GERMANY MARKET PROFILE

Transcription

1 GERMANY 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 German Market Absolute Change (Germany) 13/12 Percentage Change (Germany) 13/12 Tourist Departures 1,582, ,110 9, % Nights spent 12,890,268 1,255,420 54, % Average length of stay Expenditure ( 000s) Av. Expenditure per capita ( ) % 1,440, ,095 4, % % Germany s share out of total visits 9.5% in % in 2013 During year 2013, a total of 147,110 German tourists visited Malta, recording an increase of 7.0% when compared to year With a share of 9.3%, Germany ranked as the third largest source market following the UK and Italy.

3 German Tourists Visiting Malta ,000 Inbound Tourists from Germany , , , , , , , , , , , ,000 80,000 60,000 40, Source: NSO In year 2013, inbound tourists from Germany amounted to 147,110, registering an increase of 9,610 tourists (or +7.0%) when compared to year In addition, this reflects an increase of 21,300 tourists (+16.9%) when compared to year Over a 7-year span ( ), inbound tourists from Germany recorded an average annual growth rate of 2.3%.

4 Guest nights of German Tourists Guestnights by German Tourists ,400,000 1,200,000 1,165,884 1,099,252 1,268,844 1,072,508 1,093,633 1,127,521 1,200,873 1,255,420 1,000, , , , , Source: NSO In year 2013, German tourists spent a total of 1,255,420 nights, registering an increase of 54,547 nights (or +4.5%) when compared to year In addition, this reflects an increase of 89,536 nights (+7.7%) when compared to year The average length of stay declined from 8.7 nights in 2012 to 8.5 nights in 2013.

5 Expenditure of German Tourists In year 2013, German tourists generated million worth of expenditure. This represents an increase of 3.6% (or 5.0 million) when compared to year It also reflects an increase of 34.8 million (or +32.7%) when compared to During year 2013, tourist expenditure recorded increases in package and nonpackage expenditure. 160, , , ,000 80,000 60,000 40,000 20,000 0 Expenditure by Inbound German Tourists (in '000s Euros) , , , , , , , , Source: NSO ( 000s) Package Non-package expenditure Air/sea fares Accommodation Other expenditure Total ,828 8,501 6,980 31, , ,351 14,069 12,691 43, , ,450 14,225 13,924 42, ,095 %Change 13/12 6.2% 1.1% 9.7% -1.2% 3.6% %Change 13/ % 67.3% 99.5% 37.0% 32.7%

6 Purpose of Visit German Tourists by Purpose of Visit Year 2013 Year 2012 Holiday remains the main purpose of visit for eight in every ten respondents. Holiday Business 6.2% 6.2% 81.1% 80.6% Business travel accounted for 6.2% of total respondents. VFR Other 3.8% 3.4% 8.9% 9.9% 0% 20% 40% 60% 80% 100% Source: NSO Germany by Purpose of Visit Absolute Change 2013/2012 % Change 2013/2012 Holiday 109, , ,377 8, % Business 7,734 8,467 9, % VFR 4,298 4,630 5, % Other 12,892 13,568 13, % Total 134, , ,110 9, %

7 MIA Passenger Movements by Airport Germany Two-Way MIA Data Year 2013 Year 2012 Abs Change % Change Pax 579, ,119 40, % Seats 679, ,923 47, % Flights 4,028 3, % Load Factor 85.3% 85.3% No change MIA Pax Movements Most Serviced Airports Market Share Year Market Share Year Frankfurt 43.4% 40.4% Munich - Franz Josef Strauss 24.4% 26.5% Dusseldorf 13.2% 14.1% Berlin Tegel 6.9% 7.1% Hamburg Fuhlsbuettel 6.4% 6.2% Hanover 1.5% 1.4% Cologne/Bonn 1.4% 1.4% Stuttgart Echterdingen 1.4% 1.3% Nuremberg 1.3% 1.7% TOTAL 100.0% 100.0% Source: MIA During year 2013, MIA passenger movements indicate an increase of 7.6% equivalent to 40,827 more two-way passengers or 20,413 more one-way passengers. Frankfurt was the main airport of departure with a share of 43.4%, registering an increase in market share when compared to This was followed by Munich and Dusseldorf airports, both registering a decline in market share in 2013.

8 Market Profile Key Findings The results of this survey are based on a sample of 1,220 respondents, residing in Germany. Data was collected during the period January to December 2013.

