Germany & Switzerland - Tourism Western Australia Library... · Market Trends •WA sees continued...
Transcript of Germany & Switzerland - Tourism Western Australia Library... · Market Trends •WA sees continued...
TOURISM WESTERN AUSTRALIA
MARKETING FORUM 2015
Germany & Switzerland
PRESENTED BY: Rhett Lego
Team Germany
Rhett Lego Andreas Schunck Cornelia Eisenreich
Strategic Director Marketing Manager PR Manager
Head office contact person:
Beppie Stoffels – International Market Manager - UK, Germany, New Zealand
Agenda1. Market status
2. Target Audience
3. Challenges
4. Market Trends
5. Market Strategies – Trade, Consumer and PR
6. Market opportunities
Germany Market Profile
VISITOR Dispersal
Germany has the highest dispersal rate of any
of TWA’s international markets.
Source: TWA International Market Profiles
422/04/2015
Source: Tourism Research Australia, International Visitor Survey
YE: Year Ending. YOY: Year on Year
Germany Visitors to Western Australia
Year on Year Change
0.0%
-8.8%
8.5%
2.1%
9.4%
-13.7%
4.8%
8.4%
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
-15%
-10%
-5%
0%
5%
10%
15%
YE Sep.'07
YE Sep.'08
YE Sep.'09
YE Sep.'10
YE Sep.'11
YE Sep.'12
YE Sep.'13
YE Sep.'14
Vis
ito
rs
YO
Y %
ch
an
ge
% Change (year on year) Visitors
522/04/2015
Germany Visitor Spend in Western Australia Year on Year
Change
Source: Tourism Research Australia, International Visitor Survey
YE: Year Ending. YOY: Year on Year
31.2%
44.0%
-41.5%
10.6%
26.8%
-17.0%
23.6%
1.8%
$0
$10
$20
$30
$40
$50
$60
$70
$80
$90
$100
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
YE Sep.'07
YE Sep.'08
YE Sep.'09
YE Sep.'10
YE Sep.'11
YE Sep.'12
YE Sep.'13
YE Sep.'14
Sp
en
d (
$ m
illio
n)
YO
Y %
ch
an
ge
% Change (year on year) Spend ($ million)
622/04/2015
Germany Visitors to Western Australia
Seasonality
Source: Department of Immigration and Border Protection (State of Intended Residence: WA, Category of Traveller: Short Term
Visitor Arrival)
YE: Year Ending
0
500
1,000
1,500
2,000
2,500
Octo
ber
No
vem
be
r
De
cem
be
r
Ja
nu
ary
Fe
bru
ary
Ma
rch
Apri
l
Ma
y
Ju
ne
Ju
ly
Aug
ust
Sep
tem
be
r
Mo
nth
ly A
rriv
als
YE Sep-12 YE Sep-13 YE Sep-14
722/04/2015
Germany Visitors - Purpose of Visit
Year Ending September 2014
Source: Tourism Research Australia, International Visitor Survey
YE: Year Ending. YOY: Year on Year
% of visitors to Australia / Western Australia
75%
29%
11%
5% 5%
80%
17%11%
1% 4%
Holiday/leisure VFR Business Education Employment
Australia Western Australia
822/04/2015
30%
27%
12%
13%
12%
6%
57%25%
18%
15 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65+
Australia Western Australia
Source: Tourism Research Australia, International Visitor Survey
% of visitors to Australia / Western Australia
Germany Visitors – Age
Year Ending September 2014
30%
27%
16%
15%
7%5%
57%31%
12%
922/04/2015
Switzerland Visitors to Western Australia
Year on Year Change
Source: Tourism Research Australia, International Visitor Survey
YE: Year Ending. YOY: Year on Year
-6.9%
5.8%
-4.7%
-19.7%
27.6%
-20.8%
0.0%
16.2%
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
-30%
-20%
-10%
0%
10%
20%
30%
YE Sep.'07
YE Sep.'08
YE Sep.'09
YE Sep.'10
YE Sep.'11
YE Sep.'12
YE Sep.'13
YE Sep.'14
Vis
ito
rs
YO
Y %
ch
an
ge
% Change (year on year) Visitors
1022/04/2015
Switzerland Visitor Spend in Western Australia
Year on Year Change
Source: Tourism Research Australia, International Visitor Survey
YE: Year Ending. YOY: Year on Year
4.7%
-2.3%
-15.1%-13.3%
33.9%
-19.3%-22.9%
17.4%
$0
$5
$10
$15
$20
$25
$30
$35
$40
-30%
-20%
-10%
0%
10%
20%
30%
40%
YE Sep.'07
YE Sep.'08
YE Sep.'09
YE Sep.'10
YE Sep.'11
YE Sep.'12
YE Sep.'13
YE Sep.'14
Sp
en
d (
$ m
illio
n)
YO
Y %
ch
an
ge
% Change (year on year) Spend ($ million)
1122/04/2015
Switzerland Visitors to Western Australia
Seasonality
Source: Department of Immigration and Border Protection (State of Intended Residence: WA, Category of Traveller: Short Term
Visitor Arrival)
YE: Year Ending
0
200
400
600
800
1,000
1,200
1,400
1,600
Octo
ber
No
vem
be
r
De
cem
be
r
Ja
nu
ary
Fe
bru
ary
Ma
rch
Apri
l
Ma
y
Ju
ne
Ju
ly
Aug
ust
Sep
tem
be
r
Mo
nth
ly A
rriv
als
YE Sep-12 YE Sep-13 YE Sep-14
1222/04/2015
Switzerland Visitors - Purpose of Visit
Year Ending September 2014
