Netherlands MARKET PROFILE

Transcription

1 Netherlands MARKET PROFILE Year 2013 Results of a survey carried out between January to December 2013 Malta Tourism Authority Research Unit Market Support & Development

2 Market Dynamics January to December 2013 Source: NSO Total Dutch Market Absolute Change (Netherlands) 13/12 Percentage Change (Netherlands) 13/12 Tourist Departures 1,582,153 41,486 2, % Nights spent 12,890, ,891 18, % Average length of stay Expenditure ( 000s) Av. Expenditure per capita ( ) Constant Constant 1,440,379 38,258 2, % % In 2013, Netherlands s share out of total visits stood at 2.6% During year 2013, a total of 41,486 Dutch tourists visited Malta, recording an increase of 5.9% when compared to year 2012.

3 Dutch Tourists Visiting Malta ,000 Inbound Tourists from Netherlands ,000 37, ,049 36,920 33,418 33,425 38,897 39,191 41,486 30,000 20,000 10, Source: NSO In year 2013, inbound tourists from Netherlands amounted to 41,486, registering an increase of 2,295 tourists (or +5.9%) when compared to year Over a 6-year span ( ), inbound tourists from Netherlands recorded an average annual growth rate of 1.3%.

4 Guest nights of Dutch Tourists Guestnights by Dutch Tourists , , , , , , , , , , , , Source: NSO In year 2013, Dutch tourists spent a total of 339,891 nights, registering an increase of 18,465 nights (or +5.7%) when compared to year The average length of stay remained constant at 8.2 nights.

5 Expenditure of Dutch Tourists In year 2013, Dutch tourists generated 38.3 million worth of expenditure. This represents an increase of 7.7% (or 2.7 million) when compared to year During year 2013, tourist expenditure recorded increases in all expenditure categories. 40,000 35,000 30,000 25,000 20,000 15,000 10,000 5, ,221 Expenditure by Inbound Dutch Tourists (in '000s Euros) ,552 32,249 28,305 32,476 35,167 35,517 38, Source: NSO Non-package expenditure ( 000s) Package Air/sea fares Accommodation Other expenditure Total ,662 3,378 3,624 14,502 35, ,444 3,506 3,400 14,166 35, ,074 3,698 3,723 14,763 38,258 % Change 13/ % 5.5% 9.5% 4.2% 7.7%

6 Purpose of Visit Dutch Tourists by Purpose of Visit Year 2013 Year 2012 Holiday remains the main purpose of visit for eight in every ten respondents. Holiday Business 8.1% 8.1% 81.7% 79.8% Business travel accounted for 8.1% of total respondents. VFR Other 5.5% 7.4% 4.7% 4.7% 0% 20% 40% 60% 80% 100% Source: NSO Dutch Tourists by Purpose of Visit Absolute Change 2013/2012 % Change 2013/2012 Holiday 31,430 31,288 33,887 2, % Business 2,681 3,174 3, % VFR 2,843 2,896 2, % Other 1,944 1,832 1, % Total 38,897 39,191 41,486 2, %

7 MIA Passenger Movements by Airport Netherlands Two-Way MIA Data Year 2013 Year 2012 Abs Change % Change Pax 102,596 95,733 6, % Seats 122, ,115 5, % Flights % Load Factor 84.0% 81.7% 2.2 % pts. MIA Pax Movements Most Serviced Airports Market Share Year 2013 Market Share Year 2012 During year 2013, MIA passenger movements indicate an increase of 7.2% equivalent to 6,863 more two-way passengers or 3,431 more one-way passengers. Amsterdam Schiphol 66.4% 68.7% Eindhoven 33.6% 31.3% TOTAL 100.0% 100.0% Source: MIA Amsterdam Schiphol remained the main airport of departure for two in every three respondents. Eindhoven was the chosen airport for the remaining third of respondents.

8 Market Profile Key Findings The results of this survey are based on a sample of 193 respondents, residing in Netherlands. Data was collected during the period January to December 2013.

