PLEASURE TRAVEL MARKETS TO NORTH AMERICA: AUSTRALIA Parpared for: UNITED STATES TRAVEL AND TOURISM ADMINISTRATION TOURISM CANADA By: MARKET FACTS OF CANADA LIMITED JUNE 1989 Digitized by the Internet Archive in 2012 with funding from LYRASIS Members and Sloan Foundation http://archive.org/details/pleasuretrOOunit TABLE OF CONTENTS PAGE NUMBER INTRODUCTION FOREWORD 1 OBJECTIVES 2 METHODOLOGY 3 MAIN FINDINGS 1. MARKET SIZE 4 2. PAST TRIP BEHAVIOUR - 4 NIGHTS OR MORE 6 2.1 Number of pleasure trips in past 3 years 6 2.2 Destination of two most recent trips 9 2.3 Type of two most recent trips 12 2.4 Mode of transportation used within Canada and mainland U.S. 14 2.5 Number of nights away 15 2.6 Month of departure 16 2.7 Traveling party 17 2.8 How long before leaving was destination decided and trip booked 20 2.9 Sources of information used in planning 22 2.10 Whether a package trip 24 2.11 Where booked 26 2.12 Activities taken part in 29 2.13 Satisfaction and likelihood of returning 32 3. LIKELY VACATION DESTINATIONS 34 3.1 Places would like to visit overseas (unaided) 34 3.2 Likelihood of visiting place would most like to visit 38 3.3 Places in U.S. /Canada Australians might go on vacation 39 3.4 Places in U.S. /Canada ever visited and visited in past 3 years 45 3.5 Places in U.S. /Canada most interested in visiting/revisiting 49 3.6 Summary of awareness, interest and visitation 53 3.7 Level of interest in visiting/revisiting U.S. /Canada in next 5 years 57 4. SEGMENTATION OVERVIEW 5Z TABLE OF CONTENTS (cont'd) PAGE NUMBER TRAVEL PHILOSOPHY SEGMENTATION 5.1 Overview 5.2 Segments 5.3 Segment profiles 5A Implications BENEFIT SEGMENTATION 6.1 Overview 6.2 Segments 6.3 Segment profiles 6A Implications PRODUCT SEGMENTATION 7.1 Overview 7.2 Segments 7.3 Segment profiles 7 A Product segments vs. travel philosophy and benefit segments 7.5 Implications PERCEPTIONS OF CANADA/U.S. VS. IMPORTANCE RATINGS 8.1 Perception ratings 8.2 Perception vs. importance 8.3 Most appealing features of Canada as a travel destination 61 61 62 66 6S 82 82 83 85 88 102 102 103 105 109 110 129 129 135 138 APPENDIX I APPENDIX II APPENDIX III APPENDIX IV APPENDIX V APPENDIX VI - BASIC DATA Newspaper and magazine readership Demographics - QUESTIONNAIRE - DEFINITION OF U.S. 11 CENSUS DIVISIONS AND 8 TRAVEL REGIONS - 95% STATISTICAL CONFIDENCE LEVELS - HOW TO INTERPRET A DISCRIMINANT MAP - MAP OF AUSTRALIA INTRODUCTION Pleasure Travel Markets to North America - Australia 1988 - 1 - FOREWORD In 1986 the U.S. Travel and Tourism Administration and Tourism Canada made an agreement to undertake jointly funded market research in overseas countries of mutual interest. The agreement will be in effect for five years and during its existence approximately four countries will be studied each year. By combining resources the national tourism organizations of the two countries will be able to produce better market information than either could have done by working alone. As a result, agencies marketing Canada, the United States or both will be able to select their target markets with a good deal more precision than has been possible in the past. In addition, agencies responsible for developing the tourism products of both countries will have a clear idea of what their strengths and weaknesses are in the minds of the consumer. They would then be able to develop a better tourism product and one that will have a strong appeal to consumers in a variety of overseas countries. The countries studied so far are: 1986 1987 1988 United Kingdom Hong Kong Italy France Singapore Australia West Germany Switzerland Brazil Japan Mexico This report on the Australian long haul travel market is one of the four that resulted from the 1988 studies. It is the intention of both Tourism Canada and the USTTA to make the results readily and widely available. The data are available in the following formats: - The present main report - A highlights report providing overviews of Italy, Australia, Brazil and Mexico - Extensive computer cross-tabulations (see Methodology section for details) - IBM compatible data diskettes in single punch format A great deal of sophisticated travel market information has been made available through these studies. The challenge set forth by this work is to understand the information and to use it effectively. Officials of Tourism Canada and the USTTA are ready to help the tourism industry make the most effective use possible of the information. Pleasure Travel Markets to North America - Australia 1988 - 2 - OBJECTIVES The objectives of this study are as follows: 1. To provide broad-based marketing information on the Australian long haul pleasure travel market for strategic planning purposes 2. To identify and describe Australian travel segments that are prime targets for travel to Canada and the United States for industry marketers 3. To describe elements of the travel product(s) required to meet the needs of the target travel market segments 4. To provide input to the development and placement of effective advertising and promotion to convert potential travel to actual travel to Canada and the U.S. Accordingly the following research objectives were established: 1. To identify the basic long haul pleasure travel motivations, benefits and product/activity needs of Australian travelers 2. To identify and describe the size, travel characteristics, attitudinal and awareness characteristics of this market 3. To identify levels of awareness and perception of the various U.S. and Canadian travel products k. To identify the media habits of the long haul traveler 5. To profile the Australian long haul pleasure travelers in terms of demographics, vacation style and lifestyle characteristics. The main findings emerging from this study are the basis of this report. Pleasure Travel Markets to North America - Australia 19SS - 3 - METHODOLOGY A total of 1,503 personal interviews were conducted with international travelers who met the following target qualifications: - 18 years of age or over - Took a vacation trip of four nights or longer by plane outside of Australia in the past three years, or intended to take such a trip in the next two years Personal in-home interviews were conducted in five major cities: Sydney, Melbourne, Brisbane, Adelaide, and Perth. Households were screened by interviewers who followed pre-determined walk patterns from a total of 300 computer-selected starting points. In households with more than one qualified respondent a random selection was made using the next birthday method. The incidence of qualified respondents was determined by recording the results of these screening procedures. Fieldwork was conducted from August 27 to September 18, 1988. A copy of the questionnaire used is included in Appendix II. Detailed computer cross-tabulations of all study results have been provided under separate cover. The banners provided include the following: - By sex, age, and life cycle - By type of trip, trip description, ever visited both Canada/U.S., and city - By important items and income - By destinations visited and destination most like to visit - By ever visited/interest in visiting Canada/U.S. - By modes of transportation used within Canada/U.S. - By provinces in Canada interested in visiting - By miscellaneous destinations in Canada interested in visiting - By states in U.S. interested in visiting - By U.S. census regions interested in visiting - By U.S. tourism regions interested in visiting - By miscellaneous destinations in U.S. interested in visiting - By travel philosophy, benefit and product segments A table showing 95% statistical confidence limits for various base sizes is included in Appendix IV. In general, any results based on a sample size of less than 100 respondents should be viewed with some caution. Pleasure Travel Markets to North America - Australia 1988 MAIN FINDINGS Pleasure Travel Markets to North America - Australia 1988 - 4 - 1. MARKET SIZE Before examining the actual survey results themselves, it is worthwhile examining the survey sample in the context of the overall Australian population. The following points can be noted: - The Australian population 18 years of age or over is approximately 13,400,000 people (source: Australia 1986 census projections to June, 1988). - The incidence of the target population of international travelers* is 35% or approximately k,700,000 travelers. This incidence is very high compared with other markets studied in this series. This may be partly due to the definition used which only required long haul travelers to leave Australia to qualify. - From external sources it is known that Australians took about 1,622,000 trips abroad in 1987. In 1988, they took about 91,000 trips to Canada and 332,000 trips to the U.S. It should be noted, however, that these figures include business trips, trips by any mode of transportation, trips of one night or more, and trips by children. In other words, these figures do not necessarily reflect the definition of long haul trips as used in this study. - In addition, the EIU (Economist Intelligence Unit) Travel and Tourism Analyst No.l, 1989 noted the following regarding the Australian market: "Some 1.6m Australians go abroad each year, lower than many developed countries, but high given the wide range of domestic attractions. Some traditional markets such as the U.K. are losing their appeal in favour of others like the U.S.A. The Australian visitor is becoming of first importance to such destinations as Indonesia and Thailand. Immediate growth prospects are modest. In the longer term the market can be expected to continue to expand as the Australian economy advances, the Australian outbound market being more sensitive than most to fluctuations in economic performance, especially to changes in the exchange rate. Clearly the economic performance of the Australian economy is the key indicator of levels of outbound travel". - Compared with the general population, the target market is better educated and wealthier. It should be noted that the income comparison is not a direct one in that the most recent data for the general population is based on the 1985/86 financial year. The differences are so strong, however, that even with more up-to-date general population data the conclusion would likely be the same. (Reference: Tables 1 and 2) * Travelers 18 years of age or over who took a vacation trip of four nights or longer by plane outside Australia in the past three years, or intended to take such a trip in the next two years. Pleasure Travel Markets to North America - Australia 1988 - 5 - TABLE 1 TARGET MARKET Australian population 18 years or over Incidence of target market Size of target market 13,400,000 (1) 35% k,700,000 Actual number of business or pleasure trips of one night or longer by any mode of transportation outside Australia (includes children under 18 years): - To any destination in 1987 1,622,000 (D - To Canada in 1988 91,000 (2) - To the U.S. in 1988 332,000 (3) (1) Australia Bureau of Statistics (2) Statistics Canada (3) USTTA TABLE 2 COMPARATIVE TARGET MARKET DEMOGRAPHICS Age 18 - 24 years 25 - 34 years 35 - 44 years 45 - 54 years 55 - 64 years 65 years or more Education Primary Secondary/high school Technical/commercial University/post graduate Household income in Australian dollars Under $20,000 $20,000 - 29,999 $30,000 - 39,999 $W,000 - 49,999 $50,000+ Refused * Based on 1987/88 financial year ** Based on 1985/86 financial year Target General market population % % 13 16 23 23 22 19 17 14 15 13 11 15 5 7 46 57 27 30 @ ) 6 16 * 42** M 16 16 10 13 8 24 1 9 15 15 Pleasure Travel Markets to North America - Australia 1988 - 6 - 2. PAST TRIP BEHAVIOUR - 4 NIGHTS OR MORE This section of the report examines the number and characteristics of recent trips of four nights or longer made by Australian travelers in the target market. 2.1 Number of pleasure trips in past 3 years The very strong travel orientation of the sample was reflected in the fact that 90% of respondents had taken a pleasure trip of at least four nights in the past three years, with 2>3% having taken such a trip by plane. (Reference: Table 3A) Of the respondents who had taken a pleasure trip of four nights or more, the majority (74%) had taken more than one trip, with a mean of 3.7 pleasure trips of four nights or more. Of those who had taken a pleasure trip of four nights or more by plane , 50% had taken multiple plane trips, with a mean of 2.2 such trips. (Reference: Table 3B) TABLE 3A PLEASURE TRIPS 4 NIGHTS OR MORE IN PAST 3 YEARS Total respondents (100%) By any mode of By transportation plane 1503 1503 Yes No 90 10 33 17 TABLE 3B NUMBER OF PLEASURE TRIPS 4 NIGHTS OR MORE TAKEN IN PAST 3 YEARS By any mode of transportation Total respondents who took a trip (100%) 1348 % 1 26 2 20 3 18 4 13 74 5 - 6 13 7 or more 11 Mean 3.7 By plane 1240 % 49 2?) 13 6 3 4_ 2.2 51 Pleasure Travel Markets to North America - Australia 1988 - 7 - Pleasure trips were defined as either short haul (i.e. to places in Australia) or long haul (i.e. to destinations elsewhere) Of the respondents who had taken a pleasure trip of four nights or more by plane in the past three years, 36% had traveled in Australia i.e. had taken a short haul trip. A total of 93% had traveled to somewhere outside Australia i.e. had taken a long haul trip. (Reference: Table 4A) About one-third (34%) of travelers who had visited a long haul destination by plane had taken more than one such trip in the past 3 years. The mean was 1.6 long haul trips. (Reference: Table 4B) TABLE 4A WHERE TAKEN ANY PLEASURE TRIPS 4 NIGHTS OR MORE IN PAST 3 YEARS BY PLANE Total respondents who took plane trip (100%) BY PLANE TO PLACES: In Australia 1240 Outside of Australia 1240 Yes No 36 64 93 7 TABLE 4B NUMBER OF PLEASURE TRIPS 4 NIGHTS OR MORE TAKEN IN PAST 3 YEARS BY PLANE Total respondents who took pleasure trips 4+ nights by plane to that destination (100%) 1 2 3 or more Mean BY PLANE TO PLACES: In Australia 447 % 54 23" 24 2.3 Outside of Australia 1158 I- 66 34 1.6 Pleasure Travel Markets to North America - Australia 1988 - 8 - In the context of the total sample, then, it can be seen that 77% of respondents had taken a pleasure trip of four nights or more by plane outside Australia in the past three years i.e. had taken a long haul trip. This means that 23% of respondents were in the sample by virtue of the fact that they intended to take such a trip in the next two years. (Reference: Table 5) TABLE 5 PLEASURE TRIPS 4 NIGHTS OR MORE IN THE PAST 3 YEARS BY PLANE OUTSIDE AUSTRALIA Total respondents (100%) 1503 % Yes 77 No 23 Pleasure Travel Markets to North America - Australia 1988 9 - 2.2 Destination of two most recent trips Respondents who had traveled on a long haul trip were asked to what destinations they had been on their most and second most recent pleasure trips in the past three years. The most popular destinations visited on long haul trips were Europe (37%) and Asia (36%). The U.S. was next in line at 19%, including 16% who visited the mainland and 8% who visited Hawaii/Guam/Samoa. From the level of duplication it is evident that many of the travelers who visited Hawaii/Guam/Samoa did so as a stopover on a trip to the U.S. mainland. Canada was visited by only 7% of long haul travelers. (Reference: Figure 1) Apart from a slight tendency for travelers to the U.S. to be more likely to originate from Melbourne, there were no particular demographic characteristics that distinguished travelers to Canada or the U.S. mainland from travelers to other destinations. This lack of differentiation by demographics makes the attitudinal segmentation described later in this report all the more important. Visitors to Hawaii/Guam/Samoa, however, were somewhat differentiated by being less likely than average to be married, and more likely than average to be in a sales/clerical occupation, from Sydney, and high school educated. (Reference: Table 6) FIGURE 1 DESTINATION OF TWO MOST RECENT LONG HAUL TRIPS IN PAST 3 YEARS* Europe/United Kingdom Asia Total U.S. (unduplicated^ U.S. mainland Hawaii/Guam/Samoa New Zealand Other South Pacific Canada Near/Middle East 137% 336% 19% 13% 10% 7% Other 5% Mexico 1 1] 2% Africa Z3 2% 2% 10 - r~ 20 30 40 * Based on 1,548 trips comprised of 1,158 most recent trips and 390 second most recent trips. Pleasure Travel Markets to North America - Australia 1988 - 10 - TABLE 6 DEMOGRAPHICS OF VISITORS TO KEY DESTINATIONS DESTINATION VISITED* Total respondents (100%) Sex Male Fei nale Age 18 - 24 years 25 - 34 years 35 - 44 years H5 - 54 years 55 - 64 years 65 years or over Marital status Single Married Living together Divorced/separated/ widowed Occupation City Owner Manager/executive Professional/technical Clerical/sales Skilled worker Unskilled worker Student Retired Homemaker Other Sydney Melbourne Brisbane Adelaide Perth Canada U.S. Hawaii/ Other U.S. Main- Guam/ Total total land Samoa 1503 89 225 194 93 1042 % % % % % % 49 46 46 49 40 49 51 54 54 51 60 51 13 9 10 10 13 11 23 20 23 23 20 23 22 23 22 21 28 21 17 16 16 16 14 18 15 20 19 20 17 15 11 13 11 10 8 12 22 20 25 26 Ik 19 66 64 61 61 © 69 2 2 1 1 3 2 10 14 13 12 16 10 4 4 5 6 4 4 7 11 9 9 12 7 20 17 17 19 13 20 17 18 20 19 (27) 17 12 9 9 10 7 11 5 5 6 6 10 4 5 4 4 3 4 4 13 13 13 14 8 13 16 18 15 13 14 17 1 1 1 1 2 1 40 42 39 35 © 40 29 29 35 © 26 28 10 10 9 9 10 10 9 15 12 13 10 9 11 5 5 6 5 13 * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not always reflect the sum of the individual columns. Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Australia 1988 - 11 - TABLE 6 (cont'd) DEMOGRAPHICS OF VISITORS TO KEY DESTINATIONS DESTINATION VISITED* Total respondents (100%) Education Primary Secondary/high school Technical/commercial University/post graduate Life cycle Living alone Living with one adult Single with children Couple with children Other Living arrangement Live alone Living with children Living without children Mean no. of adults 18 years or over Whether any children under 18 years in household Yes No Household income in Australian dollars (1987/88 financial year) Under $20,000 $20,000 - 29,999 $30,000 - 39,999 $k0,000 49,999 $50,000+ Refused Canada U.S. Other Hawaii/ U.S. Main- Guam/ Total total land Samoa 1503 89 225 194 93 1042 % % % % % % 5 . 3 3 2 k 46 k2 50 46 (62) 45 27 27 25 27 19 28 23 31 22 27 19 23 10 10 13 14 12 10 30 37 33 33 28 32 7 8 7 7 9 6 33 28 27 27 27 33 21 18 21 21 25 20 10 10 13 14 13 10 41 36 35 36 37 40 49 54 52 50 51 50 2.4 2.2 2.3 2.3 2.4 2.4 41 36 35 36 37 35 59 64 65 64 63 65 16 15 17 17 13 17 16 15 14 11 14 15 16 14 16 14 17 16 13 8 10 10 10 14 24 30 28 30 32 24 15 18 14 17 13 15 * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not always reflect the sum of the individual columns. Pleasure Travel Markets to North America - Australia 1988 - 12 - 2.3 Type of two most recent trips When asked what type of trip they had taken on their most and second most recent trips to any long haul destination, the most frequent mentions given by respondents were trips to visit friends and relatives (35%) and touring trips (34%). The next most common types were resort trips (12%) and business/pleasure trips (11%). A variety of other trip types received relatively fewer mentions. (Reference: Figure 2) FIGURE 2 TYPE OF TWO MOST RECENT LONG HAUL TRIPS* Visit friends and relatives (35%) Touring trip (34%) Other (3%) City (5%) Combined business and pleasure (11%) Resort (12%) * Based on 1,548 trips comprised of 1,158 most recent trips and 390 second most recent trips. Note: For full descriptions of the trip types discussed in this section see Card A in Appendix II. Pleasure Travel Markets to North America - Australia 1988 - 13 - The incidence of touring trips was about the same for trips to Canada and the U.S. as compared with "other" destinations. A trip to Canada, however, was somewhat more likely to be to visit friends and relatives (44%), and less likely to be a resort trip (3%), than was a trip elsewhere. A trip to the U.S. mainland was comparatively more likely to be a combined business and pleasure trip (18%), and a trip to Hawaii/Guam/Samoa was comparatively more likely to be a resort trip (17%). (Reference: Table 7) TABLE 7 TYPE OF LONG HAUL TRIP* C DESTINATION** anada U.S. Other Hawaii/ U.S. Main- Guam/ Total total land Samoa Total trips taken by respondents (100%) 1548 108 294 250 125 1372 % % % % % % Visit friends and relatives 35 44 33 36 26 35 Touring trip 34 33 35 35 38 34 Resort 12 3 10 6 17 12 Combined business and pleasure 11 16 17 18 13 11 City 5 2 2 2 2 5 Outdoor trip 1 1 - - - 1 Exhibition, special event or theme park 1 2 2 2 2 1 Cruise 1 _ 1 1 2 1 * Total most and second most recent trip ** On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not always reflect the sum of the individual columns. Pleasure Travel Markets to North America - Australia 1988 - 14 - 2.4 Mode of transportation used within Canada and mainland U.S. Respondents who had visited either Canada or the U.S. were asked which modes of tranportation they used within the country on their trip. Plane was the most popular mode of transportation used, although more so in the U.S. {72,%) than in Canada (48%). Rented car, inter-city bus, and train were about equally popular in Canada (24%, 26% and 25% respectively), but train was definitely the least popular of these particular modes in the U.S. (41%, 36% and only 19% respectively). (Reference: Table 8) TABLE 8 MODE OF TRANSPORTATION USED WITHIN CANADA AND MAINLAND U.S.