4. How We Engage With Members
Tools
Inspire Motivate Directory, Search
Me Me Mapping
(Dream) (Interest)
Deals
Booking Engine
Share Inform
Media
It Me
(Opinion) (Plan) Club Channels
Print
Help Me Make It Website
Enjoy It Easy
Email
(Tools) (Book)
General/Social Media
5. Our Members Can & Do Travel
• Nearly5,000 RACV members
responded by email in an April
2012 travel accommodation
survey
• Holiday within the last 12 months
• At least one night accommodation
6. 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
7. Members Travel For Many Reasons
50%
• 64%involved more than one
person in planning 38%
• 46% were couples
25%
• 48% were 3+ people
13%
• “To
Relax” was most
common reason Special Occasion
Enhance Health & Well Being
New Experience
Visit Family & Friends
Something Nice For Me/Us
0%
To Holiday With Loved Ones
To Relax
8. Our Members Travel Domestically
Melbourne Victoria
NSW QLD
Other Aus State Overseas
• 42% travelled more than
50km to outer Melbourne or
Regional Victoria 7%
18%
• 20% travelled overseas
14%
• 20%
travelled to NSW or 35%
Queensland 13%
13%
9. Members Prefer Direct Contact
Property by Phone Property Direct Online
• 88% prefer to book Property via Email Property Direct in Person
directly with the Booking Website Travel Agent
Other
accommodation property
(phone, email, online or in
person)! 7%4%
27%
• Convenience (61%) 19%
• Ease (45%)
4%
• Cost (32%)
13%
• Accuracy (18%) 26%
10. Members Influenced By Several Things
• 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
14. Why Drive Tourism Matters
• 66% of visitors travel within their
state
• Domestic tourism is larger than
international tourism
• Private car represents over 80%
of domestic tourism
• Launch of the "Drive Australia"
national drive tourism initiative
later this year by all Australian
Auto Clubs
• Our reach is unique. Our story is
compelling.
15. Why Star Ratings Are Important
• Independent, trusted, official,
supported
• Guest ratings are not consistent
• Self ratings don't have the same
credibility
19. What Some Clients Believe
• “Print is in decline”
• “I get no bookings from guides”
• “Only want to do online”
• “I get most of my business online”
• “I have a website”
• “It doesn’t cost me anything upfront”
• “No-one uses guides anymore”
20. Online Travel Agents
$400
$40
$360 (invisible cost)
200 bookings p/m 200x$40x12=$96,000
per annum
High Volume, Low Margin,
Hidden Huge Discounting Cost (10% - 20%)
Competes with Property Website
Blocks Interface With Customer
21. Search Engines
$400
$400
Highly competitive, Website Investment,
Good for Branding, Direct Contact
Builds Loyalty, Needs Mobile Investment
Requires Continual Online Investment
22. Our Print Media Advertising
$400
$400 1m Guides
& eBooks
Is Used In The Early Stages Of Planning
Good for Branding & Awareness
Perception Of Quality & Reputation
Direct Contact With Customer
Evolution To eBooks
23. Our Digital Media Advertising
$400
8.4m Members
$400
Good For After Hours Support
Good for Branding & Awareness
Direct Contact With Customer
Leverages Images & Video - Key Influences
No Commission, No Discounting
24. Our Points Of Difference
• Immediate branding • Richimagery & video of
(STAR-rating)
your business
• Onlinecommission-free • Unique access to 8.4
bookings
million Auto Club
• We make your phone members
ring • Destination marketing
• We send travellers to • Face-to-face relationship
your websites
25. NEED MORE INFO...
• AAA Tourism is a subsidiary of the Australian
and NZ Auto Clubs
• We work with accommodation and leisure
clients to maximize their exposure to Australia’s
7.1 million auto club members
• We make your phone ring with enquiries and
we send people to your website
• We provide online, live, commission-free
bookings direct to your accommodation
property
• www.AAATourism.com.au
• Email us at info@aaatourism.com.au
• Call us on +613 8601 2200
