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Understanding the Russian consumer
Understanding the Russian consumer A major tourism research project into how international consumers view Australia and the factors most likely to motivate them to visit the country has been undertaken by Tourism Australia. The scale and depth of the research is unprecedented and provides unique insights into consumer demand in 15 of Australia’s most important inbound markets. Insights from the work will contribute towards the industry achieving its Tourism 2020 goal – to increase annual overnight tourism spending to between A$115bn and A$140bn by the end of the decade. The research will be used to help shape the future marketing of Australia and identify opportunities to make the country’s tourism offering more attractive to overseas visitors. Respondent Profile Gender Age Male 52% 48% Female 19% Saint-Petersburg 10% Yekaterinburg 4% Samara 3% 11% Nijniy Novgorod 4% 55- 64 years 3% Novosibirsk 3% 65+ years 0% Rostov-on-Don 3% Moscow Region 3% Omsk 3% Chelyabinsk 3% 13% 25- 34 years 44% 35- 44 years 28% 45- 54 years Income 60.000 roubles 60.000-119.999 roubles 120.000-179.999 roubles 180.000-239.999 roubles 240.000-359.999 roubles 360.000-479.999 roubles 480.000-599.999 roubles 600.000 roubles Prefer not to answer Living Situation 6% Partner 5% Parents 6% 10% 13% 13% 34% 19% 14% Alone 5% Relatives/family 4% Housemates 2% Single parent Other living situation Perm 3% Others 41% Employment Status 54% Partner and children 8% 5% Place of Residence Moscow City Under 24 years Work full time Work part time 4% Looking for work 4% Full time student 3% Retired 2% Other 2% 2% Professional Manager Self-employed Labourer / Trade Clerical and Admin Sales Worker Community Worker Farmer Other 10% Home duties 1% Occupation 76% 55% 11% 7% 5% 3% 2% 1% 0% 3% Sample size n=934 Most important factors when selecting a holiday destination (Top 5) Respondents were asked what they look for when choosing any holiday destination. A safe and secure destination 46% A destination that offers value for money 44% Interesting attractions to visit 40% Great swimming beaches 37% Good food, wine, local cuisine and produce 35% Different and interesting local wildlife 27% World class beauty and natural environments 26% Friendly and open citizens, local hospitality 25% Ease of obtaining visa 24% Rich history and heritage 24% A family friendly destination 21% Spectacular coastal scenery 17% Clean cities, good road infrastructure with clear signposts 16% Exciting events, local festivals and celebrations 15% Native or cultural heritage or activities 14% Flights with no stop-overs A range of quality accommodation options Great shopping/ world class brand names Romantic destination A destination that offers the best in luxury accommodation and facilities Vibrant city lifestyle Indigenous experiences Read as: 46% of respondents rate ‘a safe and secure destination’ as among the top 5 most important factors when choosing a holiday destination. 14% 12% 11% 11% 9% 7% 5% Understanding the Russian consumer May 2014 How does Australia Rank? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. Safety and security All respondents Germany 58% Switzerland 50% France 46% Italy 45% Scandinavia 45% Canada 45% United Kingdom 39% Australia 38% Spain 37% United States (excluding Hawaii) 29% Read as: 38% of all respondents associated Australia with ‘safety and security’. Elements of a ‘safe and secure’ destination Respondents were asked what constitutes a ‘safe and secure destination’. Respondents who indicated Australia was not ‘safe and secure’ were asked why not. A low chance of health risk 30% A destination whose people have different beliefs to mine 40% A low chance of terrorism 27% Bad reports about the treatment of fellow travellers 21% A low chance of being robbed or assaulted 21% Lack of bad reports about the treatment of fellow travellers A high chance of being robbed or assaulted 18% 10% Law enforcement system with integrity that can be trusted 8% Law enforcement system without integrity that cannot be trusted 8% A destination whose people have similar beliefs to mine 3% A high chance of terrorism 3% Other (‘Unknowns’ & fear of local wildlife play a key role here) 29% None of the above 0% Value for money All respondents Thailand 44% Greece 35% North Africa 29% Spain 27% Italy 25% United Arab Emirates 18% Vietnam 16% France 15% Germany 15% India 15% Australia 7% 19th Read as: 7% of all respondents associated Australia with ‘value for money’. Elements of ‘value for money’ Respondents were asked what constitutes ‘value for money’ when choosing a holiday destination. Respondents who indicated Australia was not ‘value for money’ were asked why not. The best experiences I can afford within my budget 31% Expensive airfares 79% Unique / world’s best experiences that cannot be had anywhere else 22% Low cost of living expenses (food, accomodation) in the country or region High cost of living expenses (food, accomodation) 34% 21% High