Netherlands Product Deck. Slide no. 2 © South African Tourism 2012 Contents SA Tourism Mandate, Key...

Netherlands Product Deck

Slide no. 2 © South African Tourism 2012

Contents

• SA Tourism Mandate, Key Strategic Objectives and Strategy

• Overview of Dutch Tourists

• How many tourists come to SA

• How do they look for travel information

• How do they book

• How to delight them

• How we attract them


Contents









Mandate and Key Strategic Objectives is the Vision for Tourism

Sustainable GDP Growth

Sustainable job creation

Redistribution and

transformation

The mandate to SA Tourism

is ...

. . . through six key

objectives . . .

. . . by acting in a

focused way to . . .

Understand the market

Choose the attractive segments

Market the Destination

Facilitate the removal of obstacles

Monitor and learn from tourist experience

Facilitate the product platform

Increase in tourist volume

Increase in tourist spend

Increase length of stay

Improve geographic

spread

Improve seasonality

patterns

Promote transformation

Mandate and Key Strategic Objectives


Fifth Portfolio Review Outcome to be implemented effective 01/04/2014After Extensive Peer Review process .

Africa AMERICAS ASIA & AUSTRALASIA EUROPE & the UK

CORE MARKETS

Angola Domestic

KenyaMozambique

Nigeria Tanzania

BrazilUSA

AustraliaChinaIndia

FranceGermany

NetherlandsUK

INVESTMENT MARKETS

BotswanaDRC

GhanaLesothoUganda

Zimbabwe

Canada JapanSouth Korea

Italy Russia

TACTICAL MARKETS

NamibiaUAE

Zambia

Singapore Switzerland

WATCH-LIST MARKETS

EthiopiaMalawi

Swaziland

Argentina New Zealand Austria Belgium

Denmark FinlandNorwaySpain

Sweden Turkey

STRATEGIC IMPORTANCE

Egypt, Israel, Morocco, Saudi Arabia, Tunisia,

Malaysia

Countr

y M

anager

Regio

nal D

irect

or

Sta

kehold

er

manager

Responsibility

TR

M:

Glo

bal


Contents









Consumers: Target Segments Where to Focus: Breakdown of Total Market

To take in account economic changes, the income floors for the target market was revised in 2006. The new target market size is of 4.1 million, or about 68% of the previous market estimate

Total Number of People in Our

Market

Segments Who Are Positive about SA

3: Convertible Short-haul

314k

7: Convertible Positive

Apathetics 113k

8: Experienced Family Explorers

580k

10: NSSA 399k

11: Senior Explorers

159k

12: Been Theres

178k

9: Wanderlusters

398k

Focus Segments

10: NSSA 399k

11: Senior Explorers

159k

12: Been Theres

178k

9: Wanderlusters

398k= 1,134k

= 2,141k

Who are in the top 3 social

classes (A, Bb, Bo only)

16.3 million(100% of total)

Between the ages of 18 and 70

And, who have travelled

internationally for leisure in the past 5

years




Total Dutch population


But there are Two Core Segments in our international leisure focus

The other segment categories are pursued on a tactical or opportunistic basis only.

The ‘Next Stop South Africa’ (NSSA) segment The NSSA segment represents our traditional market. They are wealthier experienced international travellers, usually between the ages of 40 and 60 whose children (if any) have left home. They typically look for natural beauty and authentic cultural experiences. They prefer independent or small group travel, and look for luxury and comfort as part of their experience. Safety is a key consideration when choosing a new destination. Safari is a big draw-card when travelling to Africa.

The ‘Wanderluster’ Segment

The “Wanderluster” segment is made up of younger singles or couples between the ages of 25 and 40 and generally do not have children. They are young urban

professionals earning higher incomes, and they already have considerable travel experience. Their desired experience centres on nature, culture and adventure with a strong liking for “urban vibe”. While also concerned with

issues of safety and comfort, these consumers are driven more by the emotional appeal of a destination compared to the more practical NSSAs. They are generally more positive about South Africa in every market than any other

segment but they also want to travel the world.


