Case Study – Customer Demographics
CUSTOMER DEMOGRAPHICS OF THE TOURISTS ACROSS SELECTED GLOBAL DESTINATIONS
Description
A consultant was eager to understand demographics of the tourists across selected global destinations
Duration
25 to 30 hours of research
Impact
The client was better placed to advise on the launch of a marketplace for international tourists
- Explore
- Industry Research
Total number of visitor arrivals in Hawaii in 2016 was 89, 34,277 which includes arrivals by air and ship both.
CUSTOMER DEMOGRAPHICS OF THE TOURISTS ACROSS SELECTED GLOBAL DESTINATIONS
MALDIVES
Tourist Arrivals
- According to tourism ministry of Maldives the total number of visitors has increased by 8.9%, from 117,489 tourists in October 2016 to 127,986 tourists in November
- The arrivals from Europe have increased to 62,018 from 55,368.
- The number of arrivals from India has increased by 25.4% during the past 10 months of the year to reach 63,141 from 50,369 in the same period last
- Relatively new markets posted significant gains, as arrivals from the Americas were up 1%, Oceania up 29.2% and Africa up 33.7%.
- Repeat visitors constituted 19% of the international visitors to the Maldives during the off peak tourist season of 2017. Of the repeat visitors, 15% had visited the Maldives more than 2 to 5 times, while 2% had visited 6 to 10 times and 2% had visited more than
Top 15 Source Markets: Jan-Jun 2016
According to Maldives Visitors Survey in 2017, the main purpose to visit Maldives shortlisted by the participants are:
- Rest and relaxation (40%)
- Honeymoon (35%)
- Diving and snorkelling (14%)
The highest numbers of visitors to the Maldives during the September 2017 survey were in the age group between 25 to 34 years (56%). About 17% of visitors belonged to the 35-44 years age category.
Tourist’s Stay and Expense
- About 75% of the visitors to the Maldives in September 2017 stayed in resort islands of Maldives. Almost 22% of visitors stayed in hotels or guesthouses in Male’ region or other inhabited About 3% stayed in boats/safari vessels.
- About 56% of visitors who stayed in resorts stayed between 4-7 nights, while 16% stayed between 8-11 Of the international visitors who stayed in hotels/guesthouses in Male’ region about 64% stayed for less than four nights.
- About 46% of the respondents spent between US$ 1000 and US$ 5000 in the Maldives, while 32% spent between US$ 5001 and US$ 10,000.
Additional Insights
Accommodation Availability: 2016
There are 4 main types of accommodations available in Maldives; Resorts, Hotels, Guest House and Safari Vessels. In 2016 it was notices that, the operational capacity of accommodation types such as guest houses and safari vessels fell by 18.5% and 11.6% respectively and resorts and hotels increased by 11% and 4.5% respectively.
By this we can infer that visitors have started spending more on luxury and comfortable stay.
Travel & Tourism's Contribution to GDP
SEYCHELLES
Tourist Arrivals
Visitor Arrivals by Gender and Age : 2018
Among the visitors arriving to Seychelles 62% of the visitors are from Europe and 23% from Asia.
Major Source Markets: 2017
The above mentioned 10 major markets made up 66% of total visitor arrivals in 2017 in Seychelles out of which 14% is made up from Germany and 12% France.
Purpose of Visiting
Visitor Arrivals by Purpose of Visit: 2017
The main purpose of tourists for visiting to Seychelles is spending a nice holiday which is 91.1%.
Tourist’s Average Spending and stay
- Visitor’s average daily spending in Seychelles was USD 137.48 per night in 1st quarter of 12
- The average length of stay of tourists in Seychelles hiked to 10.9 days in January According to the Seychelles National Bureau of Statistic visitors coming to Seychelles during the month of January 2014 increased to 5% compared to January 2013.
FIJI
Tourist Arrival
- Provisional numbers show that visitor arrivals for February 2018 totalled 48,798, an increase of 11.2% compared to a year
- Increases were recorded in the number of visitors from
- China: 61.3% from 2,496 to 6,567
- Australia: 0% from 1,411to 17,041
- New Zealand: 6% from 413 to 6,641
- United States of America: 5% from 413 to 5,951
- Continental Europe: 9% from 387 to 2,682
- Rest of Asia: 5% from 173 to 1,678
- Canada: 8% from 97 to 99315
Visitor Arrivals: 2018
Visitor Arrivals by Country
Purpose of Visiting
The main purposes of visitors arriving to Fiji are:
- Holiday vacation: 72.4%
- Visit their friends or relatives: 7.4%
- Business purposes: 4.5%
- Other reasons: 15.7%
Tourist’s Age Group
Visitor Arrival by Gender and Age
The majority of visitors to Fiji in February 2018 were in the age range 25-64 which is 68.8% and accounts for the vast majority of the working age population.