* Total trips taken by respondents (100%) Plane Rented car Bus (between cities) Public transportation (within cities) Private car Train Boat Camper or RV Mainland Canada U.S. 108 250 % % 48 78 24 41 26 36 26 33 37 29 25 19 12 7 4 2 * Total most and second most recent trip Pleasure Travel Markets to North America - Australia 1988 15 - 2.5 Number of nights away Detailed trip characteristics were obtained about the long haul trips taken by respondents in the past three years i.e. about the pleasure trips by plane lasting four nights or more to destinations outside of Australia. Respondents who had taken only one such trip were asked about that trip; those who had taken two or more such trips were asked about either their most recent or their second most recent trip on a random basis. The average duration of these long haul trips was a generous 51.7 nights. About half (48%) of the trips lasted 30 or more nights. These figures are very high by international standards, and suggest an important feature of the Australian travel market. Trips that included Canada and the mainland U.S. as destinations were particularly long, lasting an average of 89.9 and 65.8 nights respectively. It should be noted that these latter averages refer to the total length of the trip, and not necessarily to the number of nights actually spent in Canada and the U.S. (Reference: Table 9) Total respondents took long haul trip (100%) 4 - 6 nights 7-9 nights 10-16 nights 17-29 nights 30 - 59 nights 60 or more nights Mean + TABLE 9 NUMBER OF NIGHTS AWAY ON LONG HAUL TRIP* TRIPS THAT INCLUDED:** Canada U.S Other Hawaii/ U.S. Main- Guam/ Total total land Samoa 1158 89 225 194 93 1042 % % % % % % 3 - 2 2 2 2 8 1 3 2 7 8 23 8 15 11 24 23 18 19 25 25 29 17 25" 48 32 1 72 27 1 55 30 ] 61 19 ]38 25 1 23. 4oJ 28J 31. 20J 24J 51.7 89.9 61.1 65.8 55.0 52.0 49 * Outside Australia ** On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not always reflect the sum of the individual columns. + The mean reflects the length of stay of the entire trip, not necessarily the number of nights spent in Canada or the U.S. Pleasure Travel Markets to North America - Australia 1988 16 - 2.6 Month of departure Travel was distributed more or less evenly throughout the year, with only a small bulge occurring in the North American summer months of June, July and August. (These months, of course, correspond to the Australian winter season.) Summer was the most popular time of year to visit Canada (40%) and the mainland U.S. (36%). Travel to Hawaii/Guam/Samoa was generally uniform throughout the year, although it was slightly lower during winter (i.e. Australian summer). (Reference: Table 10) TABLE 10 MONTH LONG HAUL TRIP WAS STARTED* Total respondents took long haul trip (100%) Total 1158 Canada 89 % DESTINATION** 225 % U.S. Other Hawaii/ U.S. Main- Guam/ total land Samoa 194 % 93 1042 % % Winter (Summer) December January February Spring (Fall) March April May Summer (Winter) .Tune July August Fall (Spring) September October November (21) 9 7 6 (24) 7 9 8 (31) 13 10 7 (16) (15) (16) (18) (22) 11 6 7 6 11 9 15 13 13 10 5 3 6 10 9 15 13 8 6 11 9 15 14 8 13 6 5 12 5 5 10 12 12 9 5 14 10 3 (26) (25) (26) (29) (24) (40) (36) (36) (26) (30) 13 10 7 (24) (18) (24) (22) (27) (23) 11 5 7 * Australian seasons in brackets ** On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not always reflect the sum of the individual columns. Pleasure Travel Markets to North America - Australia 1988 17 - 2.7 Traveling party Among travel parties that did not include children under 18 years, the mean number of members was 2.4. Parties that included children were much larger with 4.3 members on average. Parties traveling to Hawaii/Guam/Samoa appeared to be somewhat larger than parties traveling to other destinations, but the base sizes involved were too small to be conclusive in this regard. (Reference: Table 11A) Only 20% of long haul travelers went on their trip by themselves, while 55% went with their wife/ husband/ girl friend/boy friend. Children (19%) and friends (13%) were the next most frequently mentioned traveling partners. (Reference: Figure 3 and Table 1 IB) TABLE 11A NUMBER OF PEOPLE IN IMMEDIATE TRAVEL PARTY Parties without children under 18 years Total respondents took long haul trip without children (100%) 1 2 3 or more Mean DESTINATION* Canada U.S. Other Hawaii/ U.S. Main- Guam/ Total ars total land Samoa 889 71 173 151 69 ^00 % % % % % % 26 26 27 29 18 26 53 61 55 53 59 53 21 13 18 17 24 21 2A 2.1 2.2 2.2 2.5 2.4 Parties with children under 18 years Total respondents took long haul trip with children (100%) 1 2 3 4 5 or more Mean 268 18+ 52 43 24+ 241 % % % % % % 17 11 12 9 S 18 23 28 21 21 21 24 29 33 35 37 33 2S 31 28 33 33 38 30 JbJ 4.1 4.5 4.5 L-o 4.2 * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not always reflect the sum of the individual columns. + Note: small base Pleasure Travel Markets to North America - Australia 1988 Wif e/hu sband/girlfriend/ boyfriend Travelled alone Child(ren) Friends Other relatives Father/mother Organized group/club/etc. Business associates/ colleagues - 18 - FIGURE 3 PEOPLE TRAVELED WITH ON LONG HAUL TRIP 55% 1 20% 19% 1 1 . ■■ ■■.■'■ s '.::■::■' ■ ,■ 13% Hi J6% 5% §2* 20 40 60 Based on 1,158 respondents who took a long haul trip Pleasure Travel Markets to North America - Australia 1988 - 19 - TABLE 11B PEOPLE TRAVELED WITH ON LONG HAUL TRIP DESTINATION* Total Canada U.S. total U.S. Main- land Hawaii/ Guam/ Samoa Other Total respondents took long haul trip (100%) 1158 89 225 194 93 1042 % % % % % % Wife/husband/ girl friend/boy friend 55 58 56 55 55 56 Traveled alone 20 20 21 23 13 20 Child(ren) 19 19 19 18 IS 19 Friends 13 12 14 12 22 12 Other relatives 6 8 7 7 10 6 Father/mother 5 7 4 5 4 5 Organized group/ club/ etc. h 5 4 4 7 4 Business associates/ colleagues 2 2 4 3 7 2 * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not always reflect the sum of the individual columns. Pleasure Travel Markets to North America - Australia 1988 - 20 - 2.8 How long before leaving was destination decided and trip booked For just under half (44%) of all long haul trips the decision to go was made within 3 months of departure. The mean lead time was 5.9 months, with the figure being slightly higher among travelers to Canada (7.4 months) than among those who visited the U.S. and other destinations. (Reference: Table 12A) TABLE 12A NUMBER OF MONTHS BEFORE LEAVING WAS DESTINATION DECIDED DESTINATION* Canada U.S. Other Total respondents took long haul trip (100%) 1 month or less Over 1 month to 2 months Over 2 months to 3 months Over 3 months to 4 months Over 4 months to 5 months Over 5 months to 6 months Over 6 months to 7 months Over 7 months to 8 months Over 8 months to 9 months Over 9 months to 12 months Over 12 months Mean Total U.S. total Main land Hawaii/ - Guam/ Samoa 1158 89 225 194 93 1042 % % % % % % 17" if 14 14" 10" 18" 16 44 17 38 14 40 12 38 18 39 14 11_ 10. 12 12. 11_ 12. 6 7 7 6 13 6 3 5 5 6 2 3 20 14 18 19 15 20 1 2 2 2 3 1 3 1 2 2 2 3 3 6 3 4 2 3 14 16 17 19 16 14 6 12 6 6 8 6 5.9 7.4 6.1 6.3 6.2 5.9 45 * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not always reflect the sum of the individual columns. Pleasure Travel Markets to North America - Australia 1988 - 21 - In terms of actually booking the trip, the lead time involved was much shorter. The mean was 3.0 months. (Reference: Table 12B) TABLE 12B NUMBER OF MONTHS BEFORE LEAVING WAS TRIP BOOKED DESTINATION* Total respondents took long haul trip (100%) Vi month or less Over Vi month to 1 month Over 1 month to 2 months Over 2 months to 3 months Over 3 months to k months Over k months to 5 months Over 5 months to 6 months Over 6 months Mean Canada U.S. Other Hawaii/ U.S. Main- Guam/ Total total land Samoa 1158 89 225 194 93 1042 % % % % % % 12 9 9 8 5 12 17 11 16 15 15 IS 22 25 24 22 28 22 16 19 17 19 16 16 9 9 10 10 11 9 5 9 7 7 5 5 13 1* 13 13 16 13 6 5 5 6 3 6 3.0 3.3 3.1 3.3 3.1 3.0 * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not always reflect the sum of the individual columns. Pleasure Travel Markets to North America - Australia 1988 - 22 - 2.9 Sources of information used in planning A variety of sources were used by long haul travelers in planning their trips, with an average of 2.3 mentions given per respondent. The most frequent mentions were a travel agent (69%), followed by friends/ family (44%) and brochures/pamphlets (41%). Other sources were used to a much lesser extent. The strong influence of travel agents was evident from the 45% who named them as the single most important source of planning information. Friends/family were a distant second at 20%, with no other sources receiving significant levels of mentions. These results strongly indicate how important it is to keep travel agents well informed and stocked with product possibilities. (Reference: Table 13A) TABLE 13A SOURCES OF INFORMATION USED IN PLANNING A LONG HAUL TRIP Total respondents took long haul trip (100%) Travel agent Friends/family Brochures/pam phlets Newspaper/magazine articles Airline Books/library Advertisements Tour operator/company Government tourism office/board Embassy/consulate Clubs/associations Automobile associations Other None Mean number of sources used Sources Most important used source used 1158 1158 % % 69 45 44 20 41 9 17 2 15 6 9 2 S I 5 1 5 1 4 * 4 2 2 * 6 4 5 6 2.3 * Less than 0.5% Pleasure Travel Markets to North America - Australia 1988 - 23 - The information sources used by travelers to Canada and the U.S. were basically the same as those used by travelers to other destinations. (Reference: Table 13B) TABLE 13B MOST IMPORTANT SOURCES OF INFORMATION USED IN PLANNING A LONG HAUL TRIP DESTINATION** Total respondents took long haul trip (100%) Travel agent Friends/family Brochures/ pamphlets Airline Books/library Newspaper/magazine articles Clubs/associations Tour operator/company Government tourism office/board Advertisements Embassy/consulate Automobile association Other None Canada U.S. Hawaii/ Other U.S. Main- Guam/ Total total land Samoa 1158 89 225 194 93 1042 % % % 96 % P S 45 43 48 49 46 45 20 17 14 14 IS 21 9 10 10 9 10 8 6 12 5 5 7 6 2 2 2 3 - 2 2 2 1 3 2 2 1 2 - 2 1 3 2 4 1 1 1 2 1 1 1 2 2 1 1 * 2 1 1 - * * 1 1 1 1 * 4 6 5 5 4 4 6 2 6 6 6 6 * Less than 0.5% ** On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not always reflect the sum of the individual columns. Pleasure Travel Markets to North America - Australia 1988 - 24 - 2.10 Whether a package trip The most common type of trip (taken by 51% of long haul travelers) was an independent trip i.e. a trip that included neither a flight/accommodation package nor a guided tour. All-inclusive guided tours (i.e. package tours that included flight and accommodation as well as a planned guided tour) were taken by 14% of travelers. Flight and accommodation packages (with no guided tour) were somewhat more popular (30%), while guided tours (with no flight and accommodation package) were the least common of all (5%). Independent travel was proportionately more frequent among trips to Canada and the U.S. mainland than it was among trips to other destinations. Package travel was proportionately more frequent among trips to Hawaii/Guam/Samoa. (Reference: Figure k and Table 14) FIGURE 4 TYPE OF LONG HAUL TRIP Independent (51%) Guided tour only (5%) All inclusive guided tour (14%) Flight and accommodation package only (30%) Based on 1,158 respondents who took a long haul trip Pleasure Travel Markets to North America - Australia 1988 - 25 - TABLE 14 TYPE OF LONG HAUL TRIP DESTINATION* Total Canada U.S. total U.S. Main- land Hawaii/ Guam/ Samoa Other Total respondents took long haul trip (100%) 1158 89 225 194 93 10*2 All-inclusive guided tour (flight and accommodation and guided tour) % 14 % 9 % 11 % 11 % 15 % 14 Flight and accommodation package only 30 15 26 22 37 30 Guided tour only 5 6 6 7 5 5 Independent 51 71 57 60 43 51 * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not always reflect the sum of the individual columns. Pleasure Travel Markets to North America - Australia 19SS - 26 - 2.11 Where booked Nearly all (90%) of the flight and accommodation packages (which may or may not have included a guided tour) were booked with travel agents. (Reference: Table 15) Of the travelers who took a guided tour (which may or may not have included a flight and accommodation package), 78% booked through a travel agent and 12% booked through a tour or holiday company. Booking through a tour or holiday company was more frequent among trips to Canada (23%) and the U.S. (27%) than among trips elsewhere (11%). (Reference: Table 16) Respondents who had not taken a flight/accommodation package were asked separately where they had booked their flight and where they had booked their accommodation. In terms of the flight, over three-quarters (76%) booked through a travel agent, and most of the rest (19%) booked directly with the airline. For accommodation, the proportion using a travel agent was only 31%, as a total of 49% had stayed with friends or relatives. Of the remaining respondents, 20% did not book in advance, and 17% booked with the hotel directly. (Reference: Table 17) A summary of unduplicated mentions of booking sources confirms the pattern that is already apparent i.e. that the great majority (86%) of all respondents used a travel agent to book at least part of their holiday. A total of \k% of travelers booked their trip (or part of their trip) through an airline, and 1 1% through a hotel. (Reference: Table 18) Pleasure Travel Markets to North America - Australia 1988 - 27 - TABLE 15 WHERE FLIGHT AND ACCOMMODATION PACKAGE WAS BOOKED Total respondents took flight/accommodation package (100%) 503 Travel agent Airline Others C DESTINATION* anada U.S. Other Hawaii/ U.S. Main- Guam/ Total total land Samoa >) 503 21 + 33 65 48 456 % % % % % % 90 86 87 86 85 90 7 10 11 11 10 7 3 5 2 3 >4 3 TABLE 16 WHERE GUIDED TOUR WAS BOOKED DESTINATION* Canada U.S. Other Total U.S. total Main- land Hawaii/ Guam/ Samoa Total respondents took guided tour (100%) 217 13 + 37 + 35 + 19 + 198 % % % % % 96 Travel agent 78 62 67 65 7U 30 Tour company/holiday company 12 23 25 27 21 11 Airline 5 15 8 9 5 4 Others 6 _ 3 3 5 6 + Note: small base * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not always reflect the sum of the individual columns. Pleasure Travel Markets to North America - Australia 1988 - 28 - TABLE 17 WHERE FLIGHT AND ACCOMMODATION FOR INDEPENDENT TRIP WAS BOOKED C DESTINATION* anada U.S. Other Hawaii/ U.S. Main- Guam/ Total total land Samoa Total respondents took independent long haul trip (100%) 655 68 142 129 45 586 % % % % % % Flight (to destination only) Travel agent 79 75 76 77 71 81 Airline directly 19 25 22 20 27 17 Other 2 - 2 2 2 2 Accommodation (can be more than one) Stayed with friends/relatives 49 45 34 32 33 50 Travel agent 31 34 47 49 49 31 Hotel directly 17 28 26 27 27 17 Other 2 2 4 4 7 2 Did not book in advance 20 25 19 19 22 21 TABLE 18 WHERE COMPONENTS OF LONG HAUL TRIP WERE BOOKED (Total unduplicated mentions) DESTINATION* Total Canada U.S. total U.S. Main- land Hawaii/ Guam/ Samoa Other Total respondents took long haul trip (100%) 1158 89 225 194 93 1042 % % % % % % Travel agent 86 82 84 Z5 82 S6 Airline 14 21 18 17 IS 13 Direct with hotel etc. 10 21 17 18 13 9 Tour company/holiday company 2 3 4 5 4 2 * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not always reflect the sum of the individual columns. Pleasure Travel Markets to North America - Australia 1988 - 29 - 2.12 Activities taken part in Respondents were shown a list of 38 activities that people might participate in during a holiday, and were asked to name the ones that they had actually taken part in on their trip. The overall answers were somewhat predictable as the most frequent mentions were such activities as shopping (91%), dining out in restaurants (88%), taking pictures/filming (88%), sightseeing in cities (86%), and sampling local foods (85%). Of more interest were the activities participated in by those going to either Canada or the U.S. The following are examples of comparatively higher mentions for each destination. Canada - Touring the countryside (96%) - Visiting scenic landmarks (85%) - Visiting national parks or forests (76%) - Visiting mountainous areas (73%) - Visiting friends or relatives (73%) - Visiting galleries/museums (71%) - Visiting sites commemorating important people (70%) - Visiting wilderness areas (67%) - Visiting amusement or theme parks (54%) - Observing wildlife/bird watching (38%) - Snow skiing (15%) U.S. mainland - Visiting friends or relatives (67%) - Visiting sites commemorating important people (64%) - Visiting amusement or theme parks (61%) - Attending concerts/live theatre (50%) - Visiting wilderness areas (47%) - Visiting places of importance in military history (45%) - Visiting casinos/gambling (34%) - Attending sporting events (30%) Hawaii/Guam/ Samoa - Visiting scenic landmarks (82%) - Visiting seaside (80%) - Going on short guided excursions or tours (74%) - Swimming (71%) - Sunbathing or other beach activities (70%) - Visiting sites commemorating important people (67%) - Visiting amusement or theme parks (52,%) - Visiting nightclubs, etc. (55%) - Visiting places of importance in military history (51%) - Attending concerts/live theatre (50%) - Water sports (41%) - Visiting casinos/gambling (30%) Overall, it seems that while some tourist activities are universal regardless of destination, travelers take advantage of: - Scenery, outdoor activities and skiing especially in Canada - Entertainment and sightseeing in the U.S. - Seaside and entertainment activities in Hawaii/Guam/Samoa (Reference: Table 19) Pleasure Travel Markets to North America - Australia 1988 - 30 - TABLE 19 ACTIVITIES TAKEN PART IN DURING LONG HAUL TRIP DESTINATION* Total respondents took long haul trip (100%) Shopping Dining out in restaurants Taking pictures/filming Sightseeing in cities Sampling local foods Touring the countryside Visiting scenic landmarks Visiting places of historic interest Getting to know the local inhabitants Visiting the seaside Going on short guided excursions or tours Visiting mountainous areas Visiting galleries/museums Visiting friends or relatives Visiting national parks or forests Visiting sites commemorating important people Swimming Attending local festivals/fairs/special events Canada U.S. Total total U.S. Other Hawaii/ Main- Guam/ land Samoa 1158 39 225 194 93 1042 % % % % % % 91 95 92 90 96 91 38 92 92 92 91 87 88 83 91 90 94 Z7 86 93 92 92 91 2>5 35 38 85 S5 Z5 Z5 82 ^ S5 84 83 32 73 & 75 74 © 73 73 81 75 75 75 74 67 75 64 66 57 68 64 61 68 66 Q 63 > 60 59 65 62 64 62 64 63 60 59 57 71 63 65 58 57 57 73 62 © 46 53 53 76 62 62 59 51 51 46 3 43 64 54 @ 50 Pi 50 45 46 54 43 43 39 47 * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not always reflect the sum of the individual columns. Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Australia 1988 31 - TABLE 19 (cont'd) ACTIVITIES TAKEN PART IN DURING LONG HAUL TRIP yj* Ca Total DESTINATIOT nada U.S. Other Hawaii/ U.S. Main- Guam/ total land Samoa Total respondents took long haul trip (100%) 1158 89 225 ] 194 93 1042 % % % % °/c % Visiting nightclubs, etc. 42 40 47 kl r 42 Sunbathing or other beach activities 40 44 51 46 70 38 Attending concerts/live theatre 40 49 48 © , 50 > 40 Taking a day cruise 40 46 44 47 « 40 Visiting places of archeological interest 39 44 40 40 37 40 Visiting wilderness areas 3S @ 45 47 46 37 Visiting places of importance in military history 36 47 46 45 51 35 Visiting amusement or theme parks 33 5? 58 5 is 31 Observing wildlife/bird watching 25 5 27 26 32 25 Climbing, hiking, etc. 22 24 21 21 24 22 Water sports Attending sporting events 22 20 19 28 26 28 23 23 21 19 Visiting casinos/gambling Golfing/tennis 17 14 29 20 29 16 34 16 © 18 17 14 Fishing 10 11 9 9 12 11 Taking a cruise of one or more nights 9 6 7 7 9 10 Visiting health spas 8 11 10 10 7 s Horse riding 5 5 3 3 5 5 Snow skiing 5 © 6 6 7 5 Hunting 2 1 1 2 1 2 * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not always reflect the sum of the individual columns. Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Australia 1988 - 32 - 2.13 Satisfaction and likelihood of returning Long haul travelers were well satisfied with their trips to all destinations. A total of 87% said that they were very satisfied, and a further 11% said that they were somewhat satisfied. Only 2% of the travelers felt they were not very satisfied. Over 90% of travelers to Canada and the U.S. were very satisfied. (Reference: Table 20) Overall, respondents seemed interested in returning to previously visited destinations. In total, 72% said they would be very or somewhat likely to return, including 48% who said they would be very likely to do so. Interest in returning did not vary significantly by major destinations. (Reference: Table 21) TABLE 20 DEGREE OF SATISFACTION WITH LONG HAUL TRIP DESTINATION** Total respondents took long haul trip (100%) Very satisfied (X4) Somewhat satisfied (X3) Not very satisfied (X2) Not at all satisfied (XI) Mean Canada U.S. Other Hawaii/ U.S. Main- Guam/ Total total land Samoa 1158 89 225 194 93 1042 % % % % % % 87 95 9J 90 93 86 11 5 S S 8 12 2 - 1 1 - 2 * - X 1 - * 3.8 4.0 3.9 3.9 3.9 3.8 * Less than 0.5% ** On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not always reflect the sum of the individual columns. Pleasure Travel Markets to North America - Australia 1988 - 33 - TABLE 21 LIKELIHOOD OF RETURNING TO SAME LONG HAUL DESTINATION Total respondents took long haul trip (100%) Total 1158 Canada 89 DESTINATION* 225 % % U.S. Other Hawaii/ U.S. Main- Guam/ total land Samoa 194 96 93 1042 Very likely (X4) Somewhat likely (X3) Not very likely (X2) Not at all likely (XI) 48 41 49 48 72 65 72 24j 24J 23. 23 16 18 18 19 12 17 10 10 71 50 24 7k 48' 24 16 12 72 Mean 3.1 2.9 3.1 3.1 3.1 3.1 * On the one long haul trip as described in Section 2.5. Some respondents did not take such a trip. Some respondents had more than one destination. Accordingly, the total column does not always reflect the sum of the individual columns. Pleasure Travel Markets to North America - Australia 1988 - 34 - 3. LIKELY VACATION DESTINATIONS 3.1 Places would like to visit overseas (unaided) Respondents were asked on an unaided basis to name five places overseas they would like to visit on a vacation trip, as well as the one place they would most like to visit in the next two years. These questions provided an indication of the level of interest in visiting Canada and the U.S. in the context of all destinations available to travelers. With respect to the five top choices named, destinations in Europe received the most mentions (8,7%), followed by Asia (63%). The U.S. was mentioned by 55% of respondents, composed mostly of the mainland (50%) vs. Hawaii/Guam/Samoa (11%). Canada was next in line at 31%, exceeding even New Zealand which came in at 22%. Although the actual figures involved were lower, responses for the one top choice destination followed a pattern similar to the above. The rank order of destinations actually visited also followed a pattern similar to the above, with the exception of destinations in Asia, New Zealand, and the South Pacific. All of these destinations were visited more often than would be predicted by their "like to visit" rank order, presumably a result of their proximity to Australia. This result suggests that "like to visit" does not necessarily mean "likely to visit". The data indicate, however, an interest in destinations yet to be visited. (Reference: Table 22) In terms of demographics, respondents who would most like to visit Canada were more likely to be older, married, and homemakers than were travelers to other destinations. Travelers to the U.S. mainland were more likely to be male and younger. (Reference: Table 23) Pleasure Travel Markets to North America - Australia 1988 - 35 - TABLE 22 LONG HAUL DESTINATIONS WOULD LIKE TO VISIT * Total trips taken by respondents ** Less than 0.5% Actual destination of two most recent trips Total respondents (100%) Five top choices 1503 One top choice 1503 in past 3 years 1548* % % % Europe/United Kingdom 87 41 37 Asia 63 20 36 U.S. total (unduplicated mentions) (55) (16) (19) Mainland (including Alaska) 50 1* 16 Hawaii/Guam/Samoa 11 2 8 Canada 31 7 7 New Zealand 22 5 13 Africa 21 4 2 Central/South America 17 3 1 Other South Pacific 16 2 10 Near/Middle East 8 2 5 Mexico 3 ** 2 West Indies/Caribbean 2 ** 1 Pleasure Travel Markets to North America - Australia 1988 - 36 - TABLE 23 KEY DESTINATIONS WOULD MOST LIKE TO VISIT BY DEMOGRAPHICS WOULD MOST LIKE TO VISIT Canada U.S. Other Hawaii/ U.S. Main- Guam/ Total total land Samoa Total respondents (100%) 1503 103 236 203 33* 1158 % % % % % % Sex Male k9 k3 60 © 52 46 Female 51 57 40 39 48 54 A R e 18 - 24 years 13 6 17 A 18 13 25 - 34 years 23 18 29 © 18 23 35 - 44 years 22 23 23 23 24 22 45 - 5k years 17 1?\ 12 13 9 17 55 - 6k years 15 18 13 12 18 14 65 years or over 11 ^y 6 5 12 11 Marital status Single 22 X 26 27 21 22 Married 66 @ 66 66 Gk 65 Living together 2 1 2 2 3 2 Divorced/separated/ widowed 10 13 7 6 12 10 Occupation Owner k 3 k k 3 4 Manager/executive 7 8 6 6 6 7 Professional/technical 20 16 20 21 12 20 Clerical/sales 17 19 18 16 27 17 Skilled worker 12 11 17 18 9 11 Unskilled worker 5 5 7 7 9 5 Student 5 1 5 5 6 5 Retired 13 12 9 7 15 13 Homemaker 16 © 13 13 9 16 City Sydney kO 43 38 37 46 40 Melbourne 29 27 31 31 33 29 Brisbane 10 16 9 9 6 10 Adelaide 9 7 9 9 6 10 Perth 11 8 14 14 9 11 Note: Circled numbers represent those referred to in the main text * Note: small base Pleasure Travel Markets to North America - Australia 1988 - 37 - TABLE 23 (cont'd) KEY DESTINATIONS WOULD MOST LIKE TO VISIT BY DEMOGRAPHICS Total respondents (10096) Education Primary Technical/commercial Secondary/high school University/post graduate Life cycle Live alone Living with one adult Single with children Couple with children Other Living arrangement Live alone Living with children Living without children Mean no. of adults 18 years or over Whether any children under 18 years in household Yes No Household income in Australian dollars (1987/88 financial year) Under $20,000 $20,000 - 29,999 $30,000 - 39,999 $10,000- 49,999 $50,000+ Refused WOULD MOST LIKE TO VISIT ... Canada U.S. Hawaii/ Other U.S. Main- Guam/ Total total land Samoa 1503 103 236 203 33* 1158 % % % % % % 5 7 4 4 6 4 27 32 27 28 21 36 46 46 51 49 61 45 23 15 18 19 21 15 10 8 8 6 15 11 30 30 28 28 27 30 7 4 9 8 9 7 33 35 36 38 27 32 21 23 20 20 21 21 10 8 8 6 15 11 41 40 46 48 36 39 49 52 46 46 49 50 2.4 2.5 2.4 2.4 2.4 2.4 41 40 46 48 36 39 59 60 54 52 64 61 16 13 10 11 6 17 16 15 13 14 13 16 16 15 22 22 22 15 13 16 13 12 19 13 24 26 25 26 22 23 16 16 16 16 19 16 Note: Circled numbers represent those referred to in the main text * Note: small base Pleasure Travel Markets to North America - Australia 1988 38 3.2 Likelihood of visiting place would most like to visit Overall, 30% of respondents said that it was either definitely or very likely that they would travel in the next two years to the destination they named as the one they would most like to visit. A higher number (43%) said that it would be unlikely for them to do so. This may in part be a reflection of Australia's remoteness from such favoured destinations as Europe and North America. The likelihood of traveling to the named destination was marginally lower among people who named Canada than it was among those who mentioned other places. (Reference: Table 24) TABLE 24 LIKELIHOOD OF VISITING THE ONE PLACE WOULD MOST LIKE TO VISIT WOULD MOST LIKE TO VISIT ... Total respondents named a destination (100%) Definitely (X5) Very likely (X4) Likely (X3) Might or might not (X2) Not likely (XI) Canada U.S. Other Hawaii / U.S. Main - G uam/ Total total land S amoa 1496 89 224 203 33* 705 % % % % % % 17' 10" 21] 21] 21] 171 30 22 33 33 30 13 12 12. 12_ 9_ 13. 14 14 11 12 6 15 13 14 14 13 21 13 43 51 42 41 42 42 30 Mean 2.5 2.2 2.6 2.6 2.5 2.5 * Note: small base Pleasure Travel Markets to North America - Australia 1988 - 39 - 3.3 Places in U.S./Canada Australians might go on vacation In order to obtain a measure of awareness of specific vacation destinations within Canada and the U.S., respondents were asked to name: 1. Five places that people might go on vacation (unaided) 2. Three other places that people might go on vacation (this time aided by a map) The above questions were asked separately for Canada and the U.S. In the data processing stage, answers were coded exactly as given by respondents and a full listing is available under separate cover. For the purposes of the main computer tables and this report, however, responses were grouped and reported for the following categories: Canada - 10 provinces and two territories - Any specific location with 50 or more mentions U.S. - Top states - 1 1 census divisions (see Appendix III) - Eight travel regions (see Appendix III) - Any specific location with 75 or more mentions For example, answers grouped into "California" would include any mentions of California plus any mentions of Los Angeles, Yosemite National Park, Disneyland, and so on. A respondent naming both Los Angeles and San Francisco, though, would only count as one California mention. A similar coding scheme was also followed for all of the remaining questions in this section of the report. When asked on an unaided basis to name destinations in the U.S. and Canada to which people might go on a vacation, most respondents (99%) mentioned at least one place in the U.S., and at least one place in Canada (91%). On a total unaided and aided basis, virtually all respondents mentioned a place in both the U.S. and Canada. (Reference: Table 25) Pleasure Travel Markets to North America - Australia 1988 - 40 - TABLE 25 WHETHER OR NOT RESPONDENT NAMED ANY PLACES PEOPLE MIGHT GO ON A VACATION Total respondents (100%) Canada Yes No U.S. Yes No 5 places people might go on vacation (unaided) 3 more places people might go on vacation (aided) Total unaided and aided mentions 1503 % 1503 % 1503 % 91 9 97 3 99 1 99 1 98 2 100 Specific results for awareness of vacation destinations were as follows: Canada - On an unaided basis, the most frequently named destinations were in Ontario (72%), British Columbia (68%), Quebec (67%) and Alberta (44%). Specific destinations with the highest level of unaided mentions were Vancouver (48%) and Montreal (43%). Quebec City (33%), Toronto (31%), Niagara Falls (27%), and Calgary (27%) were the next most frequent mentions. - On a total unaided and aided basis, destinations in British Columbia (Z5%), Ontario (84%), Quebec (83%), and Alberta (61%) continued to be the top mentions, followed by the Yukon (35%). Specific destinations repeated essentially the same order as seen on an unaided basis, namely Vancouver (61%), Montreal (53%), Quebec City (46%), Niagara Falls (45%), Toronto (37%) and Calgary (36%). (Reference: Table 26A) Pleasure Travel Markets to North America - Australia 1988 - 41 - U.S. - On an unaided basis, mentions were heavily skewed towards destinations in California (91%) and New York (70%). The next most frequent mentions were destinations in Arizona (29%) and Florida (28%). The main specific mentions in California were Disneyland (40%), Los Angeles (38%) and San Francisco (35%). The mentions of New York were largely attributable to mentions of New York City (61%). In Arizona, the main attraction was Grand Canyon National Park (26%). On a total unaided and aided basis, almost all respondents (96%) mentioned at least one California destination. Also mentioned frequently were destinations in New York (2,0%), Florida (53%) and Arizona (45%). The specific destinations mentioned most frequently followed the same pattern as seen on an unaided basis. In California, the top mentions were Disneyland (46%), Los Angeles (41%) and San Francisco (41%). Also important to their respective states were New York City (69%) and Grand Canyon National Park (34%). (Reference: Table 26B) Pleasure Travel Markets to North America - Australia 1988 - 42 - TABLE 26A VACATION DESTINATIONS IN CANADA - AWARENESS Total respondents mentioned a place (100%) Provinces and Territories Newfoundland/Labrador P.E.I. Nova Scotia New Brunswick Quebec Ontario Manitoba Saskatchewan Alberta British Columbia Yukon Northwest Territories Specific Destinations Vancouver Montreal Quebec City Toronto Niagara Falls Calgary Rocky Mountains Banff National Park Great Lakes Ottawa Vancouver Island Winnipeg Edmonton Victoria Jasper National Park Klondike National Park Queen Charlotte Island 5 places 3 more people places people Total might go on might go unaided vacation on vacation and aided (unaided) (aided) mentions 1368 1459 1495 % % % 7 18 24 3 6 9 6 15 20 1 2 3 67 35 83 72 hi 84 7 9 15 5 11 14 44 34 61 68 46 85 9 29 35 5 8 12 4S 18 61 43 14 53 33 17 46 31 9 37 27 21 45 25 13 36 23 1 22 15 6 20 14 2 15 11 7 17 6 7 12 5 5 10 5 6 11 3 2 4 3 5 7 1 9 9 - 5 5 Pleasure Travel Markets to North America - Australia 1988 - 43 - TABLE 26B VACATION DESTINATIONS IN THE U.S. - AWARENESS Total respondents mentioned a place (100%) Top States California New York Arizona Florida Washington D.C. Texas Nevada Hawaii Louisiana Colorado Illinois Massachusetts Washington Pennsylvania 8 Travel Regions Travel South Visit U.S. West New England Old West Trail Foundation America's Heartland Foremost West George Washington Country Great Lakes 5 places 3 more people places people Total might go on might go unaided vacation on vacation and aided (unaided) (aided) mentions 1485 1476 1500 % % % 91 34 96 70 16 &0 29 18 45 28 28 53 22 17 39 \7 20 36 17 11 27 15 7 21 13 10 23 7 12 19 7 3 10 7 2 12 » 6 10 3 6 S 44 52 75 96 63 98 12 10 20 11 16 25 16 18 32 42 43 69 26 25 47 11 9 19 * Less than 0.5% Pleasure Travel Markets to North America - Australia 1988 - 44 - TABLE 26B (cont'd) VACATION DESTINATIONS IN THE U.S. - AWARENESS 5 places 3 more people places people Total might go on might go unaided vacation on vacation and aided (unaided) (aided) mentions Total respondents mentioned a place (100%) 1*85 1476 1500 % % % 11 Census Divisions West North Central k 8 11 East South Central 4 11 14 New England 12 10 20 Middle Atlantic 71 21 82 Middle Atlantic (excluding New York) 4 6 9 East North Central 10 9 18 South Atlantic 49 50 78 South Atlantic (excluding Florida) 27 28 50 West South Central 30 32 5i+ Mountain 53 51 79 Pacific 93 46 98 Pacific (excluding California) 8 16 22 Pacific Islands 15 7 21 Atlantic Islands * * * Specific Destinations New York City 61 10 69 Disneyland 40 7 46 Los Angeles 38 4 41 San Francisco 35 6 41 Grand Canyon National Park 26 9 34 Las Vegas 15 5 20 New Orleans 12 7 19 Hollywood 9 1 10 Yellowstone National Park 9 8 16 Niagara Falls 8 5 13 Miami 7 4 11 Rockies 7 4 11 Chicago 6 3 9 Boston 6 5 11 Yosemite National Park 4 4 7 San Diego 4 2 6 * Less than 0.5% Pleasure Travel Markets to North America - Australia 1988 - 45 - 3.4 Places in U.S./Canada ever visited and visited in past 3 years Considering the long distances involved, a relatively high proportion of respondents had visited destinations in North America at some time. About one-third (34%) had been to the U.S. while 18% had been to Canada. The incidence of visitation in the past three years was somewhat lower at 17% for the U.S., and only 8% for Canada. (Reference: Table 27) Respondents were asked to name the places they had ever visited in Canada and the U.S., as well as those they had visited in the past three years. Not surprisingly the responses to these two questions tended to be correlated. The comments that follow relate to the destinations visited in the past three years as these would presumably better reflect current tastes of Australian travelers: Canada - Among respondents who had traveled to Canada in the past three years, the most popular destinations were in British Columbia (75%, mainly Vancouver). Next in line were Alberta (51%, mainly Banff National Park and Calgary), and Ontario (49%, mainly Toronto and Niagara Falls). (Reference: Table 28A) U.S. - The state most visited in the past three years was California (85%, mainly Los Angeles, San Francisco and Disneyland). New York (41%, mainly New York City) was the next most popular state, followed by Hawaii (25%). (Reference: Table 28B) TABLE 27 VISITED CANADA OR U.S. - EVER OR IN PAST THREE YEARS Total respondents (100%) Canada Ever visited Visited in past three years Total 1503 % U.S. Ever visited Visited in past three years 34 17 Pleasure Travel Markets to North America - Australia 1988 - 46 - TABLE 28A VACATION DESTINATIONS IN CANADA - WHETHER VISITED Total respondents visited Canada (100%) Provinces and Territories Newfoundland/Labrador P.E.I. Nova Scotia New Brunswick Quebec Ontario Manitoba Saskatchewan Alberta British Columbia Yukon Northwest Territories Specific Destinations Vancouver Banff National Park Niagara Falls Toronto Montreal Calgary Vancouver Island Rocky Mountains Jasper National Park Quebec City Ottawa Victoria Edmonton Visited in Ever past 3 visited years 266 117 % % t 2 2 3 7 3 t 1 40 25 57 49 5 1 6 4 52 51 77 75 4 2 2 - 64 63 33 33 35 27 35 30 33 17 31 30 21 17 17 13 16 IS 15 12 10 9 9 9 6 5 Pleasure Travel Markets to North America - Australia 1988 - 47 - TABLE 28B VACATION DESTINATIONS IN THE U.S. - WHETHER VISITED Total respondents visited the U.S. (100%) Top States California New York Arizona Nevada Hawaii Florida Washington D.C. Louisiana Texas Colorado Washington Illinois Massachusetts Pennsylvania 8 Travel Regions Travel South Visit U.S. West New England Old West Trail Foundation America's Heartland Foremost West George Washington Country Great Lakes Visited in Ever past 3 visited years 502> 250 % % 85 85 52 Ul 26 17 25 21 2<4 25 22 in 19 13 15 9 13 10 11 8 10 6 10 8 10 10 8 5 39 26 88 89 16 13 9 7 18 12 38 27 27 IS 17 13 * Less than 0.5% Pleasure Travel Markets to North America - Australia 1988 - 48 - TABLE 28B (cont'd) VACATION DESTINATIONS IN THE U.S. - WHETHER VISITED Total respondents visited the U.S. (100%) 1 1 Census Divisions West North Central East South Central New England Middle Atlantic Middle Atlantic (excluding New York) East North Central South Atlantic South Atlantic (excluding Florida) West South Central Mountain Pacific Pacific (excluding California) Pacific Islands Atlantic Islands Visited in Ever past 3 visited years 508 250 % % 7 7 7 4 16 13 53 42 9 6 16 13 *1 28 27 19 23 15 47 36 87 88 14 33 24 - * 1 Specific Destinations San Francisco New York City Los Angeles Disneyland Grand Canyon National Park Las Vegas New Orleans San Diego Boston Chicago Niagara Falls Yellowstone National Park Yosemite National Park Miami Hollywood Rockies Dallas 45 37 44 34 44 43 26 26 19 12 18 16 14 9 10 10 9 9 8 7 8 4 6 3 6 4 5 2 4 4 4 3 3 3 Pleasure Travel Markets to North America - Australia 1988 - 49 - 3.5 Places in U.S./Canada most interested in visiting/revisiting As another measure of vacation destinations in Canada and the U.S., respondents were asked to name the three places that they were most interested in visiting or revisiting. These questions were designed to provide an indication of the potential travel market to North America. Nearly all respondents named at least one place in Canada (96%) or the U.S. (97%) that they were interested in visiting. (Reference: Table 29) Although the first choice is also reported in the