1 UK Market Presentation July 2010. 2 3 Key Activities July 2009 to present.
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Transcript of 1 UK Market Presentation July 2010. 2 3 Key Activities July 2009 to present.
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UK Market PresentationJuly 2010
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Key ActivitiesKey Activities
July 2009 to presentJuly 2009 to present
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Remainder of 2010 Remainder of 2010 ActivitiesActivities
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“Macau Specialist” Sign-up Promotions Selling Long Haul TTG Win fam places
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AITO Summer Press BBQ
Evening event for Association of Independent Tour Operator members to meet and network with travel media
Attendance from around 40 AITO members and 80 journalists
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National media promotion
National press on and offline Tour operator partner(s) Special late holiday deals
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PATA Academy
New online training scheme for PATA members
One module for each destination member
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Tour Operator Co-op Marketing
Joint activity with HKTB where appropriate:
Virgin Holidays Hayes and Jarvis Travelmood Saga Holidays Thomas Cook Signature
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MGTO/HKTB MICE Event Evening workshop and networking for MICE buyers
Joint HKTB/MGTO function
Presentations
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ABTA Convention 2010 - Malta Senior industry meetings and networking
Media reception
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Online/SEM campaign
Online travel specialist partner
SEM element
Online tactical element
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Group media fam with HKTB Two-centre Macau and Hong Kong Food theme
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How to Sell Macau supplement Produced in conjunction with key trade title
Supported by partner advertising to offset cost
Launch at WTM
Cross sell Macau Specialist Scheme
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World Travel Market
Bigger show, re-configured layout ... MGTO now positioned between Hong Kong and China
Circa 50,000 global visitors
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World Travel Market – House of Commons Dinner Long term partnership with PATA 50 trade and media guests
Sourcing new MP host due to change of government
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C&IT Agency Forum
50 buyers, 25 suppliers
Two day pre-qualified appointments with key MICE agency buyers
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Taste of PATA London event at Borough Market
Participating destinations showcase via food and entertainment
MGTO will participate jointly with HKTB
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20112011
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UK Outbound MarketUK Outbound Market
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UK Outbound Market – 2000 to 2009
2009 Outbound:- 15%
Twelve months to April 2010 Outbound- 13%
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UK Outbound 2009 – purpose of visit
Business visits -17% Holiday visits -16%
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European Outbound Market (IPK International)
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First Half 2010 – “The Perfect Storm”
April – Ash cloud
May – General Election
June – World Cup
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UK Market Profile
85% arrive by seaNo marked seasonality
86% stay four and five star – five star stays increasing
53% stay overnight
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Top destinations combined with Hong Kong 2004 (holiday visitors)
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Top destinations combined with Hong Kong 2007 (holiday visitors)
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Top destinations combined with Hong Kong 2009 (holiday visitors)
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Market EnvironmentMarket Environment
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It’s been a good year for …
It’s been a bad year for …
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Economic Recovery extremely fragile
GDP grew by only 0.3% in first quarter of 2010
UK’s growth forecast for 2011 downgraded to 2.6% from that given by the last government of 3% to 3.5%
Interest rates at historic low of 0.5% since March 2009
Inflation up to 3.7% in April – above 2% target
Unemployment at 8% for 1st quarter, highest since 1994
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Pound beginning to strengthen against Euro but dollar still stronger The toughest package of tax increases and spending cuts in a generation unveiled by new government on 22 June
Government intends to cut the giant £155bn deficit and “balance the books” by 2016 VAT will rise from 17.5% to 20% from January 2011
Leaked figures suggest up to quarter million job losses per year for next five years
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Political
General Election on 6th May resulted in “hung Parliament”
Conservatives and LibDems have created Britain’s first coalition government since World War II
New Prime Minister, David Cameron (Conservative) supported by LibDem leader, Nick Clegg, as Deputy PM
Promising “a new kind of politics”
Are wasting no time in dealing with debt crisis
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Market TrendsMarket Trends
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Consumers protecting main summer holiday at expense of multiple breaks
Some trading down (hotel class, number of nights etc)
Company failures and job insecurity driving consumers back to security of high street agents
Aggressive pricing and deal-led market as consumers look for bargains Short notice booking Environmental awareness slipping down agenda
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Reduced flight capacity to 59 non-stop flights between UK and Hong Kong each week (Cathay Pacific x 28, British Airways x 14, Virgin Atlantic x 7, Air New Zealand x 5 Qantas x 5)
Tour operators sticking with “tried and tested” destinations
British Airports Authority traffic dropped 22% in April
British Airways industrial problems continue
Ash cloud crisis appears over ... for now
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Air Passenger Duty increased from November 2009 – second increase due from November this year
New government have promised to switch from per person tax to per plane tax, but no timing given in recent budget.
Third Heathrow runway cancelled
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One year on …
… little did he know how bad it was going to get!
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SWOTSWOT
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Weaknesses and Threats Increasing unemployment as government tackles UK debt
Lack of direct air access from UK
Long distance, high cost to reach Macau
High UK marketing costs make it expensive to put Macau “on the radar”
Further increase in Air Passenger Duty from November
Good summer weather (so far!) may keep people at home
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Strengths and Opportunities Macau remains relatively new and interesting compared with other regional destinations
World class infrastructure with constant flow of new product and new partners to work with, eg Mandarin Oriental
Closer ties with HKTB allows budget stretch
Ethnic markets, including 2nd and 3rd generation
Some key operators still do not yet feature Macau
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Market Strategy Market Strategy 20112011
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Harsh economic conditions will necessitate a further “tweak” to strategy in 2011 in order to reflect the
challenging market ...