9 Part 1: Socio-Demographics

10 Region of Residence Region of Residence Bavaria North Rhine-Westphalia Baden-Wurttemberg 13.7 Hessen Similar to the previous year, during 2013 most German tourists visiting Malta came from the west and south regions of Germany, mainly: Lower Saxony Bavaria Berlin North Rhine-Westphalia Rhineland-Palatinate Saxony Hamburg Baden-Wurttemberg - Hessen Schleswig-Holstein %

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

12 Age Germany: Age Groups Year 2013 Year Under Over 65 years % During 2013, tourists visiting Malta were younger with an average age of 48 years. The largest age brackets comprised tourists aged between 45 to 54 years. In 2013, a larger share of respondents were aged between years. During the peak seasons (Spring/Summer), the average age of respondents went down to 45 years whilst it goes up to 51 years during the off-peak seasons (Autumn/Winter). Average Age: Year 2013: 48 years Year 2012: 53 years

13 Occupation & Net Income Full-time Occupation Director 2.7 Manager 9.5 Office / retail worker 45.9 Professional Skilled worker / Tradesman Manual worker Self-employed 7.2 Student 7.3 Housewife 2.3 Unemployed 0.3 Retired Percent 46% of respondents were office/retail workers whilst 17% of respondents were retired. In addition, one in every ten respondents were managers German tourists visiting Malta during 2013 earn an average of 2,409 per month. Net Income per month: 2,409

14 Readership Commonly read newspapers include the daily versions of: Suddeutsche Zeitung (8.5%) Frankfurter Allgemeine (8.3%) Bild (4.9%) Die Welt (3.4%) Regionale Zeitun (2.1%) Kolner Stadt-Anzeiger (1.9%) Westdeutsche Allgemeine Zeitung (1.9%) The magazines which scored the highest readership were: Spiegel (17.0%) Focus (7.6%) Stern (7.6%) Geo (3.8%) Die Zeit (2.6%) Neon (2.2%) Brigitte (1.6%)

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 Facebook Spiegel.de Web.de Gmx.de Ebay Amazon Wetter.com Wikipedia

16 Internet Usage Year 2013 % Year 2012 % Internet Usage: - Search for travel info online Book travel online Website used for booking purposes: - Opodo Expedia Abindenurlaub.de Booking Holidaycheck HRS Trivago.de Sonnenklar L Tur

17 Last two holidays Last Two Holidays - Main Countries Pe ercent Italy Spain France Austria USA Turkey Malta Balearic Islands Canary Islands England Greek Islands Portugal Egypt Prior to visiting Malta, most respondents took their last two holidays in Italy followed by Spain, France and Austria.

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

19 Part 2: Journey to the Maltese Islands

20 Sources of Influence (Multiple Responses) Year 2013 (%) Year 2012 (%) Newspaper/magazine advert Newspaper/magazine article Recommendation by travel agent Travel guide Tour operator brochure TIO literature Recommendation by friends/family Travel show/fair Word of mouth recommendation remained the main source of influence for one third of respondents. Similar to the previous year, the internet and the previous visit remained the second and third sources of influence. Internet Previous visit TV advert TV programme Promotional material Radio

21 Reason for Choosing Malta German respondents are motivated to visit Malta for its climate, novelty, history/culture and price/value for money. Further analysis indicates that while the top four motivators remain the same, the share of respondents who visited Malta for its novelty is higher during the peak summer months whilst climate, history/culture and value for money stood higher during the off-peak months of January to March and October to December. (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

22 Type of Booking Arrangement Type of Booking Arrangement Year 2012 Year 2013 A Package Non-package (separate bookings for each travel element) Partly package, partly nonpackage Percent - In 2013, around two of every three respondents bought a package trip whilst one fourth 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/P artly Non- Package Total Share of Total 62.5% 26.1% 11.5% 100.0% Booking Operator: (N=747) (N=312) (N=137) (N=1,196) Tour operator/travel agent 69.5% 20.5% 62.0% 55.9% Directly with supplier 0.8% 60.6% 8.0% 17.2% Exclusively internet-based operator 32.4% 34.0% 27.7% 32.3% Booking Arrangement: Flight 90.2% 97.8% 96.4% 92.9% Vehicle hire 5.2% 23.4% 23.4% 12.0% Accommodation 88.4% 83.3% 92.0% 87.5% Site/attraction visits 10.7% 6.7% 19.7% 10.7% Transfers 73.8% 26.6% 67.2% 60.7% Event tickets 3.2% 1.9% 4.4% 3.0%

24 Type of Booking Arrangement Package Seven of every ten package holidays were bought from a tour operator/travel agent. One third of package holidays were bought from an exclusively internet-based operator. The package mainly included flight, accommodation and transfers. Non-package Three of every five non-package trips were booked directly with suppliers. Exclusively internet-based operators accounted for around one third of non-package bookings whilst tour operators/travel agents accounted for one fifth of non-package bookings. Travellers opting for non-package type of travel arrangement mostly booked flight and accommodation. Transfers were booked by 27% of respondents whilst vehicle hire was booked by 23% of respondents. Travel Operators FTI was the most mentioned tour operators/travel agent. Others include: TUI, Sonneklar, Neckermann, ITS, L Tur, RSD Reisen. Abindenurlaub.de was the most mentioned internet-based travel operators. Others include: Expedia, Opodo, Sonnenklar, Booking, Holidaycheck.

