European Tourism Marketing - Term Paper Example

European Tourism Marketing Research Information Submitted By Submitted For the [Date Submitted] General Prospects for Europe's Tourism Industry According to the World Tourism Organization World Tourism Barometer, global tourism including in and around Europe for the year 2006 has shown to be resilient and is actually exceeding expectations. Nonetheless, UNWTO panel of Experts dampened their projection stating that the prospects for the growth rate for the 2007 is expected to be half a percentage lower than that of 2006 translating to 4% from the former 4.5%. This, according to WTO was due to the decrease in pent - up travel demand which was brought about by the 2001-2003 period. It was in this period where terrorism was at its prominence especially with the bombing of the World Trade Center in the United States thereby forcing people from postponing their travel. When the fear had somewhat waned, there was an influx of travel demand which has been slowly been dissipating leading tourism experts to dampen their expectations for year 2007. Demographic and Lifestyle Trends The Rise of the Singles Market The United Kingdom is experiencing a demographic shift from married life to being single as shown by the rise in number of independent singles. According to the World Tourism Market Report single person households accounted for almost 30% of all households in the UK for the year 2005. Over the past 25 years, the average age of first marriage has increased significantly rising to 28 years for women and 30 years for men in 2005 as compared to the age of 22 for women and 24 for men in the 1980s. Without doubt, singles now represent a major consumer group in the UK. What is important to recognize in singles is that their lifestyle is now characterized by a focus on career and a busy social life. When it comes to holidays, therefore, many singles are looking for a wide variety of leisure services and activities that offer relaxation or help to alleviate stress created by day-to-day living. Furthermore, career-minded singles are more inclined to spend their higher-than-average disposable income on treating themselves, rather than on family life. This presents high return on investment potential for those targeting their travel products and services at this growing consumer group. According to the Euromonitor World Tourism Market Report 2006 report, tourism operators need to bear in mind that in order to appeal to a wide consumer base of single holidaymakers, they need to respond to the financial, social and emotional needs and interests of those who holiday alone. It is recommended that due to the prevailing social stigma associated with being unattached travel operators should focus their offering on safety, socializing and providing a unique experience to those who travel solo. As singles continue to dominate UK society, the phenomenon of holidaying alone is becoming popular. The singles market, therefore, represents one of the most potentially profitable and as yet undeveloped areas of the UK tourism industry. Singles, for example, are more inclined in adventurous holidays and extreme sports so hobbies, such as trekking, surfing, bird watching, horse riding or yoga, as well as spa retreats and exotic city breaks, are all niche markets which would do well to cater to the needs of single travelers. The consumer base of single travelers can be split into two different groups. On the one hand are independent travelers seeking thrills, and new, liberating experiences to contrast with their high-stress workload. On the other hand, however, there are those looking to potentially find a partner, using holiday operators as a form of dating agency. A specialist 'singles' travel operator can easily cater to both target markets. With the success of new concepts like speed dating and online dating agencies, such as www.datingdirect.com, www.match.com and www.streetcupid.com, holiday activities marketed as spin-offs from these dating agencies, or travel operators offering a similar matchmaking service, also have the potential to flourish. Consumers are increasingly becoming familiar with the concept of singles aged between 25-40 finding romance on a 'holiday date'. Basically, tourism operators need to bear in mind that in order to appeal to a wide consumer base of single holidaymakers, they need to respond to the financial, social and emotional needs and interests of those who holiday alone. It is recommended that due to the prevailing social stigma associated with being unattached travel operators should focus their offering on safety, socializing and providing a unique experience to those who travel solo. The Rise of Asian Tourists As Asian giants China and India continue to drive world economic growth, the number of Asians traveling abroad is surging. Europe is already benefiting from this trend, with inbound arrivals to Europe from Asia hitting 14 million in 2005, according to the European Travel Commission. With its decreasing and ageing population, Europe can no longer depend on intra-regional travel to sustain its travel and tourism industry. Nor can it afford to ignore the fact that Chinese and Indian