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China is WA‘s 2nd largest
market for total spend and
6th for visitors
Source: June 2016 YE IVS - Tourism Research Australia
UP
6.9%51,100VISITORS
MILLION
SPEND
UP
7.9%$263
Holiday 45%
VFR 27%
Business 14%
Education 16%
Other 8%
Key Trends & Changes
• Chinese outbound reached 122 million in 2016, up 4.3%.
• 70s and 90s’ age groups represents 67%.
70s prefers high quality and luxury travel experiences
90s are more adventure seekers
• Family travel represents 21%.
• Spending on travels from ¥5,000 to ¥20,000 represents 75%.
• 1.3 million Chinese visitors to Australia, up 11% but spend
declines.
• FITs and Private Groups continue to grow.
Tianjin
Hangzhou
NanjingWuhan
ChangshaXiamen
Chengdu
Chongqing
More secondary Chinese cities emerging as
key outbound travel source market
Beijing (6)
Shanghai (9)
Hangzhou (2)
Nanjing (1)
Zuzhou (1)
Changsha (1)
Guangzhou (3)
Shenzhen (4)
Chengdu (1)
Chongqing (1)
Distribution DevelopmentTo drive consumer action by working with KDPs, OTAs and major online
travel platforms - Ctrip, Fliggy, Ly.com and Lushu
Xiamen (1)
Key Trends & Changes
• From 29 October 2017 China Southern will operate a 5th
weekly flight with a new A33B aircraft.
48% increase in seat capacity.
• Cathay Pacific will upgrade the HKG-PER route with A350
aircraft from 29 October 2017.
From 29 October 2017 CZ will operate a 5th weekly flight
with a new A33B aircraft between Perth and Guangzhou
48% increase in seat capacity or additional 43,888 seats between
Perth and Guangzhou per annum
• From 29 October 2017 China Southern will operate a 5th
weekly flight with a new A33B aircraft.
48% increase in seat capacity.
• Cathay Pacific will upgrade the HKG-PER route with A350
aircraft from 29 October 2017.
CX will upgrade the
HKG-PER route with
A350 aircraft from 29
October 2017
11% increase in seat
capacity or
additional 21,840
seats between Perth
and Hong Kong per
annum
• From 29 October 2017 China Southern will operate a 5th
weekly flight with a new A33B aircraft.
48% increase in seat capacity.
• Cathay Pacific will upgrade the HKG-PER route with A350
aircraft from 29 October 2017.
17% Market Share of
China to Perth pax
Strong partnership
between Tourism WA
and Singapore
Airlines in key
international markets
including China and
Hong Kong
• From 29 October 2017 China Southern will operate a 5th
weekly flight with a new A33B aircraft.
48% increase in seat capacity.
• Cathay Pacific will upgrade the HKG-PER route with A350
aircraft from 29 October 2017.
To work in
partnership with
TA and Perth
Airport to start
and grow
Shanghai to Perth
China Eastern
services
Key Trends & Changes
• WA awareness is still low. However, our selling proposition as
a nature based experience, mono and premium destination
achieved reasonable recognition.
• WA’s unique natural environments, costal scenery and the
landscape grab the interest of Chinese travelers.
• Chinese visitors travel further and spend more time in
Regional WA whilst Perth is still an important part of the
itinerary.
• Increased custom made itinerary, private groups, PITs/FITs.
• Repeat visitation continue to grow. (Almost 50% of Chinese visitors
to Australia in 2015/16 were repeat visitors looking for new and different
experiences.)
Great nature, spectacular costal scenery and beaches
Pristine natural environment
Safe and secure
Same time zone
Natural wonders
Unique animals, aquatic wildlife and activities
Great food and wine experiences
New infrastructure and hotel developments in Perth
Accessible nature
Diversity of the State
No ADS shopping tours thus far
Focus on our Selling
Proposition and Key
Strengths
Focus on the most valuable consumers
Experienced and Premium Travelers
(Private/Small Groups)
Are more likely to be the 70s age group. Some have been
to Australia before. Prefer to travel in group tours (GIT).
Choice is about value for money and high quality
packages. Influenced by WOM recommendations and
travel agents.
Experience & Adventure Seekers (PITs/FITs)
Are more likely younger age travelers. Well educated and
competent in English language. Seek new experiences and
adventures, want to feel free and explore places before
anyone else. Prefer FIT travel. Social media, internet and
technologically sophisticated and more likely to disperse.
