Transcript Remember European planning cycle

How to work with DOT
to increase your business from Europe
How To Work With DOT To Increase
Your Business From Europe
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Market Overview
Airlift from Europe
Distribution of Tourism product
DOT Sales/marketing activities
CITA & SITA members tactical promotions
Current visitor arrival trends
Q&A
Market Overview of Europe
• 28 countries
• 25 languages
• An estimated total population of 728 million
Key Market Statistics
UK
• Population 60m
• 41.2 million holiday trips taken in
2003, which is predicted to increase
by 28%
Ireland
• Pop: 4m
• 6.2 million trips taken abroad
France
• Pop: 64m
• Less than 20% of total French
tourism expenditure is devoted to
foreign travel
Italy
• Pop: 58m
• The third biggest spender on
outbound tourism, after Germany
and the UK - around 40% departure
rate
Germany
• Pop: 82m
• Departure rate was 74.16 million in
2006 (the highest in the world )
Switzerland
• Pop: 7.5m
• 20% of total travel was to foreign
countries
Netherlands
• Pop: 16.5m
• The 8th biggest global spender on
outbound travel
Excluding UK, 6 markets
account for 70% of CE visitors,
yet Top 6 markets still only
account for c. 1/3 of UK
visitors
Airlift ex Europe
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Logistical challenges
BA Direct (1 stop NAS)
1 stop via MIA
Charters
CAL rep Lynne Morris
Future opportunities
Runway length/costs
56%
42% BA/VS/AA/LH/AZ/AF/IB+
Min. UK£1M cost per season
Air partnerships/sales/marketing
KX + ? TBC
Distribution of Cayman Islands
Holidays in Europe
This varies by market, but in the UK:
• Direct client purchase
• On-line operators
• Traditional tour operators
• Retail travel agents
Research
2007 UK Consumer survey on booking habits:
• “40% choose not to use travel agents”
• “85% plan to research online”
• “66% will book online”
• “Only 4% plan to avoid the internet”
Source “YouGov”
DOT European Sales & Marketing
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Advertising
Public Relations
Affinity Marketing
Trade & Consumer shows
Dive sales & marketing
M & IT
Advertising
Campaign objectives
• Ultimately, to support CIDOT in increasing visitor numbers
from the UK and Europe
• Increasing awareness and depth of understanding amongst
our target audience
• To generate interest in and consideration of the Cayman
Islands as a luxury holiday destination
• To drive traffic to the website
Strategy
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Redefined target audience:
74% of visitors coming from the UK
Informed by research, audience redefined as upmarket 50+
Well travelled
Adventurous but want creature comforts
‘Five Star Explorers’
Geographically live in wealthier areas - London and the
North West
Reaching this audience
• Media strategy
• Two bursts of activity - February
and October
• Radio, press and online mix
• Weekend focus on radio
promotions and airtime (eg.
Classic FM) and in national
newspaper supplements (eg.
Times, Telegraph)
• Creating qualified leads
• Banner activity on relevant
websites (eg. 50 connect, CN
Traveller)
• Continuous online presence search
• Creative strategy focused on
‘educating’ the audience on what
the Cayman Islands has to offer
• Further information available on
the website or as downloadable
podcasts on radio station
websites
• Website supports these aspects
• appeals to audience interests
• Taking attractions and aspects of
the Cayman Islands that match
these interests
• Nature, wildlife, restaurants,
relaxation
Press
Online display
Search marketing
• PPC campaign in UK, Ireland, Germany and Italy
Meetings & Incentives market
Looking forward to 2007-2008
Evolution
• Evolution of the consumer campaign
• Same strategy, different executions, different
media
• Inserts and online
• Directing people to the website even more
important
Plus…
• Support activity to complement the
consumer campaign
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The travel trade
The meetings & incentive market
Specialist dive market
Online search campaign in key markets in
Europe
Two major online developments
Microsite
• http://82.108.149.213/cayman/
Direct Purchase Solution
• www.caymanislands.co.uk Call to action
• Link through to
www.caymanislandstravelmarket.com
• Brings potential UK clients who are already
seriously investigating Cayman direct to your
booking engine or booking template
• No operator/travel agency commissions you
sell at gross price, increasing your yield
Cayman Islands Travel Market
Cayman Islands Travel Market
was launched in the UK in mid
July 2007
Cayman Islands Travel Market
is a unique meta-search engine
which enables product in the
Cayman Islands to access
consumers direct in key
international market of the UK.
