Contiki Research Report 2011 - Style.Miles

YOUTH INFLUENCES

TRAVELLER PROFILE

GLOBAL TRENDS

ABOUT CONTIKI

APPENDIX

st yle mile s

OVERVIEW

ReseaRch RepoRt 2011

OVERVIEW

YOUTH INFLUENCES

TRAVELLER PROFILE

GLOBAL TRENDS

ABOUT CONTIKI

life st yle on and off the road.

APPENDIX

a life le ss ordinar y.

Speaking of lifestyle, we couldn’t help but dig a little into the

moment that would make even our mate Oprah proud.

18-35’s connectivity cravings. Findings? Mobile technology is as much a part of their lives while travelling as it is at home, and it is further integrating into travel inspiration, aspiration, planning and

lives on beyond the happy snaps saved on their hard drives. Yes,

peer-to-peer communication.

long after the last pirozhki has been devoured and their passports packed away, travel memories continue to enrich the lives of 18-35’s

Contiki loves, lives and breathes travel, and our trips ever-evolve with

in a very tangible way via food, fashion, music and the arts.

the needs of modern young travellers. More than ever, experiences based around food, fashion, music and the arts are integrated into

Letting the holiday live on long after arriving home? We think these

our itineraries and offer authentic touch points into a destination

savvy Aussies are onto something…

and its unique culture. Plus, our expert Tour Managers always point interests while overseas, making a truly bespoke journey for each

the rise of the “iTraveller” – a generation of intellectual young

and every traveller.

adventurers whose interests lay in experiencing the authentic character and culture of a destination. To remain on the pulse of this

So read on as Contiki introduces you to today’s modern young traveller.

dynamic demographic, the annual research has since delved into

GLOBAL TRENDS

travellers in the right direction to pursue and develop their everyday Five years ago, the inaugural Contiki Travel Trends research hailed

TRAVELLER PROFILE

For today’s young travellers, that last trip through Russia and Scandi

YOUTH INFLUENCES

It would seem our Aussies aged 18-35’s have had an “ah ha”

OVERVIEW

introduction

the relationship between young travellers and sustainability, work/ ABOUT CONTIKI

life balance and finance habits.

In 2011 international and domestic travel once again rank as the number one aspirations of young Australians. But suspecting that young people were investing more of their everyday lives into their travel and on the flip side, more travel into their everyday lives this year’s extensive national research, entitled Style Miles, probed this notion of cultural exchange: where “home” interests (food, fashion, influences and brought back to be entrenched into the everyday.

Beats another I♥NY t-shirt!

Managing Director Contiki Holidays

APPENDIX

music and the arts) are taken “away”, cultivated with foreign

Fiona Hunt

OVERVIEW

conte nts

YOUTH INFLUENCES TRAVELLER PROFILE

Overview Executive Summary 08 | Research Methodology 09 | Research Snapshot 11

Food for Thought 14 | Vogue Traders 16 | Following the Beat 18 | Art and About 20 | Analysis 22

traveller PrOfile

GLOBAL TRENDS

YOuth influences

Cents and Sensibility 26 | Travel Tally 28 | Style Guide 30 | Type-Set 32 | The Plugged-In Crowd 34

Where They Have Been 38 | Where They Want to Go: Europe 40 | Asia 42 | USA 44 | South America 46 | NZ 48

abOut cOntiki

ABOUT CONTIKI

GlObal trends

History 52 | Timeline 54

The Survey 57

APPENDIX

aPPendix

OVERVIEW

YOUTH INFLUENCES

GLOBAL TRENDS

a snapshot of the results.

TRAVELLER PROFILE

ove rview

ABOUT CONTIKI

APPENDIX

OVERVIEW

e xecutive summar y cultural exchange continues, with around a third altering their

aspirations of today’s young Australians with international

fashion style due to what they saw on the streets abroad.

YOUTH INFLUENCES

Like gondolas on a Venetian canal, travel dominates the travel topping the charts closely followed by domestic travel.

Perhaps victim to their time-poor everyday lives, while 59% of young

their everyday interests back home?

Australians get arts at home, a much larger proportion (74%) are TRAVELLER PROFILE

But what’s on the agenda once away, and how does it relate to

lurving the Louvre and other arts-filled pursuits while away. Art and The key revelation of the research is that today’s youngsters treat

soul-style cultural exchange? Sold! 73% are investing in local artworks

globetrotting as an extension of their lifestyles, incorporating their

to take home.

interests into their exploration and their discoveries into life back home. So, what are the most important lifestyle elements of today’s

Also provided in the Style Miles report is an in-depth profile on

young Australians?

today’s young traveller: from the types of trips they are taking to what they are saving for and how often they are travelling. And you simply cannot talk 18-35’s without touching on connectivity. We’ve

more, 97% feel it is the most important element of travel. From

uncovered that technology dominates communication while away,

watching Kylie Kwong’s “My China” on telly to firing up their

with texts, emails, status updates and checknology (like FourSquare)

own woks in a cooking class in Yangshao, young Aussies’ food

driving snail mail to near extinction. 18-35’s hit the tech hard when

obsession is infiltrating their travels in a big way. And once home

thinking about and planning their travels. Unsurprisingly, most use

they’re recreating their foreign foodie affairs via cooking, seeking

the internet to compare prices, but the role that blogs, peer-to-peer

new restaurants and translating these international experiences into

input and social networking play in their travels is also important.

GLOBAL TRENDS

Food is number one, important to 96% of young people. What’s

ABOUT CONTIKI

their at-home diet.

From following Facebook habits to following their footsteps, Contiki Just a few notes behind, music is important to the everyday lives

also spotlights where young travellers have been and where they

of 88% of Australians aged 18-35. Beats without borders? You

are going over the next three to four years.

betcha! 77% want to experience local music while away, with a range of activities strumming their chords, like seeing local bands,

Travel no longer exists as an independent bubble which floats in a

visiting places of musical importance, frequenting festivals and more.

disconnected way to their everyday lives, popping when they return home. 18-35’s are taking an active role in pursuing their interests while travelling then enriching their everyday lives with pieces of the

hitting the shops once overseas, and a sizable chunk are engaging

travel pie. Talk about under the influence of travel!

APPENDIX

Fashion is a passion for 60% at home, yet a stylish 87% are also in other retail-related activities on the road. Once at home the

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OVERVIEW

research methodology This research was commissioned by Contiki Holidays and conducted by Lonergan Research.

The study comprised of 1,005 respondents aged 18-34 years who have aspirations for travel in the next three to four years. Participants were either single or double income adults with no kids.

The survey was conducted online through a permissionbased panel. The sample was stratified by age, sex and area and, following the completion of field work, was weighted by age, sex and area to reflect the latest ABS (Australian Bureau of Statistics) population estimates.

re se arch snapshot 3 million young Australians intend to travel overseas in the next three to four years with 1.9 million (63%) depositing dollars for it.

2.5 million 18-35’s intend to explore our shores in the next three to four years with 848,000 (34%) saving to make it happen.

Adjust your frequency, 52% of aspiring young travellers are planning a number of overseas trips in the next three to four years.

Young Aussies have visited an average of 3.5 countries in the last three to four years.

TRAVELLER PROFILE

Carte blanche! Escorted travel ticks the box with most (66%) young Aussies, who want a holiday which includes an element of tailor made (mix of sightseeing, culture and adventure) when travelling somewhere for the first time.

Exploring multiple countries on a single continent floats the boats of half of (50%) aspiring international travellers, followed by extensive travel around a single country (41%).

Viva la food: 96% of 18-35’s say food is their raison d’être, while 96% think experiencing local food is an important element of travel.

