MARKET PROFILE ANALYSIS

Transcription

1 MARKET PROFILE ANALYSIS Year 2012 Results of a survey carried out between January to December 2012 Malta Tourism Authority Research Unit Market Support & Development

2 Market Dynamics January to December was a record year for inbound tourism with over 1.4 million tourists. The total number of tourists (including overnight cruise passengers) reached 1,454,400, recording an increase of 2.0% or 28,990 more tourists when compared to year If these, 1,443,973 were tourist departures, increasing by 2.1% or by 29,471 more tourists when compared to Year 2011 Year 2012 Absolute Change 12/11 Percentage Change 12/11 Total Tourists (incl. overnight cruise pax) 1,425,411 1,454, , % Tourist Departures 1,414,503 1,443, , % Nights spent 11,702,616 12,618, , % Average length of stay 8.3 nights 8.7 nights +0.4 of a night +4.8% Expenditure ( 000s) 1,233,851 1,344, , % Expenditure per capita ( ) % Source: NSO

3 Tourists Visiting Malta Over a 5-year span ( ) tourist departures registered an average annual growth rate of 3.3%. Total Tourist Departures January to December ,600,000 1,200,000 1,243,510 1,290,856 1,182,489 1,338,841 1,414,503 1,443, , , Source: NSO

4 Monthly Tourist Departures 1,443,972 61,373 85, , , , , , , ,979 80,071 61,788 61,282 Year ,414,503 54,902 83, , , , , , , , ,202 65,661 64,092 Year ,338,841 54,970 79, , , , , , , ,657 76,431 53,135 55,013 Year ,243,512 51,532 82, , , , , , , ,792 71,281 50,547 51,736 Year % DEC 2.1% TOTAL 2.0% NOV 3.2% OCT 6.0% SEPT 4.4% AUG 7.2% JUL 6.2% JUN 2.5% MAY 1.8% APR -20.1% MAR -5.9% FEB -4.4% JAN % Change 12/11

5 Tourist Guest nights Year 2012 was a record in terms of nights spent by tourists reaching 12.6 million, increasing by 7.8% or by 915,755 nights when compared to year The average length of stay stood at 8.7 nights, up by 0.4 of a night when compared to year Guestnights January to December ,000,000 12,000,000 10,000,000 11,016,993 10,962,463 9,949,378 11,147,898 11,702,616 12,618,372 8,000,000 6,000,000 4,000,000 2,000, Source: NSO

6 Tourist Expenditure billion worth of expenditure was generated by tourism activity in This represents an increase of 9.0% or 111million over year During the period January to December 2012, tourist expenditure recorded increases throughout all categories, with the highest % increase registered in the non-package expenditure on air/sea fares. ( 000s) % Change 12/07 % Change 12/11 Package 440, , , % 7.0% 1,600,000 1,400,000 1,200,000 1,000,000 Air/sea fares 141, , , % 15.7% 800, , , ,000 0 Source: NSO 1,058,069 Non-package expenditure Tourist Expenditure ( 000s) January to December ,069, ,927 Accommodation 101, , , % 11.1% 1,344,963 1,233,851 1,131, Other expenditure 375, , , % 7.7% Total 1,058,069 1,233,851 1,344, % 9.0%

7 Purpose of Visit Holiday remains the main purpose of visit accounting for 77.4% of total visits. A further 7.0% visited friends and relatives. Both holiday trips and VFR trips increased when compared to the previous year. 7.9% of tourists came for business. This segment registered a decline of 2.6% when compared to year Business 7.9% Purpose of Visit Year 2012 VFR 7.0% Other 7.6% Holiday 77.4% Source: NSO Purpose of Visit Abs. Chg. 2012/2011 % Change 2012/211 Holiday 992,613 1,084,526 1,117,640 33, % Business 98, , ,756-3, % VFR 53,558 98, ,627 2, % Other 98, , ,951-3, % Total 1,243,508 1,414,503 1,443,973 29, %