tables, the following figures relate to the three destinations of greatest interest: Canada - The provinces which respondents were most interested in visiting or re-visiting were British Columbia (61%), Ontario (55%), Quebec (51%) and Alberta (35%). These figures indicate more interest in Quebec and less interest in Alberta than was reflected in the destinations actually visited in the past three years (cf. Table 28A). B.C.'s strength came mainly from Vancouver (35%); Ontario's strength came primarily from Niagara Falls (27%) and Toronto (16%); Quebec's strength came from Montreal (27%) and Quebec City (21%). (Reference: Table 30A) U.S. - In terms of interest, California (71%) dominated all states, with New York (46%) in second place. These were also the states most likely to have been actually visited (see Table 28B). New York City (38%) was the specific destination most likely to be named, followed by Disneyland (22%), San Francisco (18%), Los Angeles (18%), and Grand Canyon National Park (17%). (Reference: Table 30B) TABLE 29 WHETHER OR NOT NAMED ANY PLACES INTERESTED IN VISITING Total respondents (100%) 1503 % Canada Yes 96 No k U.S. Yes 97 No 3 Pleasure Travel Markets to North America - Australia 1988 - 50 - TABLE 30A VACATION DESTINATIONS IN CANADA - INTEREST IN VISITING Total respondents providing choices (100%) Provinces and Territories Newfoundland/Labrador P.E.I. Nova Scotia New Brunswick Quebec Ontario Manitoba Saskatchewan Alberta British Columbia Yukon Northwest Territories Specific Destinations Vancouver Niagara Falls Montreal Rocky Mountains Toronto Quebec City Banff National Park Calgary Vancouver Island Great Lakes Ottawa Edmonton Jasper National Park Klondike National Park * Less than 0.5% First Top three choice choices 1448 1448 % % 2 7 2 4 2 8 * 1 17 51 26 55 * 3 1 4 14 35 29 61 5 17 1 5 14 35 13 27 9 27 7 13 6 16 6 21 6 13 5 15 2 5 2 6 1 4 1 3 1 3 1 4 Pleasure Travel Markets to North America - Australia 1988 - 51 - TABLE 30B VACATION DESTINATIONS IN THE U.S. - INTEREST IN VISITING Total respondents providing choices (100%) Top States California New York Arizona Hawaii Florida Louisiana Washington D.C. Texas Colorado Nevada Washington Massachusetts Pennsylvania Illinois 8 Travel Regions Travel South Visit U.S. West New England Old West Trail Foundation America's Heartland Foremost West George Washington Country Great Lakes * Less than 0.5% First Top three choice choices 1463 1463 % % 37 71 IS 46 7 20 5 12 5 20 4 11 3 12 2 8 2 7 2 8 1 3 1 5 1 3 * 3 11 36 50 84 3 8 3 9 4 13 12 33 4 16 1 5 Pleasure Travel Markets to North America - Australia 1988 - 52 - TABLE 30B (cont'd) VACATION DESTINATIONS IN THE U.S. - INTEREST IN VISITING Total respondents providing choices (100%) 1 1 Census Divisions West North Central East South Central New England Middle Atlantic Middle Atlantic (excluding New York) East North Central South Atlantic South Atlantic (excluding Florida) West South Central Mountain Pacific Pacific (excluding California) Pacific Islands Specific Destinations New York City Disneyland San Francisco Los Angeles Grand Canyon National Park New Orleans Niagara Falls Yellowstone National Park Las Vegas San Diego Yosemite National Park Hollywood Boston Rockies Miami First Top three choice choices 1463 1463 % % 1 3 1 4 3 S 18 43 1 3 1 4 9 33 4 16 6 19 7 40 40 76 3 8 5 12 15 33 11 22 7 18 7 IS 6 17 4 10 2 5 2 6 5 2 3 3 5 4 - 3 * Less than 0.5% Pleasure Travel Markets to North America - Australia 1988 _ 53 - 3.6 Summary of awareness, interest and visitation A summary of awareness, interest and visitation is provided in Tables 31A and 31B. In general, awareness and interest levels followed patterns similar to each other, except that the figures for interest tended to be somewhat lower. This would be partly attributable to the fact that they were based on only three mentions per respondent, while the awareness figures were based on up to five mentions per respondent. Visitation was a somewhat different story, however. In Canada, British Columbia and Alberta were visited more often than would be predicted from their awareness and interest levels, while Quebec was visited less often. This might reflect some hesitation in visiting a predominantly French speaking destination, but is more likely a result of distance. In the U.S., the destinations that were visited more than "predicted" were also the ones closer to Australia, namely California, Nevada and Hawaii. (Reference: Tables 31A and 31B) Pleasure Travel Markets to North America - Australia 19S8 - 54 - TABLE 31A SUMMARY OF AWARENESS, INTEREST AND VISITATION - CANADA Total respondents mentioned a place (100%) Provinces and Territories Newfoundland/Labrador P.E.I. Nova Scotia New Brunswick Quebec Ontario Manitoba Saskatchewan Alberta British Columbia Yukon Northwest Territories Specific Destinations Vancouver Montreal Quebec City Toronto Niagara Falls Calgary Rocky Mountains Banff National Park Great Lakes Ottawa Vancouver Island Winnipeg Edmonton Victoria Jasper National Park Klondike National Park 5 places Top 3 people places might go interested Visited in on vacation in past 3 (unaided) visiting years 1368 1448 117 % % % 7 7 2 3 4 3 6 8 3 1 1 1 67 51 25 72 55 49 7 3 1 5 4 4 44 35 51 68 61 75 9 17 2 5 5 - *8 35 63 43 27 17 33 21 12 31 16 30 27 27 27 25 15 30 23 13 IS 15 13 33 14 6 - 11 4 9 6 5 17 5 - - 5 3 5 3 - 9 3 3 IS 1 4 - Pleasure Travel Markets to North America - Australia 1988 - 55 - TABLE 31B SUMMARY OF AWARENESS, INTEREST AND VISITATION - U.S. 5 places Top 3 people places might go interested Visited in on vacation in past 3 (unaided) visiting years Total respondents mentioned a place (100%) 1485 1463 250 % % % Top States California 91 71 85 New York 70 46 41 Arizona 29 20 17 Florida 28 20 14 Washington D.C. 22 12 13 Texas 17 8 10 Nevada 17 S 21 Hawaii 15 12 25 Louisiana 13 11 9 Colorado 7 7 8 Illinois 7 3 8 Massachusetts 7 5 10 Washington 4 3 6 Pennsylvania 3 3 5 8 Travel Regions Travel South M 36 26 Visit U.S. West 96 84 89 New England 12 S 13 Old West Trail Foundation 11 9 7 America's Heartland 16 13 12 Foremost West 42 33 27 George Washington Country 26 16 18 Great Lakes 11 5 13 * Less than 0.5% Pleasure Travel Markets to North America - Australia 1988 56 - TABLE 31B (cont'd) SUMMARY OF AWARENESS, INTEREST AND VISITATION - U.S. 5 places Top 3 people places might go interested Visited in on vacation in past 3 (unaided) visiting years Total respondents mentioned a place (100%) 1485 1463 250 % % % 1 1 Census Divisions West North Central 4 3 7 East South Central 4 4 4 New England 12 8 13 Middle Atlantic 71 48 42 Middle Atlantic (excluding New York) 4 3 6 East North Central 10 4 13 South Atlantic 49 33 28 South Atlantic (excluding Florida) 27 16 19 West South Central 30 19 15 Mountain 53 40 36 Pacific 93 76 %Z Pacific (excluding California) 8 S 33 Pacific Islands 15 12 - Atlantic Islands * - 1 Specific Destinations New York City 61 38 34 Disneyland 40 22 26 Los Angeles 38 18 43 San Francisco 35 18 37 Grand Canyon National Park 26 17 12 Las Vegas 15 5 16 New Orleans 12 10 9 Hollywood 9 3 3 Yellowstone National Park 9 6 4 Niagara Falls 8 5 4 Miami 7 3 2 Rockies 7 4 3 Chicago 6 - 7 Boston 6 5 9 Yosemite National Park 4 3 4 San Diego 4 2 10 Dallas - - 3 * Less than 0.5% Pleasure Travel Markets to North America - Australia 1988 - 57 - 3.7 Level of interest in visiting/revisiting U.S./Canada in next 5 years As an additional measure of vacation potential, respondents were asked how interested they were in visiting or revisiting Canada and the U.S. in the next 5 years. The results were encouraging as 70% were interested in Canada, including 29% who were very interested. Even more respondents (74%) were interested in the U.S., including 39% who were very interested. INTEREST IN VISITING CANADA OR U.S. Total respondents (100%) Very interested Somewhat interested Not interested Canada 1503 % 29" H 30 70 U.S. 1503 % 39" 35. 26 74 Mean 2.0 2.1 Pleasure Travel Markets to North America - Australia 1988 - 58 - 4. SEGMENTATION OVERVIEW One of the main objectives of this study was to segment* the target travel market on an attitudinal, motivational and product wants/needs basis. This was necessary to achieve a better understanding of international travelers so that sound information, beyond demographics and behavioral characteristics, could be gathered for marketing purposes. A total of three separate segmentation analyses were performed for this study, each relating to a different series of ratings items as follow: Travel philosophy segmentation - Based on a series of 25 agree-disagree statements relating to how people think about travel in an overall sense as well as how they prefer to travel. The statements took in a variety of issues ranging from making travel arrangements to preferences for different kinds of trips. Benefit segmentation - Based on the importance ratings of a series of 30 items relating to reasons people might want to go on vacation and to experiences they might be looking for. Product segmentation - Based on the importance ratings of 52 different activities, features, and amenities that are important in the selection of a vacation destination. The main benefit of any segmentation analysis is that different segments with varying characteristics are identified, so that from a marketing standpoint it becomes possible to appeal to the actual needs and wants associated with each segment. In other words, since each segment has a different value structure a different marketing strategy is appropriate and can be developed for each one. * The segmentation was accomplished using a K-means cluster analysis which is a multivariate statistical analysis technique that divides the market into groups or clusters of respondents sharing similar profiles. The clusters are developed so that respondents within a given segment are as similar as possible to each other, while respondents in different segments are as different as possible from each other. Segmentation, or cluster, analysis is typically performed on respondent ratings on a series of statement or attribute items presented to them. Accordingly, each respondent has a profile as revealed by their response to the various ratings items. Since it is a multivariate technique, cluster analysis simultaneously considers each respondent's ratings of each item (i.e. each respondent's overall pattern of response) in assigning that respondent to a particular cluster group or segment. Pleasure Travel Markets to North America - Australia 1988 - 59 - Furthermore, it is usual for the segments to range from high to low marketing potential, so that the main effort can be directed towards the high potential segments as a means of increasing the overall efficiency of marketing activity. The key advantages of performing three separate segmentations as done in this study are: 1. It provides three different views of the thought processes of international travelers. 2. It becomes possible to cross-profile one set of segment solutions with each of the other two sets. With respect to this latter point, a standard procedure in any segmentation analysis is to profile the resulting segments in terms of key demographic and behavioural data as a means of better understanding each particular group. Cross-profiling against the other sets of segment solutions gives further insight regarding the make-up of each group and enables better strategic planning for marketing development and policy purposes. For the purposes of this report, the product segments form the marketing framework on which the analysis is based. Since these segments describe what products travelers from different countries want, they are therefore the most useful in indicating which products Canada and the U.S. should develop and market to appeal to their tastes. The other two segment approaches, travel philosophy and benefit, are also useful in their own right, and in this report they are used to profile the travelers in each of the product segments. In other words, in the same way that variables such as sex and age can be used to describe the product segments demographically, so too can travel philosophy and benefit segments be used to describe the product segments attitudinally. This information is presented first by describing the travel philosophy and benefit segments, followed by the product segments, followed by a profile of the latter against the first two. It should be emphasized that this approach is only one of several that are possible. For example, some readers might begin with the benefit segments to form a marketing framework, and then use the travel philosophy and product segment as the profiling variables. This type of approach would be equally valid as the one used in this report, and potentially more useful for some other applications. It is important to point out that the segmentation analyses performed are obviously based on the respondents in the sample i.e. the target long haul travel market. As this target market represents about 35% of the total adult population, it is a somewhat narrowly defined segment in itself. The analyses performed here are an attempt to further segment that particular market, and the results should certainly not be extrapolated to the population of Australia as a whole. In the following sections of this report, an understanding of what each segment depicts is provided by presenting the statements for each segment with the highest and lowest deviations from the overall mean (for that particular statement). For example, if a segment had a mean rating of 3.5 on a specific statement and the total sample had a mean rating of 3.0, then the deviation from the overall mean for that statement would be +0.5. Pleasure Travel Markets to North America - Australia 1988 - 60 - These deviations show what tends to be important to a specific segment. Furthermore, deviations may show that a specific segment includes more than one type of interest. It should be noted that a high positive deviation does not necessarily mean that an attribute is important in an absolute sense, but rather that it distinguishes a particular segment in a relative sense. Similarly, an attribute of uniformly high importance to all groups would not appear as a differentiating variable in terms of deviations from the mean. The deviations therefore serve only to differentiate the segments on a relative basis. Pleasure Travel Markets to North America - Australia 1988 - 61 - 5. TRAVEL PHILOSOPHY SEGMENTATION As noted in the previous section, the approach taken in this report is to treat the product segmentation as the primary segmentation solution, and to use the philosophy and benefit segments as profiling variables. In order to lay the framework for this analysis, the philosophy and benefit segmentations will be discussed first. 5.1 Overview The philosophy segmentation was based on a series of 25 statements relating to how people think about travel in an overall sense as well as how they prefer to travel. The statements took in a variety of issues ranging from making travel arrangements to preferences for different kinds of trips. Respondents were asked on a 4-point scale how much they agreed or disagreed with each statement in order to obtain an overall profile of their travel attitudes or philosophy. Before looking at the segmentation results themselves, it is worthwhile examining the general tendencies of Australian long haul pleasure travelers based on their overall mean scores on the four point scale used. Respondents seemed strongly disposed towards travel in that they thought money spent on travel was well spent (mean score of 3.6). They were not extravagant, however, as they believed that value for vacation money (3.6), and inexpensive travel to the destination (3.2) were important considerations. They did not have to spend a lot of money to enjoy a vacation (3.1), and often traveled on reduced fares (2.9). New and different destinations tended to be of relatively high interest as respondents preferred to travel from place to place (3A) rather than to stay put (2.0). They also liked to go to different places on each trip (3.1), rather than to places they had been to before (2.2). In keeping with this overall positive orientation towards travel, respondents also tended to enjoy making their own travel arrangements (3.1), preferably before leaving (3.3), and disagreed that making arrangements were such a bother they would rather not travel (1.6). (Reference: Table 32) Pleasure Travel Markets to North America - Australia 1988 - 62 - 5.2 Segments The segmentation analysis yielded a total of three travel philosophy segments. FIGURE 5 TRAVEL PHILOSOPHY SEGMENTS GUARDED 32%) BUDGET INDEPENDENT (35%) ■TOURING PACKAGE (33%) Based on total sample of 1,503 respondents As noted earlier, these are best understood by examining the statements for each segment having the highest and lowest deviations from the overall mean for a statement. It should be remembered that these deviations provide a relative rather than an absolute comparison of the various segments. The following are brief descriptions of the travel philosophy segments relative to each other: Budget Independent traveler (35%) - The travelers in this group differ from the other two groups in that they enjoy making their own travel arrangements, preferably as they go along. They tend to stay away from package vacations and guided tours, preferring not to rely on travel agents and co-travelers for their arrangements. At the same time, these travelers have a preference for travel at a reduced cost. They do not feel it is worth paying for luxuries. Inexpensive travel to their destination and reduced air fares are therefore important considerations to this group. Pleasure Travel Markets to North America - Australia 19SS - 63 - Touring Package traveler (33%) This group shows a preference for traveling on packages and guided tours. They are also interested in seeing different places on each trip, as well as in traveling from place to place rather than staying put. Package travel presumably provides a convenient way of satisfying these needs. They also prefer having someone else (either a co-traveler or travel agent) make their arrangements for them, as well as having their arrangements made before they travel. Guarded traveler (32%) This segment has a somewhat guarded approach to travel. They would just as soon spend their money on things other than travel. When they do travel they like to stay put in their destination rather than travel from place to place. They tend to choose destinations to which they have already been, and where people speak a familiar language. They are generally not interested in making their own travel arrangements. Their interest in package travel therefore seems to be its promise of a simple, low-risk vacation. (Reference: Table 33) Pleasure Travel Markets to North America - Australia 19SS - 64 - In order to provide a visual representation of the differences among travel philosophy segments, a discriminant map of the results was produced. For a description of how to interpret a discriminant map see Appendix V. The two dimensions shown in the discriminant map accounted for 94% of the variance in the differences among the segment groups. For the sake of clarity only the most important attributes (i.e. the ones with the most discriminating ability) are shown on the map. To the left of the map is the Budget Independent group associated with such attributes as "enjoy making own travel arrangements", "make arrangements as I go along", "usually travel on reduced fares", and "inexpensive travel to destination is important".. The Touring Package group is situated in the top right of the map in between such attributes as "like different places on each vacation", "like to travel from place to place" and "prefer guided tours on overseas trips", "usually buy vacation packages". The Guarded group is near the bottom of the map associated with such attributes as "choose vacation places been before", "like to stay put in destination", "rather spend money on other things", and "making travel arrangements are a bother". (Reference: Figure 6) Pleasure Travel Markets to North America - Australia 198S - 65 o en H Z S o en O en O s > »: H O fa Pu H Note: Circled numbers represent those referred to in