FRANCE
MARKET PROFILE
Market overview
Over $1bn
In 2015, France was Australia’s 15th largest inbound market for
visitor arrivals, 13th largest market for total visitor spend and
11th for visitor nights.
Potential to be
worth by 2020
Key importance factors for holiday destination choice1
119,000
World class nature 65%
Visitor arrivals3
(á 1 per cent)
Value for money 51%
History and heritage 38%
Safety and security 38%
Welcoming people 33%
Aviation routes from France to Australia2
London
Holidayפ
Visiting friends & relativesפ
52%
19%
Businessפ
Other◊§‡
9%
20%
Paris
Lyon
Toulouse/ Nice
Marseille
Seoul
Dubai
Doha
Abu Dhabi
Hong Kong
Kuala Lumpur
Singapore
$0.8bn
Total spend4
(á 16 per cent)
Which airlines3 do French visitors use to travel to Australia?
Airline
2011
2012
2013
2014
2015
Emirates
15%
16%
18%
21%
22%
Qantas Airways
25%
25%
18%
14%
14%
Singapore Airlines
9%
8%
9%
8%
7%
Cathay Pacific Airways
7%
7%
8%
7%
7%
Etihad
6%
5%
6%
6%
6%
Jetstar (Australia)
6%
7%
5%
6%
6%
Malaysia Airlines
3%
6%
5%
4%
4%
Air Asia X
3%
2%
3%
3%
3%
26%
25%
30%
31%
31%
Others
66
*4
Average nights
stayed◊
23
**4
Median nights
stayed◊
Mar-May and Sep-Nov Booking peak period
Jul and Oct-Feb
Travel peak period
Purchase funnel1
In France, Australia is ranked #3 for aspiration, #7 for awareness
of experiences and #5 with respect to intention. The USA and
Canada lead as the most aspired and intended out-of-region
destinations. Conversion tends to be an issue, with Australia’s
rank dropping #20 in terms of visitation.
3RD 7TH 5TH 20TH
ASPIRATION
AWARENESS
INTENTION
VISITATION
Notes:*Average nights: the sum of all nights divided by the sum of all visitors. **Median nights: represents the midpoint length of stay for which 50% of visitors stay less and 50% stay longer.
◊Data refers to an average of 2011-2015. § Refers to share of arrivals of respective purpose of visit. ‡ Other includes education, employment and others.
Sources:1.Tourism Australia, Consumer Demand Project, 2013. 2.Department of Infrastructure and Regional Development, December 2015. 3.Department of Immigration and Border
Protection, December 2015. 4.Tourism Research Australia, International Visitor Survey, December 2015
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FRANCE Market Profile 2016
FRANCE
MARKET PERFORMANCE
»» The charts on this page provide a trend overview of visitor arrivals and spend over the last 10 years by main
purpose of visit, by first time and repeat leisureΔ visitors and also a snapshot of age demographic split of
leisure visitors and spend.
Visitor arrivals1
Visitor spend2
140
119,000
0.8
Total trip spend ($bn)
80
60
40
20
0.7
0.6
0.5
0.4
0.3
0.2
0.1
Visitor arrivals by main purpose of visit1
Jun-15
Dec-15
Jun-14
Dec-14
Jun-13
Dec-13
Jun-12
450
Other
Year ending
Dec-15
Jun-15
Dec-14
Jun-14
Jun-13
Dec-13
Jun-12
Dec-12
Jun-11
Dec-11
Dec-10
Jun-10
Dec-06
Dec-09
0
Dec-15
Jun-15
Dec-14
Jun-14
Jun-13
Dec-13
Jun-12
Dec-12
Jun-11
Dec-11
Jun-10
Dec-10
Dec-09
Jun-09
Dec-08
Jun-08
Dec-07
Jun-07
Business
50
Education
Dec-06
Education
150
100
Other
10
0
200
Jun-09
Business
20
Visiting friends
or relatives
250
Jun-08
Employment
30
Employment
300
Dec-08
40
Holiday
350
Dec-07
Visiting friends
or relatives
400
Jun-07
50
Total trip spend (A$000s)
Holiday
60
Year ending
First and repeat leisure visitor arrivals2
First and repeat leisure visitor spend2
350
150
Leisure arrivals by age2†
45 –59 yrs
17%
60 yrs & over
14%
45 –59 yrs
14%
15 – 29 yrs
57%
60 yrs & over
13%
Jun-15
Dec-15
Jun-14
Dec-14
Dec-13
30 – 44 yrs
16%
Notes: Δ Leisure refers to main purpose of visit of holiday and visiting friends and relatives. † Age profile data refers to an average of 2011-2015.
Sources: 1. Department of Immigration and Border Protection, December 2015. 2. Tourism Research Australia, International Visitor Survey, December 2015.
