Holland Branding & Marketing Strategy Holland2020 Supporting the known - Introducing the new China Bunnik, April 23 rd 2015
(x1,000) Arrivals 2010-2014 Development Chinese visitors to the Netherlands (2010-2014) 300 250 200 196 218 250 150 126 157 100 50 * In 2012 CBS expanded the number of the accommodations part of their accommodation and visitor statistics. This is why the number of registered accommodations and guests from 2012 onwards is not one-on-one comparable to the years before. 0 2010 2011 2012* 2013 2014 Source: CBS, Statistiek Logies Accommodaties 2004-2014 Base: all international visitors
Purpose of visit
Purpose of visit Purpose of Chinese visitors to Holland (2014) China 41% 55% 4% Total international visitors 68% 26% 6% Leisure Business Other Source: SIT, 2005-2014 Base: all international visitors
Visitor profile (Chinese visitor in Holland) Age 13-18 0% 19-24 10% 25-34 35% 35-44 31% 45-54 19% 55-64 3% 65 + 2% Source: SIT, 2014 Base: all international visitors
Visitor profile (Chinese visitor in Holland) There is no clear line between group traveller and individual traveller, balance of level of carefree and freedom during trip is key. 1. Depending on the way the decision is made rather than the way they travel (joining groups or on individual basis) 2. Carefree travel is far more important than the way of travel (group or on individual basis) 3. Semi-individual: individually decided but arrangement is done by agencies and travel in group.
Visitor profile (Chinese visitor in Holland) Mainly 2 types of people: 1. First timer (short of travel experience) In big groups Visiting high lights and land marks Short of time for everything with tight schedule Wants to see as much as possible Steady segment (nature growth annually) 2. Repeaters (experienced, not necessarily repeat visitor to Holland and Europe, often travel to other destinations, maybe first time to Holland) Relaxing pace Looking for local uniqueness More targeted (culture, sports, interests points pre-decided) Stay longer In groups (not always pre-arranged groups, often in groups of friends and family, or groups with someone who can speak the local languages) Fast growing market segment
Look & book
Booking behaviour Booking channel accommodation booking (2014) Directly with the accommodation provider Travel agent / tour operator Congress or meeting organiser Reservation centre of a bungalow or hotel chain Via an auction or discount website Via an online travel agent Other Don't know Did not book accommodation in advance 15% 12% 10% 2% 7% 6% 7% 6% 5% 12% 10% 4% 8% 7% 6% 9% 31% 41% China Total international visitors Source: SIT, 2014 Base: all international visitors
Booking behaviour Segmented booking source. Booking on behalf is very common (booked by agency online/accommodation directly). Different definitions of online tour operator or tour operator and travel agent, no difference in China: all called tour companies. More packaged products online (majority of online products are short hall and close by market packages), simple and cheap. Knowledge of European destination is still limited, key priority is to increase the awareness level.
Booking behaviour We work on destination knowledge no conversions are included yet Marriot Hotels Baicheng.com Ctrip.com Qyer.com Qunar.com We work on group operations and B2B2C joint promotions Glbal Joy Utour Cyts CTS Huayuan Bamboo Garden, Many group bookings are made via incoming tour operators, such as Koni, Miki, etc
Booking behaviour Booking a local tour is getting popular (at destination or before departure) Online ticket shops Flight + hotel package through on line channel is getting popular especially among young people (mainly cost saving) Tailor made groups, booking by appointed agency (less price sensitive)
Grouptravel Grouptravel (2014) Share grouptravel Asian visitors 6% 23% Total Asia Total international visitor 25% (206,080 visitors) of the total grouptravellers to Holland are visitors from Asia Share Asia within total grouptravel 25% 75% Total Asia Other international visitors Source: SIT, 2014 Base: all international visitors
Grouptravel Holiday in Holland best gift for ourselves (Winter promotions) City of Xiamen, KLM and 5 key retail tour companies and one wholesale tour operator participated Joint promotion agreements has been signed with 6 key tour operators this January, efforts of seasonal and geographical spread had been included. Holland month with OTA and wholesaler has been planned, working with AliTrip, which is an Alibaba company. Alibaba travel alitrip, June and 11.11/50billion/day/86,000trasactions/sect Ctrip/Tuniu Trilateral campaign, NBTC + Ali-trip + Whole Seller
