caribbean tourism organisation - uk · mini breaks • the hunt for last minute cut price deals has...

CARIBBEAN TOURISM CARIBBEAN TOURISM ORGANISATION ORGANISATION -- UKUK

2009 Update and 2010 Workplan

Presented by Carol HayDirector of Marketing UK & Europe

October 2009

MARKET UPDATE 2009MARKET UPDATE 2009• Every economy in the G7 is expected to

show positive growth at the end of 2009 except the UK

• Unemployment is currently at 2.5m in the UK, the highest level in 14 years

• Over the Euro-zone unemployment has risen to its highest for a decade at 9.5%

TRAVEL INDUSTRY UPDATETRAVEL INDUSTRY UPDATE

• Second wave of the H1N1 swine flu pandemic expected at start of flu season

• Climate change issues dominate –particularly 3rd runaway at Heathrow

• Air Passenger Duty (APD) first increases November 2009

• Airline fees – baggage; pre-seating

IMPACT ON CONSUMERSIMPACT ON CONSUMERS

• Example family of four travelling to the Caribbean

CTO UK CHAPTERCTO UK CHAPTER

• Main strategy for promoting the Caribbean Brand

• Membership currently stands at 96• Airlines• NTO’s• Tour Operators

MEET THE MEDIAMEET THE MEDIA

SUMMER BALLSUMMER BALL

CTO GOLF DAYCTO GOLF DAY

CARIBBEAN MONTHCARIBBEAN MONTH• September is traditionally celebrated as

Caribbean Month – with a series of planned activities

• Members Networking event sponsored by Virgin Atlantic

• Scottish Wedding Show• Interactive Training Evening• Agent of the Week Promotion

UK CHAPTER MEMBERS UK CHAPTER MEMBERS NETWORKING EVENTNETWORKING EVENT

SCOTTISH WEDDING SHOWSCOTTISH WEDDING SHOW

LONDON WEDDING SHOWLONDON WEDDING SHOW

INTERACTIVE TRAINING INTERACTIVE TRAINING EVENINGEVENING

AGENT OF THE WEEKAGENT OF THE WEEK

CTO PUBLICATIONSCTO PUBLICATIONS

• Guide to the Caribbean• Caribbean Wedding and Honeymoon Guide• Caribbean Travel Fax• Dive Guide• What’s On in the Caribbean

GUIDE TO THE CARIBBEANGUIDE TO THE CARIBBEAN

WEDDING AND WEDDING AND HONEYMOON GUIDEHONEYMOON GUIDE

MARKETING ACTIVITIESMARKETING ACTIVITIES• National Wedding Show• Media Workshop Holland• Presentation to Trade and Media at TTG

trade show in Italy• Food Rum and Rhythm• European Marketing Forum• Guild of British Travel Writers Awards

Ceremony (Sponsor)

FOOD RUM & RHYTHMFOOD RUM & RHYTHM

MARKETING ACTIVITIESMARKETING ACTIVITIES• Caribbean village at World Travel Market• Meet and Reward the Media• UNWTO Ministers Summit at WTM• Caribbean Street Party• Commissioners / Directors of Tourism Marketing

update (CTO Europe)• Travel Agents Training Day• UK Chapter Christmas Event• International Luxury Travel Market (ILTM) France

CORPORATE ACTIVITIESCORPORATE ACTIVITIES

• APD Lobbying• Caribbean Council• Association of British Travel Agents (ABTA)• World Travel and Tourism Council (WTTC)• World Tourism Organisation (WTO)• World Travel Market Advisory Council• GFK Ascent (Market Research)

2010 MARKETING 2010 MARKETING OBJECTIVESOBJECTIVES

• Leverage CTO funds to drive cost effectiveness and increase ROI across all marketing expenditure.

• Partner with the UK chapter to position the Caribbean brand as a leading destination brand across Europe.

• Establish strong corporate partnerships to strengthen the CTO brand and its ranking among similar industry organisations.

CHALLENGES 2010CHALLENGES 2010• Increased taxation• Increased cost of travel - airline charges• Stronger lobbying from climate change

activists.• Increased competition from the Maldives

(change in legislation to allow overseas visitors to marry on-island).

• Limited advertising / promotional funds to compete with far east / Indian ocean.