Travel gives the Dutch a chance to do activities that they will not when in their homeland and allows them to have a sense of achievement

Be Active

Behaviour of the Dutch Travellers (1/2)

Travel allows the Dutch to escape from the routine and discover ‘different’ things; it helps them gain a new perspective on life and allows them to try new activities

Travel Allows the Dutch to…1

Travel gives the Dutch an opportunity to break away from the shackles of their monotonous routines and seek ‘freedom’

It helps them disconnect from their lives back home and move away from the stick rules and regulation of the Netherlands

Break the Routine

Travel gives the Dutch a chance to break free of the obligations they face on a daily basis and to lose all their inhibitions

It gives them the opportunity to be carefree again as they were when they were children

Lose Inhibitions

Source: Insight Activator Workshop, The Netherlands, 2013

Travel allows the Dutch to discover new things in life—new cultures, people, landscapes and self—instils a sense of achievement and excites them

Discover

Travelling to less privileged destinations gives an opportunity to the Dutch to compare lives of local with their lives back home and appreciate it

Go Back to the Basics

Travel allows the Dutch to visit destinations with scenic landscape and varied biodiversity

It gives them a chance to blend in a natural setting, which is not possible when they are in their homeland

Be Close to Nature


Behaviour of the Dutch Travellers (2/2)

They seek destinations where they can interact with locals, see wildlife and stand out-of-crowd; they prefer destinations that give them more for their money

They Seek Destinations Where They Can… While Planning their Trips, they Seek…

The Dutch travel to destinations where they can get more for their money

Value for Money

2 3

The Dutch want to visit countries where they can interact with the locals and learn about them and their way of living, their culture and history

Meet the Locals

While travelling, the Dutch want freedom and special attention

They seek hospitality and do not want any inhibitions when travelling

Be Important

They Want to Know More…4

The Dutch have limited awareness about South Africa’s offerings They perceive South Africa as unsafe and expensive, which makes it difficult for them to explore the country

About South Africa

Ability to view wildlife in their natural environment is one of the experiences the Dutch want to have when travelling

See Wildlife

Prior to travelling to a destination, the Dutch seek information about the place from various sources

Abundance of Information

The Dutch prefer to plan their holiday on their own

Self-Help

Source: Insight Activator Workshop, The Netherlands, 2013


Travel is Important for the Dutch, as it Helps them…

Their travel behaviour is further substantiated by their beliefs that travel allows them to discover cultures, relax and break from the routine

Learn About

Cultures

RelaxBreak from

Routine

Try Different Things

Travel helps the Dutch escape from their mundane activities and disconnect from work, which recharges their batteries

Travel gives them a chance to try new activities that they do not have time to undertake in the Netherlands

• This energises them and gives them a sense of achievement

Travel gives them an opportunity to relax

Travel allows the Dutch to experience nature from close quarters, which pleases them

Travel also gives them a chance to share and at times brag about their experiences among friends and relatives

Travel allows the Dutch to learn about different cultures, which gives them a sense of discovery

It provides them an opportunity to interact with the locals, know their thoughts and understand their culture

Proximity to the traveller denotes deeper association

with travel

Share, and

Sometimes Brag

Be Close to Nature


They are inspired to visit a destination by their friends, television programmes, the Internet and books; they consider several factors to shortlist a destination

Holiday Planning for the Dutch Begins with…

The Dutch are inspired to travel to a destination when they:

• Hear travel stories/experiences from their friends and family members

• Watch travel related programmes on television or movies or documentaries

• View pictures and read travel stories in online forums, blogs, travel guides and magazines

Inspiration

Prospection

Selection

The Dutch shortlist destinations based on their budget and cost of travel, weather conditions and destination offerings

• They also take into account the availability of accommodation, accessibility, safety and health risks at the destination

They gather information from various sources, with the Internet being the most commonly used source

• They collect information from search engines, holiday and government websites and blogs

• They take feedback from their friends and relatives on the destinations

• They also watch travel programmes and read travel guides and books to get details about the destinations

• Some travellers consult travel agencies to gather information on destinations and travel offers

The Dutch prefer the destinations with unique and different landscapes, warm climate and rich culture and history

