Reporting Event Vilnius – September 3rd Zélie BREVAL – Account Manager France Lithuania.france@aviareps.com 1
FRENCH TRAVEL MARKET 2
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 : 13,6M 12,5M 12,1M 10,2M 9,2M 7,8M 6,5M 5,7M 3,9M 2,6M 18% 38% 8% 12% 21% 35% 42% 25% 31% 44% 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 3
French Travelers The French recognize they choose their holidays destinations according to: - their natural scenic beauty (76%), 6% Europe 12% - weather (63%), Americas 8% Africa - history & culture (53%), 74% Outbound Destinations 2012 (market share) - 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 4
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 . 5
French Travel Trends to Lithuania Best sellers to Lithuania from January to July 2013: 1.200 Traditional against Online operators: 1.000 800 34% 600 ONLINE 66% TRADITIONAL 400 200 • The top 2 are online travel 0 agencies that can be explained by the increase of the market share of online travel agencies on the French market. • The first traditional operator is Arts & Vie – specialized in cultural tours. 6
French Travel Trends to Lithuania Number of Travel documents issued per month to Lithuania: 900 800 700 600 500 2012 400 2013 300 200 100 0 Jan Feb Mar Apr May Jun Jul 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 often 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 8
MARKETING & PR ACTIONS FOR LITHUANIAN STATE DEPARTMENT OF TOURISM IN FRANCE 9
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 10
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 11
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 12
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% 13
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 15
Trade Event in Lyon – September 20th Activity concept: At the occasion of the EU Presidency of Lithuania, organization 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 16
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 19
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 20
STRENGHTS & OPPORTUNITIES ON THE FRENCH MARKET 15
Strengths & Opportunities Opportunities Strengths - Development of the awareness - City Break offers of the destination with the E.U Presidency of Lithuania - Large cultural and nature - Increase of the interest for the products European medium-haul destinations with the crisis in North Africa - Diversity of the destination - Opportunity to develop new - Low cost direct flights and original products targeting a (Ryanair, Wizz Air) niche clientele: MICE, SPA/Well- Being, trekking, music 21
Thank you for your attention! Ačiū!
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