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Market Briefing for UK & Ireland Market

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Market Briefing for UK & Ireland Market Market Briefing for TATAP 2013 1 * * * * * * * * * * * * * * * * * * * * * Market Situation Market Performance to Thailand ... – PowerPoint PPT presentation

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Title: Market Briefing for UK & Ireland Market


1
Market BriefingforUK Ireland Market
Market Briefing for TATAP 2013
1
2
Market Situation
  • Market Performance to Thailand

UK visitor arrivals 1 up on 2011
Market Briefing for TATAP 2013
2
3
Market Situation
  • Market Performance to Thailand

Ireland visitor arrivals 2.37 up on 2011
Market Briefing for TATAP 2013
2
4
Market situation competitors
Australia performance in the first quarter of
2012 was good considering the strong Aussie
dollar which has increased by 40 in the last 3
years. Unlike Thailand, UK visitor arrivals to
Australia are driven heavily by the Visit Friends
and Relatives (VFR) market. Tourism Australia
continues to invest heavily in the UK market
outspending any other long haul tourist board by
at least 21. April figures just in show a drop
of 29 which reflects Thailands performance but
this must been seen in combination with March as
Easter moved months. New Zealand is really
struggling with many of the problems experienced
by Australia but without the large marketing
budgets of Tourism Australia or the major airline
capacity particular driven by the Middle East
carriers.
3
5
Market Trend 2012 - 2013
  • Economical Difficulties
  • The UK and EU financial situation will continue
    to have a negative impact on consumer spending as
    a result of severe austerity measures, increase
    livings costs, less disposable income and an
    increase in taxes (APD, ETS, VAT etc.)
  • Budget Luxury Travel
  • Budget travel is on the rise. Luxury travel is
    set to do well in 2012-13 as many consumers
    arent necessarily looking for the cheapest
    holidays but those that offer the best value.
    Mid-market expected to suffer. All Inclusive
    packages are appealing to budget conscious
    holidaymakers.
  • Authentic Specialist Holidays
  • With value for money remaining a key trend many
    consumers are increasingly seeking holidays that
    offer a more authentic or specialist
    experience.
  • Popular Destinations
  • France, Italy, Greece, USA (Florida), Spain,
    Jordan, Colombia and Iceland
  • In Asia, Vietnam, Sri Lanka (host country for
    Cricket Championships), Japan (post disaster
  • recovery) and Burma are all destinations to
    watch.

Market Briefing for TATAP 2013
4
6
Market Trend 2012 - 2013
  • Age Groups
  • The over 55s, or Baby Boomers, look set to
    enjoy lots of travel in 2012 as the group least
    prepared to give up their holidays in times of
    economic difficulty. Holidays continue to be
    popular with the backpacker brigade gap
    years. Those aged between 35 and 54 took the
    fewest number of holidays in 2011, suggesting
    that it is cash-strapped families who have been
    the hardest hit by current economic conditions.
  • Online Vs. High Street
  • 2012 looks set to be an interesting year with
    changes afoot on the high street (more shops
    closing but some brands adding new concept
    interactive travel stores) and an explosion in
  • mobile booking apps and interactive tools for
    mobile technology.
  • Late Bookings
  • Travel companies are expecting consumers to
    leave it late to book in 2012, like 2011, as they
    cautiously wait and see what happens to the job
    market, exchange rates and the economy. However,
    in reality, many of the best deals are still to
    be found for those who book in advance just after
    Christmas (Jan/Feb)..
  • Sustainable Tourism
  • Consumer awareness of the environmental impact
    of their holidays continues to rise in 2012 as 1
    in 3 holidaymakers now believes that holidays
    should have an environmental rating. APD ETS
  • taxes plus arrival of Dreamliner only heighten
    the issues of responsible travel.

7
Market Behaviour
  • Scheduled markets, no Charters until 2013
  • Major late booking trend often travelling within
    a month of booking
  • UK market strong in off-peak season of May and
    June
  • Strong food and beverage spend in hotel
  • Allocations and real time availability
    increasingly important

