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Embassy of Greece in the Russian Federation. Department of Tourism

Research of the behavior of visiting Russian tourists Report-presentation

IndexBox Marketing

March 2014

IndexBox Marketing © 2014 www.indexbox.ruPage 2

Table of contents

1. Research design

2. Preferences and model of behavior of Russian tourists

3. Portrait of the tourists, visiting Greece

IndexBox Marketing © 2014 www.indexbox.ru

Research design

Research method: online survey

Sample size:

500 successful surveys

Geography of the survey:

Moscow

Sample characteristics:

Men and women, aged 18 to 55

Income level: average and above average

Regularly (at least 2 times in the last 2 years) go on vacation to a foreign country.

Page 3

Respondents’ gender

N=500 N=500

Respondents’ age

50%50%

Female

Male

50.0%50.0%

18-34 years old

35-55 years old


Preferences of the Russian tourists


Countries visited

Page 5

Foreign countries, visited in the last 2 years(several answers are possible)

N=500Foreign countries, desired to visit (several answers

possible)

N=500

+13 p.p.

- 21 p.p.- 16 p.p.

+20 p.p.

+14 p.p.

36%31%

27%27%

19%18%18%

16%15%

14%11%

9%9%8%8%

7%6%6%6%6%5%

4%3%2%2%2%

0% 10% 20% 30% 40%

Turkey

Egypt

Thailand

Spain

Greece

Germany

Italy

France

Czech Republic

Cyprus

Bulgaria

Austria

Finland

UAE

Tunis

China

Israel

India

Vietnam

Montenegro

Great Britain

Croatia

Portugal

Malta

Australia and Oceania

Morocco

52%47%46%46%

42%41%

38%37%37%36%

34%34%

33%32%32%32%32%

30%30%29%

27%25%

18%18%

15%15%

0% 20% 40% 60%

Australia and Oceania

Spain

Italy

France

Great Britain

Thailand

Montenegro

UAE

China

India

Israel

Czech Republic

Portugal

Cyprus

Germany

Greece

Malta

Vietnam

Austria

Croatia

Finland

Morocco

Bulgaria

Tunis

Egypt

Turkey


Visit frequency

Page 6

Visit frequency of the top-5 countries for the last 2 years (for each country – only one answer)N=500

16%

39% 39%

26%

36%

31%

45%

25%

28%

48%

29%

17%

54%

27%

18%

0%

10%

20%

30%

40%

50%

60%

Visited for the first time Visit once in 2-3 years Visit every year

Turkey Egypt Thailand Spain Greece


Visit length

Page 7

Visit frequency of the top-5 countries (for each country several answers possible) N=500

7%

32%34%

28%

7%6%

35%

42%

18%

3%1%

16%

43%

35%

7%

12%

26%

32%

25%

7%9%

32%

35%

22%

4%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Less, than a week (6

nights and less)

For a week (7-9

nights)

For 10 days (10-13

nights)

For 2 weeks (14-16

nights)

For more than 2 weeks

(more than 17 nights)



Visit seasonality

Page 8

Visit of the top-5 countries by time of the year (for each country several answers possible)

N=500

0%

5%

10%

15%

20%

25%

30%

Turkey

Egypt

Thailand

Spain

Greece


Purpose of the visit

Page 9

Purpose of the visit in top-5 countries by visits (for each country several answers possible) N=500

86% 86%87%

69%74%

31%25%

48%

57%

52%

11%

4%13% 19%

13%

4%

11%4%

7%

9%11%

21%11%

7%

7%1% 5%

6%10%

5%5% 3%

5%2%

4%11% 10%

25% 22%10%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Other

Pilgrimage/religious

tourism (visiting

religious sanctities)

Bus tour of cities

Water tourism

(diving, surfing,

sailing, etc.)

Cruise tour

Shopping tour

Informative

(excursion) tourism

Relax on the beach


Trip organization

Page 10

Ways of organizing the trip in the top-5 countries by visits (for each country one answer possible)

N=500

79%

85%

72%

56%

68%

1% 1% 1% 1% 1%

13%

9%

23%

38%

18%

6% 5% 4% 5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%


Tourist agency Organization On my own Other person


Selection process

Page 11

Length of selecting the country of visit (one answer)N=500

Period of starting the trip organization (one answer)

N=500

Sources of receiving information about trips abroad (several answers possible)

N=500

N=500

70%

66%

41%

37%

37%

24%

12%

10%

6%

3%

0% 20% 40% 60% 80%

Tourist Internet portals

Recommendations of…

Advertising on the Internet

Recommendations of a…

Hotels' websites

TV shows

TV advertising

Advertising in printed media

Outdoor advertising,…

Radio advertising

8.0%24.0%

29.0%35.0%

4.0%

For a week before the trip

For 2-3 weeks before the

trip

For a month before the

trip

For a few months before

the trip

Other

22.0%

29.0%24.0%

19.0%

6.0%

The selection practically

takes none of my time

A few days

About a week

About a month

More than a month


Criteria for selecting a country

Page 12

Criteria for selecting countries by age groups (not more than 3 answers possible)