Source: Tourism Research Australia, International Visitor Survey
YE: Year Ending. YOY: Year on Year
% of visitors to Australia / Western Australia
74%
33%
12% 10%
70%
33%
11%
4%
Holiday/leisure VFR Business Education
Australia Western Australia
1322/04/2015
18%
31%
16%
16%
9%
10%
49%
32%
19%
15 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65+
Australia Western Australia
Source: Tourism Research Australia, International Visitor Survey
% of visitors to Australia / Western Australia
Switzerland Visitors – Age
Year Ending September 2014
15
–3
4 y
rs
10%
35%
23%
25%
3% 4%
45%
47%
8%
1422/04/2015
Germany and Switzerland combined
by visitors YE Sep 2014
Country of Residence Rank YE Sep-13 YE Sep-14 % Change
UK 1 140,900 154,100 +9.4%
Singapore 2 60,700 78,800 +29.8%
NZ 3 80,300 75,700 -5.7%
Malaysia 4 59,700 67,000 +12,2%
USA 5 49,900 56,200 +12.6%
GER / CH 6 38,400 42,400 +10.4%
China 7 33,100 37,400 +13.0%
Indonesia 8 26,600 30,000 +12,8%
1522/04/2015
Target AudienceGermany has a population of 82m who take 60m + holidays a year. Switzerland has a population of 8.2m who are also inveterate travellers.
Primary Audience: Experience Seeker (aged 30 -59), Self-drive adventurers, travellers wanting to see world class beauty and the natural environment.
Secondary Audience: Young travellers (aged 18-29) and working holiday makers
Market Challenges• Australia is ranked 2nd (after USA) on the intent to travel list for
German travellers. However there is a large gap between intent and actual travel.
• Australia and especially Western Australia is considered an expensive destination.
We need to create urgency to travel now due to the positive exchange rate, cheaper flights and lower ground costs. Travel to Australia (cost of airfares) in real terms has never been cheaper.
Cheaper ground costs are being felt now due to downturn in the mining sector combined with new hotel and product development.
The strongest growth market in Germany is the WHV travellers. This opens further opportunity to target parents and friends of working holiday makers.
Market Challenges• Australia (TA & STO’s) is outspent by our competitor NTO’s
A strong partnership strategy with airline, TA and other STO’s, wholesale partners and media is key and will help increase and leverage local funding.
Stronger EUR : AUD and CHF : AUD exchange rates. Australia has become more competitive again due to a weakening Australian Dollar, more buying power for the Euro and CHF on the ground in Australia and cheaper cost of holidays and airfares.
MARKET: GERMANY & SWITZERLAND
Partner Contribution
1922/04/2015
Germany (DE) and Switzerland (CH) Market Trends
• WA sees continued solid growth out of DE (8.4% WA v
10% Aust) and CH (16.2% WA v 4.3% Aust)
• Average length of stay for DE visitors to Australia is 47
nights and for CH 53 nights.
• The DE and CH markets are renowned for their high
regional dispersal. DE is ranked 3rd and CH 1st in
terms of number of dispersed nights (TA Stats).
• Strong DE and CH economies - Record tax revenues,
low unemployment, and increased business confidence.
The recent +20% revaluation of the CHF makes
outbound travel 20% cheaper for Swiss travelers.
Germany and Switzerland Market Trends
• The AUD : EUR was strongest in 2012 (0.86). Since mid
2012, the buying power of the EUR has strengthened to
0.71 making Australia some 17.5% cheaper as a holiday
destination.
• Trade remains the most important distribution channel
with roughly 80% of all bookings handled by Travel
Agents.
• DER Touristik is pushing 2015 as the year of long-haul
travel. Due to early purchase of foreign currency, DER
Touristik was able to set lower prices.
• FTI Touristik has moved Product management to Zurich
for modular long-haul product and established FTI AG.
Germany and Switzerland Market Trends
• Boomerang / TUI synergies: Boomerang now has
access to some 10,000 TUI agents selling to TUI’s high
yield clientele via their new Meine Reise system
• Long haul competitors for Australia remain strong (South
Africa, USA, Canada and NZ)
• Airline access to WA out of Europe remains the
strongest ever and with strong load factors
• Social media continues to become a core facet of
German life since ca 2013 with 60% of every age group
now prepared to use social sites for private purposes.
