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Tom GriffithsFounder of gapyear.com
The Post GFC Budget Traveller
“How does ‘AUSTRALIA’ fit into the travel plans of the Post GFC Budget Traveller”
Identifying the problemsFinding solutions
PROBLEM 1: They didn’t turn up!
2010
2. The assumption that they always come!
2011-12?
3. Will they always come? Is the dream over?
WHAT IS GOING
WRONG?
the GFC?
the product?
the supply?
Backpacker Supply Conditions (UK: 09-10)
Last inFirst out….
Last inFirst out….
And for those in jobs?
Ambulance chasing?
Potential backpacker supply conditions were relatively strong
Supply changes 10-11?News from Europe….
Ambulance chasing?
Potential backpacker supply conditions still relatively strong
Supply affecting factorsFinancial news…
The FACTS…
Hundreds of thousands of
British [& Irish / European] 18-35
year olds will not be in *Education,
Employment or Training
in 2011-2013
*NEET
Triggers for travelTriggers for travel
• No job• No prospects• No money• Bored• Helpless• Drifting• Need to do something positive• Need to impress friends & family
[or “not to disappoint”]
• No job• No prospects• No money• Bored• Helpless• Drifting• Need to do something positive• Need to impress friends & family
[or “not to disappoint”]
Wants & NeedsWants & Needs
Want• A fun, positive, cash neutral travel experience
Need• To stay away as long as possible• A safety net / belief that all will be ok….
Want• A fun, positive, cash neutral travel experience
Need• To stay away as long as possible• A safety net / belief that all will be ok….
the supply?
the product?
Strengths
* Most ‘dreamed of’ destination
Weaknesses[Or Threat?]
“East Coast Australia
was fun, but it is very
overrated and very
expensive”
“I had intended to stay 12 months but I
found that beach by day, goon drinking by
night was getting a bit tedious. Was never
a big beach fan nor into surfing so
maybe I was stupid in going to Aus in
the first place.
The drinking in the hostels was fun but
there's only so much goon you can drink
while talking about "where you from? where
you been? where you going?"
“This post isn't intended to be negative or put people off thinking about going to
Aus to work and live but instead a realistic outlook of what it's like for the majority
of backpackers in Australia.
The 'Australian Dream' is one of going to Aus with little money, travelling,
finding work along the way when needed, saving some cash and then going
off travelling again.
It's a common misconception that work is easy to find in Aus and that wages are
high, allowing you to save. The reality is that work for backpackers is scarce, if you
do find work it'll be minimum wage and more than likely you'll be working in a bar
or on a farm”
IS THE ‘AUSTRALIAN DREAM’ DEAD?
There seems to be a
problem here….
Is the expectation of the Australian Dream outweighing
the delivery?
Cost comparison
What does £1,000 buy you?What does £1,000 buy you?
Bed nights Travel time
Australia 50-75 1 month
USA 60-80 1 month
New Zealand100 2 months
Thailand 250 3 months
Vietnam 300 3-4 months
Laos 400+ 5 months +
[Africa various] 400+ 5 months +
Bed nights Travel time
Australia 50-75 1 month
USA 60-80 1 month
New Zealand100 2 months
Thailand 250 3 months
Vietnam 300 3-4 months
Laos 400+ 5 months +
[Africa various] 400+ 5 months +
Job situation
“…its damn hard work, and i'm not living in the most exciting place ever. But its gruelling living hand to mouth and not ever being able to do fun stuff. Its hard to find work in the city and when you find it, it might only be part time or you have to put up with long hours and crap wages”
What are your customers demanding?What are your customers demanding?