tourists spend more on holiday than their European counterparts. Without a doubt, the Asian tourist is pivotal to the future of Europe's travel and tourism industry and European countries now need to take stock and develop their infrastructure and services. China is currently the world's second fastest growing market for outbound tourism, with the number of Chinese traveling abroad growing over 25% a year between 2000 and 2006, according to the latest research from Euromonitor International. In its own right, China now accounts for 50 million outbound tourists in 2006. Of these outbound Chinese tourists, many choose to travel to countries in South East Asia for reasons of affordability and proximity. However, many are now looking to destinations beyond Asia, with Europe next on the itinerary, even though traveling to Europe. Now that the UK has an 'Approved Destination Status' (as of 2005), Chinese tourists can visit all 25 countries of the European Union. Typically, Chinese tourists undertake a ten day tour of Europe, involving multiple destinations, and prefer to curb spending on accommodation to focus on shopping, as they enjoy buying international brands. According to the European Travel Commission, France is the most popular European country for Chinese tourists, with 472,000 Chinese visitors in 2005, while Germany came in second place, followed by Austria and Switzerland. France has been very proactive in attracting Chinese visitors, even organizing a 'Year of France in China', which entailed running more than a hundred events across China to promote France, from October 2004 to July 2005. According to Maison de la France, Chinese tourists spend on average US$3,800 while in France. The other Asian giant that has awakened to tourism is India. Driven by 67% GDP growth between 2000 and 2005, Indians now travel as never before, encouraged by their dynamic aviation sector. Euromonitor International's research shows that 6.1 million Indians traveled abroad in 2005 and those that traveled to Europe spent on average US$5,100. Unlike China, India has benefited from a liberalized open skies aviation sector since 1991. The advent of long haul low cost carriers has helped to build growth momentum in outbound tourism, with companies such as Air Sahara flying from India to European destinations and offering not only low cost flights, but also fly now, pay later deals. The Rise of Business Tourists In addition to the opportunities presented by the rapidly growing numbers of Asian leisure travelers to Europe, there is also huge potential in the business travel sector. As the US introduces increasingly stringent security measures, and difficulties in obtaining visas continue, the shift away from North America to Europe for BTMICE activities (business travel, meetings, incentives, conventions and exhibitions) is likely to intensify. Indeed, over the 2004-2005 period, total business arrivals to the US fell by 10% to 7 million, while in Europe the number of business visitors grew by 8%, to 84 million. The European BTMICE sector is likely to gain even further as Chinese and Indian business travelers choose to come to Europe for meetings, rather than America, to avoid obstacles such as difficulties obtaining US visas. Economics The expected slowdown of GDP growth after the end of the 25 year record of increasing GDP growth - this in global terms - in 2004 has so far been very modest and the economic growth forecasts for the Euro zone has, in fact, risen. This implies that jobs are becoming more stable with wages and security of employment being more ideal. Consumer confidence is also increasing. This is not so say, however, that the tourism should be looking forward to a very robust year because real disposable income are not really rising for most middle income family in most areas of OECD. It just states that the prospect is positive but the tourism firm should take more of a conservative view of the industry. It is only when real disposable income, as measured by the economic institution of the nation, reaches a level which people crosses the threshold were people starts to spend on non-essential goods can the firm take on a more robust view. Fuel prices that have increased for the first half of the year of 2006 has been steadily declining leading to lower air fares Gaining prominence are the low-cost airlines which are occupying leading positions. The reason is: they have wider acceptance, their economic results, and their strong growth in the European and North American markets. Their innovative management strategies should also be pointed out: their use of the new technologies, new business strategies and ways to gain access to customers and the market. This especially goes true for Eastern European countries which saw the establishment of airports with low cost air fares. These airlines expect to enjoy growth rates of over 25%. Technology One medium for gaining clients that is currently gaining popularity is online distribution of travel and tourism services. According to the Carl Marcussen (2007) of the Centre for Regional and Tourism Research, the European online travel sales (not including those availing outside of Europe) has increased by as