Unlocking Opportunities in Eyre Peninsula: A Guide for Short-Term Rental Entrepreneurs
As the Eyre Peninsula (EP) gears up to elevate its tourism sector, there is a wealth of opportunities for short-term rental businesses to thrive. The EP Destination Management Plan 2021-2025 sets ambitious goals to increase visitor expenditure and enhance the overall tourism experience, providing a solid foundation for growth.
With its stunning landscapes, rich cultural heritage, and diverse range of activities, the Eyre Peninsula attracts a wide array of travelers. This diversity creates a unique opportunity for hosts to cater to various segments, from commercial caravanners and families to solo adventurers and digital nomads. By understanding the preferences and behaviors of these different traveler groups, you can tailor your offerings to meet their needs and enhance their experiences.
This blog provides an insightful look into the demographics, travel behaviors, activities, and accommodation preferences of the key traveler segments visiting the Eyre Peninsula. Whether you are just starting your short-term rental business or looking to expand, these insights will help you tap into the region’s potential and grow your business.
Explore the strategies and tips outlined here to make the most of your Short Term Rental.
Embracing Tourism Growth and Economic Impact
The EP aims to boost visitor expenditure from $400 million in 2019 to $500 million by 2030. With tourism regarded as a vital industry for employment and community sustenance, the region is set to attract more domestic and international visitors.
This growth is fueled by the region’s pristine nature, immersive wildlife experiences, and coastal lifestyle.
What This Means for Hosts
Increased Demand: The surge in visitor numbers will drive demand for diverse accommodation options. Your short-term rentals could see a significant uptick in bookings.
Enhanced Revenue: With higher visitor expenditure, there’s a potential for increased rental rates and occupancy.
Targeting Key Market Segments
The Eyre Peninsula (EP) attracts a diverse range of travellers. Understanding the unique preferences and needs of each of these traveler segments is crucial for us as hosts.
By gaining insights into their specific desires and expectations, we can tailor our offerings and services to better align with their needs, ultimately enhancing their experience and satisfaction. This, in turn, allows us to more effectively cater to our target audience and optimise our hosting strategies.
Commercial Caravan and Camping
Demographics:
Nearly half aged 50+
33% traveling with children
Travel Behavior:
92% visit regional destinations
Average stay of 5 days
Activities:
Eating out, sightseeing, beach visits, bushwalking, visiting historic sites
Accommodation Preferences:
27% use caravans
22% camp
40% stay in cabins at commercial sites
Visiting Friends and Relatives (VFR)
Demographics:
33% of overnight trips are for VFR
38% aged 55+
Travel Behavior:
Average stay of 3.2 nights
41% solo travelers
Activities:
Eating out, beach visits
Solo Travellers
Demographics:
Account for 34% of overnight trips
Even split between ages 20-50
Travel Behavior:
Often travel for business or to visit friends
Average stay of 3.3 nights
Activities:
83% engage in social activities
22% participate in outdoor activities
Youth Travellers (Aged 15-29)
Demographics:
Made 27.3 million trips in 2019
Travel Behavior:
Often travel alone or with friends
Average stay of 3.2 nights
Prefer regional destinations
Activities:
Beach visits, national parks, bushwalking, exercising
Families with Children
Demographics:
Parents typically aged 35-49
Travel Behavior:
Trips often during school holidays
Average stay of 3.7 nights
Activities:
Outdoor activities such as beach visits, national park tours
Older Non-Working Travellers
Demographics:
Represent 17% of domestic overnight trips
Often travel as couples
Travel Behavior:
Longer trips, averaging 5.1 nights
Especially in interstate travel
Activities:
Eating out, visiting friends and relatives
Business Travellers
Demographics:
Typically older, nearly half aged 45+
Travel Behavior:
Average stay of 3.5 nights
Prefer commercial accommodations
Activities:
Outside of business, eating out is common
Short Stay Visitors (1-2 nights)
Demographics:
Evenly distributed across ages 20-60
Travel Behavior:
Often travel intrastate
45% stay in commercial accommodations
Activities:
Eating out, visiting friends
Long Stay Visitors
Demographics:
Prefer January and April
Travel Behavior:
Average stay of 6.3 nights
Often visit multiple destinations
Activities:
Eating out, sightseeing, shopping
Recent Migrants
Demographics:
Mostly under 35
82% from capital cities
Travel Behavior:
Average stay of 3.2 nights
Often prefer interstate travel
Activities:
Eating out
Holidays with Flights
Demographics:
Usually full-time workers from capital cities
Travel Behavior:
Average stay of 5 nights for regional destinations
Activities:
Sightseeing, beach visits
Adult Couples
Demographics:
More than half over 55
Travel Behavior:
Average stay of 5.9 nights for interstate travel
Activities:
Eating out, visiting friends and relatives
Tailored Amenities: Offer amenities that cater to different segments. For families, provide child-friendly spaces. For digital nomads, ensure high-speed internet and a dedicated workspace.
Unique Experiences: Market your properties based on proximity to attractions like wildlife tours and coastal activities.
Learn more about Target Market Segments.
Navigating Opportunities and Challenges
The EP’s natural beauty is its biggest draw, but infrastructure and labor shortages pose challenges.
Nevertheless, opportunities abound in leveraging the region’s seafood tourism, digital nomad trend, and emerging space tourism.
Opportunities
Natural Environment: The EP’s pristine natural surroundings and iconic wildlife experiences are major attractions.
