Understanding the French consumer - Tourism Australia · Malaysia China Elements of ‘value for...

Understanding the French consumer May 2014

Understanding the French consumer

Respondent Profile

Male

Female

Under 24 years

25- 34 years

35- 44 years

45- 54 years

55- 64 years

65+ years

8%

19%

27%

20%

18%

8.%

Ile-de-France

Rhone-Alpes

Provence-Alpes-Côte-d’Azur

Aquitaine

Nord-pas-de-calais

Languedoc-Roussillon

Bretagne

Lorraine

Pays-de-la-loire

Midi-Pyrénées

Other regions

18%

12%

7%

6%

6%

5%

5%

5%

5%

4%

25%

52%

48%

Gender Age Place of Residence

Less than 19999 euros20000 - 29999

30000 - 39999 euros40000 - 49999 euros50000 - 59999 euros60000 - 79999 euros

More than 80000 eurosPrefer not to answer

Partner & children

Partner

Alone

Single parent

Parents

Other

Housemates

Relatives/ family members

Work full time

Retired

Work part time

Looking for work

Home duties

Full time student

Other

ProfessionalManager

Labourer / tradeClerical & Admin Worker

Self-employedCommunity Worker

OtherSales Worker

Farmer

Income Living Situation Employment Status Occupation 14% 21% 21% 16% 10%7%5%7%

39%

34%

15%

5%

5%

1%

1%

1%

63%

17%

9%

4%

4%

3%

0%

32%11%9%7%4%4%2%1%0%

Most important factors when selecting a holiday destination (Top 5)

18%

12%

12%

11%

9%

8%

5%

5%

4%

4%

65%

51%

38%

38%

33%

33%

29%

27%

25%

23%

22%

20%

Respondents were asked what they look for when choosing any holiday destination.

World class beauty and natural environments

A destination that offers value for money

A safe and secure destination

Rich history and heritage

Friendly and open citizens, local hospitality

Good food, wine, local cuisine and produce

Spectacular coastal scenery

Great swimming beaches

Native or cultural heritage or activities

Interesting attractions to visit

Indigenous experiences

Different and interesting local wildlifeA family friendly destination

Flights with no stop-overs

A range of quality accommodation options

Exciting events, local festivals and celebrations

Clean cities, good road infrastructure

Romantic destination

Ease of obtaining visa

Vibrant city lifestyle

The best in luxury accommodation & facilities

Great shopping/ world class brand names

A major tourism research project into how international consumers view Australia and the factors most likely to motivate them to visit the country has been undertaken by Tourism Australia. The scale and depth of the research is unprecedented and provides unique insights into consumer demand in 15 of Australia’s most important inbound markets. Insights from the work will contribute towards the industry achieving its Tourism 2020 goal – to increase annual overnight tourism spending to between A$115bn and A$140bn by the end of the decade. The research will be used to help shape the future marketing of Australia and identify opportunities to make the country’s tourism offering more attractive to overseas visitors.

Sample size n=848

Read as: 65% of respondents rate ‘world class beauty and natural enviornments’ as among the top 5 most important factors when choosing a holiday destination.


How does Australia Rank?

World class beauty and natural environment

Australia

Canada

Mauritius

Kenya

Thailand

Mexico

Vietnam

Argentina

New Zealand

Hawaii

62%

56%

48%

45%

43%

39%

39%

39%

39%

39%

75%

60%

60%

54%

54%

54%

48%

46%

46%

44%

60%

56%

46%

46%

43%

39%

38%

38%

37%

37%

Australia

Canada

Kenya

Mauritius

Thailand

Vietnam

Mexico

United States (excl Hawaii)

Argentina

New Zealand

Australia

Canada

Mauritius

Brazil

Central America/Caribbean

New Zealand

Argentina

Hawaii

United States (excludingHawaii)

Thailand

Read as: 75% of those that have previously visited Australia have associated Australia with ‘world class beauty and natural environments’.

All respondentsRespondents who have visited Australia

Respondents who have not visited Australia

Respondents were asked what constitutes ‘World class beauty and natural environments’.

Elements of ‘world class beauty and natural environments’

Respondents were asked what are the most important types ‘world class beauty and natural environments’.

