Switzerland MARKET PROFILE

Transcription

1 Switzerland 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 Swiss Market Absolute Change (Switzerland) 13/12 Percentage Change (Switzerland) 13/12 Tourist Departures 1,582,153 28,702 +2, % Nights spent 12,890, , , % Average length of stay Expenditure ( 000s) Av. Expenditure per capita ( ) Constant Constant 1,440,379 36,277 +3, % 910 1, % In 2013, Switzerland s share out of total visits remained constant at 1.8% During year 2013, a total of 28,702 Swiss tourists visited Malta, recording an increase of 11.4% when compared to year 2012.

3 Swiss Tourists Visiting Malta Inbound Tourists from Switzerland ,000 28,000 25,000 22,000 19,000 16,000 13,000 10,000 7,000 4,000 1,000 28,702 25,046 25,758 22,023 21,994 21,039 21, Source: NSO In year 2013, inbound tourists from Switzerland amounted to 28,702, registering an increase of 2,944 tourists (or +11.4%) when compared to year Over a 6-year span ( ), inbound tourists from Switzerland recorded an average annual growth rate of 4.5%.

4 Guest nights of Swiss Tourists Guestnights by Swiss Tourists , , , , , , , , , , , ,000 50, Source: NSO In year 2013, Swiss tourists spent a total of 258,647 nights, registering an increase of 27,517 nights (or +11.9%) when compared to year The average length of stay remained constant at 9.0 nights.

5 Expenditure of Swiss Tourists In year 2013, Swiss tourists generated 36.3 million worth of expenditure. This represents an increase of 11.7% (or 3.8 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, ,301 Expenditure by Inbound Swiss Tourists (in '000s Euros) ,357 19,718 24,270 29,039 32,468 36, Source: NSO ( 000s) Package Non-package expenditure Air/sea fares Accommodation Other expenditure Total ,431 4,245 3,625 10,738 29, ,040 4,066 3,180 12,182 32, ,562 4,519 3,865 13,330 36,277 % Change 13/ % 11.1% 21.5% 9.4% 11.7%

6 Purpose of Visit Swiss Tourists by Purpose of Visit Year 2013 Year 2012 Holiday remains the main purpose of visit for three in every four respondents. Holiday Business 8.6% 8.1% 75.5% 72.8% Business travel accounted for 8.6% of total respondents. VFR Other 4.3% 7.1% 11.6% 12.0% 0% 20% 40% 60% 80% 100% Source: NSO Switzerland by Purpose of Visit Absolute Change 2013/2012 % Change 2013/2012 Holiday 19,281 18,758 21,674 2, % Business 1,986 2,076 2, % VFR 1,172 1,831 1, % Other 2,607 3,094 3, % Total 25,046 25,759 28,702 2, %

7 MIA Passenger Movements by Airport Switzerland Two-Way MIA Data Year 2013 Year 2012 Abs Change % Change Pax 81,232 84,085-2, % Seats 110, ,132-2, % Flights % Load Factor 73.2% 74.3% -1.1 % pts. MIA Pax Movements Most Serviced Airports Market Share Year 2013 Market Share Year 2012 Zurich 81.6% 80.7% Geneva 10.2% 7.6% Basel/Mulhouse 8.2% 11.8% TOTAL 100.0% 100.0% During year 2013, MIA passenger movements indicate a decline of 3.4% equivalent to 2,853 less two-way passengers or 1,427 less one-way passengers. Zurich remained the main airport of departure with a share of 81.6%. Source: MIA

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

9 Part 1: Socio-Demographics

10 Region of Residence Region of Residence Zurich 21.5 Berne Vaud Aargau Lucerne Basel-City Geneva Similar to the previous year, during 2013 most Swiss tourists visiting Malta came Zurich and Berne. Fribourg 5.5 Ticino 4.9 St. Gallen 4.3 Valais 3.7 Neuchâtel %

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

12 Age Switzerland: Age Groups Year 2013 Year Over 65 years % Average Age: Year 2013: 47 years Year 2012: 51 years During 2013, tourists visiting Malta were younger with an average age of 47 years. The largest age bracket comprised tourists aged between 45 to 54 years. In 2013, a shift towards a younger tourist can be noted, with a larger share of respondents aged between 19 and 44 years. In addition, a younger tourist visited Malta during Spring/Summer with an average age of 45 years. The average age went up to 49 years for those respondents visiting Malta during Autumn/Winter.

