Estonian Tourism Conference

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1 Estonian Tourism Conference Trends & Developments World, Europe and Major Source Markets for Estonia Barbara Postel, IPK International 24 September

2 SIGNPOST Introduction: What we do / WTM Method World Travel Volume / Trends European Travel Volume / Trends Major Source Markets for Estonia Travel Trends and Characteristics Crisis Survey Results 2

3 IPK International IPK International Tourism Consulting World Travel Monitor 3

4 Tourism Consulting Tourism Research & Marketing - Conducting quantitative and qualitative tourism research worldwide - Development of strategies, marketing plans, tourism forecasts and business development concepts on regional, national and international levels 4

5 World Travel Monitor (WTM ) Based on approx. 500,000 interviews per year, the World Travel Monitor - has been surveying the outbound travel behavior in 60 countries worldwide (34 in Europe, 13 in the Americas, 5 in Arabia and 8 in Asia) for more than 20 years - applying a uniform questionnaire / method in all countries - providing comparable results. 5

6 Short digression on what distinguishes the WTM from other tourism statistics WTM UNWTO TourMIS Inbound Travel Volume Outbound Travel Volume Outbound / Inbound Travel Behavior Outbound / Inbound Travel Target Groups 6

7 WTM Standard Questions Number of outbound trips/market volume Destination countries (worldwide) Destination regions / cities Purpose of trip (holiday, business, other leisure, ) Holiday segments (Sun&Beach, Tour, City, Mountain, Cruise, Winter Sports, Spa/Wellness, etc.) Holiday motives / activities Type of business trip Means of transportation (incl. low fare) Airport of departure / airlines Accommodation types / categories Travel season Booking behavior (booking sites / products, booking period) Internet usage Information sources Length of trip Travel expenditure Trips with children Target group / traveler profiles (gender, age, education, income, children in household, size of household) Regional focus markets Travel frequency Travel intensity 7

8 WTM Characteristics Guarantees global comparability for 60 outbound markets worldwide Continuous monitoring throughout the year Covers all major outbound markets worldwide Covers all travel market segments (1+ N) Uses a worldwide standardized questionnaire Displays all inbound performances (via destinationperspective) 8

9 Today, the WTM is the most extensive, comparable, ongoing, population representative survey of international tourism 9

10 SIGNPOST Introduction: What we do / WTM Method World Travel Volume / Trends European Travel Volume / Trends Major Source Markets for Estonia Travel Trends and Characteristics Crisis Survey Results 10

11 million World Outbound Travel Volume / Trend Change over 2008: -4% Long term travel growth: +2.7% Source: World Travel Monitor , IPK International / National Statistics 11

12 World Outbound Travel by Continents / Regions 2% + 5% 22% - 2% 17% - 5% Volume Change over % 49% Western Europe Eastern Europe Asia / Pacific The Americas Africa 10% Source: World Travel Monitor 2008/2009, IPK International / National Statistics 12

13 World Outbound Travel by Continents / Regions % % +1% 21% 16% 10% 52% 22% 17% +1% +1% 10% ±0% Market Share Change over % -3% Western Europe Eastern Europe Asia / Pacific The Americas Africa Source: World Travel Monitor 2004/2009, IPK International / National Statistics 13

14 World Outbound Performance 2009 Change over 2008 All trips (1+nights) 665 million - 4% Nights: 5.5 billion* -7% Source: World Travel Monitor 2008/2009, IPK International / National Statistics 14

15 Heavy Crisis Impact on World Outbound Spending World outbound spending in Euro 730 billion World outbound spending trend - 9% Spending per Night 112 Euro Spending per Trip 1,100 Euro Source: World Travel Monitor 2008/2009, IPK International / National Statistics 15

16 SIGNPOST Introduction: What we do / WTM Method World Travel Volume / Trends European Travel Volume / Trends Major Source Markets for Estonia Travel Trends and Characteristics Crisis Survey Results 16

17 million European Outbound Travel Volume / Trend Change over 2008: -6.9% Long term travel growth: +2.1% Source: World Travel Monitor , IPK International 17

18 European Outbound Travel by Regions 4% 11% -4% -8% 18% -10% Volume Change over % -3% 8% 34% -8% -6% West Europe North Europe Central Europe Southwest Europe Southeast Europe East Europe Source: World Travel Monitor 2008/2009, IPK International 18

19 European Outbound Travel by Regions % 10% 17% 27% 34% 8% 4% 11% + 1% + 1% 18% West Europe + 1% 25% - 2% Market Share Change over % ± 0% 34% ± 0% North Europe Central Europe Southwest Europe Southeast Europe East Europe Source: World Travel Monitor 2004/2009, IPK International 19

