JOINT TOURISM NEW SOUTH WALES

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(No Transcript)
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JOINT TOURISM NEW SOUTH
WALESREGIONAL TOURISM ORGANISTION MEETING
21 MAY 2002
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Derek Shepherd

• Chief Executive Officer

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Discussion Points

• Perception and image of caravan parks in
  Australia
• General industry statistics
• Profile and awareness of the BIG 4 brand
• Key marketing strategies
• BIG 4 in New South Wales
• The Future

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Perception Image Of Caravan Parks In Australia

• Low image with non-caravanners
• Memories of family holidays in the 1960s and
  1970s
• Perception of all parks being highly residential
• Low awareness of franchise chains (BIG 4, Top
  Tourist, Family Parks)
• Low awareness of product offerings (e.g cabins
  campervans camping etc)

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General Industry Statistics

• Approx. 2,700 caravan parks in Australia
• With just under 290,000 sites
• Approx. 320,000 caravans in Australia
• Caravan Industry annual turnover approx. 1.5
  billion dollars

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General Industry Statistics

• In 2001 anticipated production of
• 14,000 Caravans
• 1,500 Motorhomes
• 1,500 Tent Trailers
• 1,500 Park Cabins
• This will put 45,000 new beds in tourism
• The Caravan Industry is the fastest growing
  tourism sector in Australia

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General Industry Statistics

• Over 80 of CIA members 55 years
• Retail spending by seniors predicted to grow by
  41 over the next 10 years will account for 43
  of the total growth in retail spending
• Seniors (60) are the highest consumers of
  Australian domestic travel

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General Industry Statistics

• 75 of people 55 travelled within Australia last
  year
• 80 of people 55 want to travel now or in the
  future
• Today there are 2.3 million Australians 65
• With baby boomers turning 55 years old the
  transfer of wealth and disposable income to the
  55 market is huge

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Profile Awareness of the BIG 4 Holiday Parks Brand

• 165 parks - Nationwide
• Low profile awareness with non-caravanners
• Need to target families retired market segments
  with cabin products
• Brand management principles need to be adopted by
  parks
• High levels of customer service quality product
  nationally

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Key Marketing Strategies

• Accommodation Guides
• Club Cards
• Cabin Pass (Domestic International)
• Book Aheads
• Web Site
• Caravan Camping Shows
• Britz/Maui
• STOs/NTO
• Caravan Industry of Australia (CIA)
• See Australia

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BIG 4 in New South Wales

• 25.45 of Total
• VIC - 36
• QLD - 33
• SA - 15
• WA - 20
• TAS - 13
• NT - 6

• 42 Parks in NSW
• Destination
• Transit
• City
• Country
• Outback

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The Future