Why Asia’s cruise boom is ready to explode: Travel Weekly Asia

New studies on Asia’s cruise market released by the Hong Kong Tourism Board (HKTB) reveal a potential 83 million cruise passengers in Greater China and highlight how Hong Kong and regional ports are gearing up to tap into this market by upgrading cruise infrastructure and tourism offerings.

Coasta Alantica (1)

In April 2014, the Hong Kong Tourism Board together with the Taiwan Tourism Bureau launched the first-ever Asia Cruise Fund, an initiative aimed at offering better support to cruise lines and promoting regional co-operation for attracting cruise tourism.

The studies – the Asia Cruise Potential and Passenger Behaviour Study and the Asia Cruise Port Development Study – are the first of their kind and were released this week at Cruise Shipping Miami.

The two studies were carried out by the School of Hotel and Tourism Management of the Hong Kong Polytechnic University with the aim of providing insight and useful information to help cruise companies unlock the region’s cruise potential.

The Asia Cruise Potential and Passenger Behaviour Study specifically examined the potential market in Greater China, which is currently the largest source of cruise travellers in Asia and the eighth largest in the world, according to the Cruise Lines International Association (CLIA).

The study reveals a potential 83 million cruise passengers in just seven source markets within Greater China. This figure is four times the current number of cruise passengers world-wide. Hong Kong, with its connectivity to the Pearl River Delta, Central China and Taiwan by air, high speed rail and land transportation via the Hong Kong-Zhuhai-Macao Bridge, is looking at a cruise potential of 54 million passengers.

The study also reveals that the make-up of these passengers is younger and more family-oriented than cruise passengers in traditional source markets such as North America and Europe, where they tend to be older, retired achievers.

The second study, Asia’s Cruise Port Development Study, focused on the development of ports in Hong Kong and neighbouring areas. Its results highlight the commitment throughout the region to facilitate the growth in cruise business by improving port facilities and tourism offerings in the next five to 20 years.

Positioning Hong Kong as the home ship destination, the study identifies 21 ports within 6-7 cruise days which already have concrete plans to upgrade berths, cruise infrastructure and supporting infrastructure, as well as expand tourism offerings and improve destination management in areas such as the issuing of visas.

These ports include: Sanya, Xiamen, Zhoushan, Qingdao and Yantai in China, Keelung, Hualien, Kaohsiung, Anping, Taichung, Penghu, Kinmen and Matsu in Taiwan, Miyakojima and Takamatsu in Japan, Mokpo and Yeosu in South Korea, Hon La in Vietnam, plus Manila, Boracay and Puerto Princesa in the Philippines.

According to the study, within five years, half of these ports will be able to receive cruise ships of 100,000 gross tonnage. This will give cruise companies more flexibility in deploying their fleet and planning interesting itineraries with cultural, scenic or adventure activities to cater for all market segments.

Anthony Lau, executive director of the Hong Kong Tourism Board, said, “With the results of the two surveys showing the great potential and committed development, combined with the Asia Cruise Fund, Asia’s cruise tourism is ready to take off.”

In April 2014, the Hong Kong Tourism Board together with the Taiwan Tourism Bureau launched the first-ever Asia Cruise Fund, an initiative aimed at offering better support to cruise lines and promoting regional co-operation for attracting cruise tourism.

The fund now has four members since the addition of Hainan in China and the Philippines. More new members are expected to join soon.

via Why Asia’s cruise boom is ready to explode: Travel Weekly Asia.

Marketing strategies for tourism destinations: A competitive analysis: Travel Daily News

european travel commissionThe new European Travel Commission project focuses on six high potential markets, namely Brazil, Canada, China, Japan, Russia and the United States. This fact-finding research offers a bird’s-eye view of the competitive environment in the global tourism marketplace, and a portrait of the tourism strategy and marketing activities of competing destinations in each market.

In an increasingly vibrant landscape, marked by new players, technological innovation and rapidly changing consumers, the need arises for European destinations to closely monitor others’ effort to win market shares in the global tourism market.