GLOBAL TRENDS

Time to face the music; it is, after all the second most significant lifestyle component for young Aussies, important to 88%. 77% want to experience the local music while overseas with 76% of those bringing local music home with them. À la mode! Fashion is important to 60% of young Australians, and up to 82% visit iconic shops and areas overseas while 78% adopt local style back home from their travels.

Where for art thou? Indulging in the arts while travelling (74%) is more important to young Australians than at home (59%) while 73% of

ABOUT CONTIKI

young Aussies like to bring some local art back for their bedroom walls Online time? Email (93%) and social networking (85%) dominate for young Aussies. Status updates, location check-ins and email are the main communications methods for young Aussies while away.

The internet is changing the way 18-35’s travel: 83% use it to find good deals; 78% hunt down destination ideas; 71% research using blogs and review sites; 69% read other travellers’ stories; 61% seek peer-to-peer advice about specific places to go and 57% seek advice on destination choice; 52% arrange rendezvous’ with friends living overseas; and 35% post a pre-trip countdown.

APPENDIX

.

YOUTH INFLUENCES

. . . . . . . . . . . .

The most popular region for young Australians is Asia, with 53% having visited it in the last three to four years followed by Europe (30%), the Pacific (26%) and the Americas (23%).

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OVERVIEW

onto ye old information super highway recently, the proliferation in popular culture of food, music, dance, fashion and the like suggests a cultural revolution

TRAVELLER PROFILE

if you’ve flicked on the plasma or detoured

YOUTH INFLUENCES

youth influe nce s is raging. but has the dominance of and australia’s Got talent influenced the lifestyle pillars of today’s 18-35s? and, if so, how does travel fit into the jigsaw? does their lifestyle inspire their travels or

GLOBAL TRENDS

Masterchef, Project runway, australian idol

their travels inspire their lifestyle?

contiki has it all here first hand.

ABOUT CONTIKI

don’t bother Googling the answer, read on as

APPENDIX

OVERVIEW

YOUTH INFLUENCES

food for thought what’s cOOkinG in the busY lifestYles Of tOdaY’s 18-35’s?

Half have tried to cook dishes they ate overseas when back

based reality television and the rise of the celebrity chef, the art

home (although mastering the fresh pasta made by nonna at that

of cooking and the experience of eating out have saturated all

unforgettable Tuscan dinner at Montebuoni could take quite some

areas of Australian pop culture. Much to the delight of young

time). Perhaps in an attempt to savour that tapas they tasted in

Aussies: almost all (96%) agree food is the most important element

Madrid, 45% are frequenting restaurants which feature cuisine from

of their lives.

the places they visited, while a quarter of young travellers have

TRAVELLER PROFILE

Food glorious food! Demonstrated by the proliferation of food-

changed their diet based on foods they ate whilst travelling.

Reality check: today’s young Aussies are no longer knives with Matt Preston on MasterChef is not for everyone, but young Australians want to be masters of what’s on their lifestyle plate. With both food and travel synonymous with broadening horizons, trying

57% tried tO cOOk dishes theY ate Overseas

GLOBAL TRENDS

content to watch and mouthwater. Of course, butting

The older of the young Australian set (those aged 24-35) are more likely to have been impacted long-term by food on their travels. 57% tried to cook dishes they ate overseas when at home (versus 43% of 18-

new things and enjoyment, many are cooking up trips to enrich their

24’s); 50% frequent restaurants which make food from the places

palates and explore their passion for food.

they travelled to (versus 39% of 18-24’s); and 26% changed their ABOUT CONTIKI

diet based on food they ate while travelling (versus 20% of 18 -24’s).

Experiencing the local’s approach to food is the most important element of travel for 18-35’s today. You can’t argue with 97% of

Need a digestivo folks? The insatiable appetite of today’s young

them! After all, the rituals surrounding food and the act of sharing

people for food culture extends well beyond their own TVs, kitchens

a meal can offer great insights into a culture and strengthen bonds

and trendy suburban eateries; it ranks as the most important

between friends, old and new.

lifestyle factor in their travels. And its influence doesn’t stop there.

To remain connected to travel experiences, many have integrated their culinary crusades into their everyday lives back home. Now

customs and excise authority go into a tail-spin 18-35’s gastronomic

that’s food for thought.

APPENDIX

Take-away? Yes please! But before the good men and women of our souvenirs come in the form of inspiration and experimentation motivated by their tasty travels.

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OVERVIEW

YOUTH INFLUENCES

vogue trade rs dO clOthes Maketh the Man (and wOMan)?

Mirror, mirror on the wall, what is the fashion focus for these

60% of young Australians, who cite fashion as an important part

young Aussies abroad? A reflection of the natives, that’s what.

of their lives. Breaking it down state-side, leading young Australia’s

Experiencing the local approach to fashion is important to 57% of

fashion-forward are Victorians (67% citing it as important in their

young Australians and 78% are keen to take this further, as in all

lives) followed by South Australians (60%) and those from NSW/

the way back to Oz, bringing local styles to show off to the fashion

ACT (59%). But does fashion take a (cat)walk when the backpack is

fans back home.

TRAVELLER PROFILE

Yes, when it comes to travel, it appears they do. According to

zipped? Apparently, quite the opposite.

enjoy visiting iconic fashion shops

and

when travelling.

precincts Window

shopping at Prada, Gucci and Louis Vuitton in Milan’s

34% have altered their stYle after travellinG

For many 18-35’s this dalliance with foreign fashion is anything but GLOBAL TRENDS

82% of young Australians

a fling. Travel has a much deeper impact on their wardrobes once home. Nearly half (41%) have purchased an iconic item to wear at home that reminds them of their time away. 34% have actually altered their fashion style after travelling, either via new ideas they picked up from local styles (27%) or have shifted their personal styles due to the items they purchased while overseas (24%).

Galleria Vittorio Emanuele II anyone? Four out of five tune into the Remembering that fashion is rarely just about practical coverings

and three quarters invest in new clothes while away. Clearly Aussies

for the body, and regularly linked to a person’s identity, young

aged 18-35 don’t want A380s to be the only birds they see cruising

travellers’ discovery and absorption of new ideas and styles could

down runways while travelling: 51% are keen to see a fashion show

perhaps represent a leap towards a more globalised identity. An

while away.

opportunity that clearly hasn’t escaped the rag trade, with many

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local scene by checking out the different fashion styles of the locals

big brands now spread far and wide to meet the demands of a growing globally minded fashion community - think the 2011 launch

motivator for our fashionistas while travelling. 87% are shopping

of Zara in Melbourne and Sydney and the much-anticipated arrival

for clothes with a strong AUD, while getting on-trend ahead of time

of a dedicated TopShop store on our shores come Christmas: oh-

by shopping a season ahead of the southern hemisphere suits a

so-much commotion among converts who undoubtedly had their

quarter (26%) to a perfectly-designed tee.

first taste of such brands while abroad.

APPENDIX

Getting ahead, both financially and on the trend-o-meter, is a key

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OVERVIEW

YOUTH INFLUENCES

following the be at can YOu hear the beat? park to the local riffs played on the radio) and 85% have a fancy

their travel, music and heart beats. Although food is the lead singer

for festivals.

TRAVELLER PROFILE

For today’s Aussies aged 18-35 a major convergence exists between in the everyday lives and travels of today’s young people, music is

Examining the sweet marriage between the rhythm of remuneration

most definitely the backing track.

and the blues of travel, we’ve discovered that those earning less (Johnny) cash rate musical experiences as more important. A

of young people’s lives. The lowdown on the youth of 2011 is that

whopping 91% of people earning under $40K annually enjoy visiting

88% are singing its praises denoting the notes as important. But

music festivals versus 84% earning over $70K. Similarly, 92% of

how do their top tracks relate to their travel tracks?

lower income earners (under $40K) enjoy listening to local music

For many, music itself leads the way for their journeys. Half (48%) would visit a particular destination due to its musical associations, like a little Lennon-loving in Liverpool or fact, 12% have practised a little less conversation and a little more action

and bands compared to 86% of their high income earning ($70K plus) counterparts.