much as 31% from 2005 to 2006 and reached EUR 38.3 billion in the European market in 2006 - or 15% of the market (up from EUR 29.3 bn. or 12% in 2005). A further increase of about 22% during 2007 to about EUR 46.8 billion is to be expected (18% of the market). The European online travel market could increase by another 8 bn. EUR or 18% in 2008 to approach EUR 55 bn. As shown in Figure 1, The UK accounted for 34% of the European online travel market in 2006, with Germany in second place at 20%. Eastern Europe residents have much room for improvement for making use of online services. In 2006 the breakdown of the market by type of service was as follows: Air travel 56%; Hotels (and other accommodations) 16%; Package tours 16%; Rail 8%; Car rentals (and car ferries) 4%. Figure 1: Percentage of Tourists using Online Tourism Services Source: Marcussen, Carl (2007) The significance of Marcussen's report is that tourism firms and agents would find it appropriate to focus a major portion of their marketing strategy in availing of Internet technology and should develop websites which are attractive, informative and user-friendly. This way, they can gain a wider audience and would also be able to cut down on costs as they could minimize publishing materials and costly billboards. This is true in the case of UK which is significantly becoming online. However, the marketing strategy for other parts of Europe, if the firm wants to expand, will find it still necessary to make use of other means to make their services known. Competitors In the discussions above, we have learned of the singles market and the hype in using online services. There are already existing agencies which have gone online to take advantage of such opportunities. This includes www.thelmaandlouise.com and www.companions2travel.co.uk, www.datingdirect.com, www.match.com and www.streetcupid.com which cater to the singles matchmaking category. However, www.solosholidays.co.uk and www.friendshiptravel.com are amongst those specialist travel operators cleverly catering for young and 'unattached' single travelers looking to meet new people, whilst not highlighting that they are full-blown dating agencies. Furthermore, both Solosholidays and Friendshiptravel stress that there is no single-supplement charge, which supports their appeal in the singles travel market. Eastern Europe as a Tourist Destination Central and Eastern Europe, represented by 11, can also be called, simply, the Heart of Europe. Here, visitors will find everything that is essential to the European experience, from fantastic history to outstanding culture, from romantic ambiance to modern vitality. Every nation in this group is experiencing a new renaissance in each aspect of its daily life, whether that be social, political, economic, cultural or even spiritual. Hotels of high quality but low cost are mushrooming. Air fares are low and regulations of entry have been relaxed due to the accession of these nations to the European Union. Here are some of the nations and their accompanying tourist attractions which we have taken and summarized from the Europe for Visitors Online (2007): Bulgaria As famous for its gorgeous Valley of Roses as for its sunny Black Sea Coast, Bulgaria is blessed with many festivals, not only in Sofia, the capital, but in Rose Valley towns and villages such as Kazanluk, Karlovo, Kanchevo and Pavel Banya. Outdoors, one can enjoy the Prinin National Park or Sreburna Natural Reserve, both UNESCO Heritage Sites. Black Sea Coast resorts, towns and villages of note include Balchik, Golden Sands, Nessebar, Ravda, St. Constantine, Sunny Beach, Sunny Day and Sveti Vlas. In the mountains, famous resorts include Pamprovo, Hisarya and Sandanski. Croatia "The Mediterranean as it once was" is the slogan expounded by Croatia's Tourist Office, and for good reason. A widely recognized "hot destination" for 2006, the nation boasts the marvelous Adriatic coast, with over 1,000 islands. In addition to the attractions of Zagreb, visitors can admire the walled city of Dubrovnik, the Diocletian Palace in Split, and islands such as Hvar. Other spots of note include Pula and Rovinj in the north and Trogir and Cavtat to the south. Additional attractions may be found in Sibenik, Nin and Porec. Outdoors, consider the Kopacki Rit Nature Park, the Kornati National Park, the Velebit World Biosphere Reserve, or the Plitvice Lakes. Czech Republic A magnet for creative artists, musicians and writers since its creation in 1993, the Czech Republic, and especially Prague, remain a favorite with trendsetters everywhere. Outside the capital as well, in cities such as Cesky Krumlov, Karlovy Vary and Olomouc, festivals vie with Baroque architecture and vistas of medieval castles and streets. Other places of note include Marienske Lazne, Holasovice, Ceske Buidejovice, Jindrichuv Hradec and Trebon. Frantiskovy Lazne is a famous spa town. Outdoor targets include hiking and climbing in Cesky raj and Ceske Syvcarsko. Hungary "Unique" best describes Hungary, at the crossroads of history for so long, now a member of the European Union and thriving. Although most visitors target Budapest and Lake Balaton, there is much more than those admittedly