8 Market Profile Key Findings

9 Methodology The results presented in this report are based on MTA s Market Profile Survey. This is a on-going postal survey distributed to tourists coming from main source markets upon their arrival at the Malta International Airport. In year 2012, a total of 6,227 valid responses were received from the following nationalities: UK Italy Spain Belgium Netherlands Scandinavia France Austria Germany Switzerland Republic of Ireland Total N 2, ,227 %

10 Market Profile Key Findings Part 1: Socio-Demographic Profile

11 Socio-Demographics Year 2012 (%) Year 2011 (%) Gender Male Female Marital Status Single Married / living together Divorced / separated Widowed

12 Age Year 2012 (%) Year 2011 (%) Average Age by Market Year 2012 TOTAL 54.6 UK 58.7 Under Italy Spain Belgium Netherlands Scandinavia France years Austria Germany Sw itzerland Total Survey results indicate that in 2012, tourists visiting Malta were on average 54.6 years of age. Like the previous year, the largest age bracket of survey participants comprised tourists between 55 and 64 years of age. Ireland Age A closer look by market indicates that British tourists are of a higher age profile than the other tourists with an average age of 59 years. On the contrary, the Spanish and Italian tourists are of a younger age profile with an average age of 44 and 46 years respectively.

13 Occupation & Net Income OCCUPATION Director Manager Office/retail worker Professional Skilled worker tradesman Manual worker Self-employed Student Housewife Unemployed Retired Net income per month Rank 1 Rank 2 Year 2012 (%) ,577 Year 2011 (%) ,368 Survey results indicate that during 2012, one third of tourists visiting Malta were retired individuals. This is reflective of the British tourists visiting Malta. Around 19% of respondents were office or retail workers. The share of office/retail workers stood highest amongst Belgians, Germans, Italians, Dutch and Swiss tourists. A substantial share of Spanish (34%) and Scandinavian (21%) tourists were professionals. In 2012, tourists visiting Malta earned an average net income of 2,577 per month.

14 Internet Access Year 2012 % Year 2011 % Access to internet - From home - From work - From other pc - No access Internet usage - Search for travel information - Book travel Most tourists have internet access from home. The internet continues to penetrate the travel market the large majority of tourists utilise the internet to search for travel information. The share of tourists who book travel online remained constant when compared to year 2011.

15 % Rating of visitmalta.com Very Good Good Fair Poor Very poor Year 2012 Year 2011 Survey results indicate that around half of total respondents accessed the before coming to Malta. Similar to the previous year, seven of every ten respondents rated the website as good. Visited the site before coming to Malta: Year 2012: 48.6% Year 2011: 49.8%

16 Last Two Holidays Last Two Holidays - Year 2012 Main Countries (Base 100%) Spain Malta Italy France Percent USA Canary Islands Turkey Portugal Greek Islands Germany Greece Balearic Islands Cyprus Egypt Austria England Croatia Netherlands Ireland Morocco Tunisia Madeira (Portugal) Prior to this visit to Malta, most respondents took their last two holidays in Spain, Malta, Italy and France. Other preferred destinations included the USA, the Canary Islands and Turkey.

17 Competing Destinations Main Countries Considered Prior to Choosing Malta - Year 2012 (Base 100%) Spain Italy Greece Cyprus Canary Islands Percent Portugal Turkey France Greek Islands Madeira Croatia Balearic Egypt Sicily USA Morocco Tunisia England Germany Ireland As in the previous year, Spain, Italy, Greece, Cyprus and the Canary Islands were the top destinations considered by respondents prior to choosing Malta.

