Using Market Intelligence in the Commercial World
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1 Using Market Intelligence in the Commercial World By Dennis Pyka General Manager World Travel Monitor of IPK International, Munich UNWTO/PATA Tourism Trends and Research Conference Guilin, 30 June 2007 IPK International - International Tourism Consulting Group, World Travel Monitor Company 1
2 Using Market Intelligence in the Commercial World During the last two days we have heard a lot about non-commercial market intelligence But there is a difference between noncommercial and commercial market intelligence IPK International - International Tourism Consulting Group, World Travel Monitor Company 2
3 Using Market Intelligence in the Commercial World As there is a difference between good and bad market intelligence As well as useful and not useful market intelligence IPK International - International Tourism Consulting Group, World Travel Monitor Company 3
4 There is Some Market Intelligence for Free - Official statistics - Publications - Internet information Secondary research sources, for most times at no cost IPK International - International Tourism Consulting Group, World Travel Monitor Company 4
5 Examples for that Kind of Secondary Research Information - Arrival and overnight data - Economic data like GNP, growth rates, etc. For most times at no cost IPK International - International Tourism Consulting Group, World Travel Monitor Company 5
6 What are the Disadvantages of this Free Information? Very limited data due to different methods (multiple arrivals, transit, consideration of day trips, etc.) - Very limited information content - Only hard, no soft facts - Quite often not very reliable IPK International - International Tourism Consulting Group, World Travel Monitor Company 6
7 Advantages of Primary Information Real market intelligence comes from Well Focused Primary Research IPK International - International Tourism Consulting Group, World Travel Monitor Company 7
8 And there is only One Disadvantage of Primary Research The considerable costs IPK International - International Tourism Consulting Group, World Travel Monitor Company 8
9 Examples for so-called Primary Market Intelligence Consumer opinion polling Focus group discussions Trade interviewing Opinion leader interviewing Personalized in-depth research In-house research Mystery shopping Product evaluation Advertisement tracking etc. IPK International - International Tourism Consulting Group, World Travel Monitor Company 9
10 In Primary Research we Differentiate between e.g. : Ad-hoc research vs. Continuous / ongoing research (like our WTM) Customized research vs. Syndicated (multi-client) research IPK International - International Tourism Consulting Group, World Travel Monitor Company 10
11 Why is there a Need of Primary Market Intelligence? Some concrete Examples of our European Travel Monitor (ETM) 2006 Source: European Travel Monitor, 2006 IPK International - International Tourism Consulting Group, World Travel Monitor Company 11
12 Because you should Know about Trends by Outbound Market Rank Origin Trips in Million Change 2005/ Germany % 2 Great Britain % 3 France % 4 Netherlands % 5 Italy % 6 Russia % 7 Spain % 8 Switzerland % Basis: All Trips 1N+ (Holiday, Business, VFR) IPK International - International Tourism Consulting Group, World Travel Monitor Company 12
13 Because you should Know about Trends by Market Segments Performance 2006 Short trips (1-3 N) + 6% Longer trips (4+ N) + 2% Source: European Travel Monitor, 2006 All Trips IPK International - International Tourism Consulting Group, World Travel Monitor Company 13
14 Because you should Know about Trends by Transportation Choice 2005 > Flight trips + 7% > Ground trips + 1% % ± 0% Reason: - Cheap flights / low cost carriers - Many inexpensive new connections Source: European Travel Monitor, 2006 All Trips IPK International - International Tourism Consulting Group, World Travel Monitor Company 14
15 Because you should Know where the Demand Revolution Happens Trend 2006 Market Share Traditional flights + 4% 67% 65% Low fare flights + 13% 33% 35% All outbound flight trips + 7% 100% 100% Source: European Travel Monitor, 2006 All Trips IPK International - International Tourism Consulting Group, World Travel Monitor Company 15
16 Because you should Know, which Holiday Types are or soon will be in Event +14% Country +8% City +2% Sun&Beach +4% Source: European Travel Monitor 2006 IPK International - International Tourism Consulting Group, World Travel Monitor Company 16
17 Because you should Know who will be your Best Future Business Partner No Advance Bookings ± 0% Advance Bookings + 5% Internet + 15% Where? Travel Agency + 1% Direct to Accommodation + 9% Source: European Travel Monitor 2006 Direct to Transport + 7% IPK International - International Tourism Consulting Group, World Travel Monitor Company 17
