What Australia's new independent traveller did this Summer - Mapping domestic tourism patterns & behaviour in the era of COVID-19
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What Australia’s new independent traveller did this Summer Mapping domestic tourism patterns & behaviour in the era of COVID-19
Executive Summary Nick Baker, CEO Much like COVID-19 caused mass disruption of industries and fluctuations in browsing, buying behaviour and media consumption, so too did it change the travel app landscape. Phocuswire reported the majority of travel apps saw little to no growth in 2020. Notable exceptions were Airbnb, Uber and Disneyland who filled essential needs for landlocked travellers. As the pandemic continued, TripTech’s outdoor and independent travel planning app CamperMate saw consistent growth as the domestic traveller searched for new experiences, helping the app reach number one on the Google Play Store in Australia in January 2021. At TripTech we’ve been analysing the travel movements of the independent traveller through our network of apps since pre COVID-19. This enables us to provide a unique perspective on travel prior to, and throughout the course of the pandemic, including what the domestic audience is searching for, where they are going, and in-trip travel behaviours. The Summer Report highlights some real opportunities for local, regional and state tourism regions to promote travel to the domestic market this year and prepare to welcome overseas visitors when the gates finally do open.
Key takeaways Australians have stepped up and regions have benefitted A substantial increase in TripTech app usage by the domestic traveller reveals Australians’ desires to get out on the road. Is it strong enough to take us through 2021? That remains to be seen, but Australians have filled some of the gap left by international tourism. We’ve learned about their unique in-trip behaviour and trends in search, spend, points of interest and passenger movement as a result of the continued ‘new normal’ and mass travel uncertainty. Experiences remain a challenge Prompting travellers to explore new, out of the way experiences remains a challenge yet our greatest opportunity, and TripTech data shows an uptick in categories like Walks & Trails, Wineries & Breweries and regional towns across the country. The road trip is evolving The rise of the road trip is evident in the strength of the camping and caravanning sector, however the focus has shifted away from iconic road trip destinations to more dynamic, regional trips.
04 Introduction 06 The domestic traveller is building strength 11 Interactions with POIs (Points of Interest) 12 The evolution of the Australian road trip 16 Caravan Parks Case Study: Reflections Holiday Parks
Introduction 1
Much has been said about the Australian traveller and their ability to
sustain a struggling tourism industry. Landlocked by border closures, the
new independent traveller has been travelling closer to home, and hopes
have been pinned on their ability to fill the gap left by the international
traveller. TripTech data shows that the domestic market’s thirst for
planning, booking and exploring Australia has indeed aided in the recovery
of tourism, with a 43% increase in engagement over summer (Dec 2020 –
Jan 2021) compared to the previous year.
But what changes in domestic tourism have been born from the new
COVID-19 landscape to result in this shift, where exactly have domestic
travellers stepped up, and which regions have benefitted?
04
By geofencing each square kilometre of Australia through a unique grid
reference we are able to identify fluctuations in arrivals, visitation, behaviour
and passenger movement.
Our Australia TripTech Summer Report includes real-time data from our
specialised dashboards including traveller heat maps, points of interest,
regional statistics, search behaviour and more, to equip industries, brands
and agencies with strategies to navigate 2021 and beyond.
“ These exclusive insights reveal the
thoughts and actions of the domestic
traveller, where they visit, what they
engaged with in-trip and where they have
come from in a continued effort to give
industry timely insights to inform their
sales and marketing initiatives.
Grant Webster, CEO of THL (Tourism Holdings Ltd)
”
05
2
The domestic traveller is
building strength
As border closures became the norm, Australians proved they would
not be deterred in their quest to plan, search for and experience a much-
needed summer vacation.
From December 2019 to January 2020, international travellers accounted
for 37% of total users across the TripTech network of camping and road
trip apps. Surprisingly, unique users (international and domestic) were still
up 6.9% from December 2020 to January 2021 compared to the previous
year. This spike can be attributed to a 43% increase in domestic travellers
using TripTech’s apps during this period.
The strength of the domestic traveller has filled the gap left by international
visitors, however the international market purchased 70% more in-trip
during January 2020 than the domestic audience.
43% increase in
domestic travellers
06
State traffic by the numbers
Over the same summer time period, Queensland saw the lowest percentage
decrease (-1%) across total users (international and domestic) with domestic
activity rising by 36% year on year (YOY). Tasmania and the ACT saw the
largest decrease over that time period.
The biggest state performers* amongst domestic users were Western
Australia (52% YOY) and Northern Territory (43% YOY).
Domestic Devices Dec19/Jan20
Domestic Devices Dec20/Jan21
(Percentage against prior period)
+29%
+26%
+36%
+52%
+38%
+14%
+43% -2%
NT QLD SA TAS VIC WA NSW ACT
07
Interstate Travel
While total visitation (domestic and international) was up, there was a 63%
decrease in interstate travel over the same period.
