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RACV Travel Survey April 2012
- 1. GOTTA GET AWAY RACV Holiday Survey - April 2012
- 2. HOLIDAY SURVEY • Nearly 5,000 RACV members responded by email in an April 2012 travel accommodation survey • Allhad taken a holiday within the last 12 months • Allstayed at paid accommodation for at least one night
- 3. TRAVEL FREQUENCY • 65% had travelled two or more times for short holidays (1-2 nights) • 57% had travelled two or more times for longer holidays (3 or more nights) • There was a growing preference for long weekend and week-long trips
- 4. DESTINATION Melbourne Victoria NSW QLD Other Aus State Overseas • 42% travelled more than 50km to outer Melbourne or Regional Victoria • 20% travelled overseas • 20% travelled to NSW or Queensland
- 5. WHO & WHY • 64% of the time more than one person was involved in planning the holiday • 46% were couples and 48% were three or more people travelling together • “To Relax” was the most common reason
- 6. BOOKING PREFERENCES Property by Phone Property Direct Online Property via Email Property Direct in Person Booking Website Travel Agent • 70% prefer to book Other directly with the accommodation property (phone, email, online or in person) • Most common reasons: Convenience (61%), Ease (45%), Cost (32%) and Accuracy (18%)
- 7. BOOKING PREFERENCES • 90%were influenced by a property’s Star rating in choosing their accommodation • 43% use printed travel guides to plan or book travel - they help to drive or reinforce the online actions • 11% went on holiday as a result of seeing a good deal advertised
- 8. INTERNET USE • 85% use the internet while travelling • 59% access the internet by laptop, 53% by phone or tablet, 24% from the property’s computer, 21% from internet cafe
- 9. DEMOGRAPHICS Single Couple - No Children Family - preschool children Family - school age children Family - teenage children Empty Nesters • 60% were female • 22% were in their 40s, 29% were in their 50s, 28% were over 60 • 66% had household incomes over $70,000 per annum
- 10. NEED MORE INFO... • AAA Tourism is a subsidiary of the RACV and the other Australian Auto Clubs • We work with accommodation and leisure clients to maximize their exposure to Australia’s 7.1 million auto club members • We make your phone ring with enquiries and we send people to your website • We provide online, live, commission-free bookings direct to your accommodation property • www.AAATourism.com.au • Email us at info@aaatourism.com.au • Call us on +613 8601 2200
Notes de l'éditeur
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- 1. The number who responded is relatively large and shows how important travel is to auto club members.\n2. All had travelled at least once in the last year - a strong indicator that domestic tourism is still growing\n
- 1. Another indicator that domestic tourism remains strong\n
- 1. The strong preference for domestic travel over international travel is evident\n
- 1. There are many reasons that people travel and number of people varies so accommodation providers need to cater for a wide variety of tastes\n
- 1. Direct contact with the property is the overwhelming driver of booking preference\n
- 1. Star-rating is a very strong influencer amongst auto club members\n2. A very large number use printed guides as part of their decision-making process\n3. Deals are important but need to be relevant and timely\n
- 1. The growing mobile use is very evident - especially while people are travelling\n
- 1. Auto club members are a key demographic - they have a higher disposable income, higher propensity to travel\n2. The key decision-maker is often female so their tastes should be top-of-mind\n