UNDERSTANDING THE HONG KONG MARKET Market Overview In 2016, Hong Kong was s 10th largest inbound market for visitor arrivals, ninth largest market for total spend and 11th for visitor nights. 249,300 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 Business Visiting friends & relatives Education Most important factors when selecting a holiday destination Safety and security Good food and wine 4 Value for money World class nature Clean cities, good infrastructure 2 Friendly and open citizens Rich history and heritage Aquatic and coastal Family friendly Quality accommodation 1 65% 37 nights *2 Average nights stayed $1.2bn Total spend 2 (á 3 per cent) 10 nights **2 Median nights stayed Read as: 65% of respondents rate safety and security among the top 5 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. Sources: 1. Department of Immigration and Border Protection, December 2016. 2. Tourism Research, International Visitor Survey, December 2016.
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 Canada 4 35% 2 2 21% 4 4 30% 2 Central America Brazil Japan 1 6% 5% Canada Philippines USA 0.0 0.7 Read as: 4 of Hong Kong consumers are considering travel to in the next 4 years, while are intending to visit in the next 2 years. is ranked #2 for visitation against other out-of-region (OOR) destinations for Hong Kong travellers. Notes: is not included in US for visitation figures as cannot be separated. Sources: 1: Tourism Economics, YE 2016
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 40% 3 3 3 Eastern Europe 5 45% 45% 4 4 6 Read as: of respondents who have not visited associate with world class nature. This figure rises to 6 among those who have visited. Good food and wine Respondents who have not visited Respondents who have visited Malaysia Vietnam USA 4 4 2 1 Vietnam Malaysia 6 4 4 2 Read as: 2 of respondents who have not visited associate with good food and wine. This figure rises to 4 among those who have visited. Aquatic and coastal Respondents who have not visited Respondents who have visited Guam Fiji 1 2 2 3 3 Guam Fiji 50% 4 4 6 Read as: 3 of respondents who have not visited associate with aquatic and coastal experiences. This figure rises to 6 among those who have visited.
PLANNING AND BOOKING INFORMATION SOURCES The following charts highlight the information sources that Hong Kong consumers use to plan and book their holidays. Preferred sources for early planning and holiday inspiration Travel or guide books General internet searching Online hotel booking site Online flights booking site Friends or relatives that have been before or live there Traveller review sites Been there before Online travel agent Brochures 2 1 1 1 Read as: of respondents indicate travel or guide books as a preferred source during the early stages of planning a holiday. Preferred sources for seeking information about a holiday destination Travel or guide books General internet searching Friends or relatives that have been before or live there Online hotel booking site NTO site Online flights booking site Traveller review sites Brochures Social media 1 1 1 Read as: of respondents indicate travel or guide books as a preferred source for seeking information about a holiday destination. Preferred sources used to book a holiday Directly through airline (online) Accommodation provider (online) Travel agent (online) Directly through airline (telephone or in person) Tour operator (telephone or in person) Accommodation provider (telephone or in person) Tour operator (online) Airbnb Other travel booking site 6% 2 Read as: of respondents indicate booking via a travel agent (telephone or in person) as a preferred source when booking a holiday.
RESPONDENT PROFILE Gender Male 4 Female 5 Place of residence Sha Tin Eastern Yuen Long Wong Tai Sin Sai Kung Kwai Tsing Kwun Tong Living situation Parents Partner and kids Partner Alone Housemates Relatives/family Single parent Other 1 35% 3 0% Age Under 24 years 1 25-34 years 35-44 years 45-54 years 55-64 years 65+ years Income Under HK$99,999 HK$100,000 to HK$199,999 6% HK$200,000 to HK$399,999 HK$400,000 to HK$599,999 30% HK$600,000 to HK$799,999 1 HK$800,000 to HK$999,999 More than HK$1 million Employment status Work full time 86% Work part time 5% Full time student Retired Home duties Looking for work Other 0% 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,, India,, Japan, Malaysia,,, South Korea, and USA. In 2016, the following markets were integrated into the program: Hong Kong, Taiwan, Canada, Brazil, and. 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 Clerical and admin Professional Manager Labourer / trade Sales worker Self-employed Community worker Other Farmer 3 1 5% 0% For more information, please contact: ask.us@tourism.australia.com www.tourism.australia.com @TourismAus