Itb 2014 trip report v3 judy lain

An inspiring place to discover
ITB Berlin
Trip Report
March 2014
Radiefa Williams & Judith Coetzee

Presentation structure
• Introduction to ITB Berlin
• Market insights
• Feedback from show
• What SAT is doing in Germany
• Insights from show
• Next steps

Introduction to ITB Berlin
• Dates: 5th – 9th March 2014
• Venue: Berlin, Germany
• Purpose of show: To bring together travel partners on a Business-to-
Business platform
– Exhibitors: 10,147 (from 189 countries, 26 halls)
– Congress delegates: 22,000
– Trade visitors: 114,000
– General public: 60,000
– Total no. of visitors: 206,147
• 43 South African products featured on the South African Tourism
platform

Introduction to ITB Berlin
Wesgro’s objectives for participating at ITB Berlin:
– Promote Cape Town and the Western Cape as a leisure, business and
events destination
– Build further awareness of our destinations offerings
– Nurture trade relations with our tour operators, travel trade and continue
strengthening our relationship with SAT
– Pursue co-operative marketing opportunities with partners that can
ensure growth
– Gain market insights and share these with our regional partners

Marketing insights

Market insights*
• Third quarter results 2013:
– Total foreign arrivals into SA: 2.4 million (2.9% increase compared to
same period 2012)
– Europe Growth: 6.7% (21,057) in arrivals
• Highest growth Germany: 15,6% (8,459)
• Followed by Netherlands: 8,8% (2,630)
• UK still main source market and accounts for 29% of total arrivals
from Europe
*SAT Tourism Index Q3 2014

Market insights*
Purpose of visit
Country Leisure Business Medical Religious Other
France 48.0% 39.4% 12,6%
Germany 59.3% 31.4% 9.3%
Italy 62.2% 33.2%
Netherlands 66.4% 24.2% 9.4%
Sweden 46.9% 42.3%
UK 63.7% 29.4% 6.5%
Other Europe 54.3% 38.1% 7.4%

Market insights*
Repeat Rate
Country 1st time 2 – 3 times 4 – 5 times 6 – 9 times 10 or more
France 66.9% 17.0% 8.2%
Germany 63.6% 21.2% 5.8% 4.4% 5.0%
Italy 67.9% 15.9%
Netherlands 54.1% 19.7% 11.1% 7.9% 7.3%
Sweden 68.2% 16.4%
UK 47.7% 20.7% 9.5% 10.7% 11.3%
Other Europe 63.9% 16.5% 7.7% 5.1% 6.7%

Market insights*
Average Length of Stay
Country Average
number of
nights
France 13,6
Germany 16,9
Italy 10,6
Netherlands 16,7
Sweden 12,4
UK 14,1
Other Europe 14,6

Market insights*
Accommodation usage
Country Hotel Guest
House
B&B Game
Lodge
Self
Catering
VFR Backpac
kers /
Hostel
Camping
/
Caravan
Trains /
Ships
Hospital
s
Other
France 83,319 61,811 17,743 21,793 67,589 48,412 15,576 1,211 0 0 39,595
Germany 191,922 85,714 87,314 28,546 117,114 196,284 45,556 18,578 0 3,402 138,919
Italy 89,460 28,071 20,786 29,056 6,159 30,220 6,973 9,060 0 0 5,443
Netherlan
ds
79,586 42,653 40,238 34,761 82,683 51,940 31,473 7,324 31,008
Sweden 13,208 4,934 3,803 3,059 11,113 11,870 2,316 437 0 0 3,706
UK 291,830 102,543 48,464 62,238 142,040 460,758 39,519 12,195 10,459 0 84,434
Other
Europe
347,653 103,746 67,401 63,944 74,839 229,395 45,982 22,890 12,484 525 60,588

Market insights*
Provincial distribution: Share of Arrivals
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
France Germany Italy Netherlands Sweden UK Other Europe
Gauteng Wcape Ecape KZN Mlanga Limpopo Nwest Ncape Fstate

