TT Italy – Strategic Marketing Plan 05-07 ______________________________________________________________________________
Strategic Marketing Plan 2005-2007
MARKET Executive summary 1 Market presentation
1.1 Marketplace situation
1.1.1 Economic environment Italy has been affected by the recession which has reached all the Euro countries. Italy has registered economical level a little bit worse compared to the media in Europe. The main economical observatories indicate the start of a recovery starting from 2005. Italian’s GDP Inflation* Unemployment 2003 0,3% 2,7% 8,4%* 2004 1.3% 2,2% 8,3% 2005 1,5% 2,1% 8,2% 2006 2% n.a n.a
Sources: ISAE January 2005,k ISTAT, Dec. 2004 1.1.2 Political environment The centre-right coalition led by Silvio Berlusconi, who wan the election in 2001, will be governing the country up to next political election envisioned for 2006. The changes in the election law, that brought Italy to have a mix of majority and proportional election system, has entitled government to have a good stability never experienced in the past. There will be 2 major political appointments in the next few year the first being the regional and administrative election on next spring 2005 and the political on spring 2006, to elect a new government.
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TT Italy – Strategic Marketing Plan 05-07 ______________________________________________________________________________ 1.1.3 Demographic trends Population : 57.888.245 Resident strangers: 1.300.000 Families: 22.800.000 ( 2,6 members media) Population growth rate: 567.175 (+ 0.7% on 2002)
Source: ISTAT
1.2 Tourism trends
1.2.1 Tourism key figures • 2004 has registered a general stop in the outgoing market after 2 years of positive results • 2004 long haul passengers contraction (-1%) is a positive results considering the contraction of Italian passengers travelling to\ foreign countries (-19%) • Also the number of nights register a different decrease: Long haul - 8%, in general -14%
Source UIC January 2005
Italian Travellers – Long Haul - Pax number
Total USA, Africa but for North, Asia, Oceania Values % growth on previous year Jan/Oct. Jan./Oct. 2000 2001 2002 2003 2003 2004 3.652.000 3.316.000 3.756.000 3.968.000 3.401.000 3.352.000 -9% 13% 6% -1%
Italian Travellers – Long Haul - Overnights data Total USA, Africa but for Jan/Oct. Jan./Oct. 2000 2001 2002 2003 North, Asia, Oceania 2003 2004 Values 65.212.000 58.237.000 65.090.000 69.827.000 60.324.000 55.744.000 % growth on previous year -11% 12% 7% -8%
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TT Italy – Strategic Marketing Plan 05-07 ______________________________________________________________________________ 1.2.2 Travel trends • Extension of the main holiday length (at least two weeks in summer period) • Winter travellers belong to higher social level than summer ones: they have a higher income but they are more exigent in terms of holiday expectations. As a consequence they will prefer long haul destinations to medium haul ones. Average trip in this period last 7 days. • Loyalty to already known destinations • Growing attitude to travel abroad, to countries perceived as more convenient than Italy (same price, higher level of accommodation) • The Dynamic Packaging trend is expected to increase up to 20% by 2008: consumers will be able to ”build up” their trips in the Internet by putting together different products and services according to their needs • Last minute booking is still an increasing phenomena
Sources: Trademark Italy and Sociometrica Research 2004, Ciset 2004, FIAVET 2004, Confturismo, Guida Viaggi, Nov. 2004, BIZ Travel Forum, Nov. 2004
INTERNET 1. Internet Overview: • There have been about 23 million Internet surfers in Italy in year 2003 (+9% vs. 2002). This number is likely to increase in the next few years, reaching quota 34 million in year 2007 and covering the 58,8% of the whole Italian population. In almost a year (Sept. 2003 – Oct. 2004) there have been 3 mio new surfers in our country (+21%) spending an average of 10 hours in the net (+16%). • The e-Commerce market in Italy has totalled 1.950 mio Euro in 2004 (+68% on 2003). Tourism weight for 39% (+140% on 2003) 2. Internet Surfer Profile: • Aged between 14-24 (57,7%) and 25-34 (48,9%) • Surf mainly from home (20,9%) • Medium-high economical level (46%) • Medium-high education (qualified 47,8%, graduated 36,9%) • Living in Northern Italy (about 60%)
