Holland Branding & Marketing Strategy Holland2020 Supporting the known - Introducing the new Scandinavia

Transcription

1 Holland Branding & Marketing Strategy Holland2020 Supporting the known - Introducing the new Scandinavia Bunnik, April 23 rd 2015

2 Country profiles Sweden: Population: 9,6 million people Capital: Stockholm (1,373,000) Vacation: 6 weeks holiday each year Sweden is synonymous with the production of high-quality cars, iron and steel! Norway: Population: 5,1 million people Capital: Oslo (952,000 people) Vacation: 5-6 weeks holiday each year Synonymous with oil and mountains as well as the North Cape! Denmark: Population: 5,6 million people Capital: Copenhagen (1,259,000 people) Vacation: 6 weeks holiday each year Denmark is the most southerly of the Nordic countries, is a small, densely populated country, with a lot bicycles! Source: Travel Behaviour & Destination Images, Related

3 General facts The level of income in Scandinavia is generally high and differences in income levels are relatively small in Scandinavia compared to other OECD countries. In Sweden, the average household net-adjusted disposable income per capita is USD a year, more than the OECD average of USD a year. The Nordic welfare states Based on a shared political goal of encouraging strong social cohesion. Everyone is entitled to equal access to social and health services, education and culture. In Sweden, 87% of adults aged have earned the equivalent of a high-school degree, higher than the OECD average of 75%. Scandinavia has among the highest internet density in the world (with 91% of the population who have access to the internet). Source: Travel Behaviour & Destination Images, Related

4 (x1,00 (x1,00 (x1,00 Arrivals Development Swedish visitors to the Netherlands ( ) * Development Danish visitors to the Netherlands ( ) Development Norwegian visitors to the Netherlands ( ) * * * In 2012 CBS expanded the number of the accommodations part of their accommodation and visitor statistics. This is why the number of registered accommodations and guests from 2012 onwards is not one-on-one comparable to the years before. Source: CBS, Statistiek Logies Accommodaties Base: all international visitors

5 Purpose of visit

6 Purpose of visit Purpose of visit to Holland (2014) Scandinavia 59% 33% 8% 133,000 Scandinavian business visitors Total international visitors 68% 26% 6% Leisure Business Other Source: SIT, Base: all international visitors

7 Business visits Scandinavia 29% 71% Individual business travellers MICE Extending stay in Holland Scandinavian business visitors 6% 92% Total business visitors 8% 13% 80% Yes, before business trip Yes, after business trip No Source: SIT, 2014 Base: (UK) business visitors

8 Visitor profile (Scandinavian visitor in Holland) Age % % % % % % % Source: SIT, 2014 Base: all international visitors

9 Visitor profile (Scandinavian visitor in Holland) Persona s (only leisure visitors) 17% 35% 18% 17% 13% Source: SIT, 2014 Base: all international visitors with a leisure purpose

10 Look & book

11 Booking behaviour Source: SIT, 2014 Base: all international visitors

12 Booking channels Booking channel accommodation booking (2014) Directly with the accommodation provider Via an online travel agent Travel agent / tour operator Via an auction or discount website Reservation centre of a bungalow or hotel chain Airline Congress or meeting organiser Other Don't know Did not book accommodation in advance 20% 12% 17% 12% 2% 6% 2% 6% 1% 1% 1% 2% 1% 4% 11% 7% 13% 9% 32% 41% Scandinavia Total international visitors Source: SIT, 2014 Base: all international visitors

13 Cooperation Carriers & OTO s NBTC Scandinavia works in all the markets with the main carriers as well as OTO's. We are also part of the European City Break Campaign with Expedia/Hotels.com. Total investment 2015: EUR Examples of cooperations with carriers and OTO's:

14 Transport

15 Transportation differences across nationalities Scheduled airlines are the transportation type that most Nordic tourists expect to use in upcoming 2 years. Self-drive holidays are the preferred transportation type with the Danes. The Norwegians prefer scheduled airliners (31.2%) while the Swedes are most fond of chartered planes (28.5%) Source: Travel Behaviour & Destination Images, Related

