LEFT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS...

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN

13.59 RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE

Identity & Perceptions of Broome and the Kimberley – PRESENTATION © TNS 1

Broome & the Kimberley: Current perceptions and future direction

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN


Identity & Perceptions of Broome and the Kimberley – PRESENTATION © TNS

3. Knowledge & perceptions

2. Region visitation & access

2

1. Tourism destination framework

5. Experiences

4. Motivations & barriers: n  Broome n  Kimberley

7. Recommendations & strategic priorities

6. Broome & Kimberley relationship

BUSINESS OBJECTIVE: How can the appeal of Broome and the Kimberley be maximised to

increase visitation?

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN



Methodology for this research

11 Focus groups: n  2 x Melbourne, 2 x Sydney – Aspirational Achievers and Dedicated Discoverers

n  All interstate holidaymakers (incl. WA) but had not been to Broome or the Kimberley n  7 x Perth – 2x AA’s, 2x DD’s, 1x each: Family Connectors, Grey Explorers & young travellers

n  5 x Past visitors to Broome and/or Kimberley (last 3 years) n  2 x Non/lapsed visitors (not visited in last 10 years)

n  Respondents received $80 (Perth) or $100 (Sydney/Melbourne) as an incentive for participation

4 In-depth Interviews: n  2 x Melbourne, 2 x Sydney – AA’s and DD’s n  All had holidayed in Broome and/or the Kimberley in the past 5 years n  Respondents received $80 as an incentive for participation n  Qualitative fieldwork took place between 12th and 27th October, 2015

Online survey n  N=250 in each of Perth, Sydney & Melbourne n  Intrastate holidaymakers in Perth, Interstate holidaymakers in Sydney & Melbourne n  Sample aged 25+, with income of $75K+ n  Quantitative fieldwork took place between 6th to the 10th of November, 2015 Carried out in accordance with ISO 20252

12 Industry in-depth interviews n  Including representatives of local government, tourism bodies and industry (industries included tour

operators, accommodation, hospitality and retail)

Qualitative research

Stakeholder consultation

Quantitative research

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS

Identity & Perceptions of Broome and the Kimberley – PRESENTATION

Tourism destination framework

4

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


Research into WA destinations shows that the path to discovering a destination can come from general sources or specialist sources of appeal … This can be applied more broadly to create a framework for understanding most WA destinations … with the ‘generalist’ and ‘specialist’ approaches reflecting a spectrum of visitation motivations from intrinsic to the destination, to external factors

Generalist

Specialist

5

External

Intrinsic

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


There are three primary barriers for WA destinations

Time/distance Cost Lack of knowledge

6

Competitors

Which exacerbate the impact of …

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


With three secondary factors …

Three main factors are required to overcome these barriers …

Different types of experiences

A sufficient number of experiences

3 levels: Contextual

Singular Iconic

Density Diversity Uniqueness

7

Quality Value Variety

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


These factors map onto a framework in which degrees of strength/ weakness in each area predict the dominant motivations for visitation

8

External

Intrinsic

Diversity

Uniqueness

Density

= the “hook” for visiting

= time in-region/ repeat visitation

= broadens the audience

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


Ideally, a destination will have all three characteristics and be optimally positioned to drive and support tourism

Optimal position

9

Diversity

Uniqueness

Density

External

Intrinsic

þþ

þ

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


10

A weakness in any of the areas results in a destination that is not optimally positioned for tourism … … but being able to diagnose the area(s) of weakness provides guidance for destination development strategies The ‘weekender’

A range of options, but few in number – best suited to a long weekend and therefore has a confined radius from which to draw visitors

One-note / one among many e.g. SE Asia resort/beach

Undifferentiated A good range and number of things to do, but lacking in a unique ‘hook’ to trigger visitation

Specialist A strong ‘hook’, but only to a certain group of people with matching specialised interests to the destination’s ‘theme’


3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


11

So far, we have mapped 4 destinations in WA …

Margaret River Region

Perth

Ningaloo Region

Albany Region


3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


… and the current research aims to uncover where Broome and the Kimberley respectively sit …

12

Kimberley Broome

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN



Industry & Stakeholder Perspectives

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN



Stakeholders

14

Visitation

Target market n  Broad & diverse – families to couples

to grey explorers, intrastate and interstate

n  Desire to target international markets, particular Asia/ China

Drivers n  Weather n  Beaches n  History n  The Kimberley n  For the “regulars” - relaxation

Barriers n  Cost – flights & accommodation n  Competitors (SE Asia) n  Seasonality (limited season, n  opening hours in off-season) n  “been there, done that” n  Mining – getting the balance right

Branding

The Broome brand is difficult to articulate, even for those living in Broome and working in tourism

The ‘type’ of holiday offered by Broome is also not easy to encapsulate n  Currently positioned as ‘high-end’, but often

does not live up to this perception Attributes of the ‘Broome brand’ & holiday offer mentioned were… n  Weather, beaches, colours n  Adventure, wildness, outback, exotic n  Broome Time (closest to coherent brand)

Stakeholders felt that industry is fragmented and not cohesive in how they operate, how they market, or how they present Broome (different taglines etc.) However, there is a general desire for a consistent brand/ positioning that stakeholders can align behind and utilise

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN



Stakeholders

15

Product BROOME Strengths

n  Nature, history, n  Cable Beach Club

Weaknesses n  Experiences difficult to find independently n  Service & opening hours n  Cost of high-end experiences n  Loss of some operators

Future n  Culinary, eco, indigenous n  Development of Cable Beach

KIMBERLEY Strengths

n  Uniqueness n  High-end experiences (e.g. Kimberley

Cruise) Weaknesses

n  Not easy to plan n  Accommodation options n  Perceived as ‘rough’

Future n  Improve facilities e.g. road stops

Broome & the Kimberley Current relationship n  Broome as the gateway

Future relationship

n  Greater association consistently seen as benefitting Broome

n  Opportunity to frame Broome as ‘the’ town of the Kimberley (e.g. “Capital of the Kimberley”)

