UK OFFICE February 2015 REPORT Prepared by: Venessa Alexander UK Director

Transcription

1 UK OFFICE February 2015 REPORT Prepared by: Venessa Alexander UK Director Tour Operators Virgin Holidays Met with James Killick, Senior Contracts Manager, and Sonia Powell, Senior Marketing Executive, at their office in Crawley to discuss the 2015 contra marketing plan and new structure within Virgin Holidays. Room night stats are currently showing as 4% with 8592 room nights booked for 2015 as of 5 th February. TUI Specialist Met with Rachel McAneny, Destination Manager Florida, and James Litston, Visit Tampa Bay, at the TUI office in Crawley to discuss our joint co-op marketing plan for The original plan was reviewed in detail and suggestions made to enhance it were discussed with more direct to consumer activity recommended. Rachel committed to providing a revised plan in March and also provided an update on the status of the Hayes & Jarvis and Jetsave brochures and proposed website changes. Agent training will also be taking place in late April when representatives from three area hotels (Sirata Beach Resort, Tradewinds Island Resort and Holiday Inn Harborside) visit the UK. BA Holidays Met with Mark Tanner, Destination Manager Florida, Sara DiLenardo, Destination Executive Florida, Peter Brudenell, Marketing Manager and James Litston, Visit Tampa Bay to discuss a range of issues. Room night performance for our area in 2014 had seen a 57% improvement compared to 2013 and 2015 had started well with a 19% improvement versus the same period last year. However they were very concerned about this growth slowing dramatically in recent weeks and attributed this to a lack of special offers being forthcoming from many of the hotel partners in the area. Domestic performance has been strong and led to less discounts being offered to the International market and this has led to BA reporting stronger growth in other Florida markets at the expense of our area. Mark provided an update about their Complex project due to launch in July that will allow for easier multi-centre bookings in the future. We were also advised that the BA Call centre in Newcastle will have a dedicated 20-strong Florida team in place from April and have been invited to their Florida Day on 28 th April to train them on our area. This new team will also be travelling across Florida on various FAMs scheduled for later this year and our area will be included possibly as early as May. More details to follow. Also discussed was the budget and joint participation with Visit Tampa as part of their Florida marketing campaign planned for May or early June. Premier Holidays Met with Heidi Blades, General Manager North America. Items discussed included the cooperative marketing plan in partnership with both Visit Tampa and Seaworld Parks & Entertainment as well as providing an update on the area including the new hotel developments. We expect to receive a marketing proposal for initial review in early March. Heidi also expressed an interest in promoting packages for the 2016 Firestone Grand Prix of St. Petersburg and enquiries about this possibility will now follow.

2 Tropical Sky Met with Geoff Dobson, Product Manager, at their office in East Grinstead to discuss their Florida programme which was started in Since then it has grown to 525 room nights for our area in 2014 and they continue to target ambitious Florida growth going forward. They have developed a strong niche in the Weddings market and see this as a focus area of their business. Updates on new area hotels were provided and links to images supplied in anticipation of a website refresh. Agent training will take place during a follow-up visit with area hoteliers in late April. Meetings/Training/Events SeaWorld Parks & Entertainment Met with Simon Parry, Head of Sales UK & Ireland, and Ruth Roseweir, Head of Marketing, at their office in Central London. Discussed cooperative marketing plan with Premier Holidays (in partnership with Visit Tampa) as well as options for the joint annual VIP event later in the summer. Also met with the Sales Managers for UK & Ireland to discuss possible joint training initiatives going forward. Virgin Atlantic Met with two of the Business development executives at Heathrow Airport to discuss possible joint training opportunities, Also confirmed a visit to Glasgow with their Scottish Business development executive to call upon agencies & operators and provide updates and area training. Trade Shows The Holiday World Trade and Consumer Show - Took place in Dublin, Ireland from the January. We exhibited there as part of the Florida s Beaches Consortia from a booth within the Brand USA/Discover America area. The Holiday World Show is a widely recognized tourism and holiday services show in Ireland, showcasing the best of holiday destinations, wedding destinations and travel related services, honeymoon holiday services and also expert travel clinics. At the show the travel industry comes together and meets with both trade attendees and consumers looking to expand their destination knowledge. The show benefits from the presence of both tour operators and destination representatives ensuring attendees can receive the best inspiration and knowledge available. Across the three days of the show there were 40, 840 visitors. Ferie for Alle Exhibited in the Brand USA/Discover America area at the annual three-day Danish consumer travel show held in Herning between 20 th 22 nd February with the Danish representative for Fort Myers. Ferie for Alle is Scandinavia's largest consumer holiday fair with 62,855 visitors and almost 1,100 exhibitors attending in The International halls are the most visited with more than 90 % of all visitors looking for international holiday inspiration. The stand was busy throughout the whole three days and a large quantity of brochures and other collateral were distributed. TRADE LIAISON UK ad campaign Ongoing liaison during the month with Rooster PR, Miles, Media Agency Group, Virgin Holidays and VSPC to ensure the smooth running of the campaign and continued analysis of performance.

