InnoPolis - Targeted Market Profiles

The Traveler Profile12/11/2012 TPNM

TARGETED MARKETS PROFILE

1st Call for Project Proposals “Greece – Albania” IPA Cross-Border programme

Athena StephanedeStamatis CheimariosNikolas Petropoulos

The Traveler Profile

TRAVELER PROFILES

• CHINESE

• JAPANESE

• RUSSIAN

12/11/2012 TPNM

THE CHINESE TRAVELER PROFILE

12/11/2012 TPNM The ChineseTraveler Profile


China

• Population: Over 1,3 billion

• 2nd largest country

• Landscape: forest steppes, deserts, subtropical forests

• Ancient Chinese civilization

• Middle-class population : more than 100 million as of 2011

• World's 2nd largest economy

• 2nd largest consumer of luxury goods

12/11/2012 TPNM


Why China ?

12/11/2012 TPNM

Tourism abroad: tourism will grow to 100 million by 2020.

Average spend per Chinese tourist on a holiday to Europe (August 2006, China National Tourism Administration)

€3,000

34% for shopping 17% airfare 18% accommodation 9% entertainment 3% travel agency services.

Though they don’t spend as much as Germans and Americans because of their size Chinese tourists are expected to be the first in spending


BASIC DESTINATIONS

12/11/2012 TPNM

Worldwide• Macao• Hong Kong • USA • Scandinavian• Paris• London • Germany• Australia

Europe • Russian Federation • France • Germany • Austria • Italy • Switzerland • Belgium


Peak Travel Periods

12/11/2012 TPNM

DEC

JAN

FEB

MAR

APR

MAY

JUN

JUL

AUG

SEP

OCT

NOV

12

13

14

2-3 DAYS OFF

~ 7 DAYS OFF

• The Golden weeks

• The Chinese public holidays: Chinese New Year, first week of May first week of October.


What kind of tourists are the Chinese?

12/11/2012 TPNM

Common Characteristics

• Places of historical and cultural magnitude

• They want to visit mostly the West.

• Definition of life through travelling

• Higher than average household income

• Own a credit card

• Increasing interests in beach and holiday activities

• Close to Home travelers do not feel comfortable to travel far away from China so they prefer destinations in Asia.


THE JAPANESE TRAVELER PROFILE

12/11/2012 TPNM


Japan• 6.852 islands , 4 larger

• Climate : temperate

• Population : 10th (over 127 million people)

• Tokyo : Bigger metropolitan area in the world (over 30 million residents)

• 3rd largest national economy in the world

• world's 1st consumer of luxury goods

12/11/2012 TPNM


Why Japan ?

12/11/2012 TPNM

• 5th largest Travel and Tourism economy.

• In 2009 the income generated by travel and tourism: 200 billion EUR

• 18.8 to 19 million travelers in 2012 (20 million in 2014)


BASIC DESTINATIONS

12/11/2012 TPNM

• USA• France• Canada• Italy• New Zealand• Switzerland• United Kingdom• Egypt• Turkey• Austria• Pacific islands


What kind of tourists are the Japanese ?

• Self-Challengers bugdet hotels, many days

• Cultural Explorers part of a tour, many days, luxury hotels, spend a lot of money

• Travel in Style few days, don’t spend much, medium class hotels

• Collectors travel for more than 2 weeks, don’t spend much

• First Timers school groups, close to home

12/11/2012 TPNM


Travel information

• Travel most in summer (38,8%)

• 74% of population uses internet and make reservations

12/11/2012 TPNM


THE RUSSIAN TRAVELER PROFILE

12/11/2012 TPNM


Russia

• The largest country in the world (more than 1/8)

• Population : 9th world's most populous (143 million people)

• Climate : sub-artic

• Economy : 9th greatest

• 1st producer for oil and natural gas

12/11/2012 TPNM


Why Russia ?• 9th in travel expenses worldwide

• Increase of wealth Middle class : 8 million persons in 2000 55 million persons in 2006 !!

