BELGIUM MARKET PROFILE

Transcription

1 BELGIUM MARKET PROFILE Year 2014 Results of a survey carried out between January to December 2014 Malta Tourism Authority Research Unit Market Support & Development

2 Belgium Market Dynamics Year 2014 Source: NSO Total Tourists Belgian Tourists 2014 Absolute Change (Belgium) 14/13 Percentage Change (Belgium) 14/13 Inbound tourists 1,689,809 31,399 +2, % Nights spent 13,522, ,309 +5, % Average length of stay 8.0 nights 7.3 nights -0.4 of a night -5.4% Expenditure ( 000s) 1,528,765 31,333 +3, % Av. Expenditure per capita ( ) % Belgian s share out of total visits 1.8% in % in

3 Belgian Tourists Visiting Malta During year 2014, Malta received 31,399 tourists from Belgium, recording an increase of 8.5% when compared to year Belgium had a share of 1.9% out of total inbound tourists visiting Malta. Over a 7-year span ( ), inbound tourists from Belgium registered an average annual growth rate of 2.5%. Inbound Tourists from Belgium 35,000 30,000 25,000 26,456 26,619 23,746 24,296 31,742 27,279 28,948 31,399 20,000 15,000 10,000 5,

4 Guest Nights of Belgian Tourists With an average length of stay of 7.3 nights, 230,309 nights were generated by Belgian tourists. This represents an increase of 2.6% when compared to year Over a 7-year span ( ), guest nights by Belgian tourists increased by an average annual growth rate of 2.0%. Guest Nights spent by Belgian tourists 250, , , , , , , , , , , ,000 50,

5 Expenditure of Belgian Tourists In year 2014, Belgian tourists generated 31.3 million worth of expenditure. This represents an increase of 12.3% when compared to year All expenditure categories recorded an increase; the largest percentage increase was recorded by non-package expenditure on accommodation. 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 Expenditure by Belgian Tourists ( 000s) 31,333 29,098 25,695 25,799 27,902 22,464 20,961 21, Non-package expenditure ( 000s) Package Air/sea fares Accomm Other expenditure Total ,783 2,848 2,192 7,977 25, ,892 3,224 2,864 8,922 27, ,822 3,290 3,694 10,526 31,333 % Change 14/13 7.2% 2.0% 29.0% 18.0% 12.3% 5

6 Purpose of Visit Holiday remains the main purpose of visit accounting for 74.9% of total Belgian visits. A further 7.8% visited friends and relatives. 9.7% of Belgian tourists visited Malta for business reasons. This recorded a decline of 7.3% when compared to the previous year. 9.7% Belgium by Purpose of Visit Year % 7.6% 74.9% Holiday Business VFR Other Belgian by Purpose of Visit Abs. Chg. 2014/2013 % Change 2014/2013 Holiday 19,898 20,660 23,507 2, % Business 3,649 3,300 3, % VFR 2,211 2,353 2, % Other 1,521 2,635 2, % Total 27,279 28,948 31,399 2, % 6

7 Air Seat Capacity and Passenger Movements from Belgium Number of seats 115, , , , ,253 99, ,153 Share of total seats 2.7% 2.5% 2.2% 2.4% 2.2% 1.9% 2.0% Number of passengers Share of total passengers 82,358 70,216 73,282 84,371 79,903 82,535 89, % 2.4% 2.2% 2.4% 2.2% 2.1% 2.1% Load Factor 71.0% 65.8% 71.7% 75.8% 78.9% 82.7% 82.1% Source: MIA Belgian Passengers and Seat Capacities Seats Passengers 140, , , , , , ,253 99, , ,000 80,000 60,000 40,000 82,358 70,216 73,282 84,371 79,903 82,535 89,568 20, Belgian Year

8 Airports of Departure MIA Passenger Movements by Airport - Belgium Year 2014 Year 2013 % Change Brussels 89,568 82, % Source: MIA Brussels was the main airport of departure. During 2014, passenger movements from Belgium increased by 8.5% when compared with the same period last year. Belgian Year