18 Part 2: Journey to the Maltese Islands

19 Sources of Influence (Multiple Response) Newspaper/magazine advert Newspaper/magazine article Recommendation by travel agent Travel guide Year 2012 (%) Year 2011 (%) As in the previous year, word-of mouth recommendation ranked as the top influential source for one third of total respondents. Tour operator brochure TIO literature Recommendation by family/friends Travel show/fair The previous visit ranked as the second top influential source following by the internet. Internet Previous visit TV advert TV programme Promotional material Radio Rank 1 Rank 2 Rank 3

20 Top Influential Means by Market Word-of-mouth recommendation is the most influential source of influence for most of the studied markets with the exception of the British, Dutch and Scandinavian tourists. This stood highest amongst Italian and Spanish tourists with over two out of five respondents citing this as the primary source of influence. British tourists were primarily influenced through their previous visit while Dutch and Scandinavians were mostly influenced through the internet. BRITISH Previous visit Word-of-mouth recommendation Internet FRANCE Word-of-mouth recommendation Internet Travel guide AUSTRIA Word-of-mouth recommendation Previous visit Internet ITALY Word-of-mouth recommendation Internet Previous visit GERMANY Word-of-mouth recommendation Internet Previous visit BELGIUM Word-of-mouth recommendation Tour operator brochure Internet SPAIN Word-of-mouth recommendation Internet TV programme NETHERLANDS Internet Word-of-mouth recommendation Previous visit SWITZERLAND Word-of-mouth recommendation Internet Previous visit SCANDINAVIA IRELAND Internet Word-of-mouth recommendation Word-of-mouth recommendation Previous visit Previous visit Market Profile Internet Year 2012

21 Reason for Choosing Malta (Multiple Response) Year 12 (%) Year 11 (%) 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 Rank 1 Rank 2 Rank 3 As in the previous year, the three prime motivators for visiting Malta were agreeable climate, novelty of the destination and history and culture. Most motivators gained market share when compared with year 2011; value for money registered the greatest increase of 2.1 percentage points.

22 Main Motivators by Market The top three motivators vary by market. In year 2012, British, French, Dutch, Swiss, Scandinavian and Irish tourists were primarily motivated to visit Malta for its agreeable climate whilst Italian, Spanish, Belgian and German tourists chose Malta mainly for its novelty. History and culture also ranks as one of the top motivators especially for Austria and German tourists. BRITISH Agreeable climate Result of previous visit History and culture FRANCE Agreeable climate Novelty of destination History and culture AUSTRIA History and culture Agreeable climate Novelty of the destination ITALY Novelty of destination Cost/value for money Agreeable climate GERMANY Novelty of destination History and culture Agreeable climate BELGIUM Novelty of destination Agreeable climate History and culture SPAIN Novelty of destination History and culture Agreeable climate NETHERLANDS Agreeable climate Novelty of the destination History and culture SWITZERLAND Agreeable climate Novelty of the destination Agreeable climate SCANDINAVIA IRELAND Agreeable climate Agreeable climate Novelty of destination Novelty of destination History and culture Market Profile Cost/value Year 2012 for money/history and culture

23 Booking Arrangements Timing of Decision and Reservation Year 2012 Decision Booking % Less than 1 week 1 to 3 weeks 1 month 2 to 3 months 4 to 6 months Over 6 months - Slightly more than one third of respondents took their decision to come to Malta 2 to 3 months prior to departure date whilst around two in five respondents decided to come to Malta over 4 months in advance. - Booking arrangements were done closer to departure date. Whilst around 14% of respondents decided to come to Malta 3 weeks or less in advance, 21% made booking arrangements during the same time frame.

24 Type of Booking Arrangement Survey results indicate that slightly more than half of respondents bought a package holiday whereas 37% booked independently. One in ten respondents bought a package and also booked other components of the trip independently. A closer look by market indicates that package trips for Malta were more common amongst German, Belgian and Dutch tourists with around seven out of ten respondents engaging in this type of booking arrangement. On the contrary, most Spanish, Italian and Irish tourists preferred to make their own travel arrangements. TOTAL UK Italy Spain Belgium Netherlands Scandinavia France Austria Germany Switzerland Ireland Booking Arrangements - Year % 20% 40% 60% 80% 100% A package Non-package Partly package/partly non-package

25 Booking Arrangement With whom were bookings made? Year 2011 Year Percent Tour operator/travel agency Directly with suppliers Exclusively internet-based travel operator Around half of total bookings were done with a tour operator or travel agency. The share of tour operator bookings registered an increase of 2.5 percentage points when compared to last year. Around three out of ten respondents made direct bookings with suppliers whilst one fourth booked their trip to Malta with an exclusively internet-based travel operator.