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TT Italy – Strategic Marketing Plan 05-07 ______________________________________________________________________________ 3. Online Tourism: • In Italy there 65 companies selling tourism products and services in the Internet. This competitive field is particularly made of online travel agencies and of companies specialised in transports • Lastminute.com, Expedia.it, Venere.com (Hotels), Volareweb.com and Trenitalia.it are among the eCommerce top Italian players Online agencies mainly sell airlines tickets, hotels room, TO packages, cruising or combined services air + hotels
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Sources: EITO 2004 Report, CNEL with EURISKO – 2004; Nielsen Net Ratings, Dec. 2004
Top Italian Tour Operators and Travel Agencies Networks Tour Operators Alpitour Group (Alpitour Italia, I Viaggi dell’ Elefante**, Francorosso, Viaggidea**) Costa Crociere Ventaglio Group (I Viaggi del Ventaglio, Caleidoscopio**, Columbus, Utat) Teorema Tour** Hotelplan-Turisanda** Valtur Kuoni Gastaldi** Eurotravel Boscolo Tours I Grandi Viaggi** Eden Viaggi
*2002 figures (2003 not available) **Note: featuring “Tahiti and Her Islands” Source: TTG Italia, Guida Viaggi, Il Sole 24 Ore
Revenue (mio Euro) 932,8 786,0 693,3 242,0 157,5 151,0 145,0 * 129,0 * 90,0 88,3 91,9*
Pax 1 703 000* n.a. 3 376 963*
200 000 * 180 000 320 000 * 320 000 * 222 000 * 90 000 * 255 000 *
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TT Italy – Strategic Marketing Plan 05-07 ______________________________________________________________________________ Top Italian networks of travel agencies Networks Giramondo Travel Company Cisalpina Tours Itn Holding BluVacanze Marsupio Group Buon Viaggio Amavet Uniglobe Le Marmotte Noi Le vacanze Domina Network Freenet Frigerio Viaggi
Source: Trend Magazine, February 2004
Revenue 2003 (mio Euro) 671,0 400,0 357,2 305,0 260,0 248,0 230,0 141,0 130,0 105,6 95,0 27,0 n.a. n.a.
Number of P.o.s. 601 264 165 219 285 158 270 94 76 111 60 41 136 33
Top Italian online agencies Company Edreams Lastminutetour Travelonline Eviaggi.com Travelprice Lastminute.com Expedia Visitors (year) 7.300.000 7.000.000 6.935.000 1.848.000 n.a. n.a. n.a.
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TT Italy – Strategic Marketing Plan 05-07 ______________________________________________________________________________
1.3 Competitive destination review
1.3.1 Competitive destinations
Offer Analysis: As sample we used the “Emozioni” catalogue by Kuoni Gastaldi offering top level destinations. Package includes: Economy class flight– accommodation in suite – top hotels (*****) – peak seasons for italian travellers Christmas time Destination Fiji Caribbean Islands (Anguilla)
Maldives Mauritius Seychelles
Resort Turchese Incantati Cap Juluca
Soneva Gili Resort & Spa Le Prince Maurice Banyan Treee
Days/Nights 11/7 9/7
9/7 8/6 8/6
Price Package from Euro 6.410 p/p b/b From Euro 4.933 p/p b/b
from Euro 5.950 p/p b/b From Euro 8.275 p/p b/b From Euro 6.800 p/p b/b Price Package From Euro 4.190 p/p b/b
Destination Tahiti and Her Islands
Resort Taha’a Private Island & Spa
Days/Nights 11/8
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TT Italy – Strategic Marketing Plan 05-07 ______________________________________________________________________________ July/August
Destination Fiji Caribbean Islands (Anguilla) Maldives Mauritius Seychelles Resort Turchese Incantati Cap Juluca Soneva Gili Resort & Spa Le Prince Maurice Banyan Treee 9/7 8/6 8/6 Days/Nights 11/7 9/7 Price Package from Euro 6.410 p/p b/b From Euro 2.764 p/p b/b from Euro 3.750 p/p b/b From Euro 2.260 p/p b/b From Euro 6.800 p/p b/b
Destination Tahiti and Her Islands
Resort Taha’a Private Island & Spa
Days/Nights 11/8
Price Package From Euro 4.780 p/p b/b
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TT Italy – Strategic Marketing Plan 05-07 ______________________________________________________________________________ 1.3.2 Characteristics of the main competitors
Pax 2004 n.a. Accomodat Flight Time ion conne differenc ction e Important Not +12 accommoda direct tion level flights disparity Positioning Strengths Sea sun sand at it’s best Unique natural assets Exotic and untouched Weaknesses
Destination Pax 2003 Fiji 1.836
Maldives
Mauritius
140.000 135.000 Wide range of accommoda tion, all inclusive offer 34.803 37.308 Wide range of accommoda tion . Very high average quality of services 17.778 14.330
Charte +4 r direct flights Direct +3 flights
Seychelles
Differentiat Direct +3 e product flights offer, poor quality of service Pervasive No -5 quality in direct each level flights of accommoda tion
Anguilla
1.757
n.a.