• They prefer destinations with peaceful environment as it helps them relax

• They select destinations that have varied offerings and are safe to travel

They book their trips on their own using the Internet

• They also make their travel bookings using travel agents, as it leads to organised trips and involves less hassleTravel Destinations


South Africa’s rich biodiversity and cultural variety attracts the Dutch; however, they perceive it to be an unsafe and expensive destination

Their Perception about South Africa Includes…

Positive Perceptions

Negative Perceptions

‘Dutch Influences’

in South Africa

Discrimination

Biodiversity

No Time Differenc

e

Unsafe

IncomeDisparity

Landscapes

Segregation

Lack of Information

Culture Expensive

Proximity to South Africa’s map denotes stronger association of the Dutch with the country

Size of bubble indicates relative strength of positive–negative

perceptions

Leisure Activities


Performance on Travel Factors

They feel enhanced awareness about South Africa’s variety and flexibility in terms of packages, along with reassurance about their safety, would drive them to visit it

Positive Neutral Negative

South Africa’s Appeal:

Travel Drivers, Barriers and Triggers

The Dutch feel increased promotion of South Africa through effective promotion channels would enhance their awareness and entice them to visit the country

They believe reassurance about their safety, flexible package options and greater value for money through promotional offers would make the country attractive for them

Triggers

However, they feel they would be unable to move freely while in South Africa due to security concerns

They perceive South Africa to be a country where discrimination and segregation is common practice, which discourages them from visiting it

They also consider the country as an expensive destination

Barriers

The diversity that South Africa offers in terms of flora, fauna and landscapes, and it’s rich culture attracts the Dutch to the country

They want to see the ‘Dutch Influences’ in South Africa and feel it offers them an avenue to disconnect from their lives back home

Drivers

Learn About

Cultures

RelaxBreak from

Routine

Share, and

Sometimes Brag

Be Close to Nature

Try Different Things

Proximity to the traveller denotes deeper association

with travel


South AfricaCustomer Conversion — Total

South Africa Conversion Curve across waves — Total

Closure Ratio: Ratio of % of people who have visited the destination in last 18 months to % of people who have gathered the information about the destination in last 18 monthsCustomer Conversion (Based on Q9, Q29, Q14, Q17, Q15, Q16a and Q16b): Based on those that have traveled internationally in the last 5 years; Respondents to likeability limited to quota; Likeability/Positivity, Plan to Gather Information in Next 18 Months, and Plan to Visit in Next 18 Months based on ratings of 6 or 7 on a 7-point scale. Note: For all the questions the percentages are based on total respondents not the awareness base for the destination

0%

25%

50%

75%

100%

Total Awareness Likeability/Positivity

Consideration Plan to GatherInformation in Next

18 Months

Plan to Visit inNext 18 Months

Have GatheredInformation in Last

18 Months

Have Visited inLast 18 Months

Nov-11

Feb-12

Nov-12

Feb-13

Nov-13

(n=1,010) 88%Nov-11

Closure Ratio(1 in

2.6)

(n=1,002)

(n=1,001)

(n=1,003)

(n=1,000)

89%

89%

86%

85%

43%

45%

44%

43%

43%

33%

37%

33%

34%

33%

19%

18%

18%

19%

20%

10%

11%

11%

11%

10%

26%

31%

28%

30%

26%

10%

9%

9%

10%

8%

Feb-12

Nov-12

Feb-13

Nov-13

(1 in 3.3)(1 in 3.2)(1 in 3.1)(1 in 3.5)

Do they know us?

Do they like us?

Do they collect

information about us?

Do they come?


Contents









AFRICA 5,657,449 arrivals 3.3% up from 2012

Central & South America

105,039 arrivals 6.3% up from 2012

North America


Europe

1,168,834 arrivals 6.2% up from 2012

Asia


Australasia


Middle East


Indian Ocean Islands


Note : Tourist Arrivals figures shown above for Jan. - Oct 2013Source: Table A Tourist Arrivals Jan. - Oct 2013

7,838,833 arrivals 4.0% up from 2012

GRAND TOTAL

Tourist arrivals to South Africa for January to October 2013 grew by 4.0% over 2012 to reach 7,838,833. All regions showed positive growth.


