Presented by Carol Hay

Director of Marketing UK & Europe

Caribbean Tourism

Organisation UK & Europe Marketing Update

Caribbean Week New York 2012

Presentation outline…

Travel Industry Trends and Predictions

CTO Activities UK

CTO Activities Europe

Upcoming Activities and Events

Trends – Travel Industry

Europeans travelled strongly in 2011 with outbound

trips increasing by 4%.

The average length of stay fell 5% to 7.6 nights and

spending per trip declined 4% to €850 (IPK).

Germany, Europe’s largest outbound market grew by

only 1% (IPK).

There was similar low growth for France and Italy.

29.2% of Dutch spent their holidays abroad.

Trends – Travel Industry The Dutch Summer bookings up until mid April

this year, show a decrease of 6.9%, compared to

the same period last year (ANVR GfK Travelscan).

69% of Dutch between 16 and 75 years of age

shopped via the internet in 2011.

Spaniards planning to take a holiday this summer

has dropped by 14% from last year’s 65% to just

51%. (Ipsos España)

Trends – Travel Industry Overall visits abroad by UK residents, increased by 1%

during the 12 months ending in December 2011 compared

with a year earlier (to 56.1 million). (source: ONS)

Kuoni has opened 21 luxury travel stores within three

years.

Kuoni partners with John Lewis Stores in London, Reading,

Southampton and Cardiff to open it’s first 'shop within a shop‘ retail outlet.

Virgin Holidays plan to reach 100 shops and more this year.

Virgin Holidays now have retail outlets at Tesco, Sainsbury,

Debenhams and House of Frasers stores.

Predictions - 2012 UNWTO predicted 3-4% increase in international

arrivals.

European outbound market is forecasted to grow by 2–

3% in 2012.

The double inflation rise in APD in the UK could put

more pressure on the travel market.

Cruise holidays projected to increase modestly to 1.73

million this year by UK travellers (PSA).

Wedding and honeymoon market abroad to increase

this year. 1 in 5 couples (18%) now marry abroad (Mintel).

The over 55s, or ‘Baby Boomers’ market to travel more

this year (ABTA).

Holiday World - Dublin

Held in January.

Over 49,000 visitors attended.

Caribbean exhibitors: Almond Resorts,

Barbados, Bucuti & Tara Beach Resorts

Aruba, Cayman Islands, Cuba, and

Dominican Republic, and Sandals and

Beaches Resorts. Brochure bank participants were:

Anguilla, Bahamas, Trinidad & Tobago,

Turks & Caicos, Nisbet Plantation

Beach Club and The Reefs Hotel & Club

Bermuda.

There was a Caribbean rum sampling

and happy hour in the Caribbean area.

Destinations - Manchester

Held in January.

Attended by 22,693 visitors.

Trinidad and Tobago and

Harlequin Resorts and Hotels

shared the CTO stand.

CTO Brochure bank

participants included: Anguilla,

Bahamas and Turks & Caicos.

Virgin Holidays, Dominican

Republic, Sandals, Kuoni and

Cox and Kings also exhibited

at the Show.

Destinations Travel Show, London

Held in February and attended by

32,293 visitors.

The Caribbean area was

represented by: Aruba, Barbados,

Bermuda, Cuba, Dominican

Republic, Puerto Rico, Sandals &

Beaches Resorts, St. Kitts and

Trinidad & Tobago.

The CTO stand was shared by:

Anguilla, Turks & Caicos and

Harlequin Resorts.

Brochures were distributed on

behalf of the Bahamas, St. Vincent

& the Grenadines and Prestige

Caribbean.

National Wedding Show, London

Held in February.

12,423 visitors – 7% increase

from 2011.

Exhibitors on CTO Stand:

Anguilla, Jamaica, Saint Lucia,

Turks & Caicos Islands,

Calabash Cove and the Jewel

Resort and Rock Resort.

Brochure bank participants

included: Bahamas, St. Vincent

& The Grenadines, Cox and

Kings, Tropical Sky, Thomas

Cook Signature, Prestige

Caribbean and SuperClubs.

CTO Travel Agents Training Over 1,000 UK agents now enrolled on the programme

40 new agents signed up last year.

Bi-monthly distribution of e-newsletter.

On-going events:

Courses for the Caribbean/roadshow

Courses in the Caribbean/fam trip

Training at WTM

UK Chapter AGM Held on 3rd May at the

Commonwealth Club,

London.

Special guest: Daley

Thompson CBE.