Market insights*
Activities undertaken by tourists
Country
Shopping
Nightlife
Themeparks
Trading
Casino
Adventure
Sportingcompeted
Sportingspectacular
Business
Education
Culture,heritage,history
Wildlife
Beach
Social
Medical
Health
France 53,40% 64,10% 30,40% 16,80% 40,30% 9,10% 33,60% 37,20% 29,80% 16,10%
Germany 59,30% 67,70% 28,30% 4,30% 24,80% 30,90% 8,30% 34,80% 40,50% 31,70% 23,40%
Italy 54,10% 55,60% 33,60% 13,90% 32,10% 35,80% 44,00% 24,50% 13,20%
Netherlands 60,60% 75,90% 30,90% 27,40% 25,70% 41,70% 47,90% 33,30% 21,10%
Sweden 51,20% 63,10% 14,80% 42,30% 21,50% 27,20% 15,20% 21,10%
UK 58,50% 69,80% 24,90% 3,20% 22,70% 27,80% 5,20% 27,60% 36,90% 35,30% 32,50%
Other Europe 52,30% 63,60% 26,70% 3,50% 22,10% 35,70% 5,70% 33,80% 35,80% 31,60% 19,50%

Feedback from the Show

From left: Annareth Bolton Stellenbosch Wine Routes, Mariette
du-Toit Helmbold, Destinate, Radiefa Williams
Wesgro, Annemarie Ferns, Stellenbosch 360, Carrie Hopkins
Cape Town Tourism and Inge Dykman, Cape Town Tourism
Artwork on the Cape Town & Western Cape Stand

National Tourism Minister: Minister van Schalkwyk
Meeting with SA exhibitors
Cape Town & Western Cape stand

ITB Exhibitors briefing event (SA Embassy)
Welcome and address by H.E. Rev Dr
Makhenkesi Arnold Stofile, Ambassador of
South Africa to Germany
Acknowledged provinces, SA products, SAT
Germany team and encouraged all to work
together and to continue to invest in the German
market as these travellers will continue to book
long-haul travel.
Keynote address by
Minister Marthinus van
Schalkwyk
International tourists
arrivals reached 1,087
million, a growth of 5% in
2013; Africa +6%
Minister thanked SA
products and provinces
for their continued
investment in the
German market and
applauded SAT
Germany team for
innovative
campaigns, media drives
and excellent market
analysis and
performance. SAT
presented an overview
of their German market
highlights, press trips
and trade & consumer
campaigns.

Engagement with tourism industry, stakeholders, trade, media and
airlines
Christophe Hoppe, Chief Editor Reise
Inspirationen, Radiefa Williams
Wesgro, Michael Bentele Director SAA
Frankfurt, Annemarie Ferns, Stellenbosch
360
Elisa Carmona Ledesma, RCH Hotel Representative,
Horst Frehse, Twelve Apostles, Hannah Kleber, HK
PR, Annemarie Ferns Stellenbosch 360, Stephan Gotta
SAT Germany, Radiefa Williams Wesgro

Bloggers Event – SAT in cooperation with CONDOR / Thomas Cook
Deputy Head of
Mission: SA Embassy
Mr Horst
Brammer, Minister
Plenipotentiary

• Engaged with a range of bloggers of diverse interests ranging from
senior travellers, safaris, hiking, outdoor
experiences, food, wine, special interests with the majority covering
lifestyle, nature and culture
• CONDOR is one of the main Thomas Cook brands, running
operations in Germany, Austria and Switzerland
• Thomas Cook contracts with 300 hotels in South Africa
• CONDOR operates 3x weekly flights from Frankfurt to Cape Town
between November – April
• 6 bloggers from the event, will participate in a trip to South Africa
hosted by CONDOR in partnership with SA Tourism in October 2014
– Wesgro will potentially supported the Cape Town & Western Cape leg

Opportunities with bloggers:
• Regions that are not well known or want to appeal to a specific
audience can find a platform for representation through bloggers
• Bloggers have loyal followers and a huge amount of credibility
amongst these followers
• Bloggers are able to reach their audience within seconds (real time)
• Bloggers are personal and express feelings and opionions

