A Strategic Approach to the Caravan and Camping Industry 2012

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(including Main Roads, Shire Authorised and other authorised sites). As a result, user generated content such as that provided on the CMCA website and the ‘Camps 6‘ directory has become the definitive guides to where people camp, compounding issues of unauthorised camping. Pre-trip planning inevitably leads to greater satisfaction by matching consumers to experiences most in line with their particular inclinations. There are significant opportunities to improve the delivery of visitor information via new and emerging technologies more suited to the mobile nature of many of the caravan and camping visitors. ‘On the road’ information sources often differ to those used for pre-trip planning and this needs to be considered in the way information is disseminated. Google, Facebook Twitter and mobile Apps are increasing utilised by consumers using smartphones and mobile tablets. These technologies are perhaps more able to penetrate at the ‘point of purchase’ than traditional advertising. The freedom to research and book en-route and change plans to suit the weather, local conditions and satisfaction with locations visited is important to overland travellers who often change plans, timings and routes frequently after leaving home. Strategy A caravan and camping Marketing Strategy will investigate the unique needs of the caravan and camping visitor and consider this, whilst assessing the current marketing expertise and techniques being utilised by suppliers, DEC, industry groups and tourism organisations. The strategy will ascertain the gaps, which need to be addressed by Tourism WA, offering a state-wide approach to better meet consumer expectations. DEC is working with RAC on a program that will share online tourism data access each organisations’ booking systems and link other tourism initiative. This partnership could be an opportunity to take a collaborative approach to building a comprehensive online directory of all caravan and camping facilities across the state including; Dump points and public toilets Road network information (closures, upgrades, road conditions) Main Roads Rest Areas (noting which are day use and which permit overnight stays) Shire Authorised camping areas Commercial caravan parks and campgrounds Transit parks Safety information Destination information Activities and attractions Fuel availability Online booking capabilities via Open Booking Exchange Links to user forums (such as Trip Advisor) Integration with social media to provide Facebook updates and Twitter feeds on changes in road conditions, weather conditions, wildlife sightings (e.g. passing whales), blooming of wildflowers, special events, downloadable podcasts, special offers, maps, guides, and even perhaps moderated forums for travellers to communicate with one another. Marketing initiatives that may complement the promotion of this sector in Western Australia There are a range of other initiatives which could be explored as part of the marketing strategy, or given their fit with existing initiatives could be implemented simultaneously or in advance of the strategy and these are detailed in the marketing section of this document. Broadly speaking, these include: Increasing the number of caravan parks listed on ATDW by partly or fully subsidising listing fees (this could be done across the sector for low turnover tourism operations). Support the proposed development of an interface between ATAP and CRVA to allow accredited caravan parks to be directly listed on ATDW without an additional application process. Facilitating caravan parks to utilise social media through industry training and one on one digital coaching programs as provided by Tourism Council WA. Encouraging all providers of bookable caravan and camping infrastructure to provide online booking capability (also linked to their listing on westernaustralia.com) through an active communications campaign in conjunction with the Small Business Development Commission or similar. Listing all DEC Campgrounds (and provide integrated online booking functionality) on ATDW. Providing details of rest areas, dump points and other related caravan and camping facilities on ATDW (as is currently done for attractions). A Strategic Approach to Caravan and Camping Tourism in Western Australia Page 107
Providing a search sub category on westernaustralia.com for caravan and campgrounds. Promoting the experience of camping whilst engaging caravan and camping consumers through social media and other online channels Developing caravan and camping Mobile Applications Encouraging RTO’s to offer a very low cost ‘base membership’ providing little more than a directory listing on the RTO website. Positive Impacts The strategy could investigate what initiatives the state needs to drive in terms of access, availability, visibility, product development, customer service, amenities, appeal and marketability as well as also investigating opportunities to better target mobile visitors and inspire them to visit or stay longer. By making the trip planning process easier and more consumer focussed, Western Australia would attract increased visitation, whilst at the same time better targeting visitors leading to improved visitor satisfaction. Reward programs that offer incentives to mitigate cost of fuel and added accommodation costs