Hva forventer og krever de ulike markedene? Georg Hana, reiselivssjef, Innovasjon Norge Tyskland.

1. Hva forventer de
internasjonale gjestene ?
Trysil 7. juni 2012
Georg B. Hana

2. Hva forventer de internasjonale gjestene?
• En ny flyplass gir i seg selv ingen trafikk av betydning,
men manglende transportmuligheter kan hindre trafikk.
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3. Hva forventer de internasjonale gjestene?
• Oppdraget: Foredraget kan i hovedsak omhandle
vintermarkedet, men gjerne inkludere interesser relatert
til sommeraktiviteter for å gi input på hva som kan være
muligheter.
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4. To get inside the consumer’s
mind we need to go deeper
20%Conscious
80% Sub-Conscious
“80% of human behaviour is explained
by
the sub-conscious” arvard Business School:
H
Mind, Body, Behaviour Initiative

5. A framework to guide our thinking about human
needs and motivation
LIBERATION
SHARING
EXPLORATION GOOD
TIMES
People first - all decisions are
made with fundamental
LUXURY TOGETHERNESS
consumer needs at the heart
Precise – granularity of
description opens up those
BROADENING
MY HARMONY
HORIZON needs not yet identified
ROUTINE
Universal – comparison possible
across markets

6. Hva forventer de internasjonale gjestene?
•Hvorfor har Trysil lykkes, også i vinter?
•Leverer «noe» markedet etterspør. Møter behov / ønsker i
markedet.
•Til en pris som er konkurransedyktig.
•Har god tilgjengelighet.
•Er tilstede i markedet (tilrettelagt for salg)
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7. Marketing under pressure
3 strong drivers of change
New technology
Consumer today enables consumers to
are more take control of the
marketing savvy & Consumer
Digi- relationship with the
more self-reliant; Autonomy
THE normalisation brands (e.g. price
they trust more than check app, blogs,
ever on their own EMPOWERED
CONSUMER twitter, etc.)
judgement
Competition is fiercer
Intensified competitive than ever with new retail
landscape formats, online shopping,
global access, etc. giving
the consumer more
choice

8. Segment share
- All destinations – all types of holiday
n: 6239
Total all markets 14 % 15 % 23 % 4% 5% 23 % 1% 15 %
n: 2417
Netherlands 20 % 6% 26 % 2%6% 23 % 0% 18 %
Russia 12 % 21 % 17 % 7% 6% 25 % 2% 9%
n: 1880
Germany 5% 22 % 24 % 6% 5% 21 % 2% 16 % n: 1942
0% 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 %
Liberation Sharing Good Times Togetherness Harmony
Routine Broadening your horizon Luxury Exploration
n = visits abroad

9. Segment volume** – Germany
3%
24%
15%
*5%
*16% *22%
3% *2% *24% 37%
*21% *6%
*5%
15% 0%
3%
Visits in Norway. n = 68
* All travels/all destinations ** Share of overnight stays

10. Ski holiday – Dutch tourists
5W profiling
EMOTIONAL BENEFITS PERSONALITY
•Allows me to share good times with others •Active
•Helps me escape from my hectic daily life •Sociable
•Makes me feel full of energy •Cozy
•Helps me enjoy life to the fullest •Friendly
•Creates precious moments of togetherness •Outgoing
PRODUCT
ACTIVITIES
CHARACTERISTICS
•Alpine skiing/snowboarding
•Has attractive mountain areas •Experience mountains
•Allows me to be physical active •Taste local food and drink
•Is safe •Visit restaurants
•Has friendly people •Observe beauty of nature
•Has beautiful nature
Note: Core items, bold =
differentiating

11. Holiday to experience nature
5W profiling
EMOTIONAL BENEFITS
•Allows me to discover new and interesting places
PERSONALITY
•Helps me escape for my hectic daily life
•Gives me rich experiences •Friendly
•Creates precious moments of togetherness •Relaxed
•Allows me to broaden my horizon •Harmonious
•Peaceful
•Active
PRODUCT
CHARACTERISTICS
ACTIVITIES
•Has beautiful nature
•Has friendly people •Observe beauty of nature
•Has nature that offers opportunities for •Visit the country side
discovery •Taste local food and drink
•Is easy to travel around •Relaxation
•Has interesting sights •Discover local culture and lifestyle
•Has unspoiled nature
Note: Core items, bold =
differentiating

12. Why do people go on a Holiday to
experience nature?
WHY
Nature Nature Nature Nature
Global
(global) (NL) (RU) (GE)
CONCLUSION:
“Exploration” is the dominant segment, “Broadening your horizon” is
the other important segment.

