UK/EUROPE - Destination NSW
UK/EUROPE - Destination NSW
UK/EUROPE - Destination NSW
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VVÄLKOMNAVELKOMMENWELCOMEBIENVENUEWILLKOMMEN<strong>UK</strong>/<strong>EUROPE</strong>Kate Young – Regional DirectorBENVENUTOWELKOMBIENVENUE
Topics for discussion- <strong>UK</strong>/Europe Market Snapshot- <strong>UK</strong>/Ireland Market snapshot- 07/08 Activity Highlights- Europe Market snapshot- 07/08 Activity Highlights- Plans 08/09- Opportunities 08/09
<strong>UK</strong>/<strong>EUROPE</strong> - 29% of all international arrivalsto <strong>NSW</strong> Y/E 30 Dec 07
<strong>UK</strong>/Europe• <strong>UK</strong>/Europe combined is the largest source market ofinternational visitors to <strong>NSW</strong>, accounting for nearly821,000 visitors for the year ending December 2007• $1.5 billion in total tourism expenditure (excludingpackage expenditure)
Regional Dispersal<strong>UK</strong> and Europe have strong regionaldispersal outperforming many otherinternational markets.YE Dec 07
United Kingdom and Ireland
Challenges in <strong>UK</strong>
Recession for the <strong>UK</strong>?
Demand Factors-Exchange Rates
The <strong>UK</strong> Aviation Environment100,000PAXEmpty SeatsLookingBackMonthly Data80,00060,00040,00020,0000Jan-05 Jul-05 Jan-06 Jul-06 Jan-07 Jul-07•Fuel surcharge increased by approx £100LookingForward•Etihad increasing flights to Sydney to 11 per weekfrom October 08•Emirates – A380 to Sydney from early 2009
COMPETITOR DESTINATIONS• The weakening of US dollar has seen an increase inoutbound market to USA from <strong>UK</strong> and across Europe• Operators are taking the opportunity to capture this market –Travelmood launching a USA program earlier this year• Countries contracted in US dollars have also become moredesirable e.g. South America, South Africa, Thailand
<strong>UK</strong> Market Snapshot
<strong>UK</strong> - Market Indicators – YE Dec 2007• One in every 88 <strong>UK</strong> residents visit Australia every year• Australia’s most important international market in terms ofEconomic Value• On average <strong>UK</strong> visitors spend AUD$5,875 on their trip toAustralia• On average, British visitors spend 33 nights in Australia
<strong>UK</strong> Visitors <strong>NSW</strong>- YE Dec 07• Largest source market for international visitors to <strong>NSW</strong>!• 407,000 Visitors YE Dec 07, 14.3% of all International visitors• 2 nd largest source market for international visitor nights• Average length of stay in <strong>NSW</strong> 17.6• <strong>UK</strong> overnight visitors spent $687 million in <strong>NSW</strong>• Average spend per person $1690• <strong>NSW</strong> received 63.2% of visitors and 33.5% of nights by <strong>UK</strong>travellers
Consolidation of distributionnetwork
TUI TravelThomas Cook Group
The ‘90sJetsetQantas HolidaysTravelmoodAustravelTravelbagBridge the WorldGold MedalTrailfindersTravel 2FlightbookersTailormadeSTAWexasQuestKuoni<strong>UK</strong>- A new distribution system2008 – as at 01 AprilTUI TravelAustravel/Thomson/The Adventure Company/Trips WorldwideAustralia/FlexiTravel/OzXposure/ Exodus/ SunsailStella Travel ServicesTravel 2/Harvey World Travel/ATS Pacific/Travelbag/ Global TravelTravelportebookers/Octopus/GTATitanTailormade Travel/Titan HiTours/ConnectionsThomas Cook GroupTradewinds/Thomas Cook/Cresta/Going Places/MyTravel/ Thomas Cook Signature/Latitude/Elegant ResortsTritonWorld Choice/Global/AdvantageQantas Holidays STATrailfindersBath TravelGold Medal Flight CentreTravelmood Travel CounsellorsVirgin Holidays KuoniFreedom Australia The Lotus GrouponlineAustralia Travel MarketIsango!Addicted to TravelresponsibleHands up HolidaysResponsible TravelluxuryTim Best TravelScott DunnBailey RobinsonBridge and WickersTurquoiseBalesCox and Kings