Facebook is used by 83% of German users (Source:
eMarketer.com)
Germany and Switzerland Goals
• Build upon greater awareness of destination appeal with
ASP, main Wholesale partners and marketing activities to
deliver more pax to WA
• Position WA as the premier self-drive destination in
Australia
• Create urgency to travel now to WA because of the
positive exchange rate, cheaper flights and lower ground
costs.
• Establish a German language Social media presence and
WA.com providing a better, more effective destination
coherence with the consumer.
Market StrategiesPRIORITY Strategy
CONSUMER 1. Continue to promote regional dispersal through marketing campaign activities and compelling media stories.
2. Attend selected consumer events in conjunction with wholesale partners.3. Drive media exposure particularly Indigenous, Luxury and Food & Wine.4. Media focus on special interest and lifestyle publications, daily newspapers and development of
blogger relations.5. Development of German Facebook and German WA.com sites.6. Leverage TA’s ‘One voice’ lead campaigns.7. Leverage key adventure events (Media & PR focus)
TRADE 1. Further leverage key wholesaler relationships and increase partner funding contributions within marketing campaigns.
2. Focus on primary target audience with mainstream wholesale partners.3. Focus on secondary target audience with STA Travel.4. Focus on self-drive adventures and experience seekers with the three direct sellers in market
(BOTG, Boomerang and Explorer).5. Further develop Agent training workshops with main trade partners via improved WA module in
TA’s ASP program.6. Built loyalty with travel agents and product managers by hosting trade famils
AVIATION 1. Key Aviation partners remain SQ, EY, EK, QF and QR.2. Drive tactical campaigns within the airline CMA’s in conjunction with key trade partners and DAP
Partners.3. Development of Airline relationships to provide media/trade famil tickets
2422/04/2015
Consumer and Trade ActivitiesRelevant
Strategy area Key Activity
Timing by quarter
Description
AviationEY CMA - preferred trade partner DER Touristk or FTI
Q2-Q3 Consumer and trade marketing activities
AviationSQ CMA - preferred trade partner DER Touristik, TNT
Q2-Q3 Consumer and trade marketing activities
Trade Boomerang Reisen / TUI Q2-Q3 Consumer and trade marketing activities, Film and YouTube project
TradeDeuter Coop - preferred trade partner Explorer Fernreisen
Q2-Q48-12 page flyer including travel packages plus raffle. Winner trip for two couples, one journo and one Deuter rep.
Trade Best of Travel Group Q3Update and reprint of the 44 page self-drive brochure and self-drive famil Savannah Way West in conjunction with TNT in May 2016
TradeKnecht Reisen , Etihad and TNT Coop
Q2-Q4Consumer and trade marketing activities (Raffle, Online, Mega banner, OoH, Radio)
Trade STA Travel Q4Famil with 10 agents in May or June 2016 and agent training in summer 2015
Trade TUI Suisse Q3 Consumer and trade marketing activities
Trade Travelhouse Q3 Consumer and trade marketing activities
ConsumerGerman consumer and trade brochure update & reprint
Q1 Bigger format and additional pages for caravan & camping, glamping, NP's, map etc.
Consumer Dreamtime Travel Q2 Reisetag consumer day in Nov 2016
2522/04/2015
Public Relations
• Group Media Fam Coral Coast July 2015 (4 pax + 1 escort)
• Individual Famil 1 (Süddeutsche Zeitung - newspaper -Kimberley Cruise - August 2015)
• Individual Famil 2 (Connoisseur Circle - Luxury mag -Kimberley Aerial Highway - second half of June 2016)
• Individual Famil 3 (Tauchen - diving magazine - Ningaloo? Rowley Shoals? - April/May 2016)
• Individual Famil 4 (dpa - indigenous gourmet experiences)
• Individual Famil 5 (VOGUE - female lifestyle mag) ?
• Individual Famil 6 (Die Zeit - newspaper - Lurujarri HeritageTrail)
Event Activity
Key events relevant to the German and Swiss market – e.g.
Adventure experiences such as Cape to Cape MTB, Red Bull
Lighthouse to Leighton, the Drug Aware Margaret River Pro and
Food & Wine experiences such as the Margaret River Gourmet
Escape will be serviced via our (ongoing) PR focus.
How to enter the German and Swiss markets
• TWA Germany/Switzerland Roadshow in 2016• European New Product Workshop to be held in London in
April 2016• ITB March 2016• Corroboree 2017 (300 European ASP agents attending)• TCMG bi-monthly trade newsletter (product updates or new
product)• Aussie Specialist monthly German speaking newsletter • Press releases• New WA.com website – German version • New TWA German Facebook page
Examples Marketing Activities 2014/15
Examples Marketing Activities 2014/15
Examples PR Activities 2014/15
Examples PR Activities 2014/15
QUESTIONS