Italian Market Intelligence newsletter - 2008 - EMF

Various niches shows:
• BTC International for MICE, Rome - November 2009
• EUDI for Diving, Rome - Feb/March 2009
• ECOTUR for ecotourism
• BMT, Napoli – April 2009
• GLOBE, Rome – March 2009
2 more “local effect” shows:
• BIT, Milan – February 2009
• TTG INCONTRI, Rimini - October 2009
2 major shows:
7. MAIN CONSUMERS AND TRADE FAIRS IN ITALY
Audiweb, which investigates the Internet world and conducts research on the media, has listed all domains enrolled in the national “album” of web-portals. 48 sites are currently
registered. The top ten of the most visited websites are the following:
1. www.libero.it with nearly 16.000.000 unique visitors, giving access to the mail system @libero.it and informing about current affairs, lifestyle, fashion, tourism, gossip.
2. www.virgilio.it, which is listed 2nd with 14.800.000 unique visitors,
3. www.tiscali.it, which is 3rd with more than 7.300.000 unique visitors
4. www.supereva.com, which is 4th with more than 4.600.000 unique visitors
5. www.repubblica.it, the e-version of the national daily, is listed 5th with nearly 4.000.000 unique visitors
6. www.corriere.it (Corriere della Sera) follows with 3.500.000
7. www.paginebianche.it with 3.400.000 unique visitors, providing information with telephone numbers and addresses.
8. www.kataweb.it, which is 8th with nearly 3.000.000 unique visitors
9. www.gazzetta.it is 9th with more than 2.000.000 visitors and providing sport information.
10. The web portal www.tgcom.it, part of the Mediaset group, is the 10th with 2.000.000 visitors.
Around 23.000.000 Italians daily surf the internet where almost all national dailies have a corresponding dedicated website.
More and more niches find their space in the web through portals and blogs which are definitely the best way for alternative PR activities, giving an opportunity to consumers and
to drive discussions to the focal point .
6. INTERNET, THE PLACE TO BE
3‐ SPAIN
11% ‐ 518 044 arrivals
1‐FRANCE
27.8% ‐ 1 314 458 arrivals
2‐UK
26.7% ‐ 1 260 714 arrivals
3
2
1
4
6
5
5 ‐ ITALY
7.5% ‐ 356 894 arrivals
4 ‐ GERMANY
8.4% ‐ 398 307 arrivals
6 ‐ NETHERLANDS
6.9% ‐ 325 792 arrivals
European markets chart for Caribbean in 2007
8.1. Key figures and European markets chart for Caribbean
8. ITALIAN MARKET &
CARIBBEAN DESTINATIONS
•
High fragmentation on the product availability on the market, due to high
number of TOS (both big and small names) featuring them
• Major TOs have directly invested in some destinations opening their own
structures and reducing costs
• Cruises are one of the less expensive/more effective ways to approach
several islands
• Scheduled flights affect the average price
• Direct charter flights are concentrated on major destinations: Cuba, Dominican Republic and Jamaica
• Sales are not homogeneous throughout the year
• The key problem for them is low/shoulder season… with more to offer
than requests!
• Smaller islands (overall more expensive) can’t afford the competition of
bigger “sisters” in terms of price and loose sales in middle and low seasons
• Positive year for both Dominican Rep. and Cuba, which has increased
overall the level of services
• Big investments in certain destinations (Dominican Rep., Jamaica, Cuba)
make the TOS suffer more in the low season
• High season sales are a challenge
• Overall positive year for the Caribbean
82. Caribbean Trends in the Italian market
144.115
Dominican Rep.
4.724
3.071
1.644
1.573
1.543
1.528
1.301
1.221
St. Marteen
Belize
Aruba
Puerto Rico
Barbados
St. Vincent
Anguilla
Trinitad & Tobago
* 2006 figures
Sources: Data supplied by member countries
5.994
Antigua
Between 1.000
and 9.000 Arrivals
144.249
Cuba
Over 100.000 Arrivals
16.009
Cancun
603
491
176
78
46
Grenada
Bonaire
Cayman
Guyana
Saba
2
711
Curacao
Montserrat
891
Bermuda
Under 1.000 Arrivals
17.564
Jamaica
Between 10.000
and 100.000 Arrivals
8.2. Caribbean destinations charts
Bahamas
Bermuda
Antigua & Barbuda
Barbados
Jamaica
BVI
Cayman
Aruba & French Antilles
Cuba
Dominican Republic
Guadalupe & Martinique
Top destinations:
In Italy, Caribbean destinations are typically
positioned as “Sea, Sun & Beach” destinations. They are promoted and sold as destinations offering : beaches & rest, watersports
and activities, nature trails & discovery tourism
and cultural activities.
