160422_take a walk in the marketing side_eastern european tourism markets_tez @ aldemar knossos
TRANSCRIPT
Eastern European tourism markets Aldemar Knossos Royal, 23.04.2016
“take a walk in the marketing side”
Georgios DrakopoulosPresident & CEO, tourism generisSpecial Adviser, UNWTO
presentation outline
• world tourism growth & competition• destinations & marketing
• marketing side & side ways • PPP model on destination marketing
1950 1960 1970 1980 1990 2000 2010 20200
200
400
600
800
1000
1200
1400
1600
1800
2000
South Asia
Middle East
Africa
East Asia / Pacific
Americas
Europe
mill
ion
1150
growth, growth, growth
competition
• targeting• market orientation • principle of min effort• research• law of few • alliances & synergies
good habits+
targeting
???
!!!
research = investment
½ lt fuel in 20 cars XXX
10 lt fuel in 1 car !!!
minimum effort
NOT countries
YES! cities (with direct flights)
Lille
Nantes
Lyon
law of the few
• Celebrities• media• travel guides• travel blogs
when?
dream
plan
bookenjoy
follow up
having in mind that...
country
accommodation
region / destination
decide: what? when?
German market, ADAC 2014
12 9 6 3 2 < 1 last min0
5
10
15
20
25
30
country
destination
booking
months
%
UK is different...
12+ 10-12 7-9 5-6 3-4 2 1 1 -0
3
6
9
12
15
18
21
24
27
30
33
201320142015
months
%
Last min
demand trend, share, expenditure, seasonality, GDP, unemployment,
exchange rates, air connectivity, slot analysis, competition analysis
targets/per country/per market segment
study your markets desk research
law of the few
• Celebrities• media• travel guides• travel blogs
• when they decide TIMING• distance from airport LOCATION• main reason for visiting PRODUCT• expenditure at destination SPENDING• demographics & lifestyle TARGET GROUP
study your markets field research
90 km
research findingsaction
publicity & promotion ...
public relations
exhibitions
go digital
events & co marketing
digital
exhibitions
gastronomy
sports
lifestyle
events
target groups• TΟs• TΑs• MICE• Media
B2B wine & dinefollow up
win win - ΤΟs
fam trips
Association events @RHO
specialists training programs
events @ origin
co marketing
When?
dream
plan
bookenjoy
follow up
enjoy
follow up
διανομή (μια φορά κι έναν καιρό)
ΤΑs TΟs
(Πτήση)
κατάλυμα,περιηγήσεις, διασκέδαση
Προσφορά
Ζήτηση
διανομή (σήμερα)
ΤΑs
TOs
Πτήση, κατάλυμα,περιηγήσεις, διασκέδαση
Προσφορά
Ζήτηση
preparations
marketing infrastructure
matching markets-products
product clubs
country clubs
marketing infra
www.crete.travel
social media printed material
image & video banks, presentations XYZ (general public, specific market segments,
journalists, TOs, TAs, Airlines)
marketing task force
PR & Events
Digital Marketing
Communication & Media
IT & Secretarial support
PPP
R e g i o n s
G o v e r n m e n t
C o m p a n i e s & A s s o c i a t i o n s
Πλαίσιο ανταγωνισμού
Προσφορά Ζήτηση
Υποστηρικτικές βιομηχανίες
concept
συνεργασίεςέξυπνη εξειδίκευση
flex
commercial dimension
Profit
Demand
Supply
Environment
People
road map: technical
• audit sites • inventory infrastructure• info gaps• visitor mgt guidelines• official travel routes
sales
promotion
awarenessGovernment
Regions
Associations Companies
take a walk on the marketing side
Τουρίστες άμα θέλετεπερισσότεροι να’ ρθούνε,
κοπέλια που κατέχουν μάρκετινγκπρέπει μπροστά να μπούνε!
Leading LCC route launchers
Most new routes launched: August 2012 to August 2013
Ryanair
Easy Jet
Southwest
Wizz Air
Volotea
Germanwings
Vueling
Norwegian
0 50 100 150 200 250
203
64
59
64
46
34
59
65
Leading LCC route “killers”
Most new routes terminated: August 2012 to August 2013
Ryanair
Easy Jet
Southwest
Wizz Air
Volotea
Germanwings
Vueling
Norwegian
0 10 20 30 40 50 60 70 80 90 100 110 120 130 140
125
39
34
34
25
11
11
9
route loyalty (2012-2013)
launch kill % killed
Ryanair 203 125 62
Easy Jet 64 39 61
Southwest 59 34 58
Wizz Air 64 34 56
Volotea 46 25 54
Germanwings 34 11 47
Vueling 59 11 19
Norwegian 65 9 14