MARKET OVERVIEW

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Threats Credit crunch creating tough economic environment generally, and the planned austerity measures leave consumers unsure. The strong Australia dollar making an Australia holiday more expensive, less perceived value for money. Whilst consumer confidence is improving the general lack of consumer confidence for spending in general and in particular, the impact for holiday spending is significant. Consumers are waiting for a deal and there has been a trend towards last minute bookings to ensure they are getting the best possible price. Weaker consumer sentiment for travel in general – tourism competing with other discretionary purchases. Continued negative media coverage of the economic situation is impacting general consumer attitude. Tourism New South Wales recent launch of their new brand campaign in the UK and across Europe with a profile on Sydney. There has been a trend towards shorter breaks / short haul travel; although recent studies challenge this & indicate consumers may opt for one long haul rather than multiple short haul holidays. Competition for the UK Pound is fierce for domestic, European and long haul competitor destinations. Low cost airlines to Europe introducing very low fares, aggressive pricing for holidays to Asia and all inclusive long haul holidays. Continued consolidation of the travel distribution network and an emphasis on other long haul destinations that are perceived as less complex and labour intensive to sell and produce a higher margin (e.g. island destinations, cruise packages). Environmental sustainability issues impacting on travel planning, but to lesser extent due to the focus on the economic downturn. Risks that will require monitoring such as rising fuel prices longer term, the UK’s Government policy on aviation and aviation taxes and volcano’s closing airspace. Increase in Air Passenger Duty (additional £15 to £55 as of 1 Nov 2009 and additional £45 to £85 as of 1 Nov 2010 for economy passengers). Increased media proliferation and shifts in how the consumer can most effectively be reached. TA’s activity in a more tactical market reducing opportunity for STOs to leverage $ as effectively with major trade players. Consolidation of trade players also means reduced available marketing spend. 28 UK & Ireland 2010
<strong>MARKET</strong>ING OPPORTUNITIES UK/Europe New Product Workshop, February 2011 This workshop has proved a popular and over subscribed event. In its 4 th year the event will run with the objective of increasing awareness of Australia’s new product and continued development and strengthening of Australia’s key travel experiences and highlighting the diversity of Australia’s tourism experiences. The mission will facilitate business opportunities for participating delegates and provide a forum that is conducive to establishing new contacts and potential business. Applications have closed for 2011, however, this event is planned to be repeated annually. Corroboree Europe, Darwin, May 2011 This annual retail training and mega famil event will be hosted in Darwin 3-5 June 2011 (workshop dates) following Melbourne’s successful hosting of the event in May 2010. Corroboree includes a 3-day training workshop followed by a series of famils across Australia. This event allows participating Australian sellers to train over 300 Aussie Specialists from across Europe in one location during one event, including agents from the United Kingdom and Ireland. Tourism Victoria will host a total of 4 famils from Europe and South Africa post the 2011 workshops and will showcase Melbourne and regional Victoria product/regions. Australian Tourism Exchange (ATE), Sydney, April 2011 ATE remains the prime forum to showcase Victorian product. This is without doubt the key event and product should continue to be “seen” and contract with operators. Regional Sales Mission, September/October 2011 The Melbourne and Regional Victoria Sales Mission is planned to run again in September 2011. The formula is based on key market relevant regions attending which allows the opportunity to access and train a wider mix of retailers, ASPs, and key wholesalers regardless of their preferred individual product choice. It is anticipated that the 2011 mission will incorporate cities within the UK and Germany, but for 2011 will also include cities in countries not visited in 2010 e.g. The Netherlands, the Nordic Region, and Italy. A strong product manager meeting schedule will also be incorporated into this event. The Aussie Specialist Program www.specialist.australia.com The Aussie Specialist Program is a comprehensive online four module training program with a final exam, teaching the trade how to sell generic Australia, and developing their knowledge on all elements of the Australian product offering. There are three tiers. The first is the core Australia module, followed by individual modules for each of the states & territories. A quarterly email blast is distributed to both Aussie Specialists and Victoria Specialists. Suppliers can take advantage of this opportunity to update the specialists with product information and new 29 UK & Ireland 2010
Page 1 and 2: MARKET OVERVIEW United Kingdom & Ir
Page 3 and 4: ECONOMIC & FINANCIAL OVERVIEW UNITE
Page 5 and 6: Population Structure The UK and Ire
Page 7 and 8: Source: TNS UK Passenger Conversion
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Page 21 and 22: Nights ('000) Y/E June 1994 1995 19
Page 23 and 24: AIR ACCESS TO AUSTRALIA & VICTORIA
Page 25 and 26: Strengths MARKET S.W.O.
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Page 33 and 34: specialist Australia operators are
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