Rihanna nailed it for three quarters of young Aussies when she belted out “Please Don’t Stop the Music”!

To ensure the memorable melodies of their travels

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getting their grunge on in Seattle. In

48% wOuld visit a Particular destinatiOn due tO its Musical assOciatiOns

GLOBAL TRENDS

As has been the case for generations, music is one of the mainstays

don’t fade away, but rather are fully integrated into their everyday post-trip lives, 76% are buying local tunes (CDs or incorporating onto their iPods) to take

home. Once more, this is more common to lower income earners

strong musical links.

(83%) versus those earning top dollar (77%).

And we are not just talking about diehards here. The overwhelming

So maybe that’s why that distant-looking 20-something didn’t give

majority of 18-35’s (77%) feel experiencing local music is important

up his seat on the train this morning – with his iPod pumping, he

while away. Most (93%) would like to see a live show; 88% like

was a million miles away, back in the summer of ‘09 grooving at

listening to local bands or music (from the jazz players in the

Space on a balmy Ibiza night.

APPENDIX

and actually headed to Graceland or another destination with

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OVERVIEW

YOUTH INFLUENCES

art and about what’s in the siGhts Of 18-35s?

Supporting the notion that today’s travellers are keen to incorporate

New York’s Museum Row, to bagging seats at a West End musical

the experiences of their travels back into their everyday lives, 73%

in London, the world of the arts is a smorgasbord for travellers –

are investing in local artworks to bring home with them. Just a

and today’s young Australians are lining up for seconds.

glimpse of that intricately painted papyrus scroll in the lounge room

TRAVELLER PROFILE

From grooving to a tango performance in Buenos Aries, to exploring

will take you back to the Pyramids of Giza at sunset, amidst the Three quarters (74%) of 18-35’s cite enjoying the arts while away

call of the muezzin and heady scent of kebabs and kofta wafting

as important. Even more 90% head to museums and galleries; the

through the air.

Gallery in Florence, attract 85%; likewise, the world’s a stage for

But it’s our gals who are the queens of arts. Ladies (88%) trump

85% who enjoy taking in theatre or dance; and 82% like to delve a

fellas (82%) when it comes to actively pursuing the arts while abroad.

little deeper and learn the art history of a destination.

Confessions of a shopaholic? Perhaps: 79% of women (versus 68%

GLOBAL TRENDS

icons of a destination, like Michelangelo’s David at the Accademia

of men) enjoy bringing local artwork back home. Furthermore, 84% Speaking of delving deeper, this enthusiasm for the arts reflects the desire of this generation of travellers for meaningful and authentic cultural experiences. Rather than Dame, Arc de Triomphe and the Champs-Élysées, today’s young Australian travellers are sticking around to have a stare

of females (versus 79% of males) enjoy learning about the local art history of a destination.

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just collecting obligatory snapshots of the Eiffel Tower, Notre

85% enjOY takinG in theatre Or dance

However, our research shows home is not where the art is. The arts are an

indulgence enjoying far more prominence beyond our shores than

of local artists at Montmartre, followed by a show at an authentic

in the everyday lives of young Australians. Whereas food, music and

Parisian cabaret complete with can-can girls and champagne.

fashion were generally of equal importance to young Australians

They’re going beyond the bright lights and getting to the backstage

both at home and away, just 59% cited the arts as important when

of a destination by experiencing its unique cultural expressions, like

not on holiday. The majority, yes, but still 19% less than those who

the arts.

have an art attack on their trips.

APPENDIX

out with Ms Mona Lisa in the Louvre before checking out the works

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YOUTH INFLUENCES

anal ysis sOuvenirs, theY’re sO YesterdaY. By actively pursuing food, fashion, music and the arts within

sombrero to remember their incredible Grande Mexico trip. They’re

their increasingly regular travels, the 18-35 set is nourishing their

perpetuating their exotic experiences at home by throwing a fiesta

wanderlust in their very own backyards, kitchens, local restaurants

for their los mejores amigos, whipping up those flaming fajita’s they

and boutiques after they return home. This practice of cultural

mastered in Señor Juan’s cooking class, blasting some saucy tunes

exchange, achieved through in-depth travel experiences, ensures

they picked up at the hottest salsa club in Acapulco, while sipping

travel really is a gift that keeps on giving.

TRAVELLER PROFILE

Today’s travellers aged 18-35 are no longer content to bag a

homemade authentic margarita’s out of the funky local glassware

GLOBAL TRENDS

they bagged wandering the artesian boutiques in Zihuatanejo. (All the while sporting an oh-so-chic coral encrusted chunky silver cuff they haggled for in Taxco).

The lifestyle pillars of the arts, food, fashion and music have a strong influence on the mixology of contemporary travel for 18-35’s. of the past; these culture vultures are furiously feeding on their key areas of interest in faraway lands.

Travel now represents a nearessential exercise in young people’s exploration of their key lifestyle

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Simply ticking the boxes is a thing

the lifestYle Pillars Of the arts, fOOd, fashiOn and Music have a strOnG influence On the MixOlOGY Of cOnteMPOrarY travel fOr 18-35’s.

APPENDIX

interests, subsequently impacting their everyday lives.

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YOUTH INFLUENCES

trave lle r profile so we know that lady G isn’t the only thing today’s young people are and international) is the best seller on the aspirations chart of young aussies. how does it happen though? from funding to frequency, mode to mobile technology, contiki got find out the way they do the things they do. no bluff!

GLOBAL TRENDS

behind the poker faces of 18-35’s to

TRAVELLER PROFILE

going gaga over - travel (domestic

ABOUT CONTIKI APPENDIX

OVERVIEW

YOUTH INFLUENCES

TRAVELLER PROFILE

ce nts & se nsibilit y triPs ahOY! Young Australians are all about getting in touch with their routes.

And with the Aussie dollar so hot right now, green and gold

Travel routes, that is. Yes, overseas and domestic travel are two of

globetrotters are getting a whole lot more Berliners, burritos and

the main aspirations for both single and coupled up Aussies with no

baklava for their travel bucks.

kids. In fact, a whopping three million are preparing to pack their bags and head overseas in the next three to four years. Meanwhile,

Travel is no fad for young Aussies. Contiki’s Travel Trends research

2.5 million intend to enjoy a little southern comfort and travel within

series has consistently proven it to be the number one aspiration

our fine lands.

that young people are saving for. Prioritising travel within 18-35’s’ savings plans demonstrates a recognition that trends towards big

is topping the list of penny-pinching priorities with 57% saving for international and 27% saving for domestic trips. Going once, going twice, sold: 39% are saving to buy a property; 24% are vroom vrooming

GLOBAL TRENDS

So, what about the savings? Travel

ticket items like cars and televisions come

and go (hello Hummers and 3D TVs!) but 57% are memories and personal growth acquired via savinG fOr internatiOnal authentic travel experiences like Contiki’s only appreciate over the years. Now that’s a high triPs interest investment.

their cash to the bank to save for a car; big ticket items (shiny boys ABOUT CONTIKI

toys!) have captured the attention of a meagre 18%; and 7% are living footloose and fancy free, not currently saving for anything.

Material girls and boys? No siree. Despite popular pigeonholing by the media as possession-obsessed, Contiki’s research demonstrates just how valuable experiences are to today’s young people. They aren’t just talking the talk, but walking the walk – all

APPENDIX

the way to the bank, actively saving their salaries to make travel happen. More maturialism than materialism, wouldn’t you agree?

