澳大利亚中国游客市场分析(英文版).PPTX

Executive summary Australia Outlook Rapid growth in holiday visitors, especially FIT, in the past 5 years, averaging 19% and 69% respectively. FIT % is only 28%, so there is still huge potential. Travel is costly in both time and money. Top destinations are Sydney and Melbourne, but areas with more natural scenery are catching up. Average holiday stay is 10 days. High percentage of non hotel and resort accommodation, ranging from 60% in Sydney, 70% in Melbourne to 80% in other regions, suggests dispersed accommodation industry. Around 60% holiday visitors are from Beijing and coastal regions, but more direct flights are added to inland provinces. 36% of holiday arrivals are booked through OTAs. Ctrip Performance Suggestions 25% market share calculated by room nights. However market share is relatively lower in West Australia etc, which are experiencing rapid growth in visitors. 60% YoY for 2017.1-8 period. High rate of indemnity in recent months, mostly due to customer complaints about room shortage upon arrival and inaccurate information. Peak travel season mismatch with Chinese statutory holidays puts Ctrip in a stronger bargaining position with accommodation providers Dispersed accommodation industry gives Ctrip strong bargaining power Exchange resources with local travel agents Four potential sources of growth for Ctrip: Increase in overall FIT %; Increase in visitors from second to fourth tier cities; Increase in Ctrip market share; Increase in visitors to natural scenery areas. Form a tailored strategy to capture each source of growth. Australia Outlook Great Barrier Reef Points of interests: Coral reef Rainforest Activities tours: Scuba diving Snorkeling Rafting Gold Coast Brisbane Points of interests: Wildlife parks zoos Beaches Activities tours: Native animals Surfing Whale watch Sydney Points of interests: City views Cultural landmark Food and beverages Activities tours: City tours Performances Melbourne Points of interests: Historical archi