GERMANY Steffi Ahlers
TITLE AND CONTENT OPTION 2 Welcome to Germany *Proposed FY 2012
German, Austrian and Swiss Facts Population Germany: 82.2 million Austria: 8.5 million Switzerland: 8.1 million Largest Cities Berlin (capital): 3.5 million, Hamburg: 1.78 million, Munich: 1.45 million Wien (Austria): 1,74 million Zurich (Switzerland): 400.000 Size: Germany: 138.000 Square miles (18% smaller than California),16 federal states Austria: 32.000 Square Miles (1/5 of California) Switzerland: 16.000 Square Miles (1/10 of California)
German Tourism Facts Vacation: Germans earn an average of 28-32 days of paid vacation per year. 2-3 week vacations are quite common. Number of vacations taken by Germans in 2016 (more than five days): 68.7 million trips (International: 71.1%, Domestic: 28.9%) Beach, city and wellness trips, hospitality and good value for money are major motivators for German travelers. Safety and stable political conditions have gained importance for consumers when choosing a travel destination. With over 2 million visitors, the United States remains the most popular long-haul destination for German travelers. Main competitors are Asia (Thailand), Canada, South Africa, Australia
Current Travel Trends OTAs gain in popularity and market share Shift from mass market travel packages towards niche products Types of holiday that can be mixed and are not too one-dimensional have the biggest growth (i.e. combination of beach relaxation and city sightseeing, outdoor adventure/ski and city sightseeing ) Rapid growth of the cruise segment Traveling seniors with higher spending power Family and multi-generational travel is continuing to grow One of the strongest growing tourism segments in Germany is the luxury segment. Euro is getting stronger again: January 2017: 1Euro = 1.06 USD July 2017: 1 uro = 1.18 USD
German Visitation to the US Year Number of Visitors from Germany 2013 1,824,000 2014 2,060,000 2015 2,118,000 2016 2,034,866 2016 decrease is mostly caused by the strong USD and the political climate in the US. Influencing factors for positive growth from Germany: Political and economic stability in the U.S., competitive tour operator packages and ongoing development of tourism product portfolio, unbeatable value for money experience. The most popular US states in 2015 ranked by market share were New York (30%), Florida (21.88%) and California (21.87%).
Germans Travelling to California With nearly 446,000 visitors in 2016, Germany is ranked as California s 6th largest overseas visitor market. Collectively visitors from Germany spent approximately $813 million in California ($720 million in 2014). In 2015, the average spending per visitor was $1,825 per trip over an average stay of 15 nights. Germans traveling to San Diego With 112.000 visitors in 2015 (45% increase compared to 2014), Germany ranked 2 nd as San Diego largest overseas visitor market. 25,7% of all German visitors came to San Diego that was the highest percentage rate within the overseas market..
Germans travelling to California Many German visitors to the USA Are loyal US fans - 74% repeat U.S. visit Use an online travel agency or a travel agency office to plan their trip Plan their trip long ahead (bookings for summer start in October, sourcing information online starts even earlier) Travel mostly for leisure/holiday purposes and like to visit the typical California icons Visit multiple cities and National Parks while on the same California trip typical tour to the West Coast is 2-3 weeks Are also adventurous travelers and seek out off the beaten path destinations with offers in cultural and/or historical contexts: small towns, State Parks and lesser known National Parks
Why do Germans travel to San Diego Excellent beach destination with perfect climate year round and a relaxed Southern California lifestyle and vibe incorporating and representing what California stands for from the perspective of the typical German traveller Great family destination with world-renowned icons such as Seaworld, San Diego Zoo and LEGOLAND Ideal for the end of the trip San Diego beach vacation after the typical 2-3 weeks Western US trip. Relax at the beach and enjoy the city Wide range of cultural offerings Trendy neighborhoods, great shopping, culinary scene, and exciting nightlife
Opportunities and challenges Opportunities Perfect airport gateway for a typical 2-3 week Western US trip Easier & more convenient airport experience than LAX or SFO Airport is in the city centre short drive to the hotels after a long flight San Diego has a great atmosphere and it s easy for first timers to the US to get around and discover the city Hotels, city center, attractions and the beach are easily accessible with a short drive as compared to other California destinations Tour operators are looking at creating new itineraries starting/ ending in San Diego even better now with the new Lufthansa flight!
