AOT World Tour Germany, Austria & Switzerland in 2015

Overview

1. 5 Facts why Arizona tourism partners should target the German market – and how they should do it…

2. Top 5 things you need to know about the German market

3. Top 5 things you don´t know about the German market

5 Facts why Arizona tourism partners should target the German market

- and how they should do it…

Why should you target Germany?

Fact 1: Germany has one of the largest travel markets in the world

98 million people live in Germany (81.2 million), Switzerland (8.2 million)

and Austria (8.5 million)

(Source: statista 2014)

• In 2014, 1.97 million German travelers visited the U.S.

+2.7% compared to 2013

Source: U.S. Department of Commerce

Why should you target Germany?

Fact 2: The U.S. remains the number one long-haul destination for Germans

• Germany ranks no. 3 in the world with an international tourism expenditure of 92.2 billion USD

• Total expenditure of Germans in U.S. in 2014: 7.39 billion U.S. +2.16% compared to 2013

• Germans spend an average of $131 per day while in the U.S.

Source: Tourismusanalyse BAT | ITA Office of Travel and Tourism Industries

Why should you target Germany?

Fact 3: German travelers are big spenders

Why should you target Germany?

Fact 4: Germans stay longer

• Germans spend 16.6 nights when travelling long-haul

• When visiting the U.S., Germans spend 22.7 nights (2014)

an average of 4.2 nights in Arizona

In 2014, 127,705 German travelers visited Arizona (+6.4%)

6.48% of all German visitors to the U.S. visited Arizona in 2014

3rd largest international market (after Mexico and Canada)

Largest overseas marketSources: ITA Office of Travel

and Tourism Industries | Tourism.AZ.GOV

Why should you target Germany?

Fact 5: Germans love Arizona (and they keep coming)

What should you do to promote your business in Germany?

Work with the Arizona Office of TourismWork with receptive operatorsGive commission (more than 10% will be required)Accept vouchers (credit)Give allotmentsProvide market-specific information (e.g., through your website)Support marketing & PR activities: provide news for press releases and newsletters, be part of media fam trips, help with photo requests

What should you do to be successful in Germany?

Top 5 things you need to know about the German market

1) Concentration of tour operator market

Four major tour operators dominate the German travel market with a combined market share in turn-over of 75%:

•TUI (TUI, Airtours etc.)

•Thomas Cook (Neckermann, Thomas Cook Reisen etc.)

•Rewe Touristik (Dertour, Meier‘s Weltreisen, ADAC Reisen, Kuoni etc.)

•FTI Touristik

5 things you should know about the German market

Concentration of tour operator market

•Wholesalers influence the buying patterns of consumers by advertising, marketing, distribution channels and product placement

•Specialists / niche operators predominantly sell directly to consumers

•Germany has approximately 10,000 travel agencies

5 things you should know about the German market

2) Vacation time in Germany

German employees enjoy 5-6 weeks of annual leave

Popular vacation seasons are:

•Summer vacation (6 weeks of school holidays in July/August)

•Fall vacation (2 weeks of school holidays in October)

•Winter vacation (2 weeks of school holidays around Christmas/New Year‘s)

•Spring vacation (2 weeks of school holidays around Easter)

5 things you should know about the German market

3 ) Current travel trends

•In 2014, there was a growth of 7% in camping holidays: Germans love the combination of comfort with nature, relaxation and activities – from simple tents to luxurious glamping

•Sustainable offers and outdoor activities are becoming increasingly interesting for Germans (hiking, biking, water sports etc.)

•Cruise tourism and city trips are the biggest growth markets among German travelers

Source: BAT Stiftung fuer Zukunftsfragen

5 things you should know about the German market

4 ) Germans are active travelers

Arizona offers a diverse travel product that is appealing for Germans:

•Nature, National Parks and State Parks

•Attractions and Adventure

•Shopping, dining and nightlife

•World-class resorts and spas

•Wild West heritage and Native-American cultures

•Arts and culture …

5 things you should know about the German market

5 ) How do Germans book their holiday trips?

Method of long-haul travel bookings:

•Travel Agencies (80%)

•Internet (8% - higher percentage

with airline or hotel booking only)

Methods of gathering travel information:

•Internet (60%)

•Tour Operator Brochures (48.3%)

•Newspapers & Magazines (44.2%)

•TV (21.1%)

•State/City Travel Offices (19%)

5 things you should know about the German market

Top 5 things you (probably) don´t know about the German market

1 ) Some German trivia…

Chancellor Angela Merkel has a Barbie doll made after her…

5 things you probably don’t know about the German market

more trivia…

There are over 300 kinds of bread in Germany… (we even have bread museums)

…and over 1,000 kinds of sausages (we even have sausage museums!)

5 things you probably don’t know about the German market

2 ) What do Germans know, think and like about Arizona?

• Many are surprised by the size of the state (80% of the size of Germany)

• Nature, National and State Parks

• Romantic view about cowboys and Native American Indians (the books from the author Karl May (1842 to 1912) made the Wild West appealing and famous)

• Iconic places such as Route 66

• ‘Outdoor Mecca’ for (soft) adventure and outdoor activities

5 things you probably don’t know about the German market

3 ) Germans use social media

•81% of all German internet users use social media channels to gather information about travel destinations

•36% of all German internet users have posted their experiences online (before, during and/or after the trip)

Via the social networks Facebook, Google+ or Twitter, evaluation systems, blogs, photo- or video platforms or booking portals

•AOT is on Facebook in Germany

5 things you probably don’t know about the German market

4 ) The influence of the media on a travel decision

The main methods of gathering travel information still include the use of a mix of media outlets:

•Internet (60%)•Newspapers & Magazines (44.2%)•TV (21.1%)

5 things you probably don’t know about the German market

5 ) More German trivia…?

Beer is officially considered food in Bavaria…

…and 65% of the Autobahn (highway) has no speed limit

5 things you probably don’t know about the German market

Ok… one more…

The longest word published in the German language is…

Donaudampfschifffahrtselektrizitätenhaupt-betriebswerkbauunterbeamtengesellschaft

(79 letters)

5 things you probably don’t know about the German market

Please send all your media information, press kits,

newsletters and story ideas to the AOT and add the AOT to

your media distribution list so that we can promote your

region, hotel or services:

media-info@tourism.az.gov

What can YOU do for us?

Thank you very much for your attention.