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The European Tourist Perspective DERTOUR Mr. Kevin Keogh VP Marketing & Sales. Part one 1. Who is DERTOUR? 2. In which market do we operate? Part two 1. How do we operate? 2. Our Insights. 2. Tour Operators. Travel Agencies. Others. Package Tours mainly shorthaul.
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The European Tourist Perspective DERTOURMr. Kevin KeoghVP Marketing & Sales
Part one1. Who is DERTOUR?2. In which market do we operate?Part two1. How do we operate?2. Our Insights 2
Tour Operators Travel Agencies Others Package Toursmainly shorthaul Component Toursmainly longhaul Leisure Travel Business Travel Hotels Destination Management - New World Travel - USA/CAN - DER Viaggi - Italy - Go Caribic - Dom. Rep. - Mediterranean Travel Service E, P, GR, MA. TN, TR, BG - DER Asia Tours Thailand - DERTravel Service - Great Brit. Service agencies - REWE Touristik Destination Management - DER Ireland Ltd. - Tourcontact - Deutscher Reisering - Protours - RCE - Prima Urlaub Tourism Division of the REWE Group 3
Component and Longhaul Tour Operator by Products DERTOUR features individual components which can be combined as requested by the customer: Hotels - Car rental Apartments - Mobile homes (RV.) Round trips - Ferry tickets Cruises - Rail tickets Houseboat vacation - Event tickets Flights - Excursions 4
Part one1. Who is DERTOUR?2. In which market do we operate?Part two1. How do we operate?2. Our Insights 5
Development Tour Operator Market Turnover in bn.€ and Trips 7 +4,5% 0% +2% +5,5% +3,5% +1%
Structure of German Air Travel to Tourism Destinations 8 Source: Federal Statistical Office
Part two How do we operate? Some facts Co-operation with Tour Operators Development of the Activity product How to achieve growth in mature markets? (product, price, promotion, place)
Some facts Market leader for holiday trips into Ireland Ireland programme for more than 40 years Long term interest and investmentt in the positive development of Irish tourism Comprehensiveprogramme including: air transport, car rental, motor homes coach tours, car tours city/resort hotels, guesthouses, B&B‘s, self catering, castles, manor houses activity programmes (cycling, golfing, Hiking, multi-activity) inland boat cruising One, two and three day excursions Part Two – How do we operate? 10
Co-operation with German Tour Operators long term partnership – (reliability, efficiency) (no one night stands) accept tour operator conditions allocation commission brochure contribution fair play throughout the year (contracting, operations, sales promotions) well trained staff (in product management and reservation) partners must have a good understanding for our needs and market awareness for and quick reaction to market changes (trends, prices) Part Two – How do we operate? 11
Part Two – How do we operate? The Activity product: Basics • New Products: (combinations) first steps: create and develop a product in dialog, then promote it with the Tour Operator. • Type of Activities: – walking, cycling, riding: market niche (not too unique): • Customer Expectations: signposting for activities walking/cycling/riding trails (on streets) at international standards • Infrastructure: signposting for places of interest, panorama views on the coasts and other areas • Golf: very trendy but Tour Operator conditions not met (net rates, confirmed tee-times.) • Access: Airport connections not sufficient, i.e. transfer from/to Dublin often not provided by suppliers
Growth in mature markets? run faster deliver best value for money (in competing markets) stiff competition: pressure on rates and margins price related focus run differently create new products with focus on holiday/destination experience product related focus Part Two – How do we operate? 15
Run faster (price) value for money and competitive rates: at any time! for every distribution channel, i.e. also for tour operators in the perception of the prospective customer who compares offers carefully, constantly and globally! Adapt and React to changes quickly Part Two – How do we operate? 16
Run differently (product) good products offer full product range (Transfer) of the region to make it a complete holiday experience (Network) Huge potential for a wider customer base such as families maximum flexibility for experienced customers Product innovation/differentiation Put focus on destination as a whole, not on one (your) product alone innovative ideas that help to put together the intrastructure of a region, package it to a unique holiday experience that attracts a broad target group (Soft Adventure) and hopefully new customers, expanded Customer Base Part Two – Our insights 17
Run differently (product) Past examples of innovative ideas in international tourism cruising in Ireland Landrover Tours from Dublin to the North and West of Ireland (Vagabond Tours) special offers for specific target groups (kids free) added values in the region (destination vouchers) Icehotel in Sweden (Quad and other Tours) green fee cards for 5+ Golf Clubs together Ideas for Ireland and its Regions? package attractions of region (excursions, activities, culture, history) kids free offers destination vouchers commissionable green fee cards Include Transfers (also from Dublin) Part Two – Our Insights 18
Action points run differently (product) Clarify, what is it that makes your region (destination) special or unique? Try to create a package consisting of your product and the most popular tourism services offered in your region Look for and create new product innovations with regional partners Network and share Promotion and Sales opportunities, even with competitors Combination of sightseeing and activities, i.e. acitivities „soft“ + culture „soft“ + scenery Activities should not be too extraordinary (sml.target group) Part Two – Our Insights 19
Promotion brochure generates about 92% of total turnover competitive rates throughout the contracted period attractive brochure (high quality photographs - emotions, desire) genuine description marketing and tactical campaigns to create awareness for Ireland joint marketing campaigns – in contrast to direct marketing campaigns only -> use TOUR Operators as YOUR distribution channel in Germany knowledge of markets, local perception, potentials, requirements, target groups) awareness for and quick reaction to market changes (trends, prices) positive/important role of Failte Ireland lack of support of Irish suppliers for joint campaigns! Part Two – Our Insights 20
Dankeschön 21 DERTOUR knows Germany You know Ireland Let’s put the pieces together!