Long distance, relevant time zone difference, expensive, not all products are suitable for Italian market Nature, Direct flights, all Offer limited to escape inclusive sea, sun, sand from packages, strong Strongly affected civilization. involvement of by tsunami Diving Italian operators paradise Idyllic Direct flights, Expensive, winter limited time quality of the sea getaway. zone difference, not always Rich in perceived as responding to cultural and exclusive, top expectation natural service, good beauty. value for money Luxury accommod ation Nature, Direct flights, Seasonality, price icons, easy wild nature, quality ratio not to reach immaculate always satisfying beaches of powder-soft, white sands An Unspoiled, Important exclusive relaxing and up- competition paradise of market among Caribbean tranquillity destination, a islands, not well of wrapped relaxing place positionned, few in blue for "happy few" structures with secluded availability, atmosphere and seasonality high standard of services
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TT Italy – Strategic Marketing Plan 05-07 ______________________________________________________________________________ 1.3.3 Comparative analysis
Promotion on the market analysis:
Tourism Board in Italy Not represented Not represented Web site No italian website, Consumer, trade section, advertising banner No italian dedicated website, dedicated consumer section , trade section, VPO (press release, news and events), advertising banner Italian website, dedicated consumer section, VPO Trade section , Press section Italian website under construction, dedicated consumer section advertising banner No italian website, dedicated consumer section, advertising banner Exhibitions Advertising Bit Bit – TTG No investments No investments Others activities All promotions/actions undertaken by TOs Strong commitment of TO in the promotion of the destination
Destinations Fiji Maldives
Mauritius
Represented pr office
Bit – TTG – Investments: BMT – radio+web Conde Nast Bit – TTG No investments
Promotions in cooperation with TOs and industry partners Promotions in cooperation with TOs Off line training for TA.s Anguilla roadshow in cooperation with T.OS and industry partners
Seychelles
Represented pr office
Anguilla
Represented pr office
Bit -TTG
No Investments
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TT Italy – Strategic Marketing Plan 05-07 ______________________________________________________________________________
1.4 Tahiti and her islands
1.4.1 Tourism key figures • More than 10.000 pax in 2004 (estimate based on Jan-Oct data) +11% • 14,8 days is the average length of stay* • 4.800 Euro in the average expenditure per pax* • • • 65 Tour Operators featuring the destination 504 Travel Agents completed the online training, from 395 Travel agencies 6 Tiare agents
* data from the Tiare bookings registered online which represents the 4% of the total pax
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TT Italy – Strategic Marketing Plan 05-07 ______________________________________________________________________________ 1.4.2
9000 8000 7000 6000 5000 4000 3000 2000 1000 0 2 & 3 quarter 1 & 4 quarter 1996 1997 1998 1999 2001 2002 2003 2004
Seasonality
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65% of Italian’s pax are concentrated between June and September. This concentration is defined by the opportunity of having 2 or 3 weeks of consecutive holidays and reinforced by the fact that traditionally June and September are the most favourite period for the honeymoons New opportunity to strengthen NovemberMarch season is given by the NY + Tahiti package (as alternative to the Caribbean Area)
Arrivals from Italy January February March April May June July August September October November December TOTAL 1996 1997 1998 1999 241 391 470 470 173 380 505 542 134 341 387 347 137 342 370 539 188 378 779 712 360 714 866 1.005 638 955 1.336 1.657 1.114 1.600 2.162 2.131 670 918 1.282 1.553 430 710 1.040 1.103 238 387 376 320 433 472 620 590 4.756 7.588 10.193 10.969 2001 348 385 385 405 865 1.202 1.343 2.119 1.143 705 193 252 9.345 2002 248 309 249 443 576 995 1.337 1.860 1.223 857 284 472 8.853 2003 2004 256 318 250 280 273 262 438 389 630 801 1.028 1.429 1.287 1.433 1.826 2.030 1.432 1.606 918 936 318 * 302 557 * 485 9.213 10.271
*Estimate based on the average of the previous years.