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YOUTH INFLUENCES

TRAVELLER PROFILE

trave l tall y braved iMMiGratiOn recentlY? Young Aussie travellers, incoming and outgoing, are abound. Over

boot cooking up a storm), travel blogs and information portals,

the last three to four years, 18-35’s have visited an average of 3.5

foodie websites, friends’ Facebook profiles chock-a-block with

countries. But once home, those backpacks don’t stay packed

dreamy images of Peru’s Inca Trail, Marrakesh’s heady markets and

away for long. Frequency of travel is soaring with 18-35’s collecting

Vietnamese junk boat trips, all provide stimulus for young Aussies

more ink than a bikie from all the stamps in the passports.

to get ‘in’ on the action.

The majority (52%) are planning a number of overseas trips; 39%

Still talking tech, the ease with which people can now stay

want to take one short overseas holiday; and 21% are packing the

connected while away provides peace of mind and motivation to

extensively for a number of months.

Debunking

the

outdated

concept

that

overseas travel comprises a once only experience (as was the case for our senior citizens), just 18% are planning to take the

39% want tO take One shOrt Overseas hOlidaY

GLOBAL TRENDS

kitchen sinks on their backs and travelling

many. Although one eye on the Blackberry and the other on the Black Sea isn’t ideal, it’s a deal worth taking if it means hitting the road more often.

ABOUT CONTIKI

trip of a lifetime. Contiki’s Travel Trends research series has seen this figure progressively decline over the last five years; a clear indicator that young Australians today view travel as an essential pursuit, and one that they plan to invest time, money and effort into throughout their lifetimes.

This trend towards increasingly frequent overseas travel is undoubtedly partly fuelled by the information age. Inspirational

APPENDIX

lifestyle TV programming (just when you thought Italy couldn’t look more attractive, the Naked Chef goes cavorting around the

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YOUTH INFLUENCES

TRAVELLER PROFILE

st yle guide escOrted travel is a POPular trend fOr 18-35s.

And it’s on the rise, undoubtedly in part owing to the ever-evolving

the ready to help tailor travellers’ trips even more, mean Contiki

suite of products on offer by companies like Contiki, designed to

travellers can, to a degree, make their trip up as they go.

suit all different styles of travellers.

A once-popular mode of travel that is on the decline is a totally independent trip. 31% prefer to take on all the responsibility and

veritable buffet to choose from. But when it comes to 18-35’s, most

planning for their trips – a number that has proven to be decreasing,

(66%) prefer a journey that comprises an element of tailor-made

according to Contiki’s Travel Trends research series over the last five

(which incorporates a mix of sightseeing, culture and adventure)

years. Perhaps they’ve realised that the time and money involved

when travelling somewhere they haven’t been before. A slice of this

in arranging everything yourself is better spent shopping for the

pie like completely tailor-made (13%), with the rest wanting a combo

edgiest fashion on Melrose Avenue in LA or seeing Cirque du Soleil’s

of tailor-made and independent travel (53%).

Due to this high demand for an element of tailormade travel, Contiki is constantly evolving its product to meet these needs. Coupled with the knowledge regularly and really get under the skin of each

latest Beatles-themed show in Vegas. Or maybe they saw their buddy’s Friend and Followers lists double in size after travelling with a company like Contiki.

That’s something to tweet about.

ABOUT CONTIKI

that today’s young Aussies want to travel overseas

66% Prefer their triP tO have tailOr-Made eleMents

GLOBAL TRENDS

Travel style comes down to personal taste, and there really is a

destination they travel to, Contiki’s portfolio includes city stays, cruising options and shorter in-depth regional trips that make combining independent and tailor-made easier than ever.

Preferred Travel STyleS 66% an element of tailor made

What’s more, Contiki’s trademark multi-country adventures are tours, but not as we know them. Customisable options within each time, culture, adventure and sightseeing, plus expert road crew at

APPENDIX

itinerary (like to trek or train the Inca Trail), optional activities, free

53% combo of tailor made & independent 13% Completely tailor made

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YOUTH INFLUENCES

TRAVELLER PROFILE

t ype-set enter the exPerience era.

Gone are the days of young travellers jetting off on a whirlwind

or third time travellers returning to visit areas of interest in more

around-the-world tour. Enter the experience era – a measured a

depth. This is also the case for 30% of aspiring 18-35’s who want

la carte affair where travellers are savouring their own carefully

trips which only visit one city or location.

selected dishes, rather than gorging the entire buffet (and ending Bringing up the rear, 29% of young Australians want to visit multiple

up with some serious indigestion).

continents on one trip. Asia traditional offers an ideal stopover point for Aussies, especially those heading to Europe, providing

internationally is one that incorporates more than one country on a

both a break in the travel time, and an exotic dose of culture and

single continent. With trips which explore two to 18 countries within

adventure. For beachy keen culture vultures Thailand fits the bill perfectly.

Europe on offer, Contiki fits the bill for this group perfectly: like Contiki’s ever-popular Eastern Road tour travelling from Berlin to Warsaw. It includes all the big attractions of the region, as well as unique experiences to really get stuck into the fascinating food, architecture, arts, history and culture (bicycle tour of Prague anyone?) of the Eastern European

Hong

Kong,

Vietnam and Laos are also blinking like a Lang Kwai Fong disco on young travellers’ radars and Contiki has options for 18-35’s looking to explore these Asian hotspots. But

ABOUT CONTIKI

region, all combined with free time to enjoy independent

29% want tO visit MultiPle cOntinents On One triP

China,

GLOBAL TRENDS

The trip tipping the scales for half of 18-35’s who aspire to travel

for all cross-continental crusaders, Contiki has trip options, long and

travel.

short in North America, South America, Europe, Asia, the northern Slightly fewer (41%) are keen to really delve deep and travel

part of Africa (Egypt and Morocco) and Australia (as well as New

extensively around one country. For example, rather than just

Zealand).

darting through La Sagrada Familia and Alhambra Palace, they The world really is a young person’s oyster (or seafood smorgasbord,

tantalising tapas bars and fiery flamenco, with a dash of infamous

should they desire).

APPENDIX

want to experience Spain’s rich arts scene, stunning architecture, Ibiza nightlife for dessert. In Contiki’s experience (that is, 50 years worth of experience!), this group is more likely comprised of second

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YOUTH INFLUENCES

TRAVELLER PROFILE

the plugged-in crowd what the tech is GOinG On? Ten years ago the relationship between travel and technology for

Beyond just enriching the statusphere, technology is revolutionising

the everyman was a fling at best; now the two are married with

the way young Australians are travelling. Many use the internet

a mortgage, three children and twins on the way. In the world of

to plan and research: 83% find good deals and compare prices;

18-35’s, they are inseparable and indispensable. Get connected

78% look for ideas and holiday destinations; 71% hit the blogs

with Contiki’s trending results.

and review sites in the name of research; and 69% read stories from travellers who have been to the same places. Others opt for valuable peer-to-peer input, with 57% seeking advice on which

on connectivity in their lives. Well here’s the download on the

destinations are best and 61% looking for advice on specific places

18-35’s tech lives: email (93%) and social networking (85%) are the

to visit once the destination has been chosen. 52% use the internet

most popular online activities, trumping other pastimes like researching things of interest, reading news, online shopping, visiting blogs or playing games.

But rather than doing a digital detox when they up and plugged-in while away. Technology has

as a means of making plans to meet up with friends living overseas and a significant chunk (34%) build excitement (and torture the rest of us!) by posting the number of days until departure.

