A Closer Look at the European Market

Transcription

1 Europe

2 A Closer Look at the European Market

3 Travelling is so deeply rooted in the European Culture On Average: stay for 14 days has a net household income of at least USD 3,800 per month saves at least 10% of disposable income spends 5-10% of his disposable income on travel receives days of annual leave works 37 hours a week stays at hotels/resorts prefers vacation by the sea/beach considers his top holiday activity as: relaxation, sightseeing, culture, shopping and adventure

4 European Holiday Dream Sun, Sea, Beach leisure holiday, quiet rustic setting or seclusion Cultural immersion, people interaction, shopping, cuisine experience, Honeymoon paradise, niche activities (diving, sailing, biking, wellness medical)

5 What the Philippines can offer? All of these and much more!!!

6 The Brits Population: 62 M Outbound : 55M to Asia : 5.7 M Average length of stay: days Repeat Visits: 57.9% Information source: friends & relatives, business associates: 47.4% Internet: 25.6% Average expenditures: USD 1,386.00

7 The Deutschen Population: 82.3 M Outbound Leisure: 55.3 M / 8.9 M long-haul Average length of stay: 14.7 days Repeat Visits: 51,6% Source of Information: friends & relatives, business associates: 46.6% Average expenditures: USD 1,300.00

8 The Frenchies Population: 63 M Outbound: 23 M Average length of stay: 14 days Repeat Visits: 35.2% Source of Information: friends & relatives, business associates: 53.3% Internet: 33.3% Average expenditures: USD 1,800.00

9 The Ruskies Population: 142,517,670 Outbound: 12 million (approx) Average length of stay: days Repeat Visits: 12.5% Source of Information: friends & relatives, business associates: 33.3% Internet: 66.7% Average expenditures: USD 2,500.00

10 The Swiss Population: 7.6 M Outbound: 14.5 M / 1.4 M long-haul Average length of stay: 16 days Repeat Visits: 62.1% Source of Information: friends & relatives, business associates: 53.3% Internet: 33.3% Average expenditures: USD 1,868.89

11 Accomplished Highlight Projects FRANCE Salon de la Plongée sous Marine (13-15Jan 2012)

12 Accomplished Highlight Projects SPAIN Feria Internationale del Turismo (17-20Jan 2012)

13 Accomplished Highlight Projects GERMANY BOOT DÜSSELDORF (21-29Jan 2012) ( Largest Dive Fair in Europe)

14 Accomplished Highlight Projects ITALY Borsa Internationale de Tourismo, Milan (16-19 Feb 2012)

15 Accomplished Highlight Projects GERMANY Internationale Tourismus Börse, Berlin (07-11 March 2012) (07-11March 2012)

16 Accomplished Highlight Projects Germany IMFP Brand Launch at the Internationale Tourismus Börse (ITB)

17 Accomplished Projects to Date Germany IMEX FRANKFURT ( B2B MICE Meetings Fair)

18 Accomplished Highlight Projects UNITED KINGDOM London Dive Show (31 March 01April 2012)

19 Accomplished Highlight Projects UNITED KINGDOM Bird Watching, London (17-19 August 2012)

20 Accomplished Highlight Projects FRANCE TopResa (19-22 September 2012)

21 Accomplished Highlight Projects Russia Moscow Leisure Fair & IMFP Launch (17Sep, 19-22Sep)

22 Accomplished Highlight Projects Tactical Promotions United Kingdom

23 Accomplished Highlight Projects Tactical Promotions United Kingdom

24 Accomplished Highlight Projects Tactical Promotions United Kingdom

25 Accomplished Highlight Projects Tactical Promotions Russia Radio Promo Campaign 1. Best FM 2. Chocolate FM 3. Carnival FM Promo campaign ongoing from September to December 2012

26 Total projected arrivals from target Markets 2012 MARKET TARGET FOR 2012 ARRIVALS TO DATE (AUGUST) BALANCE United Kingdom 119,736 74,696 45,040 Germany 69,743 44,534 25,209 France 31,958 23,116 8,842 Switzerland 23,795 15,382 8,413 Russia 23,838 16,401 7,437 Scandinavia 68,450 35,566 32,884 Spain 17,048 10,737 6,311 TOTAL 354, , ,136

27 Total (Approx.)Tourist Receipts 2012 Select European Target Markets USD 7,445,928, Formula: Average Length of Stay X average expenditures

28 What we will do to reach targets in 2013 THE U.K. HIGH IMPACT VISIBILITY THROUGH Tactical PROMO CAMPAIGNS Bus ads promotions underground promo visibility Taxi Ad campaign Trafalgar Square Special promotion Department Stores Promo Radio Promo campaign TESL Gap Year Youth Program Reality shows

29 What we will do to reach targets in 2013 GERMANY HIGH IMPACT VISIBILITY THROUGH TACTICAL PROMO AND MARKETING CAMPAIGNS ITB Berlin Billboard Ads in major Airports and Train Station Terminals AD Placements in respected German national publications ( Der Spiegel, Stern, Frankfurter Allgemeine Zeitung, Handelsblatt, FVW ) Cooperation with influential travel trade wholesalers through joint tactical campaign with FVW Gap Year Youth Program Bundesliga Football Media Advertising

30 What we will do to reach targets in 2013 FRANCE TopResa and Salon de la Plongèe High Impact Tactical Promo Campaign in time for the Philippine Cultural Exhibition at the Musée Quai Branly ( 09 April-14 July 2013) Bus Ads in select high visibility routes in Paris Metro Ad Campaign in select stations Gap Year Youth Program Reality Shows (e.g. Koh Lanta, Pekin Express)

31 What we will do to reach targets in 2013 SPAIN, ITALY AND SCANDINAVIA Joint Store Promo at EL CORTE INGLES Ad Placements at PRIMERA LIGA Football Games Metro Ads in STOCKHOLM Tie-up with H&M Loyalty Reward Program Ad Placements in leading publications in NORWAY (Aftenposten, Dagbladet, VG) Ad Placement at SEIRE A Football Games in Italy World Youth Day

32 What we will do to reach targets in 2013 SWITZERLAND Train station Billboard Ads (Zurich & Geneva) Department Store Promo (Globus) Ad Placement in niche publications (Lifestyle, Diving, Architectural magazines) Ad Placement in complimentary distributed newspapers Participation in FESPO

33 What we will do to reach targets in 2013 Russia & CIS Radio Promo Campaign Department Store promo Roadshow presentations Presence in major fairs (MITT, Leisure Fair) Presence in niche Fair (Golden Dolphin Dive Show) Celebrity endorsement Social Media

34 Projected Arrivals 2013 In select target markets: UK : 137,237-14,61% Germany : 79,488-13,97% France : 39, % Russia & CIS: 34, % Switzerland : 27,618-16,06% Scandinavia : 78,431-14,58% Spain : 20,009-14,80% Total : 417,330

35 Total (Approx.)Tourist Receipts 2013 Select European Target Markets USD 8,763,930, Formula: Average Length of Stay X average expenditures

36 Mabuhay!