the main text * Less than 0.5% 25 59 package only All-inclusive guided tour Guided tour only 30 14 5 20 4 5 ® 7 31 7 4 Where booked Travel agent Airline Direct with hotel etc. Tour company/holiday com pany 86 14 10 2 81 Ik @ 10 3 3 85 15 7 1 Pleasure Travel Markets to North America - Australia 1988 77 - TABLE 35 (cont'd) TRAVEL PHILOSOPHY SEGMENTS TRAVEL CHARACTERISTICS TRAVEL PHILOSOPHY SEGMENT Total respondents took long haul trip (100%) Number of months before leaving - decided on destination 2 months or less Over 2 months - 4 months Over 4 months - 6 months Over 6 months - 8 months Over 8 months Number of months before leaving - trip was booked Budget Touring Independent Package Guarded Total traveler traveler traveler 1158 409 402 341 % % % % 33 33 25 © 17 16 17 18 23 23 27 19 H 4 6 3 23 24 25 20 1 month or less 29 Over 1 month - 2 months 22 Over 2 months - 3 months 16 Over 3 months - 4 months 9 Over 4 months 24 Total trips to U.S. taken by respondents (100%) 250 % Mode of transportation used within the U.S. Plane 78 Rented car 41 Bus (between cities) 36 Public transportation (within cities) 33 Private car 29 Train 19 Boat 7 Camper or RV 2 Total trips to Canada taken by respondents (100%) 108 % Mode of transportation used within Canada Plane 48 Private car 37 Public transportation (within cities) 26 Bus (between cities) 26 Train 25 Rented car 24 Boat 12 Camper or RV 4 35 19 16 8 22 105 % 44 % 20 22 17 § 76 % 72 3S 39 31 29 13 6 1 34+ % 32 26 13 10 18 69 33 26 2S 30 23 3 1 30 H + Note: small base Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Australia 1988 78 - TABLE 36 TRAVEL PHILOSOPHY SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - CANADA TRAVEL PHILOSOPHY SEGMENT Total respondents (100%) Provinces and Territories Newfoundland/Labrador P.E.I. Nova Scotia New Brunswick Quebec Ontario Manitoba Saskatchewan Alberta British Columbia Yukon Northwest Territories Specific Destinations Vancouver Montreal Niagara Falls Quebec City Toronto Calgary Banff National Park Rocky Mountains Great Lakes Vancouver Island Klondike National Park Ottawa Budget Touring Independent Package Guarded Total traveler traveler traveler 1503 515 495 484 % % % % 7 10 5 5 k 5 5 2 8 10 6 7 1 1 2 1 51 47 51 55 55 53 56 55 3 3 3 4 4 3 5 4 35 32 34 38 61 65 53 61 17 18 IS 15 5 6 3 4 35 33 34 39 27 23 27 31 27 25 2S 28 21 19 22 24 16 16 14 19 15 13 14 IS 13 \n 15 10 13 12 16 12 6 7 6 6 5 7 4 5 4 4 5 4 4 It 4 5 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Australia 1988 - 79 TABLE 37 TRAVEL PHILOSOPHY SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - U.S.A. TRAVEL PHILOSOPHY SEGMENT Total respondents (100%) Top States California New York Florida Arizona Hawaii Washington D.C. Louisiana Texas Nevada Colorado Massachusetts Washington Illinois Pennsylvania 8 Travel Regions Travel South Visit U.S. West New England Old West Trail Foundation America's Heartland Foremost West George Washington Country Great Lakes Budget Touring Independent Package Guarded Total traveler traveler traveler 1503 515 495 484 % % % % 71 65 75 73 46 49 41 48 20 18 23 18 20 22 21 17 12 9 13 13 12 9 15 12 11 13 11 8 8 7 8 9 8 7 10 6 7 8 5 7 5 6 4 5 3 2 2 5 3 2 3 3 3 2 2 3 36 33 39 34 84 81 86 84 8 11 5 8 9 11 10 6 13 15 13 10 33 36 33 30 16 12 18 18 5 5 4 6 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Australia 1988 80 - TABLE 37 (cont'd) TRAVEL PHILOSOPHY SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - U.S.A. TRAVEL PHILOSOPHY SEGMENT Total respondents (100%) 1 1 Census Divisions West North Central East South Central New England Middle Atlantic Middle Atlantic (excluding N.Y.) East North Central South Atlantic South Atlantic (excluding Florida) West South Central Mountain Pacific Pacific (excluding California) Pacific Islands Atlantic Islands Specific Destinations New York City Disneyland San Francisco Los Angeles Grand Canyon National Park New Orleans Yellowstone National Park Boston Las Vegas Niagara Falls Rockies Yosemite National Park Hollywood Budget Touring Independent Package Guarded Total traveler traveler traveler 1503 515 495 484 % % % % 3 3 3 2 * 3 3 6 8 11 5 8 48 50 42 51 3 3 2 4 4 it 4 6 33 28 39 31 16 12 19 IS 19 21 IS 18 40 43 40 35 76 72 7S 72, 8 11 7 S 12 9 13 13 * 1 - - 38 42 33 40 22 20 26 21 IS 17 20 IS IS IS 19 17 17 19 17 14 10 12 10 7 6 7 S 4 5 5 4 5 5 5 7 4 5 4 6 4 tt 6 4 3 3 4 5 2 3 2 3 5 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Australia 1988 - 81 - TABLE 38 TRAVEL PHILOSOPHY SEGMENTS MEDIA READERSHIP TRAVEL PHILOSOPHY SEGMENT Total respondents (100%) Top 5 daily newspapers Sydney Morning Herald The Age The Sun Daily Telegraph The Herald Western Australian Top 5 Sunday papers Sun-Herald Sunday Telegraph Sunday Mail Weekend Australian Sunday Times Top 5 weekly magazines New Idea TV Week Woman's Day Bulletin/Newsweek Time Top 5 monthly magazines Australian Women's Weekly Reader's Digest House and Garden Better Homes and Gardens Family Circle Budget Tourir ig Independent Package Guarded Total traveler traveler traveler 1503 515 495 484 % % % % 21 (27) 18 19 16 IS 13 17 15 10 18 18 13 12 13 14 9 8 11 10 9 8 10 10 22 23 24 20 13 18 19 17 12 11 14 13 9 9 9 6 10 7 11 26 20 34" 26 22 18 IP 24 22 18 13 18 12 14 11 10 10 13 8 8 26 21 31 26 15 15 18 14 12 11 11 12 11 9 13 13 9 8 12 9 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Australia 1988 - 82 - 6. BENEFIT SEGMENTATION 6.1 Overview This segmentation was based on the importance ratings given to a series of 30 items relating to reasons why people might want to go on a vacation, and to experiences sought. In terms of the overall most important benefits, respondents gave high ratings to attributes related to expanding their horizons. These attributes included seeing as much as possible in the time available (3.5), seeing and experiencing a foreign destination (3.5), learning new things, increasing knowledge (3.4), experiencing new and different lifestyles (3.4), trying new foods (3.2), and traveling through places important in history (3.1). The outgoing Australian national character was reflected in the importance of being free to act the way I feel (3.3), having fun/being entertained (3.3), and meeting people with similar interests (3.0). The concept of having a good time, however, was generally not related to doing nothing at all (1.9), nor to more active pursuits such as participating in sports (1.9), roughing it (2.0), or even just watching sporting events (2.0). Another important benefit for travelers was simply getting away from their daily routine. For example, escaping from the ordinary (3.1), getting a change from a busy job (3.0), and getting away from the demands of home (2.9) were highly rated benefits. (Reference: Table 39) Pleasure Travel Markets to North America - Australia 1988 - 83 - 6.2 Segments A total of three benefit segments were identified in the analysis. FIGURE 7 BENEFIT SEGMENTS ■ACTION GETAWAY (33%) EXPERIENTIAL (34%) ■ ^*~-^M^->**^ V SOCIAL SAFETY (33%) Based on total sample of 1,503 respondents The following descriptions indicate the ways in which each group is different from the average: Action Getaway traveler (33%) - This group of respondents is looking for challenging physical activities. They enjoy participating in sports and being physically active. They are not afraid to rough it. Being daring and adventuresome, and finding thrills and excitement are also strong motivational factors. Family related activities do not fit into their travel plans. Part of their overall interest in action and adventure results from a desire to get a change from a busy job. Pleasure Travel Markets to North America - Australia 1988 - 84 - Social Safety traveler (33%) - Travelers in this group have a strong social orientation in terms of the benefits they seek. They like to visit friends, relatives and places their family came from, and they enjoy being together as a family. They also enjoy meeting people with similar interests from outside their family. At the same time they have a conservative outlook on travel. They prefer to travel to places where they feel safe and secure, and are generally not interested in adventure and new experiences. Experiential travelers (34%) - These travelers are mainly interested in the experiences that are offered by the opportunity to travel. These include trying new foods, and new and different lifestyles. Simply seeing and experiencing a foreign destination is of interest to this group, as is traveling through places important in history. In other words, just being in a different country is a reward in itself. (Reference: Table 40) Pleasure Travel Markets to North America - Australia 198S - 85 - 6.3 Segment profiles The following characteristics disproportionately describe each segment: Action Getaway traveler - More likely than average to be: - male - younger (18-34 years) - single (40%) - More likely than average to have: - been interested in visiting the mainland U.S. - traveled in winter (i.e. Australian summer) - taken a resort type trip - traveled alone or with friends who were not girl/boy friends - traveled less by bus within Canada Social Safety traveler - More likely than average to be: - older (55 years or over) - married - retired or a homemaker - lower income - More likely than average to have: - actually visited Europe in the past three years - been most interested in visiting Europe - traveled in summer (i.e. Australian winter) - taken a trip to visit friends or relatives - traveled less by public transportation and trains within Canada Experiential traveler - More likely than average to be: - female - university educated - More likely than average to have: - visited Asia in the past three years - taken a touring trip - traveled with a wife/husband/girl friend/boy friend - used brochures/pamphlets, newspaper/magazine articles, and books/library as sources of planning information - traveled on an all-inclusive guided tour or a flight/accommodation package - booked their trip longer in advance - traveled by public transportation and boat within the U.S. - traveled by boat within Canada (Reference: Tables 41 to 45) Pleasure Travel Markets to North America - Australia 1988 - 86 - Again in order to provide a visual summary of the differences among the segments a discriminant map was produced. The two dimensions shown on the map accounted for all (100%) of the variance in the differences among the segment groups. It should again be noted that only the most important attributes (the ones with the most discriminating ability) are shown on the map. The wide spacing of the three segment groups on the map indicates that they are quite distinct from each other. The Social Safety group is located in the left part of the map strongly associated with attributes relating to friends and family. There is also a strong association with the "safety and security" attribute, and a strong dissociation with the adventure and excitement attributes on the right side of the map. The Action Getaway group is located in the upper right part of the map associated with attributes relating to sports, adventure, and getting away. The Experiential group at the bottom of the map is associated with such attributes as "traveling through important places in history", "experiencing new and different lifestyles", "trying new foods", and "experiencing a foreign destination". (Reference: Figure 8) Pleasure Travel Markets to North America - Australia 1988 - 87 < Z LU cc LU a X LU o cr LL LU CO 1 S s 1 5 cr V "■ a / >■ ? I 53 f u UJ / § * / Q. "- d O a 9 Z z 1- h- £ > > < CO UJ Q > 1 a Z o £ < c/> cr O s cr UJ UJ CO Q UJ 5 O < O Pleasure Travel Markets to North America - Australia 1988 - 88 - 6 A Implications Action Getaway travelers were the group expressing the most interest in visiting the mainland U.S., and they should therefore be regarded as the most promising segment overall. Accordingly, North America should be positioned as a location where it is possible to find sports and physical activities, and opportunities to be daring and adventuresome, traits desired by these respondents. Given this group's willingness to "rough it", the ample wilderness and outdoors opportunities in both Canada and the U.S. (ranging from sightseeing and scenery to white water rafting and mountain climbing) would be well suited to their needs. Not surprisingly this group tends to be male, and younger. The Social Safety segment is an older group more likely than average to travel to visit friends and relatives. It is therefore probably the most difficult group to market towards. In other words, any travel decisions would be influenced by where their friends and relatives are actually located, a situation over which a marketer would have little influence. Experiential travelers represent another promising group. As better educated and discriminating travelers, it would be necessary to convince them that North America offers a different culture, lifestyle and history for them to enjoy. This group currently has a higher than average interest in visiting Europe, so that Canada and the U.S. should be positioned as viable alternatives. Pleasure Travel Markets to North America - Australia 19S8 - 89 - TABLE 39 IMPORTANCE OF BENEFIT STATEMENTS - MEAN SCORES (Maximum possible = 4.0, minimum possible = 1.0) Total Total respondents Seeing as much as possible in the time available Seeing and experiencing a foreign destination Learning new things, increasing knowledge Experiencing new and different lifestyles Being free to act the way I feel Having fun/being entertained Trying new foods Escaping from the ordinary Traveling through places important in history Traveling to places feel safe and secure Getting a change from a busy job Meeting people with similar interests Being physically active Being together as a family Getting away from the demands of home Visiting friends and relatives Visiting places family came from Finding thrills and excitement Experiencing a simpler lifestyle Talking about the trip after I return home Reliving past good times Being daring and adventuresome Indulging in luxury Rediscovering myself Going places friends haven't been Watching sports events Roughing it Participating in sports Doing nothing at all 1503 3 .5 3 .5 3 .k 3 .k 3 .3 3 .3 3 .2 3 .1 3 ,1 3 .1 3 .0 3 .0 3 .0 3 .0 2 .9 2 .8 2 .8 2 .8 2 7 2 7 2 6 2 5 2 5 2 3 2 1 2 2 1 9 I 9 Pleasure Travel Markets to North America - Australia 1988 - 90 - TABLE 40 TRAVEL BENEFIT SEGMENTS Deviation from overall statement mean ACTION GETAWAY (33%) Participating in sports +0.8 Being daring and adventuresome +0.6 Watching sporting events +0.5 Finding thrills and excitement + n 5 Roughing it +0 .5 Being physically active +0.4 Getting a change from a busy job +° .4 Traveling to places feel safe and secure -0.3 Visiting friends and relatives -0.3 Visiting places my family came from -0.4 Being together as a family -0.4 SOCIAL SAFETY (33%) Visiting friends and relatives +0.8 Visiting places my family came from +0.8 Being together as a family +0.5 Traveling through places feel safe and secure +0.5 Reliving past good times +0.3 Meeting people with similar interests +0.3 Talking about trip after I return +0.3 Finding thrills and excitement -0.3 Experiencing new and different lifestyles -0 .3 Getting away from the demands of home -0.4 Escaping from the ordinary -0.4 Trying new foods -0.4 Getting a change from a busy job -0.5 Being daring and adventuresome -0.5 EXPERIENTIAL (34%) Trying new foods +0.3 Experiencing new and different lifestyles +0.3 Getting away from the demands of home +0.2 Seeing and experiencing a foreign destination +0.2 Traveling through places important in history +0.2 Going places friends haven't been -0.3 Talking about the trip after I return home -0.3 Being physically active -0.3 Visiting places my family came from -0.4 Visiting friends and relatives -0.5 Participating in sports -0.6 Watching sporting events -0.6 Pleasure Travel Markets to North America - Australia 1988 - 91 - TABLE 41 BENEFIT SEGMENTS - DEMOGRAPHICS BENEFIT SEGMENT Action Social Total Getaway Safety Experiential Total respondents (100%) 1503 493 490 510 % % % % Sex Male k9 (62) 45 39 Female 51 33 55 @ Age 18 - 24 years 13 (25\ 7 6 25 - 34 years 23 \36) 11 23 35 - 44 years 22 72 17 26 45 - 5k years 17 8 18 24 55 - 6k years 15 6 "24 1 14 65 years or over 11 2 ^ 7 Marital status Single 22 © 10 15 Married 66 51 © 70 Living together 2 2 1 3 Divorced/separated/widowed 10 7 12 11 Occupation Owner k 5 2 5 Manager/executive 7 8 4 10 Professional/technical 20 22 12 25 Clerical/sales 17 21 12 19 Skilled worker 12 17 11 8 Unskilled worker 5 7 5 4 Student 5 8 3 3 Retired 13 4 5£ 1 10 Homemaker 16 7 26, 15 City Sydney kO 39 40 41 Melbourne 29 29 30 29 Brisbane 10 11 S 11 Adelaide 9 9 11 9 Perth 11 13 11 10 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Australia 1988 92 TABLE 41 (cont'd) BENEFIT SEGMENTS - DEMOGRAPHICS BENEFIT SEGMENT Total respondents (100%) Education Primary Secondary/high school Technical/commercial University/post graduate Life cycle Living alone Living with one adult Single with children Couple with children Other Action Social Total Getaway Safety Experiential 1503 493 490 510 % % % % 5 2 8 3 46 m 48 42 27 26 29 24 23 25 14 ® 10 10 10 10 30 2k 36 29 7 10 5 5 33 29 31 38 21 27 Living arrangement Live alone Live with children Live without children 10 41 49 10 40 50 10 37 53 10 44 46 Mean no. of adults Refused 16 15 18 years or over 2.4 2.5 2.3 2.3 Whether any children under 18 years in household Yes No 40 60 40 60 37 63 44 56 Household income in Australian dollars (1987/1988 financial year) Under $20,000 $20,000 - 29,999 $30,000- 39,999 $k0,000- 49,999 $50,000+ 16 16 16 13 24 10 18 16 14 27 © 18 15 11 15 13 12 17 15 28 17 15 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Australia 1988 - 93 - TABLE 42 BENEFIT SEGMENTS - TRAVEL CHARACTERISTICS BENEFIT SEGMENT Total respondents (100%) Mean no. of 4+ night pleasure trips in past 3 years Destinations visited in past 3 years * Australia Outside Australia Destinations visited on two most recent long haul trips ** Europe/United Kingdom Asia Mainland U.S. (including Alaska) New Zealand Other South Pacific Hawaii /Guam /Samoa Canada Near/Middle East Africa Mexico West Indies/Caribbean Centra/South America Action Social Total Getaway Safety E: ^ JT I N^ DEVELOPED / I Y^RESORT(21%) NATURE AND CULTURE (20%). \^/ _^ V CULTURE (29%) Based on total sample of 1,503 respondents The following comparative descriptions present the distinguishing characteristics of each group: Developed Resort traveler (21%) - This group (like the Sports and Entertainment group described on the next page) enjoys nightlife and entertainment activities. The difference, however, is that travelers in this group are more likely to want a destination with well developed facilities (i.e. first class hotels, high quality and/or fast food restaurants, shopping) as well as the attractions of a warm weather resort (i.e. beaches for swimming and sunning, reliable weather, and a warm, sunny climate). These travelers place less importance on the scenery and cultural aspects of their destination, and instead are more interested in the entertainment and other facilities available. Pleasure Travel Markets to North America - Australia 1988 - 104 - Culture traveler (29%) - This segment has an above average interest in seeing historical, archeological or military sites, museums and art galleries, and historic old cities. If possible, they prefer to have these features easily accessible. For example, they are interested in the availability of a variety of short guided tours, and in destinations which are manageable enough in size to be able to see everything. Nature and Culture traveler (20%) - Respondents in this segment are mainly interested in product items related to nature and the outdoors e.g. hiking, climbing, wilderness, nature, wildlife and birds, national parks and forests, wide open spaces, and mountainous areas. In addition, these travelers share an interest in unique and different cultural groups and in cultures different from their own. They are also interested in such features as museums and art galleries, and historical, archeological or military sites. Not surprisingly, these travelers do not prefer product items derived from big city or resort travel such