Vakantiebeurs Show Report 9th to14th January 2018 & Salon des Vacances Show Report 1st 4th February

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William Taylor
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1 2018/19 Vakantiebeurs Show Report 9th to14th January 2018 & Salon des Vacances Show Report 1st 4th February Jane Chivers Tourism South East 2018/19

2 Vakantiebeurs Overview and Summary The 48 th edition of, the Vakantiebeurs show took place from January 9 to 14, 2018, in the Jaarbeurs in Utrecht. Tuesday 9 January was the trade only day for professionals in the tourist sector. Wednesday 10 welcomed both trade and consumer, the rest of the show is consumer only. This year Vakantiebeurs spilt there trade and consumer figures attracting 14,575 trade professionals and 105,369 consumers, up 2% in total on last year. There were 119 countries showcasing their products at the show and 1126 exhibitors in total. The overall research conducted by the organizers at the show indicates that the main reason for the trade to visit: - To stay informed about trends and developments To maintain existing contacts To meet other professionals To make new contacts To attend the content program 68% of the visitors said they made new contacts at the show. The average visit time to the show was just over 5 hours, with 77% of the trade rating the information at the show as good or very good. 61% of the trade attendees where decision makers within their organisations & 32% owners or directors. The main reason for the consumer to visit this event:- To find information on future holidays Get inspired about new destinations A fun day out To find information about a booked holiday To select a holiday destination. Average duration at the show was 4 hours plus, with 23% of the visitors being first timers. 80% of the visitors rated the show as good or very good. The main countries of interest where Netherlands 23%, Europe 70% and Outside of Europe 69%. The age of the show visitors =-28% of the visitors where over 35, 26% over 55, 26% over 65 with 23% of the visitors having a family. Holiday types The survey results from the 152 competition entries on the TSE stand indicates that history/heritage and museums at 72% remains favorite, followed by holidaying as a couple, camping/caravanning and touring holidays at 56%. These were followed by visiting a country pub 42% and food and drink 32%. On average, visitors plan to take 2.6 holidays in They expected to spend a total of 3,532 (up on last year) per person on holidays in 2018.

3 Trends The recent international passenger survey (IPS) numbers show visits from overseas residents to the UK in Q3 (July to September) 2017 were up 3% on Q at 10.9 million. Spending by overseas visitors during Q3 was up 8% compared to Q3 last year (in nominal terms) at 8.2 billion. Visitor nights in Q3 were up 1% on the same period last year. For visitors from the Netherlands, January to March saw visitor s numbers grow by % on 2017, April June saw a slight fall by 5.12%, July to September a growth of 12.46%, last quarter is not yet out, but at this point the Dutch market is up 4.56% on 2017 with 1.38 million visitors. This market still remains a key inbound market to the UK. TSE AT VAKANTIEBEURS & SALON DES VACANCES We have worked alongside the Dutch inbound operator, House of Britain (HoB) for Vakantiebeurs for 6/7 years. This was the first year we attended Salon des Vacances with HoB. For the Vakantiebeurs show, HoB provides a Britain and Ireland exhibitor area and catering facilities. Tourism South East has, over several years, facilitated a presence for its partners within the Britain and Ireland area, under the banner of England s South Coast & Beyond. For the Salon des Vacances show, HoB ran a small Britain area. TSE was one of the stand pods showcasing their products to the Belgium market. The representation for the show was considerably reduced, with only TSE, HoB and transport providers P&O. This is expected to change for 2019 as a number of the DE funded projects have already booked to attend. TSE offered a number of entry points to its members to promote themselves at Vakantiebeurs & Salon des Vacances. Full Stand Partner Leaflet Distribution Press and trade day attendance Advertising in a touring map produced specifically for the show. Promotion via sponsorship, a competition or special offer In addition, in a special arrangement with HoB and funded by TSE, each full stand partner was offered a presence in a brochure of bookable product, produced by HoB for Dutch consumers translated Dutch brochures were promoted for Vakantiebeurs & Salon des Vacances on both the TSE stand and the HoB stand. HoB also promotes the holiday products directly distributed to its database and on its website.