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TT Italy – Strategic Marketing Plan 05-07 ______________________________________________________________________________ 1.4.3 Consumer profile
Consumer Profile (2004 Data from telephone and web info service) SEX AGE Male Female 25 to 40 years old 40 to 60 years old less than 25 years old over 60 years old July-August-September April-May-June October-NovemberDecember January-February-March Hotel Superior category Petite Hotellerie Hotel Touristic category All inclusive Village 10 to 15 days more than 15 days less than 10 days Holidays Honeymoon Congress and Incentives Sea 57 % Culture Nature 17 % Sailing Diving 9% Other Couples Families Individuals Groups Tour Operator/Travel Agency Independent traveller Once Twice More than two visits Tahiti 23 % Raiatea Bora Bora 23 % Fakarava Moorea 16 % Tikehau Rangiroa 13 % Tetiarora Huahine 6% Others 52 % 48 % 74 % 19 % 5% 2% 42 % 31 % 15 % 13 % 21 % 25 % 37 % 17 % 60 % 26 % 14 % 70 % 29 % 1% 6% 3% 8% 71 % 12 % 11 % 6% 55 % 45 % 90 % 7% 3% 4% 3% 3% 3% 6%
PERIOD
ACCOMODATION
STAY PURPOSE INTEREST TRAVEL (WITH)
ORGANISATION NUMBER OF VISITS KNOWLEDGE OF THE ISLANDS
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TT Italy – Strategic Marketing Plan 05-07 ______________________________________________________________________________ CHOICE OF ISLANDS Bora Bora Tahiti Moorea Rangiroa Huahine Press Pers. interest Internet Internet Press Travel agencies Friends Radio & TV 20 % 13 % 15 % 14 % 8% 20 % 22 % 17 % Raiatea Tikehau Tetiarora Fakarava Others Radio, Tv T.As Friends 6% 7% 5% 6% 6 % 20 % 9% 12 % 51 % 28 % 8% 7% 6%
KNOWLEDGE OF THE DESTINATION KNOWLEDGE OF TAHITI TOURISME
Comments • • • • • steady growth of inquiries from independent travellers (longer stays, Petite Hotellerie accommodations) inquiries breakdown : 78% consumers – 22% T.O.s/T.A.s general consumer perception: excitement and great expectations. “Tahiti and Her islands is considered as the “the dream to realize at least once in the lifetime”. the requests of information via e-mail represent now about 70% of the total. Consumer visits to TT website, spontaneously increase starting form June, this reveal the tendence of a last minute interest to get information and booking. This data is also confirmed by Tiare TA bookings that register an increase starting form May-June
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TT Italy – Strategic Marketing Plan 05-07 ______________________________________________________________________________ 1.4.4 Market updates – TOs: we have today 65 TOs featuring Tahiti and Her Islands in their brochure. • 6 dedicated brochures • 8 Honeymoon brochure including Tahiti and Her Islands • 12 featuring Petite Hotellerie (2 of them with dedicated brochures) • 6 diving brochure (all the other also featuring) • 15 on line brochure TOs LIST
