A Strategic Approach to the Caravan and Camping Industry 2012

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A great deal of investigation into segmentation has been undertaken by TNS TM Social Research for Tourism WA and Tourism Research Australia (2007) and published in their report Understanding the Caravan Park Industry in Western Australia. It concluded that there were two separate characteristics of visitors staying in caravan parks, driven by the primary reasons they were staying there, their findings are provided below: Travellers: who were staying in the caravan park for accommodation on a road trip: Grey nomads – older age group (55+yrs) on an extended trip, often including travel to other states in Australia International travellers – overseas visitors typically staying in caravan park accommodation to afford a longer holiday Freedom seekers – typically younger interstate travellers, or older travellers staying for a shorter period of time Holidaymakers: where the caravan park is the destination of their holiday: Travel patterns Families – family holidays with children Winter drifters – older age group (55+yrs) intrastate visitors taking an extended holiday within Western Australia Intrastate holidaymakers – intrastate visitors who are typically younger, travelling intrastate on their trip, or having a short getaway Just over half (56%) of the total sample were Travellers and the remainder were Holidaymakers (44%). Two fifths (40%) of visitors staying in caravan parks were classified as Grey Nomads, one tenth (13%) were Freedom Seekers and a small proportion (3%) were International Travellers. A quarter (26%) of visitors started their trip in Perth and a further 19% began elsewhere in Western Australia. Two fifths (43%) of visitors had only visited and/or intended to visit Western Australia. This suggests that caravan parks provide accommodation predominately to a mix of Intrastate and Interstate visitors (only 3% of visitors were International Travellers). Visitors were asked to sketch their travel patterns within Western Australia. For visitors visiting other states in Australia, the main entry and exit points were Kununurra / North West Australia (50% entry; 20% exit) and Eucla / South West Australia (42% entry / 58% exit). The primary direction of travel was anti-clockwise for the majority (68%) of visitors travelling interstate– i.e. entering in the North of Western Australia and exiting in the South West. Grey Nomads and Freedom Seekers were more likely to have travelled extensively within Western Australia, the majority having visited most tourism regions in Western Australia. Grey Nomads were more likely to have visited the North West region than were Freedom Seekers. Holidaymakers generally travelled to fewer regions in Western Australia than Travellers. Families predominantly visited Perth and the South West region, and Winter Drifters were most likely to visit the Coral Coast region. Grey Nomads stayed on average 104 nights in Western Australia on their trip, similar to Winter Drifters – the extended holiday is possible in their retirement compared to the other segments. Freedom Seekers were typically away for around two months (54 days), Families holidayed for 3 weeks (25 days) on average, and Intrastate Holidaymakers’ getaway usually lasted 2 weeks (15 days). Despite the variations in trip length, on average 7 nights were spent at a caravan park in one location. 79 The Holidaymaker segments consisted of one fifth Intrastate Holidaymakers (21%) and one tenth Families (13%) and Winter Drifters (10%). 79 Tourism WA and Tourism Research Australia (2007). Understanding the Caravan Park Industry in Western Australia, Tourism WA, Perth A Strategic Approach to Caravan and Camping Tourism in Western Australia Page 61
Combining the research findings of the two aforementioned reports, the following table seeks to present market trends by market segment. Segment Demographic Prefer Grey Nomads and Winter Drifters International Travellers Freedom Seekers (Travellers) Family and Intra State Holiday makers Domestic Caravan Park Residents All (Western Australia) Retired (single or couple), 55+ on an extended trip Single/Couple Family with children at home - Backpackers and low budget experience seekers Younger interstate travellers, or older short stay travellers Semi retired (single or couple) Family with children at home and younger couples Workers (regional) Semi retired (single or couple) Retired (single or couple) Working age Single/Couple Family with children at home Related group (family & friends) Semi retired (single or couple) Retired (single or couple) Caravan Parks