Family Travel (PITs/FITs, Small Groups)
Travel with children. Prefer travel in small groups. Social
media, internet and technologically is relatively
sophisticated and more likely to disperse.
WHAT OUR CONSUMERS LOOKS LIKEPerth has increased its
capability and
attractiveness to the
corporate incentive
groups
School Excursion
Summer Camp
Training Courses
Hong Kong is WA‘s
6th largest market for
total spend and 11th
for visitors
Source: June 2017 YE IVS - Tourism Research Australia
24,000 +21.2%VISITORS
Holiday 57%
VFR 38%
Business 5%
Education 10%
Other 3%
100 +42.6%MILLION SPEND
UP
42.6%
UP
21.2%
Proximity and same time zone
WA’s tourism experience appears to
Hong Kong’s experience seekers
Increasing young age travelers and FITs
while group market is still important
Large expat community
More sophisticated travel industry – less
communication barriers
Increased use of digital technologies by
consumers
CX operates 10 weekly services between
Hong Kong and Perth
SQ/Singapore strong connecting hub
KEY OPPORTUNITIES
TARGET SEGMENTS
Experienced Travelers (GITs/Small Groups)
Are more likely to be 30 – 50 years of age and have been to
Australia before. Prefer to travel in group tours (GIT). Choice
is about value for money and high quality packages.
Influenced by WOM recommendations and travel agents.
New Experience and Adventures Seekers
(FITs)
Youth Segment (Small Groups/FITs)
New experience, Adventures Seekers and Youth Segment are
more likely younger age travelers. Well educated and
competent in English language. Seek new experiences and
adventures, want to feel free and visit new places before
anyone else. Prefer FIT travel. Social media, internet and
technologically sophisticated and more likely to disperse.
EDUCATE THE CONSUMER & TRADE PARTNERS
KEY STRATEGIES KEY ACTIVITIES
To address the consumer knowledge
gaps and information needs by creating
and distributing inspiring contents and
key messages through relevant
channels.
To educate our target audience about the
quality experiences in Perth and Regional
WA and how to plan their holidays
through relevant channels.
PR and media famils
Social media and digital marketing
activities – facebook Hong Kong
Trade events
ASP trainings
DRIVE CONVERSION
KEY STRATEGIES KEY ACTIVITIES
To drive consumer action by working with
key airlines and travel agents to design
and promote quality travel packages with
a focus on Mono WA travel packages for
both GITs and FITs markets.
SQ co-op campaigns
Wing On, Kuoni and Jetour co-op
campaigns
FIT agents co-op campaigns
Rank Market YE Aug 2017 17/16 % Change
1 NZ 1,357,400 2.3%
2 China 1,310,600 11.2%
3 USA 763,400 11.0%
4 UK 722,300 2.3%
5 Singapore 436,900 3.6%
6 Japan 433,000 9.5%
7 Malaysia 410,000 10.7%
8 South Korea 288,100 8.4%
9 India 286,000 15.3%
10 Hong Kong 267,400 11.5%
11 Germany 207,100 8.0%
12 Indonesia 194,100 17.1%
13 Taiwan 173,600 13.2%
Source: Australian Bureau of Statistics
Source: Tourism Research Australia, International and National Visitors Surveys, YE June 2017
2010 2011 2012 2013 2014 2015 2016 2017
Total Visitor 5,800 6,300 10,000 12,200 11,600 12,500 10,600 11,400
Leisure 5,000 5,000 7,600 10,100 9,200 10,500 9,200 9,900
Total Spend(in millions)
$39 $27 $43 $53 $49 $58 $64 $55
WA Market
Share
7% 8% 12% 12% 11% 11% 8% 7%
Taiwanese Visitors to WAWA’s 13th largest market for total spend
Agents from Taiwan attending WAGCTM
No. Agents
1 Phoenix Tours
2 Lion Travel Service
3 South East Travel Service
4 Hung Ta Travel Service
5 Enjoy Travel Service
6 Joyee Tour
CHINAKEY ACTIVITIES 2017-2018
1617 Activities Overview
Conversion – 5,529 Pax
• JADIWA China Campaign – 1,347 pax
• Fliggy (Alitrip) Campaign - 1,505 pax
• Ctrip Promotion with SQ – 440 pax
• Tactical Campaign with Key Distribution Partners – 2,237 pax
Trade Events - WACTM, Nihao WA, Corrobree Asia
Destination branding, PR & Social Media Campaign
It is not just translation!