20 European Outbound Performance 2009 Europe World All Trips 393 million - 7% - 4% All Nights 3.5 billion - 12% - 7% Source: World Travel Monitor 2008/2009, IPK International 20

21 Heavy Crisis Impact on European Outbound Spending European outbound spending in Euro 334 billion World European outbound spending trend - 13% - 9% Spending per Night 97 Euro 112 Euro Spending per Trip 841 Euro 1,100 Euro Source: World Travel Monitor 2008/2009, IPK International 21

22 SIGNPOST Introduction: What we do / WTM Method World Travel Volume / Trends European Travel Volume / Trends Major Source Markets for Estonia Travel Trends and Characteristics Crisis Survey Results 22

23 million Development of European Trips to Estonia 3 2,8 2,9 2,7 2,5 2,4 2,3 2,3 Change over 2008: -6.3% Long term travel loss: -3.6% Source: World Travel Monitor , IPK International 23

24 European Market Performance Trips to Estonia Estonia Europe All Trips 2.3 million - 6% - 7% All Nights 9.2 million - 16% - 12% Source: World Travel Monitor 2008/2009, IPK International 24

25 European Outbound Spending Trips to Estonia Spending on trips to Estonia in Euro 0.8 billion Europe Spending on trips to Estonia trend -10% -13% Spending per Night 87 Euro 97 Euro Spending per Trip 353 Euro 841 Euro Source: World Travel Monitor 2008/2009, IPK International 25

26 Million Major Source Markets for Estonia Development of Outbound Trips ,7 18,5 15,9 14,0 12,7 10,7 10,7 10,1 10,2 9,3 6,1 6,5 6,8 6,8 7,2 Change over 2008: -12.5% Long term travel growth: +6.0% 18,1 9,3 Change over 2008: -12.9% Long term travel growth: +0.3% 6,9 Change over 2008: -4.3% Long term travel growth: +2.6% Russian Trips Swedish Trips Finnish Trips Source: World Travel Monitor , IPK International 26

27 Million Major Source Markets for Estonia Development of Trips to Estonia 1,8 1,6 1,4 1,2 1 0,8 0,6 0,4 0,2 0 1,7 1,6 1,5 1,4 1,4 1,3 0,3 0,3 0,4 0,3 0,3 0,2 0,1 0,2 0,2 0,1 0,1 0, Finnish Trips to Estonia Russian Trips to Estonia Swedish Trips to Estonia Source: World Travel Monitor , IPK International 27

28 Major Source Markets for Estonia by Purpose of Trip 80% 70% 69% 76% 72% 60% 50% 40% 30% 20% 10% 19% 17% 12% 13% 11% 11% 0% Finland Russia Sweden Source: World Travel Monitor 2009, IPK International Holiday Trips Business Trips VFR/Other Leisure 28

29 Major Source Markets by Purpose of Trip to Estonia 80% 70% 60% 73% 59% 74% 50% 40% 30% 33% 20% 18% 18% 10% 9% 8% 8% 0% Finland Russia Sweden Holiday Trips Business Trips VFR/Other Leisure Source: World Travel Monitor 2009, IPK International 29

30 Major Source Markets by Type of Holiday Sun&Beach 21% 46% 41% Tour 9% 13% 28% City/Event Countryside Cruise 9% 4% 7% 3% 2% 5% 17% 27% 39% Finland Russia Sweden Special Private Occasion 3% 3% 6% Other 7% 5% 5% Source: World Travel Monitor 2009, IPK International 30

31 Finnish Trips by Type of Holiday to Estonia City/Event 46% Cruise/Boat/Yacht 30% Tour 8% Health/Spa 5% Others 11% Source: World Travel Monitor 2009, IPK International 31

32 Russian Trips by Type of Holiday to Estonia Special Private Occasion 26% Tour 19% City / Event 17% Countryside 15% Sun&Beach 7% Others 16% Source: World Travel Monitor 2009, IPK International 32

33 Swedish Trips by Type of Holiday to Estonia Cruise/Boat/Yacht 45% City / Event 18% Tour 9% Sun&Beach 5% Special Private Occasion 5% Others 18% Source: World Travel Monitor 2009, IPK International 33

34 Major Source Markets by Length of Stay Finland 2 5 Russia Average Length on all Trips (nights) Sweden 4 7 Average Length to Estonia (nights) Source: World Travel Monitor 2009, IPK International European Average Length of Stay: 9 nights to Estonia: 4 nights 34