New Board Members Carol Hay – Caribbean Tourism Organisation

Joel Henry – Antigua & Barbuda Tourism Authority

Marc James – British Airways

Chris Edwards – Complete Caribbean

Sharon Bernstein – Grenada Board of Tourism

Paula Whitehead – Resort Marketing International

Trudi Pearce – Responsible Travel

Lisa Elmes Bosshard – St. Kitts Tourism Authority

Jean Marc Flambert – Saint Lucia Tourist Board

Denise Green, Sunrise Marketing

Victoria Taylor – Trinidad & Tobago Tourist Office

John Taker - Virgin Holidays

Honorary members:

Nadine Rankin – CHTA UK Representative

Debbie Hindle – Four BGB

PR Activities - UK Four bgb continue to be heavily

involved with various CTO events:

A five-day Caribbean giveaway with

the Daily Mail and Daily Record, ran

in October 2011.

Coordinated submissions for the CTO

journalism awards which received

over 100 submissions.

On-going lobbying against APD

Secured media for the CTO annual

Meet the Media Spring event in May

2012.

PR coverage of over £440,000 with a

circulation of 104 million.

Host & Reward the Media Winners 2011

Best Broadcast, TV and Radio Feature

Simon Broughton - Songlines Podcast;

Piece: ‘Drumming up the dead’, Carriacou

Best Consumer Feature

Mark Stratton – Wanderlust

Piece: ‘Green for go’, Dominica

Best Piece of Photojournalism

Steve Davey - Sunday Times Travel Magazine

Piece: ‘Green Party’, Montserrat

Host & Reward the Media Winners 2011 Best Regional Newspaper Feature

Stephanie Nelson - Manchester Evening News

Piece: ‘A view with a room in an island paradise’, Saint Lucia

Best Travel Trade Feature

Pippa Jacks - Travel Trade Gazette

Piece: ‘Holidays that give back’, Jamaica

Best Online Feature

Nigel Tisdall - thesundaytimes.co.uk

Article: ‘Celtic charm in the Caribbean’, Montserrat

Best National Newspaper Feature

Suzy Bennett - Daily Telegraph

Piece: ‘How I hiked up and down Dominica and survived’,

Dominica

Meet the Media

Took place 29 May 2012

Attended by 40 journalists

STC-13 TTG Journalist – Pippa

Jacks and Nina Derham –

Four Bgb, at the recent STC

Conference in Guyana.

Vakantiebeurs, Holland

Held in January.

Attended by 126,551 visitors.

The Caribbean Village was

supported by 16 Caribbean

exhibitors:

Aruba, Barbados, Bonaire, Bruid &

Bruidegom.nl, Curacao, Cuba, CTO,

Does Travel & Cadushi Tours,

Dominican Republic, Jamaica, Keis

Caribbean, Maduro Travel, Saba,

St. Eustatius, St. Maarten and

Suriname.

MATKA, Finland Took place in Helsinki from 19

– 22 January 2012.

Over 71,000 trade and

consumer visitors.

CTO was joined by 4 member

countries: Cuba, Curacao,

Dominican Republic and Trinidad &

Tobago.

Brochure bank participants

were Anguilla and the Turks

& Caicos Islands.

Brussels Holiday Fair

Took place in February.

Attended by 101,286 visitors.

The Caribbean Village hosted 9

exhibitors: Aruba, Cuba, CTO,

Dominican Republic, Jamaica,

Global Travel, Guadeloupe,

Martinique and Suriname.

CTO organised a Caribbean

Cocktail Party and participated

in the Travel Top presentation.

BIT, ITALY

Took place in February.

Approx 90,000 visitors attended

the Show.

Participating members included:

Anguilla, Aruba, Bermuda, Cayman

Islands, Cuba, Dominican Republic,

Guadeloupe, Martinique and St.

Martin, Turks & Caicos, SuperClubs

Resorts, Sandals & Beaches Resorts

and Virgin Atlantic.

The Italian tour operator Press

Tours also exhibited in the

Caribbean Village.

ITB, GERMANY Took place in March.

113,006 trade visitors attended

the Show.

The Caribbean was represented

by 23 countries: Anguilla, Aruba,

Bahamas, Barbados, Belize, Bermuda,

Bonaire, British Virgin Islands, Cuba,

Curacao, Dominica, Dominican

Republic, Guadeloupe, Guyana, Haiti,

Jamaica, Martinique, St. Maarten,

St. Martin, St. Lucia, Suriname,

Trinidad & Tobago and Turks & Caicos.

