Recreational Vehicle (RV) Travellers – Social and Market Research/Tourism
The Challenge
The Campervan and Motorhome Club of Australia (CMCA) needed a more in-depth understanding of how RV Travellers use non-commercial accommodation (rest areas, free camping areas, etc) when making extended journeys. The organisation had been lobbying local, State and Federal governments to gain support for the development of more non-commercial accommodation for its members and those of affiliated organisations to meet massive increases in demand. However, it had run into an aggressive counter campaign from representatives of Caravan Parks that had been accepted on face value by politicians. Balfour Consulting was asked to research users of non-commercial accommodation to understand who they are, their travel patterns, their attitudes and requirements regarding commercial and non-commercial accommodation and overall spending patterns.
The Solution
Balfour Consulting undertook a survey of RV Travellers using non-commercial accommodation across six separate locations in north and central Queensland. This approach included random sampling of travellers at the peak of the season (June/July), but excluding school holidays, providing a statistically valid sample with which to work. The survey focused on Australian RV Travellers only but covered all types of recreational vehicles, including motorhomes, camper vans, caravans, fifth wheelers and camper trailers.
The Outcome
The CMCA obtained access to accurate, updated research to support its arguments outlining why non-commercial accommodation must be an integral part of the overall accommodation mix for RV Travellers in regional Queensland if rural and outback communities want to maximise the value of this market in both economic and social terms.