This report is meant to support private and public organisations in the tourism sector to achieve a better understanding of the environment in which they operate. Its aim is to provide meaningful knowledge about best prospect markets, and the tourism strategies destinations worldwide have implemented in these key markets.

This report is part of a broader study tailor made for European tourism destinations in general and ETC members in particular.This project focuses on six high potential markets, namely Brazil, Canada, China, Japan, Russia and the United States. This fact-finding research offers a bird’s-eye view of the competitive environment in the global tourism marketplace, and a portrait of the tourism strategy and marketing activities of competing destinations in each market.

Information has been gathered through publicly available documents, and eventually enriched with first-hand information gathered through personal interviews with NTOs marketing directors, representatives of the travel trade and experts. Key results are presented in this executive summary, conceived for dissemination to the public at large. In this analysis, Europe is defined as the 33 countries which are members of the European Travel Commission plus France, the Netherlands and the United Kingdom.

via Marketing strategies for tourism destinations: A competitive analysis.

Affluent Travelers Tougher For Marketers To Reach

by Tanya Gazdik Irwin

Comment

This year will be challenging for travel marketers hoping to appeal to affluent consumers, according to a study from Unity Marketing.

Changes in affluent travellers’ attitudes and behaviour call for marketers to develop new strategies to capture some of the roughly $8,000 they plan to spend on their next vacation.

The demographic will be looking for new luxury travel experiences, all the while scrimping and saving on experiences that don’t mean as much to them (such as how they get to their destination) and splurging once they arrive. They will delay making plans till the last minute and will be less loyal to their travel rewards programs, as they search out promotions that offer more meaningful and motivating rewards, according to the study, “Affluents Will Travel in New Luxury Style in 2015,”

Affluents plan to take an average of three vacations in 2015, but they are waiting until the last minute to book. This works in their favour, as they carefully research all the available options, compare the many promotional offers received, and tap the Internet and social media for reviews and recommendations.

For travel planning, they are more DIY this year, using travel professionals less than in 2013. Furthermore, due to growing global unrest and the Department of State “worldwide caution” warning issued on Jan. 9, it only makes sense to wait until the window of opportunity is right.

The share of affluents who are undecided about their travel plans this year more than doubled from Unity Marketing’s 2013 luxury travel study, says Pam Danziger, president of Unity Marketing and author of the new study.

“Further, the projected budgets for their next vacation is lower than we’ve tracked since 2009,” she says. “Consumer uncertainty and lack of confidence is never a good sign for marketers and that is the environment that travel marketers face this year.”

Travel marketers’ mantra this year should be “hope for the best, but plan for the worst,” she adds.

“Given all the factors that can impact people’s willingness to travel, especially overseas, travel marketers need to recognize that their customers will be harder to commit to proposed trips this year,” she says. “Those customers will be more demanding when it comes to getting the most for their investment and may look more aggressively to cut expenditures wherever they can. Further, this may be an especially good year for the travel insurance business.”

Rewards programs are less motivating for affluents in 2015 than two years ago. A growing share of affluents have no plans or are undecided if they will redeem rewards for travel this year. Affluents report being less influenced in their choice of travel provider by the opportunity to collect rewards points.

“Since travel marketers rely heavily on rewards programs to market their services, this is an important call to action,” Danziger says. “It points to the need for travel providers to focus their marketing and rewards programs toward rewards that are more meaningful and motivating to affluent travelers.”

via Affluent Travelers Tougher For Marketers To Reach 01/23/2015.

Why investors in online travel need to be picky about China in 2015 | Sally White EyeforTravel

Silvana ComugneroThere can be no doubt that China is a crucial market for travel brands but it may not be for everybody, writes Sally White

Fast growing China’s foreign travel market may be, but investors should be very picky about buying into this story. Certainly, the market is eye-wateringly large – 100 million outbound trips were made in 2014, according to the China National Tourist Administration (CNTA). Adding to its allure for companies wanting a growth story to woo shareholders, this figure could reach 1.4 billion by 2030 with a spend of $1.8 trillion. Also, the number of countries Chinese travellers can visit easily rises this year as more governments and tourism boards are offering them visa-free access.