16 Travel and stay Region of stay in Holland (2014) Amsterdam 39% 43% Nature area South Netherlands 11% 13% Water sports areas Nature area Central Netherlands Nature area Northeast Netherlands Coast 8% 7% 5% 4% 4% 3% 2% 15% Other region 18% 27% Scandinavia Total international visitors Source: SIT, 2014 Base: all international visitors

17 x1000 Travel and stay Month of stay in Holland (2014) Sweden Norway Denmark Source: Statistiek logiesaccommodatie CBS

18 Differences across nationalities Danes are the most excited about camping and self-drive holidays. The Norwegians and Swedes prefer the city-breaks for a visit to the Netherlands. Not many Swedes & Norwegians would like to spend the night anywhere else than in a hotel. An interesting potential in Scandinavia is that business travellers sometimes tend to combine their trips with leisure travel when it comes to a city break bleisure travellers. Source: Travel Behaviour & Destination Images, Related

19 Visiting behaviour

20 Visiting behaviour Type of holiday (2014) City break 35% 50% Touring the country 10% 17% Holiday in the nature area/ countryside 12% 17% Cultural holiday 9% 14% Canal trip 2% 4% Scandinavia Total international leisure visitor Source: SIT, 2014 Base: international leisure visitors only

21 Visiting behaviour Top 5 day trips to Dutch cities during the stay in Holland (2014) Amsterdam 56% 65% The Hague/Scheveningen 11% 11% Rotterdam 10% 9% Volendam 5% 10% Groningen 3% 8% Scandinavia Total international visitors Source: SIT, 2014 Base: total international visitors

22 Visiting behaviour Remarkable differences activities undertaken Scandinavian vs total international visitor (2014) funshopping/shopping 41% 52% visited notable places/places of interest 20% 32% visited beach for beachwalk/get fresh air 9% 20% visited area of natural beauty or wooded area 4% 20% cycling 3% 20% Scandinavia Total international visitors Source: SIT, 2014 Base: total international visitors

23 What s important? Important factors when Nordic tourists choose a holiday destination: o o o Climate Cleanliness Price level In general, there s a tendency with younger tourists to dream of visiting remote destinations, while older groups prefer European countries and more familiar destinations. The Nordic tourists above the age of 50 have a destination top 10 that is dominated by European destinations. When the Nordic tourists are asked where they would most like to go, the United States is a clear favourite. Source: Travel Behaviour & Destination Images, Related

24 Expenditure

25 Expenditure 241,000 leisure guests from Scandinavia x average spending 698 = 168 million 133,000 business guests from Scandinavia x average spending 871 = 116 million Total expenditures from Scandinavia million Source: SIT, 2014 Base: all international visitors 1 Including visitors with other purposes to visit Holland.

26 Appreciation

27 Visiting behaviour Previous Holland visits (2014) Scandinavia 45% 30% 25% Yes, in the past 3 years Yes, but longer than 3 years ago No, never Intention to revisit Holland again in the future (2014) Scandinavia 62% 26% 12% I certainly would I probably would Maybe Probably not Certainly not Source: SIT, 2014 Base: all international visitors

28 Improvement suggestions Make it possible to use foreign credit cards everywhere! Accept credit cards on public transportation! A generally available WIFI-network with no lodgings or usernames that just works! Make the train service easier for foreigners to understand and use Please make VISA accepted everywhere

29 Card payment Sweden s movement towards a cashless society supports growth in financial cards Sweden s movement towards a cashless society is fuelling growth in financial cards and payments. The attitude towards the use of cash as a payment method is becoming increasingly negative among chained retailers and public transportation operators. These trends are underpinned positive value growth in card payment transactions during 2014.

30 Appreciation quotes I think of Amsterdam like a European version of New York I liked the open-minded mentality of the Dutch Great variety of bars/pubs/restaurants and easy accessibility without needed reservations or long lines Worldclass museums! Nice that most of the Dutch speak good English

31 Improvements 1. Train accessibility/tickets 2. Credit cards/visa 3. Easy internet accessibility

32 Questions? Titti Lagerfeldt Gelhaar NBTC Holland Marketing is responsible for the branding and marketing of the destination Holland. NBTC Holland Marketing carries out marketing activities in 13 markets, under the name of NBTC Netherlands Board of Tourism & Conventions.