Average Spending:
- The average daily price for traveling in the Fiji is USD 118.
- The average price of food for one day is USD 34.
- The average price of a hotel for a couple is USD 131.
BAHAMAS
Tourist Arrival
In 2018, tourist arrival in Bahamas increased by 5% from 509,343 in 2017 to 535,051.
It was noticed that arrival by sea is 62% more than the arrival by air.
Tourist Demographics in Bahamas
Purpose of Visiting
- 74% of the tourists visited to Bahamas for the purpose of vacation in 2015.
- Activities most liked by the tourists are enjoying the beach and relaxing and
taking rest. - 88% of the tourists like to return again within 5 years.
Tourist’s Age Group
The main chunks of tourists that arrive at Bahamas belong to the age group of 25 yrs-54 yrs.2
15 Top Source Markets
Tourist’s Average Spending and stay
Average Nights Spent in Bahamas
Spending
- The average daily price for traveling in the Bahamas is USD 124
- The average price of food for one day is USD 38
- The average price of a hotel for a couple is USD 27
Accommodation Type
HAWAII
Tourist Arrival
Visitor Arrival: By Source Market, Air & Ship
Purpose of Visiting
Primary Purpose of Trip: By Major Market Areas, 2016
In 2016, visitor’s main purpose of visiting of Hawaii is spending a good vacation.
Tourist’s Average Spending and stay
Average Nights Spent
Spending
- The average daily price for traveling in the Hawaii is USD 269
- The average price of food for one day is USD 61
- The average price of a hotel for a couple is USD 331
Tourist’s Age Group
Visitor Age Distribution by MMA
The main chunks of tourists that arrive at Bahamas belong to the age group of 25 yrs-59
yrs.
New Caledonia
Tourist Arrival
Tourist Arrivals in New Caledonia increased to 11684 in September from 9568 in August of 2017. Tourist Arrivals in New Caledonia averaged 8644.92 from 1995 until 2017, reaching an all-time high of 13338 in December of 2016.
Tourist Arrivals by Country
New Caledonia tourism has now experienced two years of consecutive growth! It’s an indication that the sector is on the rebound, with 115,676 tourists visiting New Caledonia in 2016, an increase of 1.5% over 2015.
Turks & Caicos
Tourist Arrival:
Number of Tourist Arrivals in Turks and Caicos Islands
In 2016, the islands welcomed 1.3 million tourists, down from 1.32 million a year earlier.
In 2017, 1,243,843 visitors came to the Turks and Caicos Islands by both land and sea. When compared to 2016’s arrivals of 1,300,575, this is a four percent decrease for 2017. Overall land based and cruise arrivals for January 2017 were 128,673; this represents an eight percent decrease in arrivals compared to 2016’s figure of 140,371.
The majority of arrivals were cruise-based, 2016 marked an impressive, fifth consecutive year of growth in stopover arrivals. Further assessment of the 1.3 million arrivals in 2016 shows 453,612 visitors were stop overs and 846,963 arrivals came via cruise.
2016 marked a record setting year for the destination; for the first time the Turks and Caicos Islands received more than 400,000 stopover arrivals through our international airports and fixed based operations.
For a consecutive year, the destination recorded growth in each month of the year and within the overwhelming majority of its major source markets. The growth rate ranged from a 27.4 percent increase in stopover arrivals recorded in September to a 7.5 percent increase in December of 2016.
1.3 million arrivals in 2016 shows 453,612 visitors were stop overs and 846,963 arrivals came via cruise.
The total number of stopover arrivals from the United States in 2016 was 365,854. Contributing factors to this performance includes greater accessibility to the destination, frequency of flights from most major gateways in the United States, and increased direct airlift to the destination.
2016 was a record-breaking year for Caribbean cruising as cruise passenger arrivals to the region grew by 1.3 percent to reach 26.3 million. Overall 48 percent of the reporting Caribbean destinations registered growth with the best performances in the Dominican Republic, the British Virgin Islands and Grenada. Belize became the eighth Caribbean destination to ever reach the benchmark of 1 million cruise passenger arrivals.
