Tourism Plan Part 9 and 10

9.
ACCOMMODATION
9.1
Supply of Accommodation
Narrabri Shire has a diverse range of accommodation properties. There are 40 commercially operated
accommodation properties within the LGA plus a number of primitive camping areas. The accommodation
available in the LGA includes:
•
•
•
•
•
•
•
•
•
14 motels – providing 277 rooms
3 serviced apartment complexes – 39 apartments
2 hotel / motel properties – 17 rooms
7 traditional pub hotels – 92 rooms. The majority of the pubs have rooms with shared bathroom facilities
3 bed and breakfast (B&B) properties – providing 24+ rooms, cabins and cottages
2 self contained properties – 3 cabins in the Mt Kaputar National Park and 1 cottage
2 retreats / farm stay properties – a nudist retreat and an off-road motorcycle park.
2 MAC villages – currently providing over 900 rooms, with a total of 1,782 rooms approved
6 caravan parks – providing 235+ sites and 69+ cabins, with powered sites also available at the Pilliga Hotel,
Yarrie Lake and the Narrabri Showground (Note: one of these caravan parks is operated as part of a motel)
• Five primitive camping areas, plus ‘walk-in’ bush camping in the National Parks and State Forests.
The accommodation base has increased over the past 5 years, with a new motel (30 rooms), expansion of an
existing motel (6 new rooms), 24 additional hotel rooms, 3 serviced apartment complexes, an increase in the
number of cabins available in the caravan parks, 2 new retreats, 2 new B&BS and the two MAC Villages
(900+rooms). During this period, the Little Gem Caravan Park at Bellata closed, with one farm stay property, 3
self contained cottages and 3 B&Bs changing from visitor accommodation to residential use.
The accommodation available within the Shire is summarised in Table 9.1.
Table 9.1 Visitor Accommodation in Narrabri Shire
Property
Motels / Motor Inns
Club Motor Inn
Southern Cross Motor Inn
Albany Motor Inn (Golden Chain)
Aaron Inn Motel
Adelong Motel
Bellview Motel
Mid-Town Inn
Nandewar Motor Inn
Kaputar Motel
Tommo's Motor Lodge (Budget)
Narrabri Motel & Caravan Pk
Wee Waa Welcome Inn Motel
Wee Waa Motel
Nestle Inn
Location
Star Rating
Rooms
4
4
3.5
3.5
3.5
3.5
3.5
3.5
3
3
2.5
nr
nr
3
30
30
11
11
27
24
19
44
13
12
16
10
18
12
From $120
$125
$119
$105-$115
From $90
From $110
From $110
$77-$121
From $95
$98
From $79
$85
$95
$77-$110
On-line
On-line
Email
Email
On-line
On-line
No web site
No web site
No web site
On-line
Email
Email
Email
No website
Narrabri
Narrabri
Narrabri
4.5
nr = 3.5-4
nr =3.5
6x2bed apts
24 apts
9 apts
From $145
From $120
From $105
On-line
Facebook
Email
Narrabri
Narrabri
Basic
Basic
4
13
$55
$55
No website
Email
Narrabri
Narrabri
Narrabri
Narrabri
Narrabri
Narrabri
Narrabri
Narrabri
Narrabri
Narrabri
Narrabri
Wee Waa
Wee Waa
Boggabri
Serviced Apartments / Apartment Hotels
Executive Oasis
Crossroads Hotel
Narrabri Serviced Apartments
Hotel / Motel
Wilga Hotel / Motel
Namoi Hotel / Motel
Nightly Rate
per double
Bookings /
Website
Property
Star Rating
Rooms
Basic
Basic
Basic
Basic
Basic
Basic
Basic
24
18
10
7
12
2
15 ensuite
4 pub
From $40
From $35
$40
$50
$50
$50
$70
$50
No website
Email
Email
Email
Email
No website
No website
7 rooms
Cabins
Cottage (Base
Camp)
15
2
$220
From $130
From $150
On-line
$100
From $100
Email
No website
Narrabri
Mt Kaputar
Cottage
3 cabins
$85
From $77
Email
Website
(phone)
Running Bare Nudist Retreat
Rural
ATV & Trail Bike Territory
Rural
Cabins,
Caravan sites
Shearers Qtrs
– 28 beds
Cottage
Camping
Traditional Pub Hotels
Tourist Hotel
Imperial Hotel
Royal Hotel
Royal Hotel
Commercial Hotel
Pilliga Pub
Baan Baa Hotel
B&B / Guest House
Location
Narrabri
Wee Waa
Wee Waa
Boggabri
Boggabri
Pilliga
Baan Baa
Craigdon Guesthouse
Rural
4
Centre of Town B&B
Selena Street B&B
Narrabri
Narrabri
nr
Self Contained Cabins / Cottages
Duldnea Holiday Retreat
Mt Kaputar National Park
Retreat / Farm Stay
Specialist Accommodation
Narrabri MAC Village
Boggabri MAC Village
Narrabri
460
(892 approved)
200-300
Boggabri
Nightly Rate
per double
Bookings /
Website
Email
$60
Email
$60
$20
$199 (includes
Email
meals)
Email
(890 approved)
Caravan Parks & Camping Areas
Highway Tourist Village
(Top Tourist Park)
Big Sky Caravan Park
Narrabri
Narrabri Motel & Caravan Pk
Narrabri
Narrabri Showground
Waioma Caravan Park
Narrabri
Wee Waa
Mainstay Caravan Park
Wee Waa
Boggabri Caravan Park
Boggabri
Pilliga Pub
Yarrie Lake
Pilliga
Yarrie Lake
Mt Kaputar National Park
Pilliga Forest
Mt Kaputar
Pilliga Forest
Narrabri
3.5
2.5 - 3
3
66 sites
21 cabins
48 pwd sites
12 unpwd
6x2bed cabins
2.5
9 sites
26 cabins
4 bedroom
bunkhouse
Basic
Pwd sites
nr
33 caravan
50 tent
12 cabins
1 house
nr
Pwd
Unpwd
Cabins
nr
3 cabins
Pwd Sites
nr
6 pwd sites
Basic
8 pwd
Unpowered
Primitive Camping – 2 areas
Primitive Camping
From $30
From $60
$30
$30
$120
From $25
From $45
$140
From $16
From $30
From $10
From $35
$25
$20
From $50
$70
$23
$16.50
$20
$15
$15
Free
Email
On-line
Email
No Website
Email
No Website
No Website
No Website
No Website
Website
No Website
Property
Pilliga Bore Baths
Anzac Park
Location
Pilliga
Gwabegar
Star Rating
Rooms
Primitive Camping
Primitive Camping
Nightly Rate
per double
Free
Free
Bookings /
Website
No Website
No Website
Source: Narrabri Visitor Information Centre + AAA Accommodation Guide nr=not rated
Narrabri has had a shortage of accommodation (particularly higher standard motels and self contained
accommodation) for more than a decade, with this exacerbated in recent years by demand from the emerging
mining sector. In the past few years, most of the motel properties, the caravan park cabins and some of the
pub hotels, have been operating at or close to capacity from Monday to Thursday nights with the majority of
guests being business and work-related travellers. This business has displaced other visitor markets including
sales representatives, coach tour groups and highway and touring traffic.
The MAC Villages
The opening of the MAC Village in Narrabri has taken some of the mining-related business from the motels.