26 Type of Booking Arrangement Package Non- Package Partly Package/ Partly Non- Package Total N= 3,197 2, ,116 Share of Total 52.3% 37.3% 10.4% 100.0% Booking Operator: Tour operator/travel agent 76.2% 17.0% 51.8% 51.6% Directly with supplier 3.0% 63.9% 26.5% 28.2% Exclusively internet-based operator 19.5% 31.6% 27.5% 24.9% Booking Arrangement: Flight 90.1% 98.6% 96.9% 94.0% Vehicle hire 4.6% 20.7% 19.0% 12.1% Accommodation 88.5% 88.0% 93.2% 88.8% Site/attraction visits 7.6% 4.0% 10.7% 6.6% Transfers 66.2% 30.8% 61.1% 52.5% Event tickets 1.4% 1.3% 3.3% 1.6%

27 Package: Booking Arrangement 52.3% of all respondents bought a package trip. 76% of package holidays were bought from a tour operator/travel agent. One of five package trips were bought from an exclusively internet-based travel operator. Only 3% of package trips were bought directly from suppliers. The package mainly included flight, accommodation and transfers. Non-package: 37.3% of all respondents made booking arrangements independently. Most non-package trips (64%) were booked directly with suppliers. Nearly one third of non-package trips were done with an exclusively internetbased travel operator whilst 17% were done with a tour operator or travel agent. Travellers opting for non-package type of arrangement mostly bought flight and accommodation whilst three out of every ten respondents booked transfers.

28 Internet Booking for the Malta Trip % Internet Bookings for the Malta Trip Year 2011 Year Yes No Booking arrangement of internet bookers: Package Non-Package Partly Package/Partly Non-package TOTAL 36.3% 52.8% 11.0% 100.0% Survey results indicate that around 65% of tourists book their trip to Malta or part of their trip online. Online bookings were mostly made for non package type of trips.

29 Internet Booking for the Malta Trip by Market TOTAL Internet Booking for the Malta Trip Year 2012 UK Italy Spain Belgium Netherlands Scandinavia France Austria Germany Sw itzerland Ireland Yes No % 20% 40% 60% 80% 100% Survey results indicate that around 65% of tourists booked their trip to Malta or part of their trip online. The share of online bookings was highest amongst Spanish, Scandinavian and Irish tourists. Most of these tourists travelled to Malta via low cost carriers. On the contrary, the share of internet bookers was lowest amongst Austrians, Germans and Belgians.

30 Type of Booking Arrangement of Internet Bookers Package Non- Package Partly Package/ Partly Non- Package Total Internet Booking: YES 45.9% 90.8% 68.9% 65.4% Internet bookers N=1,417 N=2,061 N=429 N=3,907 Online Booking made with: Tour operator/travel agent 56.0% 10.8% 33.6% 29.7% Directly with supplier 4.9% 68.4% 35.9% 41.8% Exclusively internet-based operator 41.1% 34.6% 40.8% 37.7% Online Booking Arrangement: Flight 90.1% 97.8% 89.5% 94.1% Vehicle hire 6.0% 20.3% 21.7% 15.3% Accommodation 88.8% 81.9% 81.6% 84.3% Site/attraction visits 6.2% 4.1% 8.2% 5.3% Transfers 66.4% 25.1% 47.3% 42.5% Event tickets 1.0% 1.0% 1.9% 1.1%

31 Type of Booking Arrangement of Internet Bookers Around 65% of all respondents booked the Malta trip or part of their trip online. Online bookings were mostly made for non package type of trips. Non-package: The large majority of non package type of travellers (90.8%) booked their trip to Malta online. Close of seven out of ten (68.4%) online non-package bookings were made directly with suppliers. One third of online non-package bookings were done with an exclusively internetbased travel operator. Travel items booked mostly included flight and accommodation. Package: Out of total package trips, 45.9% were done online. Most online package trips (56.0%) were done with a tour operator/travel agency. Around two out of five online package trips, were done with an exclusively internetbased travel operator.