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Distribution ... focusing on (a) the remaining Tier One key players (b) Tier One operators that only have Macau as a day trip and (c) Tier Two operators.
Targeting ... demographic groups and niche segments least affected by the spending cuts/tax increases, working with partners to stretch reach and impact.
Conversion ... through price-led and added-value offers to overcome the fragile economy and consumer “belt tightening”.
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Target Segments
Consumer London/South East Student travel Cruise Honeymoons Ethnic Stopover/VFR
Trade Product Agents/reservations Owner/MD
MICEAgenciesCorporates
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Key ActivitiesKey Activities20112011
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ConsumerConsumer
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PR
Increased focus to overcome high cost of consumer advertising and widen reach
Travmedia event sponsorship - these evening cocktail party attended by up to 180 journalists/PRs. MGTO presentation and communicate key messages
radio interviews about the attractions of Macau, news updates and event information and syndicate these to radio stations around the UK
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Online/social media
Social media as a means to engage with journalists and highlight key news and events
Online element throughout all consumer activities - both awareness conversion, inc SEM
regular communications on the key social media sites (including Twitter)
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Consumer advertising
Follow up to London taxi campaign
Affluent London market, both residents and commuters
Outdoor/ambient options such as digital escalator posters selected by station/route
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Co-operative partnerships
Crucial to stretch budget and increase impact
All the new operators featuring Macau will be supported to drive sales conversion eg highly sought-after annual Sunday Times travel calendar with Hayes & Jarvis
Airline partnerships
London offices of new Macau hotels egMandarin Oriental and, when appropriate, Shangri-La
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Multi destination activities
Hong Kong Tourism Board will remain a key partner due to its gateway position
we will aim to work with CNTO where possible
follow-up activities with Guangdong following recent roadshow
Tourism Australia and Australian states re kangaroo route stopovers
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Radio
Joint project with HKTB
On air promotion with a London radio station selected for audience profile eg Magic FM (weekly audience over 2m) weekly.
Competition format, presenter reads, live broadcasts, online support
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London Chinese New Year Celebrations
250,000 visitors in 2010
In around around Trafalgar Square
Cultural performances and culminates in a fireworks display.
Current sponsors include Hong Kong Tourism Board and Cathay Pacific
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TradeTrade
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Distribution
Remaining “Tier One” targets including: Kuoni Gold Medal Travel Tier Two operators
Day trip operators including: Wendy Wu Tours
Ethnic operators targeting 1st, 2nd and 3rd generation Chinese in the UK
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Trade – Online Training Scheme
As well as face-to-face training we will proactively drive membership of the Macau Specialist online training scheme via promotions and incentives throughout the year.
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Trade – Agent Training Video
Trade promotion in conjunction with TTG or Travel Weekly for agents to win places on a fam to Macau
During the fam they will make a UK specific Macau product training video
Distributed online via media website, traveldaily.tv trade and used by MGTO UK office for training.
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Fams
At least one group fam trip aimed at tour operator product managers to support new distribution.
Retail travel agents/tour operator bookers will be targeted to increase conversion
Cathay Pacific Mega Fam
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World Travel Market – November
Maintain stand position next to HKTB/CNTA
Consider joint at-show promotion
Work with PATA on Voyage of Discovery
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World Travel Market – PATA Dinner
Continue partnership with PATA Maintain Monday evening forcompetitiveness
Review format
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Trade round table Trade event at L’Atelier des Chefs in London
Inviting celebrity pastry chef and journalist Dan Lepard to host and demonstrate how to cook pasteis de nata.
Engage senior trade figures
Moderated by Travel Weekly editor, Lucy Huxley
Media coverage inTravel Weekly
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Other
Industry conferences
Trade e-newsletter
Travelbiz Directory Diary
Trade PR
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MICEMICE
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Networking
Key industry bodies and associations such as Eventia, MPI etc
Capitalize on Becky Smith’s board position with MPI to strengthen relationships with key buyers and media to establish Macau as a prominent MICE destination. Maintain our relationship with “The Oysters” and participate in their annual summer event
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Sales and Education
Sales calls E-newsletters Media and buyers fams
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HKTB Co-operation
Co-operation except in the area of large conventions
For Hong Kong, adding a Macau element offers something new and fresh
For Macau, Hong Kong gives the security of being linked with an established destination and overcomes lack of direct flights
We will therefore work once again with HKTB on a joint MICE workshop/networking event as well as fam(s)
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Media Partnership
Conference & Incentive Travel Magazine
Package of Macau promotions to their readership, including:
• destination guides
• participation in one of their annual agency/corporate forums
• editorial
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Other
PR - maintain close relationships with the highly influential MICE segment media for product updates, press releases, one-to-one briefings, fams Support MGTO presence at the key European MICE shows … IMEX and EIBTM. We do not recommend participation at Confex as experience has shown it is more relevant for UK and European destinations.
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Thank youThank you