Tourist arrivals to South Africa from Europe, Jan. - Oct. 2013

There was 6.2% increase in tourist arrivals from Europe in this period was mainly contributed by Germany with 30,284 more tourists compared to same period in 2012. Netherlands has also seen a growth of 3.2%.

Source: Table A Tourist Arrivals Jan. - Oct. 2013

Europe Belgium France Germany Italy Netherlands Sweden UK Other Europe

2012 1,100,943 34,842 98,221 204,247 50,759 92,547 29,071 350,590 240,666

2013 1,168,834 36,550 107,102 234,531 55,075 95,502 30,718 351,248 258,108

Difference 67,891 1,708 8,881 30,284 4,316 2,955 1,647 658 17,442

% Change 6.2% 4.9% 9.0% 14.8% 8.5% 3.2% 5.7% 0.2% 7.2%

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

Tou

rist

Arr

ivals


There are clear peaks in July and October in the seasonal pattern of arrivals from Netherlands

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2009 8358 9470 7574 7810 5119 4079 12299 9453 9272 15612 13641 11744

2010 10882 11200 8513 6802 6508 10760 13743 7968 9018 14796 11982 11916

2011 10400 10378 8067 7175 5055 4209 11757 8365 8184 14357 12987 12912

2012 10839 11387 8276 7442 5978 4602 12470 8536 8923 14094 12723 12665

2013 10383 10778 8465 8163 5400 4767 13321 9546 9692 14987 NaN NaN

1,000

3,000

5,000

7,000

9,000

11,000

13,000

15,000

17,000

2009

2010

2011

2012

2013

Arr

iva

ls

Source: StatsSA, Tourism & Migration release

Arrivals from Netherlands January to December, 2009 to 2013


The majority of Netherlands tourists travel to South Africa for general holiday, although the general holiday arrivals have decreased

Netherlands Arrivals by ‘Purpose of Visit’

Nu

mb

er

of

arr

ivals

(Th

ou

san

ds) 53

15

2

12

56

20

2

14

44

19

3

16

45

19

7

15

0

10

20

30

40

50

60

Holiday Business traveller Business tourist VFR

2009 2010 2011 2012


The average length of stay for a Dutch tourists has declined to 18 nights, with the most common length of stay declining to 4 nights.

Length of Stay by Year, 2009–2012

Nig

hts

Nig

hts

Average Length of Stay

Most Common Length of Stay

21.0

19.0

21.2

18.0

0.0

5.0

10.0

15.0

20.0

25.0

2009 2010 2011 2012

13

6

13

4

0.0

2.0

4.0

6.0

8.0

10.0

12.0

14.0

2009 2010 2011 2012


The number of bednights spent in hotels increased in 2012.

Bednights spent in South Africa by accommodation type, 2009 and 2012

Num

ber

of

arr

ivals

(Thousa

nds)

389

270

387

215

211

142

130

50

458

318

360

211

164

119

130

39

369

242

374

281

194

102

107

48

379

349

189

185

150

127

85

49

0

50

100

150

200

250

300

350

400

450

500

VFR Hotels Self Catering Guest House Backpacker Bed &Breakfast

Game Lodge Camping

2009 2010 2011 2012


TFDS (excl. capex) from Netherlands increased by 28% in 2012

TFDS (excl. Capex) to South Africa , 2009 - 2012

Source: SAT Departure Survey 2003 -2010

1,2481,171

1,035

1,329

0

200

400

600

800

1,000

1,200

1,400

2009 2010 2011 2012

ZA

R (

Mn)

2012Average expenditure in SA –

R13,900Average Prepaid Expenditure –

R24,300


Contents









Key Information Sources

The Dutch primarily use the Internet to seek information on destinations, along with their friends and family, television programmes and guides

Internet

The Internet is the foremost source of information for the Dutch

They use search engines, such as Google, to gather information on destinations

They also refer to travel portals, blogs and government and weather websites for information on flights, hotels, tourist sites and seasons

The Dutch seek information on destinations from their friends and relatives – primarily their travel experiences

