Plantation Island Resort in Fiji. Picture: Supplied Source: Supplied
- Resorts need to be like cruise ships on land
- Greater focus on value for families
- Escape: Discover Australia edition in your papers today
AUSTRALIAN holiday resorts need to become more like cruise ships and copy all-inclusive resorts in Fiji and Bali which offer free kids clubs and babysitting to encourage more families to holiday at home.
A new report by marketing research company TNS Global found Australia should "replicate the cruise experience on land'' and offer more free buffet breakfasts, "kids eat free'' deals and activities that cater for all family members.
The Domesticate report revealed Australian accommodation was considered to lack value when it came to quality, size and facilities and it was considered "cooler'' to holiday overseas.
With the strong Australian dollar people also had a "do it whilst we can'' attitude to international travel.
"People are travelling overseas more and they have a better understanding of what the rest of the world is doing,'' TNS leisure and travel director Carolyn Childs said.
"They don't want to be sitting there worrying about how much things are costing.
"People don't think it's very good value for money when you spend $15 on breakfast for a kid at a hotel and they eat one piece of toast.
"Cruising gives you the idea there's lots to do and there's something for every age group.''
Ms Childs said Australia should follow the lead of Center Parcs in Europe which offers accommodation, restaurants, Kids Clubs, outdoor playgrounds and a range of activities from badminton to sailing.
She said some Australian companies were close, citing Big4 Holiday Parks as an example.
"Some Australian resorts have Kids Clubs and some major hotel chains provide a babysitting service but it can be expensive, partly because we have higher standards in Australia,'' she said.
"We need to say that we have the world's best qualified babysitters.''
Tourism Australia managing director Andrew McEvoy said Australia had a higher cost of labour than many competing destinations but the industry has to accept this and "get on with it''.
"Some of the caravan park and camping offerings in Australia are phenomenal in terms of infrastructure, entertainment and value,'' he said.
"Australians understand that our country is magnificent and are looking for reasons to holiday at home.''
The report also found parents were willing to take primary school children out of school for holidays that are equal or better learning value than being at school.
"But there's a reluctance to take kids out of high school,'' Ms Childs said.
Road trips are also making a comeback because people want to reconnect and bond with family.
More Australians are also using mobile phones to book holidays and activities when they are away.
"There's still that sense that the great life-changing experiences happen overseas but we can have magic moments in Australia,'' Ms Childs said.
Australian resorts getting it right
Big4 Holiday Parks (in all states)
Murramarang Nature Resort, NSW South Coast
Hamilton Island, Queensland
Paperbark Camp, Jervis Bay NSW
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