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Presentation by Chris Pattas, Group General Manager, AAA Tourism to the Australian Hospitality Conference on 3rd September 2012.
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STARRY EYED: THE NEW STAR-RATING
SYSTEMChris Pattas
AAA Tourism
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"!
8.4 Million Auto Club Members
Motoring, Travel, Insurance, Finance
Where to Go? Where to Stay?
What to See and Do?
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
Our Online Reach
• 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
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
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
• 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
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
• 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
• 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
Star-ratings Are Trusted
Star-ratings Are Known
THE CHAMPION OF ACCOMMODATION
STANDARDS
Star Ratings Refresh
Strong Visual Identity
Initial Results Are Pleasing
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
Key Client Support
• Independent, trusted, official, supported
• Guest ratings are not consistent
• Self ratings don't have the same credibility
Why Star Ratings Are Important
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
The New Star-rating System
STARRY EYED: THE NEW STAR-RATING
SYSTEMChris Pattas
AAA Tourism