Around 174 Italian tour operators
feature the Caribbean in Italy : 34%
are generalists, the others are featuring sea and island hopping (25%),
15% are focusing on adventure, 11%
diving and water sports, 9& cultural
and luxurious 6% focusing on golf,
Caribbean destinations are renowned in Italyfor : diving, honeymoons, cruises and golf.
These niche products still have a big development potential in Italy : the number of these
product lovers is increasing and now, more
and more TO have chosen to develop a
segmented offer.
Niche offer :
Average rates are between 1 100 € (tours 7/9
days) and 2 420 € (honeymoon package
8 days).
Seaside stays represent 34% of the Caribbean
production
in
France.
Accommodation
included in packages are mostly 3* hotels and
4* hotels (around 70% of the production).
Products analysis :
Tour operators :
8.3. Caribbean products in Italian TO brochures
However there is a variety of scheduled
flights connecting Italy to the destinations
through European and US hubs.
1.
2.
3.
4.
Cruisers
Sailers
Divers
Golfers
The Caribbean is facing increased competition
from the Indian Ocean and Asia-Pacific countries. In the Italian market one should outline
the difference between the
xSea & Sun middle-haul destinations :
Particularly Red Sea, Kenya. Dubai
And the long haul flights/destinations
xIndian Ocean destinations :
Mauritius Island, Maldives, Seychelles
xSouth-East Asia destinations : Thailand,
Indonesia.
8.6. The competitors
•
•
•
•
Specific segments are:
On the contrary there are three main Italian
charter airlines, connecting Milano and
Rome Airports to Cuba, Dominican Republic and Jamaica.
No scheduled flight is currently connecting
Italy to the Caribbean destinations.
Main Italian clientele segments travelling to the Caribbean are:
Couples 25-45 years old
Honeymooners
Young seniors 55-60 years old
Families
8.5. Air connections from Italy
8.4. Clientele segments
xSlight or nonexistent knowledge of some
Caribbean destinations.
xDepending on the destinations, possible
difficulties of the air access
WEAKNESSES
Communicate more on the singularities and complementarities of the Caribbean
destinations.
Develop the multi-niches products.
Position in the up-market segments.
Develop combined products and island hopping offers to discover several islands.
Develop and communicate more on cultural products including heritage, cultural events,
museums, meetings with the locals, art de vivre and gastronomy, guest houses…
Emphasize more on Ecotourism (nature, fauna, flora, parks, …) when promoting the Caribbean
Underline the variety of products of the Caribbean, underlining the difference between the
low cost, all inclusive products and the high end targeted destinations
8.8. Italian market development opportunities
xNo specific health formalities.
xMinor customs formalities
xFavourable exchange rate/Currency.
xIn spite of the potential of the market, limited
xEcotourism and Culture actual offer / poten- marketing representation and actions in Italy :
less than 10 tourist boards in Milan with often
tial
small teams and reduced budgets.
xStrong knowledge of some Caribbean islands.
xStrong lack of promotion except Dominican
Republic and Cuba, plus limited investments
xSafe destinations.
for Bermuda, BVI, USVI, Bahamas.
xWide range of activities and possibility to
offer multi-activities products : diving, hiking,
water sports, golf, culture interests, etc.
xRate competitiveness in relation to their
main competitors.
xCaribbean destinations answer to the Italian tourists expectations : Sun, Sea, Exotic,
Rest and a wide range of activities.
STRENGTHS
8.7. The Strengths and Weaknesses
Marketing actions : Fam. trips, sales calls and visits,
workshops and roadshows, trade tourism fairs, …
ŠItalian TO work mainly with inbound agencies (and
more rarely with accommodation and tourism service
providers directly)
ŠTo work with Italian TO, the industry must propose:
x High-quality and suitable products
x Comfortable but above all charming and authentic
accommodation
x Reasonable rates
x Italian -speaking guides
x Allotments (when working with large or group TO).