ALBATROSS ALIVIAGGI ALISEI AMERICAN DREAM ANSE VIAGGI AQUADIVING TOURS AUSTRALIA WORLD BAGUN TRAVEL BILLA BONG BLUE WINGS CALEIDOSCOPIO CARREBLU CIVIDIN CLUB MED CLUB PARADISO DIMENSIONE TRIADE DOC VIAGGI EQUINOXE EXECUTIVE TRAVEL SERVICE EXIT EXOTISME ITALIA GLAMOUR HOTELPLAN I GRANDI VIAGGI I VIAGGI DELL’AIRONE I VIAGGI DEL DELFINO I VIAGGI DELL’ ELEFANTE I VIAGGI DI MERCATORE IL QUINTO MONDO KO.DAC VACANZE KUONI GASTALDI KARISMA TRAVELNET LOISIR LOYOLA INTERNATIONAL MANUREVA MASTER EXPLORER MERIDIANO VIAGGI MERZOUGA MILLENIUM MONDOVAGANDO NAAR TOUR OPERATOR NOSY TOUR OFFSHORE OGNIVIA OLD CITY OLTREMARE MILANO MILANO BOLOGNA FIRENZE VERONA PESARO TORINO ROMA FIRENZE NAPOLI MILANO TORINO TRIESTE MILANO ROMA ROMA ROMA MILANO SORRENTO ROMA GENOVA LUCCA MILANO MILANO NAPOLI PORTICI ROMA RAVENNA ROMA NAPOLI GENOVA ROMA MILANO ROMA ROMA BARI ROMA ROMA REGGIO EMILIA POZZUOLI MILANO TORINO ROMA ROMA RAVENNA POZZUOLI (NA)
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TT Italy – Strategic Marketing Plan 05-07 ______________________________________________________________________________
ORIGINAL TOURS PAN PACIFIC TOURS PARMATOUR POLYNESIA FOR YOU PROFONDO BLU RALLO ROTTE NEL MONDO SANDAN SEVEN DAYS SOUTH SIDE SPRINTOURS SQUIRREL TEOREMA TERRAMIA TOURS TRAVEL STAND VIAGGI NEL MARSUPIO VIAGGI NEL MONDO VIAGGIDEA VIVAMONDO ROMA MILANO PARMA MILANO MILANO MILANO MILANO ROMA TORINO MILANO ROMA MILANO MILANO FERRARA ROMA LUINO ROMA MILANO MILANO
Note : 65 T.O.s featuring “Tahiti and Her Islands
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TT Italy – Strategic Marketing Plan 05-07 ______________________________________________________________________________ Main T.O.s figures – (Source: TO.s Interviews) Passengers realised in 2004 TO KUONI GASTALDI VIAGGIDEA CLUB PARADISO HOTELPLAN DIMENSIONE TRIADE SANDAN MANUREVA OFFSHORE TEOREMA ALBATROS EXOTISME RALLO LOYOLA INTERNATIONAL MILLENIUM OLTREMARE I VIAGGI DEL DELFINO SOUTHSIDE LE VACANZE TRAVELNET NAAR ALISEI EXECUTIVE TRAVEL NOSYTOUR PARMATOUR MERZOUGA BLUEWINGS AUSTRALIA WORLD IL QUINTO MONDO POLINESIA FOR YOU BILLABONG MONDOVAGANDO AMERICAN DREAM SEVENDAYS ALIVIAGGI AQUADIVING TOURS CARREBLU I GRANDI VIAGGI ANSE VIAGGI MASTER EXPLORER KO.DACVACANZE TOWN 2004 PAX GENOVA 1.700 MILAN 1.352 ROME 1.183 MILAN 1.150 ROME 913 ROME 650 ROME 425 ROME 250 MILAN 250 MILAN 230 GENOA 230 MILANO 202 ROME 200 REGGIO EMILIA 200 POZZUOLI 200 NAPOLI 178 MILAN 160 ROME 150 MILAN 150 BOLOGNA 142 SORRENTO 130 TORINO 126 PARMA 120 ROMA 100 NAPOLI 98 TORINO 90 ROMA 87 ROMA 86 FIRENZE 80 POZZUOLI 76 FIRENZE 62 TORINO 62 BOLOGNA 60 PESARO 60 TORINO 60 MILANO 54 VERONA 53 BARI 42 NAPOLI 38 TOTAL 11.354 % ON 2003 13% 25% 279% 11% -3% -10% n.a 150% 0% 130% n.a. n.a. 100% n.a. -43% -29% n.a. n.a. 50% n.a. -32% 26% -60% -50% 27% n.a. n.a. 8% 14% n.a. n.a. n.a 20% -80% n.a. 70% -56% -58% n.a.