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN



Regional visitation: Flights are the dominant means of access, but current price points are often off-putting

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


60

33 6 1

Once only More than once

Once a year Twice per year or more

10

38 34 14 2 2

1-2 days 3-4 days 5 days to a week

1-2 weeks

2-4 weeks

more than 4 weeks

57

34 6 2

Once only More than once

Once a year Twice per year or more

12 28 28 23 6 4

1-2 days 3-4 days 5 days to a week

1-2 weeks

2-4 weeks

more than 4 weeks

17

Frequency of visits

Visitation

Source: B1a. Have you ever visited Broome or the Kimberley, for a holiday or short break?, B1b. How often have you or do you visit Broome for a holiday?, B1d. How long, on average, have you spent on a holiday or short break in Broome? Base: B1a. All respondents n=757, B1b)d) Broome visitors, Intrastate n=129 Interstate n=104

%

% Broome

Length of stay

35

12 4 19

65

All visitors Broome Kimberley Both None % Kimberley

The average length of stay in Broome is most commonly 3 days to a week… and in the Kimberley is slightly longer, extending up to 2 weeks or more

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


18

While almost all Perth respondents were aware they could fly direct to Broome, only 57% of Interstate respondents were similarly aware

Source: E2. Direct flights to Broome are available from Perth, Sydney and Melbourne through Qantas Australia Airlines. Were you previously aware that you could fly direct to Broome? Base: E2 All respondents Intrastate n=253; Interstate n=504, E3a)b) Likely Broome & Kimberley visitors n=462, (Intrastate n=156 Interstate n=306

91

38

54

9

Total aware Aware & flown

Aware, but not flown

No, not aware

57

15

43 43



No, not aware

Intrastate Interstate % %

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


20 10 20 7

Much less likely Somewhat less likely Somewhat more likely Much more likely

22

6

10

3

12

40

3

32

19

When shown a ‘typical’ (non-sale) fare for their respective locations, more people are less likely to want to visit Broome/Kimberley than are more likely to do so … particularly Intrastate ... This speaks to the importance of price point expectations

91

38

54

9



No, not aware

57

15

43 43



No, not aware


Source: E2. Direct flights to Broome are available from Perth, Sydney and Melbourne through Qantas Australia Airlines. Were you previously aware that you could fly direct to Broome? E3a. The average price of a one-way flight between Perth and Broome is $350 (i.e. a return price of $700)/[(Sydney/Melbourne) and Broome $500 (i.e. $1000 return)]. Now knowing this, would you be more or less likely to fly to Broome for a holiday or short break in the next 2 years? E3b. If a flight between Perth and Broome cost $225 (i.e. a return price of $450), would you be more or less likely to fly to Broome for a holiday or short break in the next 2 years? Base: E2 All respondents Intrastate n=253; Interstate n=504, E3a)b) Likely Broome & Kimberley visitors Intrastate n=156 Interstate n=306

$700 return

$450 return

$1000 return

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


20 10 20 7

Much less likely Somewhat less likely Somewhat more likely Much more likely

22

6

10

3

12

40

3

32

20

However, when Intrastate respondents were presented with a hypothetical $450 return fare, nearly three-quarters claimed to be more likely visit as a result (and a third claimed to be much more likely)

91

38

54

9



No, not aware

57

15

43 43



No, not aware


Source: E2. Direct flights to Broome are available from Perth, Sydney and Melbourne through Qantas Australia Airlines. Were you previously aware that you could fly direct to Broome? E3a. The average price of a one-way flight between Perth and Broome is $350 (i.e. a return price of $700)/[(Sydney/Melbourne) and Broome $500 (i.e. $1000 return)]. Now knowing this, would you be more or less likely to fly to Broome for a holiday or short break in the next 2 years? E3b. If a flight between Perth and Broome cost $225 (i.e. a return price of $450), would you be more or less likely to fly to Broome for a holiday or short break in the next 2 years? Base: E2 All respondents Intrastate n=253; Interstate n=504, E3a)b) Likely Broome & Kimberley visitors Intrastate n=156 Interstate n=306

$700 return

$450 return

$1000 return

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN



Knowledge & perceptions: Knowledge can be low, but the unique natural environment of Broome and the Kimberley is very appealing

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


47

44

49

29

7

41

22

46

9

2

4

1

24

22

Overall, Broome & the Kimberley are not particularly well-known … with only one in four claiming a reasonable level of knowledge of the region

Knowledge of Broome & the Kimberley

Source: B4. How much do you know about Broome and the Kimberley in terms of what they offer for a holiday or short break? Base: All respondents

Nothing Not much – 1 or 2 things only

Quite a lot – I have a reasonable idea

A lot

Total (757)

Visitors (264)

Non visitors (493)

% knowledge

50

10

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


23

Visitors naturally know more about the area, but even among this group, very few claim to know “a lot” … and among non-visitors, perceived knowledge is extremely low

Source: B4. How much do you know about Broome and the Kimberley in terms of what they offer for a holiday or short break? Base: All respondents

47

44

49

29

7

41

22

46

9

2

4

1

24

Knowledge of Broome & the Kimberley

Total (757)

Visitors (264)

Non visitors (493)

% knowledge

50

10

Nothing Not much – 1 or 2 things only

Quite a lot – I have a reasonable idea

A lot

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


24

Visitors naturally know more about the area, but even among this group, very few claim to know “a lot” … and among non-visitors, perceived knowledge is extremely low

Broome

Visitors Knowledge is good, but in terms of experiences, not necessarily perceived as easy to come by •  There is a sense that you have to dig around to find things to do beyond a few highly-promoted experiences (camels, pearls, falls, beach)

Non visitors Knowledge is limited to the icons and the obvious • Beaches, camels, pearls, relaxed, heat, remote