Market Briefing for TATAP 2013
6
8
Market Analysis Internal Factors
The Reputation and Positioning of Thailand
Thailand continues to be a popular destination
with UK and Ireland visitors. With the exception
of one recent incident in Phuket. Thailand has
not been in the UK news since the floods back in
November. This has led to consistent booking and
traveled figures since the beginning of the
year. Behaviour and Travel Pattern In both the
UK and Ireland January is the largest booking
month of the year with September the second
biggest and including a larger element of early
bookers. Both markets have in recent years become
late booking markets with 40-50 percent of
passengers travelling within a month of
booking Marketing Tour Operators will often
approach hotels for brochure or marketing
contributions. These contributions can be in the
form of barter deals or cash contributions. With
any new tour operator or one which the hotel does
not have a trading history it is recommended to
only use barter deals. Seasonality UK visitors
travel to Thailand 12 months of the year and
therefore it is one of the best markets for
targeting off-peak season business, particularly
in May and June. May 2012 attracted 16 of the
total UK visitors from the first five months of
the year with over 60,000 arrivals.
Market Briefing for TATAP 2013
7
9
Market Analysis External Factors
Political Next general election in 2015. UK
government stable. Scotland National Party
pushing for Scottish Independence Economics
Gross Domestic Product (GDP) fell by 0.3,
confirming that Britain is in recession. Output
from production industries fell by 0.5,
manufacturing by 0.3. Queens Diamond Jubilee
helped retail sales rise at their fastest pace
for 18 months. UK Unemployment fell by 51,000 to
2.61 million, jobless rate now 8.2. Consumer
Prices Index (CPI) fell to 2.8 in May, its
lowest level for 2 1/2 years. Interest Rates
remain at record low level of 0.5. House Prices
same since start of 2012 and shows UK little sign
of picking up. Eurozone financial the single most
important - 60 of UK trade is with Eurozone. UK
APD is the highest tax in the World. EU emissions
tax is also being introduced Social-Cultural
Over 1/3 of the UK population is now over 50
years old. The percentage of females visiting low
at around 35. Families continue to be a key
target but UK APD tax remains a major
barrier Technology Facebook and Twitter to
grow, moving quickly to develop a more commercial
model allowing companies to access highly
targeted groups of customers
Market Briefing for TATAP 2013
7
10
Product Analysis for Thailand
  • Existing Product

New Product
  • Wedding Honeymoon
  • Alternative / Green Tourism
  • Golf
  • Spa
  • Diving
  • Luxury
  • Student
  • Family
  • Muay Thai
  • Birdwatching
  • Wellness Medical Tourism
  • Food Wine Cooking

Market Briefing for TATAP 2013
8
11
Best Selling Destinations worldwide
9
12
Best Case - Thailand Reunited
Flagship Project Thailand Reunited TAT UKs
Social Media campaign to raise awareness of
Facebook page Entirely hosted on Facebook Aimed
at UK and Irish consumers Raise awareness of
Thailand as an amazing holiday destination Increas
e Likes and engagement with consumers Stories,
videos and photographs posted by people who
have experienced a holiday in Thailand (repeat
market) Inspire and educate travellers (1st
timers) Results! Launched at the end of January
2012 Number of Likes have increased from 1,204 to
over 5,369 Average reach of over half a million
Facebook users each week 400 people are talking
about the page on a regular basis
Market Briefing for TATAP 2013
10
13
Best Case - Thailand Reunited
10
14
Just a few of the (100) stories uploaded by fans
to date
Market Briefing for TATAP 2013
10
15
Thailand Reunited Competitions
  • Each month we run a new competition to
    incentivize Likes (via advertising) and offer our
    Fans something special to keep them returning to
    the page regularly with chances to win. To date
    we have given away Thai restaurant vouchers,
    consumer holiday show and Muay Thai Championship
    Final tickets, spa products. Coming up soon is a
    PADI course, Thai cooking classes and Thai Taste
    food hampers plus cameras and bikinis!
  • Entries into Thai restaurant competition 919

Wedding Honeymoon Competition (runs from Feb -
July) For each of our niche markets we run a
larger prize such as a romantic holiday to
Thailand via a tour operator partner, Turquoise
Holidays. Over 600 entries to date with more
advertising to come until July.
Market Briefing for TATAP 2013
10
16
Facebook Advertising (Feb / March)
Thailand Reunited On-line Advertising Campaign 2,0
42 clicks 686 Likes. Adverts seen by 775,490
people Click through rate of 35 Best
Performing Advert Thailand Reunited creative
Adverts seen by 261,660 Targeting over 477,000
people Wedding and Honeymoon Advert 1,285 clicks
80 Likes. Adverts seen by 1,117,719 people
10
17
Promoting Niche Markets
Series of niche market boxes - wedding
honeymoon - go green - adventure - diving -
Spa - Muay Thai Link to information pages with
the Top 10 Things To Do for that market. We
want to provide easy to digest, quick reference
information on Facebook with links back to our
website www.tourismthailand.co.uk as a more
detailed resource or to tour operators websites
to help drive sales.
Market Briefing for TATAP 2013
10
18
Digital Marketing NEW HD Promotional Videos
26 brand new HD videos uploaded to new Thailand
Reunited You Tube channel. Promoted at You Tube,
our website, social media channels and by our
partners Available for trade and media to use in
the positive promotion. New digital content will
improve our SEO Sets TAT apart from other NGOs
with quality of resources available to
partners You Tube launched on 1st May with
aMAYzing Movie Month (over 4,000 views to
date) Deal secured with national newspaper The
Sun to launch the videos
Market Briefing for TATAP 2013
10
19
The collaboration for achieved goal in 2013
  • How can you help TAT London to help you?
  • Keep us up to date with news, facts and offers as
    we are always looking for interesting and fun
    content to include on our social media channels
    such as Facebook, Twitter and on Bloggs.
  • Agent Familiarisation Trips
  • Provide rooms, meals or activities for TAT
    Londons 4-5 agent fam trips a year
  • Media Trips
  • Provide rooms, meals or activities for TAT
    Londons programme of 50 journalists a year
  • Trade Roadshows
  • Join one or more of our Friends of Thailand Club
    Roadshows throughout the UK in 2012/13
  • Prizes for Trade and Consumer Promotions
  • Provide room nights for TAT Londons large number
    of promotions throughout 2012/13

