Realizing Holland s Visitor Potential in Intercontinental Markets

Transcription

1 Realizing Holland s Visitor Potential in Intercontinental Markets SESSION INTERCONTINENTAL MARKETS USA AND JAPAN Rosina Shiliwala Noordwijk, 24 juni 2014

2 Today s workshop objective 14,5 million visitors in 2020? How do we capture these visitors in the intercontinental markets?

3 Intercontinental markets with highest potential USA Japan

4 Market dynamics at play Accessibility Reason for travel Search and booking journey Length of stay & frequency Competition Trends & developments Propensity to travel first time & repeat to Holland

5 Market dynamics: trends and developments Japan & USA

6 Market specific trends: Japan

7 Market specific trends: USA

8 Market dynamics: accessibility

9 Consistent, direct flights to Holland from Japan and USA 236 Weekly Direct Flights to AMS 21 Weekly Direct Flights to AMS New routes: Fukuoka Amsterdam Dallas Amsterdam (Summer seasonal)

10 Passport ownership creates opportunities for future travel abroad

11 Market dynamics: competition

12 Competition Japan America 24% Asia 57% Europe 14% Middle East/Africa 2% Australia/Oceania 3%

13 Competition USA Canada 19% Europe 18% Caribbean 11% Mexico 33% Middle East 3% Africa 1% Oceania 1% Asia 7% South America 3% Central America 4%

14 Europe still at the top of wish lists for intercontinental travelers Compact country Welcoming Colorful

15 Competitive destination tactics Appealing to local tastes & interests by embedding familiar icons in ads

16 Competitive destination tactics Creating a sense of community toward overseas visitors with call to action

17 Holland s SWOTs for the intercontinental traveler Strengths USA Welcoming country, English widely spoken Safe, clean, well organized country with GOOD ACCESSIBILITY (road, rail, air) JAPAN Many direct flights between Japan and Amsterdam (three cities in Japan: Tokyo, Osaka, Fukuoka) Popularity of Dutch art (especially Vermeer and Van Gogh) resulted by major art exhibitions in Japan Weaknesses USA The image of Holland/Amsterdam as a liberal destination does not appeal to all travelers Price of destination and service level of hotels JAPAN Holland less popular as a single-destination tour LOW AWARENESS of Holland s product offerings beyond famous icons Opportunities USA Americans travel to Europe year around (with focus on spring and summer) U.S. economic growth and higher dollar rate, consumer spending remained strong Increasing interest for unknown authentic Europe JAPAN More REPEAT VISITORS to Europe; growing senior market Stable recovery of Japanese economy Threats USA America s tendency to visit fewer countries during the European trip The popularity of EMERGING MARKETS as holiday destination for individual travelers countries is increasing JAPAN High fuel surcharge Youth spending less on international travel overall compared to senior segment

18 Assessing SWOTs: potential for regional and seasonal spread High Low High Seasonality Low Regionality

19 Strategic approach toward intercontinental traveler Distribution Partnerships Channels Targeting & Positioning Audience Repeat visitors Product Events Seasonal Value added

20 Sample opportunities for product development Special Events Openings; one time only; firsts in Holland Seasonal Travel Consider booking lead time in developing product by season Authenticity Showcase real Dutch values & culture Anniversaries Van Gogh 125 years Miffy 60 years Storytelling Use points of interest to tell a story. E.g. Forest of Van Gogh, Vermeer Walk, Liberation Route Practical Information Websites in English and up to date. Possibility to buy tickets online

21 Sample opportunities for targeting and positioning Leverage Dutch icons Utilize strong country associations Visibility Prioritize promotion in a crowded media landscape Regional awareness Highlight distances of regional travel in comparison to Amsterdam Leader in the arts World-class art & culture destination Tailor to demographic Itinerary suggestions specific to lifestyle segmentation Repeat visitors Show different experiences for second and third time visitors

22 Sample opportunities for distribution Conversion partners Orbitz, Expedia, TripAdvisor PR and media events Educate media, consumers, trade Digital Marketing Assets Facebook, Twitter, Holland.com, Mobile apps Holland & Flanders Combination travel Dedicated Promotions E-newsletter, online campaigns Trade promotions Workshops, Sales Missions, Sales Calls

23 FAQ

24 FAQ Japan Question: Why do you have an alliance office with Holland & Flanders in Japan? Answer: Most Japanese package tours combine Holland & Belgium Flanders as one destination. Question: Why is trade promotion still important in the Japanese market? Answer: About 60% of Japanese travel to Holland with packaged tours which are distributed through tour operators. Therefore it is important to influence those tour planners in Japan to produce as many varied products as possible. USA Question: What are the top markets in US for travel to Holland? Answer: The USA is the third largest country in the world, and its biggest city is New York, followed by Los Angeles. We focus on major metropolitan areas where HHI and passport holders tend to be higher and match our lifestyle segmentation strategy : NYC, LA, SF, CHI. Question: What is the growth potential for US travel to Holland? Answer: Analysts believe 2014 is the year the economic recovery will really take hold, accelerating growth and thus a rise in discretionary spending, including travel. Consumer confidence is at a 7-year high and many Americans are finally spending on travel again following the Great Recession.

25 For further questions or more information please contact: Japan Harue Nakagawa USA Rosina Shiliwala NBTC Holland Marketing is verantwoordelijk voor de branding en marketing van de bestemming Nederland. NBTC Holland Marketing is actief in 13 markten waar zij opereert als NBTC Nederlands Bureau voor Toerisme & Congressen.