The Cayman Islands
Department of Tourism is
promoting this site via a ‘Book
your Trip’ button on
www.caymanislands.co.uk
Cayman Islands Travel Market
The open platform provides
consumers with a one stop to
shop to search and compare
prices for flights, hotels, tours,
dive product, weddings and other
ancillary product for their holiday
to the Cayman islands.
Consumers book directly with the
supplier once they have found
what they are looking for.
Due to the destination specific
nature of the site, conversion sits
between 5-9% compared to an
industry average of 1-2%.
Site Performance
Since launch of the site in mid July, Cayman Island Travel Market has hosted
a total of 2772 unique visitors and 4200 visits in the UK.
Click Conversion
Total clicks
Of 4200 visits to the site since launch, over 2300 (54%) people clicked off CITM to a partner
site, each with a high propensity to make a booking.
Land content performance
A positive indication for interest in land content can be seen by the high proportion (66%) of
total visits to the site clicking off to hotels, touring, car hire or tour operator sites (over 1500
clicks).
Flight performance
July
August
September (MTD)
Searches
Clicks
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709
1026
131
413
630
84
59
62
65
It is particularly encouraging to see the conversion from flight searches through to flight
partner sites increase incrementally each month.
Typically you would expect a 7-9% conversion off the back of flight leads, suggesting in the
vicinity of 150+ actual bookings generated for travel from the UK to the Cayman Islands since
the site launched.
Tour Operator/Agency Solution
• Local “full service” inbound operator
• Incremental business from small European
producers, currently not dealing with Cayman.
• Local one stop shop: more business at less risk; one
contract; one agency handling all reservations, one
financial transaction, no brochure contribution
demands.
• New business with virtually no
operational/sales/marketing investment.
Public Relations
The Media - Europe
• Move from traditional formats – newspapers / television and towards
online
• Newspapers – are facing challenges, the majority (national, regional,
local) face limited circulation decline – across the tabloid / midmarket
and broadsheet sector.
• Rise of free newspapers - 36 million free newspapers now distributed in
the world, across 49 countries – Metro in UK and 20 Minutos in Spain
(now largest newspaper in Spain) two major examples
• Need for newspapers to increase online presence – huge spending within
the UK – Telegraph. / Times / Guardian and across Europe. Alex
Springer, Europe’s biggest newspaper publisher expects to spend over
two billion euros to expand digital content
• Magazines – weekly and monthly’s challenging environment – although
niche and special interest magazines excelling
The Media - Europe
• Broadcast – Terrestrial television in UK specifically facing difficulties –
with the absorption into popular culture and houses of satellite and
freeview / no specific holiday programmes
• Online – within the UK, people now spend more time online than
watching television (164 minutes a day v’s 148) - Google Survey
• Keenest web users are over 65 and spend over 42 hours a month online –
Ofcom
• Explosion of new technologies – web connected mobile phones / MP3
players
• Of course, this has meant that traditional print publications and
Public Relations strategies have had to respond accordingly in
order to continue to effectively communicate our messages –
Newspapers developing lifestyle supplements
Strategy and Target Markets
• PR effort supports the advertising campaign but also penetrates those
markets that above the line activity doesn't reach.
• Multi-faceted campaign combines communication of key targeted
messages with the distribution of additional themes and stories
• Promotes to primary market and to secondary, niche and special interest
audiences that we believe have potential to appeal to the destination.
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identified 50+ market
family
diving
adventure
wildlife
bridal and honeymoon
Objectives and tools
• Ensuring all messages of the Cayman Islands are communicated across
all markets – from major to niche audiences.