Grouptravel Winter Shopping focus, Holiday in Holland Best gift for our selves: Winter period with better ratio on cost and quality of trip Festivities and winter celebrations Big Shopping discount Timing in line with Chinese New Year
Travel and stay
Travel and stay Region of stay in Holland (2014) Amsterdam 39% 46% Coast 2% 15% Nature area South Netherlands Water sports areas Nature area Central Netherlands Nature area Northeast Netherlands 6% 6% 7% 3% 4% 3% 3% 13% Other cities and regions 18% 22% China Total international visitors Source: SIT, 2014 Base: all international visitors
x1000 Travel and stay Month of stay in Holland (2014) 35 30 30 28 27 25 24 23 24 20 19 18 19 15 10 10 11 15 5 0 Source: Statistiek logiesaccommodatie CBS
Travel and stay Campaign with accommodations directly: 1. We have done one FAM tour with Marriot hotels regional sales office 2. Mega FAM trip to visit relevant hotels 3. With local tour operators to be included in the flight + hotel packages 4. Holland Month retail campaign: NBTC + Retail tour operator, product mainly flight + hotel and up sale of local packages
Visiting behaviour
Visiting behaviour Type of holiday (2014) City break 36% 35% Cultural holiday 9% 20% Holiday in the nature area/ countryside 12% 18% Canal trip 4% 13% Touring the country 10% 13% China Total international leisure visitor Source: SIT, 2014 Base: international leisure visitors only
Visiting behaviour Top 5 day trips to Dutch cities during the stay in Holland (2014) Amsterdam 56% 93% Rotterdam 9% 32% The Hague/Scheveningen 11% 26% Delft 4% 14% Leiden 12% 4% China Total international visitors Source: SIT, 2014 Base: all international visitors
Visiting behaviour Remarkable differences activities undertaken Chinese vs total international visitor (2014) funshopping/shopping 41% 62% visited the Red Light District (de Wallen) in Amsterdam 22% 43% visited gallery/atelier 9% 25% visited another type of restaurant/diner/brasserie 24% 40% visited beach for beachwalk/get fresh air 4% 20% China Total international visitors Source: SIT, 2014 Base: all international visitors
Visiting behaviour Highlights and must sees have to be visited as everyone else but something must be different 1. Travel with family and/or friends in groups (groups with pre made itineraries, tailor made, customized). 2. One within the group does the organization (a lot of times starting from arranging everything one selves and end up with using agency or operators). 3. Family follows need of child before need of parents themselves. Education for kids is one of the most important element within a family trip, and/or one of the most important decision making factor for a trip. 4. Shopping is one of the most important element of all kinds of trips. 5. Local Cuisine (Local flavor or famous restaurants, such as Michelin restaurants or local traditional/typical food, etc.) has big potential. 6. Key Words: Authenticity, Local, Unique, Different.
Expenditure
Expenditure 250,000 guests from China x average spending 1,257 = Total expenditures from China 314 million Source: SIT, 2014 Base: all international visitors
Appreciation
Visiting behaviour Previous Holland visits (2014) China 27% 20% 53% Yes, in the past 3 years Yes, but longer than 3 years ago No, never Intention to revisit Holland again in the future (2014) China 55% 24% 16% 5% I certainly would I probably would Maybe Probably not Certainly not Source: SIT, 2014 Base: all international visitors
Appreciation Various good comments from visitors: Holland is a very nice country in Europe! Much better than France. Already very good, no further suggestions. Its pretty good already!
Points of improvement Improvements are expected: 1. Chinese language to be used in broader range. 2. Offer more sight seeing packages with discounts. 3. The train system is good, but considering more space to store luggage. 4. I found many shops in Holland only accept bank card with PIN code. 5. Better VISA procedures, better board control service are needed. Actions in details are expected: 1. More information to be provided online. 2. Travel guides in print and digital formats. 3. Shops open till 9pm or 10pm, and distribute discount vouchers.
Questions? Eddie Yang Director China Netherlands Board of Tourism and Conventions eyang@holland.com #holland2020 @nbtc NBTC Holland Marketing is responsible for the branding and marketing of the destination Holland. NBTC Holland Marketing carries out marketing activities in 13 markets, under the name of NBTC Netherlands Board of Tourism & Conventions.