The Kimberley

Visitors

Knowledge is relatively good in terms of certain places/experiences and the type of holiday offered – adventure

Non visitors Knowledge is quite limited and fairly non- specific •  The region is often seen as not only vast, but largely empty Those with the least knowledge misperceive the area as empty, flat and dry – largely desert, the ‘Northern Nullabor’ “I just imagine it to be sand and red dust and stuff – like Ayers Rock.” Syd, AA

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN



Perceptions: Broome

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN



Perceptions: Broome

Non visitors

Broome’s mood is again seen as relaxed & happy … But there is a strong perception of Broome being expensive which can prevent people looking into it as a destination

Once having seen the Broome offer in more detail, there is a stronger sense of appeal … but Broome as a stand-alone destination is still not necessarily seen as worth the cost “I don’t think Broome’s got enough on its own.” Melb, DD “I haven’t come up with anything [to do] that’s actually in Broome” Melb, DD

Visitors

Broome’s mood is characterised as easy-going, slow-paced, laid-back, “Broome time”, pure relaxation

However, many past visitors think there isn’t enugh to do in Broome to justify a long stay “we kind of did it all in a weekend” Melb, vis, DD “Probably 3 or 4 days and Broome’s done.” Per, AA, vis In essence, the type of holiday Broome offers is a relaxed beach escape, supported by elements of history, culture and nature “If you go to Broome, you’re going to relax no matter what. No matter what you’re up to you’re going to end up sitting on the beach having a drink.” Per, FC, vis

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN



Perceptions: The Kimberley

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN



Perceptions: The Kimberley

Visitors Unlike many destinations in WA, the Kimberley is perceived as truly unique The Kimberley mood is perceived as exciting, uplifting, relaxing and above all, adventurous There is a strong perception that there will always be more to discover in the Kimberley In essence, the type of holiday the Kimberley offers is a unique, nature-based adventure “The Kimberley to me means outback. If you were going out there you’re going out exploring. The Kimberley is that wild frontier that you’re off to adventure in.” Per, FC, vis

Non visitors

Those who have a little more knowledge find it a unique and appealing destination, but still see it as requiring extensive time, planning and resources

Once shown the Kimberley offer, appeal increases – the landscape is far more appealing than first thought (particularly water) and there is a strong perception of uniqueness and ‘more to do than I thought’ “There’s a lot more to it and a lot more to see and do than I imagined” Melb, DD

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN



Motivations & Barriers

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


The Kimberley region covers nearly 423,000 square kilometres in north WA; this ancient region has fewer people per square kilometre than almost any other place on Earth. It is home to vast wildlife sanctuaries, spectacular gorges and thundering waterfalls, beautiful beaches, untouched coral atolls and rugged islands. This region encompasses Broome, Purnululu National Park and the Bungle Bungle Range, the Gibb River Road, the Horizontal Waterfalls and Windjana Gorge National Park.

The town of Broome is the western gateway to the Kimberley wilderness and boasts 22 kilometres of beautiful white sand and turquoise water at Cable Beach – famous for its sunsets, its camels and its resorts. Broome is also home to South Sea pearls, the oldest operating outdoor cinema in the world, ancient dinosaur footprints and the natural phenomenon of the Staircase to the Moon.

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN



Motivations & Barriers: Broome Visitors to Broome are seeking an Australian holiday and are most consistently attracted to Broome for its iconic experiences Cost is the dominating barrier because the Broome offer is deemed ‘not worth’ the price for many

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


32

Qualitatively we identified 3 broad categories of motivations to visit Broome …

Iconic Broome is the most centrally important of the motivation types It can exist independently, but it is also the most likely to ‘cross-over’ with other motivations If it is the dominant motivator, it is the most likely to be linked to one-time visitors only “Now that we’ve been once, great, I’ve done it, tick that off the list, but I’m not going to go back.” Per, FC, vis Therefore only alternate motivations will bring back (e.g. to explore the Kimberley further)

1. Iconic Broome

Broome’s fame/ iconic status means it is on the to-do/ bucket list for many people “The legend of the place” Perth, vis

For many people, Broome is a destination they are aware of, without necessarily knowing why or how “It was always in the back of my mind that I’d like to go to Broome” Melbourne, visitor “When I’ve thought about going to WA, I’ve always thought about going to Broome … I’ve just always been aware of Broome since I was in Primary School” Melbourne, non-visitor Iconic images/ experiences are the most important aspects for driving awareness and appeal - Cable Beach, camels, sunsets “Cable Beach- that’s famous, you’ve got to see that.” Syd, DD “That camel image - it’s iconic, it’s iconic Broome; it’s like the Harbour Bridge” Perth, visitor

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


33


2. Resort Broome Skewed to AA’s & intrastate Specific desire for an Australian holiday “We didn’t want to go overseas, we wanted to stay in Australia, even though it takes the same amount of time to get to Bali as Broome.” Perth, FC, vis

Tend to be SE Asia ‘rejectors’

Have a desire/ need for safety, security, peace of mind, ease

Escape, no hassles, pure relaxation, do nothing “That’s the purpose of [a Broome] holiday – not to have to go and do too much.” Syd, vis

Remoteness is a benefit “Its remote, but in an appealing way, like you’ve got away from it all.” Syd, DD, NV

The most likely to cross-over with Iconic Broome - these visitors want a resort experience, but the iconic aspects of Broome are why it in particular is chosen (over Qld, for example) The most likely of the motivation categories to be repeat visitors “We would go back – I enjoy the feel of it.” Per, AA, vis Keep standards high and reward loyalty to maintain Watch out – can be subject to competition as repeat visitors in particular are less reliant on the unique features of Broome

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


34


3. Gateway Broome For this category, the Kimberley is the stronger draw Many people would add a visit to Broome as the start or finishing point of a Kimberley holiday

Broome can add a coastal relaxation element to an adventurous inland experience (“coastal oasis”) and give two holidays in one