Lifestyle and technology are inextricably linked

ABOUT CONTIKI

hit the road, it seems that 18-35’s stay charged

71% hit the blOGs and review sites tO research triPs

GLOBAL TRENDS

Much speculation exists about the importance young people place

for today’s 18-35’s. Check out any typical young Australian’s social networking profile and you are

revolutionised the interflow of communication between holidays and

bound to see it littered with references and links to food, music,

home. On an average trip abroad, a young Aussie globetrotter will

travel, fashion and the arts – with these lifestyle pillars so essential,

send 18.6 texts, 10.8 emails, make 7.9 status updates and check-

it makes sense that technology should be the melting pot which

in using a location sharing tool (such as FourSquare or Facebook

stirs, seasons and shares them with the world. And likewise feeds

Places) 1.3 times. In stark contrast, the poor old postie is delivering

the hunger for more.

APPENDIX

just 1.3 postcards and 0.4 letters per traveller on an average trip overseas.

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OVERVIEW

YOUTH INFLUENCES

TRAVELLER PROFILE

global tre nds contiki has been keeping tabs on travels, following their footprints and assessing their activities to find out where they’ve been and what’s on the agenda next.

GLOBAL TRENDS

young aussies today, tracking their

ABOUT CONTIKI APPENDIX

OVERVIEW YOUTH INFLUENCES

asia 53%

TRAVELLER PROFILE

eurOPe 30%

the Pacific 26%

the aMericas 23%

GLOBAL TRENDS

Middle east 6% africa 6%

whe re the y have bee n

Stop. Collaborate and listen. Contiki’s back with some new

Also notable is the fact that so many young Australians have been

revelations. That’s right, hotter than this season’s 80s revival is

travelling in the past three to four years, yet overseas travel still

destination Asia for Australians aged 18-35’s. 53% of young Aussies

remains the number one aspiration for young people across our

journeyed East in the last three to four years, making it the number

great southern land for the next three to four years to come. Young

one region for this segment of our population. Second to Singapore,

Australia’s global-eyes-nation shows no signs of a downturn.

the lush rainforest, cruisey beach scene and fresh cuisine Thailand drew the most young travellers followed by Hong Kong’s fascinating ABOUT CONTIKI

East-West fusion of cultures.

In second place, Europe captured the attention of 30% of young Australians. Despite the fact that Wills (and Kate) are now off the market, England won the crown. The call of joie de vivre was too sweet to ignore for many, who made France hotspot number two, followed by traditional big hitters Germany and Italy.

APPENDIX

The Middle East (of which the top destination was the United Arab Emirates) and Africa (with South Africa in the top spot) each saw 6% of our young population jump over their borderlines.

38

OVERVIEW YOUTH INFLUENCES

enGland 70%

TRAVELLER PROFILE

france 63% italY 63% GerManY 61%

GLOBAL TRENDS

sPain 47%

Greece 41% switzerland 41% ireland 41% scOtland 36%

netherlands 34%

where they want to go:

europe.

If you’ve been having Eurovisions lately, you’re not alone. Contiki

Danke schön and gracias: Germany ranks fourth and Spain fifth,

has the latest data to keep you ahead of the (flash) pack on the top

luring 61% and 47% respectively.

destinations the hordes of young Eurobound Aussies are keen to check out if planning a trip to Europe.

Go Greece lightning! The recent economic downturn in Greece hasn’t dampened the call of Corfu or the scent of souvlaki for 41%.

England again holds steady as the number one pick for 70% of

Then Switzerland (41%), Ireland (40%) and Scotland (36%) round

young Australians. From a Beatles music tour of Liverpool, shopping

out the top ten.

oh-so-much festival fun, Ol’ Blighty ticks all the lifestyle boxes for

Hardly shrinking violets, Aussies are an adventurous bunch, with a

young Australians.

number of less established destinations drawing interest. 20% of

ABOUT CONTIKI

spree on London’s High Streets, a date at the Tate Modern and

young wanderers want to run away and join the circus (the Moscow 63% of our 18-35’s have Francophilia, and seriously, who can

Circus, in Russia, that is), 15% are tempted by Turkey’s delights

blame them? Sophisticated Parisian boutiques and world-

while 13% want to dive into peirogis in Poland.

renowned gastronomy, along with countryside and towns that could charm the pants off even Prince Charming make it an obvious APPENDIX

choice. Likewise 63% wanna mambo Italiano and enjoy the good life of Tuscany, explore living history in Rome and get their chic on in Milan.

40

OVERVIEW YOUTH INFLUENCES

banGkOk 48% hO chi Minh 39%

TRAVELLER PROFILE

hanOi 32%

chianG Mai 27% anGkOr wat 23%

GLOBAL TRENDS

halOnG baY 20% MekOnG delta 16% siaM reaP 13% nha tranG 11% vientiane 8%

where they want to go:

asia.

As the world’s largest and most populous continent, it’s no wonder

Temple. Speaking of temples, they don’t come much grander than

our sparsely inhabited sunburnt country has a fascination for the

Cambodia’s Angkor Wat with 23% of young Aussie’s already setting

intriguing cultural and geographical drawcards on offer in Asia.

their alarms for the crack of dawn to take a tuk tuk to watch the sun

Pulling in the most 18-35-aged Australian visitors over the last three

rise over the majestic ruins.

to four years, Contiki’s research highlights which hotspots are on young Aussies’ Asian agenda next.

Also popular in Asia, cruising Halong Bay’s emerald waters and dodging its thousands of limestone islets tickles the fancy of one fifth of young globetrotters, while 16% want to experience the

flex their bargaining skills in Khao San Road markets, then sip

authentic rural lifestyle of the Vietnamese by cruising the Mekong

Singha’s at one of the city’s uber modern bars. 39% are buzzing for

Delta to check out fruit farms, floating markets and everyday life on

a Vietnamese coffee at a roadside café in Ho Chi Minh City, while

Vietnam’s waterways.

ABOUT CONTIKI

Nearly half (48%) want to soak up the heady streets of Bangkok,

32% are heading a little further north and choosin’ fusion in Hanoi.

With French flair, Chinese influence and Vietnamese vibrancy,

With such a variety of eclectic experiences available in Asia (and on

romantic Hanoi is like an open-air museum, making for memorable

offer by Contiki), young travellers are spoilt for choice in Asia, and

meandering.

its popularity is growing for the 18-35’s year on year.

APPENDIX

Back in Thailand, 27% are getting tongue-Thai’ed in ChiangMai with a Thai cooking class and the breathtaking Wat Prathat

42

OVERVIEW YOUTH INFLUENCES

new YOrk 75%

TRAVELLER PROFILE

lOs anGeles 64% las veGas 61%

GLOBAL TRENDS

san franciscO 53% hawaii 51% niaGara falls 43% Grand canYOn 37% washinGtOn dc 34% chicaGO 31% bOstOn 25% new Orleans 22% dallas 18% rOute 66 16%

where they want to go:

usa.

Perhaps we should modify the moniker to red, white and true blue:

Viva Las Vegas! Like Elvis, 61% can’t help falling in love with sin

young Aussies are excited about the US of A! Yes, the glitz and

city, with its kitscher-than-kitsch iconography, sprawling out-of-

glamour certainly have appeal, but our 18-35’s are also fascinated

this-world casinos and nightlife that’s all shook up.

by the country’s distinct cities, dramatic outdoors and diverse cultural nooks.

In fourth spot, 53% want a golden ticket to the Golden Gate, Bridge, that is. From feasting on fresh crab at Fisherman’s Wharf, to checking out the city’s famous row houses, to exploring its colourful

Aussies want to tap, shimmy and shake their way to The Big Apple.

creative history as a focal point for hippy culture, cosmopolitan San

Beyond the icons such as the Statue of Liberty, Wall Street and

Fran is in the sights of young Aussies.