The move from construction to operations at a number of the coal mines coupled with recent down-turn in
the mining sector has also reduced the demand for accommodation. The opening of the MAC Village in
Boggabri is likely to further reduce demand. The MAC Village in Narrabri has approval for 892 rooms of which
460 have been established (432 still to be provided). The MAC Village in Boggabri has approval for 890 rooms
of which 500 are being developed in Stage 1 and progressively coming on-line. The development of the
Maules Creek mine will generate the next major influx of mine-related workers into the area, with the MAC
Villages meeting a significant part of this demand.
Implications & Opportunities for Narrabri Shire
• The MAC Villages primarily service the demand for accommodation generated by the coal mining sector,
with a shift in mine-related workers out of commercial accommodation into the MAC Villages. As a result,
occupancy and rates per available room in commercial accommodation in Narrabri are already starting to
decline. It is also likely that as the ‘heat’ comes out of the market, rates per occupied room will also decline,
particularly in the lower and mid-range motels. As such, accommodation operators will be increasingly
looking to the Narrabri Shire Tourism Unit to help re-build the markets that have been displaced in recent
years and grow visitation (eg through events) as well as provide opportunities for operator participation in
cooperative marketing and promotion.
• The ‘freeing up’ of accommodation in Narrabri provides the opportunity to grow other market segments.
• The MAC Villages have spare capacity, particularly on weekends, increasing the accommodation capacity of
the Shire and providing the opportunity for Narrabri Shire to target larger events, conferences etc.
Motels
There are 14 motels (277 rooms) in Narrabri Shire of which 11 are located in Narrabri (237 rooms – 85.6% of
the room stock), 2 in Wee Waa (28 rooms) and one in Boggabri (12 rooms). The Shire has two four star
properties (60 rooms – 21.7% of total motel rooms), six 3.5 star properties (136 rooms – 49.1%), three 3 star
properties (37 rooms – 13.4%), a 2.5 star property (16 rooms – 5.8%) and two motels (28 rooms – 10.1%) that
are not rated. These latter motels are in Wee Waa and are equivalent to 2-2.5 star in standard.
Of the 11 Narrabri motels, eight are located on the Newell Highway, and three are located off the Highway,
close to the town centre. There are 5 motels within or in close proximity to the town centre, with the
remainder being on the Highway approaches to the town.
The four star motels are relatively new and well presented. The remainder of the properties are older
properties, a few of which have or are in the process of being upgraded. The majority of the properties are
however tired and dated. Given the high occupancy rates that have been achieved in recent years, there has
been limited time and/or incentive for the properties to upgrade.
Only two of the motels properties belong to National Motel Chains, with the Golden Chain and Budget Hotel
Group having a presence in the town.
Four of the motels do not have a website and rely on the Narrabri Tourism website for internet exposure. Of
the ten properties that have a website, only five of the properties offer a ‘real time’ on-line reservation facility,
with the other five properties providing an email enquiry option. Given that a very high proportion of
accommodation bookings are made on-line, the high number of properties without on-line booking facilities is
of concern. Six motels in Narrabri and one in Wee Waa, are listed on ‘Wotif’ with a few of these properties
also listed on other third party accommodation booking sites.
The strong demand for accommodation in recent years has resulted in significant increases in room rates in
Narrabri, with some motels achieving premium rates for poor to average standard properties. Once the MAC
Villages are fully operational, these rates are unlikely to be sustainable.
Serviced Apartments / Apartment Hotels
There are three serviced apartment complexes in Narrabri providing a range of 3.5 to 4.5 star apartments. The
Executive Oasis and Crossroads Hotel apartments are catering for the ‘top end’ of the market. The Crossroads
Hotel is one of the few boutique hotel properties in the NE-NW Region and along the Newell Highway corridor.
Hotel / Motels and Pub Hotels
There are two hotel/motels and seven hotels providing accommodation. The Crossroads Hotel provides
quality boutique accommodation. Due to the strong demand for rooms in Narrabri and Boggabri, hotel rooms
that were previously closed have been re-opened. In addition, the Baan Baa Hotel has brought in
transportable accommodation (mining dongas), providing an additional 15 ensuite rooms. Most of the hotel
accommodation is ‘basic’ with shared facilities. Four of the hotels have websites, with email booking options.
None of the hotels have on-line booking facilities.
B&B and Guesthouse Accommodation
Craigdon Guesthouse provides Narrabri Shire with an up-market guesthouse and function centre. The Centre
of Town B&B is a relatively new property utilising the rooms of a former heritage hotel. The property provides
mid-range accommodation. The operator has purchased a mini-bus and is looking to run tours for guests and
offer accommodation-tour packages.
Caravan Parks
The caravan parks in the Shire are older properties that provide basic to mid-range standard accommodation.
Due to the strong demand for accommodation, a number of the Parks have invested in additional cabins in
recent years. The Highway Tourist Village is part of the ‘Top Tourist Parks’ National Chain, with the Narrabri
Big Sky Caravan Park being part of the ‘Family Parks of Australia’ chain.
The Narrabri Big Sky Caravan Park is under new management and is being upgraded. The Park occupies a
prime location – off highway, river frontage, on the edge of the town centre, adjacent to the Narrabri Aquatic
Centre and close to sporting ovals, and within very easy walking distance of the Narrabri RSL Club. With the
upgrading of the facilities, the Park has the potential to become one of the premium parks along the Newell
and Kamilaroi Highways. There is potential to capitalise on the river frontage to target special interest and
activity-based markets, including fishing and canoeing / kayaking. Rehabilitating the riverbank adjacent to the
Caravan Park and providing a floating pontoon to provide access to the River would increase the attractiveness
of the Park.
The land to the south of the Big Sky Caravan Park, between Violet Street and the RSL Club, is Crown Land
under Council control. Should the Big Sky Caravan Park become very popular, consideration should be given
to using this land to expand the Park.
Narrabri Council is progressively upgrading the Boggabri Caravan Park, with the Park now having 3 new cabins.
Only the Narrabri Big Sky Caravan Park offers on-line bookings. This Park is also listed on ‘Wotif’. The Highway
Tourist Village, Narrabri Motel and Caravan Park and the Waioma Caravan Park in Wee Waa have their own websites
with email enquiry facilities.
Opportunities for Narrabri Shire
The Big Sky Caravan Park has the potential to become one of the premier caravan parks along the Newell
Highway corridor. The rehabilitation of the riverbank adjacent to the Caravan Park, coupled with access to the
river via steps down and a floating pontoon would significantly enhance the attractiveness of the Park.
The Crown Land to the south of Violet Street could potentially be used to expand the Big Sky Caravan Park, if
needed, or used for overflow camping during large events.
Marketing the Boggabri Caravan Park would raise awareness of the Park and increase occupancy rates, with
flow-on benefits for the Boggabri town centre.
Left: Crossroads Boutique Apartment
Hotel – provides contemporary
accommodation and restaurant.
Centre Left – One of the new cabins in
the Narrabri Big Sky Caravan Park.
With its river frontage, the Park has the
potential to become an iconic park on
the Newell Highway.
Centre Right: NPWS have recently
refurbished the cabins at Dawson’s
Springs in the Mt Kaputar National
Park.
Bottom: The MAC Village, Narrabri
Camping Areas
There are a number of primitive camping areas within Narrabri Shire. The NPWS provides two camping areas
with basic facilities in the Mt Kaputar National Park (summit area). Primitive camping areas are also provided
in the Pilliga Forest (primarily in Warrumbungle Shire). Camping is permitted at Anzac Park at Gwabegar and
provides ready access to the surrounding Pilliga Forest. Anzac Park does not have toilet facilities. There is a
need for improved public toilets in Gwabegar, with Anzac Park being the logical location for a new toilet block.
