DNE SUMMIT 101 - New England · A multi-state cooperative marketing effort to generate travel from...

www.discovernewengland.org

Discover New England International Travel & Tourism

DNE SUMMIT 101


A multi-state cooperative marketing effortto generate travel from overseas visitors

Established in 1992: the first cooperativeregional destination marketing organizationin the USA to promote a region internationally

Target markets: United Kingdom/Ireland, Germany/German-speaking countries, Japan and Australia

Head office located in Portsmouth, New Hampshire

Discover New England (DNE)

Typically visit during non-peak travel periods and stay longer

Spend significantly more than the domestic traveler

With rare exceptions, THEY DO NOT CANCEL!

Trips are planned an average of 120 days in advance (92 for airline reservations)*

The US tends to attract a more sophisticated visitor, with an average age of 40 (men) / 38(women)*

Average household income($78,657)*

*2018 figures, leisure visitors

International Travelers

Data Source: Data Source: National Travel & Tourism Office - travel.trade.gov www.discovernewengland.org

Overseas travelers to the U.S.79.6 million

Overseas spending$256.1 billion

Jobs supported by international travelers 1.2 million

Data source: International Trade Association (travel.trade.gov/outreachpages/download_data_table/Fast_Facts_2018.pdf)


International Travelers to the USA: 2018

21.2 million 18.5 million

Canada MexicoUnited Kingdom JapanChina S. Korea BrazilGermanyFrance Australia

4.6 million 3.4 million 2.9 million 2.2 million 2.2 million 2.1 million 1.7 million 1.4 million

Data source: US Travel (ustravel.org/system/files/media_root/document/Research_Fact-Sheet_International-Inbound.pdf)

) www.discovernewengland.org

Top In-Bound Countries to the USA:2018


2020 Forecast: 96 million visitors – a 35% increase over 2011

Data Source: Dept. of Commerce / Office of Travel and Tourism Industries (OTTI)

International Travelers to the USA: Projection Through 2020

Arrivals in millions


2.15 million overseas visitorscame to New England in 2017*(excludes Canada/Mexico)

Spending by internationalvisitors to New England was$6.4 billion**

Spending by visitors to New England increased 5.5% in 2017

Spend increased due to a mix of an increase in visits andincreased air capacity (and access) to New England

International Visitors to New England

* Data Source: New England Overseas Visitors 2016 Report** Spending includes business, leisure, education and other spend


Data source: the U.S. Department of Commerce – International Trade Administration –Office of Travel and Tourism Industries (OTA) and Travel Market Insights

Overseas Travel to New England –Top Incoming Markets for 2017

Country Estimated # of Visitors Market Share

China 318,000 10.01%United Kingdom 293,000 6.54%Germany 154,000 7.39%India 114,000 8.89%France 103,000 6.15%South Korea 100,000 4.27%Japan 76,000 2.12%Australia 69,000 5.19%Brazil 67,000 3.5%Netherlands 43,000 6.15%


Real value for UK andEuropean travelers

New/exotic destination forAsia Pacific travelers

Favorable exchange rate

Shared history and culture

Low gas prices

Typically 3rd or 4th U.S. visit

Short flight time from Europe to Boston

Expansion of air service from Asia/Pacific markets

Why Do Visitors Come to New England?


Tier 1: China, UK, Ireland and Germany Tier 2: Australia/New Zealand, France Tier 3: South Korea, Japan, Brazil, Scandinavia & Italy

Are the top incoming overseas markets to the U.S.

Have populations that are affluent

Have populations that travel

Have populations with reliable travel access

DNE has representative marketing firms in the UK, Ireland and Germany

DNE’s Target Markets


International Tourism “Food Chain”

Receptive Operator“One-stop shop” — U.S.-based companies that specialize in packaging services for

International Tour Operators; contract directly with accommodations, transportation, attractions, events, and all amenities; consolidate billing.

International Tour OperatorPackages all elements of tour and travel products together and/or

buys packages from Receptive Operators. Sells via travel agents or directly to the consumer

Travel Agent“Front person” — sells packaged holidays from tour

operators directly to the consumer

Consumer

SupplierLodgings and attractions


Online U.S. Travel Agencies

Booking.com

Expedia

Orbitz

Travelocity


Tour Operators Create Packages……Travel Agents Sell Packages

A package can mean any or a combination of the following:

City stay

Pre-planned fly/drive holiday

Custom fly/drive holiday

Motor coach/group tours

Activity holiday (eg: ski, golf,biking)

Cruise

Destination/resort stay

Airline ticket & rental car only


Working with Buyers: Rates & Profits

Receptive operators —30% off rack rates

Tour operators —20% off rack rates


Always Remember:

A room or ticket unsold…

…is revenue lost forever!


