UK Market Report. Visit Finland Marketing Representative. Riitta Balza October

Transcription

1 UK Market Report Visit Finland Marketing Representative Riitta Balza October

2 Contents 1. Analysis of summer season Prospects for winter season Other important factors 4. Program themes and marketing themes 5. Free word / messages for the Finnish travel trade / Visit Finland

3 1. Analysis of summer season 2016 What factors have affected the results of the summer season, especially with regard to Finland? Reasons for the increase/decrease in overall outbound travelling from your market? Economic situation Brexit vote this summer had an impact on bookings as did the terrorist attacks. Travellers waited longer to make a decision and either stayed at home or chose so far safe or a beach destination like Canaries, Spain and Portugal for their family holiday. Also summer Olympics kept Brits at home or they headed for Rio. However, the biggest factor was the uncertainty of Brexit and what it would mean in terms of spending power. Summer figures for UK are disappointing and though Brexit contributes to some extent, it cannot explain it fully as at the same time the other Nordic countries gained growth from UK and the smaller niche operators are reporting plus figures for their sales for Finland. Changes in holiday periods/timing We run a couple of summer and autumn fam trips to encourage the operators to include more variety, especially in the culture side and think of the Northern Lights as a autumn products rather than winter one. Autumn is also much kinder in weather and mobility wise for 50+ group. New target groups +50 sector keeps growing as does the singles market.. More and more companies are offering special packages for these group. Special interest groups like hobby and culture groups.

4 1. Analysis of summer season 2016 Reasons for the increase/decrease in travelling to Finland? Campaign results We only had a very short and modest campaign with three niche operators and three regions. Too small to make an impact. Products or destinations that have been successful In a very small scale the summer nature activity products have created an interest, thanks to Outdoors Finland workshops and fams. Savonlinna Opera Festival, Sibelius Festival and wildlife watching packages continue to be the best sellers. Fly-drive is growing and there would be a much greater interest for escorted coach tour itineraries if there were more available. At present only Upitrek offers one but not with a guaranteed departure = they need minimum number to make it happen. According to operators the feedback has been great from those who have been on the tour. Cruises and varied cruise land itineraries are big sellers. Changes in demand Anything unusual whether it is the accommodation, activities or sights will appeal. Changes in distribution or accessibility UK is still, especially for Finland, mainly tour operator driven. Packages are bought directly from them. FIT with online bookings is growing and would grow even more if we had airlines like Ryanair and Easyjet offering flights to Finland, not only to Helsinki but for the other towns also (Tampere, Turku).

5 2. Winter season prospects What are the prospects for the coming winter season? The overall outlook of travelling to Finland for the coming winter? Increase/decrease Christmas packages nearly sold out. According to operators the season will be good with increased capacity. The winter activity sales Jan-Feb will be a challenge. Reasons for the expectations Christmas packages were sold before the Brexit, and as it is a once in a lifetime holiday for majority of families, the product remains strong. Winter activity holiday is a bit of a luxury so the exchange rate and economic uncertainty might hit this product harder. Hopefully the new direct flight capacity by norwegian.com and Monarch will help to keep the numbers steady for the winter. New products/prospects Luxury market has shown potential and interest for Finnish Lapland. Weddings and honeymoons could be the next big thing. New direct winter flights from London Gatwick to Rovaniemi (norwegian.com) and Kittilä (Monarch) will attract FIT sector. Finnair s new strategy to include leisure travel will hopefully also impact on the better relationship with the operators and increase in sales to Finland.

6 2. Winter season prospects Marketing opportunities TO cooperation Tour operators would welcome joint advertising. At the moment it is done with TUI Crystal and HOL with Regent Holidays. To keep the numbers up, more joint marketing activities are needed. Also support for TOP s own press trips and staff educationals. Consumer based activity like Destinations Show, Ski and Snowboard, Luxury Travel Show and +50 Travel Show presence together with operators would increase the visibility and knowledge of the country s appeal and tour operator packages available. Events This year we have not had a specific Visit Finland event. For next year there will be Nordic Matters in Southbank with themes like food and design plus sauna and wellbeing. There has also been talks about a joint Outdoors Finland, Culture Finland and FinRelax theme event. My suggestion is to have this in spring with a good chance to influence the summer and autumn = ruska / Northern Lights sales. Finland 100 will be a good platform to gain publicity and do something big. PR Should be part of all the activities to gain the publicity and they can also orchestrate the events as they have the contacts and good knowledge of available venues. Social media Should remain strong and its importance as a driving force and as an inspirational tool for sales should not be underestimated.

7 3. Other important factors New distribution channels Your suggestion on how to develop business with them: what needs to be done? More campaigns with online operators like Expedia UK, Opodo, Travelzoo, Travel Supermarket etc. Expensive but great way to increase the awareness and appeal for the country among the FIT sector. Keep a keen eye on new possibilities like big supermarkets/department stores starting they own travel distribution. To be more daring and less cautious could be a winner. Online channels Channels where Visit Finland should be present Expedia, Opodo, Tripadviser, Viator, Google. Airline pages. Suggestion of how to be present With joint campaigns and Google optimization.

8 3. Other important factors Competitors actions Which countries (our competitors) have been active Norway, Sweden, Iceland, Denmark Where have you seen their promotion Google, Tripadvisor, print advertising and TV. What was the main message/content of the communication With Norway Northern Lights and Hurtigruten cruises. Sweden with lifestyle including design, food and nature. Iceland Northern Lights, party place, affordable, unique landscape. Denmark happiest people in the world, hygge is a big word in the media at the moment. Competitors new products or activities with tour operators/sales channels Nothing noticeable.

9 4. Themes What program themes / marketing themes are the most interesting in your market area? Northern Lights still, sauna has had some great publicity lately. Also two great TV programmes Travel Man 48 Hours in Helsinki and Michael Portillo s Railway Journeys Helsinki & Tampere were wonderful introductions to Finnish summer, nature, silence and lake scenery. Hopefully these will boost the summer sales for What themes we still need development with? Why? Suggestions regarding product development? The whole Finnish HYGGE which is our nature, sauna, slow food, hospitality and certain Finnish quirkiness with accommodation concept that differs from stereotype hotel rooms and apartments = smaller luxury cottages, more clamping, caravanning, treehouses, renovated log cabins etc.

10 5. Free word What s hot right now on your market (BtoCand/or BtoB) BtoC all inclusive packages due to the falling pound. Safety aspect. Cruises and Long Haul travel. Individualism. BtoB to hold on to the market share on the fiercely competitive market. To come up with new ideas and be ahead of the game at all times. Something else that you would like to say to the Finnish travel trade or Visit Finland Be different. Dare take small risks. Be visible and most important of all communicate and offer impeccable service. Links: ABTA travel trends report 2016 Over-50s spend more on holidays, the young travel less (Travel Weekly )