04 June 2013 / Webinar Source Market Central Europe ... · Domestic Europe Overseas Sun and Beach Tour + Sun and Beach Tour only Hiking Wellness-/Health Source: ADAC Travel Monitor

Dres. Dingeldey Business Consultants / [email protected]

Page 1

04 June 2013 / Webinar Source Market Central Europe / Second Part / Page 1


Webinar: Source Market Central Europe

Second part:

Tailor made products and marketing



The Presenters

David Ruetz

Head of ITB

[email protected]

Dr. Alexander Dingeldey

Dres. Dingeldey Business Consultants

Strategy consultant Tourist Trade since 2002

[email protected]

Dr. Klaus Dingeldey

Dres. Dingeldey Business Consultants

Strategy consultant Tourist Trade since 1969

[email protected]



How We Work Together

Charts and webcast will be published on the website

Questions:

Box for your questions

General questions will be answered to all participants

Private questions directly to you

Questions will be answered after each module as far as possible

Open questions will be answered per email after the webinar

Feel free to ask personal questions after the webinar to:

[email protected]

[email protected]



Agenda

15th of May:

First part: Market information for strategic and profitable decisions

Module 1: Market environment – stakeholders, their interests and behaviours - understanding the

German market and profiting from it

Module 2: Tourism companies in Germany, Austria and Switzerland as business partners and

their potential to generate business

Today:

Second part: Tailor made products and marketing

Module 3: Travel needs and behaviour of German, Austrian and Swiss tourists and how Asian

tourism companies can profit from it

Module 4: What are German guests expecting form destinations and tourism companies in Asia

– Products and services with a high potential for demand




Second part:


Module 3:

Travel needs and behaviour of German, Austrian and Swiss tourists and how

Asian tourism companies can profit from it



The Main Motivations have Different Weights for the European Source Markets



Page 8

Motivation for Traveling and Holidays: Tourists Want to Fulfil More and More Wishes Simultaneously during their Holiday

2%

12%

22%

32%

42%

52%

62%

Relaxing, resting, no stress

Getting away from everyday life

Being free, having time

Recharging batteries

Sun, warmth, good weather

Healthy climateHaving time for one another

(partners, friends, family)

Plenty of fun & entertainment, having

a good time, amusement

Experiencing nature (beautiful

scenery, pure air, clean water)

Indulging oneself, giving oneself a

treat, enjoyment

Getting competely new impressions,

learning about something completely

different

1973 2001 2009

Sources: 1973: Studienkreis für Tourismus e.V., Starnberg

2004: Urlaub + Reisen, Forschungsgemeinschaft F.U.R, Hamburg

Motivation of German tourists during main holiday travel: 1973, 2001 and 2009



Page 9

Tourists are Increasingly Multi-Optional in Their Behaviour

VACATION MADNESS

Say yes to stress



Page 10

Preference of European Tourists for Destinations in Asia – Volume and Share



Page 11

Destination Decides about the Kind of Holiday Preferred by the Guests

55

62

50

11 11

26

710

25

17

13

3

13

74

0

10

20

30

40

50

60

70

Domestic Europe Overseas

Sun and Beach

Tour + Sun and Beach

Tour only

Hiking

Wellness-/Health

Source: ADAC Travel Monitor 2013

Holiday type of German travellers 2012



Page 12

Approaches for Strengthening the Competitive Positioning on the Central European Market – Success Spiral of Target Group Orientation

etc.

More demand, less competition,

more profit

Thus stronger

USP

Adaptation of range, employees and company More demand, less

competition due to stronger unique position

Target group with

certain wishes

Fitting offer

More benefit for

target group

Greater appeal

More demand, more

customers, less

competition due to

unique position

Higher productivity

More profit

Skilled and motivated

staff

More appeal for guests

No company has unlimited financial and human resources!



