GERMANY MARKET PROFILE

Transcription

1 GERMANY MARKET PROFILE Year 2011 Results of a survey carried out between January to December 2011 Malta Tourism Authority Research Unit Market Support & Development

2 Market Dynamics January to December 2011 Source: NSO Total German Market Absolute Change (Germany) 11/10 Percentage Change (Germany) 11/10 Tourist Departures 1,411, ,584 8, Nights spent 11,680,166 1,150,937 57, Average length of stay Expenditure ( 000s) 1,230, ,986 14, Av. Expenditure per capita ( ) Germany s share out of total visits 9.4 in in 2011 During year 2011, a total of 134,584 tourists visited Malta, recording an increase of 6.7 when compared to year With a share of 9.5, Germany ranked as the third largest source market following the UK and Italy.

3 German Tourists Visiting Malta Inbound Tourists from Germany , , , , , , , , , , ,000 80,000 60,000 40, Source: NSO In year 2011, inbound tourists from Germany amounted to 134,584, registering an increase of 8,394 tourists (or +6.7) when compared to year In addition, this reflects an increase of 7,211 tourists (+5.7) when compared to year On the other hand, a decline of 16,209 tourists (-10.7) was registered when compared to An increase of 4,535 tourists (+3.5) was recorded when compared to year 2007 and an increase of 8,774 tourists (+7.0) was also registered when compared to year Over a 5-year span ( ), inbound tourists from Germany recorded an average annual growth rate of 1.4.

4 Guest nights of German Tourists Guestnights by German Tourists ,400,000 1,200,000 1,000,000 1,268,844 1,165,884 1,150,938 1,099,252 1,072,508 1,093, , , , , Source: NSO In year 2011, German tourists spent a total of 1,150,938 nights, registering an increase of 57,240 nights (or +5.2) when compared to year In addition, this reflects an increase of 78,430 nights (+7.3) when compared to year On the other hand, a decline of 117,906 nights (-9.3) was registered when compared to An increase of 51,686 nights (+4.7) was recorded when compared to year 2007 whilst a decline of 14,946 nights (-1.3) was registered when compared to year The average length of stay has gone done from 9.3 nights in 2006 to 8.6 nights in 2011.

5 Expenditure of German Tourists In year 2011, German tourists generated 127 million worth of expenditure. This represents an increase of 12.5 (or 14.1 million) when compared to year It also reflects an increase of 25 million when compared to 2009, an increase of 5.8 million when compared to 2008, an increase of 24.0 million when compared to 2007 and an increase of 20.7 million when compared to During year 2011, tourist expenditure recorded increases in package expenditure, non-package air-sea fares and other expenditure. 140, , ,000 80,000 60,000 40,000 20,000 0 Source: NSO Expenditure by Inbound German Tourists (in '000s Euros) , , , , , , ( 000s) Package Non-package expenditure Air/sea fares Accommodation Other expenditure Total ,828 8,501 6,980 31, , ,273 10,180 12,151 35, , ,920 11,718 11,395 40, ,986 Change 11/ Change 11/

6 Purpose of Visit German Tourists by Purpose of Visit Year 2011 Year 2010 Holiday remains the main purpose of visit for eight in every ten respondents. Business travel accounted for 5.7 of total respondents. Holiday Business VFR Other Source: NSO Germany by Purpose of Visit Absolute Change 2011/2010 Change 2011/2010 Holiday 100, , ,472 7, Business 10,157 8,943 7,732-1, VFR 2,574 3,863 4, Other 13,716 11,498 13,091 1, Total 127, , ,585 8,

7 Market Profile Key Findings The results of this survey are based on a sample of 1,123 respondents, residing in Germany. Data was collected during the period January to December 2011.