Once at the destination, they also get in touch with fellow travellers and locals to gather more information about places to visit and activities they can undertake at the destination

Word-of-Mouth

The Dutch watch travel related television programmes, such as RTL Travel, to get more information on destinations they have shortlisted

These programmes provide information related to the landscapes, environment and wildlife, along with some tips for travelling to the destinations

Television Programmes

Guide Books and Magazines

Once the Dutch

select a leisure

destination, they

refer to travel

guides, such as

Lonely Planet, and

travel related

magazines and

books to get more

information

The Dutch also use travel agencies as a source of information on destinations

• Travel agencies provide detailed information on the destinations, such as destination’s offerings and accommodation, along with promotional offers

Travel Agencies

Note: 1Order of these slides is based on qualitative assessment of each reason’s importance and its frequency


Contents









The Dutch primarily book their travel through the Internet; however, they also book through travel agencies and at times directly with airline companies and hotels

The Dutch Primarily Book through...

The Dutch also book their travel tickets and accommodation directly with the airline companies and hotels

At times, they opt for ‘on the spot’ bookings since it saves money

Direct Booking

The Internet is the preferred booking channel for the Dutch as it gives them freedom of choice

• They use the Internet to seek information on low priced tickets and accommodations through price comparison websites such as Expedia

• They prefer the Internet as its faster than contacting travel agencies

Internet

Source: Analysis of focus group discussions in the Netherlands

The Dutch, especially NSSAs, use travel agencies to book their travel tickets and hotels• They prefer to book through

agencies when they travel alone, visit an unknown destination or have ‘less’ time to plan their travel

The Dutch book through agencies since they provide ‘expert advice’ and help plan the travel• Wanderlusters are willing to pay a

‘little’ extra for these services

Travel Agencies

“The bonus of the travel agent is they can really help you. For instance, if you need documents they can help you in that.”

“When we visit Russia, or China, we can't plan things ourselves and have to leave that to an expert, a travel agent.”

“I book my trip through travel agents. If they plan your trip, they are going to book whatever you like. I get crazy when I look on the Internet.”

“I book my flights and hotel using internet. I only call the travel agent if I have any further questions.”

“I check the comparison sites with the hotel what's the cheapest such as Expedia. These sites show the cheapest price for that hotel.”

“I do everything, planning a trip and all related bookings, via the Internet. When I go somewhere, I want to be free.”

“Usually before I go, I book a hotel for one or two days. If I like it I stay there, else I leave the hotel.”

“When I went to Australia for six weeks, we booked our tickets on the spot. It was very cheap. It was like 150 Euros per person.”


They Opt for…

They prefer to book their travel individually, however, some of them, especially NSSAs prefer complete packages; at times, they book a mix of both

Source: Analysis of focus group discussions in the Netherlands

Self-Made / Individual Holidays

Self-made / individual holidays

preferred by the Dutch, since it

provides the flexibility to plan

their travel – visit places at their

convenience and explore new

avenues – and getting cheaper

prices for booking

• They primarily opt for these on

their repeat trips to a

destination

“First time when I travelled to South Africa, I opted for package as it was an unknown destination for me and I wasn't sure whether I could do this alone. However, when I went there for the second time, I did go by myself.”

“I plan the trip myself. I check the comparison sites to know which is the cheapest hotel available.”

Mixed Booking

The Dutch also book their travel

in ‘mixed mode’ – booking part of

it themselves and the rest in

form of a package

• They believe that by doing so

they can save money

“In 2009, I combined a trip. I went to India myself and from there I got a travel agency. I booked a trip in India itself for nine days. This saved me money.”

“ Even, I contacted a travel agent once I was at my destination. Price wise, that's a very smart option.”

Complete

Package The Dutch, especially NSSAs,

prefer ‘complete’ or non-

customisable packages They prefer packages as these are

organised, well planned, provide

all facilities and ensure safety They opt for packages for

unknown destinations and large

countries such as India, but feel

that such tour packages are

expensive and at times restrict

their movements“For a country like Turkey where you don't know the way yourself, a car would be there in case you have taken a packaged tour.”