N=500

3%

7%

3%

9%

13%

19%

24%

33%

26%

38%

47%

56%

4%

5%

5%

10%

15%

18%

24%

26%

26%

36%

53%

64%

Religion

Lack of economic crisis in the country

Language

Few Russian tourists

Country reputation

Good infrastructure

Friendly locals

Level of service in the country

Lack of political crisis in the country

Good reviews from friends and family

Affordable price

Favorable weather in the selected season

18-34

35-55


Criteria for selecting a hotel

Page 13

Criteria for selecting hotels by age groups (not more than 3 answers possible)N=500

5%

8%

10%

14%

17%

17%

18%

26%

28%

29%

30%

40%

41%

8%

5%

7%

7%

25%

16%

23%

21%

37%

30%

25%

46%

39%

Hotel's appearance and architecture

Russian-language portal

Few tourists from Russia

Own positive experience

Accomodation rooms

Hotel's reputation

Nice reviews from friends and family

Developed infrastructured

Quality of the food

Location right on the beach

Level of service in the hotel

Affordable price

Nice reviews on the Internet

18-34

35-55


Preferred trips by format

Page 14

Choice of trip transport (one answer)

N=500

Choice of meal options in the hotel (one answer)

N=500

Choice of hotel category (one answer)

N=500

17%

21%

8%

44%

10%

Breakfast only

Half board

(breakfast+dinner or

breakfast+lunch)Full board (breakfast,

lunch and dinner)

All inclusive44%

34%

5%4%

3 stars

4 stars

5 stars

Hotel's category does

not matter

Other

92%

8%By plane

Other


Optimal cost of the trip

Page 15

Expenses on tour (accommodation, tickets, transfer)

Cost, specified by the respondents as optimal per person for a one week holiday with flights, transfers and half board, in RUB

N=500

Expenses on site Expenses for tours and sightseeing

32%

34%

19%

5%

9%

9%

31%

27%

16%

17%

16%

38%

22%

12%

12%

0% 20% 40% 60%

15000

15001-25000

25001-35000

35001-45000

More than 45000

Turkey Italy Greece

54%

33%

5%

4%

4%

30%

37%

14%

11%

7%

39%

37%

11%

7%

6%

0% 20% 40% 60%

5000 and less

5001-10000

10001-15000

15001-20000

more than 20000

Turkey Italy Greece

54%

33%

5%

4%

4%

30%

37%

14%

11%

7%

39%

37%

11%

7%

6%

0% 20% 40% 60%

5000 and less

5001-10000

10001-15000

15001-20000

more than 20000

Turkey Italy Greece


Evaluation of supply on the tourist market

Page 16

Is it easy to choose a foreign country for a holiday? Are the respondents satisfied by the

offered choice? (one answer)

N=500

Dissatisfaction in the selection of countries (open question)

N=

• High prices

• Inaccessibility of the countries, people

would like to visit

• Inconsistency between pictures and

reality

• Greece and Turkey are not OK because of

the number of people, heat• Great diversity of countries but in the end

it all comes to a narrow selection of countries

• Few combined tours (wish to include

excursion program in the tour)

• Inconsistency between price/quality

• Bad service

• High prices of flights

• Inconvenient flight schedule

• Difficulties in getting a visa

96.6%

3.4%Yes, everything works

for me - there is enough

to choose from

No, I do not like the

offered selection


Portrait of the tourists, visiting Greece



Page 18

Gender of the tourists, visiting GreeceN=94

Age of the tourists, visiting GreeceN=94

Income level of the tourists, visiting GreeceN=94/500

50%50%

Female

Male

60%

40%

18-34 years old

35-55 years old

43%

43%

15%

50%

35%

15%

0% 10% 20% 30% 40% 50% 60%

20 001 - 49 999 RUB

50 000 – 79 999 RUB

80 000 RUB and more

Tourists, visiting Greece All tourists



Page 19

Marital status of the tourists

N=94/500

Whether the tourists have childrenN=94/500

Motives for going on holiday abroad N=94/500

55%

21%

17%

5%

1%

56%

20%

19%

4%

1%

0% 10% 20% 30% 40% 50% 60%

Married

Single

Civil marriage

Divorced

Widow(er)


39%

30%

23%

7%

42%

35%

19%

4%

0% 10% 20% 30% 40% 50%

No children

1 child

2 children

More than 2 children


80%

76%

22%

18%

21%

77%

74%

26%

24%

20%

0% 20% 40% 60% 80% 100%

Relax in favorable climate

conditions

Meet new countries and

cultures

To remain with beautiful

pictures after the holidays

To relax away from the

Russians and the Russian life

Only abroad there is good

service



Thank you for your attention!

23, Bolshaya Novodmitrovksya, bldg.2Moscow, 127015

Phone number: +7 495 988 96 [email protected]

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Tourism Research of the behavior of visiting Russian tourists · PDF fileTourism Research of the behavior of ... Italy France Czech Republic ... Advertising in printed media Outdoor