13. The core:
Holidays abroad must always help you
escape from your day to day life!
New and
Escapism interesting Being together
places

14. Norway is the best rated Scandinavian destination in
Germany
Using the scale below,
0% 20% 40% 60% 80% 100%
please rate your overall
Canada 90%
opinion of each country
New Zealand
Scotland
87%
as a holiday destination.
82%
Norway 78%
USA 78%
Scale: 1= Extremely poor,
Spain
10= Excellent. Graph shows
77%
top box share (8-10)
Italy 77%
Sweden 77%
Austria 77% Regional differences on Norway
Denmark 70% 0% 20% 40% 60% 80% 100%
Finland 70%
France 70% Total 78%
Switzerland 69%
North 73%
Greece 69%
Croatia 69% East 88%
Turkey 66%
West 75%
China 60%
South 78%

15. Norway as a travel destination for Germans
5W profiling
WHO WHERE
DEMOGRAPHICS ACCOMODATION
•A bit more male (54%) than female (46%)
0% 10% 20% 30% 40%
•40-49 in age (34%)
•Tourists above 40 years constitutes 60% of the Rented or borrowed … 34%
sample N=68
Hotel (medium… 16%
Hotel (high standard) 15%
WHEN Owned cabin / holiday… 15%
Caravan / camper van 10%
Tent 7%
25%
19%
20% 16% 16% Guest house / Bed &… 4%
15% 13%
9% With friends /… 4%
10% 6% 7%
4% 4% 3%
5% 1% Hostel 3%
0%
0% Hotel (budget) 1%
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Camping cabin 1%
N=68
With family 1%
N=68
Average length of stay: 12 days

16. Germantourists to Norway
5W profiling
HOW
TRAVEL TO DESTINATION TRAVEL AT DESTINATION
Mostly car (56%) followed by •Mostly ferry/boat/cruise (46%), own car
ferry/boat/cruise (49%) and scheduled (43%) and bus(21%)
plane (19%)
N=68 N=68
WITH WHOM ORGANISATION
Spouse/partner 56%
Mostly organized individually (66%),
Friends 29%
also some organized group travel
Children 7-14 years 15% (26%).
Other family/relatives 15%
Children 0-6 years 13%
Alone 9%
Other people 4%
Children 15 years and… 3%
N=68 N=68

17. German tourists
5W profiling
TYPE OF HOLIDAY TYPE OF HOLIDAY
- SUTABILITY OF
Visiting friends and… 16%
Summer holiday/main… 12%
NORWAY AS A
Sightseeing/round trip 12% DESTINATION
Sun and beach holiday 11%
Ski holiday 8%
•Holiday to experience
Hiking holiday 8%
nature scenery and wildlife
Cottage holiday… 8%
Holiday to experience… 6%
(69%)
City trip/city break 6% •Fishing holiday (65%)
Short trips/extended… 4% •Cottage holiday (59%)
Active holiday… 3% •Hiking holiday (58%)
Camping holiday 2% •Backpacking (50%) go abroad
Many people told us that when they
Cruise holiday 2%
on these kinds of holidays, some holiday
Backpacking 1% destinations might be more relevant than
Fishing holiday 1% others. Below you can find a list of kinds of
holidays.
Can you please tick what holiday destinations
are suitable for each of the kinds of holidays.

18. Andelen eldre som reiser øker
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19. Interesse for ulike ferieformer
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20. Hvilken informasjon om ferien leter
tyskerne etter på nett?
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21. Hvilke typer websider besøker de
for å informere seg
Kilde: RA online 11/2010
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22. Bruk av internett
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23. 26

24. Booking
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26. Hva forventer de internasjonale
gjestene?
• Må treffe behov i markedet
• Må være til stede i markedet
• Må være konkurransedyktig på pris
• Må være tilgjengelig
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