due to greater distances will have a significant effect on overcoming these major issues. *Australia hits two million Facebook fans “Tourism Australia’s Facebook page has surpassed two million worldwide fans, making it both Australia’s largest Facebook page and the most popular tourism destination page on the planet. The milestone was reached after Project:12 - a short Tourism Australia film showcasing Sydney’s New Year’s Eve celebrations - attracted 85,000 new fans over three days. The Australia page has been growing rapidly since its launch in May 2008, winning 855,000 fans last year alone. Tourism Australia Managing Director Andrew McEvoy believes the two million milestone demonstrates both Australia's enduring international appeal and its successful social media strategy. “We engage very closely with our followers, listening and acting upon their feedback to deliver simple and effective content which inspires many fans to share with their own Facebook networks. It's a massive multiplier effect and this is what social media and advocacy is all about,” he said. “ Source: Tourism Australia’s E-Newsletter - Essentials, Jan 11, 2012 Fresh end motivating video content distributed via Facebook and YouTube such as RV Cooking Shows and other campaigns* (see Australia hits two million Facebook fans excerpt for an example) have proven immensely successful in engaging target markets and building long term relationships. A Strategic Approach to Caravan and Camping Tourism in Western Australia Page 108
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A Strategic Approach to Caravan and
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CONTENTS DISCLAIMER AND CONFIDENTIA
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Recommendation 4: Create Public-Pri
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explores the impediments to, and op
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CURRENT PROFILE OF THE CARAVAN PARK
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Western Australia According to the
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Visitor Statistics - Tourism Region
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"Hot Spots" - High Demand Areas Pea
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International visitor nights 32 Car
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Key Statistics for Identified Prior
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EXISTING CARAVANNING AND CAMPING IN
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Number of Powered Sites in Caravan
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Regional Profiles Regional Profile:
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Regional Profile: Australia’s Nor
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Regional Profile: Experience Perth
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Regional Profile: Australia’s Gol
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Issues Raised in Consumer Feedback
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Marketing Groups Of all Western Aus
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Australia’s North West Tourism Re
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SWOT ANALYSIS The following strengt
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KEY ISSUES, TRENDS AND IMPACTS Cons
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parks are the preferred permanent p
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kilometre exclusion zone from a lic
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Impacts on Sustainability The susta
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Regulatory and Other Issues A numbe
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Pet friendly locations. 56 Many car
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RV's with their own power supply (s
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Impacts from High Level Influences
Page 57 and 58: NATIONAL CONTEXT - BEST PRACTICE AP
Page 59 and 60: It states that “the best way of d
Page 61 and 62: MARKET SEGMENTATION In their Consum
Page 63 and 64: Combining the research findings of
Page 65 and 66: Caravan and camping Shows as per th
Page 67 and 68: ASW’s consumer website australias
Page 69 and 70: Family Parks They have a well prese
Page 71 and 72: PRIORITY AREAS FOR CARAVANNING AND
Page 73 and 74: Location New facilities proposed, i
Page 79 and 80: High Priorities Location New facili
Page 83 and 84: GAP ANALYSIS The Gap Analysis below
Page 85 and 86: RECOMMENDATIONS The concepts presen
Page 87 and 88: comply with the Caravan Parks and C
Page 89 and 90: Rally the Reserves Recommendation 2
Page 91 and 92: Location LGA Justification Recommen
Page 93 and 94: segments require different levels o
Page 95 and 96: Sustainable Serviceability Recommen
Page 97 and 98: Camp with the Custodians Recommenda
Page 99 and 100: to participate in the broader econo
Page 101 and 102: An Overflow Policy That Works Recom
Page 103 and 104: People Are Our Best Asset Recommend
Page 105 and 106: Stop Flying Blind Recommendation 9:
Page 107: Inspire, Inform and Close the Sale
Page 111 and 112: Australia' North West Australia’s
Page 113 and 114: Australia' North West Australia’s
Page 115 and 116: CONSULTATION AND ACKNOWLEDGEMENTS T
Page 117 and 118: REFERENCES ACC Tourism Development
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