But these numbers could be a snare and delusion for foreign corporates not already well established. Most of these travellers keep to their own turf, with 90% staying within Asia according to the CNTA. Not only are local giants already well established, spending heavily and growing fast in all areas of online travel trading! The international heavy-weights are there, too, with the necessarily thick wallets to help their Chinese partners and subsidiaries.

via Why investors in online travel need to be picky about China in 2015 | Travel Industry News & Conferences – EyeforTravel.

Webtrends Recommends Best Practices to Help Travel Sites Increase Bookings

insights_phocuswrightPORTLAND, OR–Marketwired – Aug 26, 2014

PhoCusWright survey highlights the online research and booking tendencies of travelers:

  • Consumers use an average of 6.5 sites and devices to research before booking travel
  • 41 percent of travelers research travel using mobile devices smartphone or tablet
  • 55 percent of travelers prefer to book using a desktop or laptop even if they research using mobile

Given the number of steps involved in today’s average travel purchase, online booking sites are faced with serious challenges when it comes to understanding customers. In a recent travel survey sponsored by Webtrends and conducted by PhoCusWright, travelers who have taken at least one leisure trip within the past year involving a hotel or airline purchase were asked to identify the number of touch points that led to their purchase. Touch points are defined as both sites visited and devices used during the booking process. Survey findings include:

Travelers search multiple web sources when preparing to book trips, and the preference is overwhelmingly in favor of using desktops — 79 percent of travelers use online travel agencies/apps for research compared to 14 percent who use smartphones and 11 percent who use tablets.

Frequent travelers 6+ trips/year, big spenders spend $6000/annually on travel, early tech adopters and mobile travel shoppers use more touch points than the mean, indicating that these travelers do more research than average before booking.

Consumers aged 25-34 represent the most mobile-heavy shoppers, making up 38 percent of the total users who book through mobile. As consumers age, the number of touch points used to book travel decreases, identifying a key opportunity for sites to capture market share within that age demographic.

Top reasons travelers give for not booking via mobile devices are that they prefer to book via desktop/laptop 55 percent, the mobile screen is too small 31 percent, not ready to book when shopping on a mobile device 30 percent, and they are not comfortable booking via a mobile device 26 percent.

Travel booking sites have an opportunity to increase conversions and customer loyalty by providing a personalized, easy-to-use experience for customers who are using multiple devices. The following are five digital best practices suggested by Webtrends to help travel booking sites better understand their consumers and better focus their marketing spend:

1. Discover what matters to each individual traveler. In order to deliver relevant and personalized experiences to visitors, travel sites must take a sophisticated approach to the digital booking process by knowing each visitor on an individual basis. This allows brands to create the most relevant user experiences. By leveraging visitor-level measurement and optimization tools, brands can personally assist each traveler with his or her search and avoid the risk of that visitor booking elsewhere.

2. Understand travelers across their entire journey and on all devices. While you can’t control how consumers interact with your site, you can learn from that interaction — and learn to read between the channels. It’s not just about what a consumer did on a website or a mobile device, it’s about the journey and interaction between devices. For example, research may be done on a smartphone, but the user may ultimately book using a tablet. By painting a cumulative picture of consumers that includes both action and intent, brands can understand cross-channel flows and make informed decisions on where to invest both effort and spend.

3. Test everything across all channels. Whether it is flight/hotel booked or Average Order Value, metrics are essential to the travel industry. Constantly testing and measuring results allows brands to improve the booking experience and drive up KPIs — ensuring brands get the most yield for every dollar spent on marketing optimization programs. Evaluate your campaigns constantly and make adjustments regularly to see which messages result in the greatest return. Brands should continue to evolve the booking process because there isn’t a one-time fix. Channels should evolve depending on season, visitor demographics, travel pricing and other criteria.

