Agenda • Who is Skyline Enterprises? • Market overview • Understand our types of sales calls • Type of visitor to New Zealand • Distribution channel • IE is your product Trade Ready • Commission on product for Trade = Generally starts at 20% • Key Partners • Going to Market = What are we selling? • Market view = Singapore = Identify new opportunity’s for your business
Tourism Arrivals Growth Since 2011 Year (ended January) Total Arrivals Increase % Increase / Decrease 2011 2,533,945 62,941 2.5 2012 2,602,730 68,785 2.7 2013 2,558,416 -44,314 -1.7 2014 2,749,504 191,088 7.5 2015 2,867,386 117,882 4.3 2016 3,172,941 305,555 10.7 2017 3,648,000 475,059 14.9 Source: MBIE Stats as of end of October 2017
Tourism Arrivals – Type of Tourist Type of Tourists arriving to New Zealand • FIT = Free independent travellers • Backpacker • Coach Tour Controlled • Coach Tour Uncontrolled • High End = Luxury • Conference and Incentive
Tourism Arrivals – 2017 - 2018 What’s Happening across our key markets year end April 2018? 1,474,592 337,584 444,864 251,424 101,440 68,288 20,850 Up 2.9% Up 5.4% up 11.1% up 10.30% down 2.9 % up 3.7% Up 35% 64,256 93,856 54,500 102,224 56,600 25,776 20,500 Up 19.5 % Up 13.1% Up 21.3 % Up .2% Up 2.5% Up 1.6% Up 13.4%
Skyline Offshore Market Planned 2018 Where is the Skyline Group working in the offshore market? Sales calls Sales Calls Kiwi link China Kiwi link UK and Europe Sales Calls Sales Calls Tradeshow Kiwi link USA Sales Calls Sales Calls Kiwi Link C and I roadshow Kia ora South China Sales Rep Kiwi link India Sales calls Sales Calls Kiwi link SEA Sales calls Sales Calls Kiwilink SA Frontline Training Kiwi link SEA Kiwi link SEA Sales Calls Kiwi Link Sales calls Kia Ora South
Questions?
Sales and Negotiation = Key Account Management
Key Account Management WHY?
Key Account Management The hardest business to get is the business that you have just lost!
Key Account Management Understanding our sales calls • Sales Call = Activity seeking new business from new accounts or existing accounts • Service Call = Existing account providing business = update on product / hosting • Awareness call = Emerging market, info on product, itinerary planning = They give info to the client who books in NZ
Key Account Management Mistakes we make • Lack of follow up on meetings • Key inbound operator said that less than 50% of people of the people they meet at TRENZ will follow up • Lack of respect for a new operator • Every new lead has the potential to be more business for you • Spend too much time chasing the big accounts • A lot of the larger inbound operators have locked in tours = there is loyalty in the market and takes time to change • Don’t value the small accounts • 5 small accounts giving you $25,000 loyally every year is better than one big account of $100,000
Distribution Channel
Inbound Relationships are Key
Key Inbound partners
Before Going to Market Identify who are the key players in the market Is your product ready to goto market? • Commission = Are you paying enough commission to make it work • Yield when paying commission • Return on investment Go and visit the key inbound operators in New Zealand before heading overseas
Going to Market What are we selling?
Going to Market
Going to Market A helicopter ride or a boat ride is not what makes people come to NZ = It is the country’s entire offering
Going to Market When going off shore we need to remember the order of selling: • New Zealand first • Understand your audience • Where are they travelling? • North Island / South Island • Is there an opportunity to sell your product • All to often people do the hard sell on their product without understanding the market or clients needs
International Sales Start in NZ
Case Study Singapore = Established market
Singapore
Singapore Market overview • Singaporeans come to New Zealand to enjoy the open space, scenery and fresh air, with visitor arrivals topping 56,600 in the year ending April 2018. • Traditional peak travel seasons in Singapore are: mid-November to the end of December; the last week of May to the last week of June; Chinese New Year; Hari Raya in July or October; and Deepavali in early November. • Singapore’s luxury travel market offers considerable opportunity for New Zealand, with local demand of high end travel matching the Asian-wide upswing. Key insights • Travel agents are still the primary mode of booking for travel packages, however there is a growing trend towards direct online booking for airfares and land packages. • There is an increasing trend of last-minute bookings due to online tactical fares and lower/more competitive land packages. •
Key inbound accounts Two Key players in Singapore Chan Brothers Group Touring = Pan Pacific Travel FIT Bookings = General Travel Dynasty Travel Group Bookings = Winchester Travel FIT Bookings = Pan Pacific / General Travel
Singapore Singapore Market • Need to be on the main touring route to break into the Group market • Inclusions are generally iconic products • Optional tours are big into the Singapore tour market • Tour commission usually split between Guide and company • Long history of loyalty to existing programs • Smaller operators tend to follow the lead of larger operators • If your product is not on the main touring route then FIT is where to look
Conclusion = Key points • Ask the inbound operators • The most important sales calls are with them • Take on board what they tell you • Is your company / product ready to take offshore? • Does your product fit the market • Relationships are key • Follow up on appointments • Check your Return on investment • Does the trip stack up? • Have a mentor that you can bounce ideas off? • Don’t be scared to ask questions of people in the industry
Questions?
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