8 Part 1: Socio-Demographics

9 Region of Residence Region of Residence North Rhine-Westphalia Bavaria Baden-Wurttemberg Hessen Lower Saxony Similar to the previous year, during 2011 most German tourists visiting Malta came from the west and south regions of Germany, mainly: Rhineland-Palatinate Saxony Berlin Hamburg North Rhine-Westphalia (20.2) - Bavaria (19.8) - Baden-Wurttemberg (11.5) Schlesw ig-holstein Hessen (10.7)

10 Socio-Demographics Year 2011 Year 2010 Gender Male Female Marital Status Single Married/Living together Divorced/separated Widowed

11 Age 0.9 Under Over 65 years Germany: Age Groups Year 2011 Year Similar to the previous year, during 2011, tourists visiting Malta were on average 49 years of age. The largest age bracket comprised tourists aged between 45 to 54 years of age followed by those aged between 55 to 64 years. Average Age: Year 2011: 49 years Year 2010: 49 years

12 Occupation & Net Income Full-time Occupation Director 3.0 Manager 10.5 Office / retail worker 42.9 Professional Skilled worker / Tradesman Manual worker Self-employed Student Housewife Unemployed Retired Percent Net Income per month: 2,308 Two in every five respondents were office/retail workers whilst one fifth of respondents were retired. In addition, managers accounted for 10 of total respondents. German tourists visiting Malta during 2011 earn an average of 2,308 per month, increasing from 2,270 per month registered in 2009.

13 Readership Commonly read newspapers include the daily versions of: Frankfurter Allgemeine (9.4) Suddeutsche Zeitung (8.2) Bild (5.8) Rheinische Post (3.4) Die Welt (2.4) Frankfurter Rundschau (2.2) The magazines which scored the highest readership were: Spiegel (15.9) Focus (9.6) Stern (9.1) Die Zeit (3.4) Brigitte (3.2) Geo (3.2)

14 Internet Access Year 2011 Year 2010 Access to internet - From home - From work - From other pc - No access Website accessed on a regular basis: - Google - Facebook - Gmx.de - Web.de - Spiegel.de - T-online - Ebay - Wetter.com

15 Internet Usage Year 2011 Year 2010 Internet Usage - Search for travel info online - Book travel online Website used for booking purposes: - Expedia - Opodo - Abindenulaub.de - Holidaycheck - Sonneklar - HRS - Tui - Booking

16 Last two holidays Last Two Holidays - Main Countries Percent Italy Spain Turkey France Austria Malta Balearic Islands Canary Islands USA Greece England Prior to visiting Malta, most respondents took their last two holidays in Italy followed by Spain, Turkey and France.

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

18 Part 2: Journey to the Maltese Islands

19 Sources of Influence (Multiple Responses) Year 2011 () Year 2010 () Newspaper/magazine advert Newspaper/magazine article Recommendation by travel agent Travel guide Tour operator brochure TIO literature Word of mouth recommendation remained the main source of influence for around three in ten respondents. Recommendation by friends/family Travel show/fair Internet Previous visit Similar to the previous year, the internet and the previous visit remained the second and third sources of influence. TV advert TV programme Promotional material Radio

20 Reason for choosing Malta (Multiple Responses) A new place to go As a result of a previous visit Agreeable climate History/culture Accessibility Recommendation by friends/relatives Cost/value for money English spoken widely Only place available Year 2011 () Year 2010 () Agreeable climate remained the prime motivator for half of respondents visiting Malta during In addition, novelty of destination and history/culture were both chosen by around half of respondents. Cost/value for money remained the fourth motivator for choosing Malta. Maltese hospitality

21 Type of Booking Arrangement Type of Booking Arrangement Year 2011 Year 2010 A Package Non-package (separate bookings for each travel element) Partly package, partly nonpackage Percent - In 2011, seven of every ten respondents bought a package trip whilst 18 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.

22 Type of Booking Arrangement Package Non- Package Partly Package/ Partly Non- Package Total N= ,101 Share of Total Booking Operator: Tour operator/travel agent Directly with supplier Exclusively internet-based operator Booking Arrangement: Flight Vehicle hire Accommodation Site/attraction visits Transfers Event tickets

23 Type of Booking Arrangement Package Three of every four package holidays were bought from a tour operator/travel agent. One in every four package holidays were bought from an exclusively internet-based operator. The package mainly included flight, accommodation and transfers. Non-package Two thirds of non-package trips were booked directly with suppliers. Tour operators/travel agents and exclusively internet-based operators both accounted for around one fourth of non-package bookings. Travellers opting for non-package type of travel arrangement mostly booked flight and accommodation. Both vehicle hire and transfers were booked by one fourth of respondents. Travel Operators Most mentioned tour operators/travel agents include: FTI, TUI, Neckermann, Big Xtra, RSD Reisen, Sonnenklar, Dertour and Malta Direkt. Most mentioned internet-based travel operators include: Abindenurlaub, Expedia, Opodo, Sonnenklar, 5vorflug, FTI, Malta Direkt, Holiday Check and Big Xtra.