4. Take immediate action. Every traveler has a purpose when visiting a site and historical data only tells part of that story. Real-time data is the clearest indicator of current intent, and using those in-the-moment insights to see what travelers are searching for and clicking on is the best way for brands to provide a relevant experience while the traveler is still engaged, regardless of channel or device. By reaching out to a visitor while that person is still thinking about the purchase, whether it’s through a pop up ad, an email immediately after he’s left the site or an offer for a lower fare, conversion becomes increasingly more likely. 5. Leverage technology that plays well with others. . Booking sites must have the flexibility to change and adapt in order to improve experiences for travelers across digital channels. When selecting tools, make sure you are leveraging technologies that are compatible and open. Otherwise, you may be forced to make compromises in your strategy in order to conform to a closed system.

via Webtrends Recommends Best Practices to Help Travel Sites Increase Bookings.

Voice interaction is changing the face of travel marketing – Travolution.co.uk

call centreWe all want to acquire new customers and gain the loyalty of existing ones – but what is really the key to achieving this? Travel brands are increasingly focusing on the digital journey to support the customer objective, but this does not help anything if the offline customer journey is ignored. It’s not just all about online interactions; there is still a real value in doing business over the phone.

It makes sense to focus on online, especially as in 2013, 72% of all adults bought goods or services online, up from 53% in 2008. The constant evolution within social media have dragged businesses’ attention to social and digital platforms. However, when it comes to actual conversions, 65% of businesses consider phone calls to be their highest-quality lead source. This is where the human side of the customer journey comes into play and the point at which the voice can make or break the sale.

travolutionvia Guest Post: Voice is changing the face of travel marketing – Travolution.co.uk.

London Tops MasterCard Global Destination Cities Index as Most Visited City | Global Hub

LondonLondon Tops MasterCard Global Destination Cities Index as Most Visited City Bangkok, Paris, Singapore and Dubai Round Out Top Five,

London tops the list as the destination of choice for international travelers for the third time in four years, according to the annual MasterCard Global Destination Cities Index released today.

Now in its fourth year, the index provides a ranking of the 132 most travelled cities from around the world.Rounding out the top five cities are Bangkok, Paris, Singapore and Dubai, which are benefiting from a surge in international travel fueled by an expanding middle class, innovations in luxury travel and rising need for business travel. The index also indicates this surge will continue, even with more technology and collaboration tools available to businesses.

According to the study, London is projected to receive 18.7 million international visitors in 2014. Forecasted visitors to the rest of the top five cities include:Bangkok – 16.42 millionParis – 15.57 million visitors Singapore – 12.47 million visitors Dubai – 11.95 million visitors

“The index points to a continued strong demand and interest in air travel, both for business and personal travel,” said Ann Cairns, president of International Markets, MasterCard. “The recognition of this year’s top international destinations reinforces the continued importance of cities as business, cultural and economic hubs. And, that’s where we come in. Every day, we help consumers and businesses maximize all of the travel opportunities available to them, including a safe and secure way to pay no matter where they are across the globe.”

via London Tops MasterCard Global Destination Cities Index as Most Visited City | Global Hub.

Online travel agents: Sun, sea and surfing | The Economist

economist logoIn 1996, when Microsoft was still ahead of the big technology trends, it launched a small brand called Expedia Travel Services. It hoped to persuade customers to book holidays online. It was not an immediate success. Few households had an internet connection then and, just as importantly, most people thought the idea of buying a holiday through the ether not to mention typing their credit-card details into a web browser plain foolish.

Few think the idea crazy now. Expedia, which Microsoft sold in 2001, has become the world’s biggest travel agent see chart. Last year, through brands such as Trivago, Hotels.com and Hotwire, as well as its eponymous operation, its gross bookings were $39.4 billion. The third-largest travel agent is also an online firm: Priceline, whose brands include Booking.com, made reservations worth $39.2 billion in 2013. Last year online travel agents OTAs had combined bookings of $278 billion, according to Euromonitor, a market-research firm.

