CONNECTORS - CASE STUDY 2 - Tourism Queensland

CONNECTORS - CASE STUDY 2
Understanding Connectors from a tourism operator’s perspective
Connectors see holidays as a way to connect with
the people they care most about. They often
compromise their own preferences to make sure
everyone has a good time. Connectors are
friendly, down-to-earth and easy going. They are
social and relish sharing time with loved ones – it
is the sense of togetherness that they enjoy most.
Jack and Peg Hodges
Jack and Peg grew up in the Outback. They can’t understand
why anyone would want to live in the big smoke. For them,
life’s all about the simple things – getting out in the bush,
under the stars around the warm light of a camp fire and
tucking into beef stew, and hot damper, dripping with melting
butter and jam.
Their business, Big Country Tours, has been operating guided
day and overnight tours of the Outback for more than 21 years
and recently, sons Jess and Charlie joined the company.
“We get a lot of groups through – family groups and friends
who are either on a self-drive holiday, doing a caravan or
motor home grand tour or they get here by train.
“It’s their chance to have a good time together, doing
something completely different, without all the distractions of
the daily grind.
On holidays, Connectors like to leave the cares
of the world behind. Their day-to-day lives are
quite busy, they like to be supportive and often
balance a number of commitments on top of
their everyday responsibilities (e.g. work, study
or home responsibilities). Their main desire is to
reconnect and bond with their family or friends
and connect to everyday things. They tend to
drive to the destination and consider the
journey a large part of the experience.
“Our tours are set up for people who want to experience
something new and different with their partners, family or
friends,” Jack says.
“They’re city folks looking for a real bush adventure as the
basis for a holiday that will give them opportunities to do that.
“It’s a patriotic thing too. It stirs up all those feelings about
what it is to be an Aussie, to belong. Being out here in the red
dust amongst the gidgee burrs and gum trees.
Connectors – Case Study 2

“We’ve built the business to accommodate for most needs but
particularly for the Connector market who like to get into
nature but through convenient means.
“We also do two to five day tours with a few different flexible
itineraries.
“For instance, and I’m only generalising mind you, the younger
families, they tend to go for the cattle and sheep station stay
overs because there is lots to do, while the older groups like
the camping, and the river cruise and fishing tours.
“Though we don’t need much of an excuse to get together in
the bush, there’s always some event or festival happening to
draw a crowd.
“Over the years we’ve built up some really solid bonds with
people in the region who we know are good operators and are
good for our business.
Visitors are seeking their desired holiday
experience, not just specific products and
services. Working with other tourism operators
can help to provide visitors with a more
seamless experience as well as reduce
marketing costs and increase the profile of
your tourism business.
“Tommy and Gracie out there at Morgan Downs, one of our
original sheep stations in the region, are salt of the earth
people. They really go out of their way to welcome guests and
show them a good time.
“That property’s been in Tommy’s family since the year dot
and the homestead’s still in great nick. They’ve done a lot to
keep it in the old style - preserve the history. It’s fascinating
stuff.
“We break our five day Mulga Camp and Muster tour with a
two night stop at Morgan’s.
“People love to hear the stories, have a sing along around the
pianola, oil the old stock whips, and stoke the wood fire oven
that still takes pride of place in the kitchen.
rouseabout jobs that the foreman’s happy to give away!
“After that we take them up to Blind Man’s Gap where they can
camp and fish and take an easy hike up to the lookout… it’s a
ripper view from up there.
“When people get out here they really want to feel part of
being in an outback town. Yeah, of course they want things to
be reliable and comfortable too.
“For the three day tour, we start off here in town. They stay
overnight at either the Willow Creek Motel or at Swagman’s
Rest, and we kick off with the town’s heritage trail, which
stops at all the main attractions and museums as well as all
those little gems that generally no-one knows about.
“After that we then head out north west on our way to
Carlingford’s Ridge. Along the trail we visit historical sites –
fishing holes, relics, sites of significance like the Naming Tree
and Rustlers Rest, visit the attractions like the Shearer’s Shed
and Hydroelectric station, stopping for an overnight stay at Ma
Jacob’s, an old stock and station agency and coach stop for
Cobb & Co that’s been refurbished into a guest house. They
put on a great feed.
“We only camp for one night at Carlingford’s Ridge but it’s a
chance for the group to do some fishing and fossicking.
“Everyone loves the camp fire and, not wanting to be boastful,
they all love my old yarns too.
“We all tell stories – they have their own too you know. And
then we lie back and look at the stars. Then, we try to lie
really still and listen for the sounds of the night life in the
undergrowth.
Connectors are interested in sharing real
experiences. They like to visit natural
attractions, water holes or water falls, explore
the countryside and enjoy casual dining. They
tend to stay in standard accommodation that is
clean and comfortable.
“And during the day, guests have the honour of doing all those
Connectors – Case Study 2

“Our marketing is pretty straightforward, like us. We work in
with our Regional Tourism Organisation, Tourism and Events
Queensland and Visitor Information Centres to promote the
destination as a whole and our business.
“They seem to come up with good ideas and campaigns and
we’ve found it pays to be in on the action.
“Over the last five years, they’ve helped us to get two TV
travel shows, and they certainly helped to put us on the map.
We always advertise in the regional guide as well as
sponsoring some of the events and festivals that happen
through the year.
“Most of our visitors tend to live in Queensland.
“Where possible we swing in with our package partners to do
some of the consumer travel expos and trade missions, and
get into any co-operative brochures or promotions some of the
bigger product might be putting together.
“We have a fairly extensive website. We really push our
testimonials because they are the best way to influence people
who are a long way from us and who like to know that our
reputation is good and solid.
“Some think the Outback is big and empty and they worry
about safety and getting to a hospital if they have an accident
– that kind of thing.
“We reassure them up front they won’t get stuck out in the
middle of nowhere. That we’re in contact with town the entire
time, they’ll have all creature comforts, and they have nothing
to fear except missing out on a great time.
“There’s maps, and details of all the equipment we carry,
where we stop, what’s there, how far we are from the nearest
help, petrol, water, hospital.
“Basically, we give them the entire run down of everything
that’s going to happen and is likely to happen and that puts
them at ease. We find that this is important to them.
Connectors tend to use the internet for highly
functional reasons, searching for information
on activities, trips and holidays, and health
rather than as a form of entertainment. They
like to listen to the radio, relax with the paper
on the weekend and are likely to be aware of
advertising in their shopping environments.
“With the two boys coming into the business, it’s freed us up a
lot and I’m thinking of developing the business to include a
couple of other products.
“Skipper, who runs the river cruise we package with, is
planning on retiring soon and I’ve been talking to him about
taking that on.
“It’s a good sized vessel - takes about 60 passengers – it’s in
good nick and already has a name for itself.
“Jess also came across a property not far from town that’s up
for sale. Apparently, the place has natural artesian springs on
it and some guest housing.
“Either of these would be good for growing our business. They
both offer the chance for our Connector segment to relax and
spend time having fun together.”
Hypothetical Business
Business: Outback Tours
Location: Large Outback centre with easy access to towns,
built and natural attractions
Core business: Guided day and overnight soft adventure tours
Set up: Base operations in Outback centre, business includes
transport, caravan and camping facilities
Product Extension
••
QR train travel
••
Major Outback tourist attractions
••
Major festivals and events
••
Station stays
••
Hotel and Motels
Product Development
••
River Cruise
••
Artesian Spa
Connectors – Case Study 2