australian hospitality conference - hobart 3sep12

STARRY EYED: THE NEW STAR-RATING

SYSTEMChris Pattas

AAA Tourism

No-One Wins with Self-Rating

2000 executives were asked by a Business Week survey:

"Are you one of the top 10% of performers in your company?"

90% said "Yes"!

8.4 Million Auto Club Members

Motoring, Travel, Insurance, Finance

Where to Go? Where to Stay?

What to See and Do?

Inform Me

(Plan)

Make It Easy (Book)

Motivate Me

(Interest)

Help Me Enjoy It

(Tools)

Share It

(Opinion)

Inspire Me

(Dream)

Media

Club Channels

Print

Website

Email

General/Social Media

Tools

Directory, Search

Mapping

Deals

Booking Engine

How We Engage With Members

Our Online Reach

• Immediate branding (STAR-rating)

• Online commission-free bookings

• We make your phone ring

• We send travellers to your websites

• Rich imagery & video of your business

• Unique access to 8.4 million Auto Club members

• Destination marketing

• Face-to-face relationship

Our Points Of Difference

Our Members Can & Do Travel

• Nearly 5,000 RACV members responded by email in an April 2012 travel accommodation survey

• Holiday within the last 12 months

• At least one night accommodation

They Travel Frequently

• 65% had travelled two or more times for short holidays (1-2 nights)

• 57% had travelled two or more times for longer holidays (3 or more nights)

• There was a growing preference for long weekend and week-long trips

• 64% involved more than one person in planning

• 46% were couples

• 48% were 3+ people

• “To Relax” was most common reason

Members Travel For Many Reasons

Our Members Travel Domestically

• 42% travelled more than 50km to outer Melbourne or Regional Victoria

• 20% travelled overseas

• 20% travelled to NSW or Queensland

Melbourne VictoriaNSW QLDOther Aus State Overseas

• 70% prefer to book directly with the accommodation property (phone, email, online or in person)!

• Convenience (61%)

• Ease (45%)

• Cost (32%)

• Accuracy (18%)

Property by Phone Property Direct OnlineProperty via Email Property Direct in PersonBooking Website Travel AgentOther

Members Prefer Direct Contact

• 90% were influenced by a property’s Star rating

• 43% use printed travel guides to plan or book travel

• Print helps to drive or reinforce online actions

• 11% went on holiday as a result of seeing a good deal advertised

Members Influenced By Several Things

Star-ratings Are Trusted

Star-ratings Are Known

THE CHAMPION OF ACCOMMODATION

STANDARDS

Star Ratings Refresh

Strong Visual Identity

Initial Results Are Pleasing

Initial Results Are Pleasing• Up to 2 year

moratorium to allow investment

• Strong growth this year in new licencees and renewals

• Small investment

• The Champion of Standards

Key Client Support

• Independent, trusted, official, supported

• Guest ratings are not consistent

• Self ratings don't have the same credibility

Why Star Ratings Are Important

Today, consumers who travel have many choices. Australian accommodation providers must compete globally to remain relevant.

“The problem is a lack of consistency in 3, 4 and 5-star product. If we do want to play genuinely globally, we need that our 3, 4 and 5-Star means 3, 4 and 5 Star as it would in a lot of international countries. There are parts of Asia who would look at some of our 4 and 5-Star properties and they would be superior.” Andrew McEvoy Chief Executive Officer Tourism Australia

“The sad fact is that much of Australia’s accommodation is outmoded and outdated and Chinese visitors, in particular… are used to very modern facilities in their own country. There is a great challenge in Tourism to invest in the modernisation of facilities. We need to see an increase in investment to realise the potential.” Hon. Nick Sherry Assistant Tourism Minister Commonwealth of Australia

The New Star-rating System

STARRY EYED: THE NEW STAR-RATING

SYSTEMChris Pattas

AAA Tourism