Indeed, when it comes to reserving flights, hotel rooms and rented cars for holidaymakers, the online-travel market looks quite mature in many rich countries. PhoCusWright, another research firm, reckons that online booking now accounts for 43% of total travel sales in America and 45% in Europe. Since much of the rest is accounted for by business trips handled by specialist corporate-travel agents such as Carlson Wagonlit, scope for the OTAs’ market to grow seems limited. That explains Priceline’s purchase, announced on June 13th, of OpenTable, a restaurant-reservation website, for $2.6 billion: it sees this as a way to earn commission on another chunk of tourists’ spending.  There are some big markets where online bookings have yet to take off.   Germans still typically arrange their holidays through traditional travel agents. Although the Chinese now spend more on travel in aggregate than any other country’s population, in 2012 they booked only 15% of their trips by value online, says PhoCusWright.   It thinks this will rise to 24% by 2015, making the Chinese online-travel market worth around $30 billion.  Much of the expansion will be driven by ambitious local firms. Ctrip, the biggest, makes most of its money from air tickets and package tours to Greater China. But as Chinese tourists become more intrepid—ranging farther afield and no longer shuffling around in big tour groups—online hotel bookings are becoming more important.  Ctrip’s hotels division has grown at an average of 25% a year for the past five years, according to Trefis, a stockmarket-analysis firm, and had revenues of $366m in 2013. It will not be long before it eyes Western markets more keenly.

To stay ahead, the big OTAs are having to follow their customers as they switch from desktop computers to smartphones and tablets.  By 2017 over 30% of online travel bookings by value will be made on mobile devices, thinks Euromonitor. In part this will be the result of OTAs making their apps more appealing by, for example, adding location services that help travellers find the nearest rooms and restaurants. But it is also because the way people plan trips is changing. It generally takes a family more than three weeks to book a holiday, from deciding to travel to clicking the “pay now” button, in which time they may visit seven websites, says Faisal Galaria of Alvarez & Marsal, a consultant. In future, travellers are likely to become more impetuous, he says, and smartphones appeal to those making last-minute bookings.

For those still surfing for holidays on their PCs, other technological advances are on the horizon.  Amadeus, which supplies the software behind many OTAs’ booking systems, is developing new ways to entice customers to the agents’ websites. One is to use browser-tracking technology to aim personalised ads at consumers, showing them the latest prices for trips in which they had previously shown an interest. Such targeted advertising has been common among non-travel retailers for some time. However, until now it has proved trickier for the travel business as it involves collating frequently changing data from many airlines and hotels.

Gorilla marketing

Even with help from such marketing tricks, the smaller OTAs will find it increasingly hard to compete with the big two. Online travel is an industry in which size counts. The scale of Expedia and Priceline means they can sign up more hotels, and negotiate better prices, than their smaller rivals. This is a business that requires heavy spending on marketing, which hands another advantage to the big two.  OTAs will spend more than $4 billion this year on digital advertising, according to eMarketer, also a research firm; and Priceline and Expedia will account for over half of this. Some smaller rivals may find profitable niches, but in general it will be hard for them to grow. Whenever they open a door, “there are already two 800lb gorillas fighting it out in the room,” says Mr Galaria.

Not only gorillas. The observant may also spot an elephant in the room.  In 2010 Google bought ITA, a maker of flight-search software, and the next year it launched a flight-comparison website. The giant search company has also improved its hotel listings by including photographs and virtual tours, as well as price information. It has the clout to disrupt Expedia and Priceline if it so wishes. It has not done so yet. Google, many believe, would be loth to cannibalise such a large chunk of its main business: analysts think the big two will account for as much as 5% of its advertising revenue this year.