32 Part 3: Experiencing the Maltese Islands

33 Type of Visit Breakdown of respondents by type of visit: % Malta only 91.5% Gozo only 4.3% Comino only 0.2% Two-centre holiday 4.0% Total 100.0% Average Length of Stay 8.8 nights 9.5 nights 9.6 nights 10.7 nights 8.9 nights - The total average length of stay in the Maltese Islands of survey respondents stood at 8.9 nights. - The large majority (91.5%) slept in Malta only, with an average length of stay of 8.8 nights % of surveyed respondents slept in Gozo only. - Around 4.0% of total respondents took on a two-centre stay in Malta, Gozo or Comino.

34 Visit to Malta Year 2012 % Year 2011 % 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 Out of previous visitors: Visited Gozo Been on a cruise trip to Malta

35 Length of stay Duration of Stay Year Malta Gozo 1 to 3 nights 4 to 7 nights 8 to 14 nights Over 14 nights -The largest share of tourists stayed for 4 to 7 nights; this stood highest in Malta with a share of 64.3%. - Short stays of 1 to 3 nights were more common in Gozo, attracting nearly three out of ten out of Gozo overnight trips.

36 Type of Accommodation Used Accommodation Used - Year star hotel star hotel star hotel 15 2 star hotel 1.1 In year 2012, 90.5% of total respondents stayed in collective accommodation - 82% staying in hotels while 8.5% utilising other collective accommodation. Tourist village Apart-hotel The majority stayed in 4-star hotels. Guesthouse/hostel SC/apartment Farmhouse/villa Timeshare Host family Friends/relatives Own private residence Percent Around 9% of tourists stayed in private accommodation including self-catering apartments, farmhouses, host families, with friends and relatives or in own private residence.

37 Locality Stayed In Main Localities of Accommodation - Year 2012 Survey results indicate that three out of ten tourists stayed in St Paul s Bay area, with 20.3% staying in Qawra. Qawra Sliema St. Julians Mellieha Marfa Bugibba Gzira Floriana The Sliema area was the second most stayed-in area around 15.7% stayed in Sliema, the rest stayed in Gzira, Msida or Pieta. Around one fifth of respondents stayed in the Northern part of Malta mostly in Mellieha, Marfa, Golden Bay, Ghadira and Cirkewwa. Valletta St. Paul s Bay Golden Bay Area of Accommodation: St Paul's Bay 29.5% Cirkewwa 2.2 Sliema area 20.9% Ghadira Salina Attard Northern area St Julian's area 20.4% 13.8% Marsaskala Paceville Swieqi Floriana/Valletta South area 7.0% 1.1% GOZO & COMINO 5.3 Attard/Rabat/Mdina 1.3% % Gozo and Comino Other 5.3% 0.6%

38 Basis of Accommodation Basis of Accommodation Year 2012 Year Timeshare Self-catering 10.7 Bed and breakfast was the most frequently used basis of accommodation utilised by 35% of respondents. This basis of accommodation remained constant when compared to year All Inclusive Full board Half board One third of surveyed tourists stayed on a half board basis making it the second preferred basis of accommodation. Bed and breakfast Bed only Around 11% of total respondents opted for self-catering accommodation %

39 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 2012 (%) people Year 2011 (%) people

