Champagne insights for the cost of fresh air

How and where to find free informationA ‘show and tell’ for the PATA Colloquium

Chengdu, 14th September 2013

Introducing ourselves: MyTravelResearch.com

• An innovative membership service that bridges the gap between what destinations are resourced to provide and industry needs/expectations

• But rather than TELL you what we do…• ….we thought we would SHOW you what we do• Caveat: This document was prepared for our Australian

members• But our perspective is global – we’ve conducted research in

nearly 40 countries around the world

Websites with information on tourism in and to Australia Tourism Research Australia (1)

• We are really lucky in Australia. We have a marvellously sound statistical basis on which to do our planning.

• One of these sources is Tourism Research Australia (TRA)• The main site is http://www.tra.gov.au/ • This will take you to both the just published and recently published

surveys and analyses by the organisation.

Websites with information on tourism in and to Australia Tourism Research Australia (2)

• This link at the head of the main page will take you to both the just published and recently published elements of:– National Visitors Survey (NVS/Travel by Australians)– International Visitors Survey (IVS) – Destination Visitors Surveys (DVS). This has two components

• Strategic Regional Research (SRR). Conducted jointly with the states. Even if the results are not for your state, the topics are designed to have wider relevance.

• Visitor Profile and Satisfaction Study (VPS). This is an initiative to assist individual destinations understand their visitor base and benchmark it against Australian standards. It is worth contacting TRA to get involved. But if you see similar destinations to yourself they can also be useful benchmarks

– Occasional reports that draw off these and special reports like those on exchange rates, the impact of the mining boom and so on

Websites with information on tourism in and to AustraliaTourism Research Australia (3)

• But it is also worth scrolling down the page to – check out the links to the full

list of publications on the site– Check out future publications– Or better still signing up for

releases – so the research comes to you

Websites with information on tourism in and to Australia Tourism Australia

• Whilst TRA concentrates on visitor profiling and behaviour, Tourism Australia provides insights on needs and wants (including drawing on TRA data). Again this is a fantastic data source that I use a lot

• http://www.tourism.australia.com/markets/market-strategy.aspx• Or http://www.tourism.australia.com/statistics.aspx• You can look by market or by segment

Websites with information on tourism in and to Australia STOs (1)

• All of Australia’s states and territories conduct and use research as well as running state analysis of TRA work

• Besides your own state, it is well worth checking out other states’ that– Neighbour yours (may have similar visitors – especially if you are close to

borders)– Offer similar experiences (again similar visitors). I would recommend thinking

laterally here. For example, both NT and Tasmania attract nature-based tourism – so if you are based in one check out the other

• Links to all of them are provided on the following page. To avoid you having to restart this presentation, go to our useful links page

Websites with information on tourism in and to Australia STOs (2)

• http://www.destinationnsw.com.au/tourism/research-and-reports• http://www.tourism.vic.gov.au/facts-and-figures/• http://www.tq.com.au/research/index.cfm• http://www.tourism.sa.gov.au/publications/default.asp• http://www.tourism.wa.gov.au/Research_and_Statistics/Pages/Research_and_Stat

istics.aspx• http://www.tourismnt.com.au/research.aspx • http://www.tourismtasmania.com.au/research • http://www.tourism.act.gov.au/research

Websites with useful supporting information for AustraliaGovernment departments

• Although TRA, TA and the States are the primary sources of information other government departments produce useful statistics

• Many are useful background for business cases or tourism planning• The Bureau of Infrastructure, Transport, Regional Development and Local

Govenment (BTRE) has useful information on issues like air capacity and a wealth of information on Australia’s regions. For example, see – http://www.btre.gov.au/Info.aspx?ResourceId=204

• And of course, the mother of them all – the ABS or Australian bureau of statistics. Besides tourism information, this is a good source of information on Australia’s changing demographics, its use of internet and so on– http://www.abs.gov.au/

Websites with useful supporting information for AustraliaAcademia/STCRC

• Sustainable Tourism Co-perative Research Centre ceased operating a few years ago – it’s research is still freely available online at http://www.crctourism.com.au/bookshop/

• Universities in Australia that have tourism departments will also publish their research. Those who do postgraduate work who can be found at http://www.hotcourses.com.au/australia/all-travel-and-tourism-postgraduate-courses-australia/pg-aus-all/db-m2/order-cd-1/kw/courses.html and then follow links to individual universities to find one near you

• Travel and Tourism Research Association can connect you to both commercial and academic researchers all over the world. The Asia Pacific Chapter has a LinkedIn page where you can engage and post questions TTRA Apac (or join Australian Tourism Marketing as Bron and I share things there)

Websites with industry specific informationIndustry associations in Australia• There are many associations with information about your industry to help you plan

things. • However you often need to be a member to access this information. • Industry associations that share research beyond their members include:

– ATEC. https://www.atec.net.au/422.html– TTF. http://www.ttf.org.au/Content/research.aspx – TAA (part of AHA)... http://tourismaccommodation.com.au/research-reports

(mostly compilaton of other research)– NRMA http://www.mynrma.com.au/about/reports-brochures-research.htm

(mostly policy documents)– Cruise Down Under http://www.cruisedownunder.com/reports

