RVC 2013, Market Updates: Brazil, Mexico, India, Japan, South Korea
-
Upload
canadian-tourism-commission-commission-canadienne-du-tourisme -
Category
Travel
-
view
627 -
download
0
description
Transcript of RVC 2013, Market Updates: Brazil, Mexico, India, Japan, South Korea
Market UpdatesBrazil, Mexico, India, Japan, S.Korea Siobhan Chretien, Regional Managing Director
UPDATE ON BRAZIL Sheila Nassar, Account Director - Brazil GSA
Steady Growth & High Spend
TRAVELLER CHARACTERISTICS
CHALLENGES
Low destination awareness Lack of seasonal and direct air capacity Visa Process Fierce competition Total outbound travel growing faster than
Canada’s share
MARKET OPPORTUNITIES
Travel Trade keen to sell Canada Strong brand perceptions and travel intentions Increased air access all year Online visa process Strong media exposure Dynamic growth in social media use #1 for students
TOP PRIORITIES 20131. Key Account Marketing
2. Signature Experiences Collection promotion
3. Trade and media integration
4. Consumer campaigns with media diversification
5. Canada Specialist Program
6. Student Market
7. B2B marketplaces
2013 MULTI-CHANNEL APPROACH
Trad
e Coop MarketingTraining nationwideCSP developmentFAM TripsTrade fairsPOS materialNew product development (SEC)Showcase Brazil
Med
ia Fam Trips lifestyle Fam trips trade mediaReleases all yearPitch stories
Cons
umer Social Media channels
Consumer marketing campaign on print, digital mediaNew website
WHO IS ATTENDING RENDEZ-VOUS?
Brazilian Tour Operators Association
members (Braztoa)
Non-Braztoa members
Trade Media
THINGS TO KEEP IN MIND ABOUT BUYERS
Time-stressed
Responsible for more than 5 countries
Need certainty and flexibility
Clear and direct communication a must
BUSINESS TIPS
Keep your Receptive in the loop
Provide relevant sales benefits
Show your strengths compared to Canada’s
international competitors
Show how selling your experience will make their
business more profitable
Make it Win-Win
BUILD THE RELATIONSHIP
Start with key accounts that fit your business
Focus on good communication
Provide relevant information in Portuguese
Approach RTOs with special deals for your key
accounts
Stay committed
Thank you!
Merci beaucoup!
Obrigado!
UPDATE ON MEXICOJorge Morfin, Managing Director - Mexico
THE STORY OF A RESILIENT MARKET
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
140 148 161132
169 179202
230257
161
116 125142
160/e
Total Overnight (,000s)
Overnight revenue from the Mexican market was up nearly 13% in 2011 to $177.3 million
Average spend per person: $1,424
MARKET OPPORTUNITIES Build confidence in travel agencies to support sales
Continue developing joint strategies between the provinces and the CTC to keep our leading position on the market
Support wholesalers and airlines’ activities
Become more creative in positioning the destination among potential travelers
MARKET OPPORTUNITIES
Continue working with the Canadian Embassy to facilitate the acquisition of visas
Reinforce strategies in social networks that will contribute to a positive communication of the destination
Maintain the privileged position among the media
TOP TEN PRIORITIES
Partnerable consumer campaigns
Industry and corporate
communications plan
Young Adult/Student development
Airline and Tour Operators Co-ops
Canadian Signature Experiences B2B Marketplaces Canada Specialist
Program Canada Receptives
and Tour Operators
Celebrity/Influencer and broadcast MR Embassy relations
HOW TO DO BUSINESS IN MEXICO
SEC
Consumer
RTO
Wholesaler Consumer
Retailer Consumer
OTA Consumer
HOW TO DO BUSINESS DURING RVC Start building relations with RTOs Understand your business case Local operators place high value on
personal relations Materials translated in Spanish are preferred
UPDATE ON INDIATina Singh, Account Director – India GSA
FIRST THINGS FIRST
Canada enjoyed a record
132,000 overnight Indian arrivals in 2011
CTC has forecast arrivals growth of 5% in
2012 and 2013
2011 revenue: $139 Million (10% growth)
SOME FACTS
Source: India Market Profile, CTC. 2013
WHEN DO THEY VISIT?
THE INDIAN TRAVELLER TO CANADA
Educated Affluent with desire to travel Age: 35-55+ Seasoned travellers English speaking Want extraordinary experiences Experiential & soft adventure products are appealing Love to shop
THE INDIAN MARKET Ranked in top five for % growth potential for outbound travel
(10-15%)
Growing and affluent middle class has a desire to travel, especially to new destinations like Canada
Average stay per trip: 23 nights
Experienced, sophisticated travellers with history of long-haul travel
UNWTO: estimates 50 million outbound tourists by 2020
THE INDIAN MARKET
A high-end niche market seeking luxury travel (up to 3 weeks) . A popular itinerary: cruising plus Rockies using Fairmont Hotels.
