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Market Analysis Outlines for TATAP 2013
1. Market Situation/ Market Performance
Inbound to Thailand:
In 2011, 103,563 growth rate from 2010 to 2011 or increased 15.89%
In 2012, 113,613 growth rate is predicted to grow 10%
Expenditure per trip increased by 10.85%
Tourism Receipts increased by 10.9%
Thailand was ranked 8th in the Top 10 Outbound Destinations visited by New Zealanders
during the 12 month period February 2011/February 2012
Inbound to Competitors:
2. Market Trend 2012-2013
Outbound Market Trend 2012-2013:
Short breaks still popular to close by destinations, such as Australia and Pacific Islands. Thailand is a
popular destination according to wholesalers.
Most of Outbound Trend is categorised as following below;
Couples – Leisure/Spa
Families – Leisure/Culture
Backpackers - Leisure/Adventure
New Market Segment Trend 2012-2013:
Potential Groups
Medical
Shopping/Cuisine (Cooking Classes)
Seniors
Family
Travel mainly during School Holidays (Easter through September) – although if price is right
will travel outside these
Looking for mainly beach destinations within Thailand – Phuket is a no.1 beach destination
Need activities and Attractions to keep children amused – Siam Safari, Phuket Fantasea,
Island trips, Safari world, etc
Mainly purchase Packaged deals put together by wholesalers, some internet booking
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Spa
Like to stay in upmarket hotels with good spa facilities
Travel Year round
Normally travel as couples
Like to relax and not be rushed
Big spenders
Will incorporate shopping
Purchase packages and use internet
Honeymoon and Wedding
Currently small market. Has huge potential and currently working with Operators to
increase
Beach Destinations most popular
Traditionally Honeymoon period is Between September and April, whilst marriage overseas
no set pattern
Marriage overseas normally has add on group between 10 and 50 guests
Like to visit tourist attractions
Traditionally have good dollar spend
Golf
Mainly between April and October
Group Travel and FIT Travel
Groups of friends from Golf Clubs
Husband and Wife
2 types of Golf Market – 1st are those who like to have 1 or 2 games whilst on holiday - 2nd
are those who travel to only play golf, normally with group
Non golfing partners do travel and require other options such as shopping, spa, beach
Will visit local attractions on non golfing days
Have good dollar spend and like staying close to Golf resorts/clubs
Mixture of using Tour Operator and organising individually on internet
MICE
Growing market
Normally start organising 18 months to 2 years prior to travel
Can be very demanding with what requirements needed
Travel period varies normally between March and October
Good Dollar spend
Like to visit local attractions as part of day off from meeting or incentive
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3. Market Analysis
(External and Internal Factors/ SWOT Analysis/Marketing Strategies and Projects)
Overall - Outbound travel overall has slowly been increasing. In December 2011 an increase of 6%
over the previous December was showing. This was the highest ever recording for a December and
only the second highest ever. Total trips for December were 218,900.
In January 2012 compared with January 2011:
Visitor arrivals (266,800) were up 1,300. The biggest changes were in arrivals from:
China (up 8,800)
Australia (up 1,500)
Japan (down 3,000)
The United Kingdom (down 4,400).
Overseas trips by New Zealand residents (129,100) were up 11,400. The biggest changes
were in departures to:
Australia (up 3,800)
The United States (up 1,300)
Fiji (up 1,100).
In 2011 saw travel down for various reasons with the major reason being the holding of the Rugby
World Cup in New Zealand.
In February 2012 compared with February 2011:
Visitor arrivals (259,100) were down 9,200. The biggest changes were in arrivals from:
- Australia (up 2,000)
- Hong Kong (down 1,100)
- Japan (down 2,300)
- China (down 2,700)
- The United Kingdom (down 4,200).
Overseas trips by New Zealand residents (116,400) were up 12,900. The biggest changes
were in departures to:
- Australia (up 6,900)
- The United States (up 1,300).
With the NZ Economy looking favorable for the next year it is envisaged that overseas departures
will continue to climb monthly. The table below shows the comparable short term departures Year
Ended February for last 3 years.
*Look Short-Term New Zealand-resident traveler departures figure at Appendix 1 on page 11
To Thailand – In December, Year on Year travelers travel to Thailand have been seen an increase by
approx 8,300 over the same 12 months in 2010. Market size to Thailand is two fold and consists of
those who are visiting Thailand as their final destination and those who utilise Thailand as a stopover
to UK/Europe. This is main reason statistics NZ and Thailand Statistics differ in numbers. What is
telling though is that both set of numbers show a significant increase in visitor arrivals to Thailand
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from NZ, as above table shows from statistics NZ Thailand visitor numbers from NZ were up by
30.1%
Success with Thailand in the NZ market has been mainly to the pro active efforts of the Wholesalers
that TAT Representative office works with and all Wholesalers enjoying selling Thailand. Considering
the limited budgets that we get to assist wholesalers with promotion of Thailand they do a very good
marketing effort in putting packages into the NZ market without a lot of assistance. However with
new direct destinations coming on line such as Bali we are not sure how much longer these free
marketing efforts will continue.