47%

23%

20%

10%

1%

23%

21%

19%

18%

11%

6%

2%

Remarkable scenery to soak up and enjoy

Visiting sites of historical, cultural or religious significance

Engaging with nature first hand, for example by hiking, bike riding or scuba diving

World Heritage status areas

None of the above

Tropical islands and beaches

Historical / cultural / religious

Natural developed coastal

Wilderness / mountain

Natural remote coastal

Wide open inland / outback

None of the above

Value for money

Thailand

Vietnam

Canada

Mexico

Mauritius

United States (excluding Hawaii)

India

Brazil

Kenya

Argentina

Australia

23%

16%

14%

13%

11%

9%

8%

8%

7%

7%

5%

43%

31%

20%

17%

17%

14%

14%

14%

14%

11%

22%

15%

15%

12%

12%

8%

8%

8%

7%

6%

5%

Thailand

Canada

Vietnam

Mexico

Mauritius


Brazil

India

Argentina

China

Australia

Thailand

Vietnam

Mauritius

Mexico


Canada

Australia

India

Malaysia

China

Elements of ‘value for money’

Respondents were asked what constitutes ‘value for money’ when choosing a holiday destination.

Respondents who indicated Australia was not ‘value for money’ were asked why not.

31%

22%

18%

18%

9%

1%

93%

42%

22%

16%

2%

1%

The best experiences I can afford within my budget

Low cost of living expenses (food, accommodation, etc.) in the country or region

Inexpensive airfares to the country or region

Unique / world’s best experiences that cannot be had anywhere else

Low cost of travelling around the country or region

None of the above

Expensive airfares

High cost of living expenses (food, accommodation, etc.)

High cost of travelling around

Not the best experiences I can afford within my budget

Experiences that are not unique and can be had elsewhere

Other

All respondents Respondents who have visited Australia


Read as: 14% of respondents who have visited Australia previously associated Australia with ‘value for money’.

17th18th

Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations


Safety and security

Respondents were asked what constitutes a ‘safe and secure destination’.

Canada

Australia


New Zealand

Japan

Mauritius

Hawaii

Thailand

Hong Kong

China

63%

56%

49%

38%

36%

35%

19%

15%

14%

14%

81%

71%

56%

47%

41%

41%

28%

22%

19%

16%

64%

55%

49%

39%

37%

35%

17%

16%

15%

14%

Canada

Australia


New Zealand

Japan

Mauritius

Hawaii

Thailand

Vietnam

China

Australia

Canada


Mauritius

Japan

New Zealand

Hawaii

Hong Kong

Singapore

Thailand

Read as: 81% of those that have previously visited Australia have associated Australia with a ‘safe and secure destination’.



Elements of a ‘safe and secure’ destination

Respondents who indicated Australia was not ‘safe and secure’ were asked why not.

50%

26%

12%

4%

4%

4%

1%

28%

19%

12%

8%

6%

37%

A low chance of terrorism

A low chance of being robbed or assaulted

A low chance of health risk

A destination whose people have similar beliefs to mine

Lack of bad reports about the treatment of fellow travellers

Law enforcement system with integrity that can be trusted

None of the above

Bad reports about the treatment of fellow travellers

A high chance of being robbed or assaulted

A destination whose people have different beliefs to mine

Law enforcement system without integrity that cannot be trusted

A high chance of terrorism

Other ( Dangerous wildlife / landscape)

Native or cultural heritage or activities

China

Mexico

India

Japan

Vietnam

Thailand

Indonesia/ Bali

Brazil

Nepal

Other Middle East

Australia

48%

48%

45%

43%

42%

41%

32%

31%

30%

27%

26%

63%

63%

58%

58%

54%

50%

46%

46%

42%

38%

49%

48%

42%

41%

40%

38%

27%

27%

26%

24%

Mexico

China

India

Japan

Vietnam

Thailand

Brazil

Indonesia/ Bali

Nepal

Australia

India

Japan

Mexico

China

Vietnam

Thailand

Indonesia/ Bali

New Zealand

Other Middle East

Australia

All respondents Respondents who have visited Australia


Read as: 38% of respondents who have visited Australia previously associated Australia with ‘native or cultural heritage and activities’.

11th


How is Australian food and wine currently viewed by French consumers?

High grade meat and live stock

Spectacular outdoor dining

Fresh local produce grown or raised in pristine natural environments

Backyard BBQs

Fresh seafood

A heritage of food and culture

Outback Steakhouses

Multicultural food

Fish and chips on the beach

Stunning food and wine trails

Unique culinary experiences

Wineries with great food

Fine dining restaurants

Meat pie with sauce

Food and wine events and local festivals

None of the above

Respondents were asked which factors they currently associate with the Australian food and wine offering.