Information on travel and travellers generallyInternational bodies (1)• Besides Australian bodies a whole range of international associations produce

insight and information including• Tourism

– PATA – the Pacific Asia Travel Association http://www.pata.org/Intelligence (some are chargeable but some are free)

– UNWTO (the World Tourism Organisation) http://statistics.unwto.org/en/publications (again chargeable and free are both available)

– WTTC (the World Travel and Tourism Council) http://www.wttc.org/research/– ETC http://www.etc-corporate.org/market-intelligence.html

• Cruising– CLIA http://www.cruising.org/pressroom-research/market-research

Information on travel and travellers generallyInternational bodies (2)• Airlines

– www.iata.org (global)– www.icao.int (UN civil aviation body)– Regional organisations such as AAPA (for the Asia Pacific Region)

http://www.aapairlines.org/Asia_Pacific_Perspectives.aspx• Airports

– Airports Council International http://www.airports.org/cda/aci_common/display/main/aci_content07_banners.jsp?zn=aci&cp=1-6_725_2__

Information on travel and travellers generallyFrenemies• Besides our own investment here, many of our competitors produce excellent insights

on source markets – or on issues that you can borrow• The most consistently useful we find are:

– Tourism New Zealand http://www.newzealand.com/travel/trade/marketing-toolbox/tourism-research/tourism-research.cfm

– CTC (Canada) http://en-corporate.canada.travel/research I particularly like their segmentation – and also their work on indigenous tourism

– Visit Britain http://www.visitbritain.org/insightsandstatistics/index.aspx (also check out the national sites for England http://www.visitengland.org/insight-statistics/market-research/index.aspx, Scotland http://www.visitscotland.org/research_and_statistics.aspx , Wales http://wales.gov.uk/topics/tourism/research/?lang=en and Northern Ireland - http://www.nitb.com/CategoryPage.aspx?path=2e3c2831-b6cb-4bcd-a276-e0283e5bd203,76feeab2-495b-4951-8e1a-f26d64d3fca4 )

– Tourism Ireland http://www.failteireland.ie/research-statistics– Office of Travel and Tourism Industries (http://tinet.ita.doc.gov/research/index.html

)

Information on consumers and travellersCommercial research• The Roy Morgan Holiday Tracking Study does make some of its research available for free as well as other

research on subjects such as consumer confidence:– www.roymorgan.com

• Specialist travel consultancies– http://www.eyefortravel.com/– http://www.phocuswright.com/free_reports

• TNS has a specialist travel team who put out insights and information on their travel blog (some written by me!)– http://www.sixthsenseinsights.com.au/tag/travel/

• Sponsored research is another good source such as the Visa PATA Travel Intentions study (the most recent source is available for purchase to PATA members, but topline results can be found at http://pressreleases.visa.com/phoenix.zhtml?c=215693&p=irol-newsarticlePR&ID=1810853&highlight and you can usually find the previous year’s study on the net e.g. http://www.visa-asia.com/ap/cn/zh_CN/mediacenter/factsheets/includes/visa_pata_travel_intentions_report2010.pdf (this still has a lot of good insight)

• CAPA produces a great deal of relevant information http://www.centreforaviation.com/• Or try the search terms earlier in this presentation!*

* Cut down version but email us for a copy on good google search terms

Information on digital trends

• Most of the major research vendors produce insight in this area. The ones I know best are below

• TNS– www.tnsdigitallife.com and www.discovermobilelife.com

• Nielsen (just an example)– http://www.nielsen.com/us/en/insights/reports-downloads/2012/how-digital-

influences-how-we-shop-around-the-world.html

Information on trends and the consumer mindset• Here are some sites that I use ALL the time to understand the consumer mindset

and broader trends• www.jwtintelligence.com (Anxiety Index, Top 10 and Top 100 trends per year)• http://trendwatching.com/ • www.trendhunter.com • http://thefuturescompany.com/free-thinking/ • Insider tip (the sites researchers use and trust about Australia):

– David Dale’s blog for the Sydney Morning Herald http://www.smh.com.au/opinion/blog/the-tribal-mind

– http://www.rebeccahuntley.com/bio.htm (you may have seen Rebecca on The Gruen Transfer and Q&A)

Quirky or interesting sources

• For a general country profile you cannot beat the CIA World Fact Book. I use it all the time as a general start point – https://www.cia.gov/library/publications/the-world-factbook/

• Financial information try using the search terms (e.g. Consumer confidence in China) or go to – http://www.tradingeconomics.com/– www.economist.com – Try the national banks

This list is not exhaustive

If you find other great examples, don’t forget to share them on the forum http://www.mytravelresearch.com/forum/ or by emailing us (carolyn@mytravelresearch.com or bronwyn@mytravelresearch.com ).

The more we build the resource, the more we all benefit. And we will acknowledge your contribution of course!

And finally...

A couple of quick points

• Not an approach for everyone – that’s why we do what we do!• But it is a start• Trend for NTO’s to start concealing – but the key is to make sure your industry has

it, even if others do as well

Please note that the data contained in this report has been prepared for the specific purpose of the PATA Colloquium .

It may not be suitable for other applications. The use of this data for any other purpose should be discussed with the lead authors. MyTravelResearch.com Pty Ltd accepts no responsibility for unauthorised use of this data by a third party.