It is brand positioning and
localization!
JADIWA China Campaign
JADIWA China Campaign
Campaign Period: 24 Oct – 31 Dec 2016
Key Results
• Campaign Site Page View: 744,612 times
• Campaign Site Unique Visit: 224,648 times
• JADIWA videos viewed: 520,354 times
• JADIWA videos like: 35,325 likes
• Conversion: 1,347 pax
Key Learnings: Localized Content, Partnership, Integrated Campaign
JADIWA China Campaign
Fliggy (Alitrip) CampaignBackground• Fast growing Chinese FIT• Chinese FIT Booking Behavior• A gap in FIT distribution
Objectives• Make WA’s products & destination information
booking friendly to Chinese FIT travelers through major online travel platform.
• Drive conversion by positioning WA as a desirable holiday destination for Chinese FIT travelers.
Partners: China Southern Airlines, Fliggy, Two online KDPs, WA Industry, RTOs
Campaign Period: 29 May – 31 August 2017
Destination Content Upload• 100 Point of Interest uploaded to Fliggy for
Chinese FITs to learn about WA and plan their holiday.
Destination Exposure• Campaign Site Page View: 762,600• Clicks: 1,274,100
Industry Involvement• 56 WA tour products from 25 operators are
uploaded to Fliggy through 2 online KDPs.
Conversion• 1,505 Fliggy Users bought 5,461 WA products
Key Learnings: Capture Market Trend & Engage Industry
Fliggy (Alitrip) Campaign
Tactical Campaigns
• Ctrip Promotion (Phase I: Sep – Oct 2017; Phase II Dec 2017 – Apr 2018)
• Tactical Campaign with Key Distribution Partners (Dec 2017 – Jun 2018)
• SQ Campaign (Mar – Jun 2018)
• Fliggy Campaign (tbc)
Trade Education
• WAGCTM
• Nihao WA
• Coop with Lushu Technology (Mar – Jun 2018)
Branding & PR
• Social Media & PR
• Destination Branding
Upcoming Activities in 1718
HONG KONGKEY ACTIVITIES 2017-2018
Media Campaign with New MediaJune 2017
• Objective – Destination Media Exposure
– Content Development
• Campaign Period – 3 Weeks
• 9 Facebook Posts + 3 Online Articles + 3 FP Printed Advertorial
• Result– 1.75m reach
– 144,000 pageviews
– PREAV A$179,899
Highest Engagement post Highest Post Clicks Most Link Clicks
FINDINGS - The highest engagements TRIPLE the average rate- Readers eager to read more information
Pink Lake Post was the one with the highest Engagement Rate and 2nd highest Post Clicks rate.
Singapore Airlines Co-op CampaignJune – July
• Target FIT and Small Group Traveler
• Campaign Period – 3 weeks
• Booking Period – 4weeks
• Online and Social Media (100%)
• ROI 246:1
Wing On Travel Co-op CampaignJune - August
• Target - Experienced Travelers (GITs)
• Campaign Period 7 weeks
• Promotion: • Printed Advertisements (25%)
• Outdoor Advertisement (75%)
• Bus advertising
• ROI 47:1 (250% up)
Printed Ad
Bus Advertising 16 buses x 6 weeks
Kuoni Travel Co-op CampaignJune - August
• Target - Luxury Travel (Small Groups/FITs)
• Campaign Period 6 weeks
• Promotion: • Printed Advertisements (45%)
• Outdoor Exposure (55%)
• ROI 31:1 (20% below)
SQ2PerthWA campaignOctober - January
• Target - 22-39 Youth Segment (Small Groups/FITs)
• Campaign Period 5 weeks• Promotion:
– Online and Social Media (85%)– Printed Advertisement (15%)
• 5 videos for 5 consecutive weeks • Story about two young besties
travel to Perth her own• Videos + Campaign website• With 4 travel agents to provide FIT
package conversion
Campaign Site SQ2PerthWA.hk
Up Coming Activities
• Wing On Travel co-op– Leisure GIT
– November – December
• Kuoni Travel co-op– Luxury GIT
– November - December
• Perth On Sales Campaign– FIT and Small Group Traveler
– April - May
THANK YOU