knowing your market
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Knowing your Market
Geraldine EganIndustry Liaison Officer
Northern Ireland Industry Sales MasterclassJanuary 2017
Tourism Ireland World Routes Marketing Awards 2015
About Tourism Ireland
2
13OFFICES
22MARKETS
148PEOPLE
Tourism Ireland is responsible for marketing the island of Ireland overseas as a holiday and business tourism destination. We devise and deliver marketing programmes in 22 markets across the world, reaching an audience of up to 200 million potential visitors each year. Targeted marketing activity includes advertising online, on TV and outdoor sites, in cinemas and in newspapers and magazines, eMarketing, overseas publicity, co-operative marketing with carriers and other partners and promotions to the travel trade and consumers.
Study your markets:Tourism Ireland develops comprehensive, relevant and up-to-date research
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SURVEY OF TRAVELLERS
(ANNUAL)
SITUATIONOUTLOOKANALYSISREPORTS(MONTHLY)GLOBAL
TRAVEL INSIGHT SURVEY(ANNUAL)
Comprehensive
Relevant
Reliable
Available
Who is your customer?
• FIT – Individuals/ Couples travelling independently – e.g. SuperBreaks• Leisure Group – e.g. CIE Tours, Trafalgar• MICE – Meetings, Incentive, Conference & Events• Luxury – High end, high worth – chauffeur drive/helicopter
Industry Opportunities
• Tourism Ireland has a key role in helping tourism industry partners to make the sale
• 315+ NI tourism industry partners currently registered on website www.tourismireland.com/industryopportunities
• 185 + opportunities currently live for NI Industry to avail of
• Increasing engagement among industry
• Any questions, email industryopportunities@tourismireland.com
• Overseas trade and consumer promotions
• Digital opportunities, E-zines, social media posts
• Publicity
• Co-op campaigns
• Competition sponsorship
• Have you a story to tell?
• Experiential offer campaigns – free opportunity ireland.com
• Community.ireland.com
• www.irelandscontentpool.com
Potential opportunities
£290mEAV
Overseas Publicity
Promotions Overseas
250PLATFORMS
St Patrick’s Day£8mEAV
Partner campaigns £5m
PARTNER
INVESTMENT
NIICP – Northern Ireland Industry Co-operative Programme
• Integrated Campaign to include offers
• Up To 75% Funded
• Digital campaigns
• Sales calls
• B2B events/workshops
• Participation at fairs
Overseas Tourism to Northern Ireland Jan-Jun 2016
Source: NISRA
+2%+13%
+10%+4%
Great Britain
Mainland
Europe
Australia & Developing
Markets
North America
• Over 26 million passengers were handled by the nine airports on the Island of Ireland during 2014. Dublin Airport, with 82% of the passengers, experienced the largest throughput. In Northern Ireland, almost 7 million passengers were handled by the three airports with Belfast International Airport accounting for over half (58%) of these passengers.
• Air travel represented over 90% of the total airport/seaport passengers in Ireland and almost 80% in Northern Ireland, demonstrating the greater importance of sea ferry travel to Northern Ireland. Over 2.75 million passengers passed through Ireland’s seaports in 2014 while in Northern Ireland, the throughput was almost 2.1 million passengers.
Access
Great Britain
• The British market remains the most important market for the Island of Ireland, with more than 4.4m visitors in 2015
• Almost 1.3m of those visited Northern Ireland - an increase of 10% on 2014 visitor numbers to NI
• British visitors to Northern Ireland in 2015 spent in excess of £320m. 7% more than in 2014, and accounting for 57% of total visitor spending
• British visitors are more likely to visit in the off‐peak than those from any other market
• 60% VFR, 20% Holiday, 18% Business (2014)
• 19% Hotels, 7% Rented, 5% B&B (2014)
Culturally Curious
49% are aged <35 and 55+
Exploration and Learning
51% are aged 35 –54
Soaking up the culture in local
towns, villages and historical sites
Authenticity Meet the Locals Soft Activities Off the beaten track
Peace and quiet, no party
Coast
Midrange hotel, self-catering
accommodation or a B&B
Great Escapers
40% <35
Time Out 43% are 35 – 54
Soaking up the culture in local
towns, villages and historical sites
History ‘light’Bond with their other half – less with the locals
Soft Activity
Living historical stories (typical landmarks in
Ireland)
Peace and quiet Coast
Midrange and 4 star hotels, B&Bs, self-catering with access to beautiful
scenery
Social Energisers
42% <34
More Adventurous
43% are 35 – 54
Meet the Locals
Uniqueness New
atmosphere Not passive, more active Trad Pubs
No peace and quiet
Coast Nature
North America
• The North American market accounts for 15% of total visitors to the Island of Ireland, and for 26% of total tourism revenue
• 198k+ visited Northern Ireland between Jan and Sep 2016 - an increase of 13% on 2015 visitor numbers for the same time period
• North American visitors tend to stay longer and spend more than those from other markets
• 68% of North American visitors are holidaymakers
• High users of paid premium accommodation and visitor services
North America: 2016 on track for 4th Record Year
Tourism Ireland | Marketing Plans 2017 23
Jan-June 2016
+4%Source: NISRA
US Outbound to
Europe +6.8%Source: US Dept. of Commerce
Geographical Breakdown of US Visitors - USA
Tourism Ireland | Marketing Plans 2017 24
MIDWEST
19%
WEST
22%
NEW ENGLAND
8%
SOUTH
25%
MID ATLANTIC
26%
Sources: Failte Ireland Survey of Travellers (SOT)
TNI / NISRA Northern Ireland Passenger Survey (NIPS)
A reminder of who we are targeting
Tourism Ireland | Marketing Plans 2017 25
Investment
ratio: 75%
Investmen
t ratio:
25%
Performance 2016 (DE & FR)
+6%Visitors est.
530K +30K2016 est. V’s 2015
* CSO stats Jan – Sept. 2016
+4.5% est
660K+28K
124K visitors to NI in 2015
Germany • 66% of German visitors travel between May and September
• 55% of Germans will book their trip within the first 3 months of the year, or have already done so
• Germans get app. 30 days annual leave, so holidays are key to them
• 100m+ external trips from Germany annually
France
• 64% of French visitors travel between April and August
• 48% of French visitors will book their trip in the first 3 months of the year, or have already done so
• 36% of French visitors are repeat visitors – they’ve been to the island of Ireland before
• French visitors tend to stay for 7.2 days on average
#43.7m+ Fans
Avg. 200 Friends
Reach of 740m+
#4370,000
Followers
#3+28m
Views
Grow Social Media Reach
B2B Opportunities • US Jump Into Ireland (JITI) Events
– Feb 27th – Mar 3rd: Washington D.C., Atlanta, Boca Raton
– Apr 10 – 14th: Chicago, Boston, Austin
– Nov 13 – 17th: San Diego, San Francisco, Houston
• US Global Travel Market (GTM) Events– May 18 – 20th: West Henderson, Nevada
– Jul 9 – 11th: Hollywood, Florida
• Germany – Oct 3rd – 5th: Trade Workshop in Frankfurt – Offenbach
• France: IFTM
• GB: Explore GB, BMW PGA Championship, BTTS (British Tourism and Travel Show), GTM,
World Travel Market (WTM)
Next Steps
• Check your entry on www.discovernorthernireland.com/ Ireland.com
• Register on the Industry Opportunities website
• www.tourismireland.com/industryopportyunities
• Send us your experiential offers for Ireland.com
• Send us your quirky stories to share around the world
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