18 Because you should Know if / when you can Stop Printing Promotional Material MS 05/06 Online booking 32% + 16% Online information 13% - 5% All Internet users 45% + 9% Non-Internet users 55% - 1% Source: European Travel Monitor, 2006 IPK International - International Tourism Consulting Group, World Travel Monitor Company 18
19 Another Example for Primary Market Intelligence Need You might remember? Apocalypse Now? IPK International - International Tourism Consulting Group, World Travel Monitor Company 19
20 There was a Real Avian Flu Hysteria Pandemia might kill 50 million IPK International - International Tourism Consulting Group, World Travel Monitor Company 20
21 Avian Flu did not Kill the Travel Market IPK International - International Tourism Consulting Group, World Travel Monitor Company 21
22 Our Ad-Hoc Research on this Topic Told us and our Clients. Continue business as usual Don t read newspapers Don t spend money on crisis management IPK International - International Tourism Consulting Group, World Travel Monitor Company 22
23 You have to Know much Earlier and much more Precisely if crisis management is needed or no action is required, as things are less important than newspapers are telling us IPK International - International Tourism Consulting Group, World Travel Monitor Company 23
24 Another Example for the Need of Better Market Intelligence is Travel Volume Fata Morganas IPK International - International Tourism Consulting Group, World Travel Monitor Company 24
25 Travel Volume Fata Morganas Due to the lack of primary market intelligence some tourism specialists believe in those travel volume Fata Morganas In many travel trade magazines you can find exorbitant travel volumes for certain countries / destinations IPK International - International Tourism Consulting Group, World Travel Monitor Company 25
26 Why? They Believed in Free Secondary Information Examples: 32 million Chinese outbound travelers in year million Chinese outbound travelers (and No. 1 worldwide) in year 2015 France No.1 Inbound market worldwide IPK International - International Tourism Consulting Group, World Travel Monitor Company 26
27 Commercial Market Intelligence Says the Contrary Be careful! IPK International - International Tourism Consulting Group, World Travel Monitor Company 27
28 In Reality there were only 24 Million Overnight Trips Outside Greater China 77% 23% 8 million day excursions 24 million overnight stays Source: IPK International, China National Tourist Office, PATA, Hong Kong and Macau Tourist Board IPK International - International Tourism Consulting Group, World Travel Monitor Company 28
29 And only 9 Million were Outbound Trips Outside Greater China Macau 6 million 25% 39% Outside Greater China 9 million 36% Hong Kong 9 million Source: IPK International IPK International - International Tourism Consulting Group, World Travel Monitor Company 29
30 Example: Inbound Volume France Official non-commercial statistics: 76 million arrivals in year 2005 Commercial statistics (WTM): 46 million arrivals in year 2005 Why? Due to high transit, multiple arrivals, double-counts and the bloated French tourism policy IPK International - International Tourism Consulting Group, World Travel Monitor Company 30
31 Differences in Non-Commercial and Commercial Market Intelligence Via Commercial Research: - Realistic assessment of the Chinese outbound travel market (very important, high growth potential, but not No.1 worldwide in the coming 5-10 years) - France one of the most important travel destinations worldwide, but not No.1 (as per our WTM No.3) IPK International - International Tourism Consulting Group, World Travel Monitor Company 31
32 Check your Secondary Research Priority Try to avoid Fata Morganas for your specific needs and purposes It could cost you too much (marketing) money IPK International - International Tourism Consulting Group, World Travel Monitor Company 32
33 Also an Important Field of Primary / Commercial Research Do your homework! IPK International - International Tourism Consulting Group, World Travel Monitor Company 33
34 Are Big Events an Efficient Tourism Marketing Instrument? In 2004 Greece was hosting the Olympic Games and Portugal the European Football Cup In 2006 Germany was hosting the FIFA Football World Cup What can we learn from that experiences? And how can e.g. Beijing be prepared for hosting the Olympic Games 2008? IPK International - International Tourism Consulting Group, World Travel Monitor Company 34
35 Are Big Events an Efficient Tourism Marketing Instrument? Olympic Games in Greece Arrivals - 2% - Short Holidays +96% - Longer Holidays - 2% European Soccer Championship in Portugal + 2% +26% + 0% However, the short trips only have a small share in the total incoming of Portugal respectively Greece IPK International - International Tourism Consulting Group, World Travel Monitor Company 35