Opportunities and Challenges Challenges San Diego is not as popular as Los Angeles and San Francisco. Many of the typical Western US itineraries do not go further south than LA San Diego is often included with only one night or even just offered as a day trip form LA. Negative perception of the US due to US political climate and actions like the travel ban, but California also stands out positively in the media by showing a different attitude Expensive, current strength of the US $
Travel Trade Landscape The German speaking travel trade landscape is mature and long-haul travel is mainly sold via travel agencies, OTA and booked through key tour operators. (10 large tour operators control 80% of outbound travel) In respect to the USA and California, there are five large and leading tour operators in Germany ( Dertour, TUI, FTI, Meiers Weltreisen and Thomas Cook) and several medium and smaller sized key accounts. The Suisse market leaders are Kuoni, MTCH and TUI Suisse. The largest tour operator in Austria is amerikareisen.at. Specialist tour operators, such as CANUSA, CRD,America Unlimited and Knecht Reisen have gained importance and are developing well. The leading OTAs are: Unister, Expedia and Holidaycheck Tour operators mostly use DMC hardly any direct bookings Main holiday booking cycle: November March
Airlift to San Diego 2017 3 weekly direct flights with Condor Frankfurt -> San Diego May - October 2 weekly direct flights with Edelweiss Zurich -> San Diego June - September 2018 5 weekly direct flights with Lufthansa Frankfurt -> San Diego Year-round 2 weekly direct flights with Edelweiss Zurich -> San Diego June- September
Media Landscape Germans use a wide variety of media channels on a daily basis Television is traditionally used for evening entertainment 2 national public TV stations (ARD, ZDF, plus regional) 30 free TV stations (private) The Print market is very diversified with 6.000 publications in Germany across a variety of segments 200 radio stations The internet is the main source for under-35s Smartphone and social media use for news and in relation to travel is growing Booming influencer market
Media Landscape Use of German Media channels Media Channel reach
Doing Business with the German Market Work together with the DMCs Tour operators mostly use DMCs hardly no direct bookings Most popular DMCs: New World, ATI, Bonotel. AlliedTpro, GTA Provide DMCs with up-to-date images Keep us updated about news and changes of your hotel/attractions We will pass it on to our travel trade We will also have a PR representation starting September and will send out newsletter on a regular base will also proactively be in contact with the German Media landscape
Doing Business with the German Market Tour Operators are very open to any add-on programs/ booking incentives also applies for direct bookings First 100 bookings of min 3 nights: receive a free attraction ticket have breakfast included pay no resort fee Free drinks at happy hour Small give-aways during visit Stay 5 nights, get one night free Germans like recommendations from locals and tips on what to do in the area An information sheet on your product in German or German language info on your website are very helpful. Support of PR and Trade fams to provide first-hand experience
Fiscal Year 2016/17 Education/Events Fam Trips Time Total PR Fam (CH) March 2017 6 journalists PR Fam (D) in coop with February 2017 4 journalists VCA Mega Fam in coop with April 2017 80 travel agents VCA Wiily Scharnow Fam Nov 2016 10 travel agents
FTI Mega Fam San Diego Final
Fiscal Year 2016/17 Education/Events Meetings/ Seminars/Travel Shows Total Trade meetings/ Contacts ( monthly calls, VCA Sales Missons, ITB, IPW ) Trainings/seminars VUSA events CH + D, Tour Operator Seminars 163 685 Consumer Shows Total reach: Consumer Shows ( Hannover, Stuttgart, Munich, Hamburg) Over 500.000 visitors
VUSA Roadshow Germany
VUSA Event Switzerland
Fiscal Year 2016/17 - Campaigns Various multilayered campaigns (online, offline, B2B + B2C) in coop with the key tour operators in Germany and Switzerland. i.e. FTI, Dertour, Thomas Cook, Canusa, CRD, America Unlimited, TUI Suisse, Airline partner Condor and Edelweiss and California regional partners OTA campaigns in Germany and Switzerland Condor Sales Blitz, Edelweiss Event in Switzerland
Promotion of Direct Airlift
Tour Operator Campaigns
Fiscal Year 2017/18 - Outlook - Multilayered campaigns (B2B, B2C online, offline) with our key tour operators in Germany and Switzerland to promote San Diego as perfect beach city with direct airlift from Germany and Switzerland. - Coop with Lufthansa and Edelweiss to promote direct flights - Tour Operator and Media fams in coop with Lufthansa - Educational seminars in coop with VUSA in Germany and Switzerland and key tour operators