Roundtable:
Research in the tourism sector
Participants:
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Roxanne Hopkins
Director Destination Marketing, Brisbane
Marketing |
Maree
Tetlow
Managing Director, Northern Territory Tourist Commission
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Lawrence Franklin
Manager Strategic Insights, Tourism Australia
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Ross MacDiarmid
Chief Executive, Australian Capital Tourism Corporation |
1. What would you identify as the major tourism challenges currently being addressed by your organisation?
R Hopkins:
The current flat-lining of domestic tourism. It is important our domestic offerings are seen as just as attractive as taking an overseas holiday. The multi-media campaign aiming to challenge outdated perceptions of Brisbane launched in July 2005 was our first step in addressing this issue. Until these perceptions are improved, the tactical 'sell' of tourism is going to be a challenge.
M Tetlow:
Challenges include the competitively priced aviation access from key markets; acquiring the labour/skills for the tourism industry; developing new and sustainable indigenous tourism products; and positioning and promoting the Northern Territory as a leading nature and culture destination in a highly competitive and changing global travel market place.
L Franklin:
Domestic tourism faces a number of key challenges all of which are conspiring to dampen demand. These include an overall decline in visitation generated by competing demands for discretionary expenditure, a growing pool of unused annual leave and growing levels of outbound (Australians leaving our shores) tourism.
R MacDiarmid:
Our challenges include the continuing stereotypical negative portrayal of Canberra; declining competitive access to the ACT; the dominance of non commissionable product; relatively low private sector investment in attractions or destination marketing; and a continuing decline in the number of major exhibitions and/or a lack of reinvention or refreshing of the ACT's core product.
2. What major tourism development initiatives is your organisation currently undertaking?
R Hopkins:
Brisbane Marketing is engaging in resident support for marketing campaigns. This is to encourage the Visiting Friends and Relatives (VFR) market (79% of Brisbane residents liked our new television commercial). Also incorporating other campaigns such as a Brisbane Advocates word of mouth campaign and non traditional itineraries for media and trade.
M Tetlow:
Currently, the Northern Territory Tourist Commission (NTTC) is developing initiatives focused on touring and 4WD routes, particularly new tourism products around the Red Centre Way (the route that includes Alice Springs to Uluru and return via Kings Canyon). Other initiatives include: Indigenous tourism development, particularly in areas such as the Daly River; tourism opportunities in national parks – particularly Kakadu National Park; and leveraging the tourism benefits of the $1.1 billion Darwin City Waterfront project.
L Franklin:
Without a doubt the major initiative in the short term is the launch of our new global campaign targeting the 'experience seeker'. Allied with this campaign and a global approach to many of our programs are initiatives in the areas of communication content, public relations, digital programs and experience development.
R MacDiarmid:
Some initiatives for the Australian Capital Tourism Corporation would include leveraging national capital status and brand positioning to maximise opportunities by using themes to tell the 'Australian story', improving reputation for quality of Canberra district wine and food, plus continuing to build community support for tourism.
3. In what ways has market research made a contribution to supporting these tourism development initiatives?
R Hopkins:
The segmentation and brand essence research we commissioned in 2005 has helped support these initiatives through having a thorough understanding of the territory Brisbane can 'own' within the domestic travel market, and by providing the tools to ensure the continual delivery of the brand.
M Tetlow:
The Northern Territory Tourist Commission (NTTC) accesses a broad range of primary research as well as commissioning customised research for specific purposes. Specific customised research has included: Insights into consumer expectations for the planning of Red Centre Way services; competitor analysis for the Darwin Convention Centre; and alignment of the marketing segmentation research of our customers with development proposals.
L Franklin:
Research plays a critical role in informing strategy development, execution and evaluation in Tourism Australia. Perhaps the most pertinent example of this is the search through secondary analysis and primary research for our global ideal visitor, the ‘Experience Seeker', creative territories research to inform creative development of our new campaign and concept testing to affirm the strategic approach and desired impact on our target markets.
R MacDiarmid:
Through market research we have built a knowledge base that provides the industry with factual information through which trends are monitored and product gaps are identified. It has provided detailed insights into the ACT's positioning with consumers and point of difference. It has also enabled us to develop a comprehensive understanding of the local community's attitudes towards the importance of tourism in Canberra.
4. What future challenges for Australia's tourism industry is your organisation preparing for?
R Hopkins:
Every year there are more and more destinations entering the tourism industry. As consumers continue to seek out the next new thing, there is so much choice and competition for their well earned dollars. Another valid issue, highlighted by Tourism Australia, is that so many Australians are not taking their annual leave entitlements.
M Tetlow:
Future challenges would include: The increased use of online activity for travel research and bookings; impact to Regional Australia of low cost airlines; and the change of demographics and motivation of the traditional ‘backpacker' market.
L Franklin:
We face a number of challenges which require investigation and strategic review, including, increasing competition for the travelling public internationally, China's growth as a destination and source market being a good example of this. In addition, aviation trends both internationally and domestically which provide opportunities and challenges.
R MacDiarmid:
Factors that need to be taken into consideration when preparing for future challenges include: Variability of economic activity; annual leave accrual and a time-poor workforce; major world shock or disaster; and increasing discount airline services to competitor destinations.
5. How do you see market research helping your organisation to address these challenges?
R Hopkins:
Research will play a key role in informing other sectors how their actions influence the tourism industry or even ensuring they understand they are in the tourism industry.
M Tetlow:
Research is a great help in determining the actual usage and behaviour of online activity. Also a comprehensive backpacker research project including focus groups has been a major consideration in developing an action plan for this segment.
L Franklin:
Market research has to be at the forefront of informing strategic responses to these issues. Realistically this will entail different elements including monitoring changes, identifying issues arising and commissioning specific work to explore the efficacy of particular responses by Tourism Australia or industry.
R MacDiarmid:
Market research is integral in continually providing an objective view of the marketplace. It enables us to track inbound and outbound travel and monitor destination preferences and intention to travel (for the ACT and our competitors). Through market research initiatives we work co-operatively with federal and state/territory counterparts to understand travel intentions and barriers.
6. What is your favourite holiday or short break destination?
R Hopkins:
North Stradbroke Island - It's so close to Brisbane, and the drive onto the ferry allows you to instantly unwind and feel a million miles away.
M Tetlow:
Katherine in the Northern Territory offers some wonderful memories including the Cutta Cutta Caves, the thermal springs in Katherine and nearby Mataranka.
L Franklin:
Favourite holiday destination is the South Coast of New South Wales. Although relatively undeveloped it has a good balance of natural resources, quaint villages and places to go on rainy days.
R MacDiarmid:
My favourite Australian holiday destination is the NSW Snowy Mountains. Great all year round, it's a destination offering many activities.