Changes in <strong>UK</strong> Distribution• Gold Medal rebranded direct sell brand Airline Network tonetflights.co.uk, and launched luxury brand Pure Luxury• Flight Centre increasing retail network, shop opening next doorto Trailfinders, plans to launch a luxury brochure in 08/09• Cox and Kings launch Australia Brochure in Sept 2008, AaronJennings has been appointed Product Manager Aust/NZ andwill be attending ATE• Andrew Chapman joins Bridge and Wickers• Kuoni, new MD and restructure – changes anticipated• Luxury operator Bales Worldwide launched Australia brochure
IRELAND• 63,200 visitors to Australia YE Dec 07 up 11% on 06• <strong>NSW</strong> receives 73% of visitors and 36.6% of visitor nights• 46,100 visitors to <strong>NSW</strong>, up 9.3% on 06• Average spend per person in <strong>NSW</strong> $2,244• Trailfinders and Austravel both opened offices in Cork• Increase in Etihad flights will boost capacity
07/08 Activity Highlights
Summer in Sydney/Sydney Festival-Total campaign budget including partner funds$800,000, Timing – Sept-Jan-Partners: Austravel, Times media, Avis, CathayPacific, Mirvac and Sydney FestivalCampaign Elements:• Advertising, Sydney Festival/Summer inSydney Handbook (330,000), Times Online activity•Austravel Live trade training and consumer shows inLondon and Manchester•Advertorial Endeavour Magazine – 60,000 circ.•Austravel/LBC Radio Promotion•Results: Over 4,000 bookings (Nov-Dec)•Ave spend per pax £1600
AUSTRAVEL/LBC RADIO PROMOTION• Live broadcast from Sydney during the Sydney Festival21st – 25th Jan 08• LBC has a total reach of 642,000 listeners• Competition to win holiday to Sydney - 1600 entries• Coverage received over the week of the promotion valued inexcess of AUD$103,000.
Trailfinders – Two Weeks In SydneyAutumn edition of Trailfinder circulation of 1.2 million•e-newsletter 140,000•Travel offers on www.trailfinders.co.uk, 90,000 weekly visitors•Partners: AAT Kings, Captain Cook Cruises, Quality Hotel Cambridge,BridgeClimb, Hunter Resort, Stella Group, Mirvac, Eaglereach Wilderness resortand Hunter Regional Tourism
Tailormade – New South Wales a La Carte•Direct Mail to TM databaseof 10,000, racked in stores•Winner of Ozcar for best Australia campaign targeting a luxury audience•Display advertising in glossymagazines•Online advertisingtelegraph.co.uk andtimesonline.co.ukPartners: Orient Express Hotels and Tower Lodge, Australian Luxury Escapes,Sydney Harbour Foreshore Authority, Illawarra Tourism (Grand Pacific Drive),Mirvac Hotels
Travel 2 - Travel 2 – Spicy, Natural, Style/Hong Kong,Sydney, Cairns Campaign12 page A5 brochure - 70,000 copies distributed via Harvey World Travel’s affinity programme-5,000 racked in Harvey World Travel StoresPartners: Cathay Pacific, Shangri-La Hotels and Resorts, Hong Kong Tourism Board, TTNQHarvey World Travel and Travel 2.
