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Australia
Additional Market Information
Australia and New Zealand were California’s fourth largest inbound overseas travel market in 2008, with 341,000 visitors. Collectively, visitors from Australia spent approximately $390 million. California’s importance to the Australian market is demonstrated by its 50% market share of all Australian travel to U.S. Australians spent an average of 8.8 days in California in 2008. Research in the market was completed in 2007-2008, with the key findings pointing to the current strategy of growing the market by increasing media and trade exposure for areas beyond the gateways.
In 2009, capacity on the trans-Pacific route will increase by 20%, providing California with the opportunity to not only grow the length of stay (which has been the focus of previous years’ promotion), but to gain incremental visitors to the state with the launch of V Australia and Delta flights. For the last decade, a duopoly has been enjoyed by United Airlines and Qantas Airways on the trans-Pacific route. This has led to under-servicing (the flights are always full) and overpricing of the route (the prices have been only marginally cheaper than those to Europe, despite the much shorter distances). New service has drastically increased lift and decreased pricing to California, with fares half the cost of previous years.
In 2009, capacity on the trans-Pacific route will increase by 20%, providing California with the opportunity to not only grow the length of stay (which has been the focus of previous years’ promotion), but to gain incremental visitors to the state with the launch of V Australia and Delta flights. For the last decade, a duopoly has been enjoyed by United Airlines and Qantas Airways on the trans-Pacific route. This has led to under-servicing (the flights are always full) and overpricing of the route (the prices have been only marginally cheaper than those to Europe, despite the much shorter distances). New service has drastically increased lift and decreased pricing to California, with fares half the cost of previous years.
Those currently traveling to California include:
- Old Hats (Empty Nesters): Travelers who like to learn about new cultures and natural environments; like to experience life and customs of places; and like to travel beyond the big cities.
- Family Guys: Travelers who like to visit main tourist sites, theme parks and resorts; place high emphasis on new experiences with whole family; and plan vacations that are a pressure release and earned indulgence.