cost of travelling around 23% Not the best experiences affordable within my budget 19% Experiences that are not unique and can be had elsewhere 9% Other 5% Inexpensive airfares to the country or region Low cost of travelling around the country or region None of the above 19% 6% 1% Understanding the Russian consumer May 2014 Interesting attractions to visit All respondents France 73% Italy 70% Greece 60% Germany 56% United Kingdom 55% Spain 52% India 49% Switzerland 41% North Africa 41% Mexico 37% Australia 24% 17th Read as: 24% of all respondents associated Australia with ‘interesting attractions to visit’. Elements of ‘interesting attractions’ Respondents were asked what constitutes ‘interesting attractions’ when choosing a holiday destination. Natural landmarks/ Heritage Sites 34% Historical landmarks 33% Spectacular architecture 10% Museums/ art galleries/ theatres 9% Zoos/ Aquariums/ Wildlife Sanctuary 4% Amusement/ Themed attractions 3% Theme parks 2% Cultural or religious sites 2% Restaurants 1% Shopping centres and malls 1% Casinos/ nightclubs/ bars 0% None of the above 1% World class beauty and natural environments’ All respondents Italy 51% France 46% Hawaii 45% Greece 44% Australia 42% Spain 41% Brazil Read as: 42% of all respondents associated Australia with ‘world class beauty and natural environments’. 38% Thailand 36% Switzerland 36% India 36% Elements of ‘world class beauty and natural environments’ Respondents were asked what are the most important types ‘world class beauty and natural environments’. Respondents were asked what constitutes ‘World class beauty and natural environments’. Remarkable scenery to soak up and enjoy 44% Visiting sites of historical, cultural or religious significance 28% Engaging with nature first hand, for example 16% by hiking, bike riding or scuba diving World Heritage status areas None of the above 13% Historical / cultural / religious environments 32% Tropical islands and beaches environments 23% Wilderness / mountain environments 21% Natural developed coastal environments 13% Natural remote coastal environments 8% Wide open inland / outback environments 0% None of the above 2% 0% Understanding the Russian consumer May 2014 Good food, wine, local cuisine and produce All respondents 17th Italy 67% France 59% Greece 40% Spain 38% Germany 35% Mexico 31% Thailand 27% Switzerland 24% Brazil 23% Argentina 21% Australia 13% Read as: 13% of all respondents associated Australia with ‘good food, wine, local cuisine and produce’. Elements of ‘good, wine, local cuisine and produce’ Respondents were asked what constitutes ‘good food, wine, local cuisine and produce’ when choosing a holiday destination. Respondents were asked what are the most important types ‘good food, wine, local cuisine and produce’. A national style of cooking I like 33% Fresh local produce grown or raised in natural environments 33% A heritage of food and wine culture 13% Interesting and exciting street-food 9% Award winning fine dining restaurants 5% Vineyards with great food offerings 5% None of the above 0% 24% Natural fruit and vegetables Fresh seafood 21% High grade meat and livestock 21% A range of multicultural food options 17% Renowned cheese and dairy 9% Award winning wineries 7% None of the above 1% How is Australian food and wine currently viewed by Russian consumers? Respondents were asked which factors they currently associate with the Australian food and wine offering. Fresh local produce grown or raised in natural environments 49% High grade meat and live stock 49% Fresh seafood 45% Spectacular outdoor dining 44% A heritage of Food and wine culture 23% Unique culinary experiences 18% Multicultural food 17% Fish and chips on the beach 14% Food and wine events and local festivals 14% Stunning food and wine trails 13% Wineries with great food 12% Meat pie with sauce 12% Fine dining restaurants 11% Outback Steakhouses 6% Backyard BBQs 6% None of the above 11% Read as: 49% of respondents associated Australian food and wine with ‘fresh food produce grown or raised in pristine natural environments’. Understanding the Russian consumer May 2014 Exciting events, local festivals and celebrations All respondents Brazil 69% Italy 39% Spain 36% India 32% Germany 32% France 30% Argentina 28% Mexico 27% Hawaii 27% Thailand 25% Australia 11% 19th Read as: 11% of all respondents associated Australia with ‘exciting events, local festivals and celebrations’. Elements of ‘exciting events, local festivals and celebrations’ Respondents were asked whether they always time their holiday and places visited with an event or festival of interest. Average Respondents were asked what constitutes ‘exciting events, local festivals and celebrations’ when choosing a holiday destination. -18% 51% Average -1% 81% China -6% 78% Indonesia -10% 72% India -9% 67% South Korea -8% 66% Brazil -10% 63% Malaysia -9% 58% Japan -16% 49% Russia -19% 46% USA -20% 40% Singapore -16% 37% Italy -30% 27% France -39% 25% Germany -36% 24% United Kingdom -40% 23% New Zealand Disagree Arts and