Green Australia Campaign• Co-operative campaign with Audley Travel, Tourism NT andSouth Australia Tourism Commission• Positioning sustainable tourism products available in <strong>NSW</strong>• Elements include:– 6 page feature in Autumn edition of Audley Traveller Magazine, sent todatabase of 60,000– Feature in Wanderlust Autumn edition– Micro-site on Audley Traveller– E-newsletter to Audley database – September– Online advertising on tripadvisor, telegraph and times online-September
Wiggles Ambassadors for Family Travel• Leveraging Wiggles <strong>UK</strong> Tour• Magic Radio Promotion 24 May- 31 May• Media Event 18 July• Imagery at Wiggles concerts across <strong>UK</strong>• Family pages on sydney.com
<strong>UK</strong> PR• New PR agency started October 2007 –McCluskey International• Contacts:– Melanie Norman - Account Managermelanie@mccluskey.co.uk– James Allen – Account Directorjallen@mccluskey.co.uk
PR Generated Coverage: Nov 2007-May 2008• Coverage reached over 728 million people and was worth anequivalent advertising value of AUD$1,043,896 / GBP£505,823• Broadcast highlights included:– A 10 minute Sydney feature on Rough Guides, Channel 5,Value AUD$185,000 / GBP£89,693, viewed by 800,000– No Frontiers, value AUD$96,728 / GBP£46,870, viewed by503,000– CNN Business Traveller, value AUD$148,591,000 /GBP£72,000 viewed by c.700 million households
PR COVERAGE HIGHLIGHTS• The Independent Traveller• 3 rd May 2008• Circulation:• Value: AUD$10,100/ GBP£4,894Also appeared on:• www.independent.co.uk• May 2008• Circulation: 1,077,000• Value AUD$10,100/ GBP£4,894
PR COVERAGE HIGHLIGHTS• OK Magazine• August 2008• Circulation: 553,700• Value: AUD$ 65,955
PR COVERAGE HIGHLIGHTS• Women & Home fashionshoot – 5 pages per issue• April and May 2008• Circulation: 672,044• Value: AUD$247,651/ GBP£120,000
PR COVERAGE HIGHLIGHTS• Aiden Bridge• www.telegraph.co.uk• Jan/Feb 08• Circulation: 12,348,500• 2 min, 38 sec Podcast• Value: AUD$51,500http://www.telegraph.co.uk/portal/ttv/lifestyle.jhtml?bcpid=1137692013&bclid=1155263807&bctid=1364233682
Coverage still to come• Anita Sethi, The Guardian – Blue Mountains• Tim Bentinck, Mail on Sunday – Sydney and Hawkesbury• James Wallman, You & Your Wedding – Sydney and NorthCoast• David Wickers, Good Housekeeping – Sydney and GreaterBlue Mountains Drive• Teresa Machan, Sunday Telegraph, 1001 Escapes and ABTAmagazine – Jervis Bay
Coverage still to come• Derek Lambie, Scottish Sunday Express – Sydney and SouthCoast• Victoria Sullivan, Wedding Magazine• Ian Belcher, The Times – Sydney Seafood School• Chris Folley, Evening Standard - Sydney• Daniel Wootton, News of the World – Sydney• Ralph Bestic, Tatler – Byron Bay• Julia Morgan, Women & Home – Travel feature on Sydney
<strong>UK</strong> Famils<strong>UK</strong>: 5 familsCorroboree Northern Rivers FamilCorroboree Sydney & South Coast FamilEmirates Northern Rivers FamilEmirates Sydney & Surrounds FamilVirgin Atlantic & Singapore Airlines FamilTotal12 agents14 agents10 agents18 agents7 agents61 agents
Corroboree Down Under 07• Combined mega famil and training workshop event exclusively for AussieSpecialists from retail outlets and key wholesalers/tour operators in the <strong>UK</strong>and Ireland who actively sell Australia as a destination.• Tourism <strong>NSW</strong> hosted 26 agents. The group were split into 2 famils:- Northern Rivers- Sydney & South Coast- Total of 41 <strong>NSW</strong> products experienced.• Training workshop in Perth.- 15 products represented <strong>NSW</strong>.- 170 agents trained.- access to 196 agents at networking events.
<strong>EUROPE</strong>
FRANCEFrance is one of Australia’s fastest growing inbound markets, with healthy growthexpected in the coming years.French visitors to Australia are expected to increase from 67,000* in 2006 to122,000* in 2016, an average annual growth rate of 6.1%.