Council has established a primitive camping area adjacent to the Pilliga Bore Bath. This area is extremely
popular and operating at or close to capacity during the caravan touring season. There is space to extend the
camping area. A dump point is also needed in Pilliga, close to the camping area. The Pilliga Hotel has 6
powered caravan sites adjacent to the Hotel. These, plus the hotel rooms, should be publicised at the Bore
Baths and signposted from the town entry points (caravan and bed symbols).
Narrabri Showground provides both powered and unpowered camp sites, with these sites popular with the
touring caravan and motorhome markets. The Showground and adjoining open space areas are the site for
the CMCA 2013 Rally.
Yarrie Lake is a very popular camping site, with the area having a mix of powered and unpowered sites and
good shower and toilet facilities. The Yarrie Lake Hall, former tennis courts and a cricket ground, are located
adjacent to the visitor facilities at Yarrie Lake. These areas are operated by different Trusts. The Hall has a
kitchen as well as a well as a large covered outside terrace. There is a small club-house adjacent to the tennis
courts (which are overgrown) and ‘pit’ toilets (in very poor condition) between the Hall and the former cricket
pitch. This area could be readily established as an ‘overflow’ camping area for Yarrie Lake, and as an area
suitable for large groups (eg a 4WD Club). The Hall could be used for functions and activities, such as
weddings, social group gatherings, events etc.
‘Bush camping’ also occurs in a number of locations throughout the Shire with popular areas including Barbers
Lagoon and the Gins Leap picnic area in Boggabri, on the Namoi River at Tarriaro and along Narrabri Creek in
Narrabri.
Opportunities for Narrabri Shire
• Provision of higher standard public toilets in Gwabegar would encourage travellers to stop in the village as
well as increase the appeal of the village for overnight camping.
• Extension of the camping area at Pilliga. Signage should also be erected at the Bore Baths advising of the
availability of powered sites and rooms at the Pilliga Hotel.
• To utilise the Hall and surrounding area to grow visitation to and diversify the market base of Yarrie Lake
(see Section 7.4).
• The diversity of caravan and camping opportunities within the Shire should be featured in the development
and marketing of the touring routes that feed into Narrabri Shire.
Narrabri Showground is popular with the caravan and motorhome markets.
6.2
Possible Additions to the Supply
Possible additions to supply include:
• Additional rooms at the MAC Villages in Narrabri and Boggabri. Both have approval to expand to around
890 rooms (an additional 870 rooms).
• Apartments, Boggabri – 10 townhouses are currently under construction with these Apartments to be
available for short term bookings.
• Primitive Camping Area, Wee Waa. The Wee Waa Golf Club has lodged a Development Application to
establish a primitive camping area adjacent to the Club House.
• Additional accommodation and/or camping areas at ATV & Trailbike Territory.
9.3
Performance of the Motel Sector
Narrabri Shire
The Australian Bureau of Statistics (ABS) publishes monthly performance statistics on a Local Government Area
(LGA) basis for hotels, motels, guesthouses that have more than 15 rooms with ensuite facilities. Data for
Narrabri Shire is available from 1998. Performance data is also available for the LGAs within the New EnglandNorth West Region and along the Newell Highway that have four or more properties that have 15+ rooms.
Annual performance data for 1998 to 2012 is summarised in Table 9.2. In 1998, 5 establishments (122 rooms)
were surveyed, with the number of establishments increasing in 2006, 2008 and 2009, with rooms increasing
to 205 in 2011 (65.5% increase). In 2012, one property did not lodge their performance data, with the 2012
data representing only 7 of the 8 properties with 15+ rooms. This impacts on some of the performance figures
for 2012.
Table 9.2
Year
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
19982012
Est
5
5
5
5
5
6
6
6
6
6
7
8
8
8
7
40%
Performance of Motels, 15+ rooms – Narrabri Shire, 1998-2012
Rms
122
124
125
124
124
154
154
154
154
154
178
173
200
205
189
54%
Guest
Arrivals
33213
35490
34763
34914
30183
36014
40672
44464
51289
45206
50264
45105
54024
48706
47960
44.4%
Rooms
Sold
27738
29016
27853
28602
25739
29185
32754
35863
38396
35358
40666
42414
55110
55969
47180
70.1%
Guest
Nights
44447
45714
45201
45411
40698
45856
51859
57059
62384
55743
63902
65962
82415
82110
69402
56.1%
Av. Occ
Lengt
61.9%
64.1%
61.0%
63.1%
56.9%
54.5%
58.3%
63.8%
68.3%
62.9%
62.7%
67.2%
75.3%
74.7%
68.4%
Stay
1.3
1.3
1.3
1.3
1.3
1.3
1.3
1.3
1.2
1.2
1.3
1.5
1.5
1.7
1.4
h of
Takings
Average Rate per
Occupied
$1,733,300
$1,808,000
$1,802,000
$1,969,000
$1,780,000
$2,112,000
$2,370,000
$2,659,000
$3,070,900
$2,748,844
$3,443,571
$3,759,340
$5,062,494
$5,703,725
$5,036,186
190.6%
Room
$62.49
$62.31
$64.70
$68.84
$69.16
$72.37
$72.36
$74.14
$79.98
$77.74
$84.68
$88.63
$91.86
$101.91
$106.74
70.8%
Available
Room
$38.79
$40.05
$39.58
$43.53
$39.44
$37.57
$42.28
$47.30
$54.63
$48.90
$53.00
$59.54
$69.35
$76.23
$73.00
88.2%
From 1998 to 2012 the number of rooms increased by 54%. Over the same period the number of rooms sold
increased by 70.1%, indicating strong growth in the market. During the same period Takings increased by
190.6%, with the average rate achieved per available room increasing by 88.2% and per occupied room by
70.8%. The strong growth in Takings and Room Rates was due to the high occupancy rates (strong demand),
enabling the properties to charge a premium.
Figure 9.1 Comparison of Growth Rates in Performance Indicators – % change 1998-2012
Average Rate / Occupied Room
70.8%
Average Rate / Available Room
88.2%
Takings
190.6%
Guest Nights
56.1%
Rooms Sold
70.1%
Guest Arrivals
44.4%
Rooms Available
54.0%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
120.0%
140.0%
160.0%
180.0%
200.0%
Source: Australian Bureau of Statistics: Tourist Accommodation NSW 8635.1.40.001
Since 1998, the number of Guest Arrivals, Rooms Sold and Guest Nights spent in Narrabri Shire has been
trending up, with the strongest growth in 2010 and 2011. The exclusion of one motel from the survey and the
opening of the Narrabri MAC Village in 2012 combined with the downturn in the coal mining sector and the
economy overall, resulted in a decline in Guest Arrivals, Rooms Sold, and Guest Nights spent in motels. (Note:
the 2012 figures reflect the shift of mine-related workers from motels to the MAC, not a decline in the number
of visitors to Narrabri Shire).
Figure 9.2
1998-
Change in Guest Arrivals, Guest Nights and Rooms Sold – Narrabri Motels,
2012
90000
80000
70000
60000
50000
40000
30000
Guest Arrivals
20000
Rooms Sold
10000
Guest Nights
0
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
Source: Australian Bureau of Statistics: Tourist Accommodation NSW 8635.1.40.001
Occupancy Rates
From 1998 to 2009, annual average occupancy rates fluctuated between 54.5% and 68.3%, before increasing
significantly in 2010 to 75.3%, remaining high in 2011 at 74.7% before dropping back to 68.4% in 2012. The
occupancy rate for the first six months of 2013, was 65.1%, lower than in the first half of 2012 (67.6%), but
significantly lower than the first quarter of 2011 (78.5%).
