Reporting Event Vilnius September 3rd Zlie BREVAL Account Manager - - PowerPoint PPT Presentation

Reporting Event Vilnius – September 3rd

Zélie BREVAL – Account Manager France Lithuania.france@aviareps.com

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FRENCH TRAVEL MARKET

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Outbound Tourism

• Annual leave entitlement : 5 weeks of statutory paid vacation
• In 2012, 31.2 million French traveled (59% of the global population)
• Out of them, 65% traveled within France only, 35% traveled abroad. 15%

made several domestic and international trips.

• Despite the recession, the French are not ready to sacrifice their vacation:

they are looking for good value for money opportunities.

• Evolution of the number of French who booked their vacation online:

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

8%

2,6M

12%

3,9M

18%

5,7M 6,5M

21% 25% 31% 35% 38%

7,8M 9,2M 10,2M 12,1M 12,5M

42% 44%

13,6M

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French Travelers

The French recognize they choose their holidays destinations according to:

• their natural scenic beauty (76%),
• weather (63%),
• history & culture (53%),
• how welcoming the people are (46%).

New trends appears with the economic crisis:

• Last minute bookings
• Increase of the short break travels
• 20% of the E-travelers had a look on the Social Networks to prepare their trips
• Facebook is the number one social media in France

74% 8% 12% 6%

Outbound Destinations 2012 (market share)

Europe Americas Africa

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Distribution Overview

• In France, there are three types of travel distributors: traditional travel agencies’

network, online travel agencies and independent TOs / TAs.

• The Paris area concentrates the highest number of TOs/TAs, followed by the

South-East of France.

• Because of the economic crisis and the troubles in North Africa, the travel

agencies knew difficult years (2011 & 2012). The number of travel agencies decreased in 2011.

• 55% of the travelers appeal to a travel agent or a tour operator to organize

their trip abroad.

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French Travel Trends to Lithuania

Best sellers to Lithuania from January to July 2013:

200 400 600 800 1.000 1.200

66% 34%

ONLINE TRADITIONAL

Traditional against Online

• perators:
• The top 2 are online travel

agencies that can be explained by the increase of the market share of

• nline travel agencies on the

French market.

• The first traditional operator is

Arts & Vie – specialized in cultural tours.

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French Travel Trends to Lithuania

Number of Travel documents issued per month to Lithuania:

100 200 300 400 500 600 700 800 900

Jan Feb Mar Apr May Jun Jul

2012 2013

Total number of Travel documents remains stable compare to 2012: -0.3% 1st semester 2013: 10,603 French Travelers to Lithuania 7

Forecasts for 2014

• Growth forecast: the worth is behind us!
• Travel Trade industry perspective: not optimistic for 2014

but several Tour-operators are looking for new destinations and they are ready to launch new programs featuring Lithuania

• The French people travel for a short time but travel more
• ften during the year what it is a positive point for the

Medium-Haul destinations.

• European destinations are more and more trendy
• Increase of the part of the online

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MARKETING & PR ACTIONS FOR LITHUANIAN STATE DEPARTMENT OF TOURISM IN FRANCE

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Trade Seminar – April, 2nd

Activity concept: Organization of an event to present Lithuanian Inbound tourism opportunities to the French Travel Industry representatives at the Lithuanian Embassy. Objectives:

• To increase the awareness and the knowledge of the

destination among the Travel Trade Industry

• To generate more bookings

Results:

• Number of guests: 33

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Meedex – April, 3rd & 4th

Activity concept: Registration to the main MICE Show on the French Market and management of the Lithuanian booth. Objectives:

• To develop the image of Lithuania as a MICE destination
• To improve the knowledge of the destination among the

French buyers

• To generate more seminars, incentives, etc in Lithuania.

