Victoria's Spa and Wellness Tourism Action Plan 2005-2010

Appendix A: Spa and wellness Research

National Visitor Survey

The National Visitor Survey (NVS) is an origin-based national telephone survey produced by Tourism Research Australia (TRA). Around 80,000 Australians aged 15 years and over are interviewed each year. In terms of spa tourism, the NVS measures the number of visitors who visited a health spa on their trip. The NVS does not record the number or the type of health spas they visited. The NVS records information on domestic overnight visitors and domestic daytrip visitors.

International Visitor Survey

The International Visitor Survey (IVS) is conducted on behalf of Tourism Research Australia (TRA) by AC Nielsen Research. About 20,000 interviews are conducted each year at Australia's major international airports ( Sydney, Melbourne, Brisbane, Cairns, Perth, Adelaide and Darwin ) with international visitors who have stayed in Australia for less than 12 months. The interviews are conducted as the visitors are departing the country. Similar to the NVS, the IVS does not record the number or type of health spas visited.

Holiday Tracking Survey

Conducted by Roy Morgan Research, the Holiday Tracking Survey is an ongoing tracking survey of holiday and leisure travel and provides detailed information on travel preferences, intentions and behaviour, destination associations, holiday types, brand specific information, attitudes towards holidays and travel plus advertising awareness. It is linked to Roy Morgan’s Single Source Survey for which over 50,000 Australians aged 15 years and over are interviewed each year.

Roy Morgan Values Segments

The Roy Morgan Values Segments provide a segmentation of the patterns of thinking and responses of people that are drivers of change and choice. Demographics are used to know who respondents are in terms of their gender, age group, socio-demographic status, level of education and so on. Values Segments provide a second dimension - depth of understanding - that helps to explore motivations and reasons for purchase and the choices people make.

Roy Morgan Values Segments provide insight into:

  • how people think
  • what motivates them to act
  • how they perceive themselves (at work/at home)
  • the self image they want to project
  • what they seek in life and their aspirations
  • what type of communication is likely to motivate them
  • what channels of communication can effectively reach them.

The Values Segments are based on people’s pattern of responses to six distinct dimensions of behaviour. The six dimensions are:

  1. Quality - how high or low are the expectations of quality.
  2. Individualism - how much emphasis is on'I' versus'we'.
  3. Life Satisfaction - high or low levels of satisfaction with life.
  4. Innovation - level of attraction to new things and ideas.
  5. Conservatism - traditional versus progressive social attitudes.
  6. Price - willingness to pay high or low prices per unit.

A short description of the ten Values Segments, including travel behaviour, is outlined below.

Basic Needs (approximately 3 per cent of the Australian population)

This pattern of thinking is usually associated with people who are retired, pensioners or on social security payments and who have an active community focus to their lives. They also tend to be people on sickness benefits or workers compensation who have to reduce their expectations in line with their income.

Basic Needs have a low incidence of holiday travel. When they do travel, they tend to stay with friends or relatives, or use accommodation within caravan parks. This segment is also more likely to use trains as a mode of transport. While the primary purpose for travel is to visit friends or relatives, this segment also likes to gamble (i.e. play pokies and bingo) while on holiday. The low discretionary income of this segment is reflected in the low overall cost of their holidays and greater use of package tours.

A Fairer Deal (approximately 5 per cent of the Australian population)

This pattern of thinking is generally found amongst unskilled and semi-skilled workers who left school to start learning from friends who share blue-collar values. The spectra of unemployment, family pressures, the day-to-day struggle with rent and such basic worries as keeping wheels on the road - all lead to a feeling of getting a raw deal out of life. These people are most likely to have a low level of satisfaction with their standard of living and life as a whole.

This segment takes fewer holidays than average. When they do take holidays they are more likely to stay with friends and relatives, go camping, or use cabin accommodation. This segment is also more likely to use buses and trains on holidays. Along with visiting friends or relatives, this segment enjoys nature-based holidays, going to pubs and nightlife.

Traditional Family Life (approximately 20 per cent of the Australian population)

This pattern of thinking personifies middle-aging Australian home owners or empty-nesters with a relatively stable income that meets the needs of a smaller household from which the children have moved out to start their own families and lifestyles. Energies revolve around being grandparents or getting children home for visits or to keep in touch. Health and spirituality dominates sense of meaning and purpose in life and being well-respected in the community is very important.

People from the Traditional Family Life segment are keen holiday tourers, which is reflected in the high use of caravans and campervans. A planned itinerary is a priority, hence the greater use of package tours and bookings through tour operators. This segment tends to stay in comfortable but value accommodation, such as standard hotels and motels with no surprises. Sightseeing is an important aspect of their holiday experience, with a greater tendency to visit museums, art galleries, historical places and wineries. Visiting friends or relatives is also an important aspect of the TFL’s holiday experience.

Conventional Family Life (approximately 9 per cent of the Australian population)

This pattern of thinking is most closely associated with younger and midlife families devoting all their time and effort into building a home to give children the opportunities they deserve. Basic living standards are important to them as they strive to improve their home, enjoy family life and have enough time to keep in touch with parents and friends. Life revolves around the need to live within one income while meeting never-ending demands for more time and money to satisfy family needs. A part-time job is often required to pay for the extras, the children’s education or to save for a family holiday.