Rules of interaction with bloggers, the trendsetters of tomorrow:
• High level of engagement
– Don’t mass mail a blogger
– Establish a personal and authentic relationship
• Identify the right blog
– Ensure your offering/story is relevant to the target market that reads the
blog
• Every blog wants to be unique
– Don’t sell the same story to a number of bloggers. They each want
something unique to their readers

Stellenbosch Wine Routes and Stellenbosch 360’s Wine Tourism
Campaign:
• Stellenbosch Wine Routes and Stellenbosch360 launched their
trade marketing campaign “Ultimate Bucket List” where the winner
could win a trip to Stellenbosch, Cape Town and the Western Cape
• The objective of the campaign was to position Stellenbosch’s
position as an important wine destination in South Africa, and a
great place to explore the Western Cape from

German arrivals top performing long-haul destinations, competitors
set, 2011 – 2013 (Source: TravelOne: ITB Report 2013)

What SAT is doing in Germany

What SAT is doing in Germany?
SA Tourism actively runs massive campaigns in the German market:
• Joint marketing partnerships with 16 key tour operators in Germany to
ensure SA brand is visible to the consumer at point of sale
• Across the board campaign activities include print advertising, billboard and
online sales, press trips, POS, video promotions, consumer functions, trade
educationals
• Key partnerships with SAA to do joint campaigns at main train stations and
Frankfurt airport
• Increasing SA’s presence in the press, generating huge coverage
(Circulation: 82m, page impressions: 220m)
• Press trips hosted included journalists from high profile magazines such as
Geo Saison, Feinschmecker and Travellers World
• Continuous training of travel agents through seminars and roadshows to
build SA sales force in Germany

Insights and learnings

• German outbound market remain dominated by traditional channels
• Germany’s travel agency network (approx. 9,753 agencies) is mainly
controlled by three conglomerates DER Touristik, TUI and Thomas
Cook
• Nearly 174 tour operators are selling SA in Germany (mainly small
and medium size companies)
• Most German travellers are still buying through traditional
channels, however online sales continue to show growth with the
younger market
• Travel agents want more information about environmental and social
issues (for e.g. responsible tourism that increases the benefits for
the residents of the destination)

• A wide variety of products are featured in the German tour operators
brochures with the majority located in the Western
Cape, Mpumalanga, Eastern Cape and Gauteng
• German traveller trends:
– Golf holidays
– Hiking holidays
– Niche holidays for e.g. diving, surfing, birding, motor biking, youth travel
– Most popular experiences are wildlife, scenery, lifestyle, culinary, wine
and culture
– Specially family orientated products showing a demand (especially self-
drive along the Garden Route)

• Include tips for emergency contacts widely, online and in all
marketing material
• Travellers need to be inspired, as Germans consider a multiple of
travel options before making their choice
• FIT enquires on the stand:
– Ideas on family holidays
– Whales and nature
– Cycling
– Winter and Summer holiday ideas
– Self drive ideas
– Concerns: A few raised the safety issue as well as public transport

The traveller, beyond 2015
– Busy lifestyles have changed how people travel, long extended holidays
will no longer be the norm
• Result in more domestic travel with focus on City breaks, weekend
getaways etc
– Consumers want life-enriching experiences to make up their little time
they do have to travel
– Airlines to look at discount rates out of season
– Low and Luxury travels segments showing growth
– Middle price segment disappearing
– Tailor made offers and services that are more relevant to target markets
special interests will show growth for e.g. culinary and wine, sports and
adventure, gay and lesbian, sport and “Green”

• For the German traveller, it’s more than just sitting on the beach
relaxing, they want to discover new places, people and different
cultures
• Germans travel during their school holidays (July – August), leave
(December – February) and two Easter weekends

Moving forward

Moving forward
• Assess cooperative marketing opportunities with South Africa
Tourism
• Cooperative hosting of inbound tour operators (educationals) and
media
• Develop and maintain database and CRM campaign with contacts
made

Thank you | Dankie | Enkosi

Itb 2014 trip report v3 judy lain

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