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Western Markets

Western Markets. Where were you in 2005?. For Australia – a new paradigm. Seasonality Changing consumer behaviour Online booking Length of stay Visitor nights Value Changing distribution partners Regional campaigns and investment. Americas & Europe – Time to change the paradigm?.

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Western Markets

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  1. Western Markets

  2. Where were you in 2005?

  3. For Australia – a new paradigm • Seasonality • Changing consumer behaviour • Online booking • Length of stay • Visitor nights • Value • Changing distribution partners • Regional campaigns and investment

  4. Americas & Europe – Time to change the paradigm?

  5. Arrivals USA Source: Statistics New Zealand – International Travel and Migration Survey

  6. Arrivals by Age Source: Statistics New Zealand – International Travel and Migration Survey

  7. TITLE SLIDE EXAMPLE 3

  8. Travel Weekly Consumer Trends • Review Sites • 55% who say they are influenced by review sites • 72% of those who use a travel agent are influenced by review sites (59% 2013) • Escorted Tours • 14% booked online (2% 2013) • 11% booked via travel agent (18% 2013) • Using a Travel Agent • Looking for expert advice

  9. Distribution Channel USA

  10. Virtuoso – a working example 1. New Zealand(+ 196%) 2. Chile (+ 103%) 3. Indonesia (+ 103%) 4. Hungary (+ 86%) 5. Hong Kong (+ 72%) 6. Croatia (+ 68%) 7. Australia (+ 58%) 8. Ecuador (+ 57%) 9. Greece (+ 57%) 10. Norway (+ 54%)

  11. Travel Sellers in Los Angeles (10 plus staff) 2004 • ATS • Austravel • AAT • Brendan Tours • Inta Aussie • Islands in the Sun • Newmans • Qantas Vacations • Sunbeam 2014 • Springboard Vacations • Stella

  12. What our partners want? • What do I need from New Zealand suppliers? • 1st marketing support • 2nd training • 3rdfamil support • Best way to source new product? • 1st TRENZ • 2nd supplier visits

  13. Training • If TNZ co-ordinating – who should come? • 1st established commissionable product • 2nd new product • Key areas we require training • 1st hidden gems & local knowledge • 2nd new product • What training works best • 1st in-house small groups • 2ndfamils • 3rd webinars

  14. Arrivals UK Source: Statistics New Zealand – International Travel and Migration Survey

  15. Canada and Australia: biggest competitors going into FY15… • Ten most preferred destinations by ACs (%, FY14) Canada 46% 37% 22% USA India 21% 16% Italy 27% 14% Thailand Caribbean Hawaii Egypt 21% Australia South Africa 45% 20% 6

  16. NZ Arrivals vs. Aus Arrivals Source: Australia Bureau of Statistics Statistics New Zealand

  17. Holiday Arrival Growth by Age YE Mar 14 High Volume Age Groups High Volume Age Groups Source: Australia Bureau of Statistics Statistics New Zealand

  18. Device type

  19. Arrivals Germany Source: Statistics New Zealand – International Travel and Migration Survey

  20. Arrivals by Age Source: Statistics New Zealand – International Travel and Migration Survey

  21. The calendar is crowded • Preferred partner only • Training blackouts • Selling multiple destinations • ATE, Indaba, Trenz, Bula • Specialist shows • PURE, ILTM • TRENZ alternate years • New destinations

  22. Working with Tourism Australia • WTM/ITB/ILTM • Product Workshop • Training Roadshows Issues • Agreed timings • Cost

  23. What our partners want? • What do I need from New Zealand suppliers? • 1st marketing support • 2ndfamil support • 3rd training • Best way to source new product? • 1st Product Manager famils • 2nd TNZ workshops • 3rdTrenz

  24. Training • If TNZ co-ordinating – who should come? • 1st established commissionable product • 2nd new product • Key areas we require training • 1st hidden gems & local knowledge • 2nd new product • 2nd regions • What training works best • 1st famils • 2nd in-house small groups

  25. European Issues • Consolidation • In the last ten years the number of travel agencies in Germany has dropped from 13,753 to 9,729 agencies. Revenue per agency has increased from 1.5 -2.3 million EUR (fvw magazine). • European Data Privacy laws • Growing competition • Especially Brand USA • Online growth

  26. Take outs – operators & IBOs • Stay close to the customer • Newzealand.com • Mobile optimised sites • Review sites • Re-examine your distribution strategy • Visit/work with your IBOs • Talk to your RTO • Talk to Tourism New Zealand

  27. Take outs - RTOs • Rethink your approach to the West • Act like an Australian state? • Work together IMAs • Small is better • Re-examine your distribution strategy • How you work with Tourism New Zealand or distribution sector

  28. NgaMihi Nui

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