9 Market Profile Key Findings The results of this survey are based on a sample of 416 respondents, residing in Belgium. Part 1: Socio-Demographic Profile of the Belgian Tourist 9

10 Region of Residence Main Regions of Residence Belgium: Year 2014 In 2014, the large majority of Belgian tourists visiting Malta came from: Oost-Vlaanderen Antwerpen Flemish Brabant Brussels West Vlaanderen Wallon Brabant Hainaut Limburg Liege Luxembourg Namur Antwerp (18.7%) - West Flanders (15.5%) - Brussels (14.2%) - Flemish Brabant (13.5%) - East Flanders (11.4%) - Walloon Brabant (6.5%) Per cent 10

11 Socio-Demographics Year 2014 Year 2013 Gender: Male Female Marital Status: Single Married / living together Divorced / separated Widowed

12 Age Under years & over Age Groups Belgium Year 2014 Year Percent During year 2014, Belgian tourists participating in this survey were on average 51.3 years of age. The largest age bracket comprised tourists between 55 to 64 years with a share of 25.9%. This was closely followed by the age bracket with a share of 25.3%. One fifth of respondents were over 65 years of age. This stood significantly higher than last year whereby one tenth of respondents were over 65 years. Average Age: Year 2013 Year years 51.3 years 12

13 Occupation & Net Income Year 2014 Year 2013 % % Director Manager Office/retail worker Professional Skilled worker/ tradesman Manual worker Self-employed Student Housewife Unemployed Retired As in the previous year, the larger share of respondents were office or retail workers with a share of 33%. Around one fourth of Belgian respondents occupied top managerial positions as directors or managers or professionals. This stood at 29.1% in year Slightly more than one fourth of respondents (26.3%) were retired individuals. Belgian respondents earned an average net income of 2,351 per month. Average Net Income per Month: 2,351 13

14 Readership Commonly read newspapers include the daily versions of: De Standaard Het Laatste Nieuws (HLN) Le Soir Het Nieuwsblad De Morgen The magazines which scored the highest readership were: Knack Libelle Humo Flair Dag Allemaal (Base 100%) 14

15 Internet Access Year 2014 % Year 2013 % Access to internet (multiple response) - From home From work From other pc Main websites accessed regularly (base 100%) Google 25.0% 27.8% Facebook 14.2% 17.4% Hotmail 4.4% 4.8% Booking 3.2% - Nieuwsblad 2.7% - Yahoo 2.5% - HLN 2.2% 1.7% Reizem 2.2% - 15

16 Internet Usage Year 2014 % Year 2013 % Internet usage for travel (multiple response) Search for travel information online 96.5% 97.0% Book travel online 81.0% 79.1% Travel booking websites (base 100%) Booking 28.6% 20.9% Neckerman 10.1% 12.3% Jetair 6.5% 6.0% Thomascook 5.7% 5.5% Trip Advisor 4.8% 6.8% Sunjets 3.8% 3.8% Sunweb 3.4% - Ryanair 2.3% 3.8% Connection 1.7% - 16

17 France Spain Italy Greek Islands Portugal Turkey Malta Canary Islands Germany USA Croatia Austria Belgium Canada Last Two Holidays Last Two Holidays Year 2014 (Most Mentioned destinations Base 100%) 16% 14% 12% 10% 8% 6% 4% 2% 0% 13.6% 9.0% 8.5% 5.0% 4.4% 4.4% 4.1% 4.0% 3.5% 2.8% 2.6% 2.1% 2.1% 1.6% Prior to visiting Malta, most respondents took their last two holidays in France, Mainland Spain and Italy. Other preferred destinations among respondents were the Greek Islands, Portugal and Turkey. Malta featured as the 7 th top holiday destination visited prior to the current visit. 17