as first class hotels, high quality restaurants, etc. Sports and Entertainment traveler (30%) - This segment gave comparatively high ratings to a number of sports related product items (e.g. water sports, snow skiing, fishing, hunting, golf and tennis), as well as to a number of entertainment related items (spectator sporting events, nightlife and entertainment, casinos and gambling, amusement and theme parks). They seem generally to like the outdoors, whether it is for activities such as hiking or climbing, or seaside and beaches for swimming and sunning. (Reference: Table 47) Pleasure Travel Markets to North America - Australia 1988 - 105 - 7.3 Segment profiles The following characteristics disproportionately describe each product segment: Developed Resort traveler Culture traveler - More likely than average to be: - secondary/high school educated - More likely than average to have: - visited Hawaii/Guam/Samoa in the past three years - More likely than average to be: - interested in visiting the mainland U.S. - More likely than average to be interested in: - visiting Montreal and Niagara Falls in Canada - visiting California (Disneyland, Los Angeles), Florida, Hawaii, and Nevada (Las Vegas) in the U.S. - visiting the Pacific Islands census division - More likely than average to read The Sun , Daily Telegraph , Sunday Telegraph , New Idea , TV Week , Woman's Day , and Australian Women's Week - More likely than average to be: - female - older (55 years of age or over) - married - retired or a homemaker - living with one adult - lower income - More likely than average to have: - traveled with a wife/husband/girl/boy friend - taken an all-inclusive guided tour - booked their trip further in advance - More likely than average to be interested in: - visiting Europe - visiting Arizona and Washington, D.C. in the U.S. - visiting George Washington Country - More likely than average to read New Idea , Woman's Day , Australian Women's Week , and Reader's Digest Pleasure Travel Markets to North America - Australia 1988 - 106 - Nature and Culture traveler - More likely than average to be: - young (18-34 years of age) - single - in a professional/technical occupation - university educated - More likely than average to have: - spent more nights away on a trip - traveled in winter (i.e. Australian summer) - traveled alone - used newspaper/magazine articles or books/library when planning their trip - taken an independent type of trip - booked their accommodation directly with the hotel - More likely than average to be interested in: - visiting Central or South America - visiting the Yukon in Canada - visiting Arizona (Grand Canyon National Park), Louisiana (New Orleans), Colorado, the Old West Trail Foundation and Foremost West travel regions, the Mountain and Pacific (excluding California) census divisions, and Yellowstone National Park in the U.S. - More likely than average to read the Sydney Morning Herald , Weekend Australian , and Time Sports and Entertainment traveler - More likely than average to be: - male - young (18-34 years of age) - single (30%) - living in a household with children - More likely than average to have: - visited other South Pacific destinations in the past three years - traveled by rented car and train within the U.S. - traveled by rented car within Canada - More likely than average to be: - interested in visiting the U.S. mainland - More likely than average to read the Sunday Telegraph (Reference: Tables 48 to 52) Pleasure Travel Markets to North America - Australia 1988 - 107 - A visual summary of the differences among the segments was again produced on a discriminant map. The two dimensions shown on the map accounted for 94% of the variance among the segment groups. Once more it should be noted that only the attributes with the longest lines (i.e. the ones with the most discriminating ability) are shown on the map. The Developed Resort group is situated in a position associated with such attributes as reliable weather, shopping, first class hotels, high quality restaurants, big modern cities and resort areas. It also shares an association with the Sports and Entertainment group in terms of nightlife and entertainment and casinos and gambling. The Sports and Entertainment group is in turn associated with a variety of sports such as snow skiing, water sports, and golf and tennis. The Nature and Culture group is positioned on the left side of the map in the same area as wilderness/nature, national parks and forests, wildlife and birds, and so on. It also shares an association with the Culture group in terms of such attributes as museums and art galleries, historical sites and historic old cities. The Culture group is in turn associated with short guided tours, and strongly dissociated with sports activities. (Reference: Figure 10) Pleasure Travel Markets to North America - Australia 19SS 108 fa o H Z fa fa H U Q O P* o fa S H Z Z u DC D S D O Pleasure Travel Markets to North America - Australia 1988 - 109 - 1 A Product segments vs. travel philosophy and benefit segments Further insight into the product segments can be obtained by profiling them with respect to the travel philosophy and benefit segments. This reveals that the product segments are more likely than average to be represented as follows: Developed Resort Culture Nature and Culture Travel philosophy Touring Package Guarded Touring Package Budget Independent Sports and Entertainment Guarded Benefit No particular segment Social Safety Experiential Experiential Action Getaway (Reference: Table 53) Pleasure Travel Markets to North America - Australia 1988 110 7.5 Implications The marketing implications for each of the four product segments are discussed below in turn. Developed Resort Culture Nature and Culture Sports and Entertainment This group would be more of a target for the U.S. than Canada. Travelers in this segment expressed greater than average interest in destinations such as Hawaii, California, Florida and Nevada. It is therefore evident that a number of destinations in the U.S. would be able to provide the entertainment, sunshine and tourist facilities that are of most interest to this group. As they are disproportionately likely to be Touring Package travelers, this is one product segment that should be kept in mind when tailoring package travel to meet specific needs. North America is a destination that would be able to offer the features such as historical sites, museums and art galleries which are sought by this group. This group is made up disproportionately of Touring Package travelers. Accordingly improvements in package travel to both Canada and the U.S., as discussed earlier, would also be of benefit to this segment. In designing packages to meet their needs, the female and older nature of this group should be kept in mind. The abundant natural and outdoor opportunities of Canada and the U.S. would be of direct interest to this group. In a number of cases there would also be a cross appeal with the culture side of this group e.g. Wild West, Gold Rush, etc. As Experiential travelers, people in this group are more interested in seeing and discovering a destination than they necessarily are in the facilities they find there. As Budget Independent travelers it is enough to motivate them to see Canada and the U.S., and they will then find their own way over without further help. This is a young, single and well educated group. This segment is already more interested than average in visiting the mainland U.S. This is a young, male and single group that falls disproportionately in the Action Getaway segment. It is apparent that the U.S. offers the fast paced entertainment and sports activities sought after by this group. This group may have an overlapping interest in some of the packages designed for the Developed Resort segment above. Pleasure Travel Markets to North America - Australia 1988 - Ill - TABLE 46 IMPORTANCE OF PRODUCT STATEMENTS - MEAN SCORES (Maximum possible = 4.0, minimum possible = 1.0) Total Total respondents 1503 Personal safety 3.6 Interesting and friendly local people 3.6 Outstanding scenery 3.5 Hygiene and cleanliness 3.5 Opportunities to increase knowledge 3.4 Public transportation 3.4 Interesting smaller towns and villages 3.3 Inexpensive travel in destination 3.3 Warm welcome for tourists 3.3 Warm, sunny climate 3.2 Culture different from my own 3.2 Reliable weather 3.2 Local cuisine 3.2 Historic old cities 3.1 Inexpensive restaurants 3.1 Environmental quality of air, water and soil 3.0 Wilderness and nature 3.0 National parks and forests 3.0 Wildlife or birds 3.0 Manageable size to see 3.0 Lakes and rivers 3.0 Budget accommodation 3.0 Good shopping 3.0 Wide open spaces 2.9 Variety of short guided tours 2.9 Museums and art galleries 2.9 Pleasure Travel Markets to North America - Australia 1988 112 TABLE 46 (cont'd) IMPORTANCE OF PRODUCT STATEMENTS - MEAN SCORES (Maximum possible = 4.0, minimum possible = 1.0) Total respondents Total 1503 Local crafts Local festivals Good beaches for swimming and sunning Unique cultural groups (Eskimo, Amish, etc.) Mountainous areas Historical, archeological, or military sites Seaside Exotic atmosphere Live theatre and concerts Resort areas High quality restaurants First class hotels Nightlife and entertainment Cruises of one or more nights Outdoor activities such as hiking, climbing Amusement or theme parks Big modern cities Fast food restaurants Water sports Spectator sporting events Campgrounds and trailer parks Casinos and gambling Good fishing Golf and tennis Snow skiing Good hunting 2.9 2.9 2.8 2.8 2.8 2.8 2.7 2.7 2.7 2.6 2.5 2.5 2.4 2.3 2.2 2.2 2.2 2.1 2.0 2.0 1.9 1.8 1.8 1.8 1.7 1.5 Pleasure Travel Markets to North America - Australia 1988 - 113 - TABLE 47 TRAVEL PRODUCT SEGMENTS Deviation from overall statement mean DEVELOPED RESORT (22%) Nightlife and entertainment +0.6 Casinos and gambling +0.5 Shopping +0.5 First class hotels +0.4 High quality restaurants +0.4 Resort areas +0.4 Large modern cities +0.4 Fast food restaurants +0.4 Beaches for swimming and sunning +0.3 Amusement or theme parks +0.3 Reliable weather +0.3 Warm, sunny climate +0.3 Interesting small towns and villages -0.3 Culture different from my own -0.3 Campgrounds and trailer parks -0.3 Local festivals -0.3 Opportunities to increase one's knowledge -0.4 Lakes and rivers -0.4 Wide open spaces to get away from crowds -0 ,k Mountainous areas -0.4 Historic old cities -0.4 Local crafts and handiwork -0.4 Museums and art galleries -0.5 Outdoor activities such as hiking and climbing -0.5 Unique and different cultural groups -0.6 Wilderness and undisturbed nature -0.7 Historical, archeological, or military sites -0.7 National parks and forests -0.7 Chance to see wildlife/birds -0.8 Pleasure Travel Markets to North America - Australia 1988 - 114 - TABLE 47 (cont'd) TRAVEL PRODUCT SEGMENTS Deviation from overall statement mean "URE (29%) Historical, archeological, or military sites +0.4 Museums and art galleries +0.3 Historical old cities +0.3 Standards of hygiene and cleanliness +0.3 Variety of short guided tours +0.3 Manageable size/able to see everything +0.3 Spectator sporting events -0.3 Hunting -0.3 Fishing -0.4 Campgrounds and trailer parks -0.4 Casinos and gambling -0.4 Golf and tennis -0.4 Seaside -0.5 Nightlife and entertainment -0.5 Snow skiing -0.5 Beaches for swimming and sunning -0.6 Outdoor activities such as hiking and climbing -0.6 Water sports -0.7 Pleasure Travel Markets to North America - Australia 1988 - 115 - TABLE 47 (cont'd) TRAVEL PRODUCT SEGMENTS NATURE AND CULTURE (20%) Outdoor activities such as hiking and climbing Wilderness and undisturbed nature Unique and different cultural groups Chance to see wildlife and birds National parks and forests Culture different from my own Wide open spaces to get away from crowds Museums and art galleries Historical, archeological, or military sites Mountainous areas Local festivals Inexpensive restaurants Warm, sunny climate Amusement or theme parks Reliable weather Spectator sporting events Shopping Casinos and gambling Nightlife and entertainment Standards of hygiene and cleanliness Fast food restaurants Cruises of one or more nights Resort areas Large modern cities High quality restaurants First class hotels Deviation from overall statement mean +0 .6 +0 .6 +0 .5 +0 .5 +0 .5 +0 .4 +0 A +0 .4 +0 A +0 .3 +0 .3 +0 .3 -0 A -0 A -0 .4 -0 .5 -0 .5 -0 .5 -0 .5 -0 .5 -0 .5 -0 .5 -o. .6 -0, .6 -0, .7 -0, .9 Pleasure Travel Markets to North America - Australia 1988 - 116 - TABLE »7 (cont'd) TRAVEL PRODUCT SEGMENTS Deviation from overall statement mean SPORTS AND ENTERTAINMENT (30%) Water sports +0.8 Snow skiing +0 .6 Fishing +0.6 Golf and tennis +0.6 Hunting +0.5 Spectator sporting events +0.5 Outdoor activities such as hiking, climbing +0.5 Campgrounds and trailer parks +0.4 Nightlife and entertainment +0 A Beaches for sunning and swimming +0 A Casinos and gambling +0 .4 Amusement or theme parks +0.3 Seaside +0.3 Warm welcome for tourists -0.2 Personal safety -0.2 Inexpensive restaurants -0.2 Interesting and friendly local people -0.2 Variety of short guided tours -0.2 Public transportation -0.2 Historic old cities -0.2 Inexpensive travel in destination -0.2 Pleasure Travel Markets to North America - Australia 1988 - 117 - TABLE 48 PRODUCT SEGMENTS - DEMOGRAPHICS PRODUCT SEGMENT Total respondents (100%) Sex Male Female A R e 18 - 24 years 25 - 34 years 35 - 44 years 45 - 54 years 55 - 64 years 65 years or over Mari tal status Single Married Living together Divorced/separated/ widowed Occupation City Owner Manager/executive Professional/technical Clerical/sales Skilled worker Unskilled worker Student Retired Homemaker Sydney Melbourne Brisbane Adelaide Perth Total 1503 % 49 5J 13 23 22 17 15 11 22 66 2 10 4 7 20 17 12 5 5 13 16 40 29 10 9 11 Nature Sports & Developed & Entertain- Resort Culture Culture ment 322 % 45 55 18 22 21 16 12 11 23 65 3 S 6 7 10 23 10 8 6 12 IS 41 33 6 9 11 435 % 40 © 38 28 12 12 11 295 % 46 54 40 29 9 13 10 4 11 20 17 IS 6 6 5 12 40 29 12 5 14 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Australia 1988 - 118 TABLE 48 (cont'd) PRODUCT SEGMENTS - DEMOGRAPHICS PRODUCT SEGMENT Total respondents (100%) Education Primary Secondary/high school Technical/commercial University/post graduate Life cycle Living alone Living with one adult Single with children Couple with children Other Living arrangement Live alone Live with children Live without children Mean no, of adults 18 years or over Whether any children under 18 years in household Yes No Nature Sports & Developed & Entertain- Total Resort Culture Culture ment 1503 322 435 295 445 % % % % % 5 5 7 3 3 46 © 46 29 47 27 23 29 25 29 23 13 18 © 22 10 7 13 14 7 30 28 © 31 24 7 7 2 7 11 33 33 30 32 36 21 26 19 17 23 10 7 13 14 1 41 40 33 39 @ 49 53 54 47 w 2.4 2.5 2^3 2.3 2.5 41 59 40 60 33 67 39 61 Household income in Australian dollars (1987/88 financial year) Under $20,000 $20,000 - 29,999 $30,000 - 39,999 $^0,000- 49,999 $50,000+ Refused 16 16 (23) 13 11 16 17 15 13 17 16 16 16 17 15 13 12 11 18 14 24 21 IS 26 28 16 18 18 13 15 Note: Circled numbers represent those referred to in the main text * Less than 0.5% Pleasure Travel Markets to North America - Australia 1988 - 119 - TABLE 49 PRODUCT SEGMENTS - TRAVEL CHARACTERISTICS PRODUCT SEGMENT Total respondents (100%) Mean no. of 4+ night pleasure trips in past 3 years Destinations visited in past 3 years ** Australia Outside Australia Destinations visited on two most recent long haul trips *** Europe/United Kingdom Asia Mainland U.S. (including Alaska) New Zealand Other South Pacific Hawaii/Guam /Samoa Canada Near/Middle East Mexico West Indies/Caribbean Central/South America Total 1503 3.7 Nature Sports & Developed & Entertain- Resort Culture Culture ment 322 % 3.5 435 3.3 295 % 4.1 445 % 4.0 36 34 33 42 37 93 94 95 93 92 37 35 40 41 31 36 41 40 33 30 16 19 14 16 17 13 8 12 15 16 10 9 6 9 @ 3 @ 7 4 ^ 7 5 8 7 7 5 5 3 8 4 2 3 2 3 1 1 * * 1 1 1 1 * 1 * * Less than 0.5% ** Based on 1 ,240 respondents who had actually taken at least one such trip *** Based on 1 ,548 such trips taken by respondents Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Australia 1988 - 120 - TABLE 49 (cont'd) PRODUCT SEGMENTS - TRAVEL CHARACTERISTICS PRODUCT SEGMENT Total respondents (100%) One long haul destination most like to visit Europe/United Kingdom Asia Mainland U.S. (including Alaska) Canada New Zealand Africa Central/South America Near/Middle East Hawaii/Guam /Samoa Other South Pacific West Indies/Caribbean Mexico Nature Sports & Developed & Entertain- Total Resort Culture Culture ment 1503 322 435 295 445 % % % % % 41 38 © 37 35 20 20 17 24 19 14 7 © 6 11 8 8 5 «? 5 4 5 5 7 4 3 4 5 4 3 1 1 ® 3 2 2 1 2 2 2 3 2 1 3 2 3 1 3 2 * 1 * * 1 * 1 - 1 - Note: Circled numbers represent those referred to in the main text * Less than 0.5% Pleasure Travel Markets to North America - Australia 1988 - 121 - TABLE 49 (cont'd) PRODUCT SEGMENTS - TRAVEL CHARACTERISTICS PRODUCT SEGMENT Nature Sports & Developed & Entertain- Total Resort Culture Culture ment Total respondents took long haul trip (100%) 1158 260 363 223 307 % % % % % Mean no. of nights /^\ away on trip 51.7 52.9 k6.k (68 . n 46.0 Season trip was taken \ — / December to February 21 18 17 (33) 20 March to May 2k 24 2k 2k 2.5 June to August 31 31 36 23 32 September to November 24 27 23 20 23 Type of trip (Two most recent) Visit friends and relatives 35 3k 37 3k 3k Touring trip 34 31 39 37 29 Resort 12 16 8 10 16 Combined business and pleasure 11 11 11 11 13 City 5 6 k 5 k Outdoor trip 1 - * 3 1 Exhibition, special event or theme park 1 1 * 1 1 Cruise 1 1 1 - 1 People traveled with Wife/husband/girl © friend/boy friend 55 55 kS 53 Traveled alone 20 19 13 ® 22 Child(ren) 19 2k 18 19 17 Friends 13 15 11 11 14 Other relatives 6 7 5 5 8 Father/mother 5 5 k 5 6 Organized group/club/etc. 4 3 6 5 2 Business associates/colleagues 2 2 3 1 3 Mean no. of people in travel party 2.8 2.9 2.8 2.7 2.9 Mean no. of children under 18 in travel party 0.7 0.8 0.6 0.8 0.8 Note: Circled numbers represent those referred to in the main text * Less than 0.5% Pleasure Travel Markets to North America - Australia 1988 - 122 - TABLE 49 (cont'd) PRODUCT SEGMENTS - TRAVEL CHARACTERISTICS PRODUCT SEGMENT Total respondents took long haul trip (100%) Sources of information used in planning Travel agent Friends/family Brochures/pamphlets Newspaper/magazine article Airline Books/library Advertisements Tour operator/company Goverment tourism office/board Embassy/consulate Clubs/association Automobile Association Nature Sports & Developed & Entertain- Total Resort Culture Culture ment 1158 260 363 223 307 % % % % % 69 69 72 62 72 44 47 44 47 41 41 39 43 39 41 17 14 17 (25) 14 15 18 12 15 9 3 9 © 5 S 10 8 7 6 5 4 4 5 6 5 2 8 6 5 4 3 4 7 2 4 4 4 4 3 2 * 3 4 2 Trip package Independent Flight and accommodation 51 48 42 Note: Circled numbers represent those referred to in the main text * Less than 0.5% 55 package only All-inclusive guided tour Guided tour only 30 14 5 34 14 5 30 (22) 5 21 6 8 32 9 4 Where booked Travel agent Airline Direct with hotel etc. Tour company/holiday com ipany 86 14 10 2 83 15 12 2 88 12 6 3 S2 1 SS 14 6 2 Pleasure Travel Markets to North America - Australia 1988 123 - TABLE 49 (cont'd) PRODUCT SEGMENTS - TRAVEL CHARACTERISTICS PRODUCT SEGMENT Total respondents took long haul trip (100%) Number of months before leaving - decided on destination 2 months or less Over 2 months - 4 months Over 4 months - 6 months Over 6 months - 8 months Over 8 months Number of months before leaving - trip was booked 1 month or less Over 1 month - 2 months Over 2 months - 3 months Over 3 months - 4 months Over 4 months Total trips to U.S. taken by respondents (100%) Mode of transportation used within U.S. Plane Rented car Bus (between cities) Public transportation (within cities) Private car Train Boat Camper or RV Total trips to Canada taken by respondents (100%) Mode of transportation used within Canada Plane Private car Public transportation (within cities) Bus (between cities) Train Rented car Boat Camper or RV Nature Sports & Developed & Entertain- Total Resort Culture Culture ment 1158 260 363 223 307 % % % % % 33 32 31 34 35 17 17 18 14 IS 23 25 20 23 24 4 4 5 4 l* 23 22 25 25 20 29 33 23 33 31 22 18 24 18 