Figure 9.3 Change in Average Annual Occupancy – Narrabri Motels, 1998-2012
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
Source: Australian Bureau of Statistics: Tourist Accommodation NSW 8635.1.40.001
Average Monthly Occupancy Rates for the period 2008 to June 2013 are given in Table 9.3. Occupancy rates in
excess of 70% are indicative of properties being at or close to capacity 3-4 nights per week, during which time
the Shire is probably ‘turning away’ business. In 2010 and 2011, occupancy rates exceeded 70% for 10 months
of the year. With the opening of the MAC Villages, occupancy rates are likely to return to the 2008-2009
levels. Moteliers will be looking to re-build markets that have been progressively displaced in recent years. A
strong program of events will assist in maintaining reasonable occupancy rates.
Table 9.3 Average Monthly Occupancy Rates – Narrabri Motels, 2008-March Quarter 2013
Month
January
February
March
April
May
June
July
August
September
October
November
December
Av. Annual
2008
54.2%
53.0%
60.2%
71.6%
65.3%
63.4%
66.2%
65.9%
64.7%
59.2%
60.5%
67.0%
62.7%
2009
61.3%
61.7%
73.3%
61.4%
62.4%
56.7%
64.3%
62.7%
67.1%
79.3%
75.4%
68.2%
67.2%
2010
66.9%
71.2%
78.1%
74.3%
80.3%
80.2%
76.2%
80.0%
82.5%
76.9%
75.8%
61.2%
75.3%
Source: Australian Bureau of Statistics: Tourist Accommodation NSW 8635.1.40.001
2011
71.4%
80.9%
84.7%
80.0%
77.3%
76.7%
76.0%
77.4%
81.0%
73.0%
61.5%
57.0%
74.7%
2012
59.7%
59.2%
66.1%
68.7%
71.4%
78.0%
71.0%
71.0%
75.1%
70.0%
66.3%
62.0%
68.4%
2013 ytd
57.7%
63.5%
63.4%
65.4%
62.0%
66.2%
Figure 9.4 Comparison Monthly Occupancy Rates (%), Narrabri Motels, 2008-June Qtr 2013
90.0
80.0
70.0
2008
60.0
2009
50.0
2010
40.0
2011
30.0
2012
20.0
2013
10.0
0.0
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Source: Australian Bureau of Statistics: Tourist Accommodation NSW 8635.1.40.001
Average Room Rates
The average rates achieved per available room and per occupied room have increased by 88.2% and 70.8%
respectively since 1998. In 2012, the rates per available and per occupied room were $73.00 and $106.74,
respectively.
Figure 9.5
Average Annual Achieved Room Rates, Narrabri Motels, 1998-2012
$120.00
$100.00
$80.00
Available Room
$60.00
Occupied Room
$40.00
$20.00
$1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Source: Australian Bureau of Statistics: Tourist Accommodation NSW 8635.1.40.001
In 2012, the average room rate per occupied room ranged between $88.31 in March to a high of $120.02 in
August. The monthly average room rates per occupied room in both the March and June Quarters 2013 were
higher than for the same period 2012.
Table 9.4
Monthly Average Room Rate per Occupied Room, Narrabri Motels
2008 - March Qtr 2013.
January
February
March
April
May
June
July
August
September
October
November
December
Average Annual
$
$
$
$
$
$
$
$
$
$
$
$
$
2008
77.30
76.40
76.70
75.75
81.49
88.05
71.98
73.06
73.51
85.71
74.77
76.67
84.68
$
$
$
$
$
$
$
$
$
$
$
$
$
2009
87.97
85.92
77.30
78.88
78.54
75.90
81.31
83.11
83.75
99.85
89.84
91.26
88.63
$
$
$
$
$
$
$
$
$
$
$
$
$
2010
91.93
86.42
85.67
75.94
78.06
79.65
92.48
91.45
81.67
89.67
87.61
101.75
91.86
$
$
$
$
$
$
$
$
$
$
$
$
$
2011
84.60
101.02
83.06
90.90
89.07
86.23
84.72
90.10
99.93
97.63
101.50
95.26
101.91
$
$
$
$
$
$
$
$
$
$
$
$
$
2012
89.16
93.32
88.31
94.04
97.03
114.95
103.95
120.02
107.78
104.93
95.89
114.65
106.74
2013 ytd
$ 95.31
$ 99.79
$ 105.97
$118.57
$116.82
$113.25
Source: Australian Bureau of Statistics: Tourist Accommodation NSW 8635.1.40.001
Figure 9.7 Comparison, Monthly Average Room Rate per Occupied Room, Narrabri Motels
$140.00
$120.00
$100.00
2008
2009
$80.00
2010
$60.00
2011
$40.00
2012
2013 ytd
$20.00
$-
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Source: Australian Bureau of Statistics: Tourist Accommodation NSW 8635.1.40.001
Comparison – Performance of Narrabri Shire to the New England Region
ABS data is available for eight of the thirteen
LGAs within the New England Region, as well
as for the Region. In 2012, Narrabri Shire (188
1
rooms) accounted for 7.1% of motel rooms
within the Region, ranking behind Tamworth
(895 rooms0, Moree (430), Armidale (428)
and Tenterfield (197).
In terms of share of Guest Arrivals, Guest
Nights, Rooms Sold and Takings from
Accommodation, Narrabri Shire achieved
higher than market share (7.1%). Armidale
was the only other LGA within the Region to
achieve this on all indicators.
1
Fig. 9.8 Share of Rooms, LGAs NE-NW Region,
Armidale
Glen Innes
7.4%
4.6%
5.7%
5.2%
4.2%
33.7%
Performance data relates only to properties with 15 or more ensuite rooms.
Gunnedah
16.1%
Inverell
Moree Plains
Narrabri
16.2%
7.1%
Tamworth
Tenterfield
Other LGAs
Table 9.5
2012
Comparison – Market Share - Selected LGAs NE-NW Region, Motels 15+ rooms,
LGA
NE-NW Region
Rooms
Rooms Sold
Guest Arrivals
Guest Nights
843,182
$59,323,000
16.1%
5.7%
5.2%
4.2%
16.2%
7.1%
33.7%
7.4%
4.6%
17.2%
5.1%
5.9%
3.7%
16.8%
8.9%
33.1%
5.3%
4.1%
18.1%
6.0%
4.7%
3.9%
12.7%
9.2%
32.7%
8.2%
4.4%
18.0%
5.0%
4.9%
3.5%
16.8%
8.2%
33.0%
6.3%
4.2%
17.8%
3.9%
5.1%
3.6%
13.8%
8.5%
39.8%
4.3%
3.2%
2,659
Armidale - Dumaresq
Glen Innes - Severn
Gunnedah
Inverell
Moree Plains
Narrabri
Tamworth
Tenterfield
Other LGAs
532,799
518,971
Takings
Source: Australian Bureau of Statistics: Tourist Accommodation NSW 8635.1.40.001
Figure 9.9 Comparison – Market Share - Selected LGAs NE-NW Region, Motels 15+ rooms,
2012
40.0%
35.0%
30.0%
% Rooms
25.0%
% Room Nights
20.0%
% Guest Arrivals
15.0%
% Guest Nights
10.0%
% Takings
5.0%
0.0%
Armidale
Glen Innes Gunnedah
Inverell
Moree
Plains
Narrabri
Tamworth Tenterfield
Other
LGAs
Source: Australian Bureau of Statistics: Tourist Accommodation NSW 8635.1.40.001
In 2012, Narrabri Shire achieved the highest occupancy rate within the NE-NW Region (68.4%), 13.6
percentage points higher than the Regional average.