• Jobs• An ability to live and work in Australia for as
long as possible• A great Australian experience• The ability to live the ‘Australian Dream’
• Jobs• An ability to live and work in Australia for as
long as possible• A great Australian experience• The ability to live the ‘Australian Dream’
THEIR TRAVEL TRIGGERS:
Can i find a job, live comfortably, have fun,
save for future travel and stay out longer?
current & future backpackers
Our customers | 24/7/365 ‘live’ & 100% in controlOur customers | 24/7/365 ‘live’ & 100% in control
Pub
Bath
Bed
Home
School / University
Work
Australia
Greenland
Restaurant
Beach
Church
Airport
Jungle
Nightclub
Library
A roaming “BUBBLE”A roaming “BUBBLE”
Pub
Bath
Bed
Home
School / University
Work
Australia
Greenland
Restaurant
Beach
Church
Airport
Jungle
Nightclub
LibraryIt’s always on
AND… It’s always ‘on me’
… a roaming content consumer/provider… a roaming content consumer/provider
Photos
Myspace
Reviews
Bebo
YouTube
TripAdvisor
Blogger
Board posts
Tagging
WAYN
Video
Blogs
Tweets
LibraryUnlimited bandwidth
Virtual storageImmediate upload
“The World of a Billion Bubbles”
YES
Pacific Islands& North America
South East Asia
New Zealand
Pacific Islands& North America
South East Asia
New Zealand
How does Australia fit in to our Post GFC traveller’s plans?
I question your product.
I think it has changed
“Live the Dream…
do it all”
expensive
boozy piss up
…but great for a piss
up!
Whose fault is this?
In part…But also issues closer to home
“The East Coast of
Australia is becoming
the new Ibiza”
SOLUTIONS?
SO…
WHAT IS PRODUCT
‘AUSTRALIA’?
HOW DOES THIS FIT
WITH POST GFC
BACKPACKERS?
SOLUTION…Dispersal strategy?
• Jobs• Volunteer work• ?????
Money into tours and location, not breweries
WORKING TOGETHER
Australasian strategy?
Join with NZ ?
Oz Rafting + NZ rafting….
Backpacker capital of the world + Adventure capital of the world…
WORKING TOGETHER
WHAT IS THE
MESSAGE?
?HOW IS THE MESSAGE
GOING TO GET OUT?
?
ACTION: Improve dialogue between Australia and source markets
ACTION: Improve dialogue between Australia and source markets
?Singular Media StrategySingular Media Strategy
Agreeing the productGetting the message out
25,000 jobs
IN SYDNEY ALONE!!
25,000 jobs in Sydney
"Australia, New Zealand, Canada, the US, South Africa and Japan have working holiday visas or J1 visas you may be eligible for. Of these, Australia is currently short of workers, with tens of thousands of jobs available in Sydney this month alone," says Tom Griffiths, the founder of Gapyear.com.
"Australia, New Zealand, Canada, the US, South Africa and Japan have working holiday visas or J1 visas you may be eligible for. Of these, Australia is currently short of workers, with tens of thousands of jobs available in Sydney this month alone," says Tom Griffiths, the founder of Gapyear.com.
Then leave it up to the communities / social
networks to do the rest….
heyy guyss, so is it really easy to find work then? me and my friend are planning coming over in April 2011
Global backpacker
Strategy & message
- Created by you
- Spread by us all
ProblemsProblems
• Your East Coast product is letting you down• Mixed messages about jobs• Mixed messages about the ability to live and
work in Australia
• Your East Coast product is letting you down• Mixed messages about jobs• Mixed messages about the ability to live and
work in Australia
Solutions?Solutions?
• Understand what the Australia Product is• Get the positive messages out…• As one, singular, global strategy
• STO focused [linked to jobs?] inbound strategy• Maybe even work with NZ?• One message, one voice
• Understand what the Australia Product is• Get the positive messages out…• As one, singular, global strategy
• STO focused [linked to jobs?] inbound strategy• Maybe even work with NZ?• One message, one voice
25,000 jobs in Sydney.
Very few jobs in the UK
“It’s like having a party and not sending out any invites!”
“It’s like having a party and not sending out any invites!”
Australia is about “Living the Dream”
“Living the dream”
Food for thought…
Thank you!