Self-drive tourists are very important to many communities. Understanding this market segment and what it values in touring routes is vital in planning a successful tourism destination.
New research from the Sustainable Tourism Cooperative Research Centre (STCRC) shows these touring holidays are very proactively and independently pre-planned, with the internet and word of mouth being the most popular sources of information. The attributes of a good touring route were also investigated.
CEO of STCRC, Ian Kean says:
“This report contains valuable information for motoring organisations and tourism destinations around Australia who depend on self-drive visitors. Motoring holidays have long been the back-bone of domestic tourism, and this research reinforces the current and future importance of the freedom and flexibility of this mode of travel to Australians.”
You can download the report FREE at http://www.crctourism.com.au/BookShop/BookDetail.aspx?d=564
Self-drive touring was most popular with people aged 31-45 (31%) and the 46-65 age group (also 31%). Just over 20% of those surveyed were 18 to 30 years old with the over 65s representing 18% of the survey group
Cars represented the main form of holiday transport with one quarter of these towing a caravan, while motor homes were used by 12% of travellers. The second most popular form of transport was fly-drive touring holidays.
Fifty% of those surveyed said their trips were usually between four and seven nights with motels the most popular accommodation option (54%) followed by caravan parks at 47 percent. 26% sought bed and breakfast accommodation or camped during their break.
The main motivations were:
These holidaymakers like the freedom to do whatever they like whenever they like and to have an independent holiday that allows them to engage in a variety of activities.
The research also explored what were considered the attributes of a good touring route with responses including:
STCRC was established under the Australian Government’s Cooperative Research Centres program in 1997, and has grown to be the largest dedicated tourism research organisation in the world.
STCRC was formed to underpin the development of a dynamic, internationally competitive, and sustainable Australian tourism industry.
In consultation with a broad cross section of stakeholders, STCRC undertakes research into the strategic challenges facing Australian tourism and produces reports, information, tools and product s to improve business practices and inform policy development.
Watch for regular PWF updates on STCRC research findings.