entertainment events 20% Music festivals 18% Cultural celebrations 14% Family events 11% Sporting events 10% Natural and wildlife events 9% Local/ regional events 8% Food and Wine festivals 6% Religious events None of the above 1% 3% Agree Reads as: 49% of Russian respondents indicated they always time their holiday and places visited with an event or festival of interest. Understanding the Russian consumer May 2014 Great swimming beaches Interesting local wildlife All respondents All respondents Hawaii 54% Brazil 48% Thailand 53% India 46% Spain 43% Australia 44% Greece 40% Hawaii 39% Italy 39% Thailand 39% North Africa 35% Italy 36% United Arab Emirates 30% Greece 36% Brazil 27% Scandinavia 33% Indonesia/ Bali 25% South Africa 31% Australia 24% Argentina 29% Read as: 24% of all respondents associated Australia with ‘great swimming beaches’. Read as: 44% of all respondents associated Australia with ‘interesting local wildlife’. Rich history and heritage Ease of obtaining a visa All respondents All respondents Italy 71% Thailand 48% Greece 68% North Africa 32% France 67% Greece 21% India 59% India 17% Germany 55% Spain 15% Spain 52% Vietnam 14% United Kingdom 51% Scandinavia 14% Mexico 44% Brazil 12% North Africa 39% Italy 12% Scandinavia 34% Germany 12% Australia 11% 23th Australia 5% 27th Read as: 11% of all respondents associated Australia with ‘rich history and heritage’. Read as: 5% of all respondents associated Australia with ‘ease of obtaining a visa’. Friendly and open citizens, local hospitality A family friendly destination All respondents All respondents 37% Italy 42% Greece 33% France 42% France Italy 28% Greece 35% Hawaii 28% Germany 30% Thailand 27% Spain 29% Spain 26% Thailand 22% Canada 25% Hawaii 21% Brazil 24% Switzerland 21% India 24% Canada 21% 23% United Arab Emirates 21% Australia 11th Read as: 23% of all respondents associated Australia with ‘friendly and open citizens, local hsopitality’. 20% Australia Read as: 20% of all respondents associated Australia with a‘family friendly destination’. Understanding the Russian consumer May 2014 Associations with Australia vs. importance when selecting a holiday destination This chart shows the importance of each factor when selecting a holiday destination and the extent to which Australia is associated with each of these factors. The horizontal axis indicates the importance level, with low importance on the left side of the chart to high importance on the right. The vertical axis indicates the extent to which Australia is associated with each of these factors, with weak associations at the bottom to strong associations at the top. 80 Strengths for Australia Weak Associations with Australia 70 60 Different and interesting local wildlife 50 40 30 20 Clean cities / good road infrastructure Quality accommodation Indigenous experiences The best in luxury accommodation and facilities Native or cultural heritage or activities Romantic destination 10 Vibrant city 0 22 21 Exciting events Great shopping 20 19 18 17 16 15 Low Spectacular coastal scenery 14 13 12 Interesting attractions to visit Good food, wine, local cuisine and produce Rich history and heritage Family friendly Ease of obtaining visa Flights with no stop-overs Great swimming beaches World class beauty and natural environments Friendly and open citizens Safe and secure 11 10 9 Value for money Opportunities for Australia 8 7 6 importance when selecting a holiday destination 5 4 3 2 1 High The factors placed in the top right quadrant are considered the strengths for Australia as a destination, given the high importance in destination choice and the strong association with Australia as a holiday destination. The factors placed in the bottom right quadrant are considered the opportunities for Australia as a destination, given the high importance in destination choice but ‘currently’ weak association with Australia as a holiday destination. Strengths for Australia: Different and interesting local wildlife, world class beauty and natural environments Opportunities for Australia: Friendly and open citizens, family friendly, ease of obtaining visa, rich history and heritage, good food, wine, local cuisine and produce, value for money, interesting attractions to visit, safety and security, great swimming beaches, world class beauty and natural environments. Aspiration and Intention to visit Respondents were asked which destinations they would most like to visit in the next four years (aspiration), and which destinations they are actively planning to visit in the next two years (intention). Italy Visitation 000’s of trips in 2012 (TE) Visitation rankings derived from Tourism Economics Intention Which of the following destinations are you actively planning to visit for a holiday in the next 2 years? Aspiration Which of the following destinations are you considering travelling to in the next 4 years? 