So besides Ctrip, perhaps the biggest threat to the big two OTAs is TripAdvisor, a popular travel-reviews site spun off by Expedia in 2011. This month it said travellers would be able to book hotels directly through its smartphone app. Weeks before Priceline’s deal with OpenTable, TripAdvisor announced it was buying La Fourchette, another online restaurant-booking service. The online-travel market is consolidating fast, but so far holidaymakers need not worry about a lack of options

via Online travel agents: Sun, sea and surfing | The Economist.

Shaping the Future of Travel in the GCC – a landmark FREE Report from Amadeus

Shaping the Future of Travel in the GCC – a landmark FREE Report from Amadeus.

It has been an absolute privilege today to take part as the moderator in the launch of a landmark study and event organised by Amadeus.  Their new report on the Future of Travel in the GCC is undoubtedly one of the best ever and most important travel industry related reports conducted in the region.

Drawing on the expertise of industry leaders across 22 travel brands and insights from over 1,000 end travellers this report describes the key effects that will shape the future of travel for this exciting and important part of the world.

amadeus new logo on blueThe headline “Big Effect” is that rapidly changing demographics will fuel a major shift in GCC travel over next 15 years.  The coming-of-age of the GCC’s youthful population will reshape the travel industry in the region over the next fifteen years, as digital natives instinctively turn to mobile technologies and social media to plan, book and manage travel.

Today, nearly 25% of the GCC population is under 15 years of age, and as this demographic becomes tomorrow’s decision makers, it will shake up traditional behaviours to become increasingly self-directed. As outlined in the Amadeus-commissioned new report, Shaping the Future of Travel in the Gulf Cooperation Council (GCC): Big Travel Effects, additional unfolding demographic forces such as a steady inflow of expatriate workers, robust natural population growth and a growing middle class, will combine to drive a new and divergent set of travel behaviours and needs in the region.

The report, written by Frost & Sullivan and Insights and commissioned by Amadeus, examines and contextualises the various ways a new travel landscape will develop in the Gulf region over the next fifteen years.

“The Gulf region is poised for a new era of travel as investment in infrastructure, new tourism sectors, and governmental initiatives to ease intra- and extra-regional movement make the GCC more attractive to leisure and business travellers,” said Antoine Medawar, Vice President, MENA, Amadeus. He added, “The travel providers who address the nuanced needs of the region’s population stand to thrive in the coming decades. At Amadeus our people, our technology and our innovation are dedicated to helping our customers and partners to shape the future of travel in this region.”

Further key findings include:

Economies in the GCC are diversifying beyond oil, and specialist tourism sectors such as cruise, meetings and conferences and medical tourism play a prominent role in this diversification. As a result, GCC countries have maintained an average GDP growth of over 5% in the past decade, with a greater increase expected in the future.

Tourism will have a trickle-down effect into other sectors, furthering economic growth and diversification. Hospitality and construction in particular will benefit as the number of travellers entering or passing through the region increases -Qatar expects 3.7 million tourists in 2022 due to the FIFA World Cup and is investing $20 billion on tourism infrastructure and $140 billion on transport.

The GCC is working to make travel easier, both within the region and outbound. The difficulty of obtaining a visa has been the main reason for 33% of travellers surveyed not taking trips as often as they would like. By improving accessibility within the region and abroad, the number of intra-regional travellers is expected to increase four-fold by 2030.

“Travel in the Gulf region is changing. Economic diversification and a move from oil is an important driver, but there are many more subtle factors also at play. Changes in population and geopolitical pressure to open borders and make movement easier are also impacting the future of travel here,” observed Mona Faraj, Managing Partner, Insights.

The report was informed by a survey of some 1,000 travellers from the region as well as interviews with thought leaders in the travel industry. It highlights the technologically savvy and growing population of the GCC and predicts a travel landscape will develop in the region that is highly connected, personalised, and sustainable.

To download a free copy of the report “Shaping the future of Travel in the GCC: Big Travel Effects” please visit:

http://www.amadeus.com/blog/05/06/middle-east-report/