Holland2020 - NBTC Holland Marketing

Holland Branding & Marketing Strategy
Holland2020
Supporting the known - Introducing the new
China
Bunnik, April 23rd 2015
Arrivals 2010-2014
Development Chinese visitors to the Netherlands (2010-2014)
300
250
250
218
196
200
(x1,000)
157
150
126
100
50
* In 2012 CBS expanded the number of the accommodations
part of their accommodation and visitor statistics. This is why
the number of registered accommodations and guests from 2012
onwards is not one-on-one comparable to the years before.
0
2010
2011
Source: CBS, Statistiek Logies Accommodaties 2004-2014
Base: all international visitors
2012*
2013
2014
Purpose of visit
Purpose of visit
Purpose of Chinese visitors to Holland (2014)
China
41%
Total international visitors
68%
Leisure
Source: SIT, 2005-2014
Base: all international visitors
55%
4%
26%
Business
Other
6%
Visitor profile (Chinese visitor in Holland)
Age
13-18
0%
19-24
10%
25-34
35%
35-44
31%
45-54
55-64
65 +
19%
3%
2%
Source: SIT, 2014
Base: all international visitors
Visitor profile (Chinese visitor in Holland)
There is no clear line between group traveller and individual traveller,
balance of level of carefree and freedom during trip is key.
1. Depending on the way the decision is made rather than the way
they travel (joining groups or on individual basis)
2. Carefree travel is far more important than the way of travel (group
or on individual basis)
3. Semi-individual: individually decided but arrangement is done by
agencies and travel in group.
Visitor profile (Chinese visitor in Holland)
Mainly 2 types of people:
1. First timer (short of travel experience)
• In big groups
• Visiting high lights and land marks
• Short of time for everything with tight schedule
• Wants to see as much as possible
• Steady segment (nature growth annually)
2. Repeaters (experienced, not necessarily repeat visitor to Holland
and Europe, often travel to other destinations, maybe first time to
Holland)
• Relaxing pace
• Looking for local uniqueness
• More targeted (culture, sports, interests points pre-decided)
• Stay longer
• In groups (not always pre-arranged groups, often in groups of
friends and family, or groups with someone who can speak the
local languages)
• Fast growing market segment
Look & book
Booking behaviour
Booking channel accommodation booking (2014)
31%
Directly with the accommodation provider
15%
12%
Travel agent / tour operator
Congress or meeting organiser
10%
2%
Reservation centre of a bungalow or hotel
chain
7%
6%
Via an auction or discount website
7%
6%
Via an online travel agent
Other
Don't know
Did not book accommodation in advance
China
Source: SIT, 2014
Base: all international visitors
5%
4%
12%
10%
8%
7%
6%
9%
Total international visitors
41%
Booking behaviour
• Segmented booking source. Booking on behalf is very common
(booked by agency online/accommodation directly).
• Different definitions of online tour operator or tour operator and
travel agent, no difference in China: all called tour companies.
• More packaged products online (majority of online products are
short hall and close by market packages), simple and cheap.
• Knowledge of European destination is still limited, key priority is
to increase the awareness level.
Booking behaviour
We work on destination knowledge no conversions are included yet
• Marriot Hotels
• Baicheng.com
• Ctrip.com
• Qyer.com
• Qunar.com
We work on group operations and B2B2C joint promotions
• Glbal Joy
• Utour
• Cyts
• CTS
• Huayuan
• Bamboo Garden,
Many group bookings are made via incoming tour operators, such
as Koni, Miki, etc
Booking behaviour
• Booking a local tour is getting popular (at destination or before
departure)
• Online ticket shops
• Flight + hotel package through on line channel is getting popular
especially among young people (mainly cost saving)
• Tailor made groups, booking by appointed agency (less price
sensitive)
Grouptravel
Grouptravel (2014)
23%
Share grouptravel Asian visitors
6%
Total Asia
Total international visitor
25% (206,080 visitors) of the
total grouptravellers to Holland
are visitors from Asia
Share Asia within total grouptravel
Total Asia
Source: SIT, 2014
Base: all international visitors
25%
75%
Other international visitors
Grouptravel
Holiday in Holland best gift for ourselves (Winter promotions)
• City of Xiamen, KLM and 5 key retail tour companies and
one wholesale tour operator participated
Joint promotion agreements has been signed with 6 key tour
operators this January, efforts of seasonal and geographical
spread had been included.
Holland month with OTA and wholesaler has been planned,
working with AliTrip, which is an Alibaba company.