9 Part 1: Socio-Demographics

10 Region of Residence Region of Residence South Holland 24.5 North Holland North Brabant Gelderland Utrecht Limburg Groningen Drenthe Overijssel During 2013, one fourth of Dutch surveyed tourists visiting Malta came from South Holland followed by 22% of respondents came from North Holland. Friesland 2.7 Zeeland 1.6 Flevoland %

11 Socio-Demographics Year 2013 % Year 2012 % Gender Male Female Marital Status Single Married/Living together Divorced/separated Widowed

12 Age Netherlands: Age Groups Year 2013 Year 2012 Under Over 65 years % Average Age: Year 2013: 49 years Year 2012: 50 years During 2013, Dutch surveyed tourists visiting Malta were on average 49 years old. The largest age bracket comprised tourists aged between 45 to 54 years representing a larger share of respondents than the previous year. In addition, in 2013, a greater share of respondents were aged years whilst a lower share of respondents were over 65 years old. During Spring/Summer, a younger tourist visited Malta with an average age of 47 years. The average age went up to 55 years for those respondents visiting Malta during Autumn/Winter.

13 Occupation & Net Income Full-time Occupation Director Manager Office / retail worker Professional Skilled worker / Tradesman Manual worker Self-employed % of respondents were office/retail workers whilst 19% were retired. An additional 13.5% of respondents occupied a professional/ managerial occupation. Student 4.3 Housewife Unemployed Retired Dutch tourists visiting Malta during 2013 earn an average of 2,145 per month. Percent Net Income per month: 2,145

14 Readership Commonly read newspapers include the daily versions of: De Volkskrant (16.2%) De Telegraaf (14.6%) AD (9.6%) NRC Handelsblad (8.6%) Algemeen Dagblad (4.5%) NRC.next (4.5%) Trouw (4.5%) The magazines which scored the highest readership were: Libelle (9.2%) Linda (5.3%) Margriet (4.4%) Quest (4.4%) Elsevier (2.9%) Flair (2.4%) Kampioen (2.4%)

15 Internet Access Year 2013 % Year 2012 % Access to internet: - From home From work From other pc No access Website accessed on a regular basis: - Google Nu.nl Facebook Buienradar Weeronline Msn Marktplaatz Startpagina

16 Internet Usage Year 2013 % Year 2012 % Internet Usage: - Search for travel info online Book travel online Website used for booking purposes: - Booking.com Sunweb Kras.nl Arke D-Reizen Vakantieveilingen.nl Zoover Neckermann

17 Last two holidays Last Two Holidays - Main Countries Percent France Italy Netherlands Malta Spain Germany Canary Islands Austria England Turkey Greek Islands Portugal Israel Prior to visiting Malta, most respondents took their last two holidays in France followed by Italy, the Netherlands and Malta.

18 Competing destinations Main Countries Considered Prior to Choosing Malta Percent Greece Portugal Spain Canary Islands Italy Cyprus Greek Islands Egypt Turkey France Madeira (Portugal) Balearic Islands Sicily (Italy) Greece, Portugal and Spain were the top destinations considered by Dutch tourists prior to choosing Malta. These were followed by the Canary Islands and Italy.

19 Part 2: Journey to the Maltese Islands

20 Sources of Influence (Multiple Responses) Year 2013 (%) Year 2012 (%) Peak 2013 (%) Off Peak 2013 (%) Newspaper/magazine advert Newspaper/magazine article Recommendation by travel agent Travel guide Tour operator brochure TIO literature Recommendation by friends/family Travel show/fair Internet The internet remained the main source of influence, influencing a larger share of respondents (42%). Similar to the previous year, the word-of-mouth recommendation and the previous visit remained the second and third main sources of influence. Further analysis indicates that the internet was the main influential source for both the peak seasons (spring/summer), and the off-peak seasons (autumn/winter). Previous visit TV advert TV programme Promotional material Radio

21 Reason for Choosing Malta (Multiple Responses) Year 2013 (%) Year 2012 (%) Peak 2013 (%) Off Peak 2013 (%) 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 Two in every three respondents were motivated to visit Malta for its climate. Novelty was the second main motivator for 46% of respondents. Malta was also chosen for its history/culture and value for money. Additional analysis confirms that the main four motivators remained the same during the peak (Spring/Summer) and offpeak (Autumn/Winter) seasons.