25 Internet Booking for the Malta Trip Internet Bookings for the Malta Trip Booking Arrangement of Internet Bookers 11.5% % Year % Year % 40.5% 48.2% Yes A Package Non-package (separate bookings for each travel element) Partly package, partly non-package 58% of German surveyed tourists booked their Malta trip online. The share of online bookings registered an increase of 11.5 percentage points when compared to year Almost half of internet bookers booked a package whilst two in every five 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 45.1% 87.1% 55.6% 57.6% Internet Booking made with: (N=321) (N=270) (N=75) (N=666) Tour operator/travel agent 37.7% 12.2% 42.7% 27.9% Directly with supplier 1.2% 65.9% 13.3% 28.8% Exclusively internet-based operator 67.9% 38.9% 44.0% 53.5% Internet Booking Arrangement: Flight 86.9% 96.3% 78.7% 89.8% Vehicle hire 7.8% 23.7% 21.3% 15.8% Accommodation 86.0% 71.5% 62.7% 77.5% Site/attraction visits 7.8% 4.8% 18.7% 7.8% Transfers 70.7% 15.9% 42.7% 45.3% Event tickets 2.5% 1.9% 9.3% 3.0%

27 Type of Booking Arrangement of Internet Bookers 58% of total respondents booked travel online. Non-Package The majority (87%) of non-package type travellers booked their trip online. Two thirds of non-package internet bookings were booked directly with suppliers whilst two in every five non-package internet bookings were booked with exclusively internet-based operators. Travel items booked mostly include flight and accommodation. Vehicle hire was booked by around one fourth of respondents. Package 45% of package type travellers booked their trip online. Two thirds of online package trips were booked with exclusively internet-based operators whilst 38% of online package trips were booked with tour operators/travel agents. Travel items included in a package were mainly flight, accommodation and transfers.

28 Decision and Booking arrangements Timing of Decision and Reservation Decision Booking 40.0 % less than one week 1 to 3 weeks 1 month 2 to 3 months 4 to 6 months Over 6 months - Three in every ten respondents decided to travel to Malta 2 to 3 months in advance; for 45.3% of respondents the Malta trip was planned over 4 months in advance. - Late booking arrangements accounted for 15.4% of respondents, making their reservations 3 weeks or less prior to departure.

29 Airport of Departure Main Airports of Departure Frankfurt Main Munich Year 2013 Year Similar to last year, in 2013, Frankfurt was the main airport of departure for 35% of respondents. Dusseldorf Berlin Tegel Hamburg Stuttgart Other preferred airports for German surveyed tourists were Munich, Dusseldorf, Berlin Tegel and Hamburg. Hannover %

30 Part 3: Experiencing the Maltese Islands

31 Type of Visit Breakdown of respondents by type of visit: % Average Length of Stay Malta only 87.3% 8.5 Gozo only 7.6% 12.4 Comino only 1.5% 8.9 Two/three centre holiday 3.6% 14.7 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 German surveyed tourists slept in Gozo only % of respondents slept in Comino 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: 1 time to 3 times to 6 times times and over During previous visit: Visited Gozo Been on a cruise ship to Malta

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 - During 2013, Germany surveyed tourists spent an average of 9.0 nights in the Maltese islands. - Around three of every five respondents spent 4 to 7 nights in Malta whilst 36% of German surveyed tourists spent 8 to 14 nights.