18 Spain Italy Canary Islands Greek Islands Greece Portugal France Cyprus Sicily (Italy) Turkey Corsica (France) Croatia Balearic Islands Morocco Madeira (Portugal) Competing Destinations 14.0% 12.0% 10.0% 8.0% 6.0% 4.0% 2.0% 0.0% 11.6% 8.4% Main countries considered prior to choosing Malta Year 2014 (Base 100%) 7.3% 7.1% 6.8% 6.4% 5.0% 3.6% 3.6% 3.6% 3.2% 3.0% 2.5% 2.5% 2.3% Mainland Spain and Italy were the top destinations considered by respondents prior to choosing Malta. The Canary Islands and the Greek Islands also featured high in the short-list. 18

19 Part 2: Journey to the Maltese Islands 19

20 Sources of Influence (Multiple Response) Year 2013 Year 2014 Peak 2014 Offpeak 2014 Newspaper/magazine advert Newspaper/magazine article Recommendation by travel agent Travel guide Tour operator brochure Recommendation by family/friends Travel show/fair Internet Previous visit TV advert/programme Promotional material In year 2014, recommendation by family and/or friends ranked as the top source of influence for Belgians surveyed tourists visiting Malta, influencing 35% of respondents. Although word of mouth recommendation ranked as the top influential source of influence both during the peak and off-peak months, its influence was stronger during the peak months of April to September. One fourth of respondents were influenced to visit Malta through the internet; this also stood higher during the peak months. With a share of 18.8%, the tour operator brochure ranked as the third most important source of influence. Further analysis shows that the tour operator brochure was more influential during the offpeak months. 20

21 Reason for Choosing Malta As in the previous year, Belgians were primarily motivated to visit Malta as its agreeable climate, novelty and history and culture. Cost/value for money was another important motivator for one fourth of Belgian participating in this survey. Further analysis indicates that the top four motivators do not vary between the peak and offpeak months. Reasons for choosing Malta Year 2013 Year 2014 Peak 2014 Offpeak 2014 New place to go Result of previous visit Agreeable climate History/culture Accessibility Recommended by friends/relatives Cost/value for money English spoken widely Only place available Maltese hospitality Other reason

22 % Type of Booking Arrangement Type of Booking Arrangement Year 2014 Year A package Non-package Partly package/partly non-package The larger share of Belgian respondents (61.7%) bought a package trip to come to Malta. Around three out of ten respondents booked their trip to Malta independently. Around 7.1% decided to make their travel arrangements partly with a tour operator and partly independently. 22

23 Type of Booking Arrangement Package Non- Package Partly Package/ Partly Non-package Total Share of total 61.7% 31.2% 7.1% 100.0% Number of respondents N=251 N=127 N=29 N=407 Booking operator: Tour operator/travel agency 81.7% 15.7% 58.6% 59.5% Directly with suppliers 0.8% 63.0% 17.2% 21.4% Exclusively internet-based travel operator 17.5% 33.1% 34.5% 23.6% Booking arrangement: Flight 86.9% 98.4% 96.6% 91.2% Vehicle hire 2.4% 18.9% 13.8% 8.4% Accommodation 82.9% 89.8% 93.1% 85.7% Site/attraction visits 10.4% 5.5% 17.2% 9.3% Transfers 53.0% 22.0% 62.1% 44.0% Event tickets 0.8% 0.0% 3.4% 0.7% 23

24 Booking Arrangement Package Trips Around three out of five Belgian respondents bought a package trip to visit Malta. The larger share of package holidays were bought from a tour operator or travel agent whilst 17.5% were bought from an exclusively internet-based travel operator. The package mainly included flight, accommodation and transfers. Non-Package Trips 31.2% of respondents made booking arrangements for the Malta trip independently. Of these, 36.0% booked directly with suppliers. One third of non-package trips were booked with an exclusively internet-based travel operator. 15.7% of non-package trips were booked with a tour operator/travel agency. Travellers opting for non-package type of arrangement mostly booked flight and accommodation. Partly Package/Partly Non-Package Trips Around 7.1% decided to make their travel arrangements partly with a tour operator and partly independently. Travel Operators The main Belgian travel operators were Neckermann (33.1%), Thomas Cook (17.5%), Jet Air (14.4%) and Lauwer Reisen (6.3%). 24