39%

39%

30%

28%

21%

18%

17%

17%

12%

10%

9%

8%

8%

7%

6%

18%


Japan

Argentina

Thailand

Canada

Mexico

Australia

China

Vietnam

Mauritius

Brazil

25%

23%

23%

22%

20%

20%

19%

19%

17%

15%

39%

39%

35%

30%

30%

26%

26%

22%

22%

22%

25%

24%

23%

23%

20%

19%

18%

18%

14%

14%

Thailand

Japan

Argentina

Canada

Vietnam

Mexico

Australia

China

Mauritius

Central America/ Caribbean

Australia


Japan

Brazil

Canada

Mexico

China

Argentina

New Zealand

Thailand

Elements of ‘good, wine, local cuisine and produce’

Respondents were asked what constitutes ‘good food, wine, local cuisine and produce’ when choosing a holiday destination.

Respondents were asked what are the most important types ‘good food, wine, local cuisine and produce’.

38%

24%

15%

13%

5%

3%

3%

25%

23%

18%

17%

11%

4%

2%

Fresh local produce grown or raised in pristine natural environments

A national style of cooking I like

Interesting and exciting street-food

A heritage of food and wine culture

Award winning fine dining restaurants

Vineyards with great food offerings

None of the above

Natural fruit and vegetables

Fresh seafood

A range of multicultural food options

High grade meat and livestock

Renowned cheese and dairy

Award winning wineries

None of the above



Read as: 39% of those that have previously visited Australia have associated Australia with ‘good food, wine, local cuisine and produce’.

Read as: 39% of respondents associated Australian food and wine with ‘high grade meat and live stock’.



Mexico

China

Japan

India

Thailand

Vietnam

Other Middle East

Brazil


Nepal

Australia

55%

50%

44%

43%

36%

34%

28%

24%

23%

23%

19%16th 17th

64%

58%

56%

56%

44%

42%

42%

39%

36%

36%

54%

51%

43%

42%

34%

32%

24%

23%

22%

22%

17%

Mexico

China

India

Japan

Thailand

Vietnam

Other Middle East


Nepal

Indonesia/ Bali

Australia

Mexico

China

India

Japan

Vietnam

Brazil

Thailand

Other Middle East

Australia

Argentina



Read as: 36% of respondents who have visited Australia previously associated Australia with ‘rich history and heritage’.


Canada

Thailand

Vietnam

Mauritius

Australia

India

New Zealand

Indonesia/ Bali

Argentina

Brazil

55%

36%

33%

28%

25%

23%

23%

22%

22%

21%

52%

48%

41%

37%

33%

30%

26%

22%

22%

18%

57%

36%

33%

26%

25%

23%

22%

21%

21%

21%

Canada

Thailand

Vietnam

Mauritius

India

Indonesia/ Bali

Australia

Argentina

New Zealand

Brazil

Canada

Australia

New Zealand

Mauritius

Vietnam

Thailand

Japan

Argentina

Mexico

Brazil



Read as: 48% of respondents who have visited Australia previously associated Australia with ‘friendly and open citizens and local hospitality’.

Friendly and open citizens, local hospitality

Mauritius

Hawaii

Australia

Brazil


Thailand

New Zealand

Mexico

South Africa

Indonesia/ Bali

56%

49%

47%

34%

34%

30%

29%

26%

23%

21%

71%

61%

52%

48%

42%

42%

35%

32%

29%

29%

53%

48%

43%

33%

33%

28%

27%

25%

21%

19%

Mauritius

Hawaii

Australia

Brazil


Thailand

New Zealand

Mexico

Indonesia/ Bali

South Africa

Australia

Mauritius

Hawaii

Brazil

New Zealand

Thailand

South Africa


Mexico

Vietnam



Read as: 71% of respondents who have visited Australia previously associated Australia with ‘spectacular coastal scenery’.


Exciting events, local festivals and celebrations

Thailand

Vietnam

Canada

Mexico

Mauritius


India

Brazil

Kenya

Argentina

Australia

23%

16%

14%

13%

11%

9%

8%

8%

7%

7%

5%

Respondents were asked whether they always time their holiday and places visited with an event or festival of interest.

Respondents were asked what constitutes ‘exciting events, local festivals and celebrations’ when choosing a holiday destination.

22%

18%

13%

12%

12%

12%

3%

2%

1%

4%

Music festivals

Local/ regional events

Natural and wildlife events

Cultural celebrations

Family events

Arts and entertainment events

Sporting events

Food and Wine festivals

Religious events

None of the above

All respondents

Elements of ‘exciting events, local festivals and celebrations’

Read as: 5% of all respondents associated Australia with ‘exciting events, local festivals and celebrations’.

