DISCOVER NEW ENGLAND SUMMIT 2018 - AUSTRALIA & NEW ZEALAND IN MARKET UPDATE

AUSTRALIA & NEW ZEALAND IN MARKET UPDATE
            DISCOVER NEW ENGLAND SUMMIT 2018
CANUCKIWI

NEW ENGLAND RESULTS
MARKET OVERVIEW

Visitation to USA: Currently
                                               72,000 travellers
                                                                                   Millions
there are over 1.64 million                                                                  202 MILLION
visitors from Australia & NZ                                                                 DOLLAR SPEND
that travel to the USA. This
has doubled over the course
of the last 10 years. USA ranks
3rd in overseas destinations
for Australian travellers and is                        use hotels for                     travel to New
                                             72%                                45%        England as their main
currently placed number one for                         accommodation
the most popular destination                                                               destination
for planning an overseas trip.

We Spend & We Stay Longer:
Globally we are 8th in all                   78%       leisure travellers                   states visited
international key markets for
                                                                                 3.7
spend in the USA. This is due
to the fact that the average
length of stay is 22.3 nights in
the USA, they will book their trip
on average at least 113 days in              10+ nights spent averagely in New England
advance of travel and visit at
least 2.1 states in a region when
travelling to a particular USA
destination. 73% of Australian
                                                                                                             +
visitation is return customers to
the USA.

Spend & Stay in New England:                                                           AIR ACCESS
Visitor’s from Australia have
increased their spending from
2013 to 2016 by 42%. Although         Airline capacity into the USA from Australia & New Zealand has
ranked #8 in visitor’s numbers        continued to grow with 8 airlines flying into the USA. Virgin,
globally to New England,              American, United, Air New Zealand, Delta Airlines, Jetstar, Qantas
Aussies are ranked #3 in              & Hawaiian Airlines combined offer multiple direct services into
average spend per visitor based       Los Angeles, San Francisco, Houston & Chicago from Sydney,
on combination of nights in           Melbourne, Brisbane & Auckland.
New England & per night spend.
Australians will stay an average
of 10 nights in New England                     NEW FLIGHT SERVICES IN PAST 3 YRS
with 72% of these travellers
staying in a hotel.

Visitation Trends to New
England: Currently their are
over 72,000 visitors from
Australia to New England. 78%
of these visitors are leisure
travellers. Over the past year
visitors coming to visit historical
places & small towns has
gone up from 46% to 66% as
destination awareness grows.

                                                       JUST LAUNCHED: AIR NEW ZEALAND DIRECT
                                                       FLIGHT TO CHICAGO COMMENCING NOV 2018

KE Y MAR KE T
                                                             ACTIV ITE S

DISCOVER NEW ENGLAND SALES MISSION

(October 2017) More than 250 connections
with key market points of contact including
tour operator product managers & owners,
media, airline representatives and top line
USA sellers were made across the 3 city sales
mission including 3 culinary themed media
events with our New England delegation.

                                                  TOUR OPERATOR CAMPAIGN PROGRAM RFP
                                                            AND INITIATION

                                                  DNE engaged in an RFP process for key travel
                                                  partners to submit proposals for cooperative
                                                  marketing programs. Programs were
                                                  implemented with Australia Pacific Tours,
                                                  Venture Far & House of Travel following the
                                                  vetting process and state partner decisions.

     VISIT USA BRAND USA AND IMM

(Feb. 2018) DNE was a platinum sponsor at
the Visit USA show series which included
retail travel agent training and trade shows in
Brisbane, Melbourne & Sydney. In addition to
the trade sessions the week was also supported
with 37 B2B sessions with Australia’s top tour
operators and 22 independent media meetings
at Sydney’s International Media Marketplace.

                                                  MEDIA VISITS & EARNED MEDIA COVERAGE

                                                  Since July 1st we have pitched and received 45
                                                  articles or stories in top market publications
                                                  with an earned media value of $148 650 USD
                                                  and impression reach of 24.2 million Aussie’s
                                                  and Kiwi’s.

OUTLOOK/ TRENDS

1. Sources for Planning & Booking USA Travel: Australian & NZ consumers continue to
be more traditional in their approach to booking the USA with Travel Agencies (42%) and
Online Travel Agencies (38%) being the key sources for both planning and booking. Of
these travel agent groups Flight Centre owns 35% of the market share while Helloworld 30%
of USA outbound travel. The largest OTA’s in Australia are Webjet, Booking.com & Expedia.

2. Forecast Growth: Expectations from the market are continued growth to the USA
between now and 2021 between 3 and 5% in each independent year. (Source: Brand USA)
Total estimated visitation by 2021 will be an additional 402 000 travellers per year.

3. Accrued Holiday Time & Length of Stay: Australian and NZ travellers continue to have
some of the most accrued holiday time in the world. An introductory worker receives 4
weeks of paid vacation time. They are resilient travellers and with air travel price points
continuing to decrease the propensity for multi USA trips in a calendar year has risen. 69%
of all Australians will plan on taking a trip in the next 12 months. Latest surveys show that
32% of Australian travellers are planning a 14 to 20 night trip and 32% are planning at 21+
night trip, this is a total of 64% of Australian travellers planning at 14+ days vacation.

4. Economic Overview: Overall there is confidence within the Australian economy with
a stable GDP of 2.8% and one of the lowest unemployment rates of all time of 5.4%. Low
wage growth has been a concern, however this is a topic of conversation at the moment.
The exchange rate has been less erratic over 2016/2017 which has given more confidence
for the consumer traveller.

5. Traveller Type for New England: Aussies & Kiwi’s are very active and experiential
travellers. They don’t want to stop for a photo, they want to explore, discover, touch, climb
and hike what they see. They don’t want to tick the boxes on the travel list, they want to step
out of the box and create an unexpected list. This is why New England is such a great place
for Aussies & Kiwi’s, it has such a diverse range of experiences, all 5 states offer unique
opportunities, it is not a ‘stop and flop’ destination, you can explore beyond gateways hit
the road to find the unexpected.

                        SOURCES FOR PLANNING USA HOLIDAYS

         YOUR AUSTRALIA & NEW ZEALAND IN-MARKET CONTACTS

                  Corey Marshall                                Karen McCardle
                  corey@canuckiwi.com                           karen@canuckiwi.com

    info@canuckiwi.com        |      +64 9 280 4579        |       www.canuckiwi.com