Metropolitans: Mumbai & Delhi have been main traffic producers but much growth is seen from Tier II cities and CTC is expanding its sales network to reach them
BUSINESS THROUGH TRADE
It is important for
Receptives to be in touch
with Indian travel partners
Why? 80% of the Indian market
purchase tickets for international
travel through a Travel Agent
DRIVERS OF DESTINATION CHOICE
Weather Advocacy / Word of Mouth Experience / New product Opulence: Luxury / Lifestyle Shopping Visiting Friends & Relatives Scenic Beauty Entertainment / Children friendly (Family destination)
A GLIMPSE OF 2012
MARKET BARRIERS Competition / Big Spends Long-haul destination Air Access / Rising airfares Strict Visa Perception Brand USA Rising Dollar Prices (25%)
WHY INVEST IN THE INDIA MARKET
Continued annual growth driving the economy Growing middle-class Potential long-haul outbound travel robust High-end niche market seeking luxury travel Canada arrivals growing FIT / GIT strong Strong VFR Deep trade ties
1. Develop and increase number of key accounts
2. Launch SEC: Oct 2013
3. Deliver trade education and marketplaces in Tier I & II cities
4. Develop co-op programs with tour operators and Canada
Specialist training with top-performing agents
5. Expand Visa Preferred Agent Program
MOVING FORWARD: 2013 PRIORITIES
MOVING FORWARD: 2013 PRIORITIES
6. Further develop media relations to include a
stronger tour operator call to action
7. Road shows / B2B marketplaces
8. Leverage dual nation (US) itineraries to overcome
direct air access barrier in the short-term
HOW TO DO BUSINESS WITH IN BUYERS AT RVC Build relations with trade partners Ask about their issues and hear them out Massage their ego’s, Indians love it! Go the “extra-mile” Business could change hands for $5 per
head
BEYOND RVC Stay committed and be flexible
Maintain a consistent presence
Prepare a range of itineraries
Merci, Thank you.
Update on JapanMaureen Riley, Managing Director - Japan
JAPAN BY THE NUMBERS
2005 2006 2007 2008 2009 2010 2011 20120
100,000
200,000
300,000
400,000
500,000
Lehman Shock
3/11
ARRIVALS IN COMPETITOR DESTINATIONS 2006-2011
MARKET OPPORTUNITIESTour operator partnerships / Team Canada Increased interest in FIT options Increased travel with younger demographic Air accessStrong Media Exposure Creative in positioning of CanadaDynamic growth in social media use
INTEGRATED MARKETING ACTIVITIES
Trade
MediaTrade
Campaign
• Multi-tiered, fully integrated media visits
• Social Media
• Co-op marketing • Trade Campaigns• New product and market
development• Enhanced airline partnerships• Tour operator education
• Multi-tiered, fully integrated trade campaign
MAXIMIZING RVC ROI
Focus on:
What does this buyer need? How can I fulfill that need? What makes me unique? Who is this buyer’s RTO? Follow up!!!
Thank you!
Merci beaucoup!
ありがとうございました !
SOUTH KOREA UPDATE Don Byun, Managing Director - S. Korea
VALUE AND POTENTIAL OF THE MARKET
Strong outbound travel market in Korea
2007 2011 2012
Outlook of Koreans to Canada
• Strong leisure driven market• Average spend per person per trip is
$1,593 (ranks 3rd after Australia and Brazil among CTC’s Int’l Markets)
• 1.2 M Korean travelers seriously consider holidays in Canada in next 2 years
Source : CTC’s Annual Report 2011 & GTW 2012
13.3M
13.7MNew Record
VISITORS TO CANADA FROM KOREA
2004 2005 2006 2007 2008 2009 2010 2011 2012 -
50,000
100,000
150,000
200,000
250,000
ARRIVALS IN COMPETITOR DESTINATIONSEurope: Not available
USA Australia Canada New Zealand -
200,000
400,000
600,000
800,000
1,000,000
1,200,000
2006200720082009201020112012
US VISA WaiverNOV 2008
KEY TRENDS FOR OUTBOUND TRAVEL IN 2013
• Outbound volume continues to grow but mainly to short-hauls with LCC • Huge growth of Low Cost Carriers going overseas (95.6% increase over 2011) • Continuing growth of Foreign Independent Travellers with increasing number of
experienced travellers and less language barriers• Online travel agents where travellers can individually arrange flight, hotel,
transportation and attractions are booming • Fierce competition among destinations• Influencers : TV, Internet & blog(words of mouth), Product Placement and trendy
travel/life guidebooks
TOP 3 TIPS TO BOOST BUSINESS
• Koreans value personal relationships - Persistent visits help• Best Timing for Sales call - Spring(March-April) or Fall(October-
November)Relationship
• Learn local business practice• Be flexible with market• Korean translator will bring more effective communication
Understand
• No invest, no earn: No the attitude to see the results first• At least prepare ‘product information, promotional idea, special
discounted rates’ for the business meetings• Develop Korean marketing materials
Invest
INTEGRATED MARKETING ACTIVITIES
Trip to CanadaWinter
FallSummerSpring
Trade
MediaSocial Media
Consumer• Korean information
(website, brochures)• Online Campaign• Travel Exhibition• E-newsletter
• Star Blogger Program• Facebook(43K fans)• Twitter• Youtube
• Canada Specialist Program• Trade Co-op promotion• Airline Campaign• Market Place• Sales Call
• Media Visits (TV & Print)• Media Co-op Promotion• Celebrity Program• Media events• Press Release
INTEGRATED MARKETING ACTIVITIES
CANADAOnline
campaignBloggers
FacebookPR Activity
SHOW TIME: 3 MIN VIDEO
Sample of CTC Korea’s integrated
market approach