Source market data for NSW, QLD and VIC showed an overall decrease of 33%
to 49%. The chart below includes a breakdown by state and the top two source
markets for each state.
Visitors from NSW Visitors from VIC
-33.70% -41.30%
Visitors from QLD Visitors from VIC
-31.70% -43.40%
Visitors from NSW Visitors from QLD
-41.70% -49.20%
Percentage of visitors to NSW, QLD and VIC
from summer 2019/20 to summer 2020/21
With source markets down overall, any increases in state activity cannot
be attributed to interstate travel.
08Regions and Councils hardest hit last summer
Many of Australia’s regional areas with iconic places of interest rely heavily on the
international traveller and as a result, the following areas have suffered greatly.
Regions
• Lasseter
• Murray East
• The Murray
• Wilderness West
• Murray East
• The Murray • Great Ocean Road
• Phillip Island
• Western Grampians
• Murray East
• The Murray
Councils
• Greater Hume Shire Council
• Corangamite Shire
• Colac Otway Shire
• Surf Coast Shire
• Moyne Shire
Councils found within the Great Southern Touring Route have seen the
greatest decrease of travellers over summer (Dec 2019 - Jan 2020) YOY.
09These Regions and Councils have fared well
The following areas saw positive signs of growth aided by the growing domestic
audience, hinting at a 2021 recovery for these less iconic destinations:
Regions
• Darling Downs
• Australia’s
North West
• Outback NSW
• New England North West
• Central NSW
Councils
• Walcha Council
• Broken Hill City Council
• Mid-Western Regional Council
• Walgett Shire Council
• Uia Whyalla
10Interactions with POIs
(Points of Interest)
3
A recent survey by KPMG reported that 61% of Australian respondents said they were
planning on booking a holiday between January and June 2021, further demonstrating
positive signs for independent travel in the months to come.
Domestic engagement showed the largest increases in the following search categories
Australia-wide:
Things to do
Road Warnings
Campgrounds
Accommodation
Wineries & Breweries (+381%) and Walks & Trails (+228%) saw the largest increase in
subcategory engagement within the Things to Do category overall.
Campgrounds and Things to Do were the most interacted categories in summer 20/21.
Other notable spikes in activities included fishing, culture and nature-based activities.
The Accommodation category saw a 152% increase in app engagement in summer 20/21
compared with the same time period the previous year.
The wariness of domestic travellers with respect to border closures is evident in search
category behaviour for Road Warnings which showed a 459% summer increase YOY.
114
The evolution of the
Australian road trip
Australia’s iconic, internationally recognised road trips have suffered
greatly with the decline in international visitors, but this has also spurred
domestic travellers to visit previously less-frequented locations.
The idea of epic road trip journeys has transformed into more regional, less
iconic, experience-driven getaways.
TripTech’s road trip heat maps and real-time data points to emerging
trends in road trips to Western Australia’s South West and the Limestone
Coast in South Australia.
12Adelaide to Darwin
Based on geofences placed along Australia’s iconic Darwin to Adelaide road
trips, TripTech data shows that 65% of recorded visitors moved through
three or more locations during the December 2020 to January 2021 period.
Along the road trip the most common journey over the summer break was
Adelaide City to Victor Harbor and return.
Adelaide
Victor Harbour
Traveller Dwell-Time
South Australia provided 50% of the source
market for the journey. Other large contributors
included Queensland and Victoria.
Western Australia, the third largest source
market for the road trip saw a 6% decrease
compared to the previous year (Dec 2019 - Jan
2020).
When reviewing time of day and its correlation
to road trip app usage, 50% of all traffic on the
trip was recorded between 10am and 5pm.
Traveller Density Clusters
13Great Southern Touring Route
Of the top performing regions, the Great Ocean Road took the biggest hit over the summer
20/21 period with a 52.4% decrease in engagement for the same period year on year.
The state picked up some of the gap with 85% of Victorians captured on the route in summer
20/21 versus 67% the year prior.
However, what was once the most popular destination along the Great Southern Touring
Route (GSTR), the Twelve Apostles dropped to seventh place with a 75% reduction in visitors.
Geelong took the number one spot along the GSTR from December 2020 to January 2021,
followed closely behind by Ballarat.
Summer 2019/20 to summer 2020/21
Heatmap of the 12 Apostles carpark summer 2019/20
Heatmap of the 12 Apostles carpark summer 2020/21
showing a 75% reduction of visitors
As one of Australia’s most internationally recognised icons, this steep decline in the Great
Ocean Road can be directly attributed to the large decline in the international market and
lack of interest as a travel destination for the domestic market over summer.
14Trending search terms
The top 10 search terms in the locations category pointed to increased interest in two key
regions: Western Australia’s South West & Great Southern Region, and South Australia’s
Limestone Coast. This could be an indication of the domestic traveller’s interest in new,
regional journeys. Travel time of at least five hours between major Points of Interest in these
regions also shows positive signs for the desire to travel for extended periods.