ABOUT CONTIKI

In Broadway-style fashion, a dramatic three quarters of young

Times Square, popular culture, fashion and television has captured the imagination of lifestyle-driven 18-35’s who want to soak up the

A marked departure from the city-based top four, in fifth spot, 51%

bohemian atmosphere of Greenwich Village, check out the cultural

like the idea of setting their iPhones to island time to hang ten and

hub of Harlem and wander the hip boutiques of stylish Soho.

get back to nature in Hawaii. Likewise, in sixth spot 43% are falling for Niagara Falls, in seventh spot 37% want to marvel at the Grand Canyon and in twelfth spot 23% have a hunger for the West Coast

Hollywood, artsy beachside suburbs, celebrity restaurants and uber

national parks.

APPENDIX

In second place, 64% are going la la for LA, with star-studded cool shopping the ideal cocktail to intoxicate their young senses.

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OVERVIEW

riO & buziOs 54%

YOUTH INFLUENCES

buenOs aires 47% Machu Pichu 40%

TRAVELLER PROFILE

liMa 29%

the aMazOn junGle 24% iGuassu falls 24%

GLOBAL TRENDS

sacred valleY 21% lake titicaca 18% cuscO 16% cOlca canYOn 13%

where they want to go:

south america.

From the march of the Incas to the red hot tango, young Aussie

Filling out the top five, the jungle boogie is pumping loud for 24%

travellers wanna shake it like a Polaroid picture in South America.

of young Australians who’ve got Puerto Maldonado (the Amazon

As a continent that perfectly marries ancient history with thriving

Jungle) in Peru in their sights. With spectacular wildlife, unique

contemporary culture and has natural wonders to boot, check out

river-based culture and rainforest scenery to enjoy an encounter

what’s on the A-list in this emerging hotspot for 18-35’s.

with the mighty Amazon is an experience not to be forgetton. And with Contiki, adventurers are celeb-style spoilt, staying in a special Rainforest Lodge made from clay and mud and with open walls,

54% of young Aussies; with Carnival, Copacabana and caipirinhas

meaning the rainforest is practically your bedroom!).

ABOUT CONTIKI

Brazil’s Rio and Buzios snag poll position, grabbing the attention of these destinations have more sizzle than an Australia Day barbeque.

Deserving a mention for its near-tie for fifth position, Argentina and 47% of culture vultures want to swoop into Buenos Aires, Argentina

Brazil’s thunderous Iguassu Falls roars into sixth spot whetting the

and sink their claws into the music, art, dance and of course,

adventure appetites of 24%.

football, that is famous in this part of the world.

When it comes to ancient ruins and breathtaking scenery, it doesn’t

APPENDIX

come much better than Peru’s Machu Pichu. 40% of young Australia travellers agree and have their hiking boots pointed in its direction should they be South America-bound. Still in Peru, 29% want to sip Pisco Sours in the lofty capital Lima.

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OVERVIEW YOUTH INFLUENCES

auckland 71%

TRAVELLER PROFILE

wellinGtOn 56% QueenstOwn 54% christchurch 53%

GLOBAL TRENDS

baY Of islands 35% rOtOrua 34% MilfOrd sOund 27% frans jOsef/fOx Glacier 22% tauPO 17% te anau 12% PictOn 11%

where they want to go:

nz

Famous today for its adrenalin culture, pristine landscapes and

53% have Christchurch in their sights and rounding out the top five,

gourmet cuisine, Kiwi country is a big player in the Australian travel

35% have obviously heard rumours about the incredible beauty of

market. Especially for 18-35’s.

the Bay of Islands. From sailing and cruising, to visiting deserted islands, beach BBQs and more word, is out about this paradise

Flanked by volcanos and islands, the city of sails Auckland comes

among young travellers.

in in first place tempting 71% of those planning to head over the The call of the wild is loud and clear with nature-based destinations

full of galleries, boutiques, cafes and a pumping festival scene -

Rotorua (34%), Milford Sound (27%), Franz Josef and Fox Glacier

the ideal stop for today’s modern young travellers seeking a total

(22%), Taupo (17%), Te Anau (12%) and Picton (11%) filling out the

lifestyle experience.

top ten.

ABOUT CONTIKI

ditch. Taking out the silver medal is funky Wellington, jam-packed

Weeee! Bungy jumping in at number three is Queenstown, the widely heralded adrenalin capital of the world. 54% of young Australians want to jump, sail, dive or drive their way off cliffs, canyons and waterways in this thrill-seekers paradise. Far from being one-

APPENDIX

dimensional though (hence its attraction for the majority), its alpine chic vibe, cutting edge foodie scene and inviting wine bars offer wide appeal.

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OVERVIEW

YOUTH INFLUENCES

TRAVELLER PROFILE

GLOBAL TRENDS

about contiki Past, present and the road ahead.

ABOUT CONTIKI APPENDIX

OVERVIEW

YOUTH INFLUENCES

TRAVELLER PROFILE

GLOBAL TRENDS

ABOUT CONTIKI

histor y Contiki started small, with just one man; a financially-challenged New

With Contiki, travellers can rest assured they’ll experience more for

Zealander with zero savings, but big travel ideas. He figured if he could

less. All itineraries are packed full of inclusions such as amazing

get 12 people in a minibus and divide the costs by 11, he’d be travelling

accommodation, must-see sights and exclusive experiences ranging

for free, so in 1962 he pinned a small sheet to a noticeboard in the

from champagne picnics in Paris to laidback cruises along the

Overseas Visitors Club in Earl’s Court, London advertising seats on a

Mekong. Plus, all of our tours include loads of exceptional eats such as

minibus tour of Europe.

breakfast daily and many dinners. But we leave some meals to you so you can explore in your free time, meet the locals and try the regional

Once those seats were sold he had 11 total strangers expecting him to

specialities out on your own.

take them around Europe and he hadn’t ever driven on the continent, let alone on the right side of the road before! Nevertheless the first trip

We know that a highlight of any journey is the people you meet and by

was a huge success and on his return to London he discovered there

travelling with Contiki, you’ll have the opportunity to meet people your

were more names on the noticeboard so he decided to do another

age, make friends from all over the world, share some incredible times

trip. These first tours were all booked by 18-35’s so right from the start

and create lasting memories together.

Contiki was all about youth travel.

You’ll also be joined by Contiki’s road crew, whose mission is to make Over the years the nature of touring and the youth market has changed,

sure your trip is not just a holiday but a life-changing adventure. They

and just as importantly, so has Contiki. Today, it is a legendary

all live and breathe the destinations they cover giving them expert

worldwide leader in holidays for 18-35 year olds and an internationally

knowledge on the best spots, sights, highlights and hidden gems to

recognised brand travelling across Europe, the USA, Canada, Asia,

help you squeeze the most out of your trip.

New Zealand, Australia and now, South America.

Contiki also understands that a true adventure isn’t about following a Contiki stands for people who are open to new experiences, receptive

rigid schedule and all tours include plenty of free time, so you can put

to change and ready for unforgettable adventures. Whatever holiday

your personal stamp on your experience. You may want to explore the

you’re looking for, Contiki’s got it covered with a range of great styles

backstreets, sample some local cuisine, shop up a storm or just relax.

to ensure there is something to suit all tastes and budgets. There is our

And if you are looking for a little inspiration, Contiki also offer a range

great Camping tours, for a back-to-basics but always comfy experience;

of Optional Activities, designed help you make the most of your time.