Figure 9.10 Comparison – Average Annual Occupancy Rate, 2012 – Selected LGAs NE-NW
Region.
68.4%
70.0%
62.8%
58.4%
60.0%
56.8%
54.8%
53.9%
49.2%
48.8%
48.5%
50.0%
39.3%
40.0%
30.0%
20.0%
10.0%
0.0%
Armidale
Glen Innes Gunnedah
Inverell
Moree
Plains
Narrabri
Tamworth Tenterfield Other LGAs
NE-NW
Region
Source: Australian Bureau of Statistics: Tourist Accommodation NSW 8635.1.40.001
Narrabri Shire also achieved the highest average room rate per available room ($73), around $12 higher than
th
the Regional average ($60.96). In terms of average rate per occupied room, Narrabri ranked 4 ($106.74),
behind Tamworth ($133.89), Armidale ($115.36) and Inverell ($107.14). Both Tamworth and Armidale have
large 4 and 4.5 star motel properties, with the 4.5 star properties having significantly higher tariffs.
Table 9.6
Region
Comparison of Occupancy and Room Rates, 2012 - Selected LGAs NE-NW
LGA
Occupancy
Armidale - Dumaresq
Glen Innes - Severn
Gunnedah
Inverell
Moree Plains
Narrabri
Tamworth
Tenterfield
Other LGAs
NE-NW Region
58.4%
48.8%
62.8%
49.2%
56.8%
68.4%
53.9%
39.3%
48.5%
54.8%
Achieved Rate per
Available Room
$67.32
$42.28
$59.73
$52.68
$52.12
$73.00
$72.15
$35.58
$42.01
$60.96
Occupied Room
$115.36
$ 86.60
$ 95.14
$107.14
$ 91.78
$106.74
$133.89
$ 90.56
$ 86.67
$111.34
Source: Australian Bureau of Statistics: Tourist Accommodation NSW 8635.1.40.001
Figure 9.11
Region.
Comparison – Room Rate / Available Room, 2012 – Selected LGAs NE-NW
$80.00
$70.00
$73.00
$67.32
$72.15
$60.96
$59.73
$52.68
$60.00
$50.00
$52.12
$42.28
$42.01
$35.58
$40.00
$30.00
$20.00
$10.00
$Armidale
Glen Innes Gunnedah
Inverell
Moree
Plains
Narrabri
Tamworth Tenterfield Other LGAs
NE-NW
Region
Source: Australian Bureau of Statistics: Tourist Accommodation NSW 8635.1.40.001
Figure 9.12
Region.
Comparison – Room Rate / Occupied Room, 2012 – Selected LGAs NE-NW
$133.89
$140.00
$120.00
$115.36
$100.00
$107.14
$86.60
$95.14
$111.34
$106.74
$91.78
$90.56
$86.67
$80.00
$60.00
$40.00
$20.00
$Armidale
Glen Innes Gunnedah
Inverell
Moree
Plains
Narrabri
Tamworth Tenterfield Other LGAs
NE-NW
Region
Source: Australian Bureau of Statistics: Tourist Accommodation NSW 8635.1.40.001
Comparison – Performance of Narrabri Shire to the Newell Highway
Performance data is available for ten of the eleven LGAs along the Newell Highway corridor, with Jerilderie
Shire not having any motels with 15+ rooms. Narrabri Shire has 5.9% of the motel room stock (properties 15+
th
rooms) of the Highway LGAs, ranking equal 6 , behind Dubbo (32.8% of rooms), Moree (13.5%), Berrigan
(12.8%), Warrumbungle (6.6%) and Parkes (7.9%) LGAs. Narrabri attracts more than market share (5.9%) of
Rooms Sold (7.7%), Guest Arrivals (7.3%), Guest Nights (7.3%) and Takings from Accommodation (8.1%).
Table 9.7 Comparison – Market Share - Selected LGAs NE-NW Region, Motels 15+ rooms,
2012
LGA
Newell Corridor
Berrigan
Narrandera
Bland
Forbes
Parkes
Rooms
3,191
12.8%
4.6%
5.9%
4.9%
7.9%
Rooms Sold
608,981
8.2%
3.8%
5.1%
4.5%
10.2%
Guest Arrivals
653,571
6.7%
4.4%
4.6%
5.5%
8.5%
Guest Nights
1,028,820
6.7%
4.4%
4.6%
5.5%
8.5%
Takings
$62,519,574
7.6%
3.4%
4.2%
4.7%
9.7%
Dubbo
Gilgandra
Warrumbungle
Narrabri
Moree
32.8%
3.5%
8.1%
5.9%
13.5%
36.6%
2.5%
6.6%
7.7%
14.7%
40.8%
3.2%
8.9%
7.3%
10.1%
40.8%
3.2%
8.9%
7.3%
10.1%
40.5%
2.2%
6.4%
8.1%
13.1%
Source: Australian Bureau of Statistics: Tourist Accommodation NSW 8635.1.40.001
Figure 9.13 Comparison – Market Share – LGAs Newell Highway Corridor, Motels 15+
rooms
45.0%
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
% Rooms
% Room Nights
% Guest Arrivals
% Guest Nights
% Takings
10.0%
5.0%
0.0%
Source: Australian Bureau of Statistics (2012): Tourist Accommodation NSW 8635.1.40.001
In 2012, Narrabri Shire achieved the highest occupancy rate along the Newell Highway (68.4%), 16.3% above
the average for the Highway LGAs. Parkes, which also has mining base, ranked second (66.9%) followed by
Dubbo (58.2%) and Moree (56.8%). The occupancy rates in the other LGAs were below 50%.
Narrabri Shire also achieved the highest average rate per available room ($73.00), $19.47 higher than the
Newell Highway average. The Shire achieved the second highest rate per occupied room ($106.74), ranking
behind Dubbo which has a number of large 4-4.5 star motel properties.
Table 9.8
Comparison of Occupancy and Room Rates, 2012 - Newell Highway LGAs
LGA
Occupancy
Berrigan
Narrandera
Bland
Forbes
Parkes
Dubbo
Gilgandra
Warrumbungle
Narrabri
Moree
Newell Corridor
Achieved Rate per
Available Room
$ 31.87
$ 39.56
$ 37.93
$ 51.34
$ 65.64
$ 66.16
$ 34.10
$ 42.07
$ 73.00
$ 52.12
$ 53.53
33.3%
43.0%
44.8%
48.3%
66.9%
58.2%
37.0%
42.6%
68.4%
56.8%
52.1%
Occupied Room
$ 95.69
$ 91.97
$ 84.58
$ 106.20
$ 98.10
$ 113.59
$ 92.04
$ 98.84
$ 106.74
$ 91.78
$ 102.66
Source: Australian Bureau of Statistics: Tourist Accommodation NSW 8635.1.40.001
Figure 9.14 Comparison – Occupancy Rates, Newell Highway LGAs, 2012
58.2%
60.0%
50.0%
40.0%
68.4%
66.9%
70.0%
43.0%
44.8%
56.8%
48.3%
52.1%
42.6%
37.0%
33.3%
30.0%
20.0%
10.0%
0.0%
Source: Australian Bureau of Statistics: Tourist Accommodation NSW 8635.1.40.001
Figure 9.15 Comparison – Average Room Rate per Available Room, Newell Highway LGAs,
2012
$80.00
$73.00
$65.64
$70.00
$60.00
$30.00
$20.00
$10.00
$-
$52.12
$51.34
$50.00
$40.00
$66.16
$39.56
$31.87
$37.93
$42.07
$34.10
$53.53
Source: Australian Bureau of Statistics: Tourist Accommodation NSW 8635.1.40.001
Figure 9.16 Comparison – Average Room Rate per Occupied Room, Newell Highway LGAs,
2012
$120.00
$100.00
$113.59
$106.20
$95.69
$91.97
$98.84
$98.10
$106.74
$92.04
$84.58
$102.66
$91.78
$80.00
$60.00
$40.00
$20.00
$-
Source: Australian Bureau of Statistics: Tourist Accommodation NSW 8635.1.40.001
Performance 2012
In 2012, Narrabri Shire achieved higher average monthly occupancy rates and higher room rates than the
average for the New England – North West Region, and the Newell Highway LGAs.
