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GETTING TO KNOW YOUR TOURIST

GETTING TO KNOW YOUR TOURIST. Tourist Behavior Patterns & Tourist Market Profile 04 July 2013. Outline. Tourism Marketing Services How many foreigners arrive in the Philippines? Where do they go in the Philippines? Who are YOUR tourists?. Tourism Marketing Services. INTANGIBILITY.

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GETTING TO KNOW YOUR TOURIST

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  1. GETTING TO KNOW YOUR TOURIST Tourist Behavior Patterns & Tourist Market Profile 04 July 2013

  2. Outline • Tourism Marketing Services • How many foreigners arrive in the Philippines? • Wheredo they go in the Philippines? • Whoare YOUR tourists?

  3. Tourism Marketing Services INTANGIBILITY • CHARACTERISTICS OF SERVICE MARKETING SERVICES VARIABILITY INSEPARABILITY PERISHABILITY

  4. Tourism Marketing Services • CHARACTERISTICS OF SERVICE MARKETING Image, hospitality, courtesy, friendliness, helpfulness, ambiance, security, etc. TANGIBLEELEMENT the natural environment, hotels, restaurants, resorts, food, support facilities like airports, aircraft, roads, food, destination, festivals, etc.

  5. Tourism Marketing Services

  6. Tourism Marketing Services Thus, the tourism product we are offering is: • We are successful IF the guests goes home with a positive and memorable experience and tell their friends about it back home MEMORABLE DELIGHTFUL TOURIST EXPERIENCE

  7. Tourism Marketing Services GLOBAL TRENDS IN TOURIST BEHAVIOR

  8. Tourism Marketing Services

  9. Tourism Marketing Services GLOBAL TRENDS IN TOURIST BEHAVIOR

  10. Tourism Marketing Services

  11. Tourism Marketing Services

  12. Tourism Marketing Services • 3 TYPES OF MARKETING IN THE SERVICE INDUSTRIES COMPANY “Moment of Truth” INTERNAL MARKETING (enabling the promise) EXTERNAL MARKETING (setting the promise) Satisfaction, Quality & Brand Loyalty EMPLOYEES CUSTOMERS INTERACTIVE MARKETING (delivering the promise)

  13. Outline • Tourism Marketing Services • How many foreigners arrive in the Philippines? • Wheredo they go in the Philippines? • Whoare YOUR tourists?

  14. Philippine Top Markets 2012 vs. 2011 Top Markets By Volume

  15. Philippine Top Markets The high-growth targets represent a relatively modest increase in the current market share of forecast in outbound travel from the key markets

  16. Outline • Tourism Marketing Services • How many foreigners arrive in the Philippines? • Wheredo they go in the Philippines? • Whoare YOUR tourists?

  17. Where do they go? Source : DOT Regional Offices/Local Tourism Offices/Accommodation Establishments 2009 and 2010 (January to May)

  18. Where do they go? Outside Metro Manila by Nationality Source : DOT Regional Offices/Local Tourism Offices/Accommodation Establishments

  19. Outline • Tourism Marketing Services • How many foreigners arrive in the Philippines? • Wheredo they go in the Philippines? • Whoare YOUR tourists?

  20. Other Markets M MIDDLE EAST

  21. THAILAND Market Profile / Characteristics • Profile: • Visitors to Philippines • Tour groups on Leisure • FITs • 33% of population live in urban areas • Affluent society: 46% of population are upper to middle class • Preferences • Sightseeing - Scenery & nature • Rest & relaxation • Shopping • Greater number of women participating in society • Information sources: travel agents and internet evenly balanced; TV • Very family oriented • Tend to book last minute • Safety and security • Variation in activities to do at the destination • Language Major Concerns

  22. INDONESIA Market Profile / Characteristics • Profile: • Visitors to Philippines • Tour groups on Leisure 38+% • FITs 25+% • Rapidly growing middle (61%) & upper class (17%) • Preferences • History & culture • Scenery (coastal) • Shopping • More relaxed interpretation of Islam • Information sources: internet & TV • Booking: traditional travel agencies, 3-4 weeks before peak season • Family friendly destination • Safety and security Major Concerns

  23. VIETNAM Market Profile / Characteristics • Profile: • Visitors to Philippines • Leisure tour groups - majority • FIT • Independently organized tours becoming popular • Preferences • Shopping • Entertainment • Youth and Young Professionals - major drivers of consumer market: Education, Fashion, Communications, Leisure, and Travelling • Information sources: Travel Agent, Internet, & Word of Mouth • Tourist friendly destination • Safety and security Major Concerns

  24. RUSSIA Market Profile / Characteristics • Profile: • Visitors to Philippines • Groups • Education tourism-go abroad to learn • a foreign language • FITs • Adventurous, active, sociable, look for new experiences & entertainment • Flexibility & fun • Russians book very late • 80% of holidays are sold in the last 4 weeks before departure • 72% of Russian tourists pay for their holiday in cash • Extravagant Spenders- Expect 24 hours service : seafood, spicy • Direct flights & direct access to beach destinations • Language barrier • Quality of services/products delivered vs. advertised • Delays in confirmation due to last minute bookings • Preferences • Spas • Sports facilities • Culinary delights Major Concerns Source: Monitor Group Study