“Ticking two boxes on the bucket list.” Perth, DD, vis

Others would not stay in Broome, but use it as functional pick-up/ drop-off access point

Some potential for repeat visitation (always more to explore/ discover in the Kimberley) However, cost & time are limiting factors for return – for many interstate in particular, this is ‘once in a lifetime’ trip “Would I go back? Not at those prices.” Per, FC, vis

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


35

The quantitative data reinforces the importance of Broome’s Icons, as well as the natural environment

Source: B2a. Thinking about your most recent visit, why did you decide to visit Broome and/or the Kimberley at that time?. Base: Visited Broome/Kimberley Broome n= 233,

% Motivations

46

37

37

29

24

24

22

22

21

21

19

To see iconic places/ experiences

Attracted by the natural environment/ landscape

I wanted a holiday in Australia

I was attracted by the beaches

It was part of a larger trip in WA

To stay in a resort

Good accommodation deal / package deal

I had been meaning to go for ages

I had been before and enjoyed it

I was attracted by the history/ heritage of the region

I wanted to explore the Kimberley

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


36

Iconic Broome attributes are also more common ‘trigger’ categories … along with external factors such as being on a ‘big WA trip’

% % Triggers






To stay in a resort






Source: B2b. Thinking about your most recent visit, why did you decide to visit Broome and/or the Kimberley at that time?. Base: Visited Broome/Kimberley Broome n= 233,

Motivations

46

37

37

29

24

24

22

22

21

21

19

17

15

10

5

17

7

7

6

8

5

7

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


37

Also notable is the prominence of wanting a holiday in Australia – this appears to be almost a ‘pre-requisite’ for getting Broome into a holiday consideration set

Source: B2b. Thinking about your most recent visit, why did you decide to visit Broome and/or the Kimberley at that time?. Base: Visited Broome/Kimberley Broome n= 233,

% % Triggers

17

15

10

5

17

7

7

6

8

5

7

Motivations

46

37

37

29

24

24

22

22

21

21

19






To stay in a resort






3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


38

Consistent with the qualitative results, the most frequently agreed-with barriers for visitation to Broome are all to do with cost

Source: D1a. Here are a number of reasons why other people haven’t visited Broome or have only been occasionally. How much do you agree with them? Base: Rotation A n=380 D1b And which one of these statements do you most strongly agree with? Base: Shown Q and agree with at least one n=345

Expense All aspects (flights, accommodation & experiences) are considered expensive, but flights tend to dominate … This is often a result of clashing expectations “I was surprised by the cost of the flights. I knew the resorts would be expensive & I knew, ok, small country town so the food might be expensive … but the flights when I went to book I thought ‘is this for real?’” Per, FC, vis

Cost of flights can be off- putting from the start and can prevent further research “The airline component is the

one that kills it.” Perth, GE, vis Reputation for expense takes Broome out of the consideration set for many

The cost of flights is too high

The cost of accommodation is too high

The experiences cost too much

It’s cheaper to have a relaxing beach holiday o/s

I’d prefer to go o/s for the money and time required

The weather is too hot/ humid

I don’t know enough about what there is to do

There is not enough to do

% Agree All

72

62

62

57

49

29

25

15

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS










% Agree All

72

62

62

57

49

29

25

15

39

Consistent with the qualitative results, the most frequently agreed-with barriers for visitation to Broome are all to do with cost … but that is only one side of the value equation


Experience density

A significant compounding element for expense – the experience part of the value equation is too weak to justify cost

“I think if there was more to do there, you could probably justify spending the extra money on flights.” Per, FC, vis Not enough experiences to justify lengthy stay or a return visit (for many you can “do Broome in 3 days”) “We had friends that went to Broome & we said not to go for a whole week, go for 3 or 4 days … they did that and they said they were so glad we told them that – if they had stayed longer they would have been bored.” Per, FC, vis Some experiences are high quality and very worthwhile, but other experiences are too “slight”, brief, or lack context, a sense of story or an immersive element “The Japanese Cemetery, there’s a lot of history there, but it lacks a sense of story … it looks like its forgotten.” Per, AA, vis

1-4d 5d to 1wk 12% 32% agree agree

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


40

Consistent with the qualitative results, the most frequently agreed-with barriers for visitation to Broome are all to do with cost… but that is only one side of the value equation


Competing destinations Current cost of flights makes Broome seem significantly more expensive, ‘on-par’ or only marginally behind many if not most o/s destinations For those wanting a ‘cheap’ holiday, Broome does not compete - comparative costs place it in a different holiday ‘set’ “For $770 I could have 7 nights in Bali, return airfare included – or a flight to Broome” Per, GE “You can do 2 or 3 or 4 other, smaller holidays for that money” Per, DD, NV Australian competitors (e.g. Qld) offer a more compelling value equation - they can win on cost to experience density comparison grounds “If you go to Cairns, you know that there’s more north and south of there that you can get to more easily than in Broome.” Per, vis









% Agree All

72

62

62

57

49

29

25

15

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


41

When it comes to the factor people are most put-off by, the cost of flights (relative to the destination experience) is the strongest barrier to visitation … but the impact of better value competitors is also apparent

% Agree Most

23

8

9

13

10

7

3

0










72

62

62

57

49

29

25

15

% Agree All

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


42

When they did see gaps in the Broome offer, participants were most likely to comment on lack of information, Broome township, culinary options and accommodation

Source: C5a. On your past visit(s) to Broome, was there anything you felt was missing from it as a holiday destination and what was on offer there? Base: Broome visitors n=233

% Missing

Mentions 2% or more

Visitors

57

8

6

5

4

4

3

2

Nothing/ don't know

Expensive / over priced

Visitor information - maps / experiences / tours

Town lacked appeal - not much to do / lacking nightlife / limited shopping

Food - quality / cost / selection

Transport - cost / availability / quality /

Seasonality - weather / ability to swim in ocean / opening hours

Accommodation - cost / self catering facilities / quality

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN



Information There is a consistent feeling that good, comprehensive information about Broome & what to do there is not available or at least, hard to come by “We knew about the camel rides and pearl farm tours but did not find out about the dinosaur footprints until too late.“ “I just reckon they need to pull their socks up with the promotion of what is there, because finding that out for yourself – you need to be pretty savvy to do that” Perth, visitor