34 Type of Accommodation Used Accommodation Used 5 Star hotel 4 star hotel 3 star hotel 2 star hotel Tourist village % of total respondents used collective accommodation: 83.1% stayed in hotels and 3.9% stayed in other collective accommodation. Apart-hotel Guesthouse/hostel Self-catering flat/apt Villa/farmhouse star hotel accommodation was the preferred type of accommodation for 57% of total respondents. Timeshare Host family Friends/Relatives In 2013, 12.5% used private accommodation, mostly staying in self-catering accommodation. Own private Percent

35 Locality Stayed In Locality of Accommodation Qawra 17.0 Mellieha St. Julians Marfa Sliema Gzira The large majority (90.5%) of respondents stayed in Malta whilst 8.4% stayed in Gozo. A further 1.7% of respondents stayed in Comino. Cirkewwa 3.6 Floriana Bugibba St. Paul s Bay Valletta Three in every ten respondents preferred to stay in the northern part of Malta (Mellieha/ Marfa/ Ghadira/ Cirkewwa/ Golden Bay). Marsalforn (Gozo) Xaghra (Gozo) Ghajnsielem (Gozo) One in every five respondents decided to stay in St Paul s Bay/ Bugibba/ Qawra area. Sannat (Gozo) Xlendi (Gozo) San Lawrenz (Gozo) Comino % of respondents preferred the Sliema area whilst 13% of respondents preferred the St Julian s area %

36 Basis of accommodation Basis of Accommodation Timeshare Self-catering All Inclusive Year 2012 Year In 2013, 36% of respondents stayed on half board basis of accommodation registering a decline when compared to the previous year. Full Board Half Board Bed and Breakfast 33.4 Bed only On the other hand, an increase in bed and breakfast basis of accommodation was registered, accounting for one third of total respondents. %

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 2.2 people

38 Activities Engaged In Overall, cultural activities were popular with German surveyed tourists particularly the visiting of historical sites, churches and museums. Other activities engaged in included dining, walking/hiking, swimming and shopping. Swimming, nightlife/clubbing, shopping, dining, diving, watersports and festas are more common during the peak months of April to September. Walking/hiking, spa/wellness, visiting historical sites, museums, churches, art/craft sites and concerts are 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 Julians Paceville St Paul s Bay/ Buġibba/ Qawra Dingli Marsaxlokk Mosta Ħaġar Qim/ Mnajdra Wied iż-żurrieq/ Blue Grotto The majority of respondents visited Valletta. Other popular localities were Mdina/Rabat, Sliema, St Paul s Bay/ Bugibba/Qawra, Marsaxlokk and Mosta.

40 Gozo visit Year 2013 Year 2012 Been to Gozo 71.9% 75.2% % to 3 nights 4 to 7 nights A day trip Type of Gozo Visit Year 2013 Year A one night stay More than a one night stay Duration of Visit (in Gozo) Seven in every ten respondents paid a visit to Gozo. The majority of German surveyed tourists (85%) went to Gozo on a day trip whilst 15% engaged in a more than a one night stay. Out of those staying one night or more in Gozo, around half of respondents spent 4 to 7 nights in Gozo. 8 to 14 nights Over 14 nights The average length of stay in Gozo stood at 7.9 nights %

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, 27% of total respondents paid a visit to Comino, registering an increase when compared to Year 2012 Year 2013 Yes No % 50% 100%

43 Expenditure Per stay Per day Expenditure prior to departure Expenditure during stay Expenditure prior to departure includes: % Flight 98.8 Accommodation 94.5 Excursions 23.0 Transfers 65.3 Vehicle Hire 8.6 Other 14.3

44 Hospitality of the Local People Hospitality of the Local People Year 2013 Year % Very Good Good Not so Good Poor Very Poor The majority of respondents were impressed with the high levels of hospitality that Maltese and Gozitan people have offered. 95% of total respondents assigned good and very good ratings to Maltese hospitality.

45 Experience in Malta Rating of the Malta Experience Exceeded Expectations Up to Expectations Below Expectations Year Year % 20% 40% 60% 80% 100% In 2013, Malta lived up to the expectations of two thirds of respondents. Furthermore, Malta exceeded the expectations of 26% of German surveyed tourists. The share of below expectations ratings increased from 5.1% in 2012 to 6.0% in 2013.

46 Recommend Malta The large majority would recommend Malta - Yes Year 2013 Year 2012 Recommend Malta 92.2% 93.0% Why Yes (89.3% out of total recommendations) 1. Culture, history, architecture, tradition 2. Agreeable climate 3. Good experience, nice atmosphere 4. Nice landscape, nature 5. Interesting/variety of things to do 6. Hospitable /friendly locals 7. Worth seeing 8. Relaxing, peaceful, enjoyable 9. Good price/value for money 10. Good for swimming 11. Ideal for diving/snorkeling 12. Original/unique

47 Intention to visit Malta again Intention to visit Malta again Intend to visit Malta again Year 2013 Year % of total 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 Around half (46.4%) of these respondents intend to re-visit in 2 years or less %

48 German tourists associate Malta with: Base 100%; N= 1,026 words Out of total Words generated 91.1% were Positive