Domestic High Value Traveller Profiles May 2018
TEQ Domestic Target Market High Value Travellers (HVTs) In order to achieve our goals of gaining market share and increasing overnight visitor expenditure (OVE) in Queensland, TEQ targets domestic travellers who will generate a disproportionate share of OVE for Queensland. Those identified as High Value Travellers engage in domestic leisure (holiday or visiting friends and relatives) travel, spend more than the average traveller on leisure trips (>$2000 per trip, or $300 per night for shorter trips), and are aligned to Queensland s competitive offering, indicating they are interested in having the types of leisure experiences Queensland has to offer. Interstate HVTs Intrastate HVTs % of interstate travellers 35 % of intrastate travellers 36 % of spend by interstate travellers 63 % of spend by intrastate travellers 71 Find at least one of the following important when choosing a domestic holiday destination Coastal and Beach experiences A family holiday destination A world class natural setting Unique experiences that can t be had anywhere else A great place for touring holidays and road trips Availability of 4-5 star (premium) accommodation Find at least one of the following important when choosing a domestic holiday destination Coastal and Beach experiences Seafood A family holiday destination Adventure experiences A world class natural setting Great shopping Unique experiences that can t be had anywhere else Good food and wine A great place for touring holidays and road trips History and Heritage Availability of 4-5 star (premium) accommodation Arts & Culture Page 1
Three domestic HVT segments with different holiday preferences and behaviours. Representing approximately 4 million Australians living interstate of Queensland, and 1.1 million Queenslanders Travelling with children 18-49 travelling without children 50+ travelling without children 1.4 million interstate 288,000 intrastate 1.3 million interstate 408,000 intrastate 1.5 million interstate 440,000 intrastate Page 2
Interstate High Value Traveller Profiles
Interstate HVT travelling with children 1.4 million Australians living Interstate of Queensland: Juggling busy careers, social commitments and family life Affluent families juggling busy careers, social commitments and family life. Most live in capital cities, working full or part time, while some focus on home duties. Kids channels often on the TV as well as family dramas and cooking shows. For those reading magazines, more are interested in gossip/entertainment, home decorating & health. 45% Work full-time 33% 35-44 years 21% Work part-time 21% 25-34 years Top Holiday Importance Factors % ranked factor as important $134K Family holiday destination Value for money 61 64 Coastal/ beach experiences Good food & wine 4-5 star accommodation 27 41 36 Page 4
Interstate HVT travelling with children Location 33% Sydney 24% Melbourne 12% Perth 11% Other NSW 96 99 85 86 68 General Media Use 67 58 65 43 Interstate HVT Travelling with children Travelling with children average 46 40 41 Significant difference 37 37 33 34 Holiday Planning & Booking % used source to plan/book last interstate holiday Been there before General internet searching Talking to friends / relatives Top Inspiration sources Travel website STO / RTO 10 15 21 26 Top Planning sources General internet searching 22 Internet FTA TV Commercial Radio Cinemas Last 3 mths Magazines Last 4 weeks Newspapers Last 7 days ABC Radio Pay TV Travel website Been there before Talking to friends / relatives 19 19 Social Media Consumption % use each media most days Facebook Instagram LinkedIn Twitter 14 21 19 68 Top Holiday Types A short break/ weekend away A beach holiday A resort holiday to relax & indulge Getting around to more than one place Discovering things at my own pace 13 12 11 24 Length of trip % last interstate holiday 1-3 nights 4-6 nights 1-2 weeks 2-4 weeks >4 weeks 2 9 30 29 30 Accomm/ experience provider 14 Top Booking sources Accommodation (directly) Airline (directly) Hire car (directly) 36 Specialised travel website 24 Travel agent 21 54 62 Page 5
Interstate HVT 18-49 travelling without children 1.3 million Australians living Interstate of Queensland: They can afford to spend a little more and live freely 61% Work full-time 15% Work Part-time $127K Majority live in metropolitan areas and work in white collar jobs. Working hard means they can afford to spend a little more and live freely. Highly engaged with social media, and enjoying comedy, drama, music, entertainment, lifestyle & fashion in their mainstream media repertoire. 40% 25-34 years 27% 35-44 years Top Holiday Importance Factors % ranked factor as important Value for money 48 Good food & wine 42 Unique experiences 36 Coastal/ beach experiences 35 4-5 star accommodation 34 Page 6