Š Contracts with TO are signed in May of the preceding
year for Winter brochures and in October of the preceding year for Summer brochures.
Š Bookings and /or requests should be handled fast
Š Some TO demand a financial participation for the brochure entry
Š All Italian TO work on the basis of written contracts
Š Italian TO are waiting for strong marketing assistance
from the tourism boards (co-branding campaigns and
actions).
1st step :
To cooperate and develop direct business
with tour operators in order to increase
Caribbean’s visibility in Italian brochures
Marketing actions: Training programmes, roadshows, Fam. trips, working with the trade press (PR
programme, ad campaigns…)
Š Posters and window displays are also very well received by TA.
Š Despite the importance of the Internet, it is still recommended that individual or joint brochures and flyers are
produced.
Š The best way to meet TA is to develop partnerships
with TO and to organise joint activities (including gifts
and competitions to win trips!).
Š In Italy, TA play an important role in the consumer’s
final choice : they can influence the decision by advising
them on the destinations they know / prefer.
2nd step :
Trade promotions to increase awareness of
travel agencies and other intermediaries
Marketing actions : Advertisement, PR, consumer
shows, street marketing, co-branding actions, ...
Š Consumer tourism shows are also a good way to
meet directly the consumers. It is strongly advisable to
join a “Caribbean village” to reinforce the impact of your
presence and to be more visible. Producing brochures
in Italian is also advisable
Š Messages must be clear and singular to raise the interest and seduce the targeted audience.
Š Media are the most important sources of information
for holiday planning : a very important part of promoting
a destination is regular public relations and press
activities including : regular releases, press trips, conferences, advertising campaigns, arrangement of TV and
radio travel features, arrangement of “specials” in
consumer printed and online magazines…
Š Be present on the Web !
3rd step :
To reach and to persuade consumers
The key way to maximize visibility and awareness of the Caribbean among consumers for the basic approach on the
Italian market, is to focus on the media, as well as increasing awareness of the destinations among the trade retailers
and incentive wholesalers to push sales to the Caribbean.
9. MARKETING TIPS TO GET THE ITALIAN CLIENTELE
CTO c/o Interface Tourism
Ripa di Porta Ticinese 5
20144 Milano, ITALY
Ph. +39 02 83660917
Fax +39 02 58109856
E-mail :
CTO-Italy
ctony@caribtourism.com
80 Broad Street
32nd Floor
New York, NY 10004, USA
Tel: +1 (212) 635 9530
Fax: +1 (212) 635 9511
E-mail :
CTO-New York
caribe@moonshine.es
CTO c/o Moonshine Marketing
Cardenal Cisneros, 51
28010 Madrid
Tel.: 915401805
Fax: 915421396
E-mail :
CTO-Spain
ctolondon@caribtourism.com
22 The Quadrant,
Richmond
Surrey, ENGLAND TW9 1BP
Tel:+ 44(0)208 948 0057
Fax:+44(0) 208 948 0067
E-mail :
CTO-London
info@inexcom.de
c/o Inex Communications
Postfach 11 51
61123 Nidderau
Tel: +49 6187 900 780
Fax: +49 6187 900 785
E-mail :
CTO-Germany
ctotoronto@caribtourism.com
2 Bloor Street West Suite 2601
Toronto,
Ontario, CANADA M4W 3E2
Tel: +1 416 935 0767
Fax: +1 416 935 0939
E-mail :
CTO-Canada
This document was made by Interface Tourism,
The CTO representative company for France, Italy and Spain - July 2008
caraibes@interfacetourism.com caraibi@interfacetourism.com
CTO c/o Interface Tourism
11 bis rue Blanche
75 009 Paris, FRANCE
Tel: +33 (0)1 53 25 03 50
Fax: +33 (0)1 53 25 11 12
E-mail :
CTO-France
ctobar@caribtourism.com
One Financial Place
Collymore Rock
St. Michael, BARBADOS
Tel: +1 (246) 427 5242
Fax: +1 (246) 429 3065
E-mail :
CTO-Barbados
cto@brouwerbetist.nl
c/o AviaReps BrouwerBetist
Beechavenue 104
1119 PP Schipol-Rijk
Tel: +31 20 654 15 65
Fax: +31 20 623 0151
E-mail :
CTO-Netherlands