FRANCE• 47,000 visitors to <strong>NSW</strong> in the year ending Dec 2007 8.9 %• Average length of stay in <strong>NSW</strong> 23.6 nights (50.9 Aust)• 69.9% first time visitors to Australia• 1 million nights spent in <strong>NSW</strong>• $89 million spent in <strong>NSW</strong>• Expenditure per visitor in <strong>NSW</strong> $1,894
FRANCE• WHV continues to grow July 07-Jan08 6,287 visas weregranted to French Citizens up 26.7%.• Air Austral introducing flights to Sydney from April 2009• New operators – Maison de la Chine, Yoketai (part of KuoniFrance) looking to launch Australia program in Autumn 2008.• Kuoni – looking to develop direct sales with the acquisition of‘Les Ateliers Du Voyages’
GERMAN SPEAKING MARKETS• YE Dec 07 <strong>NSW</strong> received 109,000 visitors from Germany up2.5% on 2006• Average length of stay 19.3 nights in <strong>NSW</strong> (Aust avg 46.2)• Average spend per visitor to <strong>NSW</strong> $1,557 per visitor ($3,544Aust)• Switzerland important market due to high spend and long stayingnature of visitors. 26,800 visitors to <strong>NSW</strong> in 2007.• Average spend per visitor $2017 ($4478 Aust)
ITALY• 34,500 visitors to <strong>NSW</strong> up 1.2% on 2006• Average length of stay 21.9 nights (Aust 38.2)• <strong>NSW</strong> receives 66.9% of visitors and 38.3% of nights toAustralia• Average spend per visitor $1,943/ $3,279 Australia• Nearly ¾ (73.7%) of Italian visitors who had been to <strong>NSW</strong>were on their first trip to Australia
ITALY• Wholesalers buy exclusively through ITO’s so it is important towork both the wholesaler and the ITO• Honeymoon market remains strong – operators are looking forhoneymoon offers e.g. Groom pays bride goes free• WHV introduced in 2003 numbers are growing strong• When providing Italian speaking guides ensure they speak trueItalian and not a dialect• Market leaders are still Kuoni, Hotelplan, Viaggidea, DimensioneTriade (Australia For You).• Southside, GoAustralia, Australia World, companies to watch interms of growth
SCANDINAVIA• Sweden, Denmark and Norway• <strong>NSW</strong> received 53,100 visitors from Scandinavia up 2.4% on 06• 31% of nights spent in regional <strong>NSW</strong> ranked number 1 in termsof regional dispersal• Average length of stay in <strong>NSW</strong> 19.6 nights (Aust avg stay 39.5)• 71% of Scandinavian visitors to <strong>NSW</strong> were on their first trip toAustralia• Strong self-drive market
SCANDINAVIA• Australia Reiser/Australia Resor – fastest growing operator inNordic region, currently operating in Sweden and Norway withplans to move into Denmark• My Planet moving head office to Aarhus with MarcoPolo/Hannibal• Kirsten Aagard has left Marco Polo/Hannibal• Team Benns – Based in Karsten Lind formerly of My Planethas joined Team Benns
NETHERLANDS• 30,600 visitors from Netherlands up 8.6% on 06• Average length of stay 20.5 nights (Aust 46.4 nights)• Strong regional dispersal- Self-drive market• Wereldcontact have joined ITG Travel Group same companythat owns Barron Travel. Product team will remain the sameand brand will be maintained
ACTIVITY HIGHLIGHTS<strong>EUROPE</strong>
Activity Highlights 07/08WHV Promotion in Studyrama – Nov 07Partners: TA, TNT, SATC, TQ, TVIC, TWA,Australie Autrement3 activities on different Studyrama media :• 30 000 WHV flyers inserted in November issue ofStudyramag• 1 page advertising in November issue ofStudyramag• Online campaign during 3 months (websitecovering, banners, dedicated page)
MyPlanet15 page abridgedversion of Sydney andNew South Walesguide, distributed to8,000 hot prospects onMyPlanet Database
CONDE NAST Italy Promotion• Advertorial Conde Nast Traveller
