Quarterly tourism report shows high tourist satisfaction, diverse methods
Friday February 13 2015, 10:30pm
The latest tourism survey by James Cook University has found travellers to the Port Douglas region are diversifying their methods of booking a holiday, while overall satisfaction with the area remains very high.
The quarterly tourism report, provided to Tourism Port Douglas and Daintree (TPDD), shows that more tourists are skipping the travel websites and booking their stays directly with resorts, but simultaneously using the services of travel agents more.
26.1 per cent of bookings were made direct to resorts in 2014, up from 18.9 per cent in 2013.
Travel agent bookings now make up 25.5 per cent of all bookings, up from 21.6 per cent last year.
Travel websites still remain the most popular method of booking on 32.1 per cent.
The survey details tourist behaviour from the second quarter 2014, with data collected from October to December last year.
Use of social media to research and evaluate destinations and activities has also increased, with tourists using TripAdvisor, travel blogs and Facebook to gather information and post their experiences.
A higher proportion of international visitors (mainly from Europe) came to the region during the quarter, causing an increase in the average holiday budget to $4,428.17.
Domestic visitors came mainly from Victoria during the quarter.
Overall, a total of 184 surveys were collected, with results including socio-demographic characteristics, travel behaviour, motivations and planning, rainforest and reef locations, and satisfaction levels.
Rest, relaxation, beaches, visiting the Great Barrier Reef and experiencing the Douglas Shire’s environment remain the most popular reasons for travelling to Port Douglas.
Overall satisfaction with a Port Douglas holiday remains extremely high with 97 per cent of travellers saying they would recommend the experience.
TPDD executive officer Tara Bennett said that while the report showed a few interesting changes in tourism businesses needed to keep aware of changing trends in tourist behaviour, the overall picture was good for the region’s tourism credentials.
“If they are aware of the changing methods travellers are using, then they can integrate that information into their practices,” Ms Bennett said.
“I think one of the most important stats in the report is the continuously high satisfaction rating of 97 per cent - that’s very high and it indicates that the facilities and activities available here are of a very high standard.”