Figure 9.17 Comparison – Monthly Occupancy Rates (%) 2012, Narrabri Shire – NE-NW
Region
& Newell Highway LGAs
80.0
70.0
60.0
50.0
40.0
Narrabri Shire
NE-NW Region
30.0
Newell Highway LGAs
20.0
10.0
0.0
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Source: Australian Bureau of Statistics: Tourist Accommodation NSW 8635.1.40.001
Sep
Oct
Nov
Dec
Figure 9.18 Comparison –Achieved Rate per Available Room, 2012, Narrabri Shire – NE-NW
Region & Newell Highway LGAs
$90.00
$80.00
$70.00
$60.00
Narrabri Shire
$50.00
NE-NW Region
$40.00
Newell Highway LGAs
$30.00
$20.00
$10.00
$Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Source: Australian Bureau of Statistics: Tourist Accommodation NSW 8635.1.40.001
Figure 9.19 Comparison –Achieved Rate per Occupied Room, 2012, Narrabri Shire – NE-NW
Region & Newell Highway LGAs
$140.00
$120.00
$100.00
Narrabri Shire
$80.00
NE-NW Region
$60.00
Newell Highway LGAs
$40.00
$20.00
$Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Source: Australian Bureau of Statistics: Tourist Accommodation NSW 8635.1.40.001
Implications & Opportunities for Narrabri Shire
The motel sector in Narrabri Shire has always performed well, with two strong markets – highway travellers
and business and work-related travellers. The growth in demand for accommodation from the mining sector
has stimulated the development of new accommodation. It has also contributed to high occupancy and
room rates particularly in 2010 and 2011. The combined impact of the Narrabri MAC Village and the
downturn of the coal mining sector on the motel sector is already being seen in the motel occupancy rates
for 2012 and the first half of 2013.
Moteliers and other accommodation operators will need to diversify their market base and be far more
responsive to meeting market needs and expectations (see Sections 5.3 and 9.7) if they are to maintain high
occupancy and room-rates.
9.4
Market Needs & Expectations – from Accommodation
For Narrabri Shire to remain competitive in the medium to longer term, accommodation operators need to
keep abreast of the changing needs and expectations of the marketplace and market trends. A number of
consumer studies have been undertaken on market expectations, with the two major studies being the CRC for
Sustainable Tourism study into 3-4 star motels in Regional Australia (2005), and the ‘Expectations of Caravan
Park Users’ undertaken by Tourism Western Australia in conjunction with Tourism Research Australia in 2007.
The results of the Western Australian Caravan Park Users study are summarised in Appendix 1.
The main factors that emerged from both studies are:
• Presentation and standard of properties is a major factor in selecting properties both on-line (ie. trip
planning stage) and for ‘walk-in’ business when travellers arrives at a destination.
• Word-of-mouth referrals and past experience are also major factors in the decision-making process.
• Quality customer service is critical to building good ‘word of mouth’ referrals and repeat visitation.
• Accommodation is being increasingly booked on-line.
Presentation & Standard of the Properties
Travellers are increasingly viewing accommodation images on-line before they book, with the presentation of
properties often a significant factor in influencing decisions. For travellers on-the-road, the presentation of
accommodation properties is also a significant factor in influencing the decision to stop overnight in an area.
For travellers passing through, if a property presents well then there is a strong chance that travellers will
notice the property and give consideration to stopping there when next in town.
Presentation (coupled with professional, friendly service) also contributes positively to the guest’s experience
and will assist in encouraging repeat visitation as well as ‘word-of-mouth’ recommendations. The market is
becoming more sophisticated and demanding, and less tolerant of mediocre or sub-standard accommodation.
Older style accommodation and tired product is a problem throughout regional Australia. The CRC Motel
study found that ‘consumers felt that many of the mid-market motels available in Australia were dated and did
not meet the needs of the market’. Most indicated that they were looking for something akin to their own
home in terms of the experiences that they were seeking in a motel stay. A spacious feel, light colours, good
linen, comfortable furniture and a modern feel were seen as the key drivers of a motel stay.’ (These research
findings are equally as relevant to the older types of accommodation).
(Note: the CRC report is downloadable (free of charge) from www.sustainabletourismonline.com and can be found by using
the keyword search for ‘motels’. The report contains information that will assist moteliers in understanding the changing
expectations of the market place and provides cost effective suggestions for motel make-overs).
The market-place is
becoming increasingly
less tolerant of older
style motel rooms.
What Motel Guests Want...
The overwhelming response was that motels are expected to be a ‘home away from home’. Consumers
want the motel experience to replicate their home-based comforts as closely as possible. It was not
surprising that there was a strong view that many of the older mid-market motels did not do this. They
were not homely in a modern sense. These motels were often seen to be very dated in appearance and in
the standard of facilities offered. There was consensus that dark units with exposed brickwork and a
cluttered feel were no longer acceptable.
To the customers, the key desirable physical features of motels are:
•
•
•
•
•
•
•
•
spacious layout (or appearance of spaciousness),
plastered walls,
light colours,
good lighting,
comfortable seating,
facilities for the latest electronic equipment,
bright bathrooms, and
modern kitchenette facilities.
Outdoor gardens or at least planter boxes with colourful, real displays, were seen as important in softening
the external appearance of motels. Outdoor seating near to the rooms was also considered highly
desirable. There was no mention of additional facilities beyond those currently available in modern
motels—except for connections for electronic equipment.
Sustainable Tourism CRC (2005) Motel Make-Over Guide – Renovating 3-4 Star Motels in Regional Australia
What Caravan Park users look for in selecting properties...
The Western Australian Caravan Park Users Study found that the top three characteristics that are
important when selecting between Caravan Parks were:
• Clean toilet and shower facilities (90% of respondents).
• A friendly / approachable operator (73%) - The friendliness of the operator is important to make the
visitor feel comfortable during their stay and most importantly influences the atmosphere of the
caravan park.
• The general appearance of the caravan park (72%) – this includes cleanliness and landscaping which
were very important to the comfort and ambience of staying in the caravan park.
In terms of general factors, (after availability of sites), proximity to the town centre and near attractions /
recreational activities and price were factors in the decision-making process. Families were more likely to
rate a location near attractions and availability of recreational activities as key considerations.
Membership of the Caravan Park chains (discounts and incentives) influenced Grey Nomads, Freedom
Seekers and Holiday Makers in their decision-making. (See Appendix 1- for more detailed information)
Customer Service Standards
The market is becoming increasingly sophisticated and demanding, and service levels in Narrabri need to be
continually improved to meet market expectations. The Baby Boomers and Generation X, (becoming the main
travel markets) are not tolerant of poor customer service. These markets expect professional, efficient service
and appreciate personalised service (see Section 5.3).