24 Internet Booking for the Malta Trip Internet Bookings for the Malta Trip Year Year Yes The share of online bookings for the Malta trip by German surveyed tourists increased from 48.5 in 2010 to 50.3 in 2011.

25 Type of Booking Arrangement of Internet Bookers Package Non- Package Partly Package/ Partly Non- Package Total N= Internet Booking: YES Online Booking made with: Tour operator/travel agent Directly with supplier Exclusively internet-based operator Online Booking Arrangement: Flight Vehicle hire Accommodation Site/attraction visits Transfers Event tickets

26 Type of Booking Arrangement of Internet Bookers Half of total respondents booked travel online. Non-Package The majority (84) of non-package type travellers booked their trip online. Two thirds of 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. Vehicle hire and transfers were also booked by 23 and 22 of respondents respectively. Package 40 of package type travellers booked their trip online. Two in every three 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.

27 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 45 of respondents the Malta trip was planned over 4 months in advance. - Late booking arrangements accounted for 16 of respondents, making their reservations 3 weeks or less prior to departure.

28 Airport of Departure Main Airports of Departure Year 2011 Year 2010 MIA Passenger Movements Frankfurt Year Year Frankfurt Main Munich Dusseldorf Berlin Tegel Hamburg Stuttgart Leipzig Munich - Franz Josef Strauss Dusseldorf Berlin - Tegel Hamburg - Fuhlsbuettel Stuttgart - Echterdingen Hanover Cologne/Bonn Source: MTA Market Profile Survey Nuremberg 1.5 Source: MIA Passenger Movements 0.1 The market profile findings and the MIA data are very much in line and both indicate that Frankfurt remained the main airport of departure. This was followed by Munich and Dusseldorf airports.

29 Part 3: Experiencing the Maltese Islands

30 Visit to Malta Year 2011 Year 2010 Experience of Malta: First visit Repeat visit Number of previous visits: 1 time 2 to 3 times 4 to 6 times 7 times and over During previous visit: Visited Gozo

31 Type of Visit Malta only Gozo only Comino only Malta and Gozo Malta and Comino Gozo and Comino Breakdown of respondents by type of visit: Malta and Gozo and Comino Total number of respondents who slept in the Maltese Islands Average Length of Stay n/a n/a The majority (89) slept in Malta only, with an average length of stay of 8.9 nights of all German surveyed tourists slept in Gozo only of respondents slept in Comino only of total respondents took on a two-centre stay in Malta and Gozo.

32 Length of stay Duration of Visit (in Malta) Year 2011 Year to 3 nights 4 to 7 nights 8 to 14 nights Over 14 nights - During 2011, tourists spent an average of 9.4 nights in the Maltese islands. - Around three of every five respondents spent 4 to 7 nights in Malta whilst an additional one third of German surveyed tourists spent 8 to 14 nights.

33 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: 87.0 stayed in hotels and 4.5 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 three of every five respondents. Timeshare Host family Friends/Relatives house Own private residence In 2011, 8.0 used private accommodation, increasing from 6.3 in Percent

34 Locality Stayed In Locality of Accommodation Qawra 22.4 Marfa Mellieha St. Julians Sliema 10.3 Gzira 5.3 Floriana Valletta Bugibba St. Paul s Bay Marsalforn (Gozo) Ghajnsielem (Gozo) Xaghra (Gozo) Xlendi (Gozo) Victoria (Rabat, Gozo) Comino The large majority (92.2) of respondents stayed in Malta whilst 6.5 stayed in Gozo. A further 1.9 of respondents stayed in Comino. One third of respondents preferred to stay in the northern part of Malta (Mellieha/ Marfa/ Selmun/ Ghadira/ Cirkewwa). One fourth of respondents preferred St Paul s Bay/ Bugibba/ Qawra area of respondents preferred the Sliema area whilst 13.8 of respondents preferred the St Julian s area.

