MONTHLY November 2010

Transcription

1 MONTHLY November 2010 WELCOME Welcome to the monthly report from MN Organisation relating to travel and tourism to California from France and Belgium. 15 December 2010 REPORT CONTENT WHAT S NEW IN THE MARKET SUMMARY STATEMENT REPORT SUMMARY FROM THE TOUR OPERATORS EURO: US DOLLAR EXCHANGE RATES COMMUNICATIONS SUMMARY PR FIGURES TECHNOLOGY SUMMARY FULFILMENT REQUESTS WEBSIRE TRAFFIC ANALYSIS WHAT S NEW IN THE MARKET November was exceptionally busy in our office with some major rendez-vous including sales calls with Hannah Schnell from Santa Monica, WTM and the Euro Summit, and some negotiation with the airlines. At the same time, not much important news from the market. It s worth noting that strikes now appear to be behind us and the French now have to work until 65 years instead of Some market information AUSTRALIA - Will run its Super Fam Corroboree 2011 French travel agents can meet 600 other international colleagues in Darwin. QUEBEC Invested 1,3M in France in 2010 (off and on line) and will continue during the winter 2011 with an investment of for the winter campaign. E-TOURISM - There was a rise of +21% in the 3rd quarter, most popular e-tourism websites are : ONLINE LINKS Country website: Facebook: ESTA - Settling down According to l Echo du Tourisme it seems that the recent common communication between Visit USA, France and the Embassy has satisfied the travel trade. Twitter: twitter.com/visitcalifornie You Tube: Visit USA France runs its online training program - the OTP was launch mid-november Represented in France & Belgium by MN Organisation - 80, R.Elysée II / F-78170, La Celle Saint Cloud, France Page 1 of 16

2 TRAVEL TRADE SUMMARY STATEMENT Travel Trade and General Management 1. OTP The program has been launch on the 20 th of September. Travel Trade & Managing Director Murielle Nouchy T: mnouchy@visitcalifornia.fr a. FIGURES at the end of November Total registered: 750 Total completed: 105 (14%) Target : b. We advertised on promoagv.com for one week : Here is the message : OBJECTIVES DAY-TO-DAY COMMUNICATION AND TRAVEL TRADE PRESENCE IN MARKET. PROVIDE BROCHURE ANALYSIS DEVELOP AND MAINTAIN LIST OF TOP PRODUCING TOUR OPERATORS PROVIDE BROCHURE AND LITERATURE FULFILMENT TO TRAVEL TRADE DEVELOP AND MAINTAIN CONTACTS BY SALES CALLS, MEETINGS AND E-NEWSLETTERS DEVELOP TRAINING PROGRAMME WITH TRAVEL TRADE IN FRANCE & BELGIUM. GENERATE QUALIFIED LEADS FOR CALIFORNIA TRAVEL INDUSTRY. PROMOTE AND SUPPORT AIRLINE OR OPERATOR- SPONSORED FAMILIARIZATION TOURS. REPRESENT CALIFORNIA AT SELECTED TRAVEL TRADE SHOWS AND EVENTS. GIVE SUPPORT TO CALIFORNIA SALES MISSION Statistics : E- mails sent: 17,212 s arrived: 14,207 Opening : 6,511 Opening Rate : 37,83 % % opening : 20,13% Taux clics : 3,35% Qualitative data base, we will use more often. c. We have run a dedicated newsletter to remind our subscribers and to call them to finish their program : /california/expert-m.html Opening count 205 / 471 (44 %) Represented in France & Belgium by MN Organisation - 80, R.Elysée II / F-78170, La Celle Saint Cloud, France Page 2 of 16