25 % Internet Booking for the Malta Trip Belgium: Internet Bookings for the Malta Trip Year 2014 Year 2013 Booking arrangement of internet bookers: Package 45.0% 100 Non-Package 47.2% Partly Package/Partly Nonpackage 7.8% TOTAL 100.0% 20 0 Yes No During the year 2014, around 58% of total respondents booked their trip to Malta or part of their trip online. Survey results indicate that the share of online bookings decreased by 4.2 percentage points when compared to year Online bookings were mostly made for non package type of trips, with a share of 47.2%. 25

26 Type of Internet Booking Package Non-Package Partly Package/ Partly Non-package Total Internet booking: YES 42.1% 87.9% 64.3% 57.9% Number of internet bookers N=104 N=109 N=18 N=231 Internet booking made with: Tour operator/travel agency 59.6% 6.4% 38.9% 32.9% Directly with suppliers 1.9% 69.7% 22.2% 35.5% Exclusively internet-based travel operator 40.4% 37.6% 50.0% 39.8% Online booking arrangement: Flight 88.5% 99.1% 94.4% 93.9% Vehicle hire 4.8% 20.2% 16.7% 13.0% Accommodation 85.6% 87.2% 72.2% 85.3% Site/attraction visits 4.8% 4.6% 5.6% 4.8% Transfers 54.8% 22.0% 55.6% 39.4% Event tickets 1.0% 0.0% 5.6% 0.9% 26

27 Type of Arrangement of Internet Bookers 57.9% of all respondents booked the Malta trip or part of their trip online. Online non-package trips: 89.7% of non package trips were booked online. 69.7% of online non-package bookings were made directly with suppliers. 37.6% of online non-package bookings were done with an exclusively internet-based travel operator. Travel items booked online mostly included flight and accommodation. Online package trips: 42.1% of package trips were bought online. The larger share of online non-package trips (59.6%) were done with a tour operator or travel agency. Online partly package/partly non-package trips: 64.3% out of those respondents who bought part of their trip independently and part of their trip as a package, made online travel arrangements. Half of online bookers, booked with an exclusively internet-based travel operator. Internet-based travel operators: The main internet-based travel operators were Booking, Sunweb, Sunjets, Expedia and Ebooker. 27

28 % Timing of Booking and Decision Timing of Decision and Reservation Belgian Year Decision Booking Less than 1 week to 3 weeks 1 month 2 to 3 months 4 to 6 months Over 6 months In year 2014, 30.4% of Belgian respondents decided to travel to Malta two to three months prior to departure date. Around one fourth took their decision to travel to Malta four to six months in advance while 18.3% took their decision over six months in advance. Booking arrangements were done closer to departure date with 28.6% booking their Malta trip one month or less in advance compared to 25.4% who decided to travel to Malta within the same time frame. 28

29 Airports of Departure Main Airports of Departure Belgium Year 2014 Brussels - Zaventem 91.3 During year 2014, Brussels Airport was the main airport of departure of Belgian tourists participating in this survey. Eindhoven 4.1 Luxembourg 1.4 Amsterdam 0.7 Frankfurt (Germany) 0.7 Dusseldorf 0.7 Paris (unspecified) Percent 29

30 Airline Used to Travel to Malta 6.1% 4.4% 84.2% In year 2014, 84.2% of Belgian respondents travelled to Malta via Air Malta. 6.1% used Brussels Airlines whilst 4.4% travelled with Ryanair. SN Brussels received the highest number of very good and good ratings with a share of 96.0%. This was closely followed by Air Malta with a positive share of 93.6%. Rating of Airline: Total (N=410) Air Malta (N=345) SN Brussels (N=25) Ryanair (N=18) Very good 30.5% 29.3% 48.0% 5.6% Good 63.4% 64.3% 48.0% 83.3% Average 5.6% 5.8% 4.0% 11.1% Poor 0.5% 0.6% 0.0% 0.0% Unacceptable 0.0% 0.0% 0.0% 0.0% Very good + Good 93.9% 93.6% 96.0% 88.9% 30