Reads as: 27% of French respondents indicated they always time their holiday and places visited with an event or festival of interest.

Average Average

China

Indonesia

India

South Korea

Brazil

Malaysia

Japan

Russia

USA

Singapore

Italy

France

Germany

United Kingdom

New Zealand

AgreeDisagree

51%

81%

78%

72%

67%

66%

63%

58%

49%

46%

40%

37%

27%

25%

24%

23%

-18%

-1%

-6%

-10%

-9%

-8%

-10%

-9%

-16%

-19%

-20%

-16%

-30%

-39%

-36%

-40%

18th


Great swimming beaches

Mauritius

Hawaii

Brazil

Australia

Thailand


Mexico

Indonesia/ Bali

New Zealand

South Africa

68%

64%

47%

44%

36%

33%

28%

25%

16%

15%

67%

62%

57%

48%

48%

24%

19%

14%

14%

14%

67%

63%

45%

43%

36%

32%

29%

27%

15%

15%

Mauritius

Hawaii

Brazil

Australia


Thailand

Mexico

Indonesia/ Bali

New Zealand

South Africa

Mauritius

Hawaii

Australia

Brazil

Thailand

Mexico

Other South Pacific


Fiji

Indonesia/ Bali



Read as: 57% of respondents who have visited Australia previously associated Australia with ‘great swimming beaches’.

Interesting attractions to visit


Australia

Canada

Japan

Mexico

China

Brazil

Thailand

Kenya

Vietnam

56%

36%

36%

27%

25%

25%

24%

23%

21%

19%

Elements of ‘interesting attractions’

Respondents were asked what constitutes ‘interesting attractions’ when choosing a holiday destination.

38%

24%

6%

6%

5%

5%

3%

3%

3%

2%

2%

4%

Natural landmarks/ Heritage Sites

Historical landmarks

Theme parks (e.g. Disneyland)

Zoos/ Aquariums/ Wildlife Sanctuary

Restaurants

Spectacular architecture

Museums/ art galleries/ theatres

Amusement/ Themed attractions

Cultural or religious sites

Shopping centres and malls

Casinos/ nightclubs/ bars

None of the above

All respondents

Read as: 36% of all respondents associated Australia with ‘interesting attractions to visit’.


Respondents were asked which destinations they would most like to visit in the next four years (aspiration), and which destinations they are actively planning to visit in the next two years (intention)

Canada


Australia

Mauritius

Thailand

Vietnam

Brazil

New Zealand

Mexico

Japan

29%

29%

18%

17%

15%

12%

12%

12%

12%

10%

10%

8%

5%

4%

4%

3%

3%

3%

3%

3%

1736

1456

1326

580

576

525

455

305

262

241

98

Canada


Mauritius

Thailand

Australia

Central America, Caribbean

Brazil

Mexico

New Zealand

Japan

Other Africa

United States

Central America, Caribbean

Other Middle East

Thailand

China

Canada

Other South America

Mauritius

India

Australia

AspirationWhich of the following destinations are you considering travelling to in the next 4 years?

IntentionWhich of the following destinations are you actively planning to visit for a holiday in the next 2 years?

Visitation000’s of trips in 2012 (TE)Visitation rankings derived from Tourism Economics

Read as: 18% of French consumers are considering travel to Australia in the next 4 years, with 4% intending to visit. Australia is ranked 22nd for visitation against other long haul destinations for outbound travel from France.Note: Hawaii is included in US for visitation figures as cannot be separated.Charts only display the top 10 destinations across aspiration, intention and visitation.

Key:•Other Middle East (e.g. Israel, Iran, Iraq, Jordan, Lebanon)•Other South America (e.g. Chile, Columbia)

Strengths for Australia: World class beauty and natural environments, safety and security, great swimming beaches and spectacular coastal scenery.Opportunities for Australia: Indigenous experiences, native or cultural heritage or activities, good food, wine, local cuisine and produce, rich history and heritage, friendly and open citizens, rich history and heritage and value for money.

22nd

80

70

60

50

40

30

20

10

0

22 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1

Ease of obtaining visa

Great shoppingRomantic destination

The best in luxury accommodation and facilities

Different and interesting local wildlife

Indigenous experiences

Vibrant city Clean cities / good road infrastructure

Quality accommodation

Exciting events Flights with no stop-overs

Native or cultural heritage

or activities


Great swimming

beaches

Friendly and open citizensFamily friendly

World class beauty and natural

environmentsSafe and

secure



Value for money

Interesting attractions

to visit

Asso

ciat

ions

with

Aus

tral

ia

importance when selecting a holiday destination

Stre

ngth

Wea

k

Low High

Strengths for Australia

Opportunities for Australia

Stre

ngth

This chart shows the importance of each factor when selecting a holiday destination and the extent to which Australia is associated with each of these factors. The horizontal axis indicates the importance level, with low importance on the left side of the chart to high importance on the right. The vertical axis indicates the extent to which Australia is associated with each of these factors, with weak associations at the bottom to strong associations at the top.

