Market Update Germany

Germany Market Update – Germany • Number one outgoing travel market – both in terms of trips as well as overnight stays – and is expected to increas...
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Germany

Market Update – Germany • Number one outgoing travel market – both in terms of trips as well as overnight stays – and is expected to increase by 3% in 2013/2014 • Number one European outgoing market for business tourism and number two European source market for MICE trips • Amount of meetings, overall meetings spent within organizations and number of attendees per meeting in 2014 is expected to increase • Driving factors for destination decision process are compliance, cost and travel time • Other relevant factors are easy accessibility, good infrastructure and assured security • Trends in destination decision: Challenging approval process, local events and preference of non-traditional venues and locations

Market Characteristics – Germany • Large and very fragmented market • Top 5 Corporate Sectors in Germany are: Banking, Finance, Insurance Pharmaceutical, medical, chemical Electronics/IT Industrial Goods Automotive sector • Majority are SMEs • Majority of companies have no events policy or guidelines and no dedicated Events or MICE Manager • Majority of corporate business is booked and organized by intermediaries

Market Characteristics – Germany • Intermediaries are very influential • Variety of MICE agencies • 62% are event/advertisement agencies • 33% are full-service incentive houses • 19% are PCOs • 15% are Tour Operators with incentive departments • 5% are other types of agencies • Destination decision is mostly made by Corporate account – still agencies have influence

Activities to reach the German market

• IMEX Frankfurt

• Industry magazines

• Smaller industry events – such as: • ICJ mice advantage • MICE by melody

Thank you!

Välkommen till Holland 2015

Understanding the Dutch They.. Admire their Royals Have embraced social media Always say what they think Have strange food habits Are champions in cycling Love speed skating, although they hardly have real winters Are famous for their cheeses and tulips Are discoverers Only spend their money after having saved it

Sweden according to the Dutch

MICE market Netherlands • Approximately 100-150 MICE agencies

• 5 Million business related trips per year, 15% was an one day trip. • Main reason for a business trip are incentives, often combined with meetings or workshops • Most trips are in spring or fall

• Challenging market, but picking up

MICE market Netherlands • Important is the fun factor during the trip, however ROI is getting more and more important • Companies mainly use MICE agencies rather than booking directly • The Dutch MICE market is very price sensitive • The traditional destinations, such as Barcelona, Paris and London are popular. Gaining on popularity is Eastern Europe, fe Poland. • There are many MICE branch organizations, such as SITE, MPI, NATM, IDEA

MICE market Netherlands

And many, many more

Changed law work-related expenses Netherlands • Limitation to employee benefits to 1,4% of companies employees costs

• People are a little cautious and reserved due to the incertainty about the new law • Avoid tax by implementing ‘study’ aspect to the trip

Joint opportunities Netherlands  Roadshow 1-on-1 meetings  Ambassadors evening  Kick off campaign  Joint campaign with MICE Magazine

Dankjewel!

Kick Off meeting STO 17 -18 FEB 2015 BELUX market created by Evy Gordts

Introduction BELUX market  Officially the Kingdom of Belgium, is a federal monarchy in Western Europe.

 Founding member of the European Union

 EU's headquarters

 Home of major international organisations such as NATO

• It is a long established fact that a read-er will be distracted by the readable content of a page when looking at its layout. • All the Lorem Ipsum generators on the Internet tend to repeat predefined chunks as necessary, making this the first true generator on the Internet.

 Belgium covers an area of 30,528 square kilometres

 Population of about 11 million people

 3 official languages ; NL ( 59% ) – FR ( 41% ) – DE

 BE political situation : complicated  and complex 

• The standard chunk of Lorem Ipsum used since the 1500s is reproduced.

Market insights – MICE  General info , meeting industry ( 2013 facts – Flanders + BRU region ) •

111 600 meetings / conferences / congresses



74% organized by corporate organizations / 26% by associations



+/- duration 1.3 days ( 27% more than 2 days )



+/- participants 88 ( 15% more than 100 delegates )



Spending per day +/ 173.00 pp



BRU is in top 3 of best EU Mice destinations

 Trends in MICE •

Venues need to be flexible ( prize strategy , location , terms and conditions , packages all in )



Technology ( apps, social media , virtual meetings , smartphones etc )



Thinking out of the box ( experimental travels )



Destination with recreation ( less exotic destinations – create added value )



Share economy : air bnb , book a local , uber taxi’s – role of the event agent



Remains important for us : gastronomy ;-)