22 Type of Booking Arrangement Type of Booking Arrangement Year 2013 Year 2012 A package Non-package (separate bookings for each travel element) Partly package/partly nonpackage Percent - In 2013, three in every five respondents bought a package trip whilst 28% of respondents bought a non-package trip. - Package trips were mostly bought from tour operators/travel agents. - Non-package trips were mostly booked directly with suppliers.

23 Type of Booking Arrangement Package Non- Package Partly Package/ Partly Non- Package Total Share of Total 65.8% 28.4% 5.8% 100.0% Booking Operator: (N=125) (N=54) (N=11) (N=190) Tour operator/travel agent 65.6% 13.0% 45.5% 49.5% Directly with supplier 1.6% 77.8% 0.0% 23.2% Exclusively internet-based operator 35.2% 31.5% 63.6% 35.8% Booking Arrangement: Flight 94.4% 100.0% 100.0% 96.3% Vehicle hire 8.0% 25.9% 36.4% 14.7% Accommodation 94.4% 79.6% 100.0% 90.5% Site/attraction visits 10.4% 7.4% 18.2% 10.0% Transfers 72.0% 20.4% 81.8% 57.9% Event tickets 0.8% 0.0% 0.0% 0.5%

24 Type of Booking Arrangement Package Two thirds of package holidays were bought from a tour operator/travel agent. 35% of package holidays were bought from an exclusively internet-based operator. The package mainly included flight, accommodation and transfers. Non-package 78% of non-package trips were booked directly with suppliers. Three in every ten non-package bookings were booked from exclusively internet-based operators. Travellers opting for non-package type of travel arrangement mostly booked flight and accommodation. One fourth of respondents booked vehicle hire whilst an additional one fifth of respondents booked transfers. Travel Operators Kras and Arke were the most mentioned tour operators/travel agent. Others include: Neckermann, D-Reizen and Calsedon. Booking.com was the most mentioned internet-based travel operators. Others include: Calsedon, Krasreizen, Elizawashere, Expedia and Sunweb.

25 Internet Booking for the Malta Trip 90.0 Internet Bookings for the Malta Trip Booking Arrangement of Internet Bookers % Year % Year % 32.9% 6.3% 60.8% A Package 10.0 Non-package (separate bookings for each travel element) 0.0 Yes Partly package, partly non-package Over eight in every ten Dutch surveyed tourists booked their Malta trip online. The share of online bookings registered an increase when compared to year Three in every five internet bookers booked a package whilst one third of internet bookers booked a non-package trip.

26 Type of Booking Arrangement of Internet Bookers Package Non- Package Partly Package/ Partly Non- Package Total Internet Booking: YES 77.4% 96.3% 90.9% 83.6% Internet Booking made with: (N=96) (N=52) (N=10) (N=158) Tour operator/travel agent 56.3% 9.6% 40.0% 39.9% Directly with supplier 2.1% 80.8% 0.0% 27.8% Exclusively internet-based operator 45.8% 32.7% 70.0% 43.0% Internet Booking Arrangement: Flight 89.6% 98.1% 100.0% 93.0% Vehicle hire 9.4% 23.1% 30.0% 15.2% Accommodation 89.6% 78.8% 100.0% 86.7% Site/attraction visits 7.3% 7.7% 20.0% 8.2% Transfers 74.0% 25.0% 80.0% 58.2% Event tickets 1.0% 1.9% 0.0% 1.3%

27 Type of Booking Arrangement of Internet Bookers Over four in every five respondents booked travel online. Non-Package The large majority (96%) of non-package type travellers booked their trip online. Four in every five non-package internet bookings were booked directly with suppliers whilst one third of non-package internet bookings were booked with exclusively internet-based operators. Travel items booked mostly include flight and accommodation. Transfers and vehicle hire were booked by 25% and 23% of respondents respectively. Package Over three in every four package type travellers booked their trip online. 56% of online package trips were booked with tour operators/travel agents whilst 46% of online package trips were booked with exclusively internet-based operators. Travel items included in a package were mainly flight, accommodation and transfers.