FRANCE Market Profile 2016
Jun-13
Dec-12
Jun-12
Dec-11
Jun-10
Jun-09
Jun-11
Year ending
Leisure spend by age2†
30 – 44 yrs
17%
15 – 29 yrs
52%
Dec-10
Year ending
Dec-15
Jun-15
Dec-14
Jun-14
Jun-13
Dec-13
Jun-12
Dec-12
Jun-11
Dec-11
Dec-10
Jun-10
Dec-09
Jun-09
Dec-08
Jun-08
Dec-07
Jun-07
0
Dec-06
50
0
Dec-09
100
10
Jun-08
20
Return visit
200
Dec-08
Return visit
30
First visit
250
Dec-07
40
300
Jun-07
First visit
Dec-06
50
Total trip spend (A$000s)
60
2
Dec-12
Jun-11
Visitor spend by main purpose of visit2
70
Visitor arrivals (000s)
Dec-11
Jun-10
Year ending
Year ending
Visitor arrivals (000s)
Dec-10
Jun-09
Dec-09
Jun-08
Dec-08
Dec-06
Jun-15
Dec-15
Jun-14
Dec-14
Jun-13
Dec-13
Jun-12
Dec-12
Jun-11
Dec-11
Jun-10
Dec-10
Jun-09
Dec-09
Jun-08
Dec-08
Jun-07
Dec-07
Dec-06
Jun-07
0.0
0
Dec-07
Visitor arrivals (000s)
100
$0.8bn
0.9
120
FRANCE
MARKET PERFORMANCE
»» The following˚ table provides a summary of arrivals, spend and the proportion of repeat visitors to Australia
by main purpose of visit: holiday, visiting friends and relatives and business.
HOLIDAY
VISITING FRIENDS AND RELATIVES
BUSINESS
57,400 (52%§)
20,600 (19%§)
10,400 (9%§)
$6,438
$3,684
$6,153
Spend per night
$98
$121
$284
Repeat visitors
32%
60%
60%
Average nights stayed2
66
30
22
Median nights stayed
24
19
9
Arrivals
1
Spend per trip2
2
2
2
»» The following provides an overview of top 10 regions visited by leisure visitors*
Top 10 regions visited by leisure visitors◊*2
Sydney 65%
Melbourne 37%
Tropical North Queensland 25%
Brisbane 24%
Perth 17%
Adelaide 13%
North Coast NSW 13%
Alice Springs 13%
Lasseter (Uluru) 13%
Whitsundays 13%
Notes: o Data refers to an average of 2011-2015. § Refers to share of arrivals of respective purpose of visit. ◊Top 10 regions visited data refers to an average of 2011-2015. Percentages will not
add to 100% as one person can visit multiple regions. The data refers to visitors who spent at least one night in the region. * Leisure refers to main purpose of visit of holiday and visiting friends
and relatives.
Sources: 1. Department of Immigration and Border Protection, December 2015. 2. Tourism Research Australia, International Visitor Survey, December 2015.
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FRANCE Market Profile 2016
FRANCE
AVIATION LANDSCAPE
»» The France-Australia routes remains
highly competitive with a number of
airlines offering a range of different
routes and airfares to all Australian
cities. French visitors can travel to
Australia from a number of French
cities including Paris, Lyon and Nice,
via hubs in Asia and the Middle East.
»» Further growth is expected in 2016
driven by Middle Eastern and North
Asian carriers. Growth will also
continue to focus on Paris (rather than
smaller French cities).
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FRANCE Market Profile 2016
»» In 2015, over a fifth of French visitors
to Australia travelled on Emirates,
followed by Qantas (14 per cent) and
Singapore Airlines (seven per cent).
See table on page 1.
»» Air France-KLM is the national flag
carrier for France and is unlikely to
resume services to Australia. Instead
the airline works with airlines such as
China Southern and Etihad through
codeshare and interline agreements to
fly tourists to Australia.
»» There is a distinct seasonality pattern
with French tourists, with peaks during
European summer months, particularly
around school holidays as well as
Australian summer months.
FRANCE
DISTRIBUTION
»» Consumers under 30 years of age are increasingly using online channels for bookings, including long haul
travellers who are visiting for extended periods of time. The online environment plays a key role in France
for destination selection and planning. Internet users are seeking the best prices and innovative services.
Traditional operators remain important particularly for consumers over 40 years old and for special interest
travel such as Honeymoons.
Distribution system
Wholesalers/ Large Agencies
Commission Level: 15% – 25%
»» There are two major distribution channels for Australian product in the French market:
>> Wholesalers who sell their products through travel agencies (mainly chains, franchise systems
and co-ops, and a few independents).
>> Direct sellers who use their own retail offices and partner agencies and online as their
distribution channel.
»» Given a large portion of French travellers to Australia are aged under 30 years old (youth target),
they predominantly book online purchasing just a flight and some ground content. French
travellers over 35 years old and also honeymooners would rather book more complex travel via
traditional channels.
»» There are approximately 60 tour operators selling Australia in France, with 12 producing
dedicated Australia or combined Australia, New Zealand and South Pacific programs. The major
traditional wholesalers selling Australia include Asia Voyages , Australie Tours and Ailleurs .
»» The number of direct sellers has increased in the French market with nine of the key players
focusing on direct sales to the consumer. Key direct sellers include: Australie à la carte, Aventuria,
Voyageurs du Monde, Australie Autrement, Maison de l’Océanie, Monde Authentique, Cercle des
Vacances, Marco Vasco,STA Travel and Meltour.