• Alibaba travel – alitrip, June and
11.11/50billion/day/86,000trasactions/sect
• Ctrip/Tuniu
• Trilateral campaign, NBTC + Ali-trip + Whole Seller
Grouptravel
Winter Shopping focus, Holiday in Holland – Best gift for our
selves:
• Winter period with better ratio on cost and quality of trip
• Festivities and winter celebrations
• Big Shopping discount
• Timing in line with Chinese New Year
Travel and stay
Travel and stay
Region of stay in Holland (2014)
46%
Amsterdam
Coast
39%
2%
15%
6%
Nature area South
Netherlands
13%
6%
Water sports areas
7%
Nature area Central
Netherlands
3%
Nature area Northeast
Netherlands
3%
4%
3%
22%
Other cities and regions
18%
China
Source: SIT, 2014
Base: all international visitors
Total international visitors
Travel and stay
Month of stay in Holland (2014)
35
30
30
x1000
27
24
25
19
20
23
24
18
19
15
15
10
28
10
11
5
0
Source: Statistiek logiesaccommodatie CBS
Travel and stay
Campaign with accommodations directly:
1. We have done one FAM tour with Marriot hotels regional
sales office
2. Mega FAM trip to visit relevant hotels
3. With local tour operators to be included in the flight + hotel
packages
4. Holland Month retail campaign: NBTC + Retail tour operator,
product mainly flight + hotel and up sale of local packages
Visiting behaviour
Visiting behaviour
Type of holiday (2014)
36%
City break
35%
20%
Cultural holiday
9%
18%
Holiday in the nature area/
countryside
Canal trip
Touring the country
China
Source: SIT, 2014
Base: international leisure visitors only
12%
13%
4%
13%
10%
Total international leisure visitor
Visiting behaviour
Top 5 day trips to Dutch cities during the stay in Holland (2014)
93%
Amsterdam
Rotterdam
56%
32%
9%
26%
The Hague/Scheveningen
Delft
Leiden
China
Source: SIT, 2014
Base: all international visitors
11%
14%
4%
12%
4%
Total international visitors
Visiting behaviour
Remarkable differences activities undertaken Chinese vs total
international visitor (2014)
62%
funshopping/shopping
41%
43%
visited the Red Light District
(de Wallen) in Amsterdam
22%
25%
visited gallery/atelier
9%
24%
visited another type of
restaurant/diner/brasserie
visited beach for
beachwalk/get fresh air
40%
4%
20%
China
Source: SIT, 2014
Base: all international visitors
Total international visitors
Visiting behaviour
Highlights and must sees have to be visited as everyone else
but something must be different
1. Travel with family and/or friends in groups (groups with pre
made itineraries, tailor made, customized).
2. One within the group does the organization (a lot of times
starting from arranging everything one selves and end up
with using agency or operators).
3. Family follows need of child before need of parents
themselves. Education for kids is one of the most important
element within a family trip, and/or one of the most
important decision making factor for a trip.
4. Shopping is one of the most important element of all kinds of
trips.
5. Local Cuisine (Local flavor or famous restaurants, such as
Michelin restaurants or local traditional/typical food, etc.) has
big potential.
6. Key Words: Authenticity, Local, Unique, Different.
Expenditure
Expenditure
250,000 guests from China
x
average spending € 1,257
=
Total expenditures from China
Source: SIT, 2014
Base: all international visitors
€ 314 million
Appreciation
Visiting behaviour
Previous Holland visits (2014)
China
27%
20%
Yes, in the past 3 years
53%
Yes, but longer than 3 years ago
No, never
Intention to revisit Holland again in the future (2014)
China
I certainly would
Source: SIT, 2014
Base: all international visitors
55%
I probably would
24%
Maybe
16%
Probably not
5%
Certainly not
Appreciation
Various good comments from visitors:
• Holland is a very nice country in Europe! Much better than France.
• Already very good, no further suggestions.
• Its pretty good already!
Points of improvement
Improvements are expected:
1. Chinese language to be used in broader range.
2. Offer more sight seeing packages with discounts.
3. The train system is good, but considering more space to
store luggage.
4. I found many shops in Holland only accept bank card with
PIN code.
5. Better VISA procedures, better board control service are
needed.
Actions in details are expected:
1. More information to be provided online.
2. Travel guides in print and digital formats.
3. Shops open till 9pm or 10pm, and distribute discount
vouchers.
Questions?
Eddie Yang
Director China
Netherlands Board of Tourism and Conventions
eyang@holland.com
#holland2020
@nbtc
NBTC Holland Marketing is responsible for the branding and marketing of the destination Holland. NBTC Holland Marketing carries out marketing
activities in 13 markets, under the name of NBTC Netherlands Board of Tourism & Conventions.