28 Decision and Booking arrangements Timing of Decision and Reservation Decision Booking % less than one week 1 to 3 weeks 1 month 2 to 3 months 4 to 6 months Over 6 months - One third of respondents decided to travel to Malta 2 to 3 months in advance; for 32% of Dutch surveyed tourists the Malta trip was planned over 4 months in advance. - Late booking arrangements accounted around one in every five respondents, making their reservations 3 weeks or less prior to departure.

29 Airport of Departure Main Airports of Departure Year 2013 Year 2012 Schiphol (Amsterdam) Eindhoven Dusseldorf Brussels Frankfurt Similar to last year, in 2013, Amsterdam Schiphol was the main airport of departure for the majority of respondents. One in every ten respondents chose to travel by Ryanair airline from Eindhoven airport %

30 Part 3: Experiencing the Maltese Islands

31 Type of Visit Breakdown of respondents by type of visit: % Average Length of Stay Malta only 86.6% 8.5 Gozo only 5.9% 7.6 Comino only 0.0% n/a Two/three centre holiday 7.5% 14.2 Total number of respondents who slept in the Maltese Islands 100.0% The majority (87%) slept in Malta only, with an average length of stay of 8.5 nights % of all Dutch surveyed tourists slept in Gozo only % of total respondents took on a two/three centre stay in Malta, Gozo and Comino.

32 Visit to Malta Year 2013 % Year 2012 % Experience of Malta: First visit Repeat visit Number of previous visits (N=46): 1 time to 3 times to 6 times times and over

33 Length of stay Duration of Visit (in Malta) Year 2013 Year % to 3 nights 4 to 7 nights 8 to 14 nights Over 14 nights - Dutch surveyed tourists spent an average of 8.9 nights in the Maltese island. - When compared to the previous year, in 2013, around three in every five Dutch respondents spent 4 to 7 nights. 37% of respondents decided to stay on a 8 to 14 night stay. Short breaks accounted for only 2.3% of respondents.

34 Type of Accommodation Used Accommodation Used 5 Star hotel 4 star hotel 3 star hotel 2 star hotel % of total respondents used collective accommodation: 65.6% stayed in hotels and 22.2% stayed in other collective accommodation. Apart-hotel Guesthouse/hostel Self-catering flat/apt star hotel accommodation was the preferred type of accommodation for 36% of total respondents. Villa/farmhouse Friends/Relatives house Own private residence In 2013, 11.6% used private accommodation, mostly staying in self-catering accommodation. Other type of accommodation Percent

35 Locality Stayed In Locality of Accommodation St. Julians Qawra Sliema St. Paul s Bay Bugibba Gzira Marfa Mellieha Valletta Cirkewwa Attard Floriana Kalkara Marsaxlokk Pieta Senglea (Isla) Swieqi Xemxija Marsalforn (Gozo) Xlendi (Gozo) Ghasri (Gozo) Ghajnsielem (Gozo) Gharb (Gozo) Qala (Gozo) Sannat (Gozo) Xaghra (Gozo) Xewkija (Gozo) The large majority (92%) of respondents stayed in Malta whilst 7.3% stayed in Gozo. The three most popular areas of accommodation for Dutch respondents were St Paul s Bay area, Sliema area and St Julian s area. Localities grouped by Area Year 2013 (%) St Paul s Bay area 34.2 Sliema area 20.6 St Julian s area 20.1 Northern area 10.8 Valletta/Floriana area 3.8 South area 1.5 Attard/Mdina/Rabat area 0.5 Other 0.5 %

