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Self-Contained Travellers - 2004/2005 |
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Who are they and how will they benefit your local economy?
A new domestic tourism market has emerged over the past five years. This market is the Self-Contained Traveller, and as the Baby Boomers start to retire it is about to explode onto the Australian Tourism scene. These Travellers will soon exceed 100,000 vehicles on the road and are set to dominate the tourism activity in regional and rural Australia.
In the Past
During the 1970s and 1980s caravanners were hardy souls! Back then, a few adventurous retirees took up the challenge and set off to explore Australia, with a caravan hooked on the back of their trusty Kingswood. Of course in those days a caravan (or a campervan) was just a place to eat and sleep and shelter from the elements. Luxuries like electricity, water, showers, toilets and laundry facilities were only available at caravan parks and every town had at least one. So these travellers moved from caravan park to caravan park and occasionally, when forced to, stopped where there were no facilities available, roughing it for a night with a gas light and a shovel. Hasn't technology changed since those days!
Enter the 21st Century, and the Self-Contained Traveller!
The self-contained vehicle, whether towed or self-propelled, has its own toilet, shower, laundry, mobile phone, GPS, TV, air-conditioning, fridge, computer, solar panels, generator and water tanks. It can "disappear out bush" for up to a week, where the occupants live in air-conditioned luxury and the only impact on the environment is the tyre tracks left behind. When they get back, the only extra services they require are a dump point, a water tap, and of course, somewhere to stop!
The questions you need to ask and the answers you need to know!*
1. Who are these Self-Contained Travellers?
Self-Contained Travellers are aged between 55 and 70 years, are retired with either a pension, are either partly or fully self-funded and spend on average 157 days a year travelling Australia.
These Self-Contained Travellers are part of a subculture that follows the warm weather, revelling in the freedom their vehicles provide. They enjoy the solitude of the bush and the freedom to stop where and when the mood takes them!
They know all the best spots because travellers talk to fellow travellers, telling them where these spots are! They know the places to avoid for the same reasons. They know how to get the best value for their money and where they are made to feel welcome. They want to spend their money having a good time while enjoying the experience of life on the road!
There are usually two people in a vehicle (a couple), but single person vehicles are not uncommon because with this group, you're never alone!
They like animals, with 23% travelling with pets, and they love their lifestyle, with 82% of those currently travelling intending to keep travelling for up to 10 years or more.
They were previously business owners, senior managers, engineers, lawyers, accountants, public servants and just about everything else. They have the skills, the networks and the communications. They are very well organised.
2. What are their habits?
Dwell Time - They usually stay in one spot for two to four nights, depending on how welcome they feel, the attractiveness of the natural environment and the tourism facilities available. This is their dwell time, and they will stay longer if they are made to feel welcome and the infrastructure is supportive. If there are attractions in the surrounding region, they may even make this location their base and revisit it frequently.
The Replenishment Cycle - Most are likely to shop on the second or fourth day when they are stopped at a location, for staple items such as milk, bread and newspapers. On average they undertake a major shopping trip once a week. This means that when they stop "out bush" it is usually for between two to seven days.
They are a very social group and congregate at those locations they have identified as being desirable. This is where they make new friends, catch up with old friends, pass on information, and help each other with repairs and advice, or just party!
SURVEY RESULT
3. What Economic Benefits do they create?
Self-Contained Traveller's are consistent spenders, who purchase a range of household products and services. A town where Self-Contained Travellers spend is somewhere with at least one good-sized supermarket, a reasonable range of other shops and services, and facilities for vehicle parts and vehicle servicing.
When visiting towns, 97% make purchases and spend approximately $385.00 per vehicle.
When visiting towns, on average their main purchases include $120.00 on motoring needs including fuel, $95.00 on food and groceries, $53.00 on wining and dining and $38.00 on tourist facilities.
When visiting towns they also spend approximately $38.00 between the hardware store and the chemist.
When visiting towns 44% will visit a shopping centre and 43% will visit both the city centre and a shopping centre.
When stopped at a rest area, on average 78% will make purchases and spend approximately $80.00.
When stopped at a rest area their purchases include approximately $33.00 on food and grocery items and $25.00 on fuel.
If they are staying and touring within a region, they are most likely to make purchases on the second, fourth and seventh nights, with the likelihood of purchases increasing if they stay for more than one week.
Their estimated spend per vehicle, on an average trip of 157 days, is between $9,000 and $10,000, or approximately $57.00 to $64.00 per day.
SURVEY RESULT
4. What are their Wants & Needs?
What they need is a dump point (with toilets if possible) and a tap to refill fresh water tanks. What they don't need is an old-fashioned caravan park where they are expected to pay $25.00 a night or more for facilities they already own.
What they want is good tourism information that clearly shows all attractions and facilities. Ideally tourist facilities should be easily accessible and
open seven days a week. They are more likely to stay longer when they are made to feel welcome and appreciated, and are able to park and stay somewhere that is both safe and quiet and slightly away from the main population (barbecue facilities would be a bonus) .
What they don't want is to be made to feel like freeloaders, bludgers or second class citizens, and be harassed by council officers or other officials.
5. What attracts them?
Self-Contained Travellers are tourists, and as such, they will always want to spend time at those locations which offer interesting natural and/or man-made attractions
The most popular activity for the Self-Contained Traveller is visiting markets, which is undertaken by 89%, with 69% visiting heritage sites, 68% going bush walking, 68% visiting national parks, 62% visiting museums, and 51 % taking full or half-day tours.
These are tourists interested in Australia, its amazing and diverse environment, along with the natural and social history of the areas they visit. They want to know, understand and experience everything Australia has to offer!
SURVEY RESULT
Data from 2003 & 2004 Balfour Research
Think about This!
In 2001 the first of the 4.1 million Australian Baby Boomers reached retirement age. Over the next 20 years most will retire. If one in 20 decides to buy a self-contained vehicle and head off to see Australia, an additional 200,000 self-contained vehicles with up to 400,000 occupants will hit the roads. They will be spending somewhere between $2 - 4 billion annually. Rural and regional Australia needs to be smart enough, flexible enough and have enough tourist attractions to tempt them.
Will you be one of those locations, or will you just wave as they drive on by?
Ignore this market and be assured, they will ignore you!
Welcome this market and the businesses in your area will benefit and grow.