Recently House of Travel a leading retail Brand has published its top 10 destinations and Thailand
featured in this.
External Factors:
Increased non-direct air capacity with the introduction of low cost airlines and competitive
pricing
Online environment – Internet, Smart phones, I-Pads
Social Media – Face book, Twitter
Smart Phone Applications
Internal Factors:
Continued growth is expected
A high NZ dollar, making International travel attractive
Increased household incomes/change in consumption
Aging NZ population – time/money
*32% of NZ population are between age of 40 and 64 with 12% being aged 65+ (Currently
retirement age is 65)
*Source – TRA
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SWOT Analysis:
Strengths and Weaknesses of Thailand in terms of:
Tourism Products:
STRENGTHS WEAKNESSES
Varied selection of Tourism Products Hotels trying to deal direct to consumer
and cutting out wholesalers
Family Friendly Activities
Lack of sufficient budgets for joint
Friendliness of Thai People promotions
All Market segments covered such as Lack of direct access to Thailand (Only 4
Mice, Leisure, Niche Markets -5 direct flights per week depending on
time of year)
Value for Money
Thailand Brand:
STRENGTHS WEAKNESSES
Catchy Slogans i.e. Amazing Thailand, Lack of printed material especially maps
Amazing Value
Bad Press Coverage
Popular Destination
Lack of direct access
All market segments as above
Thai Friendliness
Economic and Political Situation:
STRENGTHS WEAKNESSES
Government seems to be stable Lack of Budgets for promotion of
Thailand
Problems solved quickly
Baht holding good against NZD
OPPORTUNITIES THREATS
NZ has an aging population (baby Terrorist Attacks
boomers)
Bad media coverage of incidents
NZ Economy seems to be holding its own
and business positive outlook Unpredictable disasters
Increased direct Air Further direct air access cut backs
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Market Trend:
OPPORTUNITIES THREATS
Medical Tourism Competitor Marketing
Aging Population - Baby Boomers Bad Media on such things as Medical
coming to retirement years excess Tourism - For and against
income to travel
Lack of direct Air Access
Other niche markets
Worldwide Environment/Competitors:
OPPORTUNITIES THREATS
Closer wholesale relationships for Bali - Air NZ direct access 4 times per
market packaged product week from June
Smart Phone applications on Increased advertising exposure from
destinations within Thailand Pacific Islands - short flights
Increased Direct Air access Cruising - becoming popular vacation
option although last stats show 1% of NZ
User friendly websites sailed
Using more social media such as New Tourism Board openings - India
facebook, twitter etc looking to open NZ office
MARKETING STRATEGIES AND PROJECTS:
For the 2013 year we will be concentrating on the following areas for our Marketing:
Leisure
Niche Markets
Medical Tourism
Honeymoon and Wedding
Golfing Holidays
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4. Product Analysis
Existing Product and New Product
Existing Product :
Stay-put beach packages
Spa Packages
Adventure Travel
New Product
Group Medical Tours
Golf package add-ons i.e “Caddy & Cart”
Island Overnight Cruises
Potential Product
Golfing Packages
Medical Packages
Wedding/Honeymoon
Best Selling Destination in Short and Long Haul
- Long Haul - China
- Short Haul - Australia
5. Tips or Tactic for Private Sectors
Thai Airlines fly ex Auckland directly to Bangkok 5 times a week from July to September it
will change to 4 times a week
Average stay of a Kiwi visitor in Thailand is 7-10 days
The average number of nights stayed
- Bangkok = 1-2 nights
- Phuket, Koh Samui, Krabi = 5-10 nights (a 10-night stay may include 1-2 nights on an
outer Island)
- Chiang Mai 2-3-nights
Kiwis see Thailand as good value for their money once they arrive. They like package
inclusions offering return airport transfers, daily breakfasts, activity classes, spa sessions &
tours. More Kiwis will sightsee their destination if a City or Island tour is included in the
package
Advise our office of Agents Rates & we will pass them on to the industry, An agents personal
experience goes a long way towards a recommendation
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Frequent contact with your Wholesale Partners will encourage on-going recommendation
for your Hotel or Tour Activity year round.
Most popular time for Kiwis to travel to Thailand is during the NZ Winter Season traditionally
May-Sept.
6. Trade Show, Road Show and all list of main tour operator for
selling Thailand
Trade Show and Road Show
TAT Road show
JAWS Plus Road show
PAICE Expo for MICE
The main Wholesalers who sell Thailand are listed as following below;
House of Travel (Leisure)
Go Holidays (Leisure/Group market)
Classic Asia (Up market Accommodation)
Active Asia (Specialist in Adventure Tourism)
Royal Orchid Holidays (Thai Airways)
Infinity Holidays (Flight Centre)
Your Weddings (Wedding Planner/Designer)
Your Travel (Group Tours)
Our Asia (Leisure/Up market)
Stunning Makeovers – (Medical Tourism)
Summary
• NZ’s mainly travel to Thailand during their Autumn/Winter season traditionally May –
September.