FTI Touristik – Australian Guide Germany• Partnered with TVICSydney-MelbourneCoastal drive featurein FTI Australiaguide• 20,000 copiesdistributed to FTI topperforming agencies
Europe FamilsFrance:9 Product Managers, Sydney and Northern RiversItaly:AOT and Air Mauritius Famil, 12 agents – Sydneyand South CoastAussie Specialist Famil,13 agents – Sydney andPort Stephens
GERMANY PR• PR Agency – News Plus• Contact: Lena Kaiser L.Kaiser@news-plus.Net• Monthly Press Release• ITB Media Café• VJP Programme• German Group Press Trip – 6 Journalists
PR Generated Coverage: June 2007- May 2008• Coverage reached over 182 million people and was worth anequivalent advertising value of AUD$3.5 million• Highlights included:– Männer, gay magazine, Sydney, October 07– Geo Saison, consumer travel magazine, Australia Special, November07– Glamour, women’s magazine, Australia, January 07– www.spiegel.de, one of Germanys largest online media, Sydney –Cockatoo Island, January 07– First Group press trip coverage: Christian Loer published first result: acolumn on surfing teacher Dave the Wave
PR COVERAGE HIGHLIGHTS• Männer• 5 th October 2007• Circulation: 24,000• Value: AUD$10,395
PR COVERAGE HIGHLIGHTS• Glamour• 8 th January 2008• Circulation: 638,312• Value: AUD$233,640
PR COVERAGE HIGHLIGHTS• www.spiegel.de• 14 th January 2008• Circulation: 15,000,000• Value: AUD$86,592
PR COVERAGE HIGHLIGHTS• First result of the GroupPress trip in April• www.ksta.de, Kölner StadtAnzeiger• 20/21 st April 2008• Unique Users: 450,000Circulation: 243,627• Value: AUD$19,462 in total
Coverage still to come• Andrea Willen, freelance, Individual Press trip October 2007 –Sydney• Dr. Tanja Köhler, WDR, Individual Press trip April 2008 –Sydney• Harmut Metz, Badisches Tagblatt, Individual Press trip April2008 – Stone Bridge Tours in Snowy Mountains• Group Press Trip April 2008, 6 journalists – Sydney, BlueMountains, Hunter Valley, Byron Bay
PLANS 08/09
08/09 Focus Segments• Luxury• Youth• Family• Touring
Plans 08/09•Joint marketing agreement with Etihad Airwayswill see us spend $500,000 in <strong>UK</strong>/Europe
Plans 08/09• Training Roadshow’s – Italy, France and Germany• WHV Promotion- France• Honeymoon Promotion – France & Italy• Trade Show participation – WTM – London, ITB – Germany,Top Resa-France, BIT – Italy, Fespo - Switzerland• Air Austral launch - France
OPPORTUNITIES 08/09
New Product MissionLocation: London, <strong>UK</strong>Australian Seller Participation Fee: GBP£900 + VAT2009 Dates: Monday 30 March Seller BriefingTuesday 31 March: Workshop Day 1Wednesday 01 April Workshop Day 2
<strong>NSW</strong> <strong>UK</strong>/Europe Mission• Proposed dates 15-27 March 2009• Cost: AUD$10,500 per participant• Participation fee includes: accommodation, inter-Europeflights/trains, transfers and all events• Cities visited: London, Manchester, Dublin, Frankfurt, Munich,Milan, Paris• Product manager and agent events• Minimum 10 products
Aussie Specialist and <strong>NSW</strong> Specialist programme• As at 31 May 2008, there were 5311 fully qualified AussieSpecialist agents and 2172 <strong>NSW</strong> Specialist agents inEuropeOpportunities:– Shared E-Newsletter <strong>UK</strong>/Europe -Each monthlyinclusion costs $AUD25.00 per 100 names– Exclusive E-newsletter $40 incl GST per 100 names– Aussie Specialist Travel Club – enter your offer onwww.specialist.australia.com/travelcluboffers
Opportunities 08/09• Bi-monthly product newsletter• Trade Famils• Corroboree Europe 09• Media Famils• Monthly press releases• Joint tactical campaigns/promotions
<strong>UK</strong> and Ireland online sales call manualwww.destinationaustralia.uk.com
THANK YOUQUESTIONS
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