The ability to establish a rapport with guests plays a significant part in building customer loyalty and attracting
repeat visitation, as well as ensuring positive feedback and good word-of-mouth referrals.
A high level of familiarisation with and the ability to promote what Narrabri Shire has to offer – things to see
and do, places to eat, services available etc, should also be part of the service delivery. Visitors frequently ask
accommodation staff for recommendations on what to do, where to go, where to eat etc. This provides the
opportunity for staff to actively ‘sell’ Narrabri, not only in answering the specific inquiry but also to introduce
guests to other opportunities available in the town. Owners and staff need to be well informed about the
Shire / town and kept up-to-date with any changes.
Accommodation Bookings
Over the past decade, the internet and digital technology has significantly changed the way that consumers
source information, select destinations and products, and book travel (see Section 5.4). World-wide, on-line
travel bookings have outpaced all other types of internet retail sales.
The recent introduction of 'smart phones' and ‘tablets’ is further changing these dynamics, particularly
amongst the younger generations (primarily Generations X and Y). Mobile phone users are increasingly
accessing the internet on their smart phone or tablet.
A significant proportion of accommodation is now booked on line. Consumers (particularly the older touring
and holiday markets, more-so than Generation X and corporate and highway travellers) tend to look at the
‘official’ tourism websites (eg Visitnarrabri and Visit NSW) as their first source of information. These sites are
used to ‘see’ what is available. Consumers will generally click through to property websites if the links are
available, to view images, facilities, availability and rates. Consumers typically ‘shop around’ for prices,
checking on a range of accommodation directory and booking websites (wotif is the most popular). Corporate
/ business related travellers and the transit highway market are more likely to go direct to the accommodation
booking sites (eg Wotif).
A search of the internet accommodation listings for commercial accommodation properties in Narrabri Shire
found that:
• 70% of properties (28 out of 40) have their own website with one property having a facebook site but not a
website. 11 properties do not have their own web-sites. Many of the websites are older-style websites
that are tired and need to be up-dated.
• Only 8 properties (20%) have on-line real time booking facilities.
• Only one property engages in social media (facebook and twitter).
• Most of the photographs that appear on the property websites do not appear to have been taken by
professional photographers. Very few of the websites have a gallery of images or video feed that potential
consumers can view – viewing on-line images is now an established part of the research that consumers
undertake in selecting accommodation. Likewise, not all properties list room rates.
• Very few of the properties effectively ‘sell the destination’ – with no or limited information available on
Narrabri Shire. None of the websites appear to have a link to the Narrabri Tourism Website to download
the Narrabri Visitors guide.
• Very few of the properties are listed on third party accommodation directories and booking websites. With
high occupancy rates in recent years, operators have probably not needed to list (or have been unwilling to
pay commissions when they would have sold the room anyway), however as the ‘heat comes out of the
market’, moteliers will need to explore this option for generating business.
With the introduction of smart phones and tablets, operators need to update their website format so that the
sites are can be readily accessed from these devices.
Implications and Opportunities for Narrabri Shire
• It is important the accommodation operators are aware of and responsive to changing market needs and
expectations.
• Accommodation operators need to be encouraged to update their internet / digital presence. There are
a range of resources available on the Destination NSW and Tourism Australia websites relating to webbased / digital marketing. If there is sufficient interest, Narrabri Tourism could approach the RTO and/or
DNSW to run a workshop for operators.
• Given the need to up-date images on many of the accommodation websites, Narrabri Tourism should
explore whether there is interest amongst operators to jointly fund a professional photo-shoot.
• Narrabri Tourism should explore opportunities for offering a ‘module’ of information and images on
Narrabri Shire that operators can use on their websites to more effectively sell the destination and the
experiences and activities available.
• Consideration should also be given to encouraging operators to have a link to the Narrabri Tourism
Website and/or be able to download a copy of the Narrabri Visitors Guide (may need to be amended to
exclude accommodation) and other relevant information (eg dining guide) from the accommodation
property’s website.
Craigdon Guesthouse, located at the foot of the Nandewar Range, provides quality boutique accommodation
7.
TRANSPORT INFRASTRUCTURE
10.1
Roads
As discussed in Section 3.2, the most significant roads in the Shire from a tourism perspective are:
Roads Feeding into the Shire:
• Newell Highway (SH 17).
• Kamilaroi Highway (SH 29)
• State Tourist Route 3 incorporating Killarney Gap Road (MR 133)
• Cypress Way – also known as the Baradine – Pilliga Road (MR329)
• The Black Stump Way – Grain Valley Road (RR 7709)
• Rangari Road – also known as the Boggabri-Manilla Road (MR 357)
• Pilliga – Coonamble Road (MR 383)
• Come-by-Chance Road - Burren Junction to Pilliga (RR7716)
Internal Roads:
• Yarrie Lake Road (SR 29)
• Pilliga Road (MR 127)
• Kaputar Road (SR 5)
The Newell Highway is the primary generator of visitor traffic into Narrabri Shire. The Highway is also a major
interstate truck route with truck traffic accounting for 30% to 50% of vehicles, depending on the location along
2
the Highway. From Narrabri to Moree, trucks account for 43% of vehicles on the Highway with the number of
trucks on the route expected to continue to increase. Touring travellers, particularly those towing caravans
are increasingly choosing alternative routes to the Newell Highway, particularly regional roads that run parallel
to the Highway. Both the Black Stump Way, to the east of the Newell and Cypress Way to the west of the
Newell, provide alternative routes via Narrabri Shire. While touring traffic on these routes is increasing, these
routes both have unsealed sections which are a deterrent for some travellers.
Strategically, these two roads are priorities for sealing.
• Cypress Way provides a link between Coonabarabran and/or the Warrumbungle National Park and Pilliga
via the western side of the Pilliga Forest. From Pilliga traffic can head east to Narrabri via Wee Waa and/or
Yarrie Lake, to join the Newell Highway or STR 3, or continue north on the Come-by-Chance Road (RR7716)
to join the Kamilaroi Highway at Burren Junction. The section between Gwabegar and Pilliga needs to be
sealed. It is also recommended that Narrabri Shire Council, in conjunction with Warrumbungle Shire
Council endeavour to have STR 3 extended from Narrabri to Coonabarabran and/or the Warrumbungle
National Park via Pilliga and Baradine.
• The Black Stump Way runs from the Golden Highway, through Coolah to Mullaley where it intersects with
the Oxley Highway. Grain Valley Road provides a continuation of the Black Stump Way north to Boggabri.
The completion of the sealing of the Grain Valley Road in the Gunnedah Shire area, would complete the
link through to the Kamilaroi Highway at Boggabri to then link with the Newell Highway at Narrabri. There
are a number of locations between the Golden Highway and Mullaley where touring traffic can come off
the Newell Highway and join the Black Stump Way. Warrumbungle Shire has established ‘free’ camping
areas at Mendoran, Binnaway and Coolah to encourage touring caravans and motorhomes to take this
route.