31 Part 3: Experiencing the Maltese Islands 31

32 Type of Visit Breakdown of respondents by type of visit: % Average length of stay Malta only 89.9% 8.1 nights Gozo only 3.7% 8.3 nights Two/three centre stay 6.4% 10.1 nights Total number of respondents who slept in the Maltese Islands 100.0% 8.2 nights The total average length of stay of Belgian respondents stood at 8.2 nights. The large majority (89.9%) slept in Malta only, with an average length of stay of 8.1 nights. 3.7% of surveyed respondents engaged in a Gozo-only stay with an average length of stay of 8.3 nights. Around 6.4% of respondents took on a 2 or a 3-centre stay with an average length of stay of 10.1 nights. 32

33 Visit to Malta Year 2014 % Year 2013 % Experience of Malta: First visit Repeat visit Number of previous visits: 1 time to 3 times to 6 times times and over Out of previous visitors: Visited Gozo Been on a cruise trip to Malta

34 Percent Length of Stay Duration of Visit Belgian Year to 3 nights to 7 nights 8 to 14 nights Over 14 nights Total Malta (N=406) Malta Region (N=391) Gozo N=41 The larger share of respondents (65.0%) spent 4 to 7 nights in the Maltese Islands. Around 2.2% of total respondents spent a short break of 1 to 3 nights. Short break stays of 1 to 3 nights stood highest in Gozo with a share of 26.8% out of those spending one night or more in Malta s sister island. 34

35 Type of Accommodation Used Accommodation Used by Belgian Tourists Year star hotel 4 star hotel 3 star hotel 2 star hotel Guesthouse/hostel % of respondents stayed in collective accommodation establishments, mostly within 4-star and 5-star hotels. Around 7.5% opted to use private or rented accommodation staying in selfcatering apartments, farmhouses, villas, with friends or relatives or with host families. SC/apartment Farmhouse/villa Host families Friends and Own private residence Percent 35

36 Basis of Accommodation Basis of Accommodation Year 2014 Year 2013 Bed only Bed and breakfast Half board Full board All Inclusive Self-catering In year 2014, bed and breakfast was the preferred basis of accommodation for the larger share of Belgian respondents. A decline in market share can be noted in half board basis when compared to year This was the preferred basis of accommodation in year During the survey period, 14.4% of Belgians opted for all inclusive basis of accommodation. Timeshare Percent Belgium Market Profile Year

37 Localities Stayed In Belgian Year 2014 Locality Stayed In St. Julians Qawra Sliema Mellieha Gzira St Paul s Bay area was the preferred area of accommodation for 22.8% of respondents closely followed by St Julian area with a share of 21.8%. In fact, St Julians was the preferred locality of accommodation followed by Qawra. Together, these two areas of accommodation attracted 44.6% of Belgian respondents. Floriana Valletta Over one fifth of respondents stayed in Sliema area. Marfa Marsaskala Area of Accommodation: % Golden Bay 1.0 St Paul's Bay area 22.8 St. Paul s Bay Bugibba Mdina Msida Salina Total Gozo Percent St Julians area 21.8 Sliema area 22.1 Mellieha/Northern area 15.1 Valletta/Floriana 8.9 Gozo/Comino 5.0 South area 2.5 Attard/Rabat/Mdina area

38 Travelling Party Year 2014 (%) Year 2013 (%) Alone With spouse/partner With family With friends In an organised group With business associates nil nil Average number of people in travelling party 2.5 people 2.5 people Belgium Market Profile Year

