BTO2017 | TEN - Peter de Wilde - European Travel Commission
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Day TWO BTO2017 | TEN Giovedì 30 novembre SERENDIPITY Hall See Europe as a whole destination http://www.buytourismonline.com Keynote Speaker Peter De Wilde European Travel Commission Moderator Emma Taveri BTO2017 | TEN Talkbacker Aljosa Ota Ente Sloveno del Turismo in Italia
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BTO2017 | TEN - Peter de Wilde - European Travel Commission
- 1. TO BOLDLY GO WHERE DESTINATION EUROPE HAS NEVER GONE BEFORE
- 3. HORIZON 2022 / EUROPEAN TRAVEL COMMISSION 1. We all will benefit from and contribute to a stronger value proposition for Europe. 2. We can not create value for visitors if it does not equally create value for residents. 3. We need to take sustainability seriously as a third-party in every action we do. 4. We are all connected by digital communication: geographical borders lose their relevance on the internet. 5. Members of the European Travel Commission (ETC) that have to reach out to other partners. Conclusion: we are bound for more collaboration and co-creation than ever before A declaration of interdependence HORIZON 2022
- 4. Five road signs Based on existing research, we have detected five indicators that will guide this strategy. WHAT’S THE CHALLENGE ? HORIZON 2022 / EUROPEAN TRAVEL COMMISSION
- 5. The paradox of long-haul WHAT’S THE CHALLENGE ? HORIZON 2022 / EUROPEAN TRAVEL COMMISSION
- 6. Europe’s appeal is too generic WHAT’S THE CHALLENGE ? HORIZON 2022 / EUROPEAN TRAVEL COMMISSION
- 7. The threat of mass tourism WHAT’S THE CHALLENGE ? HORIZON 2022 / EUROPEAN TRAVEL COMMISSION
- 8. Our competitors have more impact WHAT’S THE CHALLENGE ? NTO STOs Total US $164M (100% intl) $847M $1011M Australia $158M (100% intl) $575M $728M Canada $95M (100% intl) $392M $487M Europe* €0.5M €492M €492M (€80M intl) Including States / Countries HORIZON 2022 / EUROPEAN TRAVEL COMMISSION
- 9. The loss of relevance WHAT’S THE CHALLENGE ? HORIZON 2022 / EUROPEAN TRAVEL COMMISSION
- 10. Five strategic objectives Based on the road signs, we have developed five strategic objectives that will guide this new direction. STRATEGIC OBJECTIVES HORIZON 2022 / EUROPEAN TRAVEL COMMISSION
- 11. New marketing approach STRATEGIC OBJECTIVES WHAT Market A Market B Market C Niche/Theme Niche/Theme Niche/Theme Niche/Theme Niche/Theme Europe From vertical to horizontal HORIZON 2022 / EUROPEAN TRAVEL COMMISSION
- 12. Demographic targeting isdead Transition frompredominantly demographic to behavioural andattidudinal. Demographics Age, Gender, Location Psychographics Behaviours, Interests and Attitudes New market segmentation STRATEGIC OBJECTIVES HORIZON 2022 / EUROPEAN TRAVEL COMMISSION
- 13. DNA alignment Transnational Market sizeMaturity Opportunity New passion research STRATEGIC OBJECTIVES Niche Experience
- 14. New partnerships Horizon platform European theme (eg. Art Europe) States Cities Operators Trade Media STRATEGIC OBJECTIVES HORIZON 2022 / EUROPEAN TRAVEL COMMISSION
- 15. THEMES Art Europe ETC NTO DMO Industry Theme Art Europe Niche(s) Niche(s) Experience Clusters Experience Clusters Experience Clusters Experience Clusters Delivery Delivery Delivery Delivery
- 17. HORIZON 2022 / DESTINATION THINK! / EUROPEAN TRAVEL COMMISSION Europe’s horizon 2022 Themes Time Appeal OUR MISSION Brand Europe
- 19. Thank You! Peter De Wilde President, ETC
Notes de l'éditeur
- Europe’s Horizon 2022 – This is the title of our new marketing strategy, and so the title of this presentation. Look at this picture. This is the horizon of Tuscany. Most tourists love horizons. In the next 30 minutes you will see all possible meanings of the word ‘horizon’. Let’s start with the origin of the word ‘horizon’. Like many names it comes from Europe, from the ancient greek, the guys who put European values as ‘polis’ and ‘democracy’ on the map. A horizon is the division between the sky and the earth and orginally refers to ‘dividing spheres’, boundaries, it means limit, divide, separate. And this is somehting we are very good in, in Europe, without wanting to go into politics. We tend to focus rather on our differences than on the things we have in common. We talk about boundaries, seemingly unbridgeable contradictions, economic differences between North and South. If we are to believe the Eurosceptics, nothing good ever comes from Europe; A lot can be said about the disunity of Europe. Yet the same holds true for everything that unite her. Think about the same kind of European values and views we do share if you compare us to other parts in the world. How we think about freedom, art, death, …. We have much more in common than we have in difference. It