1. BENEFITS OF INTERNATIONAL TOURISM Presented by: Aileen Cobern General Manager Sales & Marketing Choice Hotels Australasia

2. WHO AM I Mum Dog Milo Daughter Madelyn Wife Shoeaholic Champagne Lover

3. Day Jobs  General Manager, Sales & Marketing – Choice Hotels Australasia  ATEC Vic/Tas Chairperson  ATEC National Board Member  YATEC Mentor

4. Choice Hotels Australasia  100% Franchise Hotel Company  Owned Choice Hotels International  NYSE – CHH  6200 Hotels in 33 countries  10 Brands  3 – 5 Star  Australasia 4 Brands  Econo Lodge, Comfort, Quality & Clarion  242 Hotels – Australia  40 Hotels – New Zealand

5. Tourism - Passionate! My Soap Box - Sorry!

6. Did you know ?  Total value of Australia’s export tourism sector is $25b  5.9m arrivals  Domestic tourism is 3 times the size of inbound tourism Equating to approx. $70billion  International visitors spend 3 times more than domestic  Tourism employs more than 500,000 Australians or 4.5% of employed people Figures year end 2011

7. DID YOU KNOW?  Inbound tourism equates to 8% of all Australian exports  The export of food and live animal products equate to 7.6% of all Australian exports Source: Tourism Satellite Account, ABS.

8. Who is Involved in tourism?  Hotels/Motels  Restaurants  Bars  Attractions  Retail  National parks  Caravan & Camping Grounds  Transport – trains, planes & Automobiles  Everyone ! (butcher, baker, candlestick maker)

9. Embrace & Engage with Industry  STATE Tourism Bodies (STO’s)  Regional Tourism Organisations (RTO’s)  Local Councils  Local Tourism Associations  Transportation bodies

10. Who can help facilitate all of that? ATEC ‘AUSTRALIAN TOURISM EXPORT COUNCIL’

12. Who is ATEC  Peak Tourism body exclusive to Inbound Tourism  Mission: ‘to expand Australia’s Share of Global Tourism Market’  Connecting Tourism operators with suppliers  Mark of Quality Assurance  Young ATEC - YATEC

13. WHO IS ATEC  Formed in1972 as peak industry body representing tourism export industry  Representing over 1000 members -Work closely with federal/state government -other industry bodies – Tourism Australia  ATEC membership strong endorsement -professionalism -credibility -international market knowledge  National office Sydney with nine branches - committed to promoting industry growth grassroots

14. ATEC Benefits to Members  Access to key distribution partners and members  Industry Education and Sector Development Programs  National, State and Regional Events  State & Territory based services and support  Business development and networking opportunities  Insights and expertise on key inbound tourism issues

15. Traditional Inbound Distribution Channels PRODUCT RETAILER INBOUND TOUR OPERATOR WHOLESALER CUSTOMER

16. Current Distribution Channels PRODUCT ONLINE RETAILER ONLINE WHOLESALER CUSTOMER DISTRIBUTOR / CHANNEL MANAGER TRADITIONAL WHOLESALER TRADITIONAL RETAILER

17. Inbound tour operators Stability & regularity of business often from a number of markets incl. new markets Knowledge of international consumer needs, market information and business leads Australian currency based transactions Extension of marketing and sales Provide volume business Opportunities to grow business

18.  Technology - Consumers interact with different distribution systems  Growth of online travel agents (OTAs).  Dynamic Packaging (bundling) & Dynamic Pricing  Shift from static rates to Dynamic Tourism and technology trends Changing Channels: DYNAMIC

19.  Online has become the basis for research and planning.  Customers seek itinerary planning tools.  Product – 24,000 listings on the ATDW.  The emergence of Super Bloggers reviewing product on community websites (UGC – user generated content).  Social networking – Facebook, Twitter.  Podcasts (audio) and Vidcasts (video) Tourism and technology trends Planning & Research:

20. ATEC Summary  Connection to inbound channels  Exposure to all areas of distribution  Government Lobbying on tourism issues  Export Ready Training

21. EDA & Tourism  Regional Infrastructure to allow tourism dispersal  Local & Foreign Investment involvement  National Parks accessibility (roads & facilities)  Local Council promotion of tourism  State Level buy in and support of Tourism  Mining and Resources

22. Dispersal  Are we prepared for tourism growth in to regions -Roads -Facilities -Information Bays -Signage -Accommodation -Food Outlets -Service levels

23. Challenges for tourism industry  Mining & Resources Strain -Staff retention -Levels of service -Value vs. Price -Supply & Demand -What is left for tourism growth when…………

25. Challenges for tourism industry  Foreign & Local Investment Red Tape  Lack of reinvestment into current assets Need for tax benefits for reinvestment & refurbishment e.g. Accelerated depreciation  Improved Local Council influence & assistance  International expectations value vs. price

26. Challenges for tourism  The dream job for young people - aspiration  Working Holiday Visas extension  High Aussie Dollar – OUTBOUND vs. INBOUND  Penalty rates for restaurants & Hotels - SUNDAYS & PUBLIC HOLIDAYS!  Acceptance that tourism is a 24/7 industry  Taxis ‘Service & standard’  Disaster Communication to the world

27. Summary  Better support for new infrastructure  Tax benefits for reinvestment  Cut the red tape to encourage investment  Penalty rates for Hospitality needs to be corrected WHY? TOURISM IS 24/7 362

28. Enjoy your Day Enjoy your business