marvelous places to see. Szeged and Debrecen are major destinations, as are the towns of Esztergom, Visegrad and Szekesfehervar, all royal capitals. Other major towns of interest include Veszprem, Gyor, Vac and Eger, as well as Holloko, Miskolc and Sarospatak. Nature lovers can enjoy the Northern Balaton National Park, and everyone can take in the spas of Balatonfured or Heviz. Poland An avatar of the "New Europe," Poland continues to attract discerning travelers, as much for its culture as for its scenic beauty. Most visitors head for Warsaw, but many head for Cracow and other major sites. Two other important sites are Gdansk and Zakopane, the latter for outdoor types, who should also try the Trail of Great Lakes. Other outdoor targets include the bicycle route R-1, Bialowieska Forest, or the mountain ranges of the Tatras, Karkonoszes or the Bieszczadys. Spas include Duszniki Zdroj and Krynica Zdroj, which have their own cultural festivals, as do Czestochowa. One of several UNESCO World Heritage Sites is the Wieliczka Salt Mine. Romania The experience that Romania offers is termed as "Romantic" with its gorgeous painted monasteries, fabled castles and authentic medieval villages. Every visitor must see Bucharest, but should not forget the Black Sea Coast or Transylvania. Constanta is the coastal capital, other sites including Mamaia, Jupiter, Venus, Saturn and Mangalia. Painted monasteries include those in Voronet, Sucevita or Moldovita. In Transylvania, check out Brasov, Sighisoara, or Sibiu. Outdoor activities center on the Danube Delta, and then there are spas, such as Eforie Nord, Neptun, Sovata and Baile Felix. Slovakia With the geographic center of Europe lying in Slovakia, this small nation is enjoying its newly found status also at the center of the world stage. In addition to the attractions of Bratislava, the capital, visitors should seek out such places as Bardejov, Banska Stiavnica, Vikolinec and Spis Castle, all UNESCO World Heritage Sites. Famous castles here include those in Cachtice, Cerveny Kamen and Svaty Anton, while spas are the thing in Nimnica, Sliac, Stos, Lucivna, Piestany and Bardejov. For outdoor activities, head to the Tatras, perhaps to climb Gerlach. Slovenia With over half its area covered by forests, Slovenia can assuredly call itself a green nation. Self described as a tiny nation, the country is as full of beauty as it is of surprises. In addition to the capital, Ljubljana, important sites to see include Bled, Maribor, Lipica, Ptuj, Cerknica and Kobarid. Relax at one of the country's 15 health spas, too. One can also travel along Slovenian Wine Roads or Heritage Trails, including the Path of Venus. Outdoor lovers can try hiking trails in the Slovenian Alpine Transverse, or visit the Julian Alps, the Triglav National Park or the UNESCO World Heritage Site of the Skocjan Caves. Ukraine Independent since 1991, Ukraine is rapidly coming into the rhythms of Central European life, introducing a pronouncedly Slavic ambiance into the mix of cultures here. Visitors will want to see not only Kiev, but these other prominent sites: Odessa, Black Sea resorts, the Carpathian Mountains, the Sea of Azov, Kharkov, Donestske and Lvov. In the Crimea, visitors can follow in the footsteps of Jason on the Trail of the Golden Fleece, or visit vineyards for smooth Crimean wine tasting. Recommendations for Market Segments With the discussion that we have presented, we now identify the possible market segments. They are the following: Singles Market Non-European Tourist Market Business Tourist Market Cultural Tourist Groups Market For the singles market, the firm must focus its efforts on the requirements of being alone. We have identified the need to eliminate the stigma associated with traveling alone. Our recommendation is to make the travel more of adventurous yet romantic. Eastern Europe's resort and cultural heritage destinations can provide the necessary backdrop of a memorable vacation. The other segments are actually brought about by developments in other parts of the developing of China and India and the restrictions of US entry. Nations comprising Eastern Europe has been regarded as becoming increasingly safe and excellent as tourist destinations because of their accession to the EU. The firm must take advantage of these emerging markets. We have also seen that promotions of the services can be thru the internet as the populace is becoming increasingly online users. Prices must be competitive and could be set by comparing prices with other companies that are available thru brochures and websites. References: Euromonitor International (2007). World Tourism Market Report for 2006. Euromonitor Publiccations: United Kingdom Europe for Visitors Online (2007). Eastern Europe F - 0. Accessed May 25, 2007 from http://europeforvisitors.com/europe/planner/blp_countries_eastern_europe_f- o.htm Marcussen, Carl (2007). Trends in European Internet Distribution - of Travel and Tourism Services. Centre for Regional and Tourism Research Publications: Denmark World Tourism Organization (2007). World Tourism Barometer. Accessed May 26, 2007 from http://www.world- tourism.org/facts/eng/pdf/barometer/UNWTOBarom06_3_en_Excerpt.pdf Read More