Results:

• Acquisition of new contacts
• 24 meetings conducted

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E-learning & Ad campaign

Activity concept: Development and promotion of a training program “Discover Lithuania” for the Travel Agents on the main travel trade website - Tourmag.com. Objectives:

• To enhance the knowledge of the destination among the

Travel Agents

• To increase the number of bookings to Lithuania

Results:

• Number of agents registered: 105
• Number of agents certified: 59 – Success rate: 56%
• One month Banner campaign: 409 clicks

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Sales Calls & Newsletter

Activity concept: Meet different Tour-Operators (mainstreams, tailor-made, Baltic Specialists, niche and online TO’s) and organize training sessions for the key reservation staff. Create and mail-out a quarterly e- newsletters featuring Lithuania to trade contacts providing updates about products, events, etc. Objectives:

• To increase their knowledge about the destination and generate

more bookings

• To leverage destination awareness and develop new programs
• To highlight key facts every quarter to keep the travel trade update

Results:

• 40 Sales calls conducted from February 2013
• Development of new product placement with key French Tour-

Operators (Ongoing: Les Ateliers du Voyage, Intermèdes, etc)

• Newsletter sent out to 750 Travel Trade contacts - Opening rate: 18%

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PR Actions

Activity concept: Cooperation with local media: media calls, press releases, clipping service. Objectives:

• To increase destination awareness
• To generate articles about Lithuania

Results:

• 4 press releases sent out to our Media database
• 56 articles published

=> Media value: 165,000€ / 570,000 Litas

PLANNED ACTIVITIES FOR THE FUTURE

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Trade Event in Lyon – September 20th

Activity concept: At the occasion of the EU Presidency of Lithuania,

• rganization of a Trade event in Lyon in partnership with

the Lithuanian Embassy and the BtoB Tour-operator, Alliance du Monde. Objectives:

• To increase the awareness of the destination in one of the

most powerful area in France

• To improve the knowledge of the Trade Industry in order

to generate more bookings Results expected: Number of guests expected: 50

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Facebook contest – 4Q13/1Q14

Activity concept: Set-up of a quiz on our Official Facebook page, Lituanie Tourisme, to win 3 trips for 2 to Lithuania. Objectives:

• To increase the awareness of the destination and so on

the number of fans

• To convert fans into travelers

Results expected:

• Number of fans: +250
• Target audience reached: 1,000

For this project, we are looking for partners in terms of accommodation, lunch/dinner, activities on-site. 17

Fam trip – 2Q14

Activity concept: Organization of a fam trip in Lithuania for Tour-operators and Travel Agencies – Trip duration: 3-4 days. The itinerary will feature the 4 ancient capitals of Lithuania: Vilnius, Kaunas, Kernave & Trakai. Objective:

• To introduce Lithuanian Tourism opportunities to at least

10 participants (5 of them will be issued from the E-learning lucky draw)

• To develop product placement

Results expected:

• Development of new products featuring Lithuania
• Increase of the bookings to Lithuania

DITEX – 2Q14

Activity concept: Participation in the major regional promotional tourism trade show, the DITEX (April, 3rd & 4th). Objectives:

• To meet new business tourism contacts
• To develop the awareness of the destination in the second

powerful area in France : the South-East Results expected:

• 100 new contacts
• Development of new business

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Go Voyages Project – 1Q14/2Q14

Activity concept: Lead an advertising campaign with the main operators to Lithuania on the market, Go Voyages. Creation of a mini- website dedicated to the destination. Objectives:

• To increase the awareness of the destination
• To generate more bookings to Lithuania

Results expected:

• Positive evolution of the number of bookings compare to

last year on the Lithuanian products

• Reach out a large number of internet users

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STRENGHTS & OPPORTUNITIES ON THE FRENCH MARKET

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Strengths & Opportunities

Strengths

• City Break offers
• Large cultural and nature

products

• Diversity of the destination
• Low

cost direct flights (Ryanair, Wizz Air)

Opportunities

• Development of the awareness
• f the destination with the E.U

Presidency of Lithuania

• Increase of the interest for the

European medium-haul destinations with the crisis in North Africa

• Opportunity to develop new

and original products targeting a niche clientele: MICE, SPA/Well- Being, trekking, music

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Thank you for your attention! Ačiū!