sometimes depends on which perspective you look from. Did you know that in paintings Chinese have another kind of horizon – eyelevel- than we do? And today we look at Europe from a tourism perspective, an outside Europe tourism perspective, because it is the task of The European Travel Commission to promote Europe outside Europe. Within travel we also tend to focus a lot on what differentiates us from our neighbours. And that is okay, as long as we keep seeing that we also have a lot in common with eachother certainly for people who come from other continents, who have other backgrounds, other horizons, we are much more alike than we recognize ourselves. Did you know that Chinese painters have another horizon in their paintings, - what is called eyelevel- than we do? And therefore we must be able to let go of boundaries and our horizons. A traveler’s interest not often stops at a national border. So, if we as a marketingorganisation are doing a good job, we must start from our visitor’s horizon, let go of our own horizons, think from a European horizon… That is what we did with all your marketing directors in order to get this strategy finalized. Without scaling up our horizon up to the European level, in guidance of a Canadian consultancy agency we would have never got there. And today I have the same question to you, leaders in the tourism industry in Europe, to look with us to the same European horizon, or maybe even more, the global horizon, because the challenges we are facing now are global challenges, and more than ever before can not be handled if we don’t unite and collaborate more. This strategy aims for a responsible growth in tourism and it can only be established if we see and declare our interdepence….. A horizon is a symbol for hope at the end A horizon is a navigation tool roadmap Horizon is also the core of the word horizontal. Horizontal marketing opposes to vertical marketing. Vertical means: siloed / geographical / Doing the same things on different places Horizontal means: integrated / non-geographical but aligned to people’s passion all over the world Change our marketing Horizon stands for a range of interests, passions, skills a person has change our segments
- Explain why we need this strategy: There is an urgency as research has shown –we call them 5 roadsigns, 5 indicators which we will summarize in one of the next slides It’s not only job creation but also in a segment (lower educated) where it is absolutely necesseray We welcome a new era, where the travel industry globally claims its rightful position as one of the fastest growing sectors in the world. Every destination needs to consider the long-term implications of tourism in order to ensure that the right balance is achieved between economic growth, environmental impact and social value. Tourism growth can test the boundaries of the environment and the quality of life for the people who live in popular tourism destinations
- What dependent relationships are we talking about? 1,2,3,4,5. Why do we call it interdependence? Because we have to realize how mutually dependent we are from each other and from evolutions and disruptions in economics, consumer behaviour, technology and globalization.
- Will be explained in the next slides
- We know from research that long haul market share of arrivals in Europe is growing We take this as an starting point and general assumption that long haul travel is important for Destination Europe (etc+3) and is likely to become even more and more important. UNWTO forecast of continues growth in international arrivals, but the reality is that all research sources analysed forecast that Europe will loss market share. There is going to be growth in terms of volume, but we will lose global market share against our competitors (other world regions, specially Asia/Pacif) as they will grow more than we will do. ETC’s vision says that we want to increase market share from long haul markets, so let’s walk our talk
- More worrisome is that Europe seems to have a too generic appeal compared to our competitors (other world regions). All research speaks about the rise of boutique destinations and nice travel, but digital research shows that Europe generates more generic searches than its competitors. Generic implies that we have the most undifferentiated images (paradox) There is no well defined experience associated with Europe as there is with our competitors (Austria-Surfing, Africa-Animal Watching, Asia-Shopping, Americas-Cruises). There in not such thing with Europe. Europe is the most sophisticated and diverse region in the world, but the reality is that we (Europe) are a quite generic brand when it comes to product and experience thinking.