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TT Italy – Strategic Marketing Plan 05-07 ______________________________________________________________________________ Some data regarding TT distribution : • TT Travel Agents database: 2.150 (1.275 enrolled at Tiare Tahiti program) • Distribution: North 53.06%, Centre 28,63%, South 18,31% Airlines chart - Flights schedule • Air Tahiti Nui 27th March 2005 – 29th October 2005 Paris – Papeete - Paris CDG – PPT PPT – CDG 11.30 am – 10.45 pm (+1) 11.15 pm – 07.25 am (+2) Mon/Tue/Thu/Sat/Sun Tue/Thu/Fri/Sun
Los Angeles – Papeete – Los Angeles LAX – PPT PPT – LAX 11.25 pm – 05.50 am (+1) 01.00 am – 07.25 p.m 00.45 am. – 10.55 am 10.00 pm – 8.10 am (+1) Mon/Wed Thu/Fri/Sat/Sun Mon Tue/Wed/Thu/Fri/Sat
New York – Papeete – New York 4th July – 29th October 2005 PPT – NYK NYK – PPT • Air France Paris – Papeete CDG – PPT Papeete – Paris PPT – CDG PPT – CDG 09.35 am – 05.30 pm (+1) 03.30 pm – 11.05 am (+1) Mon/Thu/Sat Wed 06.55 pm – 06.10 am (+1) Sun/Wed/Fri 09.00 pm – 03.00 pm (+1) 05.00 pm – 11.40 pm Sun/Wed/Fri Mon/Thu/Sat
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TT Italy – Strategic Marketing Plan 05-07 ______________________________________________________________________________ • Air New Zealand from 20th:march to 31st:October 2005
London – Los Angeles daily LHR - LAX LHR – LAX Los Angeles – Papeete LAX – PPT Papeete – Los Angeles PPT – LAX 02.35 am – 02..15 pm Wed/Fri/Sat/Sun 08.45 pm – 02.40 am (+1) 10.15 pm – 04.10 am (+1) Wed/Fri/Sun Sat 02.30 pm - 05.45 pm (until 20th:march 2005) 04.15 – 07.30 ()
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TT Italy – Strategic Marketing Plan 05-07 ______________________________________________________________________________
1.4.5
Brand attributes
“Tahiti and Her Islands” is confirmed to be one of the most desired travel. The destination is perceived as luxury: coming form the beauty of nature and the top level quality of the tourism structures.” Through the ‘extraordinary’ strategy adopted in the past 3 years we have succeeded in building added value to the brand by overshadowing strongest minus of the destination, being price and time/distance. Brand attributes: • Astonishing colours • • Natural beauty archetype Fascinating culture and tradition
Positioning statement: “For travellers who are looking for an extraordinary experience, Tahiti and her Islands offer the intensity of a place where luxury comes from nature, where colours and perfumes pamper the senses beyond all expectations.”