Interstate HVT 18-49 travelling without children Holiday Planning & Booking % used source to plan/book last interstate holiday Location General Media Use Top Inspiration sources 34% Sydney 27% Melbourne 11% Perth 8% Adelaide 91 98 74 80 61 73 55 64 Interstate HVT 18-49 Travelling without children 18-49 Travelling without children average 39 44 37 37 Significant difference 36 34 19 28 Accomm/ experience provider 22 STO / RTO 20 Talking to friends/ relatives 20 Travel websites 18 General internet searching 18 Top Planning sources Travel websites 20 Social Media Consumption % use each media most days Facebook Instagram LinkedIn Twitter 18 31 71 Internet FTA TV Cinemas Last 3 mths Commercial Radio Top Holiday Types A short break / weekend away A city break Discovering things at my own pace A beach holiday Getting around to more than one place 6 10 13 Magazines Last 4 weeks 26 ABC Radio Newspapers Length of trip % last interstate holiday 1-3 nights 4-6 nights 1-2 weeks 2-4 weeks > 4 weeks Last 7 days 3 6 27 24 Pay TV 39 Talking to friends / relatives 20 General internet searching 19 STO / RTO 18 Accomm/ experience provider 15 Top Booking sources Airline (directly) Accommodation (directly) Specialised travel website 35 Hire car (directly) 34 Booked other travel (directly) 28 65 62 Page 7
Interstate HVT 50+ travelling without children 1.5 million Australians living Interstate of Queensland: More spare time these days allows them to pursue a variety of interests Most living in Melbourne or Sydney, but 21% in regional NSW & Vic. Half now retired, and more spare time on their hands these days allows them to pursue a variety of interests. Broad TV repertoire, with high consumption of news & other information channels as well as game shows, dramas and home improvement. Travel magazines are also more popular than average amongst this group. 49% Retired 39% 65-74 years 26% Work Full-time 36% 55-64 years $115K Top Holiday Importance Factors % ranked factor as important Value for money 58 Good food & wine 49 History & heritage 46 Great place for touring 43 Coastal/ beach experiences 40 Page 8
Interstate HVT 50+ travelling without children Holiday Planning & Booking % used source to plan/book last interstate holiday Location General Media Use Top Inspiration sources 27% Melbourne 22% Sydney 15% Other NSW 13% Perth 99 99 91 88 61 64 52 61 Interstate HVT 50+ Travelling without children 50+ Travelling without children average Significant difference 54 47 45 40 44 37 35 28 Been there before 22 General internet searching 18 Talking to friends / relatives 15 Accomm / experience provider 12 Brochures / travel books 12 Top Planning sources General internet searching 20 Internet FTA TV Commercial Radio Newspapers Last 7 days Magazines Last 4 weeks Cinemas Last 3 months ABC Radio Pay TV Accomm / experience provider Travel websites Been there before Social Media Consumption % use each media most days Facebook LinkedIn Twitter Instagram 7 5 14 51 Top Holiday Types Getting around to more than one place A short break or weekend away Discovering things at my own pace A resort holiday to relax & indulge A city break 6 11 14 21 Length of trip % last interstate holiday 1-3 nights 4-6 nights 1-2 weeks 2-4 weeks >4 weeks 9 18 15 24 35 Brochures / travel books 14 Top Booking sources Accommodation (directly) Airline (directly) 42 Hire car (directly) 20 Travel agent 18 Tour operator 15 58 Page 9
Intrastate High Value Traveller Profiles
Intrastate HVT travelling with children 288,000 Queenslanders: Lower income households opt for local holidays over interstate Just over half are currently working but many part time, over 20% occupied with home duties. As a result, these slightly lower income households opt more for local holidays over interstate & overseas. TV a great source of entertainment for the whole family, with a broad repertoire of genres being watched as well as a range of magazines. 32% Work full-time 31% 35-44 years 25% Work part-time 26% 45-54 years $98K Top Holiday Importance Factors % ranked factor as important Value for money Family holiday destination 63 66 Coastal / beach experiences Great shopping Great place for touring 27 33 41 Page 11