36 Basis of accommodation Basis of Accommodation Year 2012 Year 2013 Timeshare Self-catering All Inclusive Full Board In 2013, 56% of respondents stayed on bed and breakfast basis of accommodation representing a higher share of respondents when compared to the previous year. Half Board Bed and Breakfast 56.1 Bed only On the other hand, a decline in half board basis of accommodation was registered. %

37 Travelling party Year 2013 (%) Year 2012 (%) Alone With spouse/partner With family With friends In an organised group With business associates Average number of people in travelling party people 2.3 people

38 Activities Engaged In Overall, cultural activities were popular with Dutch surveyed tourists particularly the visiting of historical sites, churches and museums. Other activities engaged in included dining, shopping and swimming. Swimming and shopping were more common during the peak months of April to September. Visiting churches and arts/crafts sites and participating in sports events were preferred during the off-peak months of January to March and October to December 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 Climbing Casino Golf Cinema Attend sports events 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

39 Localities visited in Malta (Multiple Response) Year 2013 (%) Year 2012 (%) Valletta Mdina/Rabat Three cities Marsascala Mellieħa Sliema St Julian s Paceville St Paul s Bay/ Buġibba/ Qawra Dingli Marsaxlokk Mosta Ħaġar Qim/ Mnajdra Wied iż-żurrieq/ Blue Grotto The absolute majority of respondents visited Valletta. Other popular localities were Mdina/Rabat, Sliema and St Paul s Bay area.

40 Gozo visit Year 2013 Year 2012 Been to Gozo 76.2% 75.5% Type of Gozo Visit Year 2013 Year 2012 Three in every four respondents paid a visit to Gozo Four in every five Dutch surveyed tourists went to Gozo on a day trip. % A day trip A one night stay More than a one night stay The remaining 17% of respondents engaged in a more than a one night stay, representing a larger share of respondents when compared to the previous year.

41 Localities visited in Gozo (Multiple Response) Year 2013 (%) Year 2012 (%) Ċittadella/Victoria Marsalforn Xlendi Ġgantija Dwejra/Azure Window Ta Pinu Basilica Ramla Bay Other

42 Comino Visit Visit to Comino During 2013, a larger share of respondents paid a visit to Comino (37%). Year Yes No 67.1 Year % 50% 100%

43 Expenditure Per stay Per day Expenditure prior to departure Expenditure during stay Expenditure prior to departure includes: % Flight 98.8 Accommodation 93.6 Excursions 12.1 Transfers 55.5 Vehicle Hire 12.1 Other 5.2

44 Hospitality of the Local People Hospitality of the Local People Year 2013 Year % Very Good Good Not so Good Poor Very Poor The large majority of respondents (94%) were impressed with the high levels of hospitality that Maltese and Gozitan people have offered. Nonetheless, in 2013, a lower share of respondents assigned very good ratings to Maltese hospitality.

45 Experience in Malta Rating of the Malta Experience Year 2012 Exceeded Expectations Up to Expectations Below Expectations In 2013, Malta exceeded the expectations for a slightly higher share of respondents. Year In addition, Malta lived up to the expectations of half respondents. 0% 20% 40% 60% 80% 100%

46 Recommend Malta The large majority would recommend Malta - Yes Year 2013 Year 2012 Recommend Malta 93.0% 87.3% Why Yes (94.7% out of total recommendations) 1. Agreeable climate 2. Culture, history, architecture, tradition 3. Maltese hospitality 4. Interesting/variety of things to do 5. Good experience, nice atmosphere 6. Nice landscape, nature 7. Good for swimming 8. Good value for money 9. Relaxing, peaceful, enjoyable 10. Worth seeing 11. Great for diving, snorkeling 12. Good location 13. Nice accommodation

47 Intention to visit Malta again Intention to visit Malta again Year 2013 Year 2012 Intend to visit Malta again A larger share of respondents intend to visit Malta again. - In less than 1 year In 1 to 2 years - In 3 to 4 years - In 5 years or more % of these respondents intend to re-visit in 2 years or less %

48 Dutch tourists associate Malta with: Base 100%; N= 494 words Out of total Words generated 87.4% were Positive and 6.3% were Negative, 6.3% were Neutral