• Growing trend towards ‘staycation’.

TRENDS TO WATCH FOR 2010TRENDS TO WATCH FOR 2010

• Luxury Travel Market• Mini Breaks• Cruise Industry• Packages and All-inclusives

LUXURY TRAVELLUXURY TRAVEL

• ABTA lists the Caribbean as one of the top 10 luxury destinations in the World.

• UK spending on luxury is estimated to be £6.2bn annually; and this will continue to rise.

• Due to the current economic climate consumers are now use to paying 3 and 4 star prices for five star deals.

• Simply put, consumers now want ‘the best for less!’

MINI BREAKSMINI BREAKS• The hunt for last minute cut price deals has

created a nation of spontaneous mini breakers.

• The majority of mini breaks are booked at short notice over the internet.

• Top mini break destinations are Spain, the US, France and Greece.

• Beach breaks remain at the top of the list!

CRUISE INDUSTRYCRUISE INDUSTRY• Approximately 1.5m UK travellers took a

cruise in 2008, these figures are expected to hold for 2009 and increase for 2010.

• The cruise industry is benefiting from major investments including the launch of new vessels(Royal Caribbean, P & O, NCL).

• Refurbishments, upgrades and celebrity theme cruises, which are also expected to draw a number of first time cruisers.

PACKAGES AND PACKAGES AND ALLALL--INCLUSIVESINCLUSIVES

• 2010 is expected to see a rise for packaged holidays and all-inclusives.

• Consumers believe that this option provides extra security.

• The growth in packages and all-inclusives can be attributed to consumers seeking deals.

2010 WORK PLAN2010 WORK PLAN• CTO UK Chapter

– On-going membership drive– Tour operator visits (north and south of England)– Capacity building for trade – Launch of

Caribbean TravelFax– Development of on-line training programme– Travel agents road shows– Social networking – Face Book, Twitter– Online campaign – SEO, banners, special offers

2010 WORK PLAN2010 WORK PLAN• Consumer Shows (partners, brochure bank, special offers)

– Holiday & Travel Show Manchester– Holiday World Dublin

• Trade Shows– Unite Caribbean– WTM 2010

• Specialist Shows– Scottish Wedding Show– Cruise Show

SHARED STAND SPACESHARED STAND SPACE

GERMANYGERMANY• Re-establishment of German Chapter• On-line campaign (special offers, banners, Face Book)

• Karibik Magazine• CMT Stuttgart• ITB Berlin• CTO Media Awards• CTO Media Roadshow

HOLLANDHOLLAND

• Membership drive• Media workshops• Media Awards• On-line campaign (Traffic 4 U – SEO, Banner campaign)

• Vakantiebeurs• Salsa Review

FRANCEFRANCE• On-line campaign (SEO, banner, special offers)

• Caribbean Supplement – Tour Hebdo (new initiative)

• Trade and Media Roadshow (Paris)

• Media Awards (new initiative)

• Top Resa• International Luxury Travel Market (ILTM)• Dive Show (new initiative)

ITALYITALY

• Trade and Media Roadshow (Rome)

• BIT Milan• TTG Incontri – Rimini• Media Awards• Networking with Tour Operators / Airlines• E news updates

SPAINSPAIN

• FITUR• CTO Trade & Media Roadshow (Madrid)

• Media Awards (new initiative)

• E- Learning Programme (new initiative)

• Caribbean Photographic Exhibition (new)

• On-line campaign

ACROSS EUROPE ACROSS EUROPE

• Scandinavia– CTO Trade and Media Roadshow (Norway)

– TUR Sweden• Russia

– CTO Trade and Media Workshop• Belgium

– CTO Trade and Media Roadshow (Brussels)

CTO CORPORATE BRANDCTO CORPORATE BRAND• Lobby against APD• Reception at House of Lords• Reception at House of Commons• Meeting with All Party Parliamentary Group• Annual Caribbean Tourism Summit ACTS

Europe - Brussels • Alliances – Caribbean Council, ABTA,

Caribsave, WTO, WTTC

CRITICAL SUCCESS FACTORSCRITICAL SUCCESS FACTORS

• Support from CTO members and chapters• Timely receipt of funds• Timely confirmation of participation• Support in key markets• Skilled and trained workforce

Thank you!

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