Holland2020 - NBTC Holland Marketing

Holland Branding & Marketing Strategy
Holland2020
Supporting the known - Introducing the new
Brazil
Bunnik, April 23rd 2015
Arrivals 2010-2014
Development Brazilian visitors to the Netherlands (2010-2014)
160
139
140
116
120
119
102
100
(x1,000)
85
80
60
40
20
* 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
2012*
Source: CBS, Statistiek Logies Accommodaties 2010-2014
Base: all international visitors
2013
2014
Purpose of visit
Purpose of visit
Purpose of visit to Holland (2014)
Brazil
75%
Total international visitors
68%
Leisure
Source: SIT, 2005-2014
Base: all international visitors
23%
26%
Business
Other
2%
6%
Visitor profile (Brazilian visitor in Holland)
Age
13-18
0%
19-24
12%
25-34
32%
35-44
29%
45-54
17%
55-64
65 +
8%
3%
Source: SIT, 2014
Base: all international visitors
Travelers want more than a destination
What travelers are looking for?
Experiences other than destinations, stories to share with friends
upon return. Experiences must be as tailored and special as
possible like thematic trips inspired on personal passions and
opportunities to experience like a local
What motivates a trip?
Get to know
Opportunity
|
Previous Experience | Shopping | Convenience |
What are their sources of information?
Blogs | Articles | Travel guides | books & movies
OTAs | Travel websites | Destinations official websites
Friends & relatives | travel agents
Source: Edelman Berland community tool
Travelers want more than a destination
Do travelers know the experiences Holland can offer?
To answer it, we’ve listened to 50 Brazilians…
…And learned that they mainly know
Holland stereotypes plus culture, nature
and
architecture
related
themes.
Holland is often associated with an open
minded civilization
Most of them would like to visit Holland, but the country is not in their
European top 3 destinations. Opportunity to better explore dance, sports and
gastronomy pillars
Explore Holland experiences beyond the stereotypes
Source: Edelman Berland community tool
Travel trade needs more tools
Has the knowledge about Holland increased?
To answer it, we have listened to the main TOs and TAs we have worked this
year
… And learned that they are getting each time better
informed about what Holland can offer, but they still have
difficulties in getting with local suppliers (DMCs) all activities
they want to offer to their passengers
“Holland was not seen as a cultural and historic destination
before”
“Local suppliers (DMCs) must have packages with guaranteed
departures and Portuguese speaking guides”
A more integrated approach to develop Holland product
Source: Edelman Berland community tool
Look & book
Booking behaviour
Booking channel accommodation booking (2014)
32%
Directly with the accommodation provider
41%
24%
Travel agent / tour operator
12%
12%
Via an auction or discount website
6%
Reservation centre of a bungalow or hotel
chain
8%
6%
7%
Via an online travel agent
Other
Don't know
Did not book accommodation in advance
Brazil
Source: SIT, 2014
Base: all international visitors
12%
13%
4%
3%
7%
2%
9%
Total international visitors
Booking behaviour
The most important Tour Operators/ Travel Agents
sales calls and phone calls:
 Meeting with operations and products managers
 Offices in São Paulo (capital and interior), Rio de Janeiro, Curitiba
 Opportunities:
 Cooperative campaigns
 Participation in events for TOP sellers
 Training sessions (more than once to show Holland news)
 Sharing information to their own material (websites, social media pages, enewsletter, etc.)
Booking behaviour
Tour Operators and Travel Agents training sessions:
 Over than 200 people impacted
 An hour session (each one)
 The attendance was in the most: the sales, operations departments and the
attending (clients and travel agents)
 The sessions gave them an excellent knowledge about Holland and its main
attractions, events, cities and basic information on the country
 A very good interaction and participation of the attendees
Grouptravel
Grouptravel (2014)
13%
Share grouptravel Brazillian visitors
6%
Brazil
Total international visitor
2% (17,030 visitors) of the
total grouptravellers to Holland
are visitors from Brazil
Share Brazil within total grouptravel
Brazil
Source: SIT, 2014
Base: all international visitors
2%
98%
Other international visitors
Inspiring Brazilians to visit Holland
In 2014, we continued to drive awareness for Holland as top destination,
inspiring Brazilians to visit the country, its several attractions beyond
Amsterdam and experience the Dutch way of life. We also started building
relationship with Brazilian travel trade, presenting them the Holland offer.