3 2. Hotels - Delegates Advertising - Airlines a) Road Trips : No-go on support from Alamo so Avis is in our plans b) Air France negotiation : AF confirms to continue the extra flight on SFO Period discussed: 01/04/2011 to 31/03/2012 All actions we have already done including press trips, relationship with the office, newsletters, blog, OTP have been approved and have been conformed to our agreement for the past year. They want to see our marketing plan and would be able to confirm: 10 Tickets for our office, all taxes included, for featuring on our home page (want to be the only carrier on the homepage). We have told them no home page, but huge increase in content with move to new site! 8 tickets for our press trip or any journalist requested upon approval (type of journalist, type of magazine, minimum to write about AF is characters or a picture and logo on the magazine s web site) 6 tickets for any co op 12 tickets for a fam trip (Product managers) : this fam trip is not programmed on our actual budget but will be for the 2011/2012 Total for AF: 36 tickets. Projects : AF would like to support our Road Trips (with tickets - no cash) AF would be interested to support a FAQ taking 1 advert c) Air Tahiti Nui ATN confirms that their shoulder season will begin for LAX in April instead of June last year, which means an extra flight a week from April. ATN confirms they are willing to support California Tourism thus: OTP phase 2 from mid-march until end of October; ATN would replace AF on the OTP as a sponsor (4 times 2 tickets) Fam trip : would be ok to organize with us a fam trip with California Tourism France with sales and marketing managers of the on line travel agencies (Go Voyages, Expedia, etc ) This fam will take place second part of 2011 or first part of tickets Individual Press Trips : Keen to study all proposal (3 to 5 tickets) Consumers opportunity (co-op) : to define but in principal 2 to 4 tickets Total for Air Tahiti Nui: 23 to 25 tickets. Represented in France & Belgium by MN Organisation - 80, R.Elysée II / F-78170, La Celle Saint Cloud, France Page 3 of 16

4 d) Santa Monica Venue : pre WTM Santa Monica (Hannah Schnell) came in Paris just prior to the WTM. The deal was that Santa Monica supported our efforts with OTP s, Press Trips and Fam trips and in exchange, we would present her to the French TO s and a couple of journalists. This deal was a win/win deal for California tourism because : We can support 2 prizes for our OTP for free plus 1 fam plus 1 press trip all will help our budget. We had an excuse to visit the Tour Operators again and learn about next brochures and sales trends. REPORT SUMMARY FROM THE TOUR OPERATORS Directours Nelly Gaullier Created by MY Labbé in 1994, was dedicated 100% to the US but since September 2001 varied its production with now almost 50 destinations. 100% on line - 6,000 pax on FIT basis in the USA room nights in California - Upscale Market - 45 staff Best seller in the US : NYC - The WEST - Florida New for 2011 : From Seattle to SFO via the North Coast of California. Contracts mostly the hotels direct but use also LIT Pro and Bonotel Communicate its product via internet and numerous add in the magazines and the newspapers : 1 advert per week in Le Figaro, 1 in Nice Matin 1 advert per week in the most upscale magazines such as Le Point, Le Nouvel Obs, Le Figaro Magazine When they advertise, hotels contribute to the cost. Most popular hotels in Santa Monica: Loews, Shangri La, Shutters and Georgian. Santa Monica: seen as expensive / Wish to have a list of added value facilities such as breakfast for free, 3 for 2, etc Promotion opportunities with Directours : Banners on their web site : 1500 for 2 weeks on line 13,000 visitors a day 300 to 500 clicks Wishes to develop fam trip for the commercial team Add co-branding on the newspapers and magazines (6,000 or less for hotels) Send out 3 newsletters a month : 1 for the press, 2 for consumers Represented in France & Belgium by MN Organisation - 80, R.Elysée II / F-78170, La Celle Saint Cloud, France Page 4 of 16

5 Liore Zeitoun Voyageurs du Monde Next brochure : 2011 Product research : apartments & Villas USP Research: Tips for clients such as - reduction vouchers, famous surf, shop and dine with the Chief, any scoops she could use told her about our new website + itinerary 6,000 pax US total, 4,000 in LA, most of them in Santa Monica : Loews, Shutters on the Beach and Casa del Mar. Romain Chereau Cercle des Vacances New website to be launched by Christmas : Vacances USA FIT s only Works though DMO s as: Rocky Montains, LIT Pro and Tourico Interested in by the new Starline line. Wants to know if it is offered by the receptives. (Hannah for action) Would join an educational organized by CTTC. New in 2010 : self-drive tour - California Dream Remi Venitien Vacances Transat Wants to organize a famtrip end of March, needs our help for organization and ground services. 70% of its booking concerns the WEST, ie : Escorted groups (individual bookings) : Around 5,000 pax Escorted groups (organized via CE or association) : 4 to 5,000 FIT : around 3,000 pax All groups are spending time In California (almost 50%) Around 1, 200 pax (groups) stopping in Santa Monica and more, for 2011, Vacances Transat allows these clients to stop during 3 hours in Santa Monica. Needs Posters! Represented in France & Belgium by MN Organisation - 80, R.Elysée II / F-78170, La Celle Saint Cloud, France Page 5 of 16

