A Strategy for Growth 2018-2025 Niall Gibbons Chief Executive - - PowerPoint PPT Presentation

A Strategy for Growth

2018-2025 US Market

Niall Gibbons

Chief Executive

Brendan Griffin TD

Minister for Tourism and Sport

Ruth Andrews

Chief Executive

Chair of Steering Group

Steering group

Implementation: 2018 and beyond Strategy and Action Plan developed Consumer research conducted

?

Consultation with Industry and Trade

The process

Analysis of existing data

SCALE OF AMBITION

Scenario 1 Budget 2017

€9m

Budget 2021

€11m

Visitor numbers

2018-2021

2m

Holidaymaker revenue

2018-2021

€1.37bn +23% +33%

Scenario 2 Budget 2017

€9m

Budget 2021

€13m

Visitor numbers

2018-2021

2.1m

Holidaymaker revenue

2018-2021

€1.43bn +30% +39%

Alison Metcalfe

Head of North America

OPPORTUNITIES CHALLENGES

Market context

2012-2016

+70%

Holiday Revenue GROWTH

+60%

Holiday Visitor GROWTH Strong access growth Interest in Ireland strong Strong US economy Sustaining growth Capacity Competition Securing stand-out for Ireland Strong

• utbound

travel

WHAT THE RESEARCH TOLD US…

Best prospects for continued growth Culturally Curious Social Energisers

High spend Tour different regions Visit in off-peak Short breaks Off season

Path to Purchase

Vivid

WOW!

Arresting Motivating Re-affirm value early

Traditional Online

Important sources

Multi-channel Comms Personalised Experiences Personalised Comms

Micro moments

Strategic framework to deliver growth

Brand Market activation Distribution & purchasability

Key drivers

Produce and Experience Dynamic market insight Access and infrastructure Key enablers Regional development Season extension Areas of focus Industry activation & collaboration Foundation

Seven priority areas

Brand and marketing Distribution and purchasability Product and experience Market and consumer insight Access Regional and seasonal development Industry activation and collaboration

Brand and marketing

Refresh Ireland messages

Enhance ‘the conditions for sale’ Trigger reassessment of destination/ cut-thru inertia Deliver personalised authentic experiences unique to the island Promote WAW, IAE, Dublin, Northern Ireland (CCR and Belfast) Pleasantly surprise them

show them things they don’t know about

Turn ‘interest’ into ‘action’

• motivate to book

now!

More vivid, stand-out, compelling

Price is important

OTAs Industry Tour Operators

Distribution and purchasability

Make island of Ireland holidays easy to buy

Increase visibility where US visitors are looking and booking

Product and experiences

Excite US visitors Explore regions Spring/Fall experiences

Market and consumer insights

Share insights actively

Know the competition Know

• ur

visitors Know how/ where they buy

Access

Exploit access

Case-make for new routes

Drive demand

Regional and Season extension

More exciting regional/seasonal experiences Open year- round Prioritise promotion of Regions and Seasonal experiences

Industry activation & collaboration

More industry engagement with US market More value

• ffers for US

consumers

Alison Metcalfe

Head of North America

Action Plan

Brand and marketing

• Create new ‘stand-out’ TV/digital

campaigns

• More brand-led co-operative

campaigns and exposure on review sites and OTAs

• Partner with strong travel and non-

travel brands to reach new audiences

• Make Ireland easier to purchase
• Highlight island’s food, authentic

experiences, value for money

• Promote attractive regional/seasonal

holidays

Distribution and purchas- ability

• Increase visibility where visitors look

and book

• Maximise all sales channels –

traditional and new

• Work with partners to develop value

for money initiatives

Product and experience

• Share US market/consumer insights to

inform experience development

• Build on our strong experience brands
• Prioritise off-season initiatives
• Assist FI/TNI with industry market