The main activities in 2014
TRADE
 WTMLA tradeshow, including a training session to 60 travel agents
 In-house trainings in the main TO’s: Raidho, Agaxtur, Casa do Agente, MMT,
ADV, Egípcia Tour, Monark
 Sales calls: 30 in-person meetings
 Sales blitz to Interior of São Paulo with training session for 90 TAs
 Quarterly media newsletters
PRESS
 Mauritshuis press trip
 12 press releases
 Individual pitching: Holland has been in the spotlight of main
travel and lifestyle media with 258 quality clippings
Inspiring Brazilians to visit Holland
WHAT WENT WELL
Trade
Sales calls and in-house trainings were essential to leverage the destination
awareness and knowledge for travel trade professionals, stimulating them to
better sell Holland. There is still a lot to do in terms of developing new
products, such as promoting meetings and conversations between Holland
partners and Brazilian travel trade through sales mission and FAM trips
WHAT WE HAVE LEARNED
Tradeshows
WTM and ABAV are not cost-effective anymore. Each time these events
receive less attendees and have less business opportunities
Holland partners
Travel trade needs more contacts of local Holland DMCs that could offer
packages with guaranteed departures and Portuguese speaking guides
Transport
Travel and stay
Region of stay in Holland (2014)
82%
Amsterdam
Coast
Nature area South Netherlands
Nature area Central Netherlands
39%
0,3%
15%
0,2%
13%
0,2%
4%
13%
Other region
Unknown
Brazil
Source: SIT, 2014
Base: all international visitors
18%
4%
2%
Total international visitors
Travel and stay
Month of stay in Holland (2014)
18
16
16
14
x1000
14
14
13
13
14
12
10
10
8
6
4
2
0
Source: Statistiek logiesaccommodatie CBS
9
7
10
10
11
Visiting behaviour
Visiting behaviour
Type of holiday (2014)
60%
City break
35%
14%
Cultural holiday
Canal trip
Touring the country
Holiday in the nature area/ countryside
Sportive holiday
Brazil
Source: SIT, 2014
Base: international leisure visitors only
9%
11%
4%
6%
10%
5%
12%
3%
8%
Total international leisure visitor
Visiting behaviour
Top 5 day trips to Dutch cities during the stay in Holland (2014)
99%
Amsterdam
The Hague/Scheveningen
19%
11%
Rotterdam
13%
9%
Volendam
13%
5%
Delft
Brazil
Source: SIT, 2014
Base: total international visitors
56%
8%
4%
Total international visitors
Visiting behaviour
Remarkable differences activities undertaken Brazilian vs
total international visitor (2014)
81%
visited a bar or café
45%
75%
walking
42%
74%
visited a museum
visited the Red Light District (de Wallen) in
Amsterdam
made a journey in a canal boat
Brazil
Source: SIT, 2014
Base: total international visitors
34%
74%
22%
59%
24%
Total international visitors
Visiting behaviour
Typical Brazilian Tourist
Visiting behaviour
Emerging traveler
 Wants to go where opinion makers, celebrities go.
 Visit Must see locations like the popular world capitals.
 Needs or at least prefers to travel with the assistance of a travel agency.
 Can travel independently to a repeat destination, or if the person is a frequent and/or a free
traveler (typically young people that wants to spend the minimum and have a lot of adventure).
 New frontiers: Dubai, Caribbean Islands and Turkey – direct flights.
 Obsessed with shopping.
 Looks for snow (not ski), duty-free, outlet malls and attractions for kids.
 Likes to make the most of each escape (“How many destinations can I squeeze into the same
trip?”).
Expenditure
Expenditure
139,000 guests from Brazil
x
average spending € 1,009
=
Total expenditures from Brazil
Source: SIT, 2014
Base: all international visitors
€ 140 million
Appreciation
Visiting behaviour
Previous Holland visits (2014)
Brazil
23%
8%
Yes, in the past 3 years
69%
Yes, but longer than 3 years ago
No, never
Intention to revisit Holland again in the future (2014)
Brazil
I certainly would
Source: SIT, 2014
Base: all international visitors
82%
I probably would
12% 4% 2%
Maybe
Probably not
Certainly not
Appreciation / feedback
“ I love the time I’ve spent there – Everything is amazing!”
“ How can we improve what is already excellent?! Me and my cycling partner loved our stay
in Holland. We have been there in other occasion and are planning go back soon.”
“ If I could say something for the Dutch people, it would be: keep going with the traditions
and culture, also with all the innovations, cause it is an example for all the World.”
“ I believe the country is perfect for foreign tourists.”
“ I always wanted to go to Netherlands. I did it twice and it was very nice! The country is
wonderful, safe, clean, really beautiful”.
Points of improvement
“It could sell the transportation card inside the TRAM”.
“The train/ subway staff could be better informed about the public transportation
services.”
“Taxi services should be improved, but I know this is a chronical problem.”
“The restaurants should publicize more about themselves.”
“The traffic signaling in Holland could have some improvements, also for biking.”
“The tourist information could be clearer. Although many things are written in
English, there are still many written only in Dutch. This can make things harder.”
“Holland should do advertisement worldwide... outside Europe”.
Questions?
Contact Ditte Ooms
dooms@holland.com
T +31 (0)70 – 3705 202
#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.