26 16 14 15 16 17 9 11 9 12 7 24 25 @ 22 20 250 66 66 47 71 % % % % % 7Z 73 86 76 75 41 39 32 28 ® 36 32 37 37 38 33 29 37 44 28 29 26 28 37 26 19 11 14 24 @ 7 5 5 15 7 2 - - 2 6 108 17+ 39+ 20+ 29+ % % % % % 48 47 55 40 k5 37 35 34 35 41 26 29 18 30 31 26 24 32 25 21 25 29 29 25 17 24 18 21 10 w 12 6 16 20 ^ 4 - - 10 7 + Note: small base Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Australia 1988 - 124 - TABLE 50 PRODUCT SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - CANADA PRODUCT SEGMENT Total respondents (100%) Provinces and Territories Newfoundland/Labrador P.E.I. Nova Scotia New Brunswick Quebec Ontario Manitoba Saskatchewan Alberta British Columbia Yukon Northwest Territories Specific Destinations Vancouver Montreal Niagara Falls Quebec City Toronto Calgary Rocky Mountains Banff National Park Great Lakes Vancouver Island Klondike National Park Ottawa Edmonton Nature Sports & Developed & Entertain- Total Resort Culture Culture ment 1503 322 435 295 445 % % % % % 7 7 5 10 7 4 2 5 9 1 S 8 6 14 5 1 1 1 1 1 51 56 50 43 54 55 61 52 46 59 4 it 3 4 3 4 4 6 2 4 35 34 34 33 36 61 62 62 62 59 17 10 19 © 15 5 2 4 7 5 35 39 35 32 34 27 f^l 24 18 29 27 \Vj) 25 20 28 21 20 23 16 25 16 15 15 11 21 15 17 13 11 IS 13 8 18 15 11 13 10 16 16 10 6 3 6 9 6 5 6 4 6 5 If 1 5 6 4 4 5 6 5 2 3 5 1 3 4 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Australia 1988 - 125 - TABLE 51 PRODUCT SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - U.S.A. PRODUCT SEGMENT Nature Sports & Developed & Entertain- Total Resort Culture Culture ment Total respondents (100%) 1503 322 435 295 445 % % % % % Top States California 71 © 71 57 74 New York 46 M 43 48 49 Florida 20 (2/) 17 13 21 Arizona 20 13 © (27) 16 Hawaii 12 # ro 11 Washington D.C. 12 © 11 10 Louisiana 11 8 10 @ 10 Texas 8 7 8 viy 9 Nevada 8 @ 6 4 8 Colorado 7 V 6 9 7 Massachusetts 5 4 6 4 Washington 3 2 3 4 4 Illinois 3 3 3 2 3 Pennsylvania 3 1 4 2 2 8 Travel Regions Travel South 36 42 34 32 35 Visit U.S. West 84 88 82 78 8 5 New England 8 5 9 12 7 Old West Trail Foundation 9 3 11 © 7 America's Heartland 13 10 12 17 12 Foremost West 33 21 35 @ 29 George Washington Country 16 11 (22) 15 14 Great Lakes 5 5 5 4 5 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Australia 1988 - 126 - TABLE 51 (cont'd) PRODUCT SEGMENTS TOP THREE VACATION DESTINATIONS INTERESTED IN VISITING - U.S.A. PRODUCT SEGMENT Nature Sports & Developed & Entertain- Total Resort Culture Culture ment Total respondents (100%) 1503 322 435 295 445 % % % % % 1 1 Census Divisions West North Central 3 3 3 4 2 East South Central H 6 4 2 5 New England 8 5 9 12 7 Middle Atlantic 48 44 45 50 51 Middle Atlantic (excluding N.Y.) 3 2 4 2 3 East North Central * 5 5 3 5 South Atlantic 33 37 35 27 34 South Atlantic (excluding Florida) 16 13 21 15 15 West South Central 19 14 19 23 20 Mountain 40 31 41 © 37 Pacific 76 82 75 79 Pacific (excluding California) 8 J 9 @ 8 Pacific Islands 12 @ 10 10 11 Atlantic Islands * ^*S - 1 * Specific Destinations New York City 38 36 35 42 40 Disneyland 22 © 24 14 22 San Francisco 18 20 22 14 17 Los Angeles 18 © 14 f^ 19 Grand Canyon Natior al Park 17 10 20 13 New Orleans 10 7 9 15 9 Yellowstone National Park 6 1 8 ^ 5 Boston 5 4 5 4 Niagara Falls 5 A 5 5 5 Las Vegas 5 ® 4 2 6 Rockies 4 T 3 8 5 Yosemite National Park 3 * 5 5 3 Miami 3 7 1 1 3 Note: Circled numbers represent those referred to in the main text * Less than 0.5% Pleasure Travel Markets to North America - Australia 1988 - 127 - TABLE 52 PRODUCT SEGMENTS - MEDIA READERSHIP PRODUCT SEGMENT Total respondents (100%) Top 5 daily newspapers Sydney Morning Herald The Age The Sun Daily Telegraph The Herald Western Australian Top 5 Sunday papers Sun-Herald Sunday Telegraph Sunday Mail Weekend Australian Sunday Times Top 5 weekly magazines New Idea TV Week Woman's Day Bulletin/Newsweek Time Top 5 monthly magazines Australian Women's Week Reader's Digest House and Gardens Better Homes and Gardens Family Circle Total 1503 % 21 16 15 13 9 9 22 13 12 9 9 26 22 IS 12 10 26 15 12 11 9 Developed Resort Culture 322 % 35 10 17 13 it 9 435 % 19 16 12 10 9 9 22 16 15 9 9 30 11 13 Nature Sports & & Entertain- Culture ment 295 445 % % f22 16 9 18 7 15 7 10 9 11 19 12 12 9 16 10 11 14 © 16 10 10 12 23 © 12 9 12 21 24 13 13 S 22 14 11 10 6 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Australia 1988 - 128 - TABLE 53 PRODUCT SEGMENTS BY TRAVEL PHILOSOPHY AND BENEFIT SEGMENTS PRODUCT SEGMENT Total respondents (100%) Travel philosophy segment Budget Independent Touring Package Guarded Benefit segment Action Getaway Social Safety Experiential Total 1503 % 35 33 33 33 33 34 Nature Sports & Developed & Entertain- Resort Culture Culture ment 322 34 35 31 435 28 (4~5) 295 % 15 33 445 % 27 28 © 19 Note: Circled numbers represent those referred to in the main text Pleasure Travel Markets to North America - Australia 1988 - 129 - 8. PERCEPTIONS OF CANADA/U.S. VS. IMPORTANCE RATINGS 8.1 Perception ratings In order to obtain very specific information regarding the images of the vacation products available in Canada and the U.S., respondents were asked to compare the two countries against other overseas destinations on a series of attributes using a five point scale as follows: Weight A lot better +2 A little better +1 The same Not quite as good -1 Not nearly as good -2 The weights were added at the data processing stage as respondents answered based only on the verbal scale. Canada was rated on a total of 31 attributes while the U.S. was rated on a total of 33 attributes. Although basically similar, there were several differences in the lists of attributes selected to rate each country. Due to concerns about potential fatigue, respondents were randomly asked to rate either Canada or the U.S. but not both i.e. approximately half the sample rated each destination. The mean ratings for Canada and the U.S. were mostly positive, indicating a better than average rating on almost every attribute. The following observations can be made: Canada - The highest rated attributes were all related to Canada's outdoors. Attributes relating to Canada's natural environment included outstanding scenery (1.28), national parks and forests (1.24), and seeing wildlife in a natural setting (0.90). Activities relating to the outdoors included snow skiing (1.21), hiking and climbing (1.05), hunting (0.98), and fishing (0.97). Canada was also seen as a clean (0.86) and safe (0.81) destination to visit. The main negative about Canada was perceived to be its beaches for swimming and sunning (-0.54). Its water sports (-0.07) were also rated comparatively poorly. Cost was a relatively weak area as well based on the ratings given to inexpensive travel to the country (0.01), inexpensive restaurants (0.09), budget accommodation (0.12), and value for vacation money (0.19). The other relatively weak area was historical sites and buildings (0.06) and museums and art galleries (0.12). Pleasure Travel Markets to North America - Australia 1988 - 130 - U.S. - The U.S. was strongly rated for its entertainment opportunities including amusement or theme parks (1.29), casinos and gambling (1.02), nightlife and entertainment (0.95), variety of things to see and do (0.69), and live theatre and concerts (0.69). In a related vein it received high ratings for fast food restaurants (1.10), first class hotels (0.98), and high quality restaurants (0.69). National parks and forests (0.78), mountainous areas (0.62), and outstanding scenery (0.56) were also well regarded features of the U.S. The main weakness was personal safety (-0.21), although this was not as negative as has been seen in other countries in which this survey has been conducted. Historical sites and buildings (+0.14) were another comparatively poor area. As with Canada, perceived cost was also a potential weakness based on the ratings given to value for vacation money (0.16) and budget accommodation (0.18). (Reference: Tables 54 and 55) Pleasure Travel Markets to North America - Australia 1988 - 131 - TABLE 54 PERCEPTIONS OF CANADA ON VARIOUS PRODUCT ATTRIBUTES AS COMPARED WITH OTHER OVERSEAS DESTINATIONS* Total Total respondents rating Canada 744 Outstanding scenery +1 .28 National parks and forests +1 .24 Snow skiing +1 .21 Outdoor activities such as hiking, climbing +1 .05 Hunting +0.98 Fishing +0.97 Seeing wildlife in a natural setting +0.90 Unique cultural groups (Eskimo, Amish, etc.) +0.88 Hygiene and cleanliness +0.86 Personal safety +0.81 Public transportation +0.61 Interesting and friendly local people +0.52, Variety of things to see and do +0.53 First class hotels +0.53 Spectator sporting events +0.43 High quality restaurants +0.35 Live theatre and concerts +0.29 Nightlife and entertainment +0.26 * Mean scores based on "a lot better" = +2 "a little better" = +1 "the same" = "not quite as good" = -1 "not nearly as good" = -2 Pleasure Travel Markets to North America - Australia 1988 - 132 - TABLE 5k (cont'd) PERCEPTIONS OF CANADA ON VARIOUS PRODUCT ATTRIBUTES AS COMPARED WITH OTHER OVERSEAS DESTINATIONS* Total respondents rating Canada Kinds of things like to do on vacation Shopping Amusement or theme parks Value for vacation money Local festivals Inexpensive travel in destination country Budget accommodation Museums and art galleries Inexpensive restaurants Historical sites and buildings Inexpensive travel to destination country Water sports Beaches for swimming and sunning * Mean scores based on "a lot better" = +2 "a little better" = +1 "the same" = "not quite as good" = -1 "not nearly as good" = -2 Total 7kk +0 .26 +0 .25 +0 .22 +0 .19 +0 .1* +0 .12 +0 .12 +0 .12 +0 .09 +0 .06 +0 .01 -0 .07 -0 ,5k Pleasure Travel Markets to North America - Australia 1988 - 133 - TABLE 55 PERCEPTIONS OF THE U.S. ON VARIOUS PRODUCT ATTRIBUTES AS COMPARED WITH OTHER OVERSEAS DESTINATIONS* Total Total respondents rating the U.S. 759 Amusement or theme parks +1 .29 Fast food restaurants +1.10 Casinos and gambling +1.02 First class hotels +0.98 Nightlife and entertainment +0.95 National parks and forests +0.78 Public transportation +0.74 Variety of things to see and do +0.69 Live theatre and concerts +0.69 High quality restaurants +0.69 Resort areas +0.66 Availability of package vacations +0.63 Mountainous areas +0.62 Shopping +0.58 Outstanding scenery +0.56 Unique cultural groups (Eskimo, Amish, etc.) +0.44 Opportunities to increase knowledge +0.44 Opportunity to be daring and adventuresome +0.41 * Mean scores based on "a lot better" = +2 "a little better" = +1 "the same" = "not quite as good" = -1 "not nearly as good" = -2 Pleasure Travel Markets to North America - Australia 1988 - 134 - TABLE 55 (cont'd) PERCEPTIONS OF THE U.S. ON VARIOUS PRODUCT ATTRIBUTES AS COMPARED WITH OTHER OVERSEAS DESTINATIONS* Total Total respondents rating the U.S. 759 Outdoor activities such as climbing, hiking +0.39 Water sports +0.35 Hunting +0.34 Interesting and friendly local people +0.31 Inexpensive restaurants +0.31 Fishing +0.29 Museums and art galleries +0.28 Kinds of things like to do on vacation +0 .28 Beaches for swimming and sunning +0.24 Snow skiing +0.23 Opportunity to escape from the ordinary +0.20 Budget accommodation +0.18 Value for vacation money +0.16 Historical sites and buildings +0.14 Personal safety -0.21 * Mean scores based on "a lot better" = +2 "a little better" = +1 "the same" = "not quite as good" = -1 "not nearly as good" = -2 Pleasure Travel Markets to North America - Australia 1988 - 135 - 8.2 Perception vs. importance - total sample While perception ratings are useful in themselves, additional insight can be obtained by comparing these ratings against their importance to respondents. For example, a particularly high or low perception rating would become irrelevant if it was determined that the attribute was of low importance. With this in mind, perception ratings were plotted against importance ratings in order to give a visual summary of their relationship. (It will be recalled that the importance ratings were used to create the product segments.) The top areas of the plots are those of most relevance as they correspond to the areas of greatest rated importance. The area in the top right of each map represents attribues of high importance and high perception, and thus identifies major strengths. On the other hand, the area in the top left of each map represents high importance and low perception i.e. major weaknesses. Vertical and horizontal lines have been drawn on each map to divide it into quadrants. It should be noted that the locations of these lines are basically arbitrary , but have been selected to roughly split the attributes into equal halves. For example, a roughly equal number of attributes would appear above the horizontal line as would appear below it. It should also be noted that the maps for Canada include 27 attributes while the maps for the U.S. include 29 attributes for which both perception and importance ratings are available. Perceptions ratings are available for a further two attributes ("kinds of things I like to do on vacation" and "variety of things to see and do"), but since corresponding importance ratings were not obtained, these could not be included in the map. The following observations can be made: Canada - Major strengths included a number of outdoor attributes (e.g. outstanding scenery, national parks and forests, and seeing wildlife or birds), as well as several positive social features (e.g. personal safety, hygiene and cleanliness, public transportation, and interesting and friendly local people. The weaknesses included inexpensive travel in destination, inexpensive restaurants, budget accommodation, and good shopping. (Reference: Figure 11) U.S. - Major strengths included outstanding scenery, public transportation, and national parks and forests. Other strengths were good shopping and mountainous areas. Some borderline weaknesses were interesting and friendly local people, opportunities to escape from the ordinary, mountainous areas, inexpensive restaurants, and budget accommodation. The only strong weakness was personal safety. (Reference: Figure 12) Pleasure Travel Markets to North America - Australia 1988 136 FIGURE 11 ATTRIBUTE IMPORTANCE VS. PERCEPTION - CANADA 3.5 - 3 - I M P O R 2.5 T A N C E 2 - 1.5 - : nteresting and -iendly local people Personal safety Hygiene Outstanding scenery and cleanliness • • - • Public transportation Inexpensive travel in destination • Inexpensive restaurants • Shopping Budget accommodation • • National parks Wildlife or birds and forests • • Museums and art galleries W festivals Beaches for swimming Historical ' Unique cultural groups and sunning • • sites * (Eskimo, Amish, etc.) Live theatre and concerts 9 - High quality restaurants • Nightlife and entertainment • • First class hotels Amusement or theme parks • Outdoor activities • such as hiking, climbing Water sports • • Spectator sporting events • Good fishing • Snow skiing - • Good hunting 1 1 1 1 -1 -.5 .5 PERCEPTION 1.5 Pleasure Travel Markets to North America - Australia 1988 - 137 FIGURE 12 ATTRIBUTE IMPORTANCE VS. PERCEPTION - U.S. 3.5 - 3 - I M P O R T A N C E 2.5 - 2 - 1.5 - _ Interesting and friendly Personal safety « localpe0 pie • ' • Outstanding scenery • • Public transportation Opportunities to Inexpensive increase knowledge _ • j- , ■• restaurants Opportunity to escape from the ordinary • • Budget accommodation # Museums and art galleries # Good beaches for swimming and sunning Historical sites * * Shopping • • National parks and forests Unique cultural groups (Eskimo, Amish, etc.) P • Mountainous areas • Live theatre and concerts • Resort areas Opportunity to be daring and adventuresome § Outdoor activities such • • First class hotels High quality restaurants • Ni 8 htlife md entertainment as hiking, climbing # Amusement or theme parks • Fast food restaurants • — Water sports • Good fishing • • Casinos and gambling Snow skiing • Good hunting • 1 1 1 1 .5 PERCEPTION 1.5 Pleasure Travel Markets to North America - Australia 1988 - 138 - 8.3 Most appealing feature of Canada as a vacation destination Respondents who had ever traveled to Canada were asked what one thing about it would make them recommend it as a vacation destination. This was an open ended question and respondents' answers were grouped into several different categories. This question was not asked regarding the U.S. Over half the respondents (56%) who had traveled to Canada mentioned the beautiful scenery as its most appealing feature. This was by far the most dominant mention, the next most frequent mentions being friendly local people (11%) and mountains (9%). (Reference: Table 56) Pleasure Travel Markets to North America - Australia 19S8 - 139 - TABLE 56 MOST APPEALING FEATURE OF CANADA AS A VACATION DESTINATION Total respondents been to Canada (100%) Beautiful scenery Friendly local people Mountains Niagara Falls No language barrier Places worth visiting A big country National parks/forests Other Total 219 % 56 11 9 5 ft ft 3 3 14 Pleasure Travel Markets to North America - Australia 1988 APPENDIX I BASIC DATA Newspaper and magazine readership Demographics Pleasure Travel Markets to North America - Australia 1988 DAILY NEWSPAPERS READ OR LOOKED INTO REGULARLY (At least 3 of every 6 issues)* Total Total respondents (100%) Sydney Morning Herald The Age The Sun Daily Telegraph The Herald Western Australian Courier Mail The Advertiser Other Do not read newspapers 1503 % 21 16 15 13 9 9 8 3 21 17 * Based on those with 75 or more mentions Pleasure Travel Markets to North America - Australia 1988 SUNDAY PAPERS READ OR LOOKED INTO REGULARLY (At least 2 of every k issues)* Total respondents (100%) Sun-Herald Sunday Telegraph Sunday Mail Weekend Australian Sunday Times Sunday Sun Sunday Press Total 1503 96 22 18 12 9 9 5 5 Others Do not read Sunday papers 5 33 * Based on those with 75 or more mentions Pleasure Travel Markets to North America - Australia 1988 WEEKLY PERIODICALS AND MAGAZINES READ OR LOOKED INTO REGULARLY (At least 2 of every k issues)* Total Total respondents (100%) 1503 % New Idea 26 TV Week 22 Woman's Day 18 Bulletin/Newsweek 12 Time 10 Australasian Post 5 Others 6 Do not read weekly periodicals and magazines 41 * Based on those with 75 or more mentions Pleasure Travel Markets to North America - Australia 1988 MONTHLY MAGAZINES READ OR LOOKED INTO REGULARLY (At least 2 of every k issues)* Total Total respondents (100%) 1503 % Australian Women's Weekly 26 Reader's Digest 15 House and Gardens 12 Better Homes and Gardens 11 Family Circle 9 Cleo 7 Others 1* Do not read monthly magazines hG * Based on those with 75 or more mentions Pleasure Travel Markets to North America - Australia 1988 SAMPLE DEMOGRAPHICS Total respondents (100%) Sex Male Fei nale Age 18 - 2k years 25 - 3k years 35 - kk years 45 - 5k years 55 - 6k years 65 years or over Marital status Single Married Living together Divorced/ separated/ widowed Working status Full time Owner Manager/executive Professional/technical Clerical/sales Skilled worker Unskilled worker Not at all Retired Student Homemaker Education Primary Secondary/high school Technical/commercial University Total 1503 k9 51 13 23 22 17 15 11 22 66 2 10 (66) k 7 20 13 12 5 Ok) 13 5 16 5 kG 27 23 Pleasure Travel Markets to North America - Australia 1988 SAMPLE DEMOGRAPHICS (cont'd) Total Total respondents (100%) 1503 % Whether chief wage earner Yes 48 No 52 Household income in Australian dollars (1987/88 financial year) Under $20,000 16 $20,000-29,999 16 $30,000-39,999 16 $40,000-49,999 13 $50,000+ 24 Refused 15 Life cycle Living alone 10 Living with one adult 30 Single with children 7 Couple with children 33 Other 21 Living arrangement Live alone 12 Living with children 41 Living without children 47 Number of household members 18 years or over 1 11 2 55 3 21 4 10 5 3 6 or more 1 Mean 2.4 Pleasure Travel Markets to North America - Australia 1988 SAMPLE DEMOGRAPHICS (cont'd) Total respondents (100%) Number of household members under IS years None 1 2 3 or more Mean Whether members of household are related Yes No Single member house Total 1503 % 59 17 15 8 0.7 SO 10 10 Whether self-employed Yes No Friends or relatives presently live in ... Canada - yes - no U.S. - yes - no Fluency in French Read Write Speak None 13 82 2 r i 71 38 62 20 13 20 75 Pleasure Travel Markets to North America - Australia 1988 APPENDIX II QUESTIONNAIRE Pleasure Travel Markets to North America - Australia 1988 INTERNATIONAL TRAVEL STUDY - MA2326 la) Country Code 1- 1 Respondent ID: 2 3 4 5 6-9 BLANK Now I'd like you to think abou.. the vacation or pleasure crips of four nights or longer that you have -aken in .he pas. three years. Please include all the vacation or pleasure trips you have taken, not just those co places outside Australia. Remember to include only those trips that were either entirely or in part for pleasure. in che past three years since September 1985, about how many vacation or pleasure crips, in total, have you taken that were four nights or longer? (RECORD NUMBER) 10 11 trips IF SKIP TO INSTRUCTION AFTER Q.lOb lb) On how many of these trips did you travel to your destination by plane? 