Travel Industry Talk… FAMS: Familiarization tours —

media or trade

Net rates: agreed upon reducedrates offered by a supplier to awholesaler

Rack rates: Full price, published rates

FIT: Foreign Independent traveler

Fly-drive: Individual travel

Tailor made: Custom made programs for client

Long haul: Any vacation outside of Europe


DNE’s 25th Annual Tourism Summit & International Marketplace 2020

Register online for early bird rates!discovernewengland.org/dne-summit

The only travel trade show focused solely on New England

80+ international tour operators, receptive operators & travel writers (70+ companies)

Representatives from 300+ New England hotels, attractions, DMOs, and state tourism offices

Market update workshops and networking evening events

Sunday River Resort, MaineMay 11-12, 2020


Why Attend the DNE Summit?

Tap into the internationalmarket without travelingoverseas

Focused on New Englandrather than the whole of the USA

Top travel buyers for theoverseas market

One-on-one business meetingswhere contacts can be made and contracts signed


The International Marketplaces Eight-minute introductory

meetings

More than 5,000 meetings at the 2019 Summit

Most meetings arepre-scheduled

Exhibitor table options outside the Marketplace

See which companies are a fit to begin contract discussions

Firm up relationships with existing partners


Buyers at the 2019 DNE Summit Australia

New Zealand

France

Germany

Italy

Netherlands

Singapore

Sweden

Switzerland

United Kingdom

U.S.-based operators – Japanese and Chinese markets

U.S. & Canadian receptives

Online booking agencies

International travel writers


Three Days of Pre-scheduled Meetings


2020 Summit - Making It Work: Attractions/Tours/Venues/Restaurants 2021/22 rates and dates Ability to take advance

bookings Accept vouchers/direct billing Make sure your staff

understands how the voucher system works

What industry segments can you accommodate?Groups/FIT/Fly&Drive


Making it Work: Lodging properties

Bring 2021/22 rates

Never go above rack rate!

Test the water

Be flexible

Results take 2-3 years


Blackout Dates & Allocations

Black-out dates should be keptto a minimum and stated on thecontract whenever possible

They do not mean NO rooms,just higher rates

Spread allocations over severalaccounts

Average 2 room allocations fortour operators and 5 roomallocations for receptives


Free-sell is Even Better…

Let one or two key accountsfunction on a “Sell andReport” basis without agiven allocation

This will give the touroperator more freedom andyou a clearer picture ofwhere you stand on anygiven day


“Cut-offs” are Important

What is the closest youcan go on any given datebefore pulling backunsold rooms?

The average is 7 daysbut 3 is better

The longer you can give tour operators anallocation the more time they have to sell!


“Stop sells” are a Necessary Evil…but Different than Blackouts

“Black outs” give tour operatorsrooms to sell at a higher rate

“Stop Sells” mean no rooms areavailable — STOP SELLING ME!

You can issue stop sells prior toyour cut-off period

Do not get caught with fewer roomsin your inventory than allocated


Customer Service Implications

Training of front desk staff isessential

If you have bi- or multi-lingual frontdesk staff, schedule them to workduring check-in periods

Understand cultural differences andunique expectations and needs

Remember: tour operator rates areconfidential and should never bedivulged to the guests!


Why Should Buyers Contract with Your Property or Attraction?


2021/22 rates (imperative!) 2020 rates (just in case!)

Business cards

Small lure pieces

Notebook or iPad with images

Writing paper, pens, stapler, paper clips, etc.

Essentials to Bring


Register Online!www.discovernewengland.org/dne-summit

EARLY BIRD RATES — SAVE $100(Paid in full by February 21st, 2020)

Single registration $795 per personExhibitor table $1,195 (includes one registration)


1. Register and pay for the DNE Summit by February 21, 2020 to get the Early Bird Rates:www.discovernewengland.org/dne-summitFrom February 22, 2020 onwards, the rates increase by $100

2. Book your room at Sunday River Resort

3. Company profile and descriptive name in our online registration system

4. Supplier appointment requests: March 2, 2020Buyer appointment requests: March 17, 2020

5. Appointment schedules will be available: April 29, 2020

DNE Summit Information


Discover New England

URL: www.discovernewengland.org

Facebook: www.facebook.com/discovernewengland

Twitter: www.twitter.com/newenglandvisit

Instagram: www.instagram.com/discovernewengland

Pinterest: www.pinterest.com/DiscoverNE

DNE SUMMIT 101 - New England · A multi-state cooperative marketing effort to generate travel from...

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