36 Learn From Athens Olympic Experience in 2004 Olympic Games in Athens in Short Holidays +96% - Longer Holidays - 2% - 18% + 24% - In the year of the event a short trip boom, but no big business - In the year after the event good holiday business came back Greece failed in implementing the Olympics into their overall tourism strategy IPK International - International Tourism Consulting Group, World Travel Monitor Company 36
37 And Learn From Germany s Football Experience in 2006 Inbound to Germany 2006 Germany 2007 Total Trend Jan - March Total + 9% Short Holidays + 16% Longer Holidays + 3% +8 % - In the year of the event a short trip boom, and good business - What will happen in the year after the event? IPK International - International Tourism Consulting Group, World Travel Monitor Company 37
38 And Learn From Germany s Football Experience in 2006 So why was the Football World Cup such a sustainable success? Cause it was embedded into an in-depth and well-focused Destination Germany campaign, with usage of all commercial market research opportunities possible (prior, during and after the event) IPK International - International Tourism Consulting Group, World Travel Monitor Company 38
39 One Possible Instrument of Useful Commercial Market Intelligence is the WTM The World Travel Monitor (WTM) could avoid millions of mis-investment by using better primary market intelligence IPK International - International Tourism Consulting Group, World Travel Monitor Company 39
40 The World Travel Monitor (WTM) Based on more than 500,000 interviews per year, the European Travel Monitor / World Travel Monitor has been surveying the outbound travel behavior since 1988 IPK International - International Tourism Consulting Group, World Travel Monitor Company 40
41 35 Countries are Covered in Europe European Countries 19 in Western Europe 16 in Eastern Europe IPK International - International Tourism Consulting Group, World Travel Monitor Company 41
42 4 Countries of Origin in the Americas USA Canada Brazil Argentina IPK International - International Tourism Consulting Group, World Travel Monitor Company 42
43 3 Countries of Origin in the Arabian Area Saudi Arabia Emirates Kuwait IPK International - International Tourism Consulting Group, World Travel Monitor Company 43
44 9 Countries of Origin in Asia Pacific China South Korea Taiwan Hong Kong Thailand Malaysia Singapore Japan India IPK International - International Tourism Consulting Group, World Travel Monitor Company 44
45 What Prompted IPK to Create the World Travel Monitor? The lack of reliable / comparable international tourism data and the lack of data on travel behavior / target groups IPK International - International Tourism Consulting Group, World Travel Monitor Company 45
46 The Main WTM Standard Questions are - Number of trips / nights - Transportation - Destination countries / - Length of trip regions - Travel season - Purpose of trip (Holiday - Booking products / sites Business / VFR) - Information sources - Types of holiday - Use of internet - Holiday activities / - Travel spending motives - Socio-demography - Accommodation - Area of origin - Etc. IPK International - International Tourism Consulting Group, World Travel Monitor Company 46
47 The World Travel Monitor (WTM) guarantees global comparability for 50 major outbound markets worldwide covers all travel market segments (1+ N): Holidays + Business + VFR uses a worldwide standardized questionnaire continuously monitors throughout the year more than 500,000 interviews are carried out annually IPK International - International Tourism Consulting Group, World Travel Monitor Company 47
48 Financing The World Travel Monitor is financed as a multiclient study more than 200 participants from both private and public sectors in more than fifty countries World Travel Monitor information is available on the basis of - annual subscriptions, - three-year contracts - pool arrangements (e.g. ETC Pool) - customized data service IPK International - International Tourism Consulting Group, World Travel Monitor Company 48
49 The World Travel Monitor (WTM) Today, the World Travel Monitor is the most extensive, comparable ongoing population representative study of international tourism worldwide IPK International - International Tourism Consulting Group, World Travel Monitor Company 49
50 IPK International Besides the WTM, IPK International also offers every kind of additional market intelligence, such as: - International Tourism Positioning - International Advertising Tracking - Marketing Strategies for Development of International Demand etc. IPK International - International Tourism Consulting Group, World Travel Monitor Company 50
51 If you Need More Information about our WTM Feel free tonight or at the Li River Tour IPK International - International Tourism Consulting Group, World Travel Monitor Company 51
52 Thank You For Your Attention IPK International - International Tourism Consulting Group, World Travel Monitor Company 52
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