39 Activities Engaged In Survey results indicate that during their stay Belgian respondents engaged in a variety of activities. Top activities by Belgian respondents include visiting historical sites, churches, walking/hiking, dining and walking. BELGIAN YEAR 2014 Total Peak Offpeak Total Peak Offpeak Sport/Outdoor Activities: % % % Recreational Activities: % % % Swimming Spa/wellness Diving Shopping Other watersports Nightlife/clubbing Walking/hiking Dine at restaurants Golf Casino Attend sports events Cinema Participate in sports events Cultural Activities: % % % Attend cultural events: % % % Go sightseeing Theatrical performance Visit historical sites Dance Visit museums Opera Visit churches Music/concert Visit arts/crafts sites Festas/folk/festival Visit local produce sites Visual arts Belgium Market Profile Year

40 Localities Visited in Malta (Multiple Response) Year 2014 (%) Year 2013 (%) Valletta Mdina/Rabat Three Cities Marsascala Mellieha Sliema St Julians Paceville St Paul's Bay/Bugibba/Qawra Dingli Marsaxlokk Mosta Hagar Qim/Mnajdra Wied iz-zurrieq/blue Grotto Belgium Market Profile Year

41 Gozo Visit Year 2014 Year 2013 Been to Gozo 73.6% 71.7% Type of Gozo Visit Belgium 2014 Year 2014 Year 2013 In year 2014, over seven out of ten of Belgian surveyed respondents have been to Gozo. A day trip to Gozo Of these, the majority were day-trippers (86.4%). 1.0% had an overnight stay while 12.6% spent more than one night in Gozo. One night stay More than one night Per cent Belgium Market Year

42 Localities Visited in Gozo (Multiple Response) Year 2014 (%) Year 2013 (%) Citadel/Victoria Marsalforn Xlendi Ggantija Dwejra/Azure Window Ta' Pinu Basilica Ramla Bay Other Belgium Market Profile Year

43 Comino Visit Around one fourth of Belgian tourists participating in this survey in year 2014 paid a visit to Comino during their stay in the Maltese Islands. Year 2013 Year 2014 Visit to Comino Yes No % 50% 100% Belgium Year

44 Expenditure Belgium Year 2014 Per stay Per day Cost of holiday booking Expenditure during stay Cost of holiday booking includes: % Flight 95.2 Accommodation 90.7 Excursions 13.2 Transfers 48.6 Vehicle hire 6.9 Other 3.6 Belgian Year

45 Percent Hospitality of the Local People Hospitality of the Local People Year 2014 Year Very Good Good Not so Good Poor Very Poor Most Belgian respondents were satisfied with the high levels of hospitality that Maltese and Gozitan people have offered. In year 2014, around nine out of every ten respondents assigned positive ratings (40.5% very good % good). Belgium Year

46 Recommend Malta 95.6% of respondents would recommend Malta Recommend YES (Multiple Responses based on 300 respondents, 71.2% out of total respondents) 1. Good weather 2. Culture, history, architecture, tradition 3. Good experience, nice atmosphere, lovely 4. Interesting things to do, variety 5. Nice landscape nature 6. Maltese people (friendly, helpful, hospitable) 7. Relaxing peaceful enjoyable 8. Good for swimming 9. Good value good price 10. Worthseeing 11. Original particular unique 12. Good food 13. Adventure 14. Close, short flight 15. English speaking Out of total comments generated, 96.1% were positive while 3.1% were negative. Belgium Year

47 Intend to Visit Malta Again Year 2013 Year 2014 Intention to Visit Malta Again Belgian Year 2014 Yes, 59.8 Yes, 63.9 No, 40.2 No, 36.1 The majority of Belgian respondents intend to visit Malta again. Around 46% of respondents intend to visit Malta again within the next two years Percent Year 2014 % Year 2013 % When to visit again: In less than one year In 1 year to 2 years In 3 years to 4 years In 5 years or more Belgium Year

48 Tourists associate Malta with: 87.7% out of total respondents provided feedback. A total of 1,005 words were generated. Belgium Year