• Dynamic and organic campaign incorporating all types of media, from
print and broadcast to online, covering all relevant areas of the travel and
lifestyle arena. Results and coverage achieved through variety of
methods:
• Extensive visiting journalist programme
• Media relations; press releases / regular newsletters and
creative pitching
• Big thinking – BBC Wildlife supplement / Broadcast – Rugby 7’s
and Blue Iguana radio
• Media events / meetings
Visiting Journalist Programme
• 2007/8 across Europe – over 35 journalists to visit
the Cayman Islands in either groups or as
individuals
• Variety of media from all markets – consumer and
trade, online and print
• Groups - focus on larger themes and Festivals –
JazzFest / Wildlife
• Individuals – niche story ideas – birding / history /
weddings
• Broadcast TV – cuisine / sport
Looking forward to 2007-2008
• Continuation of PR strategy - identified target &
niche markets
• Big thinking
– Sports Adventure Challenge - print & online media
– Major initiative with RHS, Chelsea Flower Show
involving Botanic Park
– Radio opportunities - cuisine, flora
– Wedding initiative with Ben de Lize
Where do you come in? Top Tips
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Provide DoT with interesting and quirky information – USP’s
News
Characters – particularly if European
Events / Festivals
Special offers / promotions
Assisting with Visiting journalist programme – not only in providing service,
quality of experience for media
Good website essential – journalists like to do own research - prices in euros or
sterling and non-toll free numbers / social media
Realistic expectations on resulting coverage
Spread the word – maintain relationship with journalist after visit
Good PR cannot be underestimated – the belief in editorial high and word of
mouth means a great deal
Complete our partner form
Affinity Marketing
Trade & Consumer shows
Dive sales & marketing
M & IT
Affinity Marketing
• Coop promotions with appropriate 3rd party brands
who share a common target market
• Using these brands to endorse and promote the
Cayman Islands to their client base
• Fully integrated marketing using multi media, e.g.
High Street windows, in-store, web, DM, PR and
advertising.
• Cost to DOT, 1 x Week’s Holiday for two
• FOC exposure for Cayman hotels and attractions
Previous Affinity Marketing
Partners
Barclaycard
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• Morgan Stanley Dean Witter
• Crabtree & Evelyn
• Wimbledon "Centre Court"
shopping mall
• The Trafford Centre shopping
mall
• Volvo car division
• Conran
• Toni & Guy
• Europcar
• BHS & Nivea Sun Cream
• American Express card division
•Mulberry
•La Senza
•Country Casuals
•Moss Bros
•Conde Nast Traveller
•British Sub Aqua Club
•The All England Tennis Club
•Save the Children
•Debenhams
•Random House Books
•Youngs Hire
•Mercedes
•Marriott Hotels
If you have any contacts or suggestions,
please let us know.
DOT Trade & Consumer Shows
2007
• 13 – 14 October Dive Show, Birmingham
• 12-15 November World Travel Market, London
• 27 -29 November EIBTM, Barcelona
• 4 - 6 December ILTM, Cannes
2008
• 13-15 January CHA Marketplace, Bahamas
• 24-27 January Holiday World Show, Dublin
• 19-27 January BOOT, Dusseldorf
• 05-09 March ITB, Berlin
• 29 February – 03 March EUDI, Rome
• 08-09 March Dive Show, London
• 10 March (provisionally) Unite Caribbean, London
• 22-24 April IMEX, Frankfurt
• 11-12 October Dive Show, Birmingham
• 10-13 November WTM, London
• 02-04 December EIBTM, Barcelona
• TBA (Early December 2008) ILTM, Cannes
DOT Trade & Consumer Shows
• Join DOT at no cost
• Use DOT trade data
base to pre-promote
• .pdf your dedicated
show “special offers”
• Offer competition
prize elements for PR
coverage
• Other collateral
• Tactical offers with
tour operators
• Communicate your
special events details
ASAP
Take advantage! Do more with DOT Europe!