  25. INDIA Market Profile / Characteristics • Profile: • Visitors to Philippines • Businessmen • Incentive groups • Families • International travel is 2nd highest desire • Preferences • Shopping • Nightlife entertainment • Indian food • Likes to combine 2 cities • Average stay per foreign trip from 1-3 weeks • Book very late • Entry restrictions • Price • Food • Ease in travel: distance, visa, language, activities • for children Major Concerns

  26. OTM India

  27. MIDDLE EAST Market Profile / Characteristics • Profile: • Visitors to Philippines • Families Groups 10-15 pax • World’s highest spending traveller • Preferences • Beaches • Spas • Shopping • City Life • Information sources: word-of-mouth, wife spouse, entertainment • Long vacations: 1-2 times annually, 3 weeks at a time • Halal food or accommodation with cooking facilities • Very safety conscious • Preferences… • Entertainment & sightseeing • Medical tourism Major Concerns

  28. Arabian Travel Mart

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  30. GERMANY Market Profile / Characteristics • Profile: • Visitors to Philippines • Leisure traveller • Long-stay (30% stay 15-30N, 27% stay 11-14N) • Big spenders on holidays abroad • Most number of legal holidays • Travel during winter months • Preferences • Shopping • Sightseeing • Diving • Beach holidays • Intimacy • Exclusivity in hotels & resorts • Safety and security • Price sensitive Major Concerns Source: Monitor Group Study

  31. ITB Booth

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  33. UNITED KINGDOM Market Profile / Characteristics • Profile: • Visitors to Philippines • FITs • Divers – a large segment • Information sources: brochures, web, friends and colleagues • 2nd largest outbound market worldwide • Big spenders on holidays abroad • Go to destinations in Eu but SEA share is growing • Awareness on the Philippines is high • Travel during summer & Christmas • Security and Safety • EU ban, blacklisting Philippines as one of the countries deemed to have unsafe aviation • Accessibility to destinations & facilities like hospitals • Value for money • Traffic and pollution • Preferences • Hotels • Fun • Beaches • Nature Major Concerns Source: Monitor Group Study

  34. London International Dive Show

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  36. MALAYSIA Market Profile / Characteristics • Profile: • Visitors to Philippines • FITs - growing • Broader age-group • Travel through-out the year now not just during Moslem holidays • Availability of LCCs • Price sensitive • Preferences • Leisure activities • Adventure • Beach holidays • MIE • Sports activities and diving • Security conscious • Availability of right food for Moslems Major Concerns Source: Monitor Group Study

  37. MATTA Fair

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  39. HONG KONG Market Profile / Characteristics Profile: Visitors to Philippines Group Tours FITs Families Travel 3x annually Need Mandarin speaking guides to avoid miscommunication Seek flexibility in requests Preferences Fresh good tasting food served buffet or family style Seek good service standards, assertive with their preferences Information sources: word of mouth, visitor comments via internet – travel forum, Facebook & blogs Book online or thru travel agent; short lead time to plan & decide (3-4 weeks before departure) Value for Money packages is the top concern in selecting destination & activities Security & safety Negative publicity about the Philippines Major Concerns

  40. International Travel Expo (ITE)

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  42. CANADA Market Profile / Characteristics • Profile: • Visitors to Philippines • Fil-Cans / VFRs • Foreign Individual Travellers (FITs), also prefer to travel alone or with spouse • Younger tourists doing caving, wildlife, & diving • Demand safety, cleanliness, convenient infrastructure, & English • Want friendly, fun, & relaxing destination • Preferences • White sand beaches • De-luxe resorts • History & culture • Friendly, fun, & relaxing holiday vacations • Shopping • Sightseeing • Safety & security • Cleanliness • Airport formalities • Lack of road signage • Traffic & pollution Major Concerns

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  44. SINGAPORE Market Profile / Characteristics Profile: Visitors to Philippines Foreign Individual Travellers (FITs) Cash rich but time poor – break from daily work & study Values time and strictly adhere to itinerary Mix or high end & bargain shopping is important High-end traveller during Lunar New year Long haul trips to Europe & US are immensely popular Preferences Economical short haul destinations Price sensitive but always looking for quality destinations Beach resort destinations like: Malaysia, Indonesia, Thailand, & China favoured destinations due to proximity Information source: internet Security & safety Negative publicity about the Philippines Major Concerns

  45. NATAS Booth

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  47. AUSTRALIA Market Profile / Characteristics Profile: Visitors to Philippines Foreign Individual Travellers (FITs) Tipping is not in their culture Preferences Nature and local cultural experience Wellness / medical tourism Cruise New destinations Shopping for both bargain and high end items Information Sources: TV/ print/ radio features Security and safety Negative publicity about the Philippines Limited direct access to the Philippines Major Concerns

  48. AIME Booth

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  50. TAIWAN Market Profile / Characteristics • Preferences • Uni-destination (Point-to-Point) trips • Fresh food / good tasting food served buffet or family style Profile: Visitors to Philippines Group tours Foreign Individual Travellers (FITs) Usually travel in groups Need Chinese speaking guides to avoid confusion Seek flexibility in requests Price sensitive on tour package price – other Asian tour packages are getting lower Increasing interest in special tours with more consumer value Appreciate good service standards Security & safety Negative publicity about the Philippines Major Concerns

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