DTCM UK &

Ireland

DTCM UI – At A Glance

Trends

Media Value

Photos

Air Accessibility

Major Initiatives

Other

Media Value

“2008 & 2009 estimated total media value generated in your market as a

result of your marketing efforts”

2008Advertising• Budget was AED 6.2m which was spent in full across consumer print and

online, trade and joint marketing

Media & PR• Budget was AED 840k• Media value generated was c AED 60m

2009Advertising• Budget was AED 6.2m which was spent in full across consumer print and

online, trade and joint marketing

Media & PR• Budget was AED 840k• Media value generated was c AED 76m

Major Initiatives – some examples

Restructured the team

Exhibitions and Events

* UK Cruise Convention

* ITT Conference – Host Nation

* Advantage, ABTA, Hays, Travel Counsellors, Freedom, TTA Conferences attended

* TTG Road Shows

Online Marketing

* Dubaitravelmarket.co.uk now collapsed

* URGENTLY need definitelydubai.co.uk

* Extensive PPC and SEO marketing in 2009

* Facebook Page launched for fam trips – compliments the fam trip section on dubaiupdate.co.uk

* Well established Twitter page

Dubai Expert:

* Launched a new incentive scheme

* Re wrote the entire copy

Dubai Update – e-newsltetters

* Revised layout based on response rates

* Much closer working relationship with Dubai based suppliers

Agent Dinners

* More flexible approach

* Face to face contact with over 600 travel agents

* Greater variety of events (V Hols a good example)

Dubai Update – website

* Major overhaul of content

* Countless New agent friendly features

* Development of a stronger Commerce section

Market Segmentation Exercise

* 4 distinct segments

* Segments define our advertising, PR and fam tripsTTG The Big Idea

* DTCM were the sole sponsor in 2008 and 2009

Photos – a small selection

906611

Emirates Tours Event Premier Holidays Event

Thomas Cook Event

Dubai Expert Fam Virgin Holidays Event

Dubai Expert Fam

Dubai Expert Fam

Trends – current and future

AFFODABILITY and VALUE is king. The All Inclusive market is one of the few real growth areas

The market remains late booking – webust find early booking incentives, iebook Jan / Feb 2011 and your kids willgo free Summer 2011

Family continue to ‘buck the trend’ ie c50% of the family market will

have booked their summer holiday in Jan/Feb

Social media is playing a huge and increasing role in influencing holiday choices. Web and social media

marketing strategies are essential.

People want more from their holidays – activities, experiences. We need to engage with them on an emotional level rather than just show ‘product’

More people than ever before are influenced by environment and CSR when it comes to making a holiday choice.

Currently 128 direct flights to Dubai per week from the UK

Airline capacity

128Flights

• London Heathrow• London Gatwick• Glasgow• Manchester• Birmingham• Newcastle

Challenges:• Approx 80% of EK traffic tranits through Dubai• Actual capacity from the UK regions is strong• Absence of a direct service from Dublin is one of the key factors for the continued decline in the Irish market

Other

DTCM UI won every award available to us in 2009, and there is good reason for that:

• The team understands clearly what they need to achieve and have the training and support in order to that, from the vision and mission right down to individual KPIs. There is a culture of empowerment and this was evidenced by winning the Investors in People award.

• Having total control over our annual advertisement budgets, including creative and media agencies, meant that we were able last year to react very quickly to the environment; more importantly we could plan well against the segmented market approach which we developed in the UK last year. This was key to our success last year.

• Further to this point, the flexibility that this gave us on a local level meant that we became the easiest of ALL the tourist boards to deal with. This is why agents and operators voted DTCM the best in the industry. For reasons which I understand, this hasn’t been the case in 2010.

• Relationships are critical and over the last 2 years a huge amount of effort has been put into developing trade and media relationships, and this has paid off.

• From a trade perspective, the combined Dubai Expert training program, Dubai Update trade website and monthly e-newsletter mean that we are arguably the most advanced tourist board when it comes to agent communication - PTO

Other

Dubai Expert Online Training Programmewww.dubaiexpert.co.uk

Dubai Update trade website & monthly newsletterwww.dubaiupdate.co.uk

Trade Resources section of Dubai Update• Image library• Suggested Copy • Your fam trip• DTCM UI Facebook group

Dubai Experts are prioritised for fam trip placesAll 2010 fam trips are themed with either 'Families', 'Couples', 'Wellness & Shopping‘, ‘Affordable Luxury’ or 'Sports & Activities'