35 Basis of accommodation Basis of Accommodation Year 2011 Year 2010 Timeshare Self-catering All Inclusive Full Board Half Board Bed and Breakfast Bed only Around half of German respondents stayed on half board basis of accommodation whilst one third of total respondents chose bed and breakfast type of accommodation. Nonetheless, both shares of half board and bed and breakfast basis of accommodation registered a decline. On the other hand, increases in market shares were noted for the all inclusive, bed only and self-catering types of accommodation.

36 Travelling party Alone With spouse/partner With family With friends In an organised group With business associates Average number of people in travelling party Year 2011 () people Year 2010 () people

37 Activities Engaged In Sport/Outdoor Activities: Swimming 52.0 Diving 5.4 Other water sports 3.7 Walking/hiking 62.9 Climbing 0.5 Golf 0.5 Attend sports events 1.0 Participate in sports events 0.9 Cultural Activities: Go sightseeing 79.8 Visit historical sites 83.6 Visit museums 50.8 Visit churches 72.7 Visit arts/crafts sites 25.6 Visit local produce sites 14.7 Recreational Activities: Spa/wellness 19.1 Shopping 52.9 Nightlife/clubbing 11.6 Dine at restaurants 64.2 Casino 1.1 Cinema 2.8 Attend cultural events: Theatrical performance 1.2 Dance 1.4 Opera 0.7 Music/concert 5.6 Festas/folk/festival 7.6 Visual arts 1.6 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, shopping and swimming.

38 Localities visited in Malta (Multiple Response) Valletta Mdina/Rabat Three cities Marsascala Mellieħa Sliema St Julians Paceville St Paul s Bay/ Buāibba/ Qawra Dingli Marsaxlokk Mosta Ħaāar Qim/ Mnajdra Wied iŝ-śurrieq/ Blue Grotto Year 2011 () Year 2010 ()

39 Been to Gozo Gozo visit Year Year Type of Gozo Visit Year 2011 Year A day trip A one night stay More than a one night stay Seven in ten respondents paid a visit to Gozo. The majority of German surveyed tourists (88) went to Gozo on a day trip whilst 12 engaged in a more than a one night stay.

40 Localities visited in Gozo (Multiple Response) êittadella/victoria Marsalforn Xlendi Āgantija Dwejra/Azure Window Ta Pinu Basilica Ramla Bay Other Year 2011 () Year 2010 ()

41 Comino Visit Visit to Comino Yes No During 2011, one fourth of total respondents paid a visit to Comino, remaining constant when compared to Year Year

42 Expenditure Expenditure prior to departure Expenditure during stay Per stay Per day Expenditure prior to departure includes: Flight Accommodation Excursions Transfers Vehicle Hire Other

43 Hospitality of the Local People Hospitality of the Local People Year 2011 Year Very Good Good Not so Good Poor Very Poor The majority of German tourists were impressed with the high levels of hospitality that Maltese and Gozitan people have offered of total respondents assigned good and very good ratings to Maltese hospitality.

44 Experience in Malta Year 2010 Year 2011 Rating of the Malta Experience Exceeded Expectations Up to Expectations Below Expectations In 2011, Malta lived up to the expectations for seven in every ten respondents. Furthermore, Malta exceeded the expectations of 22.9 of German surveyed tourists. The share of below expectations ratings went down from 7.9 in 2010 to 5.8 in 2011.

45 Recommend Malta Would recommend Malta Year Year Agreeable climate (13.3) Worth seeing (5.8) Recommend YES Multiple responses based on 520 respondents Culture, history, architecture, tradition (24.0) Variety of things to do (18.3) Nice landscape, nature (11.7) Good experience, nice atmosphere (10.0) Friendly and hospitable locals (7.5) Relaxing, peaceful, enjoyable (5.0) Ideal for swimming (3.8) Good price/value for money (3.5) Ideal for language learning (2.3) Original, unique (1.9)

46 Intention to visit Malta again Intend to visit Malta again When to visit again: - in less than 1 year - In 1 to 2 years - In 3 to 4 years - In 5 years or more - Don t know Year Year

47 German tourists associate Malta with: History, culture, heritage, tradition Sun, sunshine, blue sky Sea, beaches, coast, fish Friendly, hospitable, helpful, welcoming Weather, climate Churches, Catholic Knights Relaxing, peaceful, serene, tranquil Picturesque, scenic, landscape, nature British, English Buses, bus drivers Rock Warm Base 100; N=2,587 words