DNE SUMMIT 101 - New England · A multi-state cooperative marketing effort to generate travel from...
Transcript of DNE SUMMIT 101 - New England · A multi-state cooperative marketing effort to generate travel from...
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Discover New England International Travel & Tourism
DNE SUMMIT 101
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A multi-state cooperative marketing effortto generate travel from overseas visitors
Established in 1992: the first cooperativeregional destination marketing organizationin the USA to promote a region internationally
Target markets: United Kingdom/Ireland, Germany/German-speaking countries, Japan and Australia
Head office located in Portsmouth, New Hampshire
Discover New England (DNE)
Typically visit during non-peak travel periods and stay longer
Spend significantly more than the domestic traveler
With rare exceptions, THEY DO NOT CANCEL!
Trips are planned an average of 120 days in advance (92 for airline reservations)*
The US tends to attract a more sophisticated visitor, with an average age of 40 (men) / 38(women)*
Average household income($78,657)*
*2018 figures, leisure visitors
International Travelers
Data Source: Data Source: National Travel & Tourism Office - travel.trade.gov www.discovernewengland.org
Overseas travelers to the U.S.79.6 million
Overseas spending$256.1 billion
Jobs supported by international travelers 1.2 million
Data source: International Trade Association (travel.trade.gov/outreachpages/download_data_table/Fast_Facts_2018.pdf)
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International Travelers to the USA: 2018
21.2 million 18.5 million
Canada MexicoUnited Kingdom JapanChina S. Korea BrazilGermanyFrance Australia
4.6 million 3.4 million 2.9 million 2.2 million 2.2 million 2.1 million 1.7 million 1.4 million
Data source: US Travel (ustravel.org/system/files/media_root/document/Research_Fact-Sheet_International-Inbound.pdf)
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Top In-Bound Countries to the USA:2018
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2020 Forecast: 96 million visitors – a 35% increase over 2011
Data Source: Dept. of Commerce / Office of Travel and Tourism Industries (OTTI)
International Travelers to the USA: Projection Through 2020
Arrivals in millions
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2.15 million overseas visitorscame to New England in 2017*(excludes Canada/Mexico)
Spending by internationalvisitors to New England was$6.4 billion**
Spending by visitors to New England increased 5.5% in 2017
Spend increased due to a mix of an increase in visits andincreased air capacity (and access) to New England
International Visitors to New England
* Data Source: New England Overseas Visitors 2016 Report** Spending includes business, leisure, education and other spend
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Data source: the U.S. Department of Commerce – International Trade Administration –Office of Travel and Tourism Industries (OTA) and Travel Market Insights
Overseas Travel to New England –Top Incoming Markets for 2017
Country Estimated # of Visitors Market Share
China 318,000 10.01%United Kingdom 293,000 6.54%Germany 154,000 7.39%India 114,000 8.89%France 103,000 6.15%South Korea 100,000 4.27%Japan 76,000 2.12%Australia 69,000 5.19%Brazil 67,000 3.5%Netherlands 43,000 6.15%
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Real value for UK andEuropean travelers
New/exotic destination forAsia Pacific travelers
Favorable exchange rate
Shared history and culture
Low gas prices
Typically 3rd or 4th U.S. visit
Short flight time from Europe to Boston
Expansion of air service from Asia/Pacific markets
Why Do Visitors Come to New England?
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Tier 1: China, UK, Ireland and Germany Tier 2: Australia/New Zealand, France Tier 3: South Korea, Japan, Brazil, Scandinavia & Italy
Are the top incoming overseas markets to the U.S.
Have populations that are affluent
Have populations that travel
Have populations with reliable travel access
DNE has representative marketing firms in the UK, Ireland and Germany
DNE’s Target Markets
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International Tourism “Food Chain”
Receptive Operator“One-stop shop” — U.S.-based companies that specialize in packaging services for
International Tour Operators; contract directly with accommodations, transportation, attractions, events, and all amenities; consolidate billing.
International Tour OperatorPackages all elements of tour and travel products together and/or
buys packages from Receptive Operators. Sells via travel agents or directly to the consumer
Travel Agent“Front person” — sells packaged holidays from tour
operators directly to the consumer
Consumer
SupplierLodgings and attractions
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Online U.S. Travel Agencies
Booking.com
Expedia
Orbitz
Travelocity
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Tour Operators Create Packages……Travel Agents Sell Packages
A package can mean any or a combination of the following:
City stay
Pre-planned fly/drive holiday
Custom fly/drive holiday
Motor coach/group tours
Activity holiday (eg: ski, golf,biking)
Cruise
Destination/resort stay
Airline ticket & rental car only
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Working with Buyers: Rates & Profits
Receptive operators —30% off rack rates
Tour operators —20% off rack rates
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Always Remember:
A room or ticket unsold…
…is revenue lost forever!