12 13 trips IF SKIP TO INSTRUCTION AFTER Q.lOb lc) And for how many of these trips by plane was your furthest destination from home... (READ LIST AND RECORD NUMBER FOR EACH - NUMBERS MUST ADD TO NUMBER OF TRIPS IN Q.lb) 14-17 BLAKK Somewhere in Australia Somewhere outside Australia 18" 20 21 trips (B) trips (A) IF BOX A = IF BOX A = IF BOX A = SKIP TO INSTRUCTION AFTER Q.lOb ASK Q.2a to 2d ABOUT THIS TRIP OUTSIDE AUSTRALIA. OR MORE, ASK Q.2a to 2d ABOUT MOST RECENT AND SECOND MOST RECENT TRIP OUTSIDE AUSTRALIA. 1 1 2 \ #B123-AD/IT/BR 2a) Thinking about your (most recent/second mosc recent) trip of four nights or longer to somewhere outside of Australia, which of these places did you visit on that trip? (HAND CARD "A" - CIRCLE AS MANY AS APPLY) Second Most most recent recent Mainland U.S.A. 22- 1 26- 1 Canada — - 2 2 Mexico 3 3 Central/South America 4 4 The West Indies/Caribbean-- 5 5 Africa 6 6 Near/Middle East 7 7 Asia 8 8 Hawaii /Guam/Samoa 9 9 Other South Pacific 10 10 New Zealand — -- 11 11 Europe/United Kingdom 12 12 Other (SPECIFY) 23- 27 . 2b) Which one of the trip descriptions on this card best describes what type of this was? (HAND CARD "B" - CIRCLE ONE ONLY) A visit to friends and relatives 24- 1 28- 1 A touring trip - 2 2 A city trip 3 3 An outdoor trip - 4 4 A resort trip 5 5 A trip to an exhibition, special event, amusement or theme park 6 6 A cruise 7 7 A trip that combined business and pleasure 8 8 trip (IF MAINLAND U.S.A. CIRCLED IN Q.2a ASK Q.2c. IF CANADA CIRCLED IN Q.2a ASK Q.2d ALL OTHERS SKIP TO INSTRUCTION AFTER QU.2d) 25-fiLANK 29-BLWK #B123-AU/IT/BR 2c) While you were in the United States, by which of the following did you travel? (HAND CARD "C" - CIRCLE AS MANY AS APPLY) Second Most most recent recent Plane - --- - 3 0" 1 Train • Bus between cities - - ■ Public Transportation within cities (e.g. Bus, subway, tram, etc. excluding taxis) Boat Rented Car Private Car Camper or Caravan ■ 2d) While you were in Canada, by which of the following did you travel? (HANDCARD "C H - CIRCLE AS MANY AS APPLY) IF BOX A IN Q.K = IF BOX A IN Q.K = Plane - Train Bus between cities ■ Public Transporation within cities (e.g. Bus, subway, tram, etc. excluding taxis) Boat Rented Car Private Car Camper or Caravan CONTINUE. 1 2 33- l 2 3 3LANK 34-BLANK Second Most most recent recent I- 1 35- 1 2 2 3 3 4 4 5 5 6 6 7 7 OR MORE, ASK Q.3a TO Q.10 ABOUT SECOND MOST RECENT TRIP. SAY : Now just thinking about your second most recent trip.. 3a) On that trip to (DESTINATION IN Q.2a), how many nights, in total, were you away from home? (RECORD NUMBER) 3b a 38 3b) And when did you take that trip? Please tell me the month and the year you started that trip. (month; 39 40 1 I 9 lyear) 41 42(f) #B123-AU/IT/BR - 4 - 4a) Whom did you travel with on this trip? (CIRCLE AS MANY AS APPLY) Travelled alone 43- 1 -^SKIP TO Q.5a Wife/husband/girlfriend/boyfriend 2 Child(ren) 3 fat her /mot her 4 Other relatives 5 Friends 6 Organised group/club/etc 7 Business associates/colleagues 8 Other (Specify) 4b) Including yourself, how many people were there in your individual travel party or group? (CIRCLE ONE ONLY) 44-1 2 3 4 5 6 7 8 9 or more 4c) And how many of these were under 18 years of age? (CIRCLE ONE ONLY) 45-0 1 2 3 4 5 6 7 8 9 or more 5a) How long Defore your trip did you definitely decide to go to (DESTINATION)? (RECORD NUMBER IN APPROPRIATE BOX) weeks OR months OR years 46 47 48 49 50 51 5b) And how long before your trip did you actually start booking it? weeks OR months OR years 52 53 54 55 56 57 6a) What different sources of information, if any, did you use when you were planning the trip? (CIRCLE AS MANY AS APPLY) ANY USED Talked to Travel Agent Picked up brochures/pamphlets Talked to friends/family members Airline Tour operator /company Read articles/features in newspapers/ mazagines Books/went to library Automobi le Association -- Government tourism office/Board Embassy /Consul ate Clubs/Associations Advert i sements Other (SPECIFY) Q.6a 58 - 1 2 3 4 5 6 7 8 9 10 11 12 MOST IMPORTANT 0.6b 60- l 2 3 4 5 6 7 8 9 10 11 12 59- 61 None- 11 11 6b) And which one of these sources would you say was the most important? (CIRCLE ONE) #B123-AU/TT/BR - 5 - 7a) Was your plane ticket part of a package that included accommodation? Yes 62- 1 No 2 — ►SKIP TO Q.7c 7b) Where did you book your flight and accommodation? (CIRCLE ONE ONLY) Travel Agent Directly with Airline- Other (SPECIFY) 63- 1 2 SKIP TO Q.8a 7c) Where did you book your flight to and from your destination for this holiday? (CIRCLE ONE ONLY) Travel Agent Directly with airline- Other (SPECIFY) 64- 1 2 7d) And where did you book your accommodation for this holiday? (CIRCLE AS MANY AS APPLY) Travel Agent 6B- 1 Directly with Hotel, etc. 2 Scayed with friends/relatives-- 3 Did not book in advance 4 Other (SPECIFY) 8a) And was your trip a guided tour, that is, did you travel with a group on a planned itinerary? Yes 66-1 No- 2 -►SKIP TO Q.9 8b) And where did you book your guided tour? Travel Agent 67- 1 Tour company/Holiday company — 2 Through an airline — 3 Other (SPECIFY) #B123-AU/IT/BR - 6 - 9. I would like you to cell me which of the following activities you actually took part in during your holiday? (READ EVERY STATEMENT STARTING WITH * CIRCLE AS MANY AS APPLY Attending concerts/live theatre 68- 1 Attending local festivals/fairs/other special events 2 Attending sporting events 3 Climbing, hiking, etc. - 4 Getting to know the local inhabitants — 5 /Dining out in restaurants 6 Fishing 7 Going on short guided excursions/tours-- 8 Golfing or playing tennis 9 Horse-riding Hunting 1 1 Observing wildlife/bird watching--- 12 Sampling local foods 69- 1 Shopping 2 Sightseeing in cities 3 Snow skiing (downhill or cross country)- 4 Sunbathing or other beach activities 5 Swimming 6 Taking pictures or filming 7 Sightseeing in the countryside 8 Visiting wilderness areas 9 Visiting amusement or theme parks Visiting casinos/gambling 11 Visiting friends or relatives 12 Visiting galleries/museums 70- 1 Visiting mountainous areas 2 Visiting national parks or forests--- — 3 Visiting night clubs or other places of entertainment (discos, dancing, etc)-- 4 Visiting the seaside 5 Visiting places of historical interest-- 6 Visiting sites commemorating important people 7 Visiting places of archeological interest 8 Visiting places of importance in military history 9 Visiting scenic landmarks Water sports (e.g. surfing, water skiing, sailing, canoeing, scuba diving 11 Visiting health spas 12 Taking a day cruise 71- 1 Taking a cruise of one or more nights — 2 10a) Overall, how satisfied were you with your holiday in DESTINATION? Would you say you were ... (READ LIST - CIRCLE ONE) ^Jery satisfied 72- 1 Somewhat satisfied 2 not very satisfied 3 OR not at all satisfied- 4 10b) And in the next 5 years, how likely is it that you will take another holiday to (DESTINATION)? Is it ... (READ LIST - CIRCLE ONE) very likely 73- 1 somewhat likely 2 not very likely 3 OR not at all likely — 4 (TURN PAGE AND READ Q.ll AND THEN HAND QUESTIONNAIRE AND PEN/PENCIL TO RESPONDENT) 74-78 BLANK #B123-AU7IT/BR 79 i^\ 80\2J - 7 - 1 -1 11) RESP 2 ■ Here are some statements describing how people might feel about vacation pleasure travel. For each statement listed, please put an "X" in one box to show how much you agree or disagree that the statement describes how you feel about overseas vacation travel . like to have all my travel arrangements made before I start out on vacation — take short pleasure trips whenever I have the opportunity Making arrangements for major trips can be such a bother that I end up not travelling usually choose vacation places where I have been before For me, money spent on travel is well spent 1 n any one year I would rather take a number of short vacation trips instead of one long vacation trip 11 would just as soon spend my money on things other than vacation travel 12 enjoy making my own arrangements for vacation trips 13 Once I get to my destination, I like to stay put - 14 think it's worth paying more to get luxuries and extras on a vacation trip 15 Strongly agree eDi 7 Di bDi 9D1 oDi prefer to go on guided tours when vacationing overseas don't have to travel to enjoy a vacation don't have to spend a lot of money to enjoy a vacation like to go to a different place on each new vacation trip often choose vacation places that I have heard about from friends who have been there 16 17 19 20 Di Di Di Di Di Di Di Di Di t is important that the people I encounter on a vacation trip speak my language 21 usually travel on reduced air fares -- 22 like to make my arrangements as I go- along on a vacation 23 usually use a travel agent to help me decide where to go on vacation 24 prefer to leave the organising to the people I'm travelling with 25 26 usually buy vacation packages which include both accommodation and transportation When visiting another country, I like to travel from place to place rather than spending my whole vacation in one area 27 nexpensive travel to the destination country is important to me usually travel on all-inclusive package vacations Getting value for my vacation money is very important to me — - Agree somewhat D2 Dz a? □ 2 D 2 a? D 2 n 2 a 2 a 2 □ 2 □ 2 a 2 a 2 Di a D, n 2 □ 2 Di □ 2 Di □ 2 Di □ Disagree somewhat □ 3 □ 3 □ 3 Di Di □ 3 □ 3 Dj D 3 □ 3 □ 3 □ 3 □ 3 □ 3 □ 3 □ 3 □ 3 □ 3 □ 3 □ 3 Strongly disagree □ 4 □ 4 □ 4 □ 4 □ 4 □ 4 □ 4 □ 4 □ 4 □ 4 □ 4 □ 4 □ 4 □ 4 □ 4 H< □ 4 □ 4 □ 4 □ 4 27 O □ 2 □ 3 □ 4 2 8 Ljl D 2 D, D, 2 9 LJl □ 2 □ 3 D, 30 Q □ 2 □ 3 □ 4 3,- © PLEASE HAND BACK TO INTERVIEWER #B123-AU/JT/BR 12a) Now I'd like you to think about places outside Australia that you would like to travel to for a vacation. What are the names of five places that you would like to visit on an overseas vacation trip? (RECORD BELOW IN ORDER MENTIONED - PROBE UNTIL 5 PLACES GIVEN) Q.12b Most like to visit 47- 1 32 33 34 35 36 3/ 38 39 40 41 42 43 44 4b 46 12b) Which one of these places would you most like to visit in the next two years? (CIRCLE ONE ONLY) — T 12c) And how likely is it that you will visit ...(PLACE FROM Q.12b) in the next 12 months? Would you say that you (READ LIST - CIRCLE ONE) will definitely visit 48- 1 are very likely to visit 2 are somewhat likely to visit 3 might or might not visit 4 OR are not likely to visit 5 13) I would like to know how important different, things are to you when deciding to take an overseas vacation trip. (TURN PAGE AND READ Q.13 AND HAND QUESTIONNAIRE AND PEN/PENCIL TO RESPONDENT) (WHEN RESPONDENT HAS COMPLETED Q.13, TURN PAGE AND READ Q.14. HAND QUESTIONNAIRE BACK TO RESPONDENT). #B123-AU/IT/BR - 9 - 13) Please imagine that you are thinking of taking an overseas vacation trip. For each statement on this page, "X" one box to show how important that reason is to you when considering such a trip. Very Somewhat Not very Not at all important important important important Getting away from the demands i — i of home 49- 1_ ^Reliving past good times 50- j | Experiencing new and different lifestyles Trying new foods 51-D 52-D Travelling through places that are important in history — 53-D Being free to act the way I feel 54-1 Finding thrills and excitement - 55- J Experiencing a simpler lifestyle 56- [ Being together as a family 57- j Meet i ng people with similar interests Seeing and experiencing a foreign destination Going places my friends haven't been Talking about the trip after I return home 58-D 60-D Travelling to places where I feel safe and secure Seeing as much as possible in the time available 6,-n Participating in sports 62-1 Watching sports events 63-1 64-D Having fun, being entertained -- 65- 1 Rediscovering myself 67-[_ Visiting friends and relatives-- 68-j | Visiting places my family came | — ■ from 69 -|_ , Being physically active 70-1 Getting a change from a busy job 71-| Being daring and adventuresome - 72— j ■, Doing nothing at all Learning new things, increasing my knowledge Indulging in luxury Roughing it Escaping from the ordinary Feelir #B123-AU/IT/BR Feeling at home away from home — 7 7 8 qJ Q 2 □ 2 D3 D = D = D = D = D = □ 3 D = D> D> □ 3 D> D> D> D^ □ 3 D' D = D = D> D> D = D = D> D» D3 D> D3 Da D 3 □ < D« D< D. Q< D. D D D □ □ □ a a a a a a a a □ D a a PLEASE HAND BACK TO INTERVIEWER 10 1-1 RESP 2-5 6-9 BLANK 14) When choosing a destination for an overseas vacation trip, different things are important to different people. Listed below are a number of items. For each item, please "X" one box to show how important that item is to you in an overseas vacation destination. 6-9 BLANK Very Somewhat Not very Not at all Important important important important High quality restaurants 10- Budget accommodation 11- Seaside 12- Golf and tennis 13- Big modern cities 14- Historic old cities 15- Nightlife and entertainment (Bars, clubs, dancing) 16- Outstanding scenery 17- Shopping 18- Reliable weather - - 19- Standards of hygiene and cleanliness 20- Mountainous areas 21- Local cuisine 22- Personal safety, even when travelling alone 23- Snow skiing (downhill/cross-country) 24- Interesting small towns and villages 25- Beaches for swimming and sunning 26- Casinos and gambling 27- Campgrounds and trailer parks 28- Local festivals, such as folklore and country fairs 29- Amusement or theme parks 30- Museums and art galleries 31- Warm, sunny climate - 32- Wilderness and undisturbed nature 33- Interesting and friendly local people -- 34- Wide open spaces to get away from crowds- 35- Local crafts and handiwork 36- Outdoor activities such as hiking, climbing 37- Inexpensive restaurants 38- Public transportation such as airlines, railways, local transit systems 39- Live theatre and concerts 40- iD 2D 3d *□ iD 2C 3d *d iD 2C 3d 4d iD 2C 3d 4d iD 2C 3d 4 a iD 2D 3d 4d ! 3 2D 3d 4d 1 zC 3d 4d 1 D ' 2 C 3d 4d 1 3 It 3d 4d 1 3 3d 4d 1 □ 2D 3d 4d 1 □ 2d 3d 4d iD 2d 3 Q 3d 4d iD 2d 4d iD 2D 3d 4d iD 2C 3d 4d iD 2D 3d 4d iD 2D 3d 4d iD 2d 3d 4d iD 2D 3d 4d iD 2d 3d 4d iD 2d 3d 4d iD 2d 3d ^d iQ 2d 3d 4d iD 2 a 3d 4d iD 2D 3d 4d iD 2d 3d ^d iD 2D 3d 4d iD 2D 3d 4d i □ 2D 3d <□ B123-AU/IT/BR 11 Very Somewhat Not very Not at all important important important important Resort areas 41- Unique or different cultural groups such as Eskimo and Indian 42- National parks and forests 43- Inexpensive travel in the destination country 44- Variety of short guided excursions/tours- 45- Exotic atmosphere -- 46- Warm welcome for tourist 47- Lakes and rivers 48- Culture different from my own- — 49- Fishing - 50- Hunting 51- First class hotels 52- Spectator sporting events 53- Historical, archeological or military sites & buildings - 54- Chance to see wildlife and birds I don't usually see 55- Opportunities to increase one's knowledge 56- Manageable size so I can see everything I want to see 57- Water sports such as surfing, water skiing, sailing, scuba diving 58- Fast food restaurants 59- Environmental quality of air, water and soil - - - 60- Cruises of one or more nights 61- 6?- BLANK 63- © 64-78- BLANK 79- ro 80- W in 2D 3D <□ id 2D 3D 4D iQ 2D 3D <□ iD 2D ?□ 4D IB 2D 3D *□ 2D 3D 4D ill 2D 3D ^n iC 2D 3D 4D iL 2D 3D 4D iC 2D 3D 4D iL zD 3D 4D iC 2D 3D 4D iC 2D 3D 4D a 2Q 3 □ □ a D a □ a 2D 2D a a a a 3D 3D □ 2 □ 3D 3D 3D 3D 3D 4D 4D 4D 4D 4D 4D 4D 4D PLEASE HAND BACK TO INTERVIEWER IB123-AU/IT/BR 12 1-1 RESP 2-5 15a) Now I'd like you to thin'; *R u# o o o ■* SO * u# U=S O W\ f> SO * u£ o o o f*> IV H Z * u# UJ ITS. O *A ^^ U (N rx 1/5 o # ^# QJ CU O o o 00 D # ...* rt > u°S O "S UJ c >— < 00 u w CO * H QJ i/S Os c/n ' On * * O SO ffs QJ JZ 4-" o * O IV OS m — H o oo Os O Os OS O a UJ ■§ N < 1—1 to •.■d-ocot^sou-\u"\.3-.3-rOSOCSOO\0-H fsi — > os — i ir\ — < \£> , rs. oo or^i^iA-a-^j-r^r^fMCNrsi— i (*SiAC^VD— < CO fS ON 1^ C"\ — I IV ^sDir\ct--a-mr^CM(N(N(M-H vooosr^ooi^soh^io— >l00i'N.< y "\O00s0 w r QJ £ CO c ^ +j o .£ '^ hv '+-> m o > 5 s q; Os QJ > — ' c QJ vo iti W s "S .- "^ ^ oorv -a c o o oooooooooSS ooiAOinooooo^i i. U-\— ,— <(N!(S|f*S^lASOOO— i — i QJ 6 s - JD E -^ ° tS "p o o ^ i; 3 .Xi QJ 3 QJ -"^ (ti BO—" « ♦* " H > f, « jr TJ QJ U QJ 3 > "- QJ q; - > W QJ Pleasure Travel Markets to North America - Australia 1988 APPENDIX V HOW TO INTERPRET A DISCRIMINANT MAP Pleasure Travel Markets to North America - Australia 1988 Note: In the following description of how to interpret a disciminant map, Figure 6 in this report will be used as an example to illustrate some of the points discussed. The purpose of this discriminant map is to provide a visual summary of the ways in which the segment groups differ from each other. It identifies the extent to which specific attributes differentiate or discriminate the segment groups. On the map attributes appear as lines radiating from the center of the map whereas segment groups appear as points on the map. The positions of the groups on the map reflect the differences among them. Basically, groups which are closer together on a discriminant map are more similar to each other than groups which are further apart. The length and direction of the lines representing the attributes are also an important consideration. The length of a line is directly proportional to the "discriminating power" of the attribute in question. For example, the attribute "usually buy vacation packages" is represented by a relatively long line because the variation in the ratings of the segment groups on this attribute were quite large. On the other hand, the attribute "do not have to spend a lot of money" is represented by a relatively short line because there was much less variation in the segment group ratings on this attribute. The direction of the line relative to other lines reflects the degree of association between the attributes in question. For example, the attributes "use travel agent to help decide destination" and "like prearranged travel" point in the same direction. Therefore, segments which buy vacation packages are also the ones which like prearranged travel. Attributes pointing in opposite directions to each other are also highly correlated, except in a negative sense. Attributes which appear at right angles to each other are uncorrelated. To determine the relative importance of the attributes to each of the groups the positions of the groups relative to the attribute lines are considered. For example, consider an imaginary line on the right side of the map which is perpendicular to the attribute "prefer guided tours". By sweeping this perpendicular to the left through the map (always maintaining its perpendicular orientation) the line initially encounters the point representing the Touring Package group. Continuing this sweep it then encounters the Guarded group followed lastly by the Budget Independent group. The order in which groups are encountered is important because it gives the rank order of the mean ratings of each group on that particular attribute. With the attribute "prefer guided tours" it is apparent that package travelers would rate this as more important than independent travelers. When interpreting a discriminant map it should be remembered that the map is only a summary and it therefore does not represent all the information present in the data. Nevertheless, the maps in this report account for at least 93% of the data and are thus a fairly good representation of the group-attribute relationships. Pleasure Travel Markets to North America - Australia 1988 -fr U.S. GOVERNMENT PRINTING OFFICE 1989—2 k 2 -3 18 '04055 APPENDIX VI MAP OF AUSTRALIA Pleasure Travel Markets to North America - Australia 1988 c CO -Q I/) 00