests/ forests/national parks Unspoilt natural wilderness n coastal lifestyle n food and wine 3 37% 3 Read as: 5 of respondents indicate n beaches as an appealing n 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. 6 No Unsure Yes Read as: 6 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 Natural and wildlife events 4 Religious events Local/regional events 4 Major sporting events 3 Food and wine festivals 41% Family friendly events 3 Family events Food and wine festivals 3 Cultural celebrations Local/regional events Music festivals Arts and entertainment events Arts and entertainment events 2 Natural and wildlife events Religious events Cultural celebrations Sporting events Music festivals Read as: 4 of respondents indicate natural and wildlife events as appealing elements when travelling overseas. Read as: of respondents indicate the influence of religious events on destination choice. Page 7 Consumer Profile Malaysia 2017
PLANNING AND BOOKING INFORMATION SOURCES The following charts highlight the information sources that Malaysian consumers use to plan and book their holidays. Preferred sources for early planning and holiday inspiration General internet searching Friends or relatives that have been before or live there Social media Online flights booking site Traveller review sites Online hotel booking site Brochures Sites for specific destinations Travel or guide books National tourism website 26% 3 Read as: 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 General internet searching Friends or relatives that have been before or live there Traveller review sites Online hotel booking site Social media Online flights booking site Sites for specific destinations Travel or guide books National tourism website Brochures 2 2 2 Read as: of respondents indicate general internet searching as a preferred source for seeking information about a holiday destination. Preferred sources used to book a holiday Directly through airline (online) 4 Accommodation provider (online) Travel agent (telephone or in person) Travel agent (online) Directly through airline (telephone or in person) Tour operator (telephone or in person) 8% Accommodation provider (telephone or in person) 6% Airbnb 6% Tour operator (online) 5% Other travel booking website Read as: 4 of respondents indicate directly through (an) airline (online) as a preferred source when booking a holiday. Page 8 Consumer Profile Malaysia 2017
RESPONDENT PROFILE Gender Male Female Place of residence Selangor Kuala Lumpur Pulau Pinang Johor Perak Sarawak Negeri Sembilan Sabah Melaka Kedah Living situation Partner and kids Parents 5 3 5 Age Under 29 years 30-39 years 40-49 years 50-59 years 8% 60+ years Income Under RM30,000 RM30,000 to RM39,999 7% RM40,000 to RM49,999 RM50,000 to RM69,999 RM70,000 to RM89,999 RM90,000 to RM119,999 RM120,000 to RM199,999 RM200,000 or more 5% Employment status Work full time 8 Work part time 6% 4 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:, Germany, India, Indonesia,, Malaysia,, Singapore, South, and USA. In 2016, the following markets were integrated into the program:,, Canada,, and. Over the last five years, Tourism have spoken to over 90,000 international long-haul travellers via online research panels. Partner Housemates Relatives/family Alone Single parent Other 5% 1% Full time student Home duties Looking for work Retired Other 1% 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 For more information, please contact: Professional Manager Clerical and admin Self-employed Other Labourer / trade Sales worker Community worker 7% 0% 48% ask.us@tourism.australia.com www.tourism.australia.com @TourismAus Page 9 Consumer Profile Malaysia 2017