3 Tour America (Ireland) Provided images and fresh copy for our area to consider for use on their new website expected to launch in April. In-flight Confirmed a co-op marketing agreement with Graft to show our video onboard Thomas Cook and Aer Lingus flights for summer In addition Cosmos, Ocean Florida and USAirtours will distribute this ad as part of the Orlando video they send to all prospects and their customers which will reach approx 100,000 consumers. TUI Reviewed their existing brochure copy and provided recommendations and updates for consideration in the next issue. Hotels.com Launched co-op marketing campaign with hotels.com in Norway and Sweden which includes run of site advertising and dedicated landing page. BA Holidays Reviewed their website pages for our area and provided new copy suggestions and imagery for a future refresh. Hotelier UK Training Roadshow Provided assistance for April training roadshow planned by representatives of the Sirata Beach Resort, Tradewinds Island Resort and Holiday Inn Harborside. Confirmed training sessions with Barrhead Travel in Glasgow and will also jointly participate on a number of operator and agency training sessions scheduled in the South of England and Glasgow. British Airways Confirmed appointment at their USA Day at Waterside Headquarters near Heathrow Airport on 15 th April. Also confirmed attendance at the British Airways Call Centre in Newcastle-upon-Tyne for their Mini-Travel Market agent event that will focus on Florida and take place at the end of April. All Leisure Holidays Facilitated their solicitation to source a new hotel in our area to end their main Florida touring programme, Florida Everglades, Keys and Sunsets from Provided general information and support and a new agreement with the Sirata Beach Resort has been finalised which includes a two night optional add-on at the end of each tour. Discover America Copenhagen Workshop Arranged a solicitation request for prize donations at this annual trade and press workshop at the Marriott Hotel in Copenhagen, Denmark. The Guy Harvey Outpost have sponsored a 4 night stay and the Yacht StarShip contributed a Yacht Sensation Dinner Cruise for two. Shipment of destination guides, area maps and other collateral was also arranged prior to the event on 2 nd March. Florida s Beaches Plans are being finalised for our attendance at the TUR Consumer show in Gothenburg between 19 th and 22 nd March. Stella Travel Services Supplied a selection of area images and copy suggestions for consideration as they prepare their 2016 brochure USAirtours/TravelPlanners The recent Preferred Destination Campaign that took place with TravelPlanners in January has now ended and the results we have received show that during the campaign dates (1st 31st January):

4 - A total of 281 room nights had been booked this year versus 226 in the same period in An e-newsletter (sent out 8th January) had an open rate of 8,118 with a total of 356 CTR to the dedicated offer page. - The same e-newsletter was also sent out on the 11th January and had an open rate of 2,880 with a total CTR of A second e-newsletter (sent out 4th February) had an open rate total of 7,485 with a CTR of This second e-newsletter was re-sent on the 6th February and generated an open rate of 2,147 and achieved a total CTR of The Guardian Ad post via Facebook reached a total of 316 consumers with a total CTR of 53. Stella Travel Services The Travel 2 campaign has now ended and their results system will soon be able to report the findings which will appear in the next monthly report. Tour America The co-op marketing campaign is now up and running and will continue until the end of March. The campaign includes full takeover of their shop front window in Dublin for the month of January, e-bulletin newsletters, newspaper advertisements and web banner ads leading to our dedicated landing page showing special offers for the area. Expedia The recent co-op marketing campaign has now ended and results will be with us next month. Travel Republic Requested and received from VSPC office updated versions of banners to provide as part of the ongoing co-op marketing campaign. Also provided a fresh set of area images to be used on dedicated landing page. McColls Newsagent Promotion Reviewed and signed off digital assets for this brand awareness campaign featuring Virgin Atlantic and Postcard Inn on the Beach which runs until the middle of March. Results of the campaign are expected next month. British Airways/Visit Tampa/VSPC Fam Trip Work continues on the joint fam trip to both Tampa and St. Pete/Clearwater that will take place from the 7th 11th May Hotel accommodation in our area has been secured at the Barefoot Beach Resort, Indian Shores and the UK and US office are currently liaising to finalise the itinerary. Invites have now been sent out from the Visit Tampa UK office and attendees will be finalised in the coming weeks. USAirtours A staff Incentive has been set up with USAirtours and TravelPlanners staff that will take place during the month of March (1st 31st) for a chance to win Love to Shop Vouchers. The top seller who has booked the most room nights for each brand will win 100 worth of vouchers and we will also have a general prize draw of 50 worth of shopping vouchers for all other staff members that have made at least one reservation to include a stay in St. Pete/Clearwater. American Holidays (Ireland) Final coop marketing plan was received and signed off. Elements include print adverts in Sunday press, outdoor adverts on columns at four prominent locations within the Luas Dublin s light rail network - as well as various online and social media activity. The centre piece of the campaign was a cinema advert