England s South Coast Touring Map A total of 5000 England s South Coast touring maps were printed for distribution between both shows This was supported by 27 advertisers and contained a map of the

The leaflet highlighted what makes the South Coast unique, food and drink and showcased the stand partner, websites.

4 England s South Coast Touring Map A total of 5000 England s South Coast touring maps were printed for distribution between both shows This was supported by 27 advertisers and contained a map of the area, journey times from Dover and new for this year, discount vouchers for use at various attractions. The leaflet highlighted what makes the South Coast unique, food and drink and showcased the stand partner, websites. Two attractions have already reported having received vouchers through the door (March 2018). The map was very useful and was used by all of the stand holders to help highlight areas, roads, routes of travel, distance and timings. Advertisers where highlighted in conversations where appropriate, such as Arundel Castle when travelling along the A23, Sudbury House & Blenheim Place when talking about the Oxfordshire region. Enquires made to the TSE stand that related to members already being represented on the stand, where passed directly to the stand holders to answer. General or region wide discussions where answered by TSE. The Dutch are still keen on printed material so the numbers of brochures taken during the show remains consistent. Camping and Caravan Leaflet Due to the notable demand for camping and caravan products TSE also produced a double page leaflet to sit alongside the Camping and Caravan organization official leaflets. TSE listed its members with camping and caravan sites in the South East, including a plotted map 350 of these where printed and distributed at each show. I would suggest spiting this into touring, camping and holiday parks for next year.

It was universally agreed, that where possible, we shall work much more collaboratively to assist the customer journey for 2019.

5 TSE Vakantiebeurs The location of the stand this year was very good, at the entrance to the hall and opposite the Irish pub. Kent and Hertfordshire where directly opposite, with the South West England located on the other side of the pub. It was universally agreed, that where possible, we shall work much more collaboratively to assist the customer journey for The HoB area had 26 participants in total, including the companies highlighted below. The area also contained an Irish pub and catering area cost effective coffee seems to have helped drive extra traffic to the stand. P&O Ferries East Yorkshire & Hull Visit Leeds Visit Wales Eurostar TUESDAY 9 JANUARY PRESS AND TRADE DAY WEDNESDAY 10 TO SUNDAY 14 JANUARY CONSUMER DAYS The TSE stand was well attended throughout the show, helped greatly by our positioning at the entrance to the hall. The mornings where busier than the afternoons. The weekend was the busier period, with 28,127 visitors attending the show on the Saturday. Wednesday was the quietest at 15, The flow of visitors however was consistent throughout the 5 consumer days.

Visitors to the show are researching and gaining information for short breaks and future holidays. As per Vakantiebeurs, the week day sees an older demographic, with a family market over the weekend.

6 TSE at Salon des Vacances Show Numbers For 2018 the show attracted 105,620 visitors with 140 journalists attending over the week. Salon de Vacances is a smaller show than Vankantiebeurs, covering 3 halls. The show is still paid entry for consumer only. Visitors to the show are researching and gaining information for short breaks and future holidays. As per Vakantiebeurs, the week day sees an older demographic, with a family market over the weekend. Many visitors came back for a second day. The footfall is slower; however the conversations are more in depth. Visitors are looking for a greater level of planning and deeper level of detail The Belgium s are less inclined to camping and mobile home holidays than the Dutch., preferring hotels and B&Bs. They are still looking for outdoor activity. The main entry point for travel is Dover, with a smaller majority entering via Harwich and flying into Gatwick. Representation of Britain at this show was limited, the South Coast therefore benefited from the limited products from the rest of the country. The HoB bookable product brochures were in demand. Scotland, South West and London information were frequently asked for will see a number of DE funded projects attending this show. Using the survey results from the competition run at the show - the Belgium audience shows an interest in travelling as couples, with the continued interest in History & Heritage over 60%. There is still an high interest in outdoors, touring, food and drink and country pubs all at 36% plus, with an equal interest between camping and luxury, dog friendly and visiting friends and family at 17%.

England s. The Route

England s. The Route England s England s The Route Who is it for? Target Market Segments: Cultural Adventurers Lifestyle Travellers Mature Experience Seekers It is for curious and inquisitive travelers. Those who like to go