South of the Golden Highway, the Castlereagh Highway provides a link through Mudgee to Lithgow, with
the Great Western Highway and the Bells Line of Road then linking Lithgow to Sydney. To the south, The
2
Roads & Traffic Authority (2011) Newell Highway Potential Overtaking Lanes Study
Figure 10.1
Road Map – Narrabri Shire
Kamilaroi Highway
STR3 Killarney
Gap Rd
STR 3
Come-by-Chance Rd
Pilliga – Narrabri Road
Yarrie Lake Rd
Kaputar Road
Cypress Way
Dripping Rock Rd
Newell Highway
Rangari Road
Grain Valley Way
Kamilaroi Highway
Tablelands Way links Lithgow to the Hume Highway at Goulburn with on-going links to both the ACT and the
NSW South Coast.
In addition:
• The sealing of the Kaputar Road (SR5) to the summit would improve access to the Mt Kaputar National
Park.
• The sealing of the Come-by-Chance Road (RR7716) would encourage touring traffic to move between the
hot artesian baths at Pilliga and Burren Junction.
• The sealing of Rangari Road (MR 357) would improve access to Dripping Rock and also facilitate the
development of a touring route from Gunnedah via the Kelvin Valley and Boonalla Aboriginal Area. Funds
have been allocated for sealing the section of this road that lies within Narrabri Shire.
• The last section of Dripping Rock Road (SR 27) needs to be improved to bring it to 2WD standard.
• If the visitor infrastructure and facilities in the Deriah Aboriginal Area are expanded, there may be a need
to upgrade the access road into this Area.
• The access road to Beelera Hill Lookout needs to be maintained to 2WD standard.
10.2 Rail Service
The North West Explorer provides a daily rail service between Sydney and Moree via Narrabri. While the
Narrabri Shire Tourism Unit has worked with CountryLink in the past to offer accommodation – tour packages,
Narrabri has not had the accommodation capacity nor tour infrastructure to grow this market. In contrast,
Moree has a steady stream of visitors who arrive in the town by train, including FIT travellers, visitors on
CountryLink packages (Healing Waters program) and social and tour groups (eg Probus) utilising concession
fares. With the freeing-up of the accommodation in Narrabri, combined with the starting of two new tour
operations, there is opportunity for the Narrabri Tourism Unit to work with TrainLink NSW to offer tour
packages. Likewise, the tour operators could independently develop accommodation-tour packages that are
marketed in the Hunter Valley, Central Coast and Sydney, with the tour operators picking-up guests from
Narrabri Station. Major events being held in Narrabri could also be packaged.
10.3 Air Services / Airport Infrastructure
Over the past decade there has been a significant reduction in RPT air services to regional areas in NSW, with a
consolidation of air services to a number of ‘hubs’. Narrabri is one of the smaller towns that has retained its
RPT services, with this due primarily to the strong corporate and work-related travel market generated by the
mining and agricultural sectors. The number of leisure travellers using the air service is minimal. Retention of
the air service is however important for the business and work-related travel markets, for building the
conference and meetings market, and attracting entertainers.
The change from QantasLink to Aeropelican (now Brindabella Airlines) has resulted in a decline in the number
of passengers on the Sydney – Narrabri Route. The combination of smaller planes, luggage size and weight
limits, higher airfares and issues with reliability (eg passengers getting off-loaded at short notice, late flights
etc) has resulted in an increase in charter flights coming into Narrabri Airport as well as a loss of RPT business
to Tamworth. There appears to be an increase in the number of local residents driving to Tamworth to access
air services, as well as an increase in business and work-related travellers flying into Tamworth and hiring cars
to visit Narrabri. Visitors flying into Tamworth are more likely to stay in Tamworth than in Narrabri Shire,
resulting in a loss of potential revenue for the visitor economy in Narrabri Shire.
The future of air services to Narrabri will be dependent in part on the capacity of the Airport and the facilities
available. While the Airport has the capacity to accommodate the BAE Jetstream 32 aircraft (19 seats)
operated by Brindabella Airlines, the runway length and pavement strength cannot accommodate the larger
70-100 seat turbo prop and jet planes. The Apron and Terminal facilities are also inadequate to support
increased use. The Narrabri Airport Masterplan recommends the extension of the runway by 350 metres,
strengthening the pavement, increasing the size of the apron and terminal facilities and upgrading the lighting
system.
Figure 10.2
Narrabri Airport - Forecast Passenger Traffic, 2010-11 to 2040-41
Source: Rehbein Airport Consulting (2011) Narrabri Shire Airport Master Plan
10.4 Tours
Two local tour operation are currently being established in Narrabri. ‘Tripin wif Dik’ has recently commenced
operations. The operator has a 28 seater tour bus which is available for charter. The operator is also in the
process of developing itineraries to operate scheduled tours to attractions in and around Narrabri Shire.
The owner of the Centre of Town B&B (15 rooms) has also recently acquired a mini-bus and is in the process of
establishing a tour operation. The operator is proposing to offer accommodation – tour packages, with tours
to attractions in the Narrabri area. The operator will pick-up from Narrabri Railway Station and Airport.
With the tour infrastructure in place, there is potential to:
• Provide a day tour program, in which visitors can book a tour through the VIC or their accommodation
property. A good business model is Hann’s Tours and Charters in Moree which offer a range of tours to
local agricultural businesses (eg cotton gin, cotton farms, pecan nut farm) as well as to Lightning Ridge.
The tour operator has been inducted to and trained by each of the agricultural businesses and as such, the
business does not need to provide a staff member to conduct the tour. Similar arrangements could
potentially be developed with the coal mines, gas operations, research stations and agricultural enterprises
in Narrabri.
• Develop packages targeted to travel clubs and social groups – either providing a pick-up service for groups
within the surrounding region, or utilising the rail services.
• Provide a transfer / charter service for travellers arriving by air, conference delegates, people attending
functions etc. There may also be potential to provide a drop-off / pick-up service for special interest
groups – for example, dropping canoeists off at Tarriaro and picking them up at Mollee Weir.
There are also a number of external tour operators that are licensed to operate in the National Parks and State
Forests within the Shire. These companies rarely visit the area. These operators should be approached to
explore the possibility of them operating scheduled tours to the Shire and/or working with the local tour
operators to expand their programs.
10.5 Ground Transport
Narrabri is well serviced with ground transport, with 4 rental car companies, a taxi service and two coach
companies and two mini-coach tour operators that also offer charter services.
Opportunities and Implications for Narrabri Shire
Roads
• From a tourism perspective, the sealing of the Pilliga-Gwabegar section of Cypress Way and the remaining
unsealed section of Grain Valley Road are strategic ‘game-changing’ projects that will generate increased
visitation to Narrabri Shire.
• Locally, the completion of the sealing of the Kaputar Road and upgrading the access road into Dripping
Rock and Beelera Hill Lookout would improve access to these attractions.
• The extension of STR 3 from Narrabri to Coonabarabran / Warrumbungle National Park, accompanied by
development of promotional material for the route, would encourage movement through the Shire,
benefitting Wee Waa, Pilliga and Gwabegar.
Rail
• There are opportunities to develop rail-accommodation-tour packages both independently and in
conjunction with TrainLink NSW.
Air Services
• The retention of RPT air services to Narrabri is essential in supporting business and work-related travel
and retaining revenue generated by these travellers in Narrabri, rather than losing it to Tamworth. The
availability of daily air services between Narrabri and Sydney are also an asset in attracting conferences,
meetings and corporate functions as well as entertainers (Crossing Theatre). As such the proposed
upgrading and expansion of the airport infrastructure and facilities is supported from a tourism
perspective.
• Infrastructure to display and distribute information and promote the attractions and assets of the Shire
should be factored in to the design of the Airport Terminal facilities.
Tours
• With two local tour operators in place, there are a number of opportunities to provide days tours,
accommodation and tour packages and transfer services.