6 Geoffrey Duval / Charles Julien / Florence Trouillard / Vanessa Lainé - JETSET VOYAGES Jetset is a specialist on the French Market for the USA and especially California (90% of the west clients are staying in LA area.) sells through the retailers + directly to the consumers with Equinoxiales. Loews is one of their best sellers, but Charles will change the brochure and will feature Shangri La instead. Contracts direct. Wants to have the butlers on the beach info and need to know if Califun will program it. Famtrip Jetset to organize : see dates with Geoffrey (2 nd part of 2011). Will stop in Santa Monica California Tourism France will participate in the Paris workshop (24 March 2011) and in a round table dedicated to California in Aix en Provence on 25 January ERIC SAVOURIN Visiteurs B to B only 2,000 pax in the US, specialist on Asia Feature North America for only the last 2 years. Consumer targets: FIT, small groups from 2 to 24 pax, families traveling in tribe. Is proud about his high level of service because works mainly on a made to measure holidays. His travel agent networks have only 100 contacts of whom he says these are the best Visiteurs is a white label for small travel agencies networks as : Salun, Alpi Voyages His DMO s are: Tourico, Rocky Montain, GoWest, Neworld travel and Califun for the excursions. 75% of his stays are staying in Santa Monica. Would love that Hannah could work on a Santa Monica Pass. Will add the Georgian in its next newsletter. Will not be in Pow Wow. Represented in France & Belgium by MN Organisation - 80, R.Elysée II / F-78170, La Celle Saint Cloud, France Page 6 of 16

7 Back Roads Team Sophie CARVALHO Small specialist, dedicated agency works mostly with families. The team is very aware about Santa Monica. Needs Maps and IVG. Thomas Cook France & Jet Tours - Barbara Livney Print out of the brochure on 17 th December 2010, prices are out Works mainly with GOWEST. Very good knowledge on Santa Monica and destination in general Needs access to our photo gallery: done OTP : ok Campaign : ok Training program for her sellers: between mid-december and early January. La Maison des Etats Unis - DAVID CHAUMEIL (Subsidiary of la Maison de la Chine) Features Africa, Asia and Middle East Direct sellers web + own travel agency. Offers stays for FIT s, and Groups (event, Mice and Leisure) 80% of his business is in July and August Needs our help for a press trip. 2 journalists interviews have been organized by Pascale :: 1) EASY VOYAGE/ ERBETTA Christelle (leisure e-magazine) 2) HIRSINGER JULIEN from VOYAGES D AFFAIRES (MICE magazine) Represented in France & Belgium by MN Organisation - 80, R.Elysée II / F-78170, La Celle Saint Cloud, France Page 7 of 16

8 3. Trade Newsletter No trade newsletter this month 4. Co Op Advert Sales Mission workshops No co op No direct workshop but we supported Jetset for them to send out our collateral during the Forum des Amériques and reminded our California Expert: from Jetset s point of view this Forum organized by Canadians and Visit USA was disappointing as only 100 visitors came. WTM: we have met all the California s delegation which seems very enthusiastic about our Markets. A proper report will follow 5. Communication and business opportunities : Voyage Auchan : to see again in December, project approved by Leona during the WTM, only one main question. How can we valorize the CA s brand? CURRENT EXCHANGE RATE 1 Euro = $USD As at 08 December 2010 EURO: US DOLLAR EXCHANGE RATES Source: (charting 180 days) Represented in France & Belgium by MN Organisation - 80, R.Elysée II / F-78170, La Celle Saint Cloud, France Page 8 of 16