readiness

Market and consumer insight

• Develop actionable insights from

research and monitoring of trends

• Share US market/consumer insights

with agencies and industry to inform experience development

Action Plan

Access

• Work with carriers to sustain current

access and maximise new routes

• Work with airports to case-make for

new routes of strategic importance

Industry activation and collaboration

• Continue successful collaboration with

agencies, industry partners and others

• Promote better sharing of information

across all partners

Paul Keeley

Director of Business Development

Action Plan

Brand and marketing

• Continue to build on experience

brands

• Provide newsworthy updates to inform

TI and industry marketing

• Deliver regional and season extension

initiatives which also enhance value for money

• Ensure Industry have skills/tools to be

active throughout the consumer journey

Distribution and purchas- ability

• Work with TI to ensure buyers and

intermediaries aware of product development pipeline

• De-risk programming for new/existing

distributors

• Work with industry to develop new

programmes, incl regional/seasonal initiatives

• Assist industry to be market-ready and

more active in market

Market and consumer insight

• Partner with TI on a combined,
• ver-arching research strategy

Action Plan

Access

• Work with the industry to capitalise on
• pportunities arising from new and

existing routes

Industry activation and collaboration

• Mobilise industry offers for key

distribution channels in support of TI campaigns

Product and experience

• Focus on developing experiences that

appeal specifically to US visitors

• Extend the range of things to see and

do, particularly iconic historic attractions

• Roll out new food strategy
• Deliver new experiences to support

regional and season extension

• Advocate to secure more

accommodation in key areas

• Foster an increase in online booking

facilities and better utilisation of attractions

• Evaluate and define niche
• pportunities

e.g. business tourism, golf, luxury, adventure

Rosemary Lightbody

Experience Development Manager

Action Plan

Brand and marketing

• Share in-depth product updates to

inform TI and industry marketing

• Share relevant content developed for

the domestic market with TI and industry

Distribution and purchas- ability

• Work with NI industry with market-

ready product to enhance marketing and sales skills

• Encourage the NI industry to take

advantage of competitive exchange rate

Product and experience

• Develop a range of compelling

experiences that showcase NI’s distinctiveness

• Define and establish Northern

Ireland’s new proposition of scale

• Evaluate and define ‘niche’
• pportunities in the US market
• Support Ulster Connections and build
• n Stone Mountain activity
• Ensure NI food is showcased in all

communications and experiences

• Strengthen links between NI holiday

experiences and those in northern half

• f the island
• Work with industry to develop

regional/seasonal initiatives

Action Plan

Access

• Work with TI to sustain and maximise
• pportunities around direct services

Industry activation and collaboration

• Identify best routes to market for NI

industry – including niche and online

• Scope the feasibility of a market access

fund to boost NI industry activity in US

• Organise a workshop for NI industry

that highlights opportunities in US market

Market and consumer insight

• Partner with Tourism Ireland on a

combined, over-arching research strategy

Eoghan O’Mara Walsh

Chief Executive

Industry

Action Plan

Brand and marketing

• Align industry marketing in US with TI

campaigns

• Use similar messages and imagery
• Case-make for enhanced marketing

resource for TI

Distribution and purchas- ability

• Increase industry use of online

booking channels

• Encourage greater participation in

sales trips and promotions

• Foster initiatives that boost travel to

the regions and helps extend the season

Product and experience

• Case-make for more investment in

tourism infrastructure and experiences

• Encourage more investment in

accommodation

• Continue to offer good value for

money holidays

• Work with FI and TNI to exploit Irish

food

• Develop Lakelands/Midlands brand

and NI proposition of scale

Action Plan

Access

• Make more of opportunities presented

by new/existing air and sea services

• Case-make for the second runway and
• ther infrastructure at Dublin Airport

Industry activation and collaboration

• Ensure visitor satisfaction remains high
• Prioritise good value for money
• Case-make for state charges to remain

competitive

• Encourage more private sector

investment in accommodation and attractions

Industry

Market and consumer insight

• Leverage new US market/consumer

insights to boost business

Niall Gibbons

Chief Executive

Q&A