• Majority of travel is on packages put together by wholesalers
• Include attractions or specialised activities i.e. spa, massage, cooking class for added value
which is good for family market
• New Zealanders love Thailand and do return for repeat visits
• New Zealanders are not required to obtain a visa when entering Thailand for tourism
purposes and will be permitted to stay in the Kingdom for a period of not exceeding 30 days
on each visit.
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APPENDIX 1
*Short-Term New Zealand-resident traveler departures figure
Short-term New Zealand-resident traveller departures (1)
By country of main destination
February month Year ended February Change from 2011
Month Year
Country of main destination
2010 2011 2012 2010 2011 2012
Number Percent Number Percent
Oceania 67,454 67,454 73,720 1,188,973 1,234,355 1,251,712 6,266 9.3 17,357 1.4
Australia 56,840 56,666 63,540 944,857 978,120 985,042 6,874 12.1 6,922 0.7
Cook Islands 2,407 2,552 2,580 55,882 60,353 66,642 28 1.1 6,289 10.4
Fiji 3,277 3,451 3,220 94,590 97,310 102,282 -231 -6.7 4,972 5.1
New Caledonia 174 232 220 7,006 8,803 8,016 -12 -5.2 -787 -8.9
Samoa 2,494 2,175 2,120 42,230 43,900 42,242 -55 -2.5 -1,658 -3.8
Tonga 696 928 600 16,577 17,014 17,128 -328 -35.3 114 0.7
Vanuatu 348 203 260 11,659 11,360 10,930 57 28.1 -430 -3.8
Asia 14,993 14,210 16,460 255,416 273,358 309,874 2,250 15.8 36,516 13.4
China, People's Republic of 3,538 2,146 2,720 57,510 63,660 69,120 574 26.7 5,460 8.6
Hong Kong (SAR) 783 812 860 17,147 17,258 18,074 48 5.9 816 4.7
India 2,639 2,726 3,220 30,034 31,937 36,396 494 18.1 4,459 14.0
Indonesia 580 464 680 12,753 14,959 17,738 216 46.6 2,779 18.6
Japan 783 1,189 940 19,016 20,902 15,784 -249 -20.9 -5,118 -24.5
Korea, Republic of 609 841 580 13,397 13,873 15,126 -261 -31.0 1,253 9.0
Malaysia 1,131 899 1,180 16,745 18,340 24,600 281 31.3 6,260 34.1
Philippines 406 667 700 10,259 12,729 14,778 33 4.9 2,049 16.1
Singapore 638 696 1,220 14,500 14,563 21,348 524 75.3 6,785 46.6
Taiw an 899 551 640 10,364 11,716 10,672 89 16.2 -1,044 -8.9
Thailand 1,653 1,682 2,220 30,779 28,526 37,114 538 32.0 8,588 30.1
Viet Nam 609 435 600 8,989 10,199 12,390 165 37.9 2,191 21.5
Europe 4,089 3,393 5,000 154,840 167,427 172,884 1,607 47.4 5,457 3.3
France 232 203 300 12,134 13,777 13,702 97 47.8 -75 -0.5
Germany 406 290 540 11,630 12,315 12,042 250 86.2 -273 -2.2
Italy 145 58 100 8,996 10,834 13,062 42 72.4 2,228 20.6
Netherlands 116 116 200 5,588 6,436 6,792 84 72.4 356 5.5
United Kingdom 2,552 2,001 2,640 87,425 92,043 93,584 639 31.9 1,541 1.7
Am ericas 6,119 6,467 7,740 123,759 134,976 141,724 1,273 19.7 6,748 5.0
Canada 899 783 840 18,993 19,231 19,444 57 7.3 213 1.1
United States of America 4,176 4,379 5,660 87,733 99,619 106,918 1,281 29.3 7,299 7.3
Africa and the Middle East 2,030 2,552 1,800 35,237 41,010 36,016 -752 -29.5 -4,994 -12.2
South Africa 870 1,044 760 13,934 16,334 14,724 -284 -27.2 -1,610 -9.9
Not stated 9,280 9,744 11,780 167,666 186,918 208,078 2,036 20.9 21,160 11.3
Total(2) 104,009 103,521 116,391 1,927,319 2,036,718 2,116,909 12,870 12.4 80,191 3.9
1. New Zealand residents departing New Zealand for an absence of less than 12 months.
2. These totals are actual counts and may differ from the sum of individual figures for different countries that are derived from samples.
Note: SAR Special Administrative Region
Source: Statistics New Zealand
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