9 COMMUNICATIONS & PUBLIC RELATIONS COMMUNICATIONS SUMMARY First days of November Santa Monica Office came in Paris to meet TO s. We seized this opportunity to introduce them to a couple of journalists from Leisure Press and Mice Press. As well, WTM has been a nice opportunity to meet many delegates (Academy of Sciences, Mammoth Lakes, Eagle Rider ) and to have several meetings with some of them: Sonoma, Yosemite to plan future individual or group press trips. Communications Director Pascale Gillard T: pgillard@visitcalifornia.fr OBJECTIVES ESTABLISH PRIMARY REPORT ON FRENCH MEDIA LANDSCAPES. DAY-TO-DAY COMMUNICATION AND PR PRESENCE IN MARKET. TARGET TIER 1 TRADE AND CONSUMER MEDIA THAT ARE APPROPRIATE FOR THE CALIFORNIA BRAND AND SECURE POSITIVE PUBLICITY. ISSUE AND DISTRIBUTE NEWS RELEASES ON A REGULAR BASIS INCLUDING WHAT S NEW IN CALIFORNIA. GENERATE QUALIFIED PRESS LEADS FOR CALIFORNIA TRAVEL INDUSTRY. ORGANISE PRESS FAMILIARISATION TRIPS. SCHEDULE MEDIA APPOINTMENTS AT TRADE SHOWS. COORDINATE MEDIA RECEPTIONS AND SPECIAL EVENTS. MANAGE IN-MARKET CONTACTS TO EXPLORE NEW PROMOTIONAL PARTNERSHIPS TO EXTEND THE CALIFORNIA BRAND IN FRANCE. PROVIDE MONTHLY PRESS CLIPPINGS REPORT. ASSIST WITH CRISIS COMMUNICATIONS SUPPORT, AS NEEDED. WEBSITE PR SECTION. IMAGERY AND FOOTAGE. It was also an opportunity to meet others European colleagues from Germany, UK and to work together on pan European projects. We had a very nice time with everybody during the dinner on the boat. It s always stimulating to exchange each other s ideas around the same enthusiasm for California promotion. We are now beginning work on our next Press Trip planned for March, days between Lake Tahoe, Palm Springs and Santa Barbara to present Ski, Golf and Surf activities. We are also supporting the Visit USA Committee which is planning a Press Trip from San Francisco to Carmel via Sonoma and San Mateo County. This press trip is planned for June. We are considering how to spur on more individual press trips. Le Monde Circulation ex - AVE US dollars Represented in France & Belgium by MN Organisation - 80, R.Elysée II / F-78170, La Celle Saint Cloud, France Page 9 of 16

10 LE QUOTIDIEN DU TOURISME Circulation ex AVE : US dollars Californiaexpert.travel e- learning program Gazet Van Antwerpen Circulation ex AVE US dollars Californian winery visits. MADAME FIGARO Circulation ex AVE US dollars Le Soir Belgian Daily : Circulation ex AVE US dollars TOUR MAG Circulation 350,000 visitors. On new direct aerian line from London to San Diego Represented in France & Belgium by MN Organisation - 80, R.Elysée II / F-78170, La Celle Saint Cloud, France Page 10 of 16

11 Le Petit Futé Mag Circulation ex AVE US dollars Grazia Circulation ex AVE US dollars Represented in France & Belgium by MN Organisation - 80, R.Elysée II / F-78170, La Celle Saint Cloud, France Page 11 of 16

12 Golf Magazine Circulation ex AVE US dollars Represented in France & Belgium by MN Organisation - 80, R.Elysée II / F-78170, La Celle Saint Cloud, France Page 12 of 16

13 OUI Magazine Circulation ex AVE US dollars Honeymoon ideas. We proposed a journey from SF to Carmel trough Sonoma, Sacramento and Yosemite. They selected it. Represented in France & Belgium by MN Organisation - 80, R.Elysée II / F-78170, La Celle Saint Cloud, France Page 13 of 16

14 PR FIGURES Month Coverage Circulation AVE AVE $ PR Value $ October (print) 6 456, , , ,099 October (oline) 7 505,000 50,000 73, ,065 November (print) 5 321, , ,119 2,295,357 November (online) 6 773,000 7,930 11,680 35,040 December (print) 8 761,176 4, ,771 2,075,314 December (online) 1 66, January 2010 (print) 9 886, , , ,120 January 2010 (online) 6 1, ,000 22,000 66,000 February 2010 (print) 11 1,989, , ,856 1,832,568 February 2010 (online) 5 1,150,000 6,000 8,162 24,485 March 2010 (print) 14 1,910, , ,444 1,225,332 March 2010 (online) 3 2,550,000 9,000 12,132 36,396 April 2010 (print) 23 2,506, ,100 1,231,467 3,694,402 April 2010 (online) 5 4,200,000 10,000 11,276 33,828 May 2010 (print) 30 2,586, , ,202 2,430,606 May 2010 (online) 4 1,200,000 2,500 3,050 9,150 June 2010 (print) 16 1,932, , ,241 1,212,700 June 2010 (online & radio) July & August 2010 (print) , ,500 1,214,165 3,642,495 July & August 2010 (online) September 2010 (print) 15 1,688, , ,821 1,328,463 September 2010 (online) October 2010 (print) 13 1,538, , ,825 1,673,475 October 2010 (online) November 2010 (print) 10 2,488, ,796 1,214,390 1,615,139 November 2010 (online) 1 350, Totals ,534,922 5,578,957 $ 8,831,029 $ 24,465,034 Represented in France & Belgium by MN Organisation - 80, R.Elysée II / F-78170, La Celle Saint Cloud, France Page 14 of 16

15 TECHNOLOGY FULFILMENT REQUESTS Requests are quite a lot greater than in October; we feel that the minds of French visitors are back to the inspiration for season We also got a lot more of demand coming from the trade for workshops, events organized by the travel agencies. Internet and s are again the main tools use to request IVG s and maps. Account Director & Technology Nick Vine T: nvine@visitcalifornia.fr Our website remains the first interface to order documentation confirming the overall effectiveness of this tool. NICOLAS SARTORIUS WEBSITE TRAFFIC ANALYSIS Google Rank and Keyword : Traffic Analysis Our audience progressed during November + 12,3 % compared with October, due to the new blog, to the implantation of the Trip Advisor partnership, and to the newsletter impact. The peak of audience in 27 th November is due to the sending of the newsletters (Promoagv). Visitcalifornia.fr Nicolas is our e-marketing manager and has compiled most of the analysis data here. THE BASICS Visitcalifornia.fr Variation February Variation October Visits ,66% 12,29% Page views ,82% 4,47% Pages/Visit 3,04-25,85% -6,75% Bounce rate 55,75% 13,94% -3,63% Avg. Time on site 00:02:40-36,00% -12,57% New Visits 81,05% 3,13% 0,15% TRAFFIC SOURCES Direct Traffic 14,58% 66,63% 28,68% Referring sites 21,48% -25,05% 7,78% Search engines 63,94% 2,16% -6,98% Represented in France & Belgium by MN Organisation - 80, R.Elysée II / F-78170, La Celle Saint Cloud, France Page 15 of 16

16 Blog.visitcalifornia.fr blog.visitcalifornia.fr Visits 136 THE BASICS TRAFFIC SOURCES Page views 458 Pages/Visit 3,37 Bounce rate 51,47% Avg. Time on site 00:03:32 New Visits 61,03% Direct Traffic 25,74% Referring sites 50,00% Search engines 24,26% Social media : Facebook: 174 fans Twitter: 111 followers follow our news. Visit providers: Wikipedia, Visit USA France and Visitcalifornia.com are our main providers in terms of visits but Trip Advisor, Routard and Facebook begin in a small way to follow their growth. Represented in France & Belgium by MN Organisation - 80, R.Elysée II / F-78170, La Celle Saint Cloud, France Page 16 of 16