Participants felt they got more and better information from past visitors or Broome locals than actual information services

Information about time-sensitive experiences particularly felt lacking (e.g. wrong time of year for Staircase, wrong tides for Dino prints/ Falls)

Mid-range options Broome does the top (e.g. CBC) and bottom (e.g. backpackers) ends of the market well, but lacking in mid-range options (e.g. self-cater)

Service

•  Perception from past visitors that service from many vendors is grudging

•  Even good/ friendly service is not particularly thought of as professional (backpackers)

•  Love/ hate relationship with tourists means visitors don’t feel valued

The qualitative insights can elaborate on why these areas may have disappointed …

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN



The qualitative insights can elaborate on why these areas may have disappointed …

44

Nightlife Lack of things to do in the evening Exacerbated by perception of ‘unsafe’ township

Lack of/ poor quality taxi service an additional limiting factor for visiting town “We tried to get a taxi and there are none – there’s only 5 and they were all busy elsewhere. It restricts you, particularly at night.” Per, AA, vis

Culinary experiences

Some experiences high quality (e.g. Matso’s, mud crabs)

But, dining options are generally perceived as limited and unremarkable “I can’t imagine there being any great restaurants or chefs.” Melb, AA’s “I don’t expect it to be like a city, but I do still expect there to be somewhere nice to eat.” Syd, DD Lack of effective and appealing promotion of dining experiences (e.g. Zanders) “I would want to see that there are places on the beach that have views overlooking the water and beautiful seafood meals.” Syd, DD

Opportunity for development of food & beverage trail (e.g. Mangos, Matso’s & mud crabs)

Broome town

Perception by past visitors that Broome township is unappealing “The town’s a bit grubby – if you’re wandering around you may as well be in Bunbury.” Perth, DD, vis

Town can feel unfriendly/ unsafe at night

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN



Motivations & Barriers: Kimberley The Kimberley’s main drawcard is the opportunity for adventure in a unique and spectacular environment However, many perceive a holiday here as time and cost intensive

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


Qualitatively the clear motivator for a Kimberley holiday is that it offers a unique adventure … this is validated quantitatively, with exploration of the Kimberley’s unique natural environment a dominating theme motivating past visitors to the area

46

Source: B2a. Thinking about your most recent visit, why did you decide to visit Broome and/or the Kimberley at that time?. Base: Visited Kimberley Base n=174

Uniqueness is the dominant motivator The Kimberley has a different & striking landscape unlike anywhere else – untouched, pristine and vast “Although Broome’s fantastic, its not unique like the Kimberley is.” Per, DD, vis

Very ‘Australian’ – the Kimberley is felt to embody a lot of aspects of ‘the real Australia’ – outback, adventure, red dirt

“The Kimberley’s like a condensed version of Australia.” Melb, AA, NV

I wanted to explore the Kimberley region





I had been to most other places in WA



53

48

37

34

33

24

22

21

% Motivations

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


I wanted to explore the Kimberley region





I had been to most other places in WA



47

it is also evident that for many, the Kimberley is destination that many get to ‘eventually’ … having been to other places already, or having reached a stage of life when they are able to do the ‘big WA trip’

% Triggers

21

19

9

17

6

9

5

8

Source: B2a. Thinking about your most recent visit, why did you decide to visit Broome and/or the Kimberley at that time?. Base: Visited Kimberley Base n=174

53

48

37

34

33

24

22

21

% Motivations

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS

Identity & Perceptions of Broome and the Kimberley – PRESENTATION 48

Cost, time and difficulty are the most prominent barriers for visiting the Kimberley

Source: D2a. Here are a number of reasons why other people haven’t visited the Kimberley or have only been occasionally. How much do you agree with them? Base: Rotation B n=377 D2b And which one of these statements do you most strongly agree with? Base: Shown Q and agree with at least one n=342

Cost Not as much of a barrier as for Broome specifically, but still very present

However, on the whole, the Kimberley and its experiences are more likely to be considered ‘worth it’ than Broome is due to its uniqueness/ exclusivity

Agree All %




Cheaper to have an adventurous holiday o/s

It takes too long to get there

I’d prefer to go o/s for the money and time

I will visit later in life when I have the time

It takes too much time to explore properly

I believe travelling around would be difficult

I don’t know enough about how to get around


A holiday in this destination seems difficult to plan

65

59

58

52

45

41

37

36

32

32

31

24

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS






Time (experience density) Density is an issue in terms of distances between, rather than number of experiences

The sheer size of the region means substantial time is required to explore it “properly” - min 2 wks “Because of the vastness in the area, if you were there you would want to do it all and that adds to the time you’d need.” Melb, DD

Agree All %













65

59

58

52

45

41

37

36

32

32

31

24

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS






Time (experience density) Density is an issue in terms of distances between, rather than number of experiences

The sheer size of the region means substantial time is required to explore it “properly” - min 2 wks “Because of the vastness in the area, if you were there you would want to do it all and that adds to the time you’d need.” Melb, DD

Adventurous, but intimidating Region largely considered ‘unknown’ with many not knowing ‘how’ to visit – seen as a vast empty space that is intimidating “I think I would need to do a lot of research before I went. It sounds so vast, you don’t want to get lost.” Per, FC, vis

Agree All %













65

59

58

52

45

41

37

36

32

32

31

24

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


Agree All

51

The cost of flights once again the strongest barrier – but by less of a margin than for Broome, implying that a Kimberley holiday, with its greater uniqueness and longer average time in-region, is more worth the cost

