International Program Review. Montana Office of Tourism & Business Development
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1 International Program Review Montana Office of Tourism & Business Development
2 Agenda Summary of International Debbie Picard, Glacier Country Paula Ruark, Town Pump Hotel Group Patty Wirth, Rocking Z Guest Ranch Q & A
3 Executive Summary A record 75 million international visitors to the U.S. in 2014 International travel supports 1.3 million U.S. jobs International travel generates a trade surplus of $57 billion (Source: USTA)
4 2014 US Visitation 54% of visitors come from Canada & Mexico But the majority of visitor spending comes from overseas Rank Number of Arrivals % Change 1 CANADA 23,003, MEXICO 17,069, UNITED KINGDOM 4,149, JAPAN 3,620, BRAZIL 2,263, PEOPLE'S REPUBLIC OF CHINA (EXCL 6 HK) 2,189, GERMANY 2,056, FRANCE 1,658, SOUTH KOREA 1,459, AUSTRALIA 1,304, ITALY 963, INDIA 962, COLOMBIA 881, SPAIN 707, ARGENTINA 684, NETHERLANDS 642, VENEZUELA 616, SWEDEN 551, SWITZERLAND 499, TAIWAN 414, (US Dept. of Commerce, NTTA)
5 Benefits of the International Traveler Stay Longer, Spend More More Paid Vacation Time Book Further in Advance Help to Diversify Portfolio Shoulder Season
6 Key Tactics A B2B Program Travel Trade and Media/Publicity Product Development Trips Trade Shows and Missions Montana Supplier Education In-Country Year Round Representation
7 Who sells Montana product? Tour Operator: creates and sells travel product to travel agents or to the public Travel Agent: sells travel product to the public Receptive Operator: regional specialist, wholesaler, creates product to sell to tour operators, do not sell directly to the public Montana suppliers via online bookings Media: source of inspiration for the traveler
8 International Marketing Tools Trade Show Participation US: Go West, RMI Roundup, IPW, RTO Summit UK: World Travel Market Germany: ITB Japan: JATA Sales Missions Product Development / Familiarization Tours TRADE MEDIA In-language Websites In-language Guide Books Sample Itineraries
9 Montana Partners with Neighboring States
10 Markets with In-country Reps as 4 State Consortium United Kingdom Germany/Austria/Switzerland Australia/New Zealand Benelux (Belgium, Netherlands, Luxembourg) France Italy Nordic (Norway, Sweden, Denmark, Finland)
11 Pacific Rim Markets Japan - sister state relationship with Kumamoto Taiwan China South Korea 5/10/2016
12 DOC Kumamoto Trade Office Staffed by Mako Sakaguchi Duties include tourism and trade marketing and cultural/educational exchange Tourism efforts include presenting seminars to tour operators & travel agents, working with travel media and attending trade shows to promote Montana 5/10/2016
13 Canada
14 Reporting Methods Currently Available North America Journeys (NAJTrax ) RTO bookings ITRR non resident travel & spending Tour Operator Joint Marketing with RMI Quarterly Reports of International Spending
15 NAJ Trax Montana Figures In 2014 RTOs reporting to NAJ Trax report over $13 million projected total economic impact of rooms sold! * These figures derived from only 13 RTOs reporting bookings in Montana.
16 NAJTrax Summary of Room Night Sales Billings Bozeman Glacier Park Great Falls Helena Kalispell Missoula Whitefish /10/2016
17 5/10/2016
18 Canada United Kingdom Germany, Switzerland, Austria Australia/NZ Nordic (Norway, Denmark, Sweden) Japan France Benelux (Netherlands, Belgium) Italy Spain Brazil S. Korea Mexico China Taiwan Canada China United Kingdom Germany, Switzerland, Austria Australia/NZ France Nordic (Norway, Denmark, Sweden) Japan Benelux (Netherlands, Belgium) Italy Spain Mexico S. Korea Brazil Taiwan
19 International average spend per market On average, each visitor spent $261 using their credit card in Montana. Average spend from Canada is $253 Average spend from China is $267 Average spend from countries where we have in market representation is $295
20 This image cannot currently be displayed. Media Exposure In FY2015 Montana received $7,329,899 in international media value - reaching 244,490,932 people Up 138% over last 3 years
21 In Language Websites /10/2016
22 Translated Guides French Italian German Japanese Chinese S. Korean 5/10/2016
23 Real America Guide English French Italian German 5/10/2016
24 Discover America/Brand USA Multi Channel Program in UK, Germany, Australia and Canada West In-Language videos in Germany Inspiration Guide Globally
25 National Geographic Germany UK Australia Canada Guide appears in Nat Geo Traveler March/April issues
26 GERMANY TARGETED
27 CANADA TARGETED
28 Marketing with Trade
29 Montana will host in /10/2016
30 Debbie Picard Tourism Sales Manager Glacier Country Tourism
31 Western Montana s Glacier Country Northwesternmost region of Montana 75 communities 8 counties (Flathead, Glacier, Lake, Lincoln, Mineral, Missoula, Ravalli and Sanders) 22,000 square miles Population of 325,000 Most notable attraction is Glacier National Park
32 MOTBD + GCT = BFFs Glacier Country works closely with MOTBD Glacier Country Tourism s brand is integrated with state brand Spectacular unspoiled nature in the lower 48 Vibrant and charming small towns Breathtaking experiences by day, relaxing hospitality at night Capitalize on MOTBD s broad inspiration message for the state of Montana Refine inspiration message for Montana s Glacier Country region
33 Why International Visitors? Travel throughout the year shoulder season Have more vacation days, stay longer Visit multiple regions and states in one trip Fly-drive itineraries Couples, families, small groups Stay in all types of lodging properties High spend Lodging, restaurants, gas, activities, shopping
