Australian Hospitality Conference - Hobart 3Sep12
-
Upload
chris-pattas -
Category
Travel
-
view
115 -
download
0
description
Transcript of Australian Hospitality Conference - Hobart 3Sep12
![Page 1: Australian Hospitality Conference - Hobart 3Sep12](https://reader033.fdocuments.us/reader033/viewer/2022060109/5553492ab4c90503618b4ddd/html5/thumbnails/1.jpg)
STARRY EYED: THE NEW STAR-RATING
SYSTEMChris Pattas
AAA Tourism
![Page 2: Australian Hospitality Conference - Hobart 3Sep12](https://reader033.fdocuments.us/reader033/viewer/2022060109/5553492ab4c90503618b4ddd/html5/thumbnails/2.jpg)
No-One Wins with Self-Rating
2000 executives were asked by a Business Week survey:
"Are you one of the top 10% of performers in your company?"
90% said "Yes"!
![Page 3: Australian Hospitality Conference - Hobart 3Sep12](https://reader033.fdocuments.us/reader033/viewer/2022060109/5553492ab4c90503618b4ddd/html5/thumbnails/3.jpg)
8.4 Million Auto Club Members
Motoring, Travel, Insurance, Finance
Where to Go? Where to Stay?
What to See and Do?
![Page 4: Australian Hospitality Conference - Hobart 3Sep12](https://reader033.fdocuments.us/reader033/viewer/2022060109/5553492ab4c90503618b4ddd/html5/thumbnails/4.jpg)
Inform Me
(Plan)
Make It Easy (Book)
Motivate Me
(Interest)
Help Me Enjoy It
(Tools)
Share It
(Opinion)
Inspire Me
(Dream)
Media
Club Channels
Website
General/Social Media
Tools
Directory, Search
Mapping
Deals
Booking Engine
How We Engage With Members
![Page 5: Australian Hospitality Conference - Hobart 3Sep12](https://reader033.fdocuments.us/reader033/viewer/2022060109/5553492ab4c90503618b4ddd/html5/thumbnails/5.jpg)
Our Online Reach
![Page 6: Australian Hospitality Conference - Hobart 3Sep12](https://reader033.fdocuments.us/reader033/viewer/2022060109/5553492ab4c90503618b4ddd/html5/thumbnails/6.jpg)
• Immediate branding (STAR-rating)
• Online commission-free bookings
• We make your phone ring
• We send travellers to your websites
• Rich imagery & video of your business
• Unique access to 8.4 million Auto Club members
• Destination marketing
• Face-to-face relationship
Our Points Of Difference
![Page 7: Australian Hospitality Conference - Hobart 3Sep12](https://reader033.fdocuments.us/reader033/viewer/2022060109/5553492ab4c90503618b4ddd/html5/thumbnails/7.jpg)
Our Members Can & Do Travel
• Nearly 5,000 RACV members responded by email in an April 2012 travel accommodation survey
• Holiday within the last 12 months
• At least one night accommodation
![Page 8: Australian Hospitality Conference - Hobart 3Sep12](https://reader033.fdocuments.us/reader033/viewer/2022060109/5553492ab4c90503618b4ddd/html5/thumbnails/8.jpg)
They Travel Frequently
• 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
![Page 9: Australian Hospitality Conference - Hobart 3Sep12](https://reader033.fdocuments.us/reader033/viewer/2022060109/5553492ab4c90503618b4ddd/html5/thumbnails/9.jpg)
• 64% involved more than one person in planning
• 46% were couples
• 48% were 3+ people
• “To Relax” was most common reason
Members Travel For Many Reasons
![Page 10: Australian Hospitality Conference - Hobart 3Sep12](https://reader033.fdocuments.us/reader033/viewer/2022060109/5553492ab4c90503618b4ddd/html5/thumbnails/10.jpg)
Our Members Travel Domestically
• 42% travelled more than 50km to outer Melbourne or Regional Victoria
• 20% travelled overseas
• 20% travelled to NSW or Queensland
Melbourne VictoriaNSW QLDOther Aus State Overseas
![Page 11: Australian Hospitality Conference - Hobart 3Sep12](https://reader033.fdocuments.us/reader033/viewer/2022060109/5553492ab4c90503618b4ddd/html5/thumbnails/11.jpg)
• 70% prefer to book directly with the accommodation property (phone, email, online or in person)!