DOT Dive Strategy
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Dedicated Sales Executive
Dive shop/club sales calls – incl. your offers
Dive shows – join us and/or send us your “show specials”
Give us your schedule of events and event details ASAP
Images for media exposure (only copyright free)
Dive producers educational April/May 2008
- European group travel dive market plans 18 months out
- European specials should appeal to European clientele, e.g.
pricing, non USA phone numbers, local languages. (We can assist in
local language translations )
- Make “Show Specials” pertinent to the type of client, e.g. group
producers, individuals.
DOT M & IT/MICE Strategy
• Dedicated M&IT Sales Executive
• EVENTIA – DOT active in M&IT industry
association
• Sales calls and relationship building
• Advertising in M&IT media
• Trade fam visits and client inspection visits
• Getting Cayman noticed in the incentive travel
business
• Need for quality images and testimonials
If you are in this market, have you told us?
Communicating with European Travel
trade
• Remember European planning cycle
• Europeans are very loyal. Importance of
building lasting relationships
• Brochure contribution requests are normal
• Tactical marketing, sometimes just being
brochured is not enough! DOT will support!
• Summer Sales Incentives
European Planning Cycle
Sept-Nov 08
Second editions
June 08
Distribution
Jan 08
Planning
2009 Tour brochure
production cycle
Feb 08
Site visits
Mar 08
Contracts
May 08
Printing
Apr 08
Brochure production
2006 Summer
offers
Communicating with European Travel
trade
• Remember European planning cycle
• Europeans are very loyal. Importance of
building lasting relationships
• Brochure contribution requests are
normal
• Tactical marketing, sometimes just being
brochured is not enough! DOT will
support!
• Summer Sales Incentives
Dubai 7 nights
£823.00
Cosmos
Bangkok
7 nights
£830.00
Kuoni
Cayman
Islands
No tacticals
No
exposure
fewer sales!
Mauritius 13 nights
£1003.00 Kuoni
Colombo
7 nights
£589.00
Thomas Cook
Barbados 7 nights
£665.00 Thomson
Communicating with European Travel
trade
• Remember European planning cycle
• Europeans are very loyal. Importance of
building lasting relationships
• Brochure contribution requests are normal
• Tactical marketing, sometimes just being
brochured is not enough! DOT will support!
• Summer Sales Incentives
Summer Sales Incentives
• What has your average summer occupancy been for
last 6 years?
• Apart from 2005, has this changed much? Do you
forecast a huge difference for 2008 or 2009?
• Have you participated in Summer Sales incentives
each year in recent memory?
• Why leave it until May to agree Summer Sales
incentives?
• Remember European tour operator planning cycle
and consumer purchasing further ahead than USA
market!
• Is current Summer sales incentive strategy effective
in Europe? No! but it could and should be!
Summer Sales Incentives
Suggestion!
Agree and prepare your 2009 Summer Sales
incentives before January 2008 and
communicate these to your regular European
tour operators in time for them to be able to
promote them and sell them.
Another Suggestion!
• Does CITA or SITA have a strategy for
European business?
• Why not ensure that you elect a member of
the executive to wear a “European hat” so
that decisions can be made including
consideration of how to maximise the
potential of European business.
General Hints
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Remember longer lead times from Europe
A swift response to requests is vital
Avoid using USA only 0800 Telephone #s
Honour all rates contracted, avoid increases
mid year
• Work with local “full service” operator
• Employment: 2 candidates of similar
experience, employ the one who speaks a
European language…..or….make this a
requirement for certain job functions.
CIGO Investment, DOT and Cayman Islands Tourism
partners, a Winning Combination!
YTD Aug 2007 +17.34%
EUROPEAN ARRIVAL FIGURES
2500
Arrival Figures
2000
1500
2005
2006
1000
2007
500
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Months of Arrival
Organisational Chart – DOT Europe
Donald McDougall
Regional Manager Europe
Jayne Maloney
Sales & Marketing
Manager
UK & Ireland
Emma Ford
Dive & M&IT Sales
Executive
Jenny Chong
Sales & Marketing
Co-ordinator
Vicki Saker
Office Administration
Manager
Gillian Young
Travel Trade Sales
Executive
DOT London Staff
Jayne Maloney……missing on maternity leave! Back 1st October.
Discussion
Questions & Answers