13 Occupation & Net Income Full-time Occupation Director 6.3 Manager 13.2 Office / retail worker 42.6 Professional Skilled worker / Tradesman Manual worker 1.1 Self-employed 7.4 Student 3.7 Housewife 5.8 Unemployed 0.5 Retired % of respondents were office/retail workers whilst one fourth of respondents occupied a professional/ managerial occupation. In addition, one in every ten respondents retired. Swiss tourists visiting Malta during 2013 earn an average of 4,952 per month. Percent Net Income per month: 4,952

14 Readership Commonly read newspapers include the daily versions of: 20 Minuten (11.4%) Blick (6.4%) 24 Heurs (3.5%) Berner Zeitung (3.5%) Le Matin (3.5%) Le Temps (3.0%) Aarguaer Zeitung (2.5%) The magazines which scored the highest readership were: Spiegel (6.0%) Beobachter (4.0%) Cosmopolitan (3.3%) L Illustre(3.3%) Geo (2.6%) Schweizer Familie (2.6%) Schweizer Illsutrierte (2.6%) Stern (2.6%)

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 Bluewin Facebook Wikipedia MSN Tagesauzeiger Minuten Booking.com 2.1 -

16 Internet Usage Year 2013 % Year 2012 % Internet Usage: - Search for travel info online Book travel online Website used for booking purposes: - Ebookers Booking Air Malta Expedia Easyjet Travel.ch Tripadvisor Swiss Holidaycheck

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

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

19 Part 2: Journey to the Maltese Islands

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

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 Swiss respondents were motivated to visit Malta for its climate. Novelty was the second main motivator for half of respondents. Malta was also chosen for its history/culture, accessibility and price. Whilst the main five motivators remained the same during the peak (Spring/Summer) and offpeak (Autumn/Winter) seasons, novelty was the prime motivator during the peak season whilst climate was the top motivator during the offpeak season.

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, around two in every five respondents bought a package trip whilst an additional 41% 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 43.1% 41.0% 16.0% 100.0% Booking Operator: (N=81) (N=77) (N=30) (N=188) Tour operator/travel agent 67.9% 18.2% 63.3% 46.8% Directly with supplier 2.5% 59.7% 6.7% 26.6% Exclusively internet-based operator 28.4% 29.9% 33.3% 29.8% Booking Arrangement: Flight 96.3% 100.0% 96.7% 97.9% Vehicle hire 11.1% 23.4% 40.0% 20.7% Accommodation 93.8% 90.9% 100.0% 93.6% Site/attraction visits 4.9% 1.3% 6.7% 3.7% Transfers 67.9% 27.3% 56.7% 49.5% Event tickets 1.2% 0.0% 3.3% 1.1%

24 Type of Booking Arrangement Package Over two thirds of package holidays were bought from a tour operator/travel agent. 28% of package holidays were bought from an exclusively internet-based operator. The package mainly included flight, accommodation and transfers. Non-package Three in every five non-package trips were booked directly with suppliers. 30% of non-package bookings were booked from exclusively internet-based operators. 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 Hotelplan was the most mentioned tour operators/travel agent. Others include: FTI, Kuoni, TUI, Rolf Meier and Sbb Reiseburo. Booking.com was the most mentioned internet-based travel operators. Others include: Ebooker, Travel, Expedia, Denner.ch, and Bookers.com.