Travel Habits •

12,7 MIO commercial holidays/year



Holidays by plane (of the 12.7 million holidays) : 2,9 MIO



Holiday participation level 74% (8.2 MIO)



73% of holidays from Flanders, 28% from Wallonia



45.5% organize their holiday themselves - 54.5% via intermediary ( TO )



Average holiday budget is EUR 2.400



Internet penetration is 81.4%



Internet is main source of information for holidays (58% inform online)



Main holiday month is July



Incentive agents and MICE market are big in Belgium

STO perception in the BE market 

We have 3 airlines flying to STO out of BE : BMA (SN ) – ARN ( SK ) - NYO ( FR )

 SN and SK have very high groups prices for which STO often falls out as being too expensive in comparison with the competitor cities as BCN , MAD etc

 Negative points to counter : bad instable weather , expensive destination

Actions 2014 Travel Magazine Banners • • • •

Leading Travel Trade Magazine in BELUX For 4 weeks we had a banner announcing the travel agent offer I personally send out the rules and conditions to the agents In a short period of time +/- 5 to 10 agents booked a trip to STO

Actions 2014 BBT online

• • • •

Is a networking session + workshop related to mice agencies High quality of buyers , personal contacts Facebook interaction etc 2x a year in 1- Flanders /2- Brussels region

Actions 2014 Travel 2 Magazine •

We invited a journalist over to STO to write about the MICE facilities and opportunities



Travel trade magazine BELUX

Plans for 2015 -Create Stockholm ambassadors -Send out MICE newsletters (1per Q ) ‘ what's hot in STO , events , incentive ideas , new hotels / restaurants etc - Roadshow in BE with SCB & partners - Scandinavian themed dinner with entertainment for agents in collaboration with SN / SAS -Continuous sales calls towards agents , event agencies , associations etc - In constant search for opportunities to put STO on the MICElandmark -Being the STO representative in our markets to indulge agents with spectacular ideas , information about suppliers etc

Thank you!

STOCKHOLM KICKOFF | Feb 17th & 18th 2015 FRANCE by ELISE

The French market • With the instable political situation in North Africa, French MICE agencies tend to offer more and more alternatives to their clients – such as Northern European Destinations • Stockholm is easily accessible with flight connections from Paris CDG but also Lyon, Bordeaux and Nice. Several carriers offer direct connections from those airports to the capital of Scandinavia • Stockholm has positive and dynamic image, it’s a new destination offering a wide range of activities and can seduced all the MICE segments.

Trends for 2015 • Businesses remain attentive to their spending and the study "Global Meetings Forecast 2015" conducted by American Express Meetings & Events confirms that the slogan of the organizers of European events will still be "to do more with less" in 2015. • New technologies: the events’ organizers take advantage of all possible solutions: social networks allowing participants to connect with each other, tablets facilitating interaction with the speakers and other participants...

2014 | A YEAR IN REVIEW

MICE ACTIVITY | Sales Mission, November 2014 • Objectives: • Enhance the destination’s knowledge • Generate direct leads for Stockholm • Position Stockholm as a MICE destination to the trade press • Description: • Organise 3 days of meetings / trainings for the French MICE agencies • Organise a social event to gather the MICE agents and present the destination • Key performance indicator(s): • Number of 1-on-1meetings & trainings: 6 in 3 days / 19 MICE Agents trained • Number of attendees at the event: 19 • Number of press clippings: 6

PR ACTIVITIES | Press releases & press trips • Objectives: • Create visibility and enhance the Stockholm image in the MICE publications • Create an interest for the destination and generate requests • Description: • Maintain the press informed with regular press releases • Pitch story to potential MICE journalists • Organize press trips • Key Performance Indicators: • Number of press trips: 3 press trips • Number of articles published: 18 articles • Advertsing Equivalency: 1,500,000SEK

2015 | READY? ACTION!

MICE Activities | Build new relationships • Meedex workshop in Lyon and Paris • We’ll attend the 2015 edition of the Meedex Lyon & Paris workshop to scan for new clients & potential business • LYON: target of 100 to 120 contacts – MICE agencies, corporate buyers • PARIS: target of 150 to 200 contacts – MICE agencies, corporate buyers • Organize individual Sales Calls: one on one meetings to build new relationships • Fam trips: organize fams trips in Stockholm to have the MICE agents discover the destination and create real Stockholm Ambassadors!

