160422_take a walk in the marketing side_eastern european tourism markets_tez @ aldemar knossos

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