2015 Wine Tourism performance survey from Great Wine Capitals Global Network.

1. eatwinecapitals.com
MARKET SURVEY
2015 EDITION
www.gre
Bilbao │ Rioja ● Bordeaux ● Cape Town │ Cape Winelands ● Mainz │ Rheinhessen
Mendoza ● Porto ● San Francisco │ Napa Valley ● Valparaiso │ Casablanca Valley
WineWine TourismTourism Trends in BordeauxTrends in Bordeaux
comparedcompared toto otherother GreatGreat WineWine CapitalsCapitals
Presented by Dr. Christophe Faugère -- Kedge Business School

2. The GWCGN SURVEYThe GWCGN SURVEY
• This is the 3rd installment of survey
Long running goal: Study how performance is
correlated with investments in tourism, products
and services offered, marketing strategies as well
as external factors (e.g. regional capital) in order
to develop Best Business Practices benchmarks
for the GWCGN wine tourism businessfor the GWCGN wine tourism business.
This presentation highlights trends over past 3 years with a special focus on how
activities such as Connecting, Arts & Table are showcased in GWCs. We contrast
Bordeaux and the other GWCs.
Stay tuned for the exhaustive analysis of performance to be presented in November
2015…

3. Great Wine Capitals SampleGreat Wine Capitals Sample
Capital 2015
Bordeaux 119
Mainz-
Rheinhessen
33
Valparaiso –
Casablanca
Valley
7
Cape Town 8
Bilbao- Rioja 4
Porto 35
Mendoza 9
San Francisco-
Napa
5
Total 220
3

4. Where will you be in 5 years?Where will you be in 5 years?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Alternate source of income
WT Rev larger prop of TR
Onsite WT will reach capacity
WT in Region will increase
Bordeaux 2013
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Alternate source of income
WT Rev larger prop of TR
Onsite WT will reach capacity
WT in Region will increase
Other GWCs 2013
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Totally Disagree Disagree Neither Agree Totally Agree
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Alternate source of income
WT Rev larger prop of TR
Onsite WT will reach capacity
WT in Region will increase
Bordeaux 2015
Totally Disagree Disagree Neither Agree Totally Agree
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Totally Disagree Disagree Neither Agree Totally Agree
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Alternate source of income
WT Rev larger prop of TR
Onsite WT will reach capacity
WT in Region will increase
Other GWCs 2015
Totally Disagree Disagree Neither Agree Totally Agree

5. FeaturetteFeaturette

6. WTWT ActivitiesActivities OfferedOffered 2013 vs.20152013 vs.2015
40%
50%
60%
70%
Gastronomy Spa therapy Lodging Entertainment Arts exhibits Cross-selling
0%
10%
20%
30%
2013 2015 2013 2015
Bordeaux Other GWCs

7. FeaturetteFeaturette

8. Types ofTypes of InvestmentsInvestments 20122012--20152015
50%
60%
70%
80%
90% Infrastructure Training Improvement Events
0%
10%
20%
30%
40%
2012 2013 2015 2012 2013 2015
Bordeaux Other GWCs

9. Top 3 Sources of Profits 2013 vs. 2015Top 3 Sources of Profits 2013 vs. 2015
30%
40%
50%
60%
70%
0%
10%
20%
2013 2015 2013 2015
Bordeaux Other GWCs

10. FeaturetteFeaturette

11. EvolutionEvolution ofof DemographicsDemographics
30%
35%
40%
45%
50%
Women Less than 35 Foreigners
0%
5%
10%
15%
20%
25%
Bordeaux Other GWCs

12. Online Tools 2013 vs.2015Online Tools 2013 vs.2015
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Bordeaux Other GWCs

13. FeaturetteFeaturette

14. 10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
MostMost ImpactfulImpactful FactorsFactors: Bordeaux: Bordeaux
0%
10%
Totally Negative Negative Neutral Positive Totally Positive

15. 10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
MostMost ImpactfulImpactful FactorsFactors:: OtherOther GWCsGWCs
0%
10%
Totally Negative Negative Neutral Positive Totally Positive

16. FeaturetteFeaturette

17. Other GWCs….Other GWCs…. “A Wine of Life”“A Wine of Life”
Use cooperation approach with other businesses
and wineries.
Emphasize holistic experience
Stay in relationship with clients using digital tools
The Future? Relational marketing methods.
Highlighting and enhancing authentic experience
in the business practices.

18. Bordeaux…Bordeaux… “A Wine of“A Wine of Art”Art”
Emphasize sophisticated wine experience
Combine wine and arts
Beginning to focus on connecting as a key factor
The Future? Holistic experiences (food, lodging,
wellness) turned towards younger, hipster and
female business clientele

19. TO BE CONTINUED …TO BE CONTINUED …
DiscoverDiscover the full reportthe full report
of theof the surveysurvey inin NovemberNovember
duringduring thethe
http://agmbilbaorioja2015.com
ANNUAL GENERAL MEETING | BILBAO – RIOJA
8 - 12 November 2015