Operator Insight - Natalie Hodgskin, Australia Zoo

This is not Natalie (she has a much nicer smile)

Over the last few years, Australia Zoo has become an iconic Australian attraction. Today, even without its famous owner and number one spokesman Steve Irwin, it is rapidly expanding and attracting increasing numbers of visitors from around the world. That success, however, presents its own unique issues. We spoke to Australia Zoo Group Marketing Manager Natalie Hodgskin about tourism, Australia Zoo and what comes next for one of the biggest tourism drawcards in the country.

TRACKER: How long have you been in your current role?
N.H.: I’ve been working with Australia Zoo for two-and-a-half years and Group Marketing Manager for 12 months. Previous to this role I was Australia Zoo’s Promotions and Domestic Marketing Manager.

TRACKER: Can you tell us a bit about your background?
N.H.: My background has been professional services marketing and I’ve held senior marketing roles with the likes of technology companies, Westpac, and most recently Ernst & Young. Throughout my career I’ve also had to juggle a sporting commitments as an Australian Softball representative for 9 years. I was lucky enough to represent Australia at the 2004 Athens Olympic Games and come home with a Silver medal!!

TRACKER: What’s the best part of your job at Australia Zoo?
N.H.: I love the variety of work we are challenged with everyday and great people I work with! It also means a lot to me to be part of an organization that has a real purpose and represents something I truly believe in, and with Australia Zoo that’s wildlife and conservation.

TRACKER: Is there one particular day or week in the job that really stands out?
N.H.: Given that Australia Zoo is open 7 days a week and with the amount of work we’re involved in everyday, I tend to forget what day of the week it is as we’re so flat out keeping up!!!

TRACKER: Where does your market come from; local, interstate, overseas?
N.H.: The majority of our domestic market comes from the greater south-east queensland market, with quite a large portion also coming from interstate (NSW, VIC). Our top international markets visiting Australia Zoo are USA, UK, Europe and New Zealand.

TRACKER: What do you see as the biggest challenges for Sunshine Coast tourism and Australian tourism in general?
N.H.: I think it’s important for LTOs (Local Tourism Organisations) to continue to be major stakeholders and ensure local tourism marketing activities remain as part of the Sunshine Coast strategy moving forward. That will be a challenge with council amalgamations happening at the moment.
For Australian Tourism it would be to remain competitive as a tourist destination for our international travellers and continue to promote our beautiful country to Australians to encourage domestic travel.

TRACKER: How do you measure your marketing efforts?
N.H.: We measure our marketing efforts in a number of ways. For example - through gate statistics, revenue, voucher redemption offers, online marketing etc

TRACKER: How important is your brand to you and why?
N.H.: Our brand is very important to us because not only does it tell our visitors what to expect of their experience at Australia Zoo, but it also differentiates our offering from others. Fortunately we have an established and well known brand and strong brand personality. Consistency is the key to any great brand!

TRACKER: What has the advent of the internet meant to your marketing?
N.H.: The internet is a major part of our marketing strategy. It is a cost effective medium for the distribution of information to a global audience, plus it’s interactive and measurable!

TRACKER: Do you have any words of advice to pass on to other tourism operators?
N.H.: Listen to your customers

TRACKER: What do you see as the biggest challenges facing Australia Zoo over the coming years?
N.H.: The next few years will be really exciting for us at Australia Zoo with our developments taking us to over 1000 acres, featuring animals from all over the world and with staff numbers tripling to 1500 people!