Intrastate HVT travelling with children Social Media Consumption % use each media most days Facebook Instagram Twitter LinkedIn Location 50% Other Queensland 50% Brisbane 11 10 23 77 97 97 Internet 88 88 FTA TV 61 Top Holiday Types A short break / weekend away A beach holiday A resort holiday to relax & indulge Getting around to more than one place A city break 66 Cinemas Last 3 months General Media Use 5 67 64 Commercial Radio 11 10 22 33 39 ABC Radio 40 Intrastate HVT Travelling with children Travelling with children average 42 39 Magazines Last 4 weeks Length of trip % last intrastate holiday 1-3 nights 4-6 nights 1-2 weeks 2-4 weeks >4 weeks Significant difference 33 2 1 30 Pay TV 18 23 32 29 Newspapers Last 7 days 55 Holiday Planning & Booking % used source to plan/book last intrastate holiday General internet searching Top Inspiration sources Been there before Talking to friends / relatives Didn't obtain any info Travel websites 15 22 Top Planning sources General internet searching Travel websites Didn't obtain any info Talking to friends / relatives Been there before Accommodation (directly) Top Booking sources Airline (directly) Hire car (directly) Specialised travel website Travel agent 9 13 25 21 21 60 Page 12
Intrastate HVT 18-49 travelling without children 408,000 Queenslanders: White collar professions afford them an affluent lifestyle Over half work full time, most in white collar roles, affording them an affluent single/double income lifestyle. Over 10% studying, working part-time or focusing on home duties. Enjoy Comedy & Action shows, and leverage with celebrity reality too. Engage more with Health and Entertainment mags, & business leverages strongly. 52% Work full-time 35% 25-34 years 13% Student 26% 35-44 years $129K Top Holiday Importance Factors % ranked factor as important Value for money 55 Coastal/ beach experiences 47 Adventure experiences 35 Good food & wine 33 Unique experiences 28 Page 13
Intrastate HVT 18-49 travelling without children Holiday Planning & Booking % used source to plan/book last intrastate holiday Location 93 99 74 86 63 General Media Use 72 65 64 Intrastate HVT 18-49 Travelling without children 18-49 Travelling without children average Significant difference Top Inspiration sources Talking to friends / relatives 33 General internet searching 19 Been there before 18 Accomm / experience provider 14 51% Other Queensland 49% Brisbane Social Media Consumption % use each media most days Facebook Instagram LinkedIn Twitter 14 37 77 Internet FTA TV Cinemas Last 3 months Commercial Radio Top Holiday Types A short break / weekend away A beach holiday Discovering things at my own pace A city break Getting around to more than one place 8 6 10 27 28 46 43 ABC Radio 42 41 Magazines Last 4 weeks 20 33 Pay TV 27 Length of trip % last intrastate holiday 1-3 nights 4-6 nights 1-2 weeks 2-4 weeks >4 weeks 3 1 12 28 Newspapers 35 Last 7 days 50 Travel websites 12 Top Planning sources Talking to friends / relatives 28 General internet searching 26 Travel websites 14 Accomm / experience provider 13 Been there before 11 Top Booking sources Accommodation directly Airline directly 26 No part of trip was booked 22 Booked other travel (directly) 18 Specialised travel website 14 56 Page 14
Intrastate HVT 50+ travelling without children 440,000 Queenslanders: Many now retired or down to part-time, enjoying a more relaxed lifestyle Of those currently working, most are in professional roles, admin or small business owners. Many however are now retired or down to part-time, and over half enjoying a more relaxed lifestyle in regional areas. Facebook their main social media outlet, and they keep up to date with current affairs, news channels & documentaries. 42% Retired 40% 65-74 years 24% Work Part-time 35% 55-64 years $93K Top Holiday Importance Factors % ranked factor as important Value for money 67 Good food & wine Coastal / beach experiences History & heritage 42 42 38 Learning something new 35 Page 15
Intrastate HVT 50+ travelling without children Holiday Planning & Booking % used source to plan/book last intrastate holiday Location General Media Use Top Inspiration sources 55% Other Queensland 45% Brisbane 98 100 Internet 92 91 FTA TV 62 56 Commercial Radio 55 55 Magazines Last 4 weeks Intrastate HVT 50+ Travelling without children 50+ Travelling without children average 52 50 Newspapers Last 7 days 38 42 Cinemas Last 3 months Significant difference 26 38 ABC Radio 30 34 Pay TV Accomm / experience provider 22 Travel websites 21 Been there before 21 General internet searching 19 Talking to friends / relatives 18 Top Planning sources Accomm / experience provider 20 General internet searching 20 Travel websites 19 Talking to friends / relatives 14 Social Media Consumption % use each media most days Facebook LinkedIn Instagram Twitter 7 5 10 59 Top Holiday Types A short break / weekend away Getting around to more than one place Discovering things at my own pace A beach holiday A resort holiday to relax & indulge 5 7 9 22 30 Length of trip % last intrastate holiday 1-3 nights 4-6 nights 1-2 weeks 2-4 weeks >4 weeks 10 19 39 STO / RTO 13 Top Booking sources Accommodation (directly) Airline (directly) 26 Travel agent 23 No part of trip was booked 21 Specialised travel website 18 55 Page