Market Briefing for TATAP 2013
11
20
Tips or Tactics for Private Sector
  • BAR Rates
  • On-line tour operators work on a simple concept
    of best available rate or BAR rates. Working
    with this distribution is all about connectivity
    and availability.
  • Packaging
  • Packages combining room rates with food and
    beverage, excursion or spa treatments or
    packaging two or more hotels can create
    exclusive packages for each tour operator
    without necessarily diluting individual room
    rates. Bonus or free nights in promoting the off
    peak season continue to be very popular in the UK
    and Ireland markets.
  • The Importance of the Brochure Launch
  • Even tour operators who still have printed
    brochures can feature new non-brochured product
    on their websites. The holiday brochure
    continues to be less important with many tour
    operators only including from prices and some
    with no pricing at all.
  • Social Media
  • Keep tour operators up to date with news, facts
    and offers as they are always looking for
    interesting and fun content to include on their
    social media channels such as Facebook, Twitter
    and on Bloggs.

12
21
Trade Roadshow in Market
  • Friends of Thailand Club Roadshow
  • February - September 2013
  • Workshop evenings from 1800-2200
  • 20 exhibitors
  • 40-60 sales staff per evening
  • Venues are Thai Restaurant where possible
  • Thai food, Thai beer and a Thai massage
  • Prize draw for fam trip place
  • 75 per exhibitor per city

Market Briefing for TATAP 2013
12
22
Trade Roadshow in Market
  • Friends of Thailand Club Roadshow
  • February - September 2013
  • Brighton and Bournemouth
  • Guildford and Crawley
  • Norwich and Ipswich
  • Birmingham and Oxford 
  • Aberdeen and Glasgow 
  • Jersey and Guernsey 
  • Bolton and Liverpool

Market Briefing for TATAP 2013
12
23
Consumer Shows in Market
  • The Outdoors Show, Excel 12 - 15 January
  • The Holiday World Show, Dublin 27 - 29 January
  • Destinations The Holiday Travel Show, Earl
    Court 2 - 5 February
  • National Luxury Lifestyle Awards (celebrity
    PR) 17th March
  • Songkran Festival, London 12th April
  • Gardening Scotland (national flower show) 1st
    3rd June
  • Taste of Thailand at Taste of London 21st
    24th June
  • Taste of Thailand, Taste of Dublin 14th 17th
    June
  • Miss Beach Beauty, sponsored round in Miss
    England 6th June
  • Women 1st Conference Shine Awards
    (sponsor) 19th June
  • Miss England National Finals (sponsor) 26th June
  • Leicester City FC Family Days Summer
  • Muay Thai Championships Summer
  • World of Wellbeing (Spa, Health Wellness
    show) October
  • World Travel Market, ExCel November
  • Regional summer festivals in Portsmouth,
    Bournemouth, Warwick, London (Wimbledon,
  • Chiswick, Ealing Common), Kent (Welling,
    Canterbury) Swansea, Bristol

Market Briefing for TATAP 2013
14
24
List of main agent / tour operator
  • Top 5
  • Trailfinders
  • Tui (Hayes and Jarvis/Thomsons)
  • Thomas Cook (including Gold Medal)
  • Stella Travel Services (Travelbag/Travel 2)
  • Kuoni
  • Other Key Partners
  • Premier Holidays
  • Destinology
  • Turquoise Holidays
  • Best at Travel
  • STA Travel

Market Briefing for TATAP 2013
15
25
Market Briefing for TATAP 2013
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