1. Tom Griffiths
Founder of gapyear.com
The Post GFC Budget Traveller

2. “How does ‘AUSTRALIA’ fit into
the travel plans of the
Post GFC Budget Traveller”
Identifying the problems
Finding solutions

3. PROBLEM 1: They didn’t turn up!
2010
2. The assumption that they always come!

4. 2011-12?
3. Will they always come? Is the dream over?

9. Backpacker Supply
Conditions (UK: 09-10)

13. Last in
First out….
And for those in jobs?

14. Ambulance chasing?
Potential backpacker supply conditions were relatively strong

15. Supply changes 10-11?
News from Europe….

21. Ambulance chasing?
Potential backpacker supply conditions still relatively strong

22. Supply affecting factors
Financial news…

25. The FACTS…

26. *NEET

27. Triggers for travel
• No job
• No prospects
• No money
• Bored
• Helpless
• Drifting
• Need to do something positive
• Need to impress friends & family
[or “not to disappoint”]

28. Wants & Needs
Want
• A fun, positive, cash neutral travel experience
Need
• To stay away as long as possible
• A safety net / belief that all will be ok….

31. Strengths
* Most ‘dreamed of’ destination

32. Weaknesses
[Or Threat?]

40. IS THE ‘AUSTRALIAN DREAM’ DEAD?

41. Is the expectation of the
Australian Dream outweighing
the delivery?

42. Cost comparison

43. What does £1,000 buy you?
Bed nights Travel time
Australia 50-75 1 month
USA 60-80 1 month
New Zealand 100 2 months
Thailand 250 3 months
Vietnam 300 3-4 months
Laos 400+ 5 months +
[Africa various] 400+ 5 months +

44. Job situation

46. “…its damn hard work, and i'm not living in the most exciting place ever. But
its gruelling living hand to mouth and not ever being able to do fun
stuff. Its hard to find work in the city and when you find it, it might only be
part time or you have to put up with long hours and crap wages”

48. • Jobs
• An ability to live and work in Australia for as
long as possible
• A great Australian experience
• The ability to live the ‘Australian Dream’

50. current & future backpackers

52. Our customers | 24/7/365 ‘live’ & 100% in control
Pub
Bath
Bed
Home
School /
University
Work
Australia
Greenland
Restaurant
Beach
Church
Airport
Jungle
Nightclub
Library

53. A roaming “BUBBLE”
Pub
Bath
Bed
Home
School /
University
Work
Australia
Greenland
Restaurant
Beach
Church
Airport
Jungle
Nightclub
Library
It’s always on
AND…
It’s always ‘on me’

54. … a roaming content consumer/provider
Photos
Myspace
Reviews
Facebook
Bebo
YouTube
TripAdvisor
Blogger
Board posts
Tagging
WAYN
Video
Blogs
Tweets
Library
Unlimited bandwidth
Virtual storage
Immediate upload

55. “The World of a Billion Bubbles”

64. YES

65. Pacific Islands
& North America
South East Asia
New Zealand

66. Pacific Islands
& North America
South East Asia
New Zealand

67. How does Australia fit
in to our Post GFC
traveller’s plans?

72. In part…
But also issues closer to home

77. SOLUTION…
Dispersal strategy?
• Jobs
• Volunteer work
• ?????
Money into tours and
location, not breweries
WORKING TOGETHER

78. WORKING TOGETHER

80. ?

81. ?
ACTION: Improve dialogue
between Australia and source markets

82. ?
Singular Media Strategy

83. Agreeing the product
Getting the message out

85. 25,000 jobs
IN SYDNEY ALONE!!

88. Then leave it up to the
communities / social
networks to do the rest….

90. heyy guyss, so is it really easy to find work then? me and my friend
are planning coming over in April 2011

93. Problems
• Your East Coast product is letting you down
• Mixed messages about jobs
• Mixed messages about the ability to live and
work in Australia

94. Solutions?
• Understand what the Australia Product is
• Get the positive messages out…
• As one, singular, global strategy
• STO focused [linked to jobs?] inbound strategy
• Maybe even work with NZ?
• One message, one voice

95. “It’s like having a party
and not sending out
any invites!”

96. Australia is about
“Living the Dream”

97. “Living the dream”

98. Food for thought…

99. Thank you!
tom@gapyear.com