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TT Italy – Strategic Marketing Plan 05-07 ______________________________________________________________________________
1.5 SWOT Analysis
STRENGHTS • • • • • • • Unique natural assets Highly desired destination Friendly people Wide product offer High quality of products Culture and particular events to capitalize on Safe destination
WEAKNESSES • • • • • Perceived as expensive Quality of service to be implemented (not always good value for money) Still felt as once in a lifetime travel Seasonality Long distance perceived as “psychological barrier”
OPPORTUNITIES • New ATN NY route to capitalise on for air seats increase in pick season and new product packages • Growing number of independent travellers • Growing rooms availability to capitalize on • Research for high valued destinations by MC&I market THREATS • Preference toward destinations served by direct flights • Uncertain worldwide political and economic situation • Psychological pressure after Tsunami natural disaster
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TT Italy – Strategic Marketing Plan 05-07 ______________________________________________________________________________
2 Objectives and strategies
2.1 Primary objectives and strategies
2.1.1 • • Primary objectives Reach 13.000 pax from Italy in 2007 All Year Round Destination • Reach 9.000 pax in the second/third quarter and 4.000 in first/fourth ‘07 Capitalise on niche market potential to increase n° pax ( 4.000 in 2007) • Targeted niche: • Diving 1.500 (about 1.000 in 2004) • Sailing 800/1.000 (about 500 in 2004) • Petite Hotellerie 1.500 (about 500 in 2004) • New niche to be developed: MICE Maintain TAs loyalty and enlarge the Tiare group • Reach 2.500 TAs enrolled at the online program by the end of 2007 • Get 50% of the enrolled agents finishing the course • Certify 180 Agents by 2007 • Reach 650 bookings by TA enrolled at the program to get to the 10% of the total n° of pax Intensify media coverage with special attention to hi-circulation consumer magazine and newspaper • Bring media coverage up to Euro 50.000.000 Increase consumer visits to TT website • Maintain the average daily visits around 700 • Support TOs and TAs sales improving the product offer pages and their visibility towards consumers
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TT Italy – Strategic Marketing Plan 05-07 ______________________________________________________________________________ 2.1.2 • Primary strategies Intensify destination exposure and visibility pressure towards consumers (especially PR) Capitalise on TN New York flight to: • Exploit the air seats increase during pick season • Get product differentiation: pack NY + Tahiti extension • Promote shoulder season capitalising on Italians travelling to NY Consolidate relationship with product distribution • Intensify the activities envisioned by the Tiare Program • Keep regular contacts with Agents within the community Use communication to support sales. • Tactical campaign to promote TOs packages 3 times per year (Easter, Summer, Christmas) through web, radio and press. The key message is to make achievable, consumers aspiration. Promotion of the Island of Tahiti as destination: • Work with TOs to create all product packages to be advertised, including at least 2 nights in Tahiti • Use PR and VJP to increase clippings on Tahiti as travel opportunity Actively keep alive the “Tahiti and her Islands Community”(TT, Italian T.Os and Local Industry Partners): • Promote information exchange • Share projects • Provide market intelligence Use Internet as a strategic tool: • To provide direct information to consumers (e-marketing) • To get information on consumer perception (e-research) • To support the distribution Branding • Branding objective will be the target of press office activity and advertising campaign starting from 2006.
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TT Italy – Strategic Marketing Plan 05-07 ______________________________________________________________________________ 2.1.3 • Targets
Consumer
Over all target dimension As general criteria to define the volume of the market we use the UIC (Ufficio Italiano Cambi) data. In 2003 Long haul travellers have been 4.077.000, the 2004 data from Jan. to Oct. register a contraction of the 1%, so that we can estimate the market base being of about 4.000.000 travellers (The long haul date includes: America, Southern Africa, Asia and Oceania) TARGET GROUPS Beach resort holiday lovers (Relaxing holiday at the seaside) Market dimension estimate: 805.709 (Eurisko) Profile: - 25-45 years old - Medium, medium-high social class - Mainly resident in North and Central Italy - They live in big cities Honeymoon (Once in a life) Market dimension estimate: 480.000 (Source: Trade press) Profile: - 20-35 years old - Medium social class - Across Italy (Potential in South Italy and small centres) Sailing (Source: trade/specialised press) - 80.000 associated to FIV (Italian Sailing Federation) in 2001 - 30.000 holiday sailors, strong growth - 20% are independent travellers Diving (Source: Divers association) - 250.000 divers in Italy - male (70%) aged 35/40 years. - divers in Italy are strongly increasing in numbers - preferred destinations are Red Sea and Mediterranean Sea Independent packagers (A mix of beach and cultural/active holiday) (42% ) Profile: - 25-40 years old Italians - Medium, medium-high social class - Mainly resident in North and Central Italy - They live in big cities