Concept tours which offer a variety of unique accommodation; Time Out Contiki’s been making the most of travelling for 50 years now, right

hotel accommodation at a great price; Winter tours and Festivals and

since we started with just one man’s dream of a fun, budget trip around

Events such as Las Vegas over New Year, Munich during Oktoberfest

Europe! We know that travel should blow your mind so we go further

and Koh Pha Ngang for the Full Moon Party.

to give you an amazing travel experience that you can afford to enjoy.

APPENDIX

Multi-Country and Time Out In-Depth Regional tours, which offer great

52

OVERVIEW

YOUTH INFLUENCES

TRAVELLER PROFILE

GLOBAL TRENDS

ABOUT CONTIKI

time line 1962

John Anderson ran the first tour of Europe in a 12-seater mini bus

1964

Contiki Travel was founded, exclusively servicing the youth market

1965

First European Brochure published. First ‘Ski’ program to Austria launched

1966

Tours to Egypt launched

1967

Tours to Russia and Scandinavia, Spain, Portugal and Morocco introduced

1971

There were 50 Contiki minibuses on the roads of Europe

1981

Contiki New Zealand tours commenced

1982

The American touring program was launched

1984

The Australian touring program was introduced

1989

Contiki was sold to Trafalgar Tours, starting a travel giant that later became known as The Travel Corporation

1991

Egypt program launched, North American program was broadened to include the Canadian Rockies

1995

The North American program was broadened to include Hawaii

2001

New Contiki logo was introduced with updated, stylized sun and bold brand name that conveys the company’s bright, fun outlook

2006

Contiki launches ‘Contikipedia’ online, it’s very own wiki packed full of information and everything travellers have ever wanted to know about the Contiki experience Contiki launches first ever dedicated ‘Gap Year’ itineraries for young Australians taking a year out to live overseas following school

2009

Contiki launches Asia program as part of its product evolution, featuring itineraries which visit Vietnam, Thailand, Laos and Cambodia

2011

Contiki continues to evolve its product, introducing a South America program featuring six itineraries to Peru, Argentina and Brazil.

APPENDIX

2007

First China tours depart.

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OVERVIEW

YOUTH INFLUENCES

TRAVELLER PROFILE

GLOBAL TRENDS

ABOUT CONTIKI

appe ndix what we asked.

APPENDIX

OVERVIEW

1. Are you male or female? ❍ Male ❍ Female

YOUTH INFLUENCES

2. ❍ ❍ ❍ ❍ ❍ ❍ ❍ ❍

Which of the following best describes your household?

Live alone Live with parents Live in shared household without kids Live in shared household with your kids Live with partner without kids Live with partner with kids Live without partner with kids None of the above

TRAVELLER PROFILE GLOBAL TRENDS

3. Thinking now about your aspirations. Which of these would you like to do in the next 3-4 years? ❍ Buy a car ❍ Buy a property, such as a unit, townhouse, house, etc ❍ Travel overseas ❍ Travel in Australia ❍ Buy a big ticket item, such as a large TV, home cinema, etc ❍ None of the above

ABOUT CONTIKI

4. ❍ ❍ ❍ ❍ ❍ ❍ ❍

And which of these are you currently saving for?

Buy a car Buy a property, such as a unit, townhouse, house, etc Travel overseas Travel in Australia Buy a big ticket item, such as a large TV, home cinema, etc I am not currently saving, but enjoying spending my money now None of the above

5. ❍ ❍ ❍ ❍ ❍

Which of these are you planning to do in the next 3-4 years?

Take one short overseas holiday Take a number of overseas trips Take the trip of a lifetime, a once-only experience Travel extensively for a number of months None of the above

6. And which of these types of overseas trip are you likely to do in the next 3-4 years? ❍ A trip where you only visit one city or location ❍ A trip where you travel extensively around one country only ❍ A trip where you travel to more than one country on one continent only ❍ Visit two or more continents on the same trip ❍ None of the above 7. Which countries, if any, have you visited in the past 3-4 years?

EUROPE ❍ Austria ❍ Croatia ❍ Czech Republic ❍ Denmark ❍ England ❍ France ❍ Germany ❍ Greece ❍ Hungary ❍ Ireland / Northern Ireland ❍ Italy ❍ Netherlands ❍ Poland ❍ Scotland ❍ Spain ❍ Switzerland ❍ Wales ❍ Other Europe (Specify)

APPENDIX

ASIA ❍ Cambodia ❍ China ❍ Hong Kong ❍ India ❍ Indonesia ❍ Japan ❍ Laos ❍ Malaysia ❍ Singapore

❍ Thailand ❍ Vietnam ❍ Other Asia (specify) THE AMERICAS ❍ Argentina ❍ Brazil ❍ Canada ❍ Mexico ❍ Peru ❍ USA ❍ Other the Americas (specify) AFRICA ❍ Botswana ❍ Egypt ❍ Kenya ❍ Morocco ❍ Mozambique ❍ South Africa ❍ Tanzania ❍ Zambia ❍ Other Africa (specify) MIDDLE EAST ❍ Israel ❍ Jordan ❍ United Arab Emirates ❍ Syria ❍ Turkey ❍ Other Middle East (specify) PACIFIC ❍ Fiji ❍ New Caledonia ❍ New Zealand ❍ Papua New Guinea ❍ Samoa ❍ Vanuatu ❍ Tahiti ❍ Tonga ❍ Other Pacific (specify) ❍ None / Don’t know

8. If you were planning a trip to Europe, which of these destinations would you visit? ❍ Austria ❍ Croatia ❍ Czech Republic ❍ Egypt (Middle East) ❍ England ❍ France ❍ Germany ❍ Greece/Greek Islands ❍ Hungary ❍ Ireland ❍ Italy ❍ Poland ❍ Russia ❍ Scandinavia ❍ Scotland ❍ Slovakia ❍ Spain ❍ Switzerland ❍ The Netherlands ❍ Turkey (Middle East) ❍ Wales ❍ None of these 9. If you were planning a trip to New Zealand, which of these destinations would you visit? ❍ Auckland ❍ Bay of Islands ❍ Christchurch ❍ Frans Josef / Fox Glacier ❍ Milford Sound ❍ Picton ❍ Queenstown ❍ Rotorua ❍ Taupo ❍ Te Anau ❍ Wellington ❍ None of these

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OVERVIEW YOUTH INFLUENCES TRAVELLER PROFILE GLOBAL TRENDS ABOUT CONTIKI

10. If you were planning a trip to the USA, which of these destinations would you visit? ❍ Boston (Massachusetts ❍ Cape Canaveral (Florida) ❍ Chicago (Illinois) ❍ Cleveland (Ohio) ❍ Dallas (Texas) ❍ Grand Canyon (Arizona) ❍ Hawaii ❍ LA (California) ❍ Las Vegas (Nevada) ❍ Madison (Wisconsin) ❍ Memphis (Tennessee) ❍ Milwaukee (Illinois ❍ Mount Rushmore (S Dakota) ❍ New Orleans (Louisiana) ❍ New York ❍ Niagara Falls (New York) ❍ Orlando (Florida) ❍ Philadelphia (Pennsylvania) ❍ Phoenix (Arizona) ❍ Route 66 (Arizona) ❍ San Diego (California) ❍ San Francisco (California) ❍ Santa Fe (New Mexico) ❍ Savannah (Georgia) ❍ Sioux Falls (S Dakota) ❍ Washington DC ❍ West Coast National parks (Yosemite, Mojave, Zion, Bryce) ❍ None of these

APPENDIX

11. If you were planning a trip to Asia, which of these destinations would you visit? ❍ Angkor Wat (Cambodia) ❍ Phnom Penh (Cambodia) ❍ Siam Reap (Cambodia) ❍ Luang Prabang (Laos) ❍ Pakbeng (Laos) ❍ The Mekong River (Laos)