% Agree Most

19

13

6

13

6

8

9

4

2

2

8

2 Source: D2a. Here are a number of reasons why other people haven’t visited the Kimberley or have only been occasionally. How much do you agree with them? Base: Rotation B n=377 D2b And which one of these statements do you most strongly agree with? Base: Shown Q and agree with at least one n=342

%













65

59

58

52

45

41

37

36

32

32

31

24

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


52

Accommodation, services and information were mentioned as somewhat lacking by past visitors

Source: C5b. On your past visit(s) to the Kimberley, was there anything you felt was missing from it as a holiday destination and what was on offer there? Base: Kimberley visitors n=174

Accommodation types/ availability

n  Perception of only camping among non-visitors

n  Visitors know of more options, but there is still a sense that mid-range options are limited

Access n  Perception of only 4WD off-road access

by non-visitors n  Land-based tours are more attractive

here than elsewhere in WA, but can still be polarising

Visitors

Mentions 2% or more

% Missing

67

7

6

4

2

2

2

Nothing/ don't know

Accommodation - choice/ cost/ quality

Not enough time / more to do

Expensive

More/ better services - shops / petrol stations

Better roads/ maps/ information

Food mentions

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN



Experiences Many of the regions’ experiences and attractions

need promotion and/or development

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN



Ass

ocia

tion

Interest

The intersections of association and interest suggest different promotional strategies for different experiences

High interest, high association

High interest, low association

Low interest, low association

Low interest, high association

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN



Ass

ocia

tion

Interest

The intersections of association and interest suggest different promotional strategies for different experiences

High interest, high association

High interest, low association

Low interest, low association

Low interest, high association

Leverage

Promote/ develop Maintain/ improve

Manage

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


Ass

ocia

te

Interested

56

Source: B6a. To what extent do you associate the following experiences and attractions with Broome? C3a. How interested would you be experiencing the following if you were on a holiday or short break in Broome? Base: Broome visitors n=233

Water Activities/ Family- friendly

Boat tours Casual eating

Scenic flights

Local food/produce History/historical tours

Whale watching

Horizontal waterfalls

Staircase to the moon

Quality dining Local markets Dinosaur

footprints

Outdoor cinema

Events/ festivals Asian culture

Astronomy tours

Sunsets

High-quality beaches

Pearls and pearl tours Camel rides

Seafood

Resort stay

Seeing local wildlife Fishing

Indigenous tours

Broome visitors

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


Ass

ocia

te

Interested

57

Source: B6a. To what extent do you associate the following experiences and attractions with Broome? C3a. How interested would you be experiencing the following if you were on a holiday or short break in Broome? Base: Non-visitors n=493

Water activities Boat tours

Casual eating

Scenic flights

Local food and produce History/ historical tours

Family-friendly experiences Whale watching Horizontal waterfalls

Staircase to the moon

Quality dining Local markets

Dinosaur footprints Outdoor cinema

Events/ festivals

Asian culture Astronomy tours

Sunsets

High-quality beaches

Pearls/pearl tours Camel rides

Seafood

Resort stay

Seeing local wildlife

Fishing Indigenous heritage

Broome non-visitors

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN



Ass

ocia

tion

Interest

Sunsets Beaches

Leverage Visitors Staircase Seafood Pearls Camels Resorts

Horizontal falls Local wildlife Local food/produce Quality dining Casual eating Local markets History Indigenous Scenic flights Water activities Whale watching Boat tours Dinosaur footprints Astronomy tour

Promote/ develop Visitors Family-friendly exp’s Events/ festivals

Non visitors Seafood Staircase Pearls Camels Resorts

Fishing Outdoor cinema Asian culture

Maintain/ improve Non visitors Family-friendly exp’s Events/ festivals

Broome promotional strategies

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


Ass

ocia

te

Interested

59

Source: B6b. And to what extent do you associate the following experiences and attractions with the Kimberley?C3b. And how interested would you be experiencing the following if you were on a holiday or short break in the Kimberley? Base: Kimberley visitors n=174

Swimming in waterholes Scenic flights/ air tours

Camping

Walking/ hiking

Family-friendly experiences

Seeing wildflowers


Quality dining

4 wheel driving

Cattle stations

Local food and produce

Visiting national parks

Cruises

Visiting gorges

Visiting waterfalls

Resort stay

Fishing

Casual eating


Boat tours

Indigenous heritage/ tours

Kimberley visitors

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


Ass

ocia

te

Interested

60

Source: B6b. And to what extent do you associate the following experiences and attractions with the Kimberley?C3b. And how interested would you be experiencing the following if you were on a holiday or short break in the Kimberley? Base: Non-visitors n=493

Swimming in waterholes Scenic flights

Camping

Walking/ hiking

Family-friendly experiences

Seeing wildflowers


Quality dining

4 wheel driving

Cattle stations

Local food and produce

Visiting national parks

Cruises

Visiting gorges

Visiting waterfalls

Resort stay

Fishing

Casual eating


Boat tours

Indigenous heritage/ tours

Kimberley non-visitors

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN



Ass

ocia

tion

Interest

Gorges National Parks Wildlife Indigenous heritage

Leverage Visitors Waterfalls Horizontal falls Waterholes Walking Cruises Scenic flights 4WD Camping Cattle stations

Boat tours Wildflowers Resort Stay Local food/produce Casual eating Quality dining

Promote/ develop Visitors Family-friendly exp’s Non visitors Waterfalls Horizontal falls Waterholes Walking Cruises Scenic flights

Maintain/ improve Non visitors Family-friendly exp’s Cattle stations Camping Fishing

Manage Visitors Fishing Non visitors 4WD

Kimberley promotional strategies

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN



Broome & Kimberley relationship Building a closer relationship between Broome and the Kimberley has benefits for both destinations

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN



Broome & Kimberley relationship

63

One place, two holidays It is largely known that Broome is (technically) part of the Kimberley Region (less so interstate than Intrastate)

