Freedom Seekers - Fast Facts
Tourism Research Australia (TRA) in partnership with Tourism Western Australia
(TWA) commissioned a study to identify and measure the key factors that are likely
to affect demand and supply of caravan accommodation in Western Australia both
now and in the future.
To download the full report, go to http://www.tourism.wa.gov.au/caravanresearch.
Alternatively collect the Fact Sheets that provide snapshots of the key findings.
Overview
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Freedom Seekers represent 13% of ‘Travellers’ – those caravanners who
stay at parks for accommodation as part of a longer road trip.
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Freedom Seekers are usually a couple or friends, young professionals, reside
interstate or overseas and travel for a shorter period of time – usually less
than three months.
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Freedom Seekers compared to the other segments (excluding Families) were
more likely to have higher household incomes (51% $50k+).
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They are usually travelling for a shorter period and have most likely to have
started their trip in VIC/Melbourne.
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Travellers tend to travel anticlockwise around Australia including 57% of
Freedom Seekers.
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Freedom Seekers are likely to have visited a number of regions in Western
Australia, but were less likely to have visited the North West than Grey
Nomads.
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On average they spent two months or 67% of their trip in WA.
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The majority of Freedom Seekers spent less than three nights (73%) at the
caravan park. On average a tenth of their total trip was spent in the current
caravan park.
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When choosing a caravan park most Freedom Seekers use guides such as
CAMPS, RAC or Lonely Planet. A Star Rating also is an influence on the
decision making process.
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Freedom Seekers are more likely than the other Travellers to camp (24%)
and stay in on-site cabins / chalets / vans – especially on-site cabins / chalets
(29%).
Expectations
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Three highest rated expectations across all groups including Freedom
Seekers: cleanliness of the toilet and shower facilities, a friendly /
approachable operator and the general appearance of the park.
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92% rated clean toilet and shower facilities as the highest expectations with
55% rating clean barbeque facilities as an important factor.
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Location and helpful friendly staff rated as the two most important features of
a caravan park for Freedom Seekers.
The Future Outlook
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55% of Freedom Seekers indicated that they were interested in staying in a
nature based or eco-type caravan park.
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The impact of increasing fuel prices on the overall affordability of a caravan
holiday was mentioned by Freedom Seekers who are more likely than the
other segments to question the reduced affordability of this type of holiday.
The report Understanding the Caravan Industry in WA has identified some potential
strategies to increase supply of caravan park sites in WA as well as support and
protect existing parks. These strategies are currently being considered by the State
Government.