• Convenience (61%)
• Ease (45%)
• Cost (32%)
• Accuracy (18%)
Property by Phone Property Direct OnlineProperty via Email Property Direct in PersonBooking Website Travel AgentOther
Members Prefer Direct Contact
![Page 12: Australian Hospitality Conference - Hobart 3Sep12](https://reader033.fdocuments.us/reader033/viewer/2022060109/5553492ab4c90503618b4ddd/html5/thumbnails/12.jpg)
• 90% were influenced by a property’s Star rating
• 43% use printed travel guides to plan or book travel
• Print helps to drive or reinforce online actions
• 11% went on holiday as a result of seeing a good deal advertised
Members Influenced By Several Things
![Page 13: Australian Hospitality Conference - Hobart 3Sep12](https://reader033.fdocuments.us/reader033/viewer/2022060109/5553492ab4c90503618b4ddd/html5/thumbnails/13.jpg)
Star-ratings Are Trusted
![Page 14: Australian Hospitality Conference - Hobart 3Sep12](https://reader033.fdocuments.us/reader033/viewer/2022060109/5553492ab4c90503618b4ddd/html5/thumbnails/14.jpg)
Star-ratings Are Known
![Page 15: Australian Hospitality Conference - Hobart 3Sep12](https://reader033.fdocuments.us/reader033/viewer/2022060109/5553492ab4c90503618b4ddd/html5/thumbnails/15.jpg)
THE CHAMPION OF ACCOMMODATION
STANDARDS
Star Ratings Refresh
![Page 16: Australian Hospitality Conference - Hobart 3Sep12](https://reader033.fdocuments.us/reader033/viewer/2022060109/5553492ab4c90503618b4ddd/html5/thumbnails/16.jpg)
Strong Visual Identity
![Page 17: Australian Hospitality Conference - Hobart 3Sep12](https://reader033.fdocuments.us/reader033/viewer/2022060109/5553492ab4c90503618b4ddd/html5/thumbnails/17.jpg)
Initial Results Are Pleasing
![Page 18: Australian Hospitality Conference - Hobart 3Sep12](https://reader033.fdocuments.us/reader033/viewer/2022060109/5553492ab4c90503618b4ddd/html5/thumbnails/18.jpg)
Initial Results Are Pleasing• Up to 2 year
moratorium to allow investment
• Strong growth this year in new licencees and renewals
• Small investment
• The Champion of Standards
![Page 19: Australian Hospitality Conference - Hobart 3Sep12](https://reader033.fdocuments.us/reader033/viewer/2022060109/5553492ab4c90503618b4ddd/html5/thumbnails/19.jpg)
Key Client Support
![Page 20: Australian Hospitality Conference - Hobart 3Sep12](https://reader033.fdocuments.us/reader033/viewer/2022060109/5553492ab4c90503618b4ddd/html5/thumbnails/20.jpg)
• Independent, trusted, official, supported
• Guest ratings are not consistent
• Self ratings don't have the same credibility
Why Star Ratings Are Important
![Page 21: Australian Hospitality Conference - Hobart 3Sep12](https://reader033.fdocuments.us/reader033/viewer/2022060109/5553492ab4c90503618b4ddd/html5/thumbnails/21.jpg)
Today, consumers who travel have many choices. Australian accommodation providers must compete globally to remain relevant.
“The problem is a lack of consistency in 3, 4 and 5-star product. If we do want to play genuinely globally, we need that our 3, 4 and 5-Star means 3, 4 and 5 Star as it would in a lot of international countries. There are parts of Asia who would look at some of our 4 and 5-Star properties and they would be superior.” Andrew McEvoy Chief Executive Officer Tourism Australia
“The sad fact is that much of Australia’s accommodation is outmoded and outdated and Chinese visitors, in particular… are used to very modern facilities in their own country. There is a great challenge in Tourism to invest in the modernisation of facilities. We need to see an increase in investment to realise the potential.” Hon. Nick Sherry Assistant Tourism Minister Commonwealth of Australia
![Page 22: Australian Hospitality Conference - Hobart 3Sep12](https://reader033.fdocuments.us/reader033/viewer/2022060109/5553492ab4c90503618b4ddd/html5/thumbnails/22.jpg)
The New Star-rating System
![Page 23: Australian Hospitality Conference - Hobart 3Sep12](https://reader033.fdocuments.us/reader033/viewer/2022060109/5553492ab4c90503618b4ddd/html5/thumbnails/23.jpg)
STARRY EYED: THE NEW STAR-RATING
SYSTEMChris Pattas
AAA Tourism