44% Italy 23% North Africa 2799 Scandinavia 1536 France 39% Greece 21% Greece 36% Thailand 21% Thailand 1317 Spain 1206 Spain 33% France 19% Thailand 32% Spain 17% Italy 950 Germany 918 Germany 30% Germany 15% Scandinavia 22% North Africa 14% Greece 875 United Arab Emirates 12% Other Western Continental Europe 750 Scandinavia 10% India 8% Australia 4% North Africa United Arab Emirates India 16th Australia 22% 21% 18% 12% Key: •Scandinavia (e.g. Finland, Sweden, Denmark, Norway) •Other Middle East (e.g. Israel, Iran, Iraq, Jordan, Lebanon) 19th Other Middle East United Arab Emirates 23rd Australia 460 410 17 •North Africa (e.g. Egypt, Morocco, Tunisia) •United Arab Emirates (Dubai, Abu Dhabi etc.) Read as: 12% of Russian consumers are considering travel to Australia in the next 4 years, with 4% intending to visit. Australia is ranked 23rd for visitation against other long haul destinations for outbound travel from Russia. Note: Hawaii is included in US for visitation figures as cannot be separated. Charts only display the top 10 destinations across aspiration, intention and visitation. Understanding the Russian consumer May 2014 Obstacles preventing consumers from planning a holiday to Australia Respondents were asked if they had specific obstacles preventing planning a holiday in Australia. Expensive airfares 61% Flight is too long 39% I don’t know enough about what to do there 32% Difficult to obtain visas 25% I don’t know how to travel in/ around Australia 21% I don’t know anyone who lives there 18% Not the best experiences I can afford 17% High cost of living expenses 14% High cost of travelling around 12% A high chance of terrorism 4% Told of a bad experience by someone I know 4% Bad reports about the treatment of fellow travellers 3% A destination whose people have different beliefs to mine 3% A high chance of being robbed or assaulted 1% Experiences that are not unique and can be had anywhere 0% Law enforcement system without integrity 0% Other 3% Read as: 61% of respondents indicated ‘expensive airfares’ was a key obstacle for not planning a holiday to Australia. Understanding the Russian consumer May 2014 Consumer passions and interest segmentation Respondents were provided with a list of 52 individual passions points (i.e. hobbies) and asked to indicate which ones were of interest. Respondents were then asked to indicate which of these passions they would travel overseas to specifically follow or participate in. After a thorough segmentation each individual passion was grouped into segments of which consumers would travel overseas to follow or participate in. Nature 74% Arts and History 62% Food and Wine 41% Aquatic activities 40% Foreign Culture 34% Photography 33% Shopping 26% Music and festivals 22% Adventure activities 20% Art Participation 16% Sport 15% Self Drive 4% Gambling 4% Read as: 74% of consumers suggested they would travel overseas to follow or participate in a ‘nature’ based passion or area of interest. Nature Activities (74%) Bird watching, campervan-ing, camping, gardening, observing wildlife, natural wonders, tramping and walking. Sports (15%) Cricket, golf, gym / fitness, horse racing, motor racing, netball, rugby, running, soccer and tennis. Food and Wine (41%) Trying new / different foods, cooking / learning to cook and wine tasting. Adventure Activities (20%) Four wheel driving, horse riding, hunting, kayaking, mountain biking, road cycling and skiing. Art Appreciation and History (62%) Admiring architecture / design, art appreciation, museums and history. Art Participation (16%) Drawing / illustration, painting, sculpture / pottery and writing, dancing and singing. Aquatic Activities (40%) Diving, fishing, sailing, snorkelling / scuba diving, surfing / paddle boarding and swimming. Single Activity Segments Experiencing foreign culture (34%) / Shopping (26%) / Photography (33%) Self Drive (4%) / Gambling (4%). Concerts and Festivals (22%) Attending concerts / shows, attending music festivals. Understanding the Russian consumer May 2014 About the research The Consumer Demand Project (CDP) is a major international tourism research project into how global consumers view Australia and what most motivates them to visit, identifying the ‘triggers’ and experiences important to the consumer when selecting a holiday destination. The research project was carried out by BDA Marketing Planning, a consultancy who specialise in international demand side strategy development and consumer research. BDA Marketing Planning was originally employed by Tourism Australia in 2010 to work on a major strategic project which was the forerunner to the industry’s Tourism 2020 strategy. The aim of this follow-up consumer research project was to help determine the strategic priorities to achieve the Tourism 2020 goal, by providing a comprehensive assessment of Australia’s current destination appeal and the future tourism potential of key Australian holiday options. The research was carried out in fifteen of Australia’s key tourism markets: China, Germany, India, Indonesia, Japan, Malaysia, New Zealand, Singapore, South Korea, Brazil, Russia, Italy, France, UK and USA. Understanding the Russian consumer May 2014