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Travel Industry Talk… FAMS: Familiarization tours —
media or trade
Net rates: agreed upon reducedrates offered by a supplier to awholesaler
Rack rates: Full price, published rates
FIT: Foreign Independent traveler
Fly-drive: Individual travel
Tailor made: Custom made programs for client
Long haul: Any vacation outside of Europe
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DNE’s 25th Annual Tourism Summit & International Marketplace 2020
Register online for early bird rates!discovernewengland.org/dne-summit
The only travel trade show focused solely on New England
80+ international tour operators, receptive operators & travel writers (70+ companies)
Representatives from 300+ New England hotels, attractions, DMOs, and state tourism offices
Market update workshops and networking evening events
Sunday River Resort, MaineMay 11-12, 2020
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Why Attend the DNE Summit?
Tap into the internationalmarket without travelingoverseas
Focused on New Englandrather than the whole of the USA
Top travel buyers for theoverseas market
One-on-one business meetingswhere contacts can be made and contracts signed
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The International Marketplaces Eight-minute introductory
meetings
More than 5,000 meetings at the 2019 Summit
Most meetings arepre-scheduled
Exhibitor table options outside the Marketplace
See which companies are a fit to begin contract discussions
Firm up relationships with existing partners
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Buyers at the 2019 DNE Summit Australia
New Zealand
France
Germany
Italy
Netherlands
Singapore
Sweden
Switzerland
United Kingdom
U.S.-based operators – Japanese and Chinese markets
U.S. & Canadian receptives
Online booking agencies
International travel writers
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Three Days of Pre-scheduled Meetings
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2020 Summit - Making It Work: Attractions/Tours/Venues/Restaurants 2021/22 rates and dates Ability to take advance
bookings Accept vouchers/direct billing Make sure your staff
understands how the voucher system works
What industry segments can you accommodate?Groups/FIT/Fly&Drive
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Making it Work: Lodging properties
Bring 2021/22 rates
Never go above rack rate!
Test the water
Be flexible
Results take 2-3 years
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Blackout Dates & Allocations
Black-out dates should be keptto a minimum and stated on thecontract whenever possible
They do not mean NO rooms,just higher rates
Spread allocations over severalaccounts
Average 2 room allocations fortour operators and 5 roomallocations for receptives
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Free-sell is Even Better…
Let one or two key accountsfunction on a “Sell andReport” basis without agiven allocation
This will give the touroperator more freedom andyou a clearer picture ofwhere you stand on anygiven day
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“Cut-offs” are Important
What is the closest youcan go on any given datebefore pulling backunsold rooms?
The average is 7 daysbut 3 is better
The longer you can give tour operators anallocation the more time they have to sell!
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“Stop sells” are a Necessary Evil…but Different than Blackouts
“Black outs” give tour operatorsrooms to sell at a higher rate
“Stop Sells” mean no rooms areavailable — STOP SELLING ME!
You can issue stop sells prior toyour cut-off period
Do not get caught with fewer roomsin your inventory than allocated
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Customer Service Implications
Training of front desk staff isessential
If you have bi- or multi-lingual frontdesk staff, schedule them to workduring check-in periods
Understand cultural differences andunique expectations and needs
Remember: tour operator rates areconfidential and should never bedivulged to the guests!
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Why Should Buyers Contract with Your Property or Attraction?
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2021/22 rates (imperative!) 2020 rates (just in case!)
Business cards
Small lure pieces
Notebook or iPad with images
Writing paper, pens, stapler, paper clips, etc.
Essentials to Bring
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Register Online!www.discovernewengland.org/dne-summit
EARLY BIRD RATES — SAVE $100(Paid in full by February 21st, 2020)
Single registration $795 per personExhibitor table $1,195 (includes one registration)
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1. Register and pay for the DNE Summit by February 21, 2020 to get the Early Bird Rates:www.discovernewengland.org/dne-summitFrom February 22, 2020 onwards, the rates increase by $100
2. Book your room at Sunday River Resort
3. Company profile and descriptive name in our online registration system
4. Supplier appointment requests: March 2, 2020Buyer appointment requests: March 17, 2020
5. Appointment schedules will be available: April 29, 2020
DNE Summit Information
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Discover New England
URL: www.discovernewengland.org
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