This segment takes fewer holidays than average and tends to travel intrastate in order to meet the family budget. They stay in rented accommodation with the family and generally use the family car. They participate in outdoor holiday activities such as fishing, swimming and surfing, bike riding and horse riding. Fitting in with the family theme, this segment is also more likely to visit entertainment and theme parks.

Look at Me (approximately 11 per cent of the Australian population)

This pattern of thinking is associated with active, unsophisticated, somewhat self-centred and peer-driven behaviour that sees success as a kind of game, not to be measured by family standards. This is the'decibel generation' that lives in McDonalds, drinks Pepsi, burns up money, spends hours watching commercial TV and can’t wait to be somewhere else.

The Look At Me segment takes an average number of holidays, but lacks the necessary budget to travel interstate or overseas. Their low budget is reflected in a higher use of holiday houses, camping and cabin accommodation and youth hostels and backpackers. Due to the general age and budget of the segment, buses, trains and cars owned by friends or relatives are most commonly used to reach holiday destinations. Social activities such as cinemas and nightlife are popular holiday activities, as well as outdoor adventure activities like snow skiing, waterskiing, and sailing. This segment is also likely to visit theme parks.

Something Better (approximately 8 per cent of the Australian population)

This pattern of thinking is associated with people who are competitive and seek to clinch a bigger, better deal that will help pay off an excessive mortgage on the new family home or extensive debts in an elaborate effort to be more powerful. Planning for a move to a better neighbourhood with better schools for the kids often requires long hours, a search for overtime or commissions and a high pressure work and family environment.

The Something Better segment takes a less than average number of holidays. When holidaying they tend to use youth hostel and backpacker accommodation or go camping. Popular holiday activities amongst this segment include outdoor activities such as fishing, sailing, swimming and other beach activities, as well as gambling with a tendency to visit casinos and play poker machines.

Real Conservatism (approximately 4 per cent of the Australian population)

This pattern of thinking is associated with people who are mature and mid-career, holding conservative social, moral and ethical values while seeking a disciplined, ordered society that is safe and predictable. These generally authoritarian, blue-chip investments and business-oriented individuals feel very much in control of their lives. A super-cautious approach to change, new things and ideas often reflects a rural Background of property, asset-rich but income-poor status or an urban view of themselves as a member of the establishment.

The Real Conservatism segment travels with average frequency. They tend to travel with their partner and are more likely to travel with tour groups. This segment has a tendency to stay in rented accommodation or at their own holiday property. Visiting historical places and playing the pokies are popular holiday activities.

Young Optimism (approximately 8 per cent of the Australian population)

This pattern of thinking is usually associated with young professionals, technocrats and students focussed on achieving a good career and overseas travel. This segment seeks opportunities to improve prospects in life, have a sense of fulfilment and a chance to enjoy an outgoing lifestyle. This pattern of behaviour is most often found in the inner city cyber-cafes, apartments and specialty shops that offer a cosmopolitan lifestyle.

The Young Optimism segment travels frequently. They are the segment most likely to have traveled overseas, reflecting their need to seek new experiences and adventure. This is also reflected in their high use of commercial transport such as airlines, cruise ships, buses and trains. This segment tends to travel alone or with a small group of friends and is likely to stay in budget backpacker and hostel accommodation. While on holiday they tend to participate in social activities such as shopping, attending theatre and musical performances and enjoying nightlife. This segment also attends arts festivals, participates in sports (such as skiing, bike riding, and adventure activities) and prefers holidaying in cities.

Visible Achievement (approximately 19 per cent of the Australian population)

This pattern of thinking is associated with wanting proof of having made it up the seemingly never-ending social ladder, demonstrated by the swimming pool, the Jaguar or Mercedes and an exclusive private school education for the children. This segment seeks personal recognition, higher incomes, job satisfaction and other tangible rewards of success such as travel, recreation and high quality homes and vehicles which are visible examples of good living.

The Visible Achievement segment travels frequently and spends big on holidays. As with other purchases, they look for quality and value for money in their holidays. For those with family, holidays are a chance to spend time with the children. This segment enjoys playing golf and tennis and generally stays in luxury hotels, serviced apartments and bed and breakfast accommodation.

Socially Aware (approximately 14 per cent of the Australian population)

This pattern of thinking is usually associated with the highest socio-economic group in the community and is linked with public servants, pressure groups and politicians of all political colours. These'insatiable information vacuum cleaners' are addicted to discovering, or trying, anything new or different. Decisions aren’t made lightly by this segment; they tend to argue through the facts and figures but end up buying the latest and the brightest anyway, just because they have to have it.

The Socially Aware segment has the highest frequency of travel amongst the Values Segments and spends big on holidays. Frequency of overseas travel is also higher for this segment than for others. When holidaying, this segment prefers visiting destinations - such as Tasmania and the Northern Territory - that provide an opportunity to explore and offer new and different experiences. This segment enjoys planning their holidays and seeks value flexibility; hence transport, accommodation and other services are usually booked directly with the service provider. They tend to stay at boutique accommodation such as bed and breakfasts and luxury hotels. Cultural activities such as attending musical and theatre performances and arts festivals and visiting galleries and museums are popular activities amongst this segment, as are dining out at restaurants and visiting wineries. Outdoor and nature activities are also popular holiday activities.

Developed in conjunction with Colin Benjamin of The Horizons Network