Activities like great white shark cage diving, swim-with marine-life tours, and outback adventures are strong draws.
Seafood Tourism: The region’s exceptional seafood is a highlight, recognised through the Seafood Frontier brand and touring route. Promoting culinary tourism can attract food enthusiasts.
Space Tourism: The development of a test rocket range at Koonibba and an orbital rocket range at Whalers Way presents a unique tourism opportunity.
(More detailed blogpost on this topic coming soon)
Digital Nomads: With the rise of remote work, digital nomads are seeking long-term stays in scenic locations.
Offering reliable internet and work-friendly spaces can attract this market.
Challenges
Infrastructure: Large distances between EP and other parts of Australia, inconsistent telecommunications, and underdeveloped local infrastructure can deter visitors.
Labor Shortages: Many tourism operators struggle to find suitable workers. This challenge has been exacerbated by a decline in temporary migrants, who previously filled many roles.
Environmental Impact: Increased visitation, especially to popular campsites, can strain local resources and necessitate improved infrastructure to manage environmental impacts.
Action Points
Highlight Natural Attractions: Promote your properties’ proximity to iconic natural experiences like cage diving and marine adventures.
Invest in Technology: Ensure reliable internet and modern amenities to attract digital nomads and tech-savvy travelers.
Collaborate on Infrastructure: Partner with local initiatives to enhance regional infrastructure and address labor challenges.
Aligning with the Strategic Framework
The EP’s tourism strategy emphasises sustainable tourism, quality visitor experiences, and competitive advantage.
Sustainable tourism, as defined by the UNWTO, involves balancing economic, social, and environmental impacts.
Implementing Sustainability
Eco-Friendly Practices: Incorporate sustainable practices such as recycling, energy-efficient appliances, and eco-friendly toiletries.
Community Engagement: Support local businesses and promote cultural experiences to enrich your guests’ stay.
Maximising Marketing and Digital Presence
The plan underscores the importance of a strong digital presence. Enhancing regional websites and leveraging social media are key strategies.
Marketing Tips
Optimise Listings: Ensure your properties are prominently listed on major tourism and booking platforms like ATDW.
Engage Digitally: Maintain an active presence on social media with engaging content that showcases your properties and the region’s attractions.
Regularly post high-quality photos, guest testimonials, and updates about local events.
Utilise SEO: Optimise your website for search engines to attract more organic traffic.
Use relevant keywords, create quality content, and ensure your site is mobile-friendly.
Leverage Digital Campaigns: Invest in Google Ads and social media marketing to increase visibility.
Target specific demographics that align with your ideal guest profile.
Additional Strategies
Collaborate with Influencers: Partner with travel bloggers and social media influencers to reach a wider audience.
Their endorsements can boost your property’s credibility and attract new guests.
Offer Virtual Tours: Provide virtual tours of your properties to give potential guests a realistic preview.
This can enhance their decision-making process and increase booking rates.
Email Marketing: Build an email list and send regular newsletters with updates, special offers, and local insights.
Personalized communication can strengthen guest loyalty and encourage repeat visits.
Developing Experiences and Supply
Creating compelling visitor experiences and improving accommodation quality are central to the EP’s plan.
The region is focusing on themed driving trails, immersive seafood experiences, and high-quality accommodations.
Enhance Your Offering
Themed Stays
Develop unique themed stays or packages that highlight local attractions, such as seafood tours or wildlife adventures.
Consider partnering with local tour operators to offer bundled experiences.
Upgrade Properties
Invest in upgrading your properties to meet the growing demand for quality accommodations.
Consider adding luxury amenities such as hot tubs, gourmet kitchens, and personalized concierge services to attract high-end travelers.
Eco-Friendly Accommodations
Develop eco-friendly accommodations that appeal to environmentally conscious travellers.
Use sustainable building materials, install energy-efficient appliances, and offer eco-friendly toiletries.
Fostering Collaboration and Industry Capability
The EP’s strategy includes fostering collaboration among local councils, tourism organizations, and businesses.
Building industry capability through training and support is also emphasized.
Collaboration Opportunities
Join Forces
Engage with local tourism bodies and participate in collaborative initiatives to enhance regional tourism.
Attend local tourism meetings, join regional tourism associations, and collaborate on joint marketing campaigns.
Training and Development
Invest in training for your team to improve service quality and operational efficiency. Offer workshops on customer service, digital marketing, and sustainable practices.
Community Involvement
Collaborate with local businesses and artisans to provide unique guest experiences. This can include local food and wine tastings, art workshops, and guided nature tours.
Conclusion
The Eyre Peninsula’s Destination Management Plan presents a robust framework for tourism growth, offering a wealth of opportunities for short-term rental businesses.
By aligning with regional strategies, leveraging digital marketing, enhancing visitor experiences, and adopting sustainable practices, you can capitalize on the expected increase in tourism and contribute to the region’s economic and social development.
As the Eyre Peninsula transforms into a premier destination, your short-term rental business can play a pivotal role in providing memorable experiences for tourists.
Embrace these opportunities, innovate your offerings, and watch your business flourish in this vibrant and dynamic region.
For a detailed read, you can access the full Eyre Peninsula Destination Management Plan 2021-2025 at the link below.
https://www.rdaep.org.au/wp-content/uploads/2022/05/EP-Destination-Management-Plan-2025-FINAL.pdf
