for Growth 2018-2025 Wednesday, 24 January, 2018 Niall Gibbons - - PowerPoint PPT Presentation

A Strategy for Growth

2018-2025

Wednesday, 24 January, 2018

German Market

Niall Gibbons

Chief Executive

John Healy

Managing Director Chair of Steering Group

Steering group

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

?

Consultation with Industry and Trade

The process

Analysis of existing data

SIZE OF THE PRIZE

Scale of ambition

Budget 2017

€4m

Budget 2021

€7m

Visitor numbers

2018-2021

800k +20%

Scenario 1 Holidaymaker revenue

2018-2021

€375m +27%

Scenario 2 Budget 2017

€4m

Budget 2021

€9m

Visitor numbers

2018-2021

860k +29%

Holidaymaker revenue

2018-2021

€400m +36%

German market context

CHALLENGES Competitiveness and VFM Capacity Greater engagement by industry Impediments on ‘path to purchase’ OPPORTUNITIES Revenue growth in 2012-2016

+62%

Interest in Ireland is strong

and opportunities for Northern Ireland

Clear focus on Culturally Curious Access growth forecast

WHAT THE RESEARCH TOLD US…

Path to Purchase

Be visible where Germans looking and booking Online for planning Make Ireland more distinctive

WOW

Multiple sources

Family/friends, word of mouth Guidebooks Online

Price upfront

Best prospects for continued growth

Culturally Curious Great Escapers

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

Invest more in distinctive,

• utstanding and

engaging communications Promote both iconic and new experiences Provide compelling reasons/ motivations to visit Ireland More agency alignment

Distribution and purchasability

Make Ireland easy to buy

ONLINE TRADE

Highlight easy access Make the island of Ireland more visible where Germans look and book

Product and experiences

Exploit experience brands Tourism infrastructure Living historical stories Active in nature

Market and consumer insights

Share insights actively Ensure consistent messages across all agency and industry promotions

Access

Work with airports and carriers to encourage new NI routes More co-

• perative

campaigns with carriers Case-make for new routes

Regional and Season

development

More open in shoulder season Season extension Northern Ireland proposition

• f scale

Regional development initiatives

Industry activation & collaboration

Make value offers more prominent and monitor More sales opps for industry partners Understand German consumer Joined-up thinking Share same messages

Zoe Redmond

Manager - Central Europe

Action Plan

Brand and marketing

• New ‘differentiating’ creative -

TV/digital

• More brand-led coop campaigns
• New range of online videos

(regions/seasons/barriers)

• More sharing of content/imagery with

partners

Distribution and purchas- ability

• Increase visibility where Germans are

looking and booking

• Work with partners to develop value for

money initiatives

Product and experience

• Build on and promote our strong

experience brands/establish NI proposition of scale

• Assist FI and TNI in preparing industry

partners to target German market

• TI/FI/TNI and industry pilot off-season

initiatives

Market and consumer insight

• Develop actionable insights from our

research and monitoring of market/consumer trends

• Share German market/consumer

insights with agencies and partners to inform experience development

Action Plan

Access

• Work with airports to case-make for

new routes of strategic importance, particularly to NI and regions

• Work with carriers to help drive

demand for new and existing services, particularly in the shoulder season

Industry activation and collaboration

• Continue successful collaboration with

agencies, industry partners and other stakeholders to ensure greater alignment towards shared goals

• Promote better sharing of information

across agencies and industry partners

Orla Carroll

Director of Strategic Development

Action Plan

Brand and marketing

• Share in-depth product updates to

inform Tourism Ireland and industry marketing in Germany

• Share relevant content developed for

the Domestic market with Tourism Ireland and industry for use in Germany

• Provide industry with skills and tools to

be active at appropriate stages of the consumer journey

• Develop season extension initiatives

which also enhance value for money

Distribution and purchas- ability

• Work with Tourism Ireland to ensure

buyers/intermediaries aware of product development pipeline

• Encourage the industry to promote

value for money offers

• Develop sales/brand toolkits to ensure

industry is German market ready

Market and consumer insight

• Partner with Tourism Ireland on a

combined, over-arching research strategy

Action Plan

Access

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

existing routes

Industry activation and collaboration

• Develop toolkits to assist the industry to

become German market ready

Product and experience

• Focus on developing experiences of

greater appeal, particularly those that facilitate a connection to landscape

• Extend the range of things to see and

do, particularly iconic historic attractions

• Deliver new experiences and products

to support regional and season extension

• Increase availability of German

interpretation and guiding at key attractions

• Implement mechanisms to increase

capacity and to fill under-utilised capacity at attractions

• Evaluate and define niche opportunities

in the German market

Rosemary Lightbody

Experience Development Manager

Action Plan

Brand and marketing

• Share in-depth product updates to

inform Tourism Ireland and industry marketing in Germany

• Share relevant content developed for

the domestic market with Tourism Ireland and industry for use in Germany

Distribution and purchas- ability

• Work with members of the NI industry

whose product is German market- ready, to enhance marketing and sales skills

• Encourage the NI industry to take

advantage of the competitive exchange rate

Product and experience

• Define and establish Northern Ireland’s

new proposition of scale

• Develop a range of compelling

experiences that showcase NI’s distinctiveness

• Evaluate and define niche opportunities

in the German market and bundle

• utdoor activities
• Ensure NI food is showcased in all

communications and experiences

• Strengthen links between NI holiday

experiences and those in neighbouring counties, particularly in border areas

Action Plan

Access

• Maximise opportunities around the

Berlin-Belfast route

Industry activation and collaboration

• Organise a workshop for NI industry

that highlights opportunities in the German 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 Germany

with Tourism Ireland campaigns and messages to maximise appeal of brand experiences

• Encourage the use of the strong

imagery available from the agencies and also encourage greater use of toolkits

• Case-make for enhanced marketing

resource for Tourism Ireland

Distribution and purchas- ability

• Increase industry use of online booking

channels

• Encourage greater participation in

German sales trips and promotions

• Foster initiatives that boost travel to the

regions and help extend the season

Product and experience

• Maintain the highest visitor satisfaction

ratings

• Continue to offer good value for money

holidays

• Case-make for government charges to

remain competitive

• Encourage industry to develop more

accommodation

• Work with FI and TNI to increase

availability of German language interpretation and guiding

Action Plan

Access

• Make more of opportunities presented

by new and existing air and sea services

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

Industry activation and collaboration

• Case-make for greater investment in

tourism development

• Encourage more private sector

investment in accommodation and attractions to spur competition and growth

• Support FI and TNI by encouraging

investment in large-scale tourism development

• Encourage the industry to work with

agencies to exploit the island’s great food

• Work with Failte Ireland to ensure the

Lakelands/Midlands brand appeals to the German market

Industry

Market and consumer insight

• Leverage German market/consumer

insights available from TI, FI and TNI to boost business

SIZE OF THE PRIZE

Scale of ambition

Budget 2017

€4m

Budget 2021

€7m

Visitor numbers

2018-2021

800k +20%

Scenario 2 Budget 2017

€4m

Budget 2021

€9m

Visitor numbers

2018-2021

860k +29%

Scenario 1 Holidaymaker revenue

2018-2021

€375m +27%

Holidaymaker revenue

2018-2021

€400m +36%

Thank you