Market Segmentation and Target Groups



Page 14

How to Address Target Groups




Second part:


Module 4:

What are guests from Central Europe expecting form destinations and

tourism companies in Asia –

Products and services with a high potential for demand



Page 16

English skills of Europeans

0

10

20

30

40

50

60

70

80

90

100

UK

Norway

Sweden

Malta

Denm

ark

Cyp

rus

Finla

nd

Austria

Slove

nia

Switz

erland

Belgiu

m

Germ

any

Estonia

Gre

eceIta

ly

France

Cro

atia

Latvia

Lithuania

Portugal

Czech

Republic

Spain

Slova

kia

Poland

Bulgaria

Rom

ania

Hungary

Source: Eurostat 2013

Share of English speaking population 2007:



Page 17

Main Activities of German Travellers During Holidays

695858

57

464140

3838

3528

20

1918

15

121

33

Making excursions in the surroundings

Enjoying typical local specialities

Bathing in the sea or lake

Looking at shops, shopping

Resting and sleeping a lot

Swimming in pool

Going on walks

Going to sights of natural beauty

Light sporting activities

Going to cultural sights

Making holiday friendships

Cycling

Playing with children

Wellness/Beauty

Going to theme parks/leisure parks

Health and spa facilities

Golf

Fishing

Diving

Source: 2011 FUR, holiday trips with 5 days and more

Items that are very important and important during the long holiday in %:



The Perfect Hotel – Room Amenities

Room:

Double bed (2m x 1m) with German style quilt

Safe

Air condition – adjustable but still windows to open

Nice view (beach, city...)

Balcony or terrace

Blackout curtain

Bathroom:

Shower better than bathtub – shower screens and no curtain

Good ventilation

Plenty of shelf space

Cloth line

Separate toilet

Hair dryer

Separate mirror for makeup/shaving

Different target groups have different needs and wishes concerning accommodation

Lack of hardware can be compensated up to certain extent with excellence in service



The Perfect Hotel – Food and Beverage

Breakfast – start of the day like home (7:00 to 10:00)

Must: bread, butter, jam, cold cuts of cheese ham and sausage

Bread: Croissants, toast, German bread (very hard to get)

Swiss muesli

Fresh fruit

Nice to have but not a must: Eggs, warm sausages

Coffee (preferable Italian Cappuccino), Tea

Water (with gas) and juice

Lunch (12:00 to 13:00) and Dinner (18:30 to 20:00)

Asian food – tasty but not too hot/spicy

Two courses are OK (main + desert) three courses are nice

One meal can be a cold meal (sandwiches, cold cuts)

Healthy/organic options

Restaurant: As the weather at home is usually not good Germans, Swiss and Austrians love to

sit outside – instead of an air-conditioned room. Even better if they have a nice view



The Perfect Hotel – Facilities

Direct beach access for beach hotels

Swimming pool

Access to a doctor (preferably German or English speaking)

Luggage service

Small shop for everyday products and things forgotten at home – (sunscreen, toothbrush,…)

WLAN without additional costs

Children's facilities

Most facilities – size and quality – depend on the selected target groups of the Hotel



Guest Relations

Asian smile and friendliness is a highly appreciate competitive advantage

European guests expect fulfilment of promised offer

In case of complaints:

Acceptance

Showing clear responsibility

Immediate remedy or compensation

Documentation

Thus avoids negative mouth to mouth advertising and reports in media

Monitor Social Media in the language of your guests.



How to Improve Access to the Central European Source Markets from Asia

Follow the economic and travelling development in the European source markets

Target the interests and aspirations of potential guests

Social structure, possessions

Interests and behaviour

Have a clear definition of the source markets and the target groups for your product and any adaption

Deliver good online information about your product – even if it is usually booked via tour operators

Still see tour operators as a valuable partner for your product – the big all-rounders and the specialists

Packages

Modules

Set up dialog marketing to secure repeaters and recommendations

Hold contact to market experts knowing customers and players in the market to make your best

selection

Good ideas matter – not big budgets



Please don‘t hesitate to send us even very individual questions

We would be interested how you judge the idea of a personal led one day seminar for more

and deeper information just before or after the ITB Asia



Questions and Further Information:

Dres. Dingeldey Business Consultants:

Clermont-Ferrand-Allee 28

D-93049 Regensburg

Tel: +49 941 565911

Fax: +49 941 565912

Rohrer Str. 19

A-6280 Zell am Ziller

Tel: +43 5282 20555

[email protected]

[email protected]

ITB Academy

[email protected]


Documents

04 June 2013 / Webinar Source Market Central Europe ... · Domestic Europe Overseas Sun and Beach Tour + Sun and Beach Tour only Hiking Wellness-/Health Source: ADAC Travel Monitor