Retail Agents
Commission Level: 10% – 14%
»» There are 5,500 travel agencies and 35,000 to 40,000 travel agents in France. The main retail
agency networks in France include:
>> AS Voyages created from the merger of Selectour and Afat Voyages with 1,194 travel agencies
(33 per cent market share of the French market).
>> Tourcom with 660 travel agencies (17 per cent market share).
>> Thomas Cook with 550 travel agencies (16 per cent market share).
>> Havas (created from the alliance of Havas Voyages and Carlson Wagonlit Travel) with 336 travel
agencies (9 per cent market share).
>> Nouvelles Frontières and Marmara with 280 travel agencies (8 per cent market share).
>> Manor with 301 travel agencies (8 per cent market share).
>> Leclerc Voyages with 184 travel agencies (5 per cent market share).
>> Carrefour Voyages with 152 travel agencies (4 per cent market share).
»» Retail agencies are quite powerful in France, controlling the distribution of tour
operator brochures.
Aussie Specialists
»» The Aussie Specialist Program (ASP) is the primary platform for Tourism Australia to train and
develop front line travel sellers to best sell Australia.
»» As at April 2016, there were 417 qualified ASP agents in France.
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FRANCE Market Profile 2016
FRANCE
DISTRIBUTION
Online
Commission Level: 12% – 18%
»» The major French online operators by Unique Visitors (UVs) are:
>> Voyages-Sncf.com (5,828,000 UV per month).
>> Vente-privee Voyages (1,542,000 UV per month).
>> Voyage Prive (1,050,000 UV per month)
>> eDreams (913,000 UV per month).
Inbound Tour Operators
Commission Level: 20% – 30%
»» Inbound tour operators form a key part of the distribution chain in France, linked with French
wholesalers who run Australian programs.
Trends
Planning a visit to market
Distribution
»» Young consumers, especially working
holidaymakers, are increasingly booking
direct with airlines and product.
Top tips for sales calls
»» Make sure you know the product and
positioning of a tour operator before
meeting with them. Product managers
expect your products to be in line with
what their clients require.
»» The French Online Travel Agency (OTA)
market remains somewhat fragmented,
with global, regional and local players
each maintaining a significant share.
Planning and purchasing travel
»» Of the passengers that book some part
of their Australian holiday online, the
three most popular items booked were
international airfares (80 per cent),
visas (54 per cent), and accommodation
(46 per cent).
»» The French travel trade prefer hard
copies of brochures and collateral. They
will highly value information in French
language.
»» An average sales call with a product
manager should last between 45 to 60
minutes.
»» The best time for sales calls is January
to April and October to early December.
»» Traditional retail agencies remain
an important channel for long haul,
complex destinations such as Australia.
Retail agents also remain a vital source
of information, alongside travel books
and guides.
»» The key market centres to visit are Paris
and Lyon. Although the French travel
industry is highly concentrated in Paris,
some key tour operators are located in
other French cities (e.g. Nantes). Those
operators shouldn’t be ignored, and
your sales call will be appreciated.
Special Interest
»» Working holidays and Honeymoon
travel are specialist segments in France
which are high-yielding for Australia.
»» For more general information on sales
calls and planning a visit to market,
please see Tourism Australia’s Planning
for Inbound Success ebook at
www.tourism.australia.com/
inboundsuccess
»» French honeymooners’ budgets
generally vary from 2,500 to 10,000
Euros. This type of long haul travel is
booked primarily through traditional
booking channels. Key operators selling
honeymoons to Australia include
Voyageurs du Monde, Australie à la
Carte and Australie Tours.
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FRANCE Market Profile 2016
FRANCE
DISTRIBUTION
Key trade and consumer events
Event
Location
Date
International French Travel Market (IFTM)
Paris, France
20-23 September
2016
International Luxury Market Cannes
(ILTM Cannes)
Cannes, France
5-8 December 2016
Australian Tourism Exchange (ATE)
Sydney, Australia 14-18 May 2016
Where to find more information
Tourism Australia’s activities in France are managed from its Frankfurt
office and a representative office in Paris. For more information visit Tourism
Australia’s corporate website at www.tourism.australia.com.
Australian State and Territory Tourism Organisations with representation for
France include South Australian Tourism Commission, Tourism NT, TEQ and TVIC
Also see:
France Country Brief published by the Department of Foreign Affairs and Trade at:
www.dfat.gov.au/geo
For the latest arrivals statistics, visit:
www.tourism.australia.com/arrivals
For additional statistical reports refer to the Australian Bureau of Statistics (ABS)
and Tourism Research Australia (TRA) websites:
www.abs.gov.au and www.tra.gov.au
Contact
Level 29, 420 George Street
Sydney, NSW, 2000
Telephone: +61 2 9360 1111
Email: [email protected]
Corporate: tourism.australia.com | twitter.com/TourismAus
Consumer: australia.com | twitter.com/Australia | facebook.com/SeeAustralia
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FRANCE Market Profile 2016