5 opportunity with Carlton Cinemas allowing a specially adapted version of our recent UK TV advert to be shown with Irish voiceover across 84 screens a minimum of twice daily over a three week period. Visit USA Newsletter Provided information on the exhibition Dali and da Vinci: Invention of Art at the Dali Museum for inclusion in the next Ireland and Denmark e- newsletters to both trade and consumer databases. America As You Like It Assisted Cath Pusey with recommendations of 3-4 star hotels in the Clearwater Beach and St. Pete Beach Area for a group booking they are looking to make in the summer of Flight Centre / Infinity Holidays Discussions are taking place with Dominique Kotsias, Destination Manager for North America to arrange training for the call centre staff based in New Malden as well as discussing possible opportunities to train their retail travel agents based in their Flight Centre Stores around the UK. Gold Medal Travel Assisted Mike Mahony Sales Team manager at Gold Medal with contact details for the Sheraton Sand Key Resort who would be able to assist with a leisure enquiry. Gold Medal Travel Provided Harriet Moon at Gold Medal Travel with up to date imagery, logos, and copy in preparation for the retail activity we will be participating in from April This activity includes production of A3 sized travel agency posters as well as attendance at a staff training day in Preston at the end of April. American Holidays Provided complimentary Clearwater Marine Aquarium tickets to John Devereux, Managing Director of American Holidays in Ireland for his visit to our area at the end of February. ENQUIRIES: Telephone/website enquiries for information and/or literature 51 MARKET INTELLIGENCE: Source Travelbiz Ezine 3rd February Thomas Cook add more Orlando flights from Belfast Thomas Cook Airlines has announced that it is adding another three flights direct from Belfast International Airport to Florida for Summer 15. This is in addition to the already announced flights to Florida, Las Vegas and Cuba. The services will operate using the Airbus A330 fleet. This expansion of services to Florida will be a big hit with local holidaymakers who will now have more choice direct from their local airport. We are delighted that Thomas Cook are continuing to expand in the Northern Ireland holiday market. The additional Belfast flights to Orlando in Summer 15, more than doubling additional capacity, will now depart on Fridays for 14 nights on the latest A330 with 49 Premium and 265 economy seats on 26th June, 3rd July and 4th September 2015, said Graham Keddie, (MD Belfast International Airport).

6 Source Travel Weekly 9th February Dnata tipped as buyer for Kuoni tour operations Emirates dnata arm is tipped as being among a handful of prospective suitors showing an early interest in bidding for Kuoni s tour operations. It is not clear whether interest from dnata and several private equity firms is for all the operations or whether they intend to cherry-pick parts. Dubai-based dnata has shown a growing interest for UK tour operations. Dnata bought Gold Medal from Thomas Cook for 45 million and added Travel 2 parent Stella Travel Services just seven months later. Dnata said at the time that it had plans for extensive growth as it seeks to build on brands that also include Travel Republic. A Kuoni group spokesman told the Sunday Telegraph that there had been expressions of interest and the sale was progressing well but declined to comment on specific names. Kuoni s tour operating business reported a pre-tax loss of 3.8 million for the year ending 2013, but is now understood to be profitable. The UK arm has 35 branded travel agency outlets, including ten concessions in John Lewis department stores. Swiss-based Kuoni is looking to get out of the consumer travel industry amid fierce competition from online comparison sites and budget airlines. It is planning to concentrate on government travel and business services. The tour operating business includes services in Hong Kong, India, Belgium, Switzerland and the Nordics. Source Travel Weekly 9th February IAG commits to future of Aer Lingus A number of commitments to protect the future of Aer Lingus have been made by British Airways owner International Airlines Group in an effort to win take over approval from Dublin. IAG would "offer legally binding commitments that go well beyond the protections currently available to the government and would give it an important role in securing the future of Aer Lingus". The UK airline group s revised 1.36 billion bid for Aer Lingus is conditional on support from the Irish government, which controls 25% of the former Irish flag carrier. IAG said the commitments would ensure that Aer Lingus 23 slot pairs at Heathrow cannot be sold, including to other group airlines and the carrier would retain its name and head office in Ireland. Additionally, IAG is prepared to offer a further commitment to operate the slots on Irish routes for five years. The company said this was a protection that the Irish government does not have today. IAG chief executive Willie Walsh said: "We are committed to maintaining and strengthening Aer Lingus. We want to develop air services that ensure Ireland's connectivity is enhanced. In seeking the support of the Irish government, we propose to offer it legally binding commitments that go well beyond the protections currently available to it. These commitments would give the Irish government an important role that they do not have today in securing the future of Aer Lingus." The commitments and giving greater powers to the Irish government would be subject to Irish takeover rules and EU competition review. Irish transport, tourism and sport minister Paschal Donohoe has said that the potential sale of the state s "Aer Lingus shares will be given very careful examination before the government takes any decision on the issue. He added that he will "examine the details" of IAG's offer. Aer Lingus' trade union, Impact, has warned that up to 1,200 jobs at the airline could be at risk if it was acquired by IAG. Source Travolution 11th February Thomas Cook lets consumers star in their own personalised brochure Consumers are being given the chance to upload holiday photos to create their own brochure cover, which can be shared on social media. The 'Brochure Cover Star' initiative from Thomas Cook enables consumers to build, share or download their own personalised brochure via Thomascook.com. Thomas Cook s Twitter, Instagram and Facebook pages

