TurespañaOET Berlín Manuel Butler 1 Der Spanische Tourismus im Online-Markt Manuel Butler Halter Direktor Spanisches Fremdenverkehrsamt Teneriffa, den

Turespaña OET Berlín Manuel Butler

1Der Spanische Tourismus im Online-Markt

Manuel Butler HalterDirektor Spanisches Fremdenverkehrsamt

Teneriffa, den 8. April 2011

Turespaña OET Berlín

German on line travel market.2

On line in Germany: main data. 1

Online ad campaign “I Need Spain”3

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Highlights By Country

Turkey has highest % of mobile internet users: 21%

Highest online penetration in Norway: 86%Netherlands: 84% Denmark: 84% Switzerland: 84%

Italy show highest growth from 2008: Up 15%UK: 14% Spain: 10% Norway: 9%

Germany has highest internet population: 43.8mRussia: 42.4m France: 36.2mUK: 37.3m

UK: 20% Sweden: 20% Switzerland: 18%

Source: European Interactive Advertising Association (EIAA) . It was formed in 2001 to act as a common, pan-European voice for the interactive advertising industry.


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Germany – The facts

43.8m online (62%)2% since 2008Europe: 54% / index: +15%

28.1m have broadband (39%)Europe: 45%

15.9m are wireless (22%)36% from 2008Europe: 23%

5.0m access via mobile (7%)Europe: 14%

*Average time spent online per week: 10.7 hrs(Europe: 12.1hrs)

*Proportion online on desktop computer every day: 51%(Europe: 53%)

http://images.google.co.uk/imgres?imgurl=http://www.infc.ulst.ac.uk/informatics/cspt/EUflag.jpg&imgrefurl=http://www.infc.ulst.ac.uk/informatics/cspt/&h=816&w=1200&sz=160&hl=en&start=1&tbnid=1vX8Nnt83qiMFM:&tbnh=102&tbnw=150&prev=/images?q=eu+flag&svnum=10&hl=en&lr=





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People in Germany are online more…

10m are heavy internet users

35% among 16-24s

36% among 25-34s

21% among 35-44s

73% online 5+ days a week

23% of all German internet users

Keeping in touch

Holidays / travel

Manage money

Health information

Better product

/service choice

Local gov’t information

Environmental issues

Follow favourite brand

Manage life changes

63% 43% 37%

35% 34% 27%

27% 19% 13%

And how are they more empowered…

Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet? Base: All Europe (15) internet users:7162, Q4. In a typical seven day week, on how many days do you use the internet? Base: All Europe 915) internet users:7162, Q20c. Which of the following do you do you feel you have been able to do more of as a result of using the internet Base: All Europe (15) internet users 13,333.


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The youth are driving use of Internet on Mobiles

6.6hrs average time spent per week by 25-34s

39% of 25-34s online 7 days per week

Q1a/2a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you.. Use the internet via a mobile phone or PDA device ? Base: All Europe (15) 25-34:2115, Q4. In a typical seven day week, on how many days do you use the internet via a mobile phone or PDA device?Base: All Europe (15) Mobile Internet users: 25-34s:441,Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet?Base: All Europe (15) Mobile Internet users 25-34s:441,

Germany 9.0hrs

Germany 31%


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Key thoughts…

Wireless broadband users on up resulting in greater mobility for internet users

People are accessing the internet on their mobiles, for an average of 1 hour every day

Rise in laptop ownership is driving media convergence with more and more people using internet whilst watching TV

Internet continues to be a popular source for entertainment and leisure





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Bookings on Internet


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Country Offline Online

Spain 35,5 36,3

Turkey 18,3 25,2

Greece 7,8 8,4

United States 3,1 0,3

Bulgaria 2,5 2,5

Dom. Republic 1,9 2,4

Sales Euro % of destinations, bookings until week 8/2011*

*including flightSource: GfK

Country shares offline vs online


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Country Men only

Women only

Couples Families

Spain 45,7 40,7 36,4 33,8

Turkey 16,3 23,9 21,1 34,1

Greece 3,3 6,6 8,8 9,6

Bulgaria 3,9 2,3 1,4 3,2

Dom. Republic

3,2 1,6 3,1 1,1

Sales Euro % of destinations per target group, bookings until week 8/2011*

*all bookings including flightSource: GfK

Country shares by family size


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Our target in Germany: LOHAS





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> Strategischer Marketingplan

> Strategie Online Kampagne: Was wollen wir erreichen? Beteiligung

> Es gibt einen neuen Typ des Reisenden, dessen Entscheidungen in erster Linie auf der Kenntnis der von anderen gemachten Erfahrungen beruhen.


Externe links Social Media links

Innere such

Video Carrousel

> Brand Channel Youtube


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> Beteiligung: Social Media Channels

> Verwicklung der Spanischen Fremdenverkehrsämter im Management der Medien.


> Ideale Reisebegleiter- Great Cities App

für Apple und Android

Tast

e Spa

in

> App für Ipad


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> On-line Kampagne Brand-Ambassadors

Weltberühmte Spanier + Unbekannte E-ambassadors

+


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> Strategischer Marketingplan> I Need Spain Webseite


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> Strategischer Marketingplan> Ineedspain.com: Wikimagazin


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GEO.de und TURESPAÑA präsentieren ein gemeinsames eBooklet mit dem Titel „Spanien für Entdecker“

eBooklet umfasst das Gewinnspiel „Spanien für Entdecker“ mit attraktiven Preisen (Spanien-Reisen)

Animation: Schatzsuche-Tool mit aufwändiger interaktiver Oberfläche (Karte: Festland Spanien mit Inseln)

die User „lernen“ interessante Fakten über die Kulturgeschichte Spaniens und beschäftigen sich mit touristischen Highlights des Landes

eBooklet „Spanien für Entdecker“ – mit Schatzsuche-Tool

Spanien für

Entdecker


¡¡GRACIAS!!

Documents

TurespañaOET Berlín Manuel Butler 1 Der Spanische Tourismus im Online-Markt Manuel Butler Halter Direktor Spanisches Fremdenverkehrsamt Teneriffa, den