25 Internet Booking for the Malta Trip 80.0 Internet Bookings for the Malta Trip Booking Arrangement of Internet Bookers 70.0 % Year % Year % 19.0% 28.6% Yes 52.4% A Package Non-package (separate bookings for each travel element) Partly package, partly non-package Seven in every ten Swiss surveyed tourists booked their Malta trip online. The share of online bookings registered an increase when compared to year Almost half of internet bookers booked a non-package whilst around 29% of internet bookers booked a package trip.

26 Type of Booking Arrangement of Internet Bookers Package Non- Package Partly Package/ Partly Non- Package Total Internet Booking: YES 46.8% 88.0% 80.0% 69.2% Internet Booking made with: (N=36) (N=66) (N=24) (N=126) Tour operator/travel agent 36.1% 6.1% 54.2% 23.8% Directly with supplier 5.6% 68.2% 8.3% 38.9% Exclusively internet-based operator 58.3% 34.8% 41.7% 42.9% Internet Booking Arrangement: Flight 86.1% 100.0% 75.0% 91.3% Vehicle hire 16.7% 22.7% 37.5% 23.8% Accommodation 80.6% 86.4% 62.5% 80.2% Site/attraction visits 5.6% 3.0% 4.2% 4.0% Transfers 52.8% 15.2% 33.3% 29.4% Event tickets 2.8% 0.0% 4.2% 1.6%

27 Type of Booking Arrangement of Internet Bookers Seven in every ten respondents booked travel online. Non-Package The majority (88%) of non-package type travellers booked their trip online. 68% of non-package internet bookings were booked directly with suppliers whilst over one third of non-package internet bookings were booked with exclusively internet-based operators. Travel items booked mostly include flight and accommodation. Vehicle hire was booked by 23% of respondents. Package 47% of package type travellers booked their trip online. Around three in every five online package trips were booked with exclusively internet-based operators whilst 36% 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 % less than one week to 3 weeks 1 month 2 to 3 months 4 to 6 months Over 6 months - 36% of respondents decided to travel to Malta 2 to 3 months in advance; for three in every ten respondents the Malta trip was planned over 4 months in advance. - Late booking arrangements accounted for 35% of respondents, making their reservations 1 month or less prior to departure.

29 Airport of Departure Main Airports of Departure Year 2013 Year 2012 Zurich (Kloten) Geneve Milan Bergamo Basel Other Similar to last year, in 2013, Zurich was the main airport of departure for the majority of respondents. Other airports used by Swiss surveyed tourists were Geneva and the Italian airports of Milan and Bergamo %

30 Part 3: Experiencing the Maltese Islands

31 Type of Visit Breakdown of respondents by type of visit: % Average Length of Stay Malta only 81.7% 8.1 Gozo only 11.8% 15.6 Comino only 0.5% 5.0 Two/three centre holiday 5.9% 11.7 Total number of respondents who slept in the Maltese Islands 100.0% The majority (82%) slept in Malta only, with an average length of stay of 8.1 nights % of all Swiss 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=60): 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 - Swiss surveyed tourists spent an average of 9.2 nights in the Maltese island. - When compared to the previous year, in 2013, a lower share of Swiss respondents spent 4 to 7 nights whilst a higher share of respondents visited Malta for a short break (1 to 3 nights).

34 Type of Accommodation Used Accommodation Used 5 Star hotel star hotel 3 star hotel 2 star hotel Tourist village % of total respondents used collective accommodation: 81.0% stayed in hotels and 3.6% stayed in other collective accommodation. Apart-hotel Guesthouse/hostel Self-catering flat/apt Villa/farmhouse Timeshare Host family Friends/Relatives house star hotel accommodation was the preferred type of accommodation for 41% of total respondents. In 2013, 14.8% used private accommodation, mostly staying in self-catering accommodation. Own private residence Percent

