qdts-camping-options-toolkit

Meeting the needs of diverse consumers
Grey nomads
As per the Queensland drive tourism strategy 2013–2015,
grey nomads are defined as retired or semi-retired, over
55 and travelling for leisure, grey nomads are significant
contributors to rural and regional economies. They spend
similar amounts of money per day as do younger visitors,
but spend a greater number of nights per year driving and
staying within regions, often in areas not frequented by
other visitors. In addition, they often travel in off-peak
periods, reducing demand at peak times.
A 2010 survey found grey nomads spend an average of
163 days per year on the road. They usually spend 3 days
at each stopover, and nearly 88% of participants indicated
they had travelled (or intended to travel) to rural and
remote parts of Australia. The ABS predicts that by 2050
the number of Australians aged 55 years and over will more
than double and there will be a proportionate increase in
demand for tourism product. This presents a tremendous
opportunity for Queensland.
Youth market
According to Tourism Australia, the youth segment is made
up of people aged 18–30 years, commonly referred to as
generation Y. Just like a number of other market segments,
the active explorers in this segment look to develop
confidence and life skills through travel and the sense
of achievement this brings.
Queensland’s islands, beaches, laidback lifestyle and
nature-based adventures attract backpackers and young
travellers from all over the world. Many backpacker and
youth tourists combine their visit to Queensland with work
or study. In 2011, about 636 000 international travellers
aged 15–29 years visited Queensland, making it the
second most popular Australian destination for this
group after New South Wales.
Social contributions of grey nomads
In the summer of 2012–13, after fire and floods
devastated the properties of many farmers along
Australia’s east coast, 75% of BlazeAid volunteers
who assisted farmers in the rebuilding of fences were
recorded as grey nomads. It was estimated that grey
nomads contributed 29 670 volunteer days, working
across 810 properties and assisting in the clearing and
rebuilding of 1350 kilometres of fencing.
The Barcaldine Regional Council Grey Nomad Volunteer
Program aims to tap into the large pool of retirees
who visit the region each year, creating mutually
beneficial relationships with the grey nomad
community, whose skills and expertise assist in the
completion of community projects. Past projects have
included the painting of public facilities, the clearing of
the Barcaldine Botanic Walk and a raised garden project
at the Barcaldine Hospital.
Over the coming decade, the Australian travel industry
will be dominated by generation Y (children of the baby
boomers), who will move from their 20s into their 30s
and will be looking for quality affordable travel options.
Bernard Salt, KPMG
July 2013
Families
Research by KPMG indicates that while the 55+ segment
will continue to grow, for commercial camping providers
the key market will be families. The fastest growing
segment of the Queensland population is aged 0–19 years
and this segment is predicted to grow by 46% from
2012 to 2050.
Families are looking for the most cost-effective travel and
accommodation options and Queensland offers a wealth
of camping choices to cater for this market.
21