7 feature links to a dedicated webpage on Thomascook.com to create a bespoke brochure with text. Users will be invited to share their design via their Facebook or Instagram account with a single click, accompanied by the hashtag #RGT. Every cover star who shares their personalised pages will be entered into a prize draw to win a holiday for two in Cyprus. They will also be in with a chance for their photos and holiday memories to be selected by Thomas Cook to feature in what is being claimed as the travel industry s first brochure exclusively featuring digital, user-generated imagery. The initiative forms part of the company s integrated multi-channel brand communication campaign, which features user-centric content and focuses on consumers enjoying Real Good Times on holiday. Thomas Cook's UK and Ireland SEO and content manager, Carl Hallam, said: The Real Good Times campaign aims to evoke special memories and inspire people on where they can go on holiday with their loved ones. Be A Brochure Cover Star takes this one step further and creates an environment where customers can share their special memories and create their very own bespoke brochure cover. In the short time since this went live, we've seen this used in a variety of ways, from some customers using it as a keepsake of their time abroad to others building their own brochure as a way to surprise their children when telling them that they are going to one of our family resorts for their summer holidays! It has sparked conversation across the web on what a holiday really means to our customers. Source Travel Weekly 26th February Thomson opens new concept store in Gateshead Thomson has opened its Holiday Design Store in the Metrocentre in Gateshead. The company's latest concept store was originally announced by the company last April and was due to open last summer. However it was held up due to delays related to the leasehold agreement for the premises and finally opened today, February 26. It is Thomson's 27th 'next generation' shop but only the second to incorporate all the new concept features, including an immersive video wall at the front of the shop. It will be the largest shop based on targeted customer volumes, rather than floor space. In total there are six Holiday Design Stores to include all the new concept features. They are in Bluewater Shopping Centre in Kent (pictured), Liverpool, Bristol, Sheffield Meadowhall and Glasgow city centre. The other 21 stores feature some elements of the new design. All 27 have opened, or relaunched under the new concept, in the last 18 months. The shop replaces two Thomson stores in the shopping centre and is 2,000 square feet. It is being officially opened by the Newcastle Falcons Rugby team, with customers getting the chance to win a family ticket to see them play. Over the next few days a variety of opening events are being held at the store: Thomson cabin crew will be serving afternoon tea for customers on Friday; Las Vegas showgirls will make an appearance courtesy of Hayes and Jarvis on Saturday; and there will be a guest appearance by the Metro Centre's own 'Metro Gnomes' on Sunday. Among the shop's features are an 84 inch touch screen interactive map designed to inspire customers to book. Customers will be able to view 'top ten' lists and live weather information, reviews and videos of destinations and hotels. Social media feeds will be streamed on to screens in the store, with holidaymakers encouraged to tweet their name and holiday destinations. The store is divided into zones with an 'advice bar', self-service computer, and holiday booths to sit down with an agent. Jill Carter, director of retail at Tui UK & Ireland, said: "We are thrilled to open our Holiday Design Store in the Metro Centre. All existing Holiday Design Stores have proven to be a huge success. "Our new technology will enable staff to tailor the holiday completely around the customer, significantly improving the overall booking experience."