However, most people think of them separately, rather than together – the link is somewhat weak

Generally, people think of them as geographically close, but experientially separate – the Kimberley is ‘inland adventure’ and Broome is ‘coastal relaxation’ “If someone said to me ‘I’ve just had a fantastic holiday in the Kimberley’, I would think that’s in the rugged ranges and gorges and everything else. I wouldn’t automatically think ‘oh, you’ve been to Broome’.” Per, AA, vis

Remoteness and proximity Despite potentially appealing to different types of people, the remoteness of the Kimberley region, combined with Broome’s role as an access point means most people think it “makes sense” to do both places in the same trip … particularly those Interstate and non-visitors in Perth

“I think they need to be done sort of together, but not in the same way.” Melb, DD “Broome is the destination and the Kimberley is the attraction.” Melb, AA

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN



Broome & Kimberley relationship

64

Different, but complimentary experiences

The majority of respondents believe Broome and the Kimberley both benefit from being more closely associated, as complimentary aspects of a single holiday “It makes it more interesting to me, the fact that Broome and the Kimberley are linked, because I didn’t know they were in the same region.” Melb, DD

The Kimberley adds uniqueness, adventure and extraordinary experiences to a Broome holiday “You’re more likely to pay those airfares for a once in a lifetime trip to the Kimberley, but if you’re going to Broome, you’re not going to pay that for a trip to the beach.” Perth, young, vis Broome adds coastal experiences and relaxation to a Kimberley holiday “You’d go to Broome to relax after your adventure.” Melb, AA The majority see the ideal itinerary as a Kimberley adventure, followed by the chance to ‘put your feet up’ in Broome before heading home “You can sell Broome as a starting point, or a finishing point.” Perth, DD, vis

9 7

83

Broome only

Kimberley only

Both

Source: C7. If you were to visit Broome and/or the Kimberley in the next 2 years, where would you prefer to go? Base: If likely to visit Broome or Kimberley n=462

In future, prefer to visit…

%

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN



Recommendations and strategic priorities

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


To recap, so far we have mapped 4 destinations in WA onto the conceptual framework …

66



Albany Region

Perth

Ningaloo Region

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


To recap, so far we have mapped 4 destinations in WA onto the conceptual framework … with Broome and the Kimberley now also established

67


Albany Region

Perth

Ningaloo Region

Kimberley

Broome


3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


There are four key areas of recommendation for Broome going forward …

68

1. Accessibility of information

2. Combating costs

3. Product development/ enhancement

4. Product presentation

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN



Where to from here … Information

69

n  The development/ refresh/ update of website(s) that distribute tourist information about Broome to be more reflective of the full Broome offer n  Include free/unconstructed activities as well as blue ribbon experiences n  Highlight information about seasonal or limited-time activities (e.g. Stairway to

the Moon, Broome Cup) and be upfront about accessibility of experiences in the low season to avoid negative WOM

n  Incorporate itineraries based on different motivations and lengths of stay to guide visitors

n  Recommend structuring by motivation category (Resort, Iconic and Gateway) and target market (adult groups/couples vs. families)

At the moment a non-optimal density of experiences in Broome is an issue exacerbated by the difficulty visitors encounter in finding out information about what to do (and when) in Broome

n  Whereas in many areas this job would be done by towns (e.g. Coral Coast), in the Kimberley towns are far less known than landmarks (e.g. Bungle Bungles, Mitchell Falls)

n  Therefore need to ‘signpost’ the area with landmarks as much as possible n  An exception to this is Broome (and potentially Kununurra), which can provide

entry/exit or stopover points n  Information should also be aimed to educate potential visitors of the ability to

experience the Kimberley in a more concise timeframe – challenging the barrier of time

For the Kimberley, information needs to combat perceptions of ‘vast emptiness’

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN



Where to from here … Combating the cost barrier

70

Firstly, we must be mindful that while expense is clearly the most frequently cited and dominating barrier for travel to Broome and the Kimberley, in fact what this speaks to is not really cost in absolute terms, but relative value … and the value equation has two sides – cost and experience

Short term – framing costs more favourably n  While costs themselves can difficult to change, presenting these costs in as appealing a manner as

possible could help work against this barrier n  For first-time visitors, frame cost savings as discounts on flights, rather than any other aspect n  Consider loyalty discounts on accommodation for repeat visitors, who are more likely to feel this

aspect of their trip was lacking in value n  Emphasise uniqueness of cost-intensive experiences – this is the attribute most likely to lead to

perceptions of it being “worth” the price n  Presenting Broome in connection with the Kimberley (and its additional array of experiences) is also

more likely to be perceived as “worth it” than Broome is alone

Long term – shifting the value equation n  The cost of travel to Broome is not deemed worth it for many people because of a lack of experience

density – if there is only enough to do for 4 days, perceptions of expense are exacerbated and perceived value declines n  This is particularly the case for access costs and at this early point in trip planning, costs can prevent

visitation altogether if the value equation is not shifted n  The degree to which costs (of all kinds) can be reduced is constrained, therefore the onus is on industry

to improve, develop and add to Broome’s tourism product in order to shift perceptions of value long-term …

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN



Where to from here … Product Development & Enhancement

71

The research suggests greater product density is needed to tip perceptions of cost to perceptions of value, to increase potential time (and spend) in Broome and increase potential for re-visitation

There is also high potential for the improvement and development of culinary experiences n  Future culinary products should be are authentic to the local area – product, produce, culture and

location n  Potential for more to be made of local produce (particularly in the Kimberley)

n  Location is key! Connection to the natural environment is a high priority, with views of the water highly prized (the re-development of Chinatown is well-aligned with this)

