NO VACANCY CONFERENCE - Travel Trends · running and most successful mastheads such as the biggest selling monthly magazine, The Australian Women’s Weekly, and the number-one weekly

NO VACANCY CONFERENCE

MARCH 2013

TURU.COM.AU – THE PLACE TO VISIT BEFORE YOU GO

PRESENTED BY ROBERT GALLAGHER, GENERAL MANAGER - TURU

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TODAY’S AGENDA 3

1. THE MARKET & OPPORTUNITY

2. PRODUCT OVERVIEW

3. PART OF THE BAUER MEDIA BUSINESS

THE MARKET & OPPORTUNITY

THE MARKET SNAP SHOT THE AUSTRALIAN HOLIDAY PARK MARKET IS A DIVERSE SEGMENT OF THE TOURISM

SECTOR GENERATING A SIGNIFICANT CONTRIBUTION TO THE MARKET.

According to research

conducted by Tourism Research

Australia (TRA) the market

generates:

- $1.1B in

accommodation takings

- $7.0B in total travel

spend

From around 1600 holiday

parks with 40 or more powered

sites.

Source: BDO market snapshot – holiday parks: “Distinctively different insights: March

2012“

THE CONSUMER – GREY NOMADS?

Source: Bauer Trader Media: Discover Downunder consumer survey 2013 (n=3848)

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THE PERCEPTION IS THAT THE HOLIDAY PARK MARKET IS PRIMARILY AN OLDER

DEMOGRAPHIC WITH GENERALISATIONS THEY ARE ALL “GREY NOMADS”/“SUN

SEEKERS”

MORE THAN NOMADS… 7

73% OF HOLIDAY PARKS IDENTIFIED FAMILIES AS ONE OF THEIR MAJOR SOURCES OF

CUSTOMERS.

TURU IS OVER INDEXED IN THE OVER 55 AND THE 35-44 SEGMENTS AND HAS A MAJOR

FEMALE SKEW – 57% OF THE SITE’S USERS ARE WOMEN.

31.24%

24.16%

18.83% 17.21%

8.56%

21.86% 21.66%

19.38%

22.40%

14.71%

Over 55 35 - 44 45 - 54 25 - 34 18 - 24

Turu Population

THE HOLIDAY PARKS 8

HOLIDAY PARKS HAVE MAINTAINED STRONG PERFORMANCE THROUGH GOOD TIMES

(AND NOT SO GOOD TIMES).

- Average occupancy – 54%

- Return customers a major factor (book in each

year)

- Consistent performance (bucked the GFC

trend)

HOLIDAY PARK OCCUPANCY 9

OCCUPANCY RATES HAVE REMAINED STEADY YEAR TO YEAR, AND SEASON TO

SEASON. TURU SURVEYED AROUND 100 PARKS IN EARLY 2012 AND 54% WAS THE

AVERAGE OCCUPANCY RATE IN LINE WITH THE 2006-2009 ABS DATA.

Source: ABS Tourist Accommodation Australia Report 8635.0 – March 2009

TWO SPEED TECHNOLOGY USAGE 10

PENETRATION OF TECHNOLOGY WITHIN THE HOLIDAY PARK MARKET HAS BEEN BOTH

RAPID AND SLOW – A WINDOW INTO HOW THE INDUSTRY OPERATES.

- 17% of bookings done over the internet in

2011

- While 38% of domestic visitors used

internet to research trip

- 48% of consumers surveyed in 2013

responded that they used the telephone to

make a booking followed by 23% who

booked online

Source: Discover Downunder consumer survey 2013

Operators such as Big4 and Discovery

Holiday Parks leverage the internet as a

significant sales channel, while some smaller,

remote operators may not even have an email

address, let alone a bookable website.

THE TURU STRATEGY 11

THE PLACE TO VISIT BEFORE YOU GO…

The Turu business was established with a number

of clear objectives –

1) Grow the consumer demand for holiday parks

by leveraging its group media assets (Market)

2) Provide an exceptional consumer experience

to increase bookings for holiday parks across

Australia (Engage)

3) Provide a single entry point for consumers

looking to book a holiday park anywhere in

Australia (Aggregate)

4) Partner with industry bodies, commercial

partners and park operators to generate

strong commercial outcomes (Collaborate)

PRODUCT OVERVIEW

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THE TURU.COM.AU SITE 13

TURU TO DATE

Most comprehensive - Turu is designed to be Australia’s most comprehensive guide to

booking Holiday Parks, Caravan Parks, Camping Grounds and Cabins on the web & mobile

Consumer driven - Consumers can research, plan and contact each holiday park directly

from Turu.com.au and book their next camping holiday in one go.