Dertour Gmbh/Meiers Weltreisen,

one of the largest German tour

operators sponsored the Caribbean

bar.

ITB, GERMANY

Over 20 journalists attended the

Media Awards.

Sponsored by CTO, TUI, Condor

Airlines, Almond Beach Resorts and

Blue Waters Resort, Antigua.

The awards were presented to the

German travel trade and consumer

press was in 4 categories: Print,

Print magazine, TV and Internet.

Interviews on CTO TV at

www.onecaribbean.org

Media Awards

European Roadshows - Paris

Took place in March.

140 delegates attended.

Participants: Anguilla, Bahamas,

Dominica, Guadeloupe, Jamaica,

Martinique, Saint Lucia, AM

Resorts, Harlequin Resorts,

Sandals & Beaches Resorts,

Sirenis Hotels & Resorts, Air

France and XL Airways.

Grand prizes were offered by

Air France, XL Airways,

Sirenis Hotels & Resorts and

AM Resorts.

European Roadshow – Lyon, France

Took place in March.

Attended by close to 80 trade

participants.

Participants: Anguilla, Barbados,

Guadeloupe, Jamaica, Martinique,

Saint Lucia , AM Resorts,

Harlequin Resorts, Sandals &

Beaches Resorts, Sirenis Hotels &

Resorts and XL Airways..

Grand prizes were offered by Air

France, XL Airways, Sirenis Hotels

& Resorts and AM Resorts.

European Roadshow – Nice, France

Took place in March.

Attended by approximately 60

agents.

Participants: Anguilla, Barbados,

Guadeloupe, Jamaica, Martinique,

Saint Lucia, AM Resorts, Harlequin

Resorts, Sandals & Beaches Resorts,

Sirenis Hotels & Resorts and British

Airways.

The grand prize was supplied by

British Airways and Almond

Resorts (courtesy of Barbados

Tourism Authority).

European Roadshow - Italy

Took place on 15-17 May in

Turin, Rome and Bari.

Attended by 50 visitors in

Turin, 90 in Rome and 35 in

Bari.

6 Caribbean destinations

and 1 hotel partner: Aruba,

Guadeloupe, Martinique,

The Cayman Islands, Turks

& Caicos, US Virgin Islands

and Harlequin Hotels &

Resorts.

European Roadshow - Italy In addition to the workshop,

were:

a presentation on the

destinations/products and

a grand prize draw.

Prizes were supplied by the

Cayman Islands

Department of Tourism,

Turks & Caicos Islands

Tourism Board and

Harlequin Hotels and

Resorts.

Caribbean Dive Guide 2013

Released in

March

Approximately 3000 copies printed and distributed at UK Dive Shows and at other trade and consumer shows in the UK & Europe.

Karibik Magazine Produced in co-operation

with the AGK Association.

72,000 copies has been

distributed as supplement

in travel magazines,(trade

and consumer), and at

trade fairs.

Next edition will be

published in September

2012.

CTO PUBLICATIONS

Caribbean Meetings & Incentives Guide.

New editions will be released later this year.

New

Over 4,000 distributed at various Wedding Shows in the UK.

Over 50,000 distributed to the travel trade and at

trade and consumer shows.

Distributed to over 20,000 consumers and over

900 travel agents.

Over 55,000 of the Weddings & Honeymoon Guide and Guide to the Caribbean were distributed in goody bags at the UK Wedding Shows and at BBC Good Food Show in the last 2 years.

UPCOMING EVENTS June - December 2012 Taste of London, Regents Park

Caribbean Ball, London

UK Chapter Golf Day, Surrey

Caribbean Month - September

Scottish Wedding Show, Glasgow

Top Resa, France

National Wedding Show, London

Travel Agents Training

Routes, Abu Dhabi

Rumfest, London

TTG Incontri, Italy

Dive Show, Birmingham

Courses in the Caribbean, destinations TBC

CTO European Marketing Forum

World Travel Market, London

Host & Reward the Media

Caribbean Village Street Party

Travel Agents Training

ILTM, Cannes

UK Chapter Christmas Party

World Travel Market

World Travel Market

Something new...

Caribbean Zumbathon

Trade/consumer event

To be held in London

during Caribbean Month –

September

Fun networking event for

reaching a wide audience

Sponsorship opportunities

available

A great way to stay fit!

zumbainbridgwater.com

Challenges Timely decisions

Commitment

Budgetary constraints

Any questions or suggestions?