35 Major Source Markets by Information Behavior Finland Russia Sweden Information Behavior 83% 22% 18% Internet 34% 43% Travel Agency 27% Friends/Relatives 81% 22% 18% Information Behavior to Estonia Finland 78% 21% 13% Russia 24% 18% 52% Sweden 61% 44% 20% Internet Travel Agency Friends/Relatives Source: World Travel Monitor 2009, IPK International 35

36 Major Source Markets by Booking Behavior Booking Behavior Booking Behavior to Estonia Finland 15% 18% 71% Internet Finland 24% 18% 57% Internet Russia Sweden 20% 14% 16% 11% 43% 78% Travel Agency Directly with accom. / transp. Russia Sweden 22% 14% 31% 22% 6% 54% Travel Agency Directly with accom. / transp. Source: World Travel Monitor 2009, IPK International 36

37 SIGNPOST Introduction: What we do / WTM Method World Travel Volume / Trends European Travel Volume / Trends Major Source Markets for Estonia Travel Trends and Characteristics Crisis Survey Results 37

38 Crisis Sensitivity 2009/2010 EUROPE 35% 41% Finland 17% 33% Russia * 39% Sweden 23% 27% Source: World Travel Monitor Crisis Survey 2009/2010, IPK International *2009 data n.a. 38

39 Crisis Sensitivity resulting in EUROPE Finland Russia Sweden TOTAL CRISIS SENSITIVE TRAVELERS 35% 17% 39% 23% - Change in Travel Behavior - Forgoing Traveling 27% 14% 25% 17% 8% 3% 14% 6% Source: World Travel Monitor Crisis Survey 2010, IPK International 39

40 Crisis Sensitivity: Travel Behavior Change 2009/2010 EUROPE 27% 35% Finland 14% 30% Russia * 25% 2010 Sweden 17% 21% 2009 Source: World Travel Monitor Crisis Survey 2009/2010, IPK International *2009 data n.a. 40

41 Crisis Sensitivity: Forgoing Traveling 2009/2010 EUROPE 6% 8% Finland 3% 3% Russia Sweden * 6% 6% % Source: World Travel Monitor Crisis Survey 2009/2010, IPK International *2009 data n.a. 41

42 Travel Behavior Change resulting in EUROPE Finland Russia Sweden TRAVEL BEHAVIOR CHANGE 27% 14% 25% 17% Less expensive trip 12% 8% 10% 10% Less spending 8% 6% 6% 5% Shorter trip 7% 1% 7% 7% Source: World Travel Monitor Crisis Survey 2010, IPK International 42

43 Travel Behavior Change: Less Expensive Trip 2009/2010 EUROPE 12% 16% Finland 8% 20% Russia * 10% 2010 Sweden 10% 13% 2009 Source: World Travel Monitor Crisis Survey 2009/2010, IPK International *2009 data n.a. 43

44 Travel Behavior Change: Less Spending 2009/2010 EUROPE 8% 12% Finland 6% 13% Russia Sweden * 5% 6% 9% Source: World Travel Monitor Crisis Survey 2009/2010, IPK International *2009 data n.a. 44

45 Travel Behavior Change: Shorter Trip 2009/2010 EUROPE 7% 12% Finland 1% 8% Russia * 7% 2010 Sweden 4% 7% 2009 Source: World Travel Monitor Crisis Survey 2009/2010, IPK International *2009 data n.a. 45

46 European Outbound Travel Intention 2010 Yes, and maybe even more often 25% Yes, as often as within the last 12 months Yes, but maybe less often as within the last 12 months 17% 44% Probably not 14% 0% 10% 20% 30% 40% 50% Source: World Travel Monitor Crisis Survey 2010, IPK International 46

47 Some General Travel Trends Long Haul vs. Short Haul: Slightly more positive long term long haul trend in general than for short haul, but long haul more affected by crisis Short Trips (1-3 nights) vs. Longer Trips (4+ nights): More positive long term trend for short outbound trips than for longer trips, and not affected by the crisis / longer trips severely affected Car vs. Plane: Although a slightly more positive long term trend for the plane than for the car, car gained momentum during the crisis 47

48 Some General Travel Trends Travel Agency vs. Internet: Travel Agency striving to keep its importance vs. Internet gaining irreversible ground Younger (>34 years of age) vs. Older (55+) Travelers: Emerging markets (Russia, Spain, etc.) more younger travelers Mature markets (Germany, Great Britain, Sweden etc.) more older travelers 48

49 Thank you for your kind attention World Travel Monitor trend 01-08/10 data in the ITB World Travel Trends Report 2010/2011, prepared by IPK International on behalf of ITB Berlin in November 2010: 49

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