The Broome Tourism Strategy suggests several avenues for potential product development and the results of the current research reinforce the need for this development Those experiences that play to the region’s authentic strengths of nature and history have particular potential to appeal to visitors: n  Activation of Cable Beach, Dampier Peninsula, Safe swimming area, Water park, Indigenous cultural

tours

Currently, Broome’s “blue ribbon” experiences (pearl tour, horizontal falls) are relatively costly, but consistently deemed good value … But the ‘in-between’ experiences are more likely to be a source of discontent. – e.g “slightness” of dinosaur footprints & Japanese Cemetery Therefore suggest building up these existing experiences to be more substantial through elaboration of history/culture, creating a diversified experience by adding elements (e.g. culinary) or creating atmosphere/ telling a story (e.g. cemetery tour at dusk)

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN



Where to from here … Product presentation

72

Broome’s role in the region Enhance Broome’s role as a ‘hub’ for experiences by showcasing a range of daytrip and short-stay options and emphasising Broome as the access point for these n  Potential for experience options/packages that incorporate the wider Kimberley (e.g. Dampier Peninsula,

Cape Leveque, Windjana Gorge etc.) n  This makes Broome seem bigger and more substantial in its offer, makes the Kimberley feel closer and

more accessible and increases the link between both destinations

Seasonality While there is a desire to extend the Broome tourism season, caution should be exercised in promoting Broome at those times of year when ‘typical’ visitors cannot have an optimal experience n  If some experiences don’t operate in the shoulder/off seasons, this is likely to exacerbate the impact of

‘not enough to do’ and lead to negative WOM Instead of promoting broadly, focus on niche experiences that can be delivered to meet or exceed expectations n  E.g. Value for money Australian resort escape, special interests such photography, wildlife, weather

Marketing It is centrally important to continue to promote the famous imagery of Broome to maintain its iconic status – simply being iconic is one of the most important drivers of visitation to Broome n  This does mean continuing to utilise the sunset camel ride on Cable Beach as an anchor image for

destination marketing n  Anchor/ iconic images are a marketing ‘short-cut’ and they act as ‘place-markers’ that give

marketing material instant recognisability – as a marketing tool they are extremely powerful, valuable and very difficult to create from scratch

n  This does not mean this is the only image that should be used, in fact, supporting the anchor image with others will help portray experience density

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN



Where to from here … Kimberley recommendations

73

Signposting the region n  Currently, knowledge of the Kimberley can be very low and the area

seen as empty and therefore difficult to navigate/ plan n  Utilising attractions/ landmarks as regional signposts not only

promotes the experiences on offer in the Kimberley, but can also help define a perceptually empty space

n  Given the lack of awareness of most towns in the region, emphasising only Broome and/or Kununurra as entry/exit points and natural landmarks in-between could create the sense of a journey that is more coherent, easier to visualise, speaks to the experiences on offer and is therefore overall more appealing and easier to plan

Packages n  The difficulty some perceive of travelling in the

Kimberley raises (realistic!) safety concerns n  As a result, itinerary packages/ escorted tours have

more likelihood of uptake (By domestic travellers) in the Kimberley than anywhere else in WA

n  Also suggests an opportunity for a ‘curated’ self-drive option (i.e. car hire, clear routes and ‘waystations’, check-in points for security)

Itineraries n  Structure by type (self

drive vs. escorted) and timeframe to counteract perceptions of “need lots of time”

Accommodation options n  There is a sense that the Kimberley does

high-end (cruises, El Questro) and low end (camp sites) quite well, but mid-range options are seen as limited

n  Suggests an opportunity for the development/promotion of more ‘catered’ camp sites, permanent tents, basic chalets

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN



Broome’s tourism proposition The research suggests several aspects of Broome’s offer that could be usefully dialled-up …

74

Imagery

Emphasise nature & reinforce icons

Feeling/tone

Relaxation in the form of an Iconic Australian Escape

Product

Nature, history, culture

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN



Feeling/tone

Relaxation in the form of an Iconic Australian Escape

Resort Broome n  Refreshing n  Rejuvenating n  Unwind n  Indulge n  Reconnect n  No hassles n  Safety & security

Iconic Broome n  Slow paced n  Not crowded n  Chilled-out n  Special moments – sunset,

staircase, tides

Gateway Broome n  Restful at the end of an adventure n  Put your feet up n  Reflect

Kimberley

Adventure in the form of exploration and discovery

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN



Imagery

Emphasise nature & reinforce icons

Resort Broome n  Beach n  Sunset n  Food and wine images

incorporating landscape

Iconic Broome n  Continue to reinforce iconic

imagery n  Beaches, camels, sunsets

n  Pearls n  Stairway to the moon

Gateway Broome n  Dialling-up natural offering of

Broome aligns with Kimberley brand & strengthens association

n  Likeness of colours between Broome & Kimberley (red earth), plus differentiator of aqua ocean

Kimberley

Consider an anchor image to promote – one including water is recommended to avoid ‘desert’

misperceptions

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN



Product

Nature, history, culture

Resort Broome n  Emphasise sunsets and dining

options n  Pearl history and products n  Activation of Cable Beach likely to

attract (e.g. beach markets, dining)

n  Develop individual food and beverage experiences into a more coherent ‘trail’

Iconic Broome n  Reinforce the ‘highlights’ –

sunsets, camels, pearls n  Build on and diversify iconic

experiences where possible e.g. Staircase “moon markets”

n  Leverage history and culture to enhance ‘slight’ experiences e.g. Japanese Cemetery

Gateway Broome n  Dial up adventurous experiences to

link with Kimberley offer (e.g. Horizontal falls)

n  Also emphasise coast to complement inland Kimberley adventure

n  Broome as the ‘hub’ to explore from – link to Kimberley day-trips/short tours

Kimberley

Dial up water-based experiences e.g. swimming in waterholes, create a ‘journey’ of experiences

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN


© TNS


78

TNS | 24 Railway Road | Subiaco, WA 6008 Australia | 9489 4200| www.tnsglobal.com

Allison Grainger [email protected] 9489 4215

Caroline Goldie [email protected] 9489 4200

LEFT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS...

Documents

Transcript of LEFT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS...