France. Market Conditions. Airlift

Transcription

1 France MARKET BLUEPRINT Market Conditions South Korea Trade Flow Chart FRANCE GDP ANNUAL GROWTH RATE Percent Change in Gross Domestic Product GDP Annual Growth Rate in France is expected to increase to 0.32% in the second quarter of 2015, from 0.24% in the fourth quarter of In 2016, the GDP Annual Growth Rate is expected to increase to 0.30%. In the long-term, the GDP Annual Growth Rate in France is projected to trend around 2.03, 3.24 and 3.24% in the years of 2020, 2030 and 2050 respectively. Source: Tradingeconomics.com, Cabinet OfficeINSEE, France Airlift 34 weekly nonstops on four carriers into LAX and SFO 11,942 weekly nonstop seats XL Airways in advanced planning to expand Paris- LAX route subject only to availability of equipment Air France maintains A380s to service LAX and SFO Competitive Landscape Staycations (France has all of the California pillars) U.S. NYC and Florida (East Coast is more accessible) Canada (less expensive, French-speaking) Thailand (less expensive flights, cultural discovery, Bangkok, beaches) 1 Euro Equals 1.10 U.S. DOLLAR The U.S. dollar has continued to fluctuate against the Euro, peaking in 2014 to 1.39 The Euro has since fallen to 1.10, but is not expected to significantly affect travel unless it remains above 1 /1$ for a sustained period of time Booking Euro U.S. Dollar Planning timeframe: December March Booking timeframe: December April Channels have shifted slightly away from OTAs and back more toward travel agencies Over 65 tour operators now package California products 36% travel as couples and 28% travel as a family group 37% plan 3 6 months in advance of travel Market Barriers Economic growth, although positive, has been less than expected in 2015 French travelers outside of Paris are at a disadvantage in their access to nonstop routes to California Travel Profile (TOTAL) $780M 2014 P California Visitor Spending 25.8% 2013 California Market Share 435K 2014 P California Visits 461K 2015 F Visits +6% 497K 2018 F Visits +14% $952M 2018 F Spending Source: U.S. Department of Commerce; Tourism Economics Leisure Traveler Profile (82% OF TOTAL) 91% Vacation/Holiday 82% Hotel/Motel 9.3 California Nights Average Length of Stay $1,777 Per Trip 4.1 Destinations Visited 2.1 Party Size Source: U.S. Department of Commerce; CIC Research, Inc. (U.S. INDEX) (142) (108) (76) (92) (137) (131)

2 France Media Flow Chart MEDIA JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE Social Media FACEBOOK, TWITTER, INSTAGRAM 6,873,000 $100,000 SEM GOOGLE 21,907,000 $200,000 EST. IMPS (A18+) CLIENT COST Total France 28,780,000 $300,000

3 France Media Flow Chart

4 France Owned Content Flow Chart JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE WEBSITE Content Refresh/Reorder Entry Page Image Refresh Curated & Opportunistic Content Content Addition Continual ingestion of new content to site Publications California Visitor s Guide - FR edition 2015 Visitor s Guide 20,000 printed Digital version on website 2016/17 IVG - Spring launch - Print run TBD Road Trips - FR edition International Road Trips - Released March ,000 print run International Road Trips - FR edition - Print run TBD Newsletter Monthly E-Newsletter Single Subject E-newsletter Deals E-Newsletter Social Media Facebook Always on Facebook Engagement - Global Page Always on Facebook Engagement - France Page Instagram YouTube Pinterest Always on Instagram Engagement - Global Page Always on YouTube Engagement - Global Page Always on Pinterest Engagement - Global Page Twitter Global Event-Based Engagement

5 France Owned Content Flow Chart

6 France Public Relations Flow Chart JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE 15/16 KEY PRIORITIES KEY TRENDS 1. Introduced quarterly media receptions in partnership with tour operators. 2. Establish relationships with top digital influencer targets to build foundation for ongoing activity. 3. Integrate travel trade partner in Digital Influencer activities through a promotion. 1. Luxury continues to be a focus of French travel media. 2. Off the beaten track trip ideas and spotlights on new and unusual neighborhoods. 3. Tribal Travelers trend of extended family travel, multi-generational vacations. Media Content Pitches, newsletters & press releases. Film & TV Locations: Set Jetting Refresh Top Spots for Fall Foliage Trend Report Theme Parks: Insider Tips National Parks Trend Report; Super Bowl 50; Annual Anniversaries Round Up California Luxury Backgrounder 10 Only in CA Outdoor Adventures Trend Report; Top Spots for Spring Flowers Top 10 Music Festivals Road Trips/ Scenic Drives Top Bike Tours Trend Report Top Hikes Media Missions Media Calls & Events One-on-one meetings with key media targets to generate future coverage. Stand alone events to promote California to key media. Media Calls Top Resa Media Cocktail Reception Media Calls Event with Voyageur du Monde (Paris) Media Calls Event with Aventuria (Lyon) Media Event to Launch Le Bonheur est dans l assiette TV Series California Episodes Media Events during sales mission Media Event with HUWANS (Marseille) Media Calls Media Event with La Maison des USA Individual Press Tours Travel, lifestyle & news media & influencers visiting California on assignment for earned media placements based on experiences showcased. 20 Individual Press Tours Group Press Tours Thematic group press tours for media on assignment. Could include a mix of traditional & digital influencers. Digital Influencer Programs Activities geared exclusively to the influencer segment. TUI Blogger Project Initiated Broadcast Productions Mass-reach broadcast productions on locations in California. Le Bonheur est dans l Assiette Filming On Location in CA ARTE TV Promotions & PR Stunts PR stunt to launch/leverage consumer brand advertising activity or leverage a third party promotional platform. Le Printemps 150th Anniversary Promotion

7 France Public Relations Flow Chart

8 France Trade Flow Chart 15/16 KEY PRIORITIES KEY TRENDS JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE Club California by Air France 5th Birthday; Create awareness of Club California; Create agent-evel incentive scheme for California Expert; Webinar based training E-Newsletters - CAB - Sales Mission - Top Resa - Trade Co Ops - Presidents/CEO Level Group Tourism Entrepreneurs - Product development TUI blogger project Seeking Security - Return to the agency - Agency Packaging - Operators using social influence - Growth in interest for Pure California Products - Renewed interest in escorted tours TOP 10 TOUR OPERATORS VOYAGEURS DU MONDE - PRINTEMPS VOYAGES - VOYAMAR - VACANCES TRANSAT - TUI (AVENTURIA - NF) - VACANCES FABULEUSES - MARCO VASCO - JETSET - PARTIR AUX AMERIQUES - DIRECTOURS Product development/planning (Operators) Booking Window (Consumers) Travel Period (Consumers) Travel Trade Tools Travel Trade Portal, Online Training Program, Newsletters E-newsletter E-newsletter E-newsletter Group Product Manager FAMs California Advisory Board engagement/experiences with top tier travel trade executives; Global FAMs by five marketing pillars; Receptive Operator FAMs; Product Manager FAMs Tourism Entrepreneurs w/ AIR TAHITI NUI Mix of Product and Sales managers AIR FRANCE Mix of Product and Sales managers AIR FRANCE Mix of Product and Sales managers XL AIRWAYS Agent Training or Mega-FAMs Mega-FAMs with multiple itineraries based on pillar in California at the same time. AIR TAHITI NUI + SELECTOUR FAM TUI Blogger Project Trade Shows Increase California visibility at in-market trade shows IFTM Top Resa IPW Sales Missions Sales Missions held every months Lyon and Paris Sales Mission & California Advisory Board Training Engaging training platforms with industry inclusion at low investment levels (Club California training sessions); Incentives for Online Training Program completion Club California by Marietton 2 Club California by ATN VUSA OPERATOR Club California by ATN Training at Sales Mission Club California by ATN Club California by Air France Trade Co-Ops Targeted co-ops with operators to focus on increased awareness and visitation along with product development; New airlift support, Non-endemic partnerships/ sponsorships through travel trade Le Printemps 150th Anniversary AFAT/SELECTOURS Window Campaign