34 International Travel Trade Shows Meeting with international inbound (receptive) & international tour operators (product mangers) IPW (International Pow Wow) Largest international show in the U.S. Go West Summit Focus on travel to the western half of the U.S. Rocky Mountain International Roundup Focus on travel to MT, ND, SD, WY Branded as the Real America
35 Appointment Process Unfamiliar with Montana & Glacier Country region Glacier National Park as the hook Currently have itineraries to Yellowstone National Park or Canadian Rockies Easy to incorporate Glacier Country Familiar with Glacier National Park Lesser-known parts of Glacier Country In-depth knowledge of Montana and Glacier Country Relationship What s new
36 Lodging + Itinerary Requests Lodging options (luxury camping) Insider scoop on must see or do activities Authentic experiences Cowboy or First Nations experiences Horseback riding Pow wow Soft adventures Hiking River rafting Motorcycle and RV itineraries Shopping
37 International Market Lead Leads are published on our Member Partner Center
38 Familiarization Tours (FAM) Host FAM tours throughout the region Group and individual FAMs Regional tourism partners participate Experiences Scenery Culinary Activities History & culture Hospitality
39 B2B Program Enhancements Tour operator microsite Suggested itineraries Transportation Glacier Country Tourism s services Newsletter ed twice a year Summer + winter International media/digital influencers International follow our GCT social channels Facebook, Instagram & Twitter
40 Tour Operators Website m
41 B2B Program #RealAmericaChat 1st Wednesday of every month; 8 a.m. MST (3 p.m. BST) Reach: 275,000; Timeline deliverables: 2 million B2B blog twice monthly - B2B.glaciermt.com Multiple contributors in our office + guest bloggers Readership 2,700; UK, Germany, France, Australia, Spain Helpful information for product managers Glacier National Park in the Spring 3 Ways to Watch Wildlife Motorcycles Were Made for Montana s Open Roads
42 B2B Blog
43 B2B Workshops Best practices in working with international markets How to follow up on leads How to use social media to work B2B Guest speakers Gary Schluter from RMHTours Welcoming the Chinese visitor
44 Questions Debbie Picard Tourism Sales Manager Glacier Country
45 International Market from a Hotel Supplier Perspective
46 International Market from a Hotel Supplier Perspective Montana Office of Tourism and Economic Developments role in promoting to the International Market. Your Tourism Region and local CVBs role in promoting to the International Market. Lodging facilities such as hotels, ranches, lodges role in promoting to the international market.
47 International Market from a Hotel Supplier Perspective My experience in the International arena. The importance of building relationships. Participating directly is not always possible. What can you do to work with this market if you are unable to attend a marketplace. How is the business getting to my properties?
48 International Market from a Hotel Supplier Perspective Is this business that you would like to pursue? It is important to understand pricing and net rates. How can you benefit from attending and or partnering at an International Marketplace? How important is follow up on all leads?
49 International Market from a Hotel Supplier Perspective What is a Receptive Tour Operator or Inbound Tour Operator? What is an Overseas Tour Operator or Specialty Tour Operator? What is a Retail Travel Agent?
50 International Market from a Hotel Supplier Perspective Understanding and Establishing your Net Rates Business Type Percentage Inbound Tour Operator/US Receptive Operator 25-30% Overseas Wholesaler or Specialty Tour Operator 20-25% Overseas Retailer (Travel Agency) 10-15%
51 International Market from a Hotel Supplier Perspective Why offer a Net Rate? Do not increase your bar/rack (brochure) rates by 20-30% and offer that as your commissionable rate!! Black out dates. Final rate you quote the operator should include taxes, gratuities, etc. Rates must be honored that you have quoted.
52 International Market from a Hotel Supplier Perspective Last words of advice: Please understand that this market can take a few years to build so please be patient. Be a good listener and understand the needs of our international friends. Enjoy these partnerships!
53 International Market from a Hotel Supplier Perspective Paula Ruark, Director of Sales and Marketing Town Pump Hotel Group paular@townpump.com Direct
54 Patty Wirth
55 International Partners CVB and other local DMO s State Tourism Office In Market Representatives Regional Tourism Promotion Groups (RMI) VisitUSA / US Travel Assoc. Overseas Offices Brand USA / Discover America Others in the Same Business Category Industry Associations (Dude Ranchers, B&B, Historic Hotels, etc.) Receptive Operators DON T GO IT ALONE! 5/10/2016
56 Grants Tourism (Consumer) Trade Show Grant: Assistance for associations (not individual property) of up to $2,000 for shows outside Montana Contact Carol Crockett, Tourism Grant Manager, International Trade Show Exhibition Assistance B2B Language Translation Services & Production Fees - assistance for businesses / CVBs Contact Angie DeYoung, International Trade Director: ADeYoung@mt.gov
57
58 Solar Eclipse
59 Thank you Danke Dank u Merci Grazi Arigatogozaimas Takk Xiexie
60 Thank you! Marlee Iverson International Travel Trade Manager Kim Birrell Travel Trade Coordinator /10/2016
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