German Market A Strategy for Growth 2018-2025 Wednesday, 24 January, 2018
Niall Gibbons Chief Executive
Chair of Steering Group John Healy Managing Director
Steering group
The process Analysis of Consultation Consumer Strategy and Monitoring and existing data with Industry and research Action Plan Implementation: Trade conducted developed 2018 and beyond ?
SIZE OF THE PRIZE
Scale of ambition Scenario 1 Scenario 2 € 4m € 4m Budget 2017 Budget 2017 € 7m € 9m Budget 2021 Budget 2021 Visitor numbers Visitor numbers 800k +20% 860k +29% 2018-2021 2018-2021 Holidaymaker Holidaymaker € 375m +27% € 400m +36% revenue revenue 2018-2021 2018-2021
German market context OPPORTUNITIES CHALLENGES Revenue growth in Interest in Ireland Competitiveness Capacity 2012-2016 is strong and VFM +62% and opportunities for Northern Ireland Clear focus on Access growth Greater Impediments on Culturally Curious forecast engagement by ‘path to purchase’ industry
WHAT THE RESEARCH TOLD US…
Path to Purchase Make Ireland more distinctive Be visible where Germans Online for planning looking and booking WOW Multiple sources Price upfront Family/friends, word of mouth Guidebooks Online
Best prospects for continued growth Culturally Curious Great Escapers
Seven priority areas Product and Market and Brand and marketing Distribution and experience consumer insight purchasability Access Regional and seasonal Industry activation development and collaboration
Brand and Invest more in marketing distinctive, outstanding and engaging communications Promote both Provide iconic and new compelling experiences reasons/ motivations to visit Ireland More agency alignment
Distribution and purchasability Make the island of Ireland more visible where Germans look and book Highlight easy access Make Ireland easy to buy ONLINE TRADE
Product and experiences Exploit Living experience historical brands stories Active in nature Tourism infrastructure
Market and consumer insights Ensure consistent messages across Share all agency and insights industry actively promotions
Access Work with airports and carriers to encourage new NI routes Case-make for new routes More co- operative campaigns with carriers
Regional and Season Season development extension Regional development initiatives More open Northern in shoulder Ireland season proposition of scale
Share Industry activation same & collaboration messages Understand German consumer More sales opps Joined-up for industry thinking partners Make value offers more prominent and monitor
Zoe Redmond Manager - Central Europe
Action Plan Brand and Product and • New ‘differentiating’ creative - • Build on and promote our strong marketing experience TV/digital experience brands/establish NI proposition of scale • More brand-led coop campaigns • Assist FI and TNI in preparing industry • New range of online videos partners to target German market (regions/seasons/barriers) • TI/FI/TNI and industry pilot off-season • More sharing of content/imagery with initiatives partners Distribution Market and • Increase visibility where Germans are • Develop actionable insights from our and purchas- consumer looking and booking research and monitoring of ability insight market/consumer trends • Work with partners to develop value for money initiatives • Share German market/consumer insights with agencies and partners to inform experience development
Action Plan Access Industry • Work with airports to case-make for • Continue successful collaboration with activation new routes of strategic importance, agencies, industry partners and other and particularly to NI and regions stakeholders to ensure greater collaboration alignment towards shared goals • Work with carriers to help drive demand for new and existing services, • Promote better sharing of information particularly in the shoulder season across agencies and industry partners
Orla Carroll Director of Strategic Development
Action Plan Distribution Brand and • Share in-depth product updates to • Work with Tourism Ireland to ensure marketing and purchas- buyers/intermediaries aware of product inform Tourism Ireland and industry ability development pipeline marketing in Germany • Encourage the industry to promote • Share relevant content developed for value for money offers the Domestic market with Tourism Ireland and industry for use in Germany • Develop sales/brand toolkits to ensure industry is German market ready • Provide industry with skills and tools to be active at appropriate stages of the consumer journey • Develop season extension initiatives which also enhance value for money Market and • Partner with Tourism Ireland on a consumer combined, over-arching research insight strategy
Action Plan Access Product and • Focus on developing experiences of • Work with the industry to capitalise on experience greater appeal, particularly those that opportunities arising from new and facilitate a connection to landscape existing routes • Extend the range of things to see and do, particularly iconic historic attractions • Deliver new experiences and products to support regional and season extension • Increase availability of German interpretation and guiding at key attractions Industry • Develop toolkits to assist the industry to • Implement mechanisms to increase activation become German market ready capacity and to fill under-utilised and capacity at attractions collaboration • Evaluate and define niche opportunities in the German market
Rosemary Lightbody Experience Development Manager
Action Plan Brand and Product and • Share in-depth product updates to • Define and establish Northern Ireland’s marketing experience inform Tourism Ireland and industry new proposition of scale marketing in Germany • Develop a range of compelling • Share relevant content developed for experiences that showcase NI’s the domestic market with Tourism distinctiveness Ireland and industry for use in Germany • Evaluate and define niche opportunities in the German market and bundle outdoor activities • Ensure NI food is showcased in all communications and experiences • Strengthen links between NI holiday experiences and those in neighbouring Distribution • Work with members of the NI industry counties, particularly in border areas and purchas- whose product is German market- ability ready, to enhance marketing and sales skills • Encourage the NI industry to take advantage of the competitive exchange rate
Action Plan Industry Market and • Organise a workshop for NI industry • Partner with Tourism Ireland on a activation consumer combined, over-arching research that highlights opportunities in the and insight German market strategy collaboration Access • Maximise opportunities around the Berlin-Belfast route
Eoghan O’Mara Walsh Chief Executive
Industry Action Plan Brand and Product and • Align industry marketing in Germany • Maintain the highest visitor satisfaction marketing experience with Tourism Ireland campaigns and ratings messages to maximise appeal of brand • Continue to offer good value for money experiences holidays • Encourage the use of the strong • Case-make for government charges to imagery available from the agencies remain competitive and also encourage greater use of • Encourage industry to develop more toolkits accommodation • Case-make for enhanced marketing • Work with FI and TNI to increase resource for Tourism Ireland availability of German language interpretation and guiding Distribution • Increase industry use of online booking and purchas- channels ability • Encourage greater participation in German sales trips and promotions • Foster initiatives that boost travel to the regions and help extend the season
Industry Action Plan Industry Market and • Case-make for greater investment in • Leverage German market/consumer activation consumer tourism development insights available from TI, FI and TNI to and insight boost business • Encourage more private sector collaboration investment in accommodation and attractions to spur competition and growth • Support FI and TNI by encouraging investment in large-scale tourism development • Encourage the industry to work with agencies to exploit the island’s great food Access • Make more of opportunities presented • Work with Failte Ireland to ensure the by new and existing air and sea services Lakelands/Midlands brand appeals to • Case-make for the second runway and the German market other infrastructure at Dublin Airport
SIZE OF THE PRIZE
Scale of ambition Scenario 1 Scenario 2 € 4m € 4m Budget 2017 Budget 2017 € 7m € 9m Budget 2021 Budget 2021 Visitor numbers Visitor numbers 800k +20% 860k +29% 2018-2021 2018-2021 Holidaymaker Holidaymaker € 375m +27% € 400m +36% revenue revenue 2018-2021 2018-2021
Thank you
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