Tailored for the market - Turu has a range of features to make investigating holiday parks

easy including intuitive search, regional filters along with user generated reviews and ratings

Attracting a new audience – Turu has undertaken an extensive above the line marketing

campaign to build brand visibility of Turu.com.au and drive traffic

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TURU LAUNCHED ON JULY 19, 2012 – SINCE THEN WE HAVE GENERATED OVER 600,000

UNIQUE VISITORS AND OVER 75,000 BOOKING ENQUIRIES

WHO ARE THE TURU USERS

AN ENGAGED AUDIENCE LOOKING TO BOOK A HOLIDAY

AUSTRALIA WIDE

FAMILY ORIENTED

FROM AROUND AUSTRALIA AND

LOOKING TO TRAVEL INTERSTATE

61% OF VISITORS AGED 25-54

54% ARE FEMALE

ENGAGED 10%+ OF VISITORS MAKE AN

ENQUIRY, AVERAGE VISIT ALMOST 4

MINUTES

READY TO BOOK 40% OF TURU ENQUIRIES RESULTED

IN A BOOKING FOR THE HOLIDAY

PARK

“Over 600,000 unique visitors generated almost 75,000 booking enquiries”

“40% of all booking enquiries generated via Turu resulted in a consumer booking”

Sources: 1 Google analytics & Experian web reports 2 Turu consumer survey 2012 – sample size: n802 3 Turu management reports

THE TURU MARKET

NT 0.1%

SA 6.7%

WA 6.1%

QLD 22.5

%

NSW/

ACT 34.4%

VIC 29.4%

TAS 0.9%

PROMOTING HOLIDAY PARKS HOLIDAY PARKS ARE RECEIVING MORE THAN JUST INCREMENTAL BOOKINGS, WE ARE

PROVIDING MARKET INSIGHTS TO ASSIST PARKS TO IMPROVE THEIR OPERATIONS.

PREMIUM PARK SITE

LEADS MANAGEMENT

OUR AIM IS TO BE THE NUMBER 1 CONSUMER

SITE FOR HOLIDAY PARK BOOKING IN

AUSTRALIA

TRACK YOUR TELEPHONE CALLS & EMAILS

CENTRALLY AND NEVER MISS A BOOKING

ONLINE BOOKING

BOOKING FUNCTIONALITY DEVELOPED TO CREATE

INTEGRATE D DIRECT TO PARK MANAGEMENT

SYSTEMS (PMS)

55% of missed calls to a holiday park resulted in a booking to another park or a lost customer. People like to book over the phone as well as online – 48% of bookings were done over the phone.

Sources: 1 Turu call reporting statistics (July 12 - Jan 13) 2 Discover Downunder customer survey – Jan 2013 – n.3713

THE TURU TECHNOLOGY THE TURU BACK END TECHNOLOGY ALLOWS PARKS TO CONTROL THEIR OWN LISTING,

UPDATE IMAGES & CONTENT AND INTEGRATE VIA PMS FOR ONLINE BOOKING

PARK DASHBOARD ONLINE BOOKING

VIEW REAL TIME STATS ON BOOKING

ENQUIRIES

REVIEW & RESPOND TO CONSUMER REVIEWS

UPDATE PARK CONTENT DIRECT OR API

ACCEPT ONLINE BOOKINGS DIRECT TO

PARK MANAGERMENT SYSTEM (PMS)

KEEP TRACK OF BOOKINGS IN REAL TIME

PROVEN INDUSTRY TECHNOLOGY

PERFECT FOR PARKS LOOKING TO GO

ONLINE

TURU - PART OF THE

BAUER MEDIA BUSINESS

TURU – A BAUER MEDIA BUSINESS 20

AUSTRALIA’S LEADING MAGAZINE PUBLISHER AND PART OF THE INTERNATIONAL

BAUER MEDIA GROUP ONE OF THE MOST SUCCESSFUL MEDIA COMPANIES IN THE

WORLD.

• Bauer Media publishes over 80 magazines in

Australia with 46 audited titles selling around 85

million copies each year.

• The portfolio includes some of the longest-

running and most successful mastheads such

as the biggest selling monthly magazine, The

Australian Women’s Weekly, and the number-

one weekly magazine, Woman’s Day

• Other Bauer titles include the travel focused

assets Discover Downunder, Caravan World,

4x4 Australia, Australian Geographic Outdoor

and many travel supplements/features.

Turu provides a strong digital platform for Bauer Media to expand its market share of the travel category

by delivering an end-to-end consumer journey from inspiration (magazines) through to action (Turu).

SOURCES OF INSPIRATION 21

A RECENT HOLIDAY PARK USER SURVEY IDENTIFIED THAT PARK VISITORS TAKE

INSPIRATION FROM A RANGE OF SOURCES – BAUER MEDIA IS WELL PLACED TO

DELIVER WITH A PRESENCE IN TWO THIRDS OF THE KEY INSPIRATION SOURCES.

Caravan World

BAUER MEDIA GROUP 22

PART OF AUSTRALIA'S LEADING PUBLISHER (PRINT & DIGITAL), WE CAN ALSO DELIVER

INTEGRATED CAMPAIGNS ACROSS A RANGE OF GENERAL PROPERTIES

Woman’s Day

Discover Downunder

4 x 4 Australia

And much more…

Aus. Geographic

TradeRVs.com.au

Woman’s Weekly