- Digital research indicated that we suffered more from seasonality than our competitors. As a consequence, the threat of mass tourism is bigger than in competing regions, what generates negative sentiments of citizens towards tourism. We tend to focus on newcomers. 63% of searches come from newcomers, what means less retention and loyalty.
- The brand Europe does not have an impact compared to its competitors.
- DMOs face the following challenges: A lack of diversified revenue streams within an unstable political landscape. A lack of understanding of the value of tourism. A changing industry landscape. This may include geopolitical, economic or destination management changes. Destination Europe should face these challenges and led other European DMOs by example. The reputation of the European tourism industry is at stake.
- Will be explained in the next slides
- Going from a focus on geographic (vertical) to a horizontal approach that focusses on interest and behaviours. Horizontal means that the product and experience comes first. They are the main drivers to connect with people’s passions. The passions will be central in the strategy and define our themes to focus on. Horizontal marketing, the reason behind the project name: “Horizon 2022”,
- Passion comes first. Place comes second. Why? Anno 2017, a one-size-fits-all approach to marketing prevents us from creating more value. No geographic market has ever consisted of a single homogeneous target group. As a result, the ETC has an obligation to identify its target groups according to their motivations and interests and engage them separately through themes. This has big implications. You need to analyze in depth travel motivations of a passionate community.
- Shifting towards horizontal marketing means that we need to fully understand a passionate community before overlaying geographic market research. Passion research should draw the portrait of a community and at least be able to answer questions such as: Who travels for this passion? What is the size and economic value? What are the bragging rights and community values? What are the conversational topics? What makes someone influential? Are there different levels of passion? What are the rituals? customs? habits? jargon? slang? How does Europe fit?
- ETC members joined forces for economy of scale. In a globalised world we need to upscale that economic advantage. We will create platforms members can build on and contribute to in a way that fits their own DNA (i.e. the identity of their destination, the product experiences that define them) while becoming open and attractive for new partnerships, under guidance and stewardship from ETC members. Thematic partners can be both tourism partners (cities / regions / development / events / trade / operators / industry) and sector partners (sports / media / heritage / culture / hiking / biking / food / iconic firms). For structural partnerships you need to come up with a framework that distinguishes between different levels of engagement (e.g. premium / strategic / official). The revenue mix should be diversified (e.g. from earmarked (governmental) from general (structural) to specific actions (thematic). For some partners, in-kind contributions could be easier to offer than cash funding. In the planning phase, this should be taken into consideration
- Here you explain what thematic means and how Themes (megalevel) relate to niches (national level) that are crafted on DMO level and help the industry to deliver. Example: Art Europe THEME - ETC Renaissance painting : NICHE – Italy, Flanders, Germany,, The Netherlands, Czech, Spain want to do this Albrecht Dürer – DMO from Bayern and Nürenberg (experience) Industry delivers
- What’s is the core of the mission of ETC ? The ETC was founded on the basis of shared interests. A kind of a same ‘horizon’. It pools these interests and develops services and activities that create economies of scale. This has allowed each member to derive partial benefit from the activities of the ETC. With this strategy we are able to generate overall benefit from one part and -by doing this- start the contribution towards a whole (Europe). This is more valuable for everyone. And it is the logical next step in this new era of destination marketing. If we keep on ding siloed actions per geographical market with a small budget we won’t have a growth in awareness which is so necessary for Europe as a whole so that we have a spillover effect and manage the tourism stream. Thematic approach combined with a thorough platform and partnerships wil lever the awareness of the European brand and make stronger and more specific brand associations. Themse should lead to a cumulative effect.
- MAKE AN IMPACT ON THE LONG HAUL MARKETS If Destination Canada can, we can If Tourism Australia can, we can