LITHUANIAN STATE DEPARTMENT OF TOURISM
SPANISH MARKET 3rd September 2013
AGENDA • Market Overview • Achievements • Upcoming activities 2013/2014 • Strengths & Opportunities 2
MARKET OVERVIEW
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MARKET OVERVIEW: SPAIN
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Population (2013):
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GDP per Capita (2012): €30,000
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2 main cities: Madrid (3,2M pax) Barcelona (1,6M pax)
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Other major cities: Valencia, Bilbao, Seville, Alicante & Mallorca
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Annual leave: 30 holiday days (on average)
47,27M
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MARKET OVERVIEW: SPANISH OPERATORS •
Over 8,000 travel related businesses: tour operators, travel agencies & OTAs – Main Tour Operators: Viajes El Corte Inglés, Barceló, Globalia & Catai Tours – Main Travel Agencies: Viajes El Corte Inglés (30% mkt share*) Carlson Wagonlit Travel (6,5%) Viajes Eroski (2,4%)
Viajes Halcón-Ecuador (15%) Barceló Viajes (6%)
– Main OTAs:
Rumbo (6%) Atrápalo (3%)
eDreams (16% mkt share) Logitravel (3,8%)
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Concentration of travel agencies: small agencies become franchises of big chains due to crisis & OTA´s growth. 2008 :12,000 travel agencies vs 8,000 in 2012
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Steady growth Online Trave Agencies: OTAs gaining ground on traditional agencies (sales volume increased in ´12 by 5% vs ´11).
* Market share related to sales volume of the 9 largest travel agencies + OTAs in SP.
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MARKET OVERVIEW: TRAVELER´S PROFILE AND TRENDS •
Use of internet: 81% of Spaniards use internet to find information about the destinations (Lithuania.Travel in Spanish)
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Familiarization with OTAs: e-commerce upwards trend in Spanish Travel Industry
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Tradional Travel Agencies as sales channel - tourist package - for non mature destinations (e.g Lithuania). Spaniards who travel to the Baltics visit the 3 Baltic States
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Seasonality: June -September,peak period for Spanish travelers (applicable to Lithuania)
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Price sensitivity: - increasing trend due to crisis. Negative impact in travel destination, lenght of trip, expenditure and ways of transport (positive for Lithuania =currency exchange). Consolidation of low cost carriers (applicable to Lithuania)
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Late bookings: 60% bookings with less 1 week in 2012 (not applicable to Lithuania)
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Spaniards´ Travel Motivations: cultural heritage, urban tourism, shopping, gastronomy & active tourism (applicable to Lithuania: Vilnius, Trakai, Kaunas...) 5
MARKET OVERVIEW: TOURISM FIGURES
Year
Total trips by Spanish residents
Total overseas trip by Spanish residents
Expenditure Spanish travelers abroad
2011
160 M (+1,8%)
13,3M (+7,8%)
€12,4Bn (-1,9%)
75% increase arrivals of Spaniards in LIT , 29,2 thousand
2012
158M (-1,3%)
12,1M (-8,7%)
€11,9Bn (-4,5%)
Spanish tourist trips to LIT = 25,2 thousand (-13%)
2013
Jan-Jul: 86,4M (-6,4%)
Jan-Jul: TBC
TBC
General negative trend but TOs & TAs highlight increase of demand for summer 13
2014
Too early to forecast
Comments
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ACHIEVEMENTS
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COOPERATION WITH TRAVEL INDUSTRY
•1 Seminar in MAD with TO Catai (39pax)
•1 Seminar in BCN with TO Catai (32pax) •1 Presentation in BCN about Amber Road (>45 pax) •Attendance Travel Show SITC & ACAVA´s workshop in BCN
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E - MARKETING •Full translation of the website lithuania.travel into Spanish •Twitter Account •Facebook Account
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ADVERTISING CAMPAIGN - Strategic campaign planning - Ad design and production - Ad insertion + editorial
- Monitoring - Media selection and planning
TRADE MAGAZINE MUNDO INEDITO
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COOPERATION WITH LOCAL MEDIA - Close relationship with both journalists and travel bloggers - Regular contact con both offline and online media - Ad Value achieve in Q1 & Q2 (press release & articles about Lithuania = 150,000 Euros
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UPCOMING ACTIVITIES 2013/2014
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COOPERATION WITH TRAVEL INDUSTRY
•Mainly focused on MAD & BCN
•1 Seminar in Valencia with key operator (25-30pax) •1 Seminar in Bilbao with key operator (25-30 pax)
•Attendance MICE show EIBTM in BCN and Travel show FITUR in MAD
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E - MARKETING •Online quiz on website lithuaniia.travel / facebook •3 month quiz
•1 winner per month (trip to VNO for 2 pax)
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COOPERATION WITH LITHUANIA EMBASSY IN SPAIN - Presentation of Lithuania as a tourist destination within the celebration of the World Tourism Day - Date: 24th September 2013 - Venue: UNWTO´s Headquarter in Madrid - Support to the Lithuanian Embassy in Madrid in its institutional events and appointments
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STRENGTHS & OPPORTUNITIES
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STRENGTHS & OPPORTUNITIES Strengths Not a mature destination - New destination for the Spanish consumers
Opportunities Press trip to Lithuania with key travel media
Baltics States + Finland: consolidation tourist Room for improvement in terms of package by SP operators despite the crisis awareness, Lithuania as a stand-alone destination Affordability: good exchange rate € - Litas
Street marketing campaign to target final consumer in BCN (Basket World Championship 2014 in Spain). “Lithuania, land of basketball”
Easy & affordable access: low cost direct flights BCN –VNO by Ryanair and Wizzair
Direct flight MAD – VNO (summer´13 Iberia´s route MAD – Riga)
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Ačiū!