40 Activities Engaged In Sport/Outdoor Activities: Swimming Diving Other watersports Walking/hiking Climbing Golf Attend sports events Participate in sports events Cultural Activities: % % Recreational Activities: Spa/wellness Shopping Nightlife/clubbing Dine at restaurants Casino Cinema Attend cultural events: % % Cultural activities were popular with tourists particularly the visiting of historical sites, churches and museums. Other activities engaged in included dining, shopping, walking/hiking and swimming. Go sightseeing 86.1 Theatrical performance 2.4 Visit historical sites 77.6 Dance 1.5 Visit museums 50.1 Opera 0.7 Visit churches 68.4 Music/concert 5.1 Visit arts/crafts sites 30.4 Festas/folk/festival 12.3 Visit local produce sites 18.0 Visual arts 3.3

41 Localities Visited in Malta (Multiple Response) Valletta Mdina/Rabat Three Cities Marsascala Mellieha Sliema St Julians Paceville St Paul's Bay/Bugibba/Qawra Dingli Marsaxlokk Mosta Hagar Qim/Mnajdra Wied iz-zurrieq/blue Grotto Year 2012 (%) Year 2011 (%)

42 Gozo visit Been to Gozo Year % Year % % Type of Gozo Visit Year 2012 Year 2011 A day trip to Gozo One night stay More than one night Slightly more than six out of ten respondents visited Gozo during their stay. Of these, the majority were day-trippers (86.8%). 0.9% had an overnight stay while 12.4% spent more than one night in Gozo.

43 Localities Visited in Gozo (Multiple Response) Citadel/Victoria Marsalforn Xlendi Ggantija Dwejra/Azure Window Ta' Pinu Basilica Ramla Bay Other Year 2012 (%) Year 2011 (%)

44 Comino Visit Around one fourth of total respondents paid a visit to Comino. The share of Comino visitors remained quite constant. Year 2009 Year 2010 Year 2011 Year 2012 Visit to Comino Yes No % 50% 100%

45 Expenditure Year 2012 Cost of holiday booking Expenditure during stay Per stay Per night Cost of holiday booking includes: Flight Accommodation Excursions Transfers Vehicle hire Other %

46 Hospitality of the Local People Hospitality of the Local People Year 2012 Year % Very Good Good Not so Good Poor Very Poor Year-on-year survey results indicate that most tourists are satisfied with the high levels of hospitality that Maltese and Gozitan people have offered. In year 2012, hospitality received positive ratings ( very good and good ) by 94% of respondents.

47 Recommend Malta Would recommend Malta Year % Year % Recommend YES (Multiple Responses based on 4,248 respondents) Friendly and hospitable locals (23.0%) History, culture, architecture, tradition (20.3%) Good experience, nice atmosphere (12.2%) Agreeable climate (19.4%) Nice landscape, nature (11.2%) Variety of things to do (10.6%) Relaxing, peaceful, enjoyable (7.5%) Good value for money (7.0%) Ideal for swimming (3.2%) Worth seeing (2.2%) Original, particular, unique (2.0%) Safe (1.4%) English speaking (1.2%) Good for diving, snorkelling (1.0%) A total of 6,168 recommendations were generated of which 93.2% were positive while 6.8% were negative.

48 Intend to Visit Malta Again Intend to visit Malta again When to visit again: - 1 less than one year - In 1 to 2 years - In 3 to 4 years - In 5 years or more - 1 less than one year Year 2012 % Year 2011 %

49 Top words associated with Malta : 15.9% 13.2% 8.7% 5.4% 5.0% 5.0% 4.4% 3.5% 2.4% 2.2% 2.1% 1.9% 1.6% 1.5% 1.3% Friendly, hospitable, helpful, welcoming History, culture, heritage, tradition Sun, sunny, blue Warm Relaxing, peaceful, serene, tranquil Amazing, brilliant, enjoyable, stunning, attractive Sea, beaches, coast, fish Weather, climate Nice landscape Pleasant Interesting Value for money Churches Clean Safe Base 100%; N=14,586 words Out of total Words generated 92.9% were Positive and 7.1% were Negative