• High growth will continue for the next years

• Increase of life prosperity

• Desire to travel to the West • Only 15% have travelled abroad

12/11/2012 TPNM


BASIC DESTINATIONSEurope : • Turkey, United Kingdom, Italy, Spain, Germany,

Cyprus, France

• Cultural, historical and religious sights

• Sunny destinations 1. Higher price destinations : Italy, Spain, France, Cyprus and Greece 2. Budget destinations: Turkey, Bulgaria, Montenegro and Croatia

• Mountain skiing (35-50 years old). 1. Higher-priced destinations : Switzerland, France, Germany, Andorra, Italy, Austria 2. Budget destinations : Bulgaria, Finland, Austria

12/11/2012 TPNM


What kind of tourists are the Russians ?

12/11/2012 TPNM

Rapidly emerging middle classes :• Non visa destinations• Sun and beach destinations• 2 trips/year Funky Young Professionals :• Cosmopolitan and Western focused• Careful in expenses

The upper income Group :• Travel with families• Travel with good offers

The Ultra Rich :• Many trips, others like luxury and others to relax• Natalie Tours (the largest Russian Tour Operator in Greece) has proposed to build five star all services

hotels in order to attract especially this segment.

The Golden Youth :• The offspring of the ultra rich• They spend money while visiting their friends abroad for a few days


Travel information

• Usually travel in Autumn and Spring (the weather is not too hot or too cold)

• Moscow accounts for two thirds of all package tours

• 75% of leisure trips are booked within two weeks before or last minute

• Local exhibitions and workshops : the best way of marketing and promoting

• Not environmental tourism • Negative associations with Europe raised high prices and the difficulty in obtaining visas

• Preference to hotels on “All inclusive” base

12/11/2012 TPNM


Opportunities

• Promotion from internet• Creating a strong and effective offer• Crafting marketing messages for greatest effect• Getting inspiration for new product ideas• Provide something different as a change of scenery (to break one’s daily • routine)• Provide positive atmosphere and impressions, an opportunity to learn new things and enjoy

a feeling of freedom.• Quality accommodation,

Russia as a rising tourist market :• Huge potential as a tourism destination for Russians, although the level of trip taking will

remain low for some time.• The foreseeable future: there will continue to be new first-timers in search of mass-market, low priced travel options mainly for sun and beach destinations – but the more travelled Russians will expect more on their repeat visits, or will be looking for something different, offering better quality.

12/11/2012 TPNM


References• The Chinese Outbound Travel Market: Part 1, J.Uren, Tourism Insights Apr 2009• Seven Surprising Stats on the Internet and Emerging Markets, F.Holmes, Nov 27 2011,

Advisor Analyst• Chinese to become biggest spenders as record numbers head overseas, T.Branigan, The

Guardian, August 17 2012• Japan Tourism Market Profile, Canadian Tourism Comission, 2009 Update• Welcoming the Japanese Visitor, K.Nishiyama, University of Hawaii Press, 1996• The Japanese Traveller, Segmentation of the Japanese Market, Tourism Australia• ITB Convention Workshop: RUSSIAN OUTBOUND TRAVEL, The Travel Business

Partnership. July 2006• The Russian Outbound Travel Market with Special Insight into the Image• of Europe as a Destination, World Tourism Organization and European Travel Commission

2009 • Prospects of Russian Outbound Tourism in Greece, Natalie Tours• Russian Outbound Mice Tourism – Demand and Concept, A.Tsyvinskaya, Bachelor’s

Thesis Unit of Tourism, Imatra, Degree Programme in Tourism, Saimaa University of Applied SciencesHospitality Management 2011

• Russia - a hot new outbound, lates market, K.Bullock., WTM London, 04 Apr 2012,

12/11/2012 TPNM


Thank you for your attention !

12/11/2012 TPNM

InnoPolis - Targeted Market Profiles

Documents

Transcript of InnoPolis - Targeted Market Profiles