Travel Reference
In-Depth Information
However, looking at the state-level data, there was an overall 2.6%
growth in the number of people staying with friends and family. Yet there
were fewer people staying in hotels, motels and serviced apartments (a drop
from 5,660,000 to 5,497,000) and a drop in the average length of stay (from
2.4 to 2.3). There was also an increase in caravanning and camping during
that time, which could be linked to selection of cheaper accommodation
because of the recession. This was also seen in the UK (Liu, 2009).
Implications
Despite a decade-long trend of domestic travel declining in Australia,
VFR travel, in Victoria at least, is more resilient. When an international
conference was dedicated to VFR travel in the mid-1990s (held at Victoria
University in Melbourne), King (1996) highlighted that VFR had stood up
well in Victoria despite recessionary conditions. It has similarly been shown
that VFR travel has withstood the recessionary tourism downturn in other
countries. While only two years' worth of official data at regional profile
levels were available for this research, it does show growth in the VFR sector
in Victoria despite the recessionary conditions over the period. This trend
has also been revealed in other destinations outside Australia.
Thus, VFR may be a viable marketing opportunity for tourism destina-
tions and tourism operators. While marketing to 'Aunt Betty' lacks glamour,
it does have merit. This may be particularly appropriate in economic
downturns, when some people will forgo the family holiday. However,
the mind-set towards reconnecting socially is different. Travel to meet a
new-born baby, attend a funeral, a wedding, anniversary, a birthday celebra-
tion, a graduation, a christening, or a celebration of Christmas as a family
is unlikely to be considered a luxury. Such events are more likely to be
considered an essential part of functioning and connecting as a family.
Families have needs to reconnect socially regardless of economic con-
ditions. As a result, travel is less likely to diminish than are holidays per
se. People's desire to purchase and to travel is affected by confidence. So,
despite a general trend away from domestic tourism in Australia, people still
travel to connect with friends and relatives. Family and friends are always
important.
Conclusion
For many destinations VFR travel is a large (by size) and valuable part of
tourism. While marketing to VFR travellers has been traditionally ignored,
marketing to VFR travellers should be regarded as an opportunity and a
potential market segment for some operators and promotional bodies. This
could be particularly the case in recessionary conditions, as it can create a
buffer against economic downturn.