The factors placed in the top right quadrant are considered the strengths for Australia as a destination, given the high importance in destination choice and the strong association with Australia as a holiday destination.The factors placed in the bottom right quadrant are considered the opportunities for Australia as a destination, given the high importance in destination choice but ‘currently’ weak association with Australia as a holiday destination.

Associations with Australia vs. importance when selecting a holiday destination

Aspiration and Intention to visit


Read as: 69% of respondents indicated ‘expensive airfares’ was a key obstacle for not planning a holiday to Australia.

Respondents were asked if they had specific obstacles preventing planning a holiday in Australia.

69%

27%

27%

12%

12%

9%

8%

6%

5%

2%

2%

2%

1%

1%

1%

0%

8%

Expensive airfares

High cost of living expenses

Flight is too long

High cost of travelling around

I don’t know anyone who lives there

I don’t know enough about what to do there

Not the best experiences I can afford

I don’t know how to travel in/ around Australia

Experiences are not unique / can be had anywhere

Difficult to obtain visas

Law enforcement system without integrity / trust

Told of a bad experience by someone I know

Bad reports about the treatment of fellow travellers

A high chance of being robbed or assaulted

A high chance of terrorism

A destination whose people have different beliefs

Other

Obstacles preventing consumers from planning a holiday to Australia


Consumer passions and interest segmentation

Nature Activities (60%)Bird watching, campervan-ing, camping, gardening, observing wildlife, natural wonders, tramping and walking.

Food and Wine (37%)Trying new / different foods, cooking / learning to cook and wine tasting.

Art Appreciation and History (41%)Admiring architecture / design, art appreciation, museums and history.

Aquatic Activities (22%)Diving, fishing, sailing, snorkelling / scuba diving, surfing / paddle boarding and swimming.

Concerts and Festivals (20%) Attending concerts / shows, attending music festivals.

Sports (16%)Cricket, golf, gym / fitness, horse racing, motor racing, netball, rugby, running, soccer and tennis.

Adventure Activities (18%)Four wheel driving, horse riding, hunting, kayaking, mountain biking, road cycling and skiing.

Art Participation (10%)Drawing / illustration, painting, sculpture / pottery and writing, dancing and singing.

Single Activity Segments Experiencing foreign culture (32%) / Shopping (11%) / Photography (21%)Self Drive (3%) / Gambling (2%).

Respondents were provided with a list of 52 individual passions points (i.e. hobbies) and asked to indicate which ones were of interest.Respondents were then asked to indicate which of these passions they would travel overseas to specifically follow or participate in.After a thorough segmentation each individual passion was grouped into segments of which consumers would travel overseas to follow or participate in.

60%

41%

37%

32%

22%

21%

20%

18%

16%

11%

10%

3%

2%

Nature

Arts and History

Food and Wine

Foreign Culture

Aquatic activities

Photography

Concerts and festivals

Adventure activities

Sport

Shopping

Art Participation

Self Drive

Gambling

Read as: 60% of consumers suggested they would travel overseas to follow or participate in a ‘nature’ based passion or area of interest.


The Consumer Demand Project (CDP) is a major international tourism research project into how global consumers view Australia and what most motivates them to visit, identifying the ‘triggers’ and experiences important to the consumer when selecting a holiday destination. The research project was carried out by BDA Marketing Planning, a consultancy who specialise in international demand side strategy development and consumer research. BDA Marketing Planning was originally employed by Tourism Australia in 2010 to work on a major strategic project which was the forerunner to the industry’s Tourism 2020 strategy. The aim of this follow-up consumer research project was to help determine the strategic priorities to achieve the Tourism 2020 goal, by providing a comprehensive assessment of Australia’s current destination appeal and the future tourism potential of key Australian holiday options. The research was carried out in fifteen of Australia’s key tourism markets: China, Germany, India, Indonesia, Japan, Malaysia, New Zealand, Singapore, South Korea, Brazil, Russia, Italy, France, UK and USA.

About the research

Understanding the French consumer - Tourism Australia · Malaysia China Elements of ‘value for...

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