MICE Activities | Strenghten existing relationships • Implement a MICE newsletter in French • Goal: keep the MICE agencies informed of Stockholm assets and news • Periodicity: 1 newsletter every 2 months • Great tool to highlight partners - hotels, venues, DMCs... • Appreciation Event: Cooking Class , a first “taste” of Stockholm” • Organize a master cooking class around Swedish products • The goal is to gather selected agencies around a fun activity and present them Stockholm and its MICE assets • Invite partners to present their products

Continue our PR activities... • Keep working with the MICE publications on the French market to enhance the Stockholm image and USPs • Target relevant media and coordinate individual press trips to enhance the Stockholm image as a MICE destination • Publications: Tendance Nomad, MEET & Travel Mag, Meet In…

AviaCircle UK Presentation By Caroline Stanton

UK MICE Market Trends – Economy 2015

UK MICE Market Trends - Economy 2015 • Mixed outlook for the events industry, and the UK economy as a whole, may not be as rosy as key forecasts suggest, according to Chris Williamson, chief economist at Markit. • Key economic forecasts are positive, with the Bank of England predicting 2.9% growth to the economy in 2015. • Wages are finally higher than inflation, unemployment is at its lowest level since 2008, businesses are investing and wages are expected to rise, which should help drive consumer spending, so the outlook is fairly optimistic.

• The Pound Sterling to Euro (GBP/EUR) exchange rate forecast is to soften on Eurozone Investor Confidence. The single currency strengthened versus many of its major peers after European economic data came in higher than expected. • Key threats over subdued growth in Russia, Brazil, China and India, a slowing down of growth in America plus the prospect of another Eurozone financial crisis will result in conservative expenditure.

UK Market Trends - Destinations

UK MICE Market Trends – Destinations Short haul by Country • City breaks and the MICE sector saw the largest increases while holidays to snow and countryside resorts dipped. • Sweden and Spain have seen similar growth in travel this year while Swiss travellers took 7% more trips and travellers in Denmark and Poland posted a 6% rise. Most foreign travel was taken within Europe, and saw a 3% boost. Bookings through the internet increased 7% while the number of travel agent sales remained stagnant. • Barcelona, Paris and Amsterdam remain strong for Groups delegate nights and Eastern Europe making its mark.

number of groups

Short haul by city/state/resort Number of groups

MICE Market 2014 /15 Trends

UK MICE Market Trends 2014 54% Of UK Meetings are held in Europe

International Confex

Is the most attended MICE trade show by UK Agencies

50% of incentive travel planners will increase their budget in 2015

Lack of Free Wi-Fi

Issue causing most Dissatisfaction and £370 million is spent each year for British companies

43

Sources: Meetings & Incentive Travel’s 2012 Trends & Spends survey2012 Incentive Travel Survey BMEIS 2011/12

61%

Choose venues that are ease of access (air, rail, road Links)

Twitter is the

most popular social media

43% who booked

congress venues used Convention hotels

18%

of Corporates are still using Luxury venues

UK MICE Market Trends – Trends 2015 • More than 50% of incentive travel planners will increase their budget in 2015, according to a study by the Incentive Research Foundation. • 50% of planners will spend more than £2,500 per person on incentive trips in 2015 as the industry continues its postrecession recovery. • Research found that planners are concentrating on different types of experiences for attendees with an increased focus on wellness programmes such as mountain-bike adventures, cooking classes and exotic spa treatments.

• Meetings business is heading for Europe for the added incentive element. Andrew Barlow, head of event management at Ian Allan Travel, said: “There are two factors driving clients across sectors choosing to hold their events in Europe; namely a postrecession return of confidence, and secondly a desire to include an incentive aspect to the meeting at hand, by choosing the continent. • The Meetings Show 2014 saw a staggering 25% increase in visitor numbers with 3,097 visitors attending over three days. Of this figure, 721 were hosted buyers and 2,376 were trade visitors.

UK Successful Sales Missions 2014

Sales Mission & Event London 2014/15 Building Relationships with new & existing Trade partners Destination & Partner training on Stockholm In-house & at the event Fun , informative events with good Scandinavian Food, drink, presentations and prizes Follow up enquiries for Stockholm, FAM trips and Industry events

Thank you!

Germany - Elisabet Kulmer: [email protected] +49 152 0565 8444 Netherlands - Marthe Van Leuuwen: [email protected] +31 206 54 15 65 Belgium - Evy Gordts: [email protected] +32 484 47 98 70 France - Elise Boisson: [email protected] +33 153 43 79 16 UK - Caroline Stanton: [email protected] +44 782 500 15 42