AUSTRALIAN, USA & NORTH AMERICAN – CLIENT IDENTIFICATION
Criteria Australian & New Zealand market USA & North American market
1. Major life style  Aussies are generally very
relaxed people who spend a lot
of time outdoors either playing
sport or socializing.
 They love Mother Nature and
really enjoy their food whether
it’s eating outdoors at picnics or
barbecues or visiting restaurants
with their friends on weekends
 They also enjoy visiting family
and friends and are also very
happy to entertain others in their
own homes.
 They are trusting and generally
fairly generous and happy to
share with others.
 Most Aussies drink alcohol,
usually beer and wine.
 A number of older Aussies now
enjoy walking and bike riding
and are a lot more active than
they were 20 years ago.
2. Why travel to  Asia is close and therefore does
Asia? (main not require long hours-trip in an
reasons to make aeroplane.
them go to Asia  It is cheap to holiday in Asia
for travel) because prices for food,
accommodation and tours once
you are there, are all very
affordable by our standards.
 Because of its affordability,
Aussies now prefer a more
intimate, one-on-one travel
experience with their own
private guides and drivers. This
is way too expensive in other
parts of the world for example
 Within any grouping
(political/non-political;
religious/not religious;
rich/middle class, etc) the
differences are enormous
and cannot be assumed. In
general, travelers do not
like to be asked about their
politics, religion, income
 Individualism and Privacy
is highest
 Strongest Women Lib
countries so there should be
no discrimination or
comparison between
genders.
 Huge nation with service
driven economy and after a
hard 2nd world war, they
value every single penny
spent and to spend for the
right/personal purpose.
 Used to tipping culture.
 People travel to Asia to
experience different
cultures, different food,
music, art, different history,
to meet people living there,
new experiences, see
beautiful settings/ nature,
native animals, flowers.
 More and more good air
deals are on offer.
 Travel like people, they
always want to explore new
and trending places, eager
to learn/see the differences
in other cultures.
 Europe or the Americas.  Being the credit card
 In Asia, Aussies can live like culture, they have a lot
celebrities for very little outlay miles to saved and use for
eg gourmet food, 5 star international flights
accommodation, private villas,  Being involved in the
own private staff/butler etc. Vietnam War and with
 Budget airfares to Asia are now some military bases to be
readily available out of Australia set up in Philippine &
using Jetstar, Air Asia, Virgin, Thailand >>> familiar with
Tiger, Scoot etc. some Asian culture
 All Aussies LOVE Asian food  Some great arts/artist hub in
and are now quite adventurous the region
with their eating.  Long holiday season for
 Most Australian women love X’mas and New Year and
bargain shopping which is this season happens to
readily popular throughout Asia. match with expected
 Many Australians like to now destination’s weather.
interact more closely with Asian
people either in Home Stays (for
the younger), in smaller boutique
style hotels or even in privately
owned villas with their own
local staff.
 Most Aussies are looking for a
more “authentic” travel
experience now in Asia. They
want more intimate, “hands on”
interactions with the local people
so they can see for themselves
what their lifestyle is like.
 4 school-off season: Dec 22nd
–End of Jan; 1 week of Apr; last
2 weeks of Jun; last 2 weeks of
Sep >>> family vacation will be
made these times of year. Since
7,8 & 9 are the winter months
with lot of rains so people tend
to travel more these time too!

3. Work hours (in  Generally Monday to Friday
general) 8.30am to 5.00pm unless they
are shift workers like nurses,
policemen etc.
( around 4.30 am – 13.00 pm
Vietnam time )
 routines vary too much, in
general breakfast 7-9, lunch
12-2 pm, dinner 6-9 pm
(remember the average 12-
14 hours different)
4. Daily habit or  Unless retired, most are away
daily routines from their homes between
8.00am and 6.00pm and really
dislike having their evening
meal interrupted by phone calls
as they prefer to relax after work
with their family.
 Phone calls would be best after
8.00pm at night but most would
prefer contact by e-mail or
Facebook. E-mails are checked
at least daily by most people and
even retirees are now quite
“I.T.” aware.
 Most families are involved with
their kids’ activities on
Saturdays (sport etc) and Sunday
is generally a rest and relax day
with family and friends.
 If they do not have e-mail,
simply ask what time of day
would suit them best for phone
contact – they will appreciate
your thoughtfulness.
5. Major interests  Aussies travelling to Asia,
& expectations expect good, cheap food and
when deciding bargain shopping, tour & travel
travel to Asia experiences
 Most will also expect a certain
amount of criminal or dishonest
behaviour from the locals as
pickpocketing, overcharging etc.
Even though this rarely happens,
most Aussies believe they are
soft targets because of their
trusting nature.
 Bottom line: safe destination,
good food, cheap beers and eats,
meet w/friendly people
6. Internet usage  50-70 year olds are now very
and awareness – enthusiastic travellers and are
how they get happy to travel long distances
intouch with overseas. As a result they have
other people had to learn to communicate
 use email then the time
does not matter,
international phones are
often a problem for
Americans in oversea
countries, computer
accessibility important
 unless busy working, they
love to tend the garden, part
of a social and hobby club,
volunteer for church,
museum or whatever work
that make them useful.
 catch up with world news
very often.
 Travel cost and ease, cost
within the Asian country,
help with designing best
itinerary, where to go
within a country and how
much time to spend at each
place, type of internal travel
arrangements, personal
safety, availability of
medical or other help if
needed, weather - best
months to travel.
 Something really unique or
very local experiences
 Shared information from
friends/family important,
Internet information is
critical
 with family via smart phones,
Facebook and Instagram.
 Many have also been caravan
travellers around Australia so in
order to stay in touch with
family, they will have their own
lap top computers and computer
tablets due to their compact size
and portability.
 Most would widely use e-mail
and those who do not have their
own e-mail address, would be
happy to use their children’
address and get help from them.
 If you can convince an Aussie
7. Special notes tourist that he is your No. 1
priority and that you can be
relied upon to ensure his safety
and well being while in a foreign
country, you will get his
business.
 If you manage to follow this
through and prove it while he is
in your care, you will get the
business of all his family and
friends. Aussies are very loyal
and will always pay back a
favour.
 Aussies do not trust anyone who
does not smile, which makes it a
little difficult in many Asian
countries where the people are
more modest and restrained.
 Aussies LOVE and trust anyone
with a sense of humour.
 Your “meet & greet” service
upon arrival is a wonderful idea
as it instantly establishes a trust
and bond with the Travel Agent
– the traveller then feels valued.
 Ability to speak and understand
English, travel staff from or
very familiar with the Asian
country, allow some flexibility
in the amount of time spent at
specific places depending on
the individuals, when providing
individual or small group tours
try to combine the travelers
preferences with the experience
of the travel staff.
 Certain distance and space
should be kept in the beginning
periods, before you becoming
their good friend
 American is frank and clear.
Sometime, they are confused as
demanding clients.
 Being the most advance
country in the world and
always inspired by innovations
and creativities, USA clients
always high value the
uniqueness, difference, top
known and smart working
while keeping it all clear