35 Locality Stayed In Locality of Accommodation St. Julians 28.6 Sliema 14.1 Mellieha Qawra Marfa Valletta Floriana Ghadira 2.7 Golden Bay 2.2 Gzira 2.2 Bugibba 1.6 San Lawrenz (Gozo) 3.8 Xlendi (Gozo) 2.2 Xaghra (Gozo) 1.6 Ghasri (Gozo) 1.1 Marsalforn (Gozo) 1.1 Sannat (Gozo) 0.5 Comino % The large majority (88.5%) of respondents stayed in Malta whilst 10.3% stayed in Gozo. A further 0.5% of respondents stayed in Comino. Three in every ten respondents preferred to stay in St Julian s area. One in every five respondents preferred to stay in the northern part of Malta (Mellieha/ Marfa/ Cirkewwa/ Golden Bay). 16% of respondents preferred the Sliema area whilst 13% of respondents chose St Paul s Bay area. Localities grouped by Area Year 2013 (%) St Julian s area 29.7 Northern area 20.0 Sliema area 16.3 St Paul s Bay area 12.9 Gozo area 10.3 Valletta/Floriana area 7.5 Attard/Mdina/Rabat area 1.1 South area 0.5

36 Basis of accommodation Basis of Accommodation Bed only Bed and Breakfast Half Board Full Board Year 2013 Year 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. All Inclusive Self-catering Timeshare 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 2.2 people

38 Activities Engaged In Overall, cultural activities were popular with Swiss surveyed tourists particularly the visiting of historical sites, churches and museums. Other activities engaged in included dining, shopping, swimming and walking/hiking. Swimming, nightlife/clubbing, festas, visiting local produce, watersports, diving, dining and dance/music/concerts were more common during the peak months of April to September. Spa/wellness, walking/hiking, visiting historical sites, museums, churches, shopping and cinema 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 majority of respondents visited Valletta. Other popular localities were Mdina/Rabat, Sliema, St Julian s and Marsaxlokk.

40 Gozo visit Year 2013 Year 2012 Been to Gozo 71.4% 63.2% % Type of Gozo Visit Year 2013 Year A day trip A one night stay More than a one night stay Seven in every ten respondents paid a visit to Gozo. Three in every four Swiss surveyed tourists went to Gozo on a day trip. The remaining 25% 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, around one fourth of respondents paid a visit to Comino, registering an increase when compared to Yes No Year Year % 50% 100%

43 Expenditure Per stay Per day Expenditure prior to departure Expenditure during stay Expenditure prior to departure includes: % Flight 96.7 Accommodation 92.8 Excursions 12.4 Transfers 49.0 Vehicle Hire 19.6 Other 13.1

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 (91%) were impressed with the high levels of hospitality that Maltese and Gozitan people have offered. In 2013, a higher share of respondents assigned very good ratings to Maltese hospitality.

45 Experience in Malta Rating of the Malta Experience Year Exceeded Expectations Up to Expectations Below Expectations In 2013, Malta exceeded the expectations for a higher share of respondents (30%). Year % 20% 40% 60% 80% 100% In addition, Malta lived up to the expectations of three in every five respondents.

46 Recommend Malta The large majority would recommend Malta - Yes Year 2013 Year 2012 Recommend Malta 94.1% 90.4% Why Yes (93.5% out of total recommendations) 1. Good experience, nice atmosphere 2. Agreeable climate 3. Culture, history, architecture, tradition 4. Nice landscape, nature 5. Interesting/variety of things to do 6. Hospitable /friendly locals 7. Relaxing, peaceful, enjoyable 8. Good for swimming 9. Short flight time 10. Original, particular, unique 11. Good value for money 12. Accessibility 13. Would recommend Gozo

47 Intention to visit Malta again Intention to visit Malta again Year 2013 Year 2012 Intend to visit Malta again Three in every four 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 Swiss tourists associate Malta with: Base 100%; N= 487 words Out of total Words generated 87.3% were Positive and 5.7% were Negative, 7.0% were Neutral