❍ ❍ ❍ ❍ ❍ ❍ ❍ ❍ ❍ ❍ ❍ ❍ ❍ ❍ ❍ ❍

Vang Vieng (Laos) Vientiane (Laos) Bangkok (Thailand) Chang Mai (Thailand) Chang Rai (Thailand) The Hill Tribes and the Golden Triangle (Thailand) Da Nang (Vietnam) Halong Bay (Vietnam) Hanoi (Vietnam) Ho Chi Minh City (Vietnam) Hoi An (Vietnam) Hue (Vietnam) Mekong Delta (Vietnam) Nha Trang (Vietnam) Sapa (Vietnam) None of these

12. If you were planning a trip to South America, which of these destinations would you visit? ❍ Lima (Peru) ❍ Arequipa (Peru) ❍ Cusco (Peru) ❍ Colca Canyon (Peru) ❍ Puno/Lake Titicaca (Peru) ❍ Puerto Maldonado/The Amazon Jungle (Peru) ❍ Sacred Valley (Peru) ❍ Machu Pichu (Peru) ❍ Buenos Aires (Argentina) ❍ Iguasu Falls (Argentina) ❍ Rio and Buzios (Brazil) ❍ None of these 13. When considering an overseas holiday to a place you have never been before, which one of these would you prefer? ❍ A tailor-made holiday that has been designed to incorporate a mix of sightseeing, culture and adventure ❍ An independent holiday where you are responsible for organising everything ❍ A combination of tailor-made and independent holiday ❍ Don’t know

14. How important are each of the following in your life?

1 = Very important 2 = Quite important 3 = Not important ❍ Fashion 1 2 3 ❍ Music 1 2 3 ❍ The arts 1 2 3 ❍ Food 1 2 3 ❍ Staying connected online 1 2 3 15. How important is it that you experience the local approach to each of the following when travelling?

1 = Very important 2 = Quite important 3 = Not important ❍ Fashion 1 2 3 ❍ Music 1 2 3 ❍ The arts 1 2 3 ❍ Food 1 2 3 16. How much do you or would you enjoy each of the following activities when travelling?

1 = Enjoy a lot 2 = Enjoy a little 3 = Not enjoy ❍ Checking out the different fashion styles of locals in different countries 1 2 3 ❍ Seeing a fashion show when overseas 1 2 3 ❍ Check out some iconic fashion shops and areas or markets 1 2 3 ❍ Shopping for fashion while the Aussie dollar is strong 1 2 3 ❍ Bringing the local styles back home 1 2 3 17. Which of the following have you ever done when travelling? ❍ Bought new clothes when travelling ❍ Taken advantage of northern hemisphere fashions being a season ahead of Australia ❍ Altered your own style after getting ideas and seeing things when travelling ❍ Alter your own fashion style after buying new clothes when travelling ❍ Bought an ‘iconic’ item to wear at home, which reminds you of your time away ❍ None of these / Don’t know

18. How much do you or would you enjoy each of the following activities when travelling?

1 = Enjoy a lot 2 = Enjoy a little 3 = Not enjoy ❍ Discovering iconic artworks of a destination 1 2 3 ❍ Learning about art history of a destination 1 2 3 ❍ Taking in some of the arts (e.g. seeing local theatre/dance performances) 1 2 3 ❍ Bringing local artwork back home 1 2 3 ❍ Visiting museums or galleries 1 2 3 ❍ Listening to local music/bands 1 2 3 ❍ Going to see a live show 1 2 3 ❍ Discovering local music and incorporating on iPod/buying CDs to bring home 1 2 3 ❍ Visiting music festivals 1 2 3 19. Have you ever visited (or been influenced to visit) a place because of its link to music (e.g. Liverpool the home of the Beatles, Seattle the birthplace of grunge rock, Graceland etc)? ❍ Yes ❍ No, but I would like to in the future ❍ No, not important to me 20. In which of the following ways has music influenced your experiences when travelling? ❍ You have swapped music with other people you met when travelling ❍ There are certain songs which remind you of your time away ❍ You have certain songs or playlists you play a lot when travelling ❍ None of these / Don’t know 21. ❍ ❍ ❍

After travelling, which of the following have you ever done? your diet based on foods you ate whilst travelling Tried to cook dishes you ate overseas when at home Frequent restaurants which makes food from the places you travelled ❍ None of these

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OVERVIEW YOUTH INFLUENCES

22. Including time spent at work, studying, on your mobile phone and anywhere else. On average, how many hours per day are you online (when in Australia)? ❍ 0-29 minutes ❍ 30-59 minutes ❍ 1 hour – 1 hr 59 mins ❍ 2 hour – 2 hr 59 mins ❍ 3 hour – 4 hr 59 mins ❍ 5 hour – 7 hr 59 mins ❍ 8 hour – 11 hr 59 mins ❍ 12 hours a day or more ❍ Don’t know

TRAVELLER PROFILE GLOBAL TRENDS

23. Which of the following activities do you engage in online? ❍ Social networking (e.g. Facebook, Twitter, MySpace) ❍ Play online games ❍ Instant messaging (e.g. MSN, Google chat, Yahoo Instant Messenger) ❍ Watching videos (e.g. YouTube) ❍ Online chat or calls (Skype, chat rooms) ❍ Reading news ❍ Visiting blogs ❍ ❍ ❍ ❍ ❍

Email Online shopping Researching products or companies Researching things that interest you (hobbies / bands etc) None of these

ABOUT CONTIKI APPENDIX

24. In which of the following ways has the internet changed the way you plan your trips? ❍ Provides ideas for holiday destinations ❍ You can ask advice about which destinations are best ❍ You can ask advice about specific places to go once you have chosen a destination ❍ It is easier to meet up with friends who are living overseas ❍ You can conduct research online (blogs, review sites etc) ❍ You can read stories from travellers who have been to same places ❍ It can help you find good deals and compare prices ❍ Get jealous when others talk of their experiences online

❍ You can build excitement such as posting the number of days until you leave ❍ None of these 25. How does the internet change the way you actually travel? ❍ It is easier to keep abreast of news from friends and family back home ❍ You can share experiences with important people back home ❍ You feel better because mum knows your safe ❍ You can gain some credibility from being in a cool destination ❍ You blog about your trip ❍ You can organise some practical things (e.g. getting someone to pick you up from the airport when you get home) ❍ None of these 26. The last time you travelled, how many times did you do each of the following? ❍ Send an email _________________________________________ ❍ Send a text ___________________________________________ ❍ Post a status update on a social media sit (e.g. Facebook) _____ ❍ Check in using a location sharing tool (e.g. Foursquare, Facebook Location) ____________________________________ ❍ Send a postcard _______________________________________ ❍ Write a letter __________________________________________ 27. How do you feel about travelling in countries where it is more challenging to stay connected, either because the technology is not available or it is restricted by the government (e.g. China)? ❍ You are much less likely to visit ❍ You are a little less likely to visit ❍ It would make no difference ❍ You are more likely to visit 28. Do you work full time, part time or not at all? ❍ Full time ❍ Part time ❍ Not at all

29. Which one of the following categories best describes your own personal income before tax?

Under $20,000 ❍ $20,000 - $30,000 ❍ $30,000 - $40,000 ❍ $40,000 - $50,000 ❍ $50,000 - $60,000 ❍ $60,000 - $70,000 ❍ $70,000 - $100,000 ❍ More than $100,000 ❍ Prefer not to say 30. Which of the following describes the highest level of education you have completed? ❍ Below Year 12 ❍ Completed Year 12 ❍ TAFE or technical ❍ University ❍ Don’t know/ Refused

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OVERVIEW

YOUTH INFLUENCES

TRAVELLER PROFILE

GLOBAL TRENDS

ABOUT CONTIKI

APPENDIX