and Low cost with basic facilities/ social opportunities Caravan Parks and Free or low cost Stop off appeal as part of a multi destination trip, quality facilities Caravan Parks and Nature Based camping. Looking for destination appeal and opportunities to visit attractions and interact with natural environment. Low cost residential alternative Low cost residential alternative Low cost with basic facilities/ social opportunities Destination appeal, quality facilities Destination appeal and opportunities to interact with natural environment. Free or low cost Equipment (typical) Caravans, Big Rigs and Self Contained Long Stay/ Short Stay Medium to long stay Rented Short stay - motorhomes peak and season campervans Caravan, Camper Trailer or Tent Cabins, Camper Trailer or Tent Short stay - peak season Short stay - peak season Caravan and Demand Long Stay solid annexe Caravan Motorhome Campervan Camper trailer Tent Emerging Market Trends Split segment with slightly more than 50% of this demographic preferring to stay consistently at full facility caravan parks for social activity and passive recreational pursuits. The balance of this ANW segment are more easily satisfied in terms of overnight location and ACC are driven by minimising accommodation costs. The latter group AGO often have the greater investment in recreational vehicles and are ASW the most vocal in their desire to be able to free camp. Opportunity for Tourism WA/Industry to provide incentives for segment to travel to key destinations outside peak season. Seek access to wilderness experiences and contact with like-minded travellers. Want full itineraries and interaction with locals. Growth market segment but even those committed through ownership of RVs compare costs of caravanning and camping to overseas holidays. Need value added incentives. Seek new experiences and interaction with appealing attractions. to increase due to population aging and rental housing costs (result of reduction in new housing starts) Using their growing voice to demand attention from legislators, government agencies and industry. Will continue to push for more freedom of choice and access to public land for camping. Threats by caravan and camping consumer organisations to boycott “unfriendly” towns could affect local economies. Furthermore, they are likely to suspend holidays at home as a natural preference and take advantage of the strong currency exchange to travel to low cost overseas holiday destinations unless their needs, in terms of user experience and value, are met. Where they go (predominantly) ANW EP (Perth Rockingham Peel) ASW ANW ACC ASW EP ANW ACC ASW EP ANW ACC AGO EP (Perth Rockingham Peel) ASW ANW ACC AGO EP (Perth Rockingham Peel) ASW A Strategic Approach to Caravan and Camping Tourism in Western Australia Page 62
Page 1 and 2:
A Strategic Approach to Caravan and
Page 3 and 4:
CONTENTS DISCLAIMER AND CONFIDENTIA
Page 5 and 6:
Recommendation 4: Create Public-Pri
Page 7 and 8:
explores the impediments to, and op
Page 9 and 10:
CURRENT PROFILE OF THE CARAVAN PARK
Page 11 and 12: Western Australia According to the
Page 13 and 14: Visitor Statistics - Tourism Region
Page 15 and 16: "Hot Spots" - High Demand Areas Pea
Page 17 and 18: International visitor nights 32 Car
Page 19 and 20: Key Statistics for Identified Prior
Page 21 and 22: EXISTING CARAVANNING AND CAMPING IN
Page 23 and 24: Number of Powered Sites in Caravan
Page 25 and 26: Regional Profiles Regional Profile:
Page 27 and 28: Regional Profile: Australia’s Nor
Page 29 and 30: Regional Profile: Experience Perth
Page 31 and 32: Regional Profile: Australia’s Gol
Page 33 and 34: Issues Raised in Consumer Feedback
Page 35 and 36: Marketing Groups Of all Western Aus
Page 37 and 38: Australia’s North West Tourism Re
Page 39 and 40: SWOT ANALYSIS The following strengt
Page 41 and 42: KEY ISSUES, TRENDS AND IMPACTS Cons
Page 43 and 44: parks are the preferred permanent p
Page 45 and 46: kilometre exclusion zone from a lic
Page 47 and 48: Impacts on Sustainability The susta
Page 49 and 50: Regulatory and Other Issues A numbe
Page 51 and 52: Pet friendly locations. 56 Many car
Page 53 and 54: RV's with their own power supply (s
Page 55 and 56: 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: MARKET SEGMENTATION In their Consum
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 and 108: Inspire, Inform and Close the Sale
Page 109 and 110: Providing a search sub category on
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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A Strategic Approach to the Caravan and Camping Industry 2012

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