Mount Gambier - Robe - Beachport
Mount Gambier saw the highest increase in in-app searches with an increase of 666%
(summer 2019/20 YOY), followed closely behind by Beachport (445%) and Robe (423%).
When broken down by the prior destination travelled, there was an even split between visitors
travelling into the region from both Adelaide and Melbourne, with the majority of travellers
returning back to Adelaide.
While there was a rise in overall domestic visitation, there were less recorded days in the travel
period indicating shorter trips over summer (Dec 2020 - Jan 2021).
50% Outflow
Murraylands
Robe
Beachport
Mount
Gambier
50% Outflow
Great Ocean Road
Limestone Coast Traveller Movements
15Caravan Parks Case
5 Study: Reflections
Holiday Parks
The rise of the road trip and increase in domestic visitors during COVID-19 has aided in the
recovery of the caravan park sector in many parts of the country. According to the Caravan Industry
Association of Australia Accommodation Insights Report, national cabin occupancy rose by 17%
(January 21 YOY).
Stuart Lamont, CEO of Caravan Industry Association of Australia said, “the caravanning and camping
sector is playing a significant role in the recovery of tourism during an unprecedented time. The
industry’s resilience can be credited not only to its ability to provide a safe way to vacation, but as an
outlet for freedom, health and wellness during tough times.”
Despite an overall drop-off in international visitors during summer, TripTech data shows only a
12% decrease in general app engagement (viewing on the app) with Reflections Holidays Parks
between December 2020 to January 2021, compared to the prior year. This highlights rising domestic
engagement attributed to consistent in-app bookings for Reflections Holiday Parks compared to the
same period last year.
Furthermore, visitor numbers, engagement with points of interest and contact requests showed
strong results amongst the domestic market over the December 2020 to January 2021 timeframe:
POI views/taps: 49,000
“ Reflections
Calls: 400+
Website Clicks: 800+ has partnered with the
team at CamperMate for over the last
3 years and their platform has been
instrumental in contributing over
$861,000 in Revenue in FY20.
Michelle Griffin
Group Manager Corporate Services, Reflections Holiday Parks
”
The full report will be detailed in an upcoming Reflections Parks Case Study.
16Australians are in the fortunate position to experience the privilege of travel in
and around their own backyard and campaigns like Tourism Australia’s ‘Holiday
Here This Year’ reminds travellers what’s waiting for them to explore.
In 2021, TripTech is partnering with governments and operators to help
Australians fulfill their domestic travel bucket list by promoting and dispersing
experiences throughout the country. This, combined with the Australian traveller’s
ability to maintain a flexible work schedule and desire to help boost the tourism
economy, may help revive travel to the destinations suffering most.
This report forms part of our Industry Intelligence series which will be published
on an ongoing basis to provide additional opportunities for businesses to connect
with consumers and tailor marketing strategies to suit their needs.
To stay up to date on the latest reports from our Industry Intelligence Series,
follow us on LinkedIn.
17About the Audience
TripTech data is collected from multiple users across our network of branded travel apps.
Users fit within four traveller profile types: the young adventurer, active empty nester,
families and 4WD off roaders and travel for five main reasons:
• Seeking new experiences
• To connect with self
• Meet new friends
• Outdoor adventures
• See and do new things
Sample size data indicates 61% of users are aged 25 to 54 and 27% fit within the 55+
category with a 60/40 split between male and female users.
18How we can help you
navigate 2021
Gain more leads
Are you a tourism operator, park, attraction or accommodation offering? If you want to reach
travellers while they are in app ready to make purchase decisions, talk to us about how to add
your listing to the CamperMate app.
Click here or email Jenny Guala (Partnership Executive) at jenny@campermate.com.au
Access real-time passenger movement data
Do you need more insights to make business decisions or want to access changes in traveller
patterns and behaviour including our visitor economy dashboard?
Click here or email info@triptech.com
For media enquiries
Click here or email Michelle Hatch (PR & Comms Manager) at michelle@triptech.com
Data provided is an indication of travelers based on users of TripTech’s network of travel apps.
Data has been compared across the Dec 2019 - Jan 2020 and Dec 2020 - Jan 2021 timeframe.
* Top performing tourism regions experience the most in app engagement based off unique user ID
19About us
TripTech (a THL & Jayco, Inc. Company) is a travel technology company operating across
Australia and New Zealand. Our apps include CamperMate and custom branded travel
apps in multiple categories. These assets connect businesses to travellers to plan and
book in-trip and the data generated enables comprehensive, real-time dashboards
and reports on tourist movement. This powerful combination arms national and state
tourism offices, local and regional councils, government, media agencies and brands
with access to new audiences and real-time data on their travel patterns and behaviour.
www.triptech.com
The CamperMate app inspires Australians and New Zealanders to explore the magic of
the outdoors through curated experiences, timely deals and the best camping tips for
the independent traveller both young and old at heart.
www.campermate.com.au
TripTech and CamperMate are subsidiaries of THL & Jayco
20www.triptech.com
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