Mozambique
Tourist Arrival:
The Mozambican minister of Minister of Culture and Tourism, Silva Dunduru has said the number of tourists visiting his country had grown by five percent between 2015 and 2016 despite a drop in tourism investments to $107.8 million from $193 million over the same period.
International tourism, number of arrivals in Mozambique was reported at 1639000 in 2016.
Tourist Arrivals by Country:
From within Africa, South Africa, Zimbabwe, Malawi and Swaziland account for 64% of tourists from the continent.
Outside Africa, the main countries of origin of tourists visiting Mozambique are Germany, Britain, Portugal, United States, Holland, France, Italy, India, Pakistan, Brazil and China.
ANTIGUA
Tourist Arrival
Number of Arrivals
The number of tourist arrivals in Antigua increased 6% from 250,000 in 2015 to 265,000 in 2016.52 The UK, Europe, USA, Canada and the Caribbean are the source markets from where maximum tourists arrive.
Purpose of Visit
Purpose of Visit: 2016 (QTR4)
Among the total tourist arrivals 82% said that the main purpose of visiting Antigua is spending a vacation.
Tourist’s Average Spending and Stay
Length of Stay: 2016 (QTR4)
52% of the tourists arriving spend an average of 4-7 days in Antigua, followed by 30% spending an average of 8-14 days.
Spending
- The average daily price for traveling in the Antigua is USD 282
- The average price of food for one day is USD 66
- The average price of a hotel for a couple is USD 360
BRAZIL
Tourist Arrival
Tourist Arrival in Brazil
The tourist arrival in 2016 was 6.6 Mn.
Top Source Countries
Tourist’s Average Spending
- The average daily price for traveling in the Brazil is USD 67.
- The average price of food for one day is USD 15
- The average price of a hotel for a couple is USD 72
Beach Attractions in Brazil
- Fernando de Noronha
- Porto de Galinhas, Pernambuco
- Ipanema, Rio de Janeiro
- Praia do Espelho, Bahia
- Jericoacoara, Ceará
MEXICO
Tourist Arrival
Visitors Arrival: In Thousands
- Tourist Arrivals in Mexico decreased to 1936.81 Thousand in February from 24 Thousand in January of 2018. 61
- In terms of international visits to Mexico, the United States has the most visitors, followed by Canada, the United Kingdom, Argentina, Colombia, Spain, Brazil, Germany, and France in
- A total 86 million Americans visited the country from January to October 2016, an increase of 12% from the same period in 2015.62
Tourist’s Average Spending
- The average daily price for traveling in the Mexico is USD 49.
- The average price of food for one day is USD 11
- The average price of a hotel for a couple is USD 50
PHUKET
Tourist Arrival
- According to the Phuket Hotels Association, international direct passenger arrivals at Phuket International Airport have increased by between 5% and 7% from 2017 to
- From January to April 2017, the number of international direct passenger arrivals at Phuket airport was 1,690,890, up by 5%.
- The top five geographic sources of customers between January and April 2017 were:
- Mainland China: 582,339
- Russia: 257,311
- South Korea: 84,734
- Australia: 77,689
- UK: 59,51764
Tourist’s Average Spending
- The average daily price for traveling in the Phuket is USD 97
- The average price of food for one day is USD 19
- The average price of a hotel for a couple is USD 110
SAINT BARTHELEMY
Beach Attractions
- A walk to Colombier Beach
- The natural pools in Grand-Fonds
- A visit to Gustavia
- The Grande Saline beach66
Tourist’s Average Spending
- The average daily price for traveling in the Saint Barthelemy is USD 277.
- The average price of food for one day is USD
- The average price of a hotel for a couple is USD 67
FRENCH POLYNESIA
Tourist Arrival
Visitors Arrival
70,106 number of tourists arrived at French Polynesia during third quarter of 2017. Between the first and second quarters of 2016, a positive trend in tourist visits was recorded, from about 55,000 to more than 64,000 travellers. In contrast, in the last quarter of the same year, the number of tourists dropped to 56,480.68
Tourist’s Average Spending in Bora Bora
- The average daily price for traveling in the Bora Bora is USD 149
- The average price of food for one day is USD 44
- The average price of a hotel for a couple is USD 152
Things to do in Bora Bora
- Visit Matira Beach
- Visit Mount Otemanu Volcano
- Excursions
- Coral Gardens
- Visit Vaitape
- Boat Tours
- Shark/Stingray Feeding
- Bora Bora Lagoonarium70