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TT Italy – Strategic Marketing Plan 05-07 ______________________________________________________________________________ MC&I (Looking for alternative high value destination) (Source: BTC research/interviews) - 14.134 pax travelling for extra European incentive every year - annual turnover is of EURO 4.5 ml - Euro 1.800 average expenditure for long haul travels - growing trends: teambuilding – top class incentive - request for new destinations • Travel trade • Tour Operator: about 300 Tour Operators out of which 60 members of ASTOI (Italian Tour operator Association): 65 T.Os featuring Tahiti and her Islands • Travel Agency: 9.200 Travel Agencies on the Italian market: 395 enrolled to the TOP • 14 major Retail networks (representing 27% of the total Travel Agencies) • 7 major online tourism portals Media • Consumer Press • Trade Press • Radio • TV • Internet Tourism
•
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TT Italy – Strategic Marketing Plan 05-07 ______________________________________________________________________________
2.2 Advertising
2.2.1 Strategy
Advertising will have a key role to support TOs product packages promotion for both pick and shoulder seasons. A brand campaign is envisioned starting from 2006. 2.2.2 Tactical actions
Tactical consumer Campaign Call to action to www.tahiti-tourisme.it with dedicated area to T.Os offers WEB – TACTICAL CAMPAIGN RADIO – TACTICAL CAMPAIGN PRESS – TACTICAL CAMPAIGN
2005
Branding Advertising – Period: June-July – Target: consumer – Media: press 2006 Tactical Advertising – Period: March, July, October – Target: consumer – Media: Radio and web Branding Advertising – Period: June-July – Target: consumer – Media: press 2007
Tactical Advertising – Period: March, July, October – Target: consumer – Media: Radio and web
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TT Italy – Strategic Marketing Plan 05-07 ______________________________________________________________________________
2.3 Public relations and press
2.3.1 Strategy
Thanks to the programme developed in co-operation with ATN, the Press Office will play a strategic role in the next 3 years. The focus will be to enhance a continuous and strong visibility on high circulation consumer media, promoting the key messages to support a correct perception of the destination and its brand, qualitative destination objectives and qualified awareness. 2.3.2 Tactical actions VJP (Visiting Journalists Program) Plan 2005 Press kits distribution Press releases Support to media request Interviews
Media coverage quali-quantitative document for analysing and tracking
success of PR efforts will be regularly produced at the end of the year Implement and adapting the VJP (Visiting Journalists Program) Plan 2006 Undertake regular activities: press releases, support to media request, interviews
Produce the media coverage quali-quantitative document
Implement and adapting the VJP (Visiting Journalists Program) Plan 2007 Undertake regular activities: press releases, support to media request, interviews
Produce the media coverage quali-quantitative document
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TT Italy – Strategic Marketing Plan 05-07 ______________________________________________________________________________
2.4 Promotion
2.4.1 Strategy
The challenge of promotional activities will be to increase the conversion of consumer desire into bookings. To achieve this we will mainly work on the distribution to increase the level of knowledge of the destination (Tiare), TAs loyalty and motivation; support TOs promotional programmes and cooperation and their commitment to the destination. 2.4.2 Tactical actions TOS T.Os booking staff trainings Meetings with TOP T.Os PM before brochure printing Attendance at T.Os workshops/ seminars Co-marketing actions with T.Os COLLATERALS Vacation guide reprinting EXHIBITIONS Attendance at consumer/trade Exhibitions Attendance at niche markets dedicated exhibitions DIRECT MARKETING Regular direct marketing towards T.Os /TAs/LIP through e-newsletters Information updating and material distribution Organisation of the Tahiti Committee to share strategies, discuss on relevant issues and get the feedback from the travel trade TOP Further increment the number of T.AS enrolled to TOP - Implement and further develop projects foreseen on 2005, based on objectives achievements and new opportunities arising
2005
2006
2007
- Implement and further develop projects foreseen on 2005, based on objectives achievements and new opportunities arising
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TT Italy – Strategic Marketing Plan 05-07 ______________________________________________________________________________
2.5 Website
2.5.1 Strategy By 2006 is envisioned the migration of TT website into TT Papeete format. The website activities will then be focused to achieve the conversion objectives. If with communication our aim is to maintain the about 700 visits average per day, we want to use TT website to facilitate package bookings by updating product info, ease the link with the Tiare agents and begin to increase destination loyalty to start with the development of the repeaters market. 2.5.2 Tactical actions • • • • • • • 2006
•
2005
Web site merging with TT Papeete website + contents restyling Product offers integration and update Direct e-marketing activities on TT consumer database to support product offer promotion by segment and niche Tiare Agents area Keywords for search engine Maintenance and regular activities e-marketing activities based on achievements of 2005 Keywords for search engine
• • 2007
•
Maintenance and regular activities e-marketing activities based on achievements of 2005 Keywords for search engine
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