“If the country is not safe, I will opt for packaged tours.”

“Being a woman, I will would take a packaged tour depending on the country.”


Contents









Typical day when on a leisure trip to SA

• They would get up about 9 – the are “lazy” when on holiday

• If they have to go on safari then they are happy to get up at 5

• Mostly they would prefer a shower over a bath• Make sure you have long beds – they are generally tall

and their feet stick out of the bed• Statistically, the tallest people in the world, as measured by

country are the Dutch. The average height for all adults for the Netherlands is 6 feet 1 inch (1.85 m)*

• Beds in a 5 star accommodation are not a problem – when you go lower – then it may be a problem

• For breakfast, fruit and cereal / sandwiches / eggs / they love their bread

• They are happy about the breakfast that they have in SA – they feel they are on holiday cause of the choice that’s available

• They are very big coffee drinkers• From cappuccinos to espressos – the whole lot• And they like their Teas – 5 roses is fine / they also like

rooibos and green tea• They like to try the local stuff

Mornings

http://www.wisegeek.com/which-country-has-the-tallest-people.htm



• Some people will like to chill and have a hot lunch and others would like to get and sandwich

• Like toasted sandwiches (very similar to our toasted cheese)

• They are happy to grab a sandwich• They like to have their big meal in the evening• During their SA holiday they would drink during

lunch• Wine – they would typically order the house

wine - they like Rose – they love it in the summer

• For lunch they like the white wines and rose over the red wine

• Beers – the love to try the local beers – lagers – drink out the glass and not pints (they are not used to pints) – they use smaller glasses

• No hard liquor during lunch

Afternoons



• Dinner is the big meal of the day, they will normally have an entree, main meal and dessert / they might skip one of them

• With dinner they will have wine / beers and water

• They are more likely to drink red wine (dependent on what they are eating)

• They feel its a good idea if the wine is recommended with the meal

• They are happy to try game (as they are in SA)• They like the fact they can eat ostrich (It

is a bit of a bragging factor when they return home)

• Other bragging factors are:• Been to SA in general• Stayed in a lodge• Had a safari experience• Socialising with the local people

Evenings



• Bragging cont...• They are likely to put their pictures up on

facebook• Younger people are more likely to use

Hyves• Hyves not for the NSSA, WL will also

share on Facebook. Facebook is growing fast in NL.

• NSSA’s uses facebook• Evening activities

• They like to have a long dinner and go to a show or have dinner and a show at the same time

• They like to go to local café’s so they can meet the locals and talk with them over a drink.

• For the WL target group they like to go to local clubs so they can dance and have fun in SA style..

• Make sure information on local places to go out is available to them

Evenings



• They like to talk to the staff, they want to interact with the locals, they will make the first move, they will ask questions, they are not shy

• There are some instances when they have a tick the box mentality and other instances where they would like to enjoy the experience at a leisurely pace• If they are seeing the big five then they want to

tick off what they saw• If they are at the union buildings – then they

want to take their time• They still want to get the feeling like they are on

a holiday• They don't want to have too much of a hectic

tour• They still want time free time to relax

• They do understand English• As a tour guide they prefer a Dutch where possible

then/ Eng / Afrikaans• When communicating with them in country Dutch is

preferred

Oth

er



• The love it when they are on a game drive and they stop off and have a surprise drink somewhere during the game drive (Cause they didn’t expect it)

• Its called a borrel (5-6 in the evening before dinner)• Even if they are on a bus tour – if they get chips or

drinks – its much appreciated• When its really hot – they like their salt – like chips• They love their coffees / cappuccinos• They are easy going

Delig

ht

them

?


Contents








Benefits of a good partnership…

Have you registered on the SA Travel directory?Are you loading deals on Sho’t Left?

Are you following SAT on Twitter and Facebook?Are you a TOMSA levy collector

Have you visited the Welcome website for tips on the best way to welcome all tourists?

Are you graded by the TGCSA?

THANK YOU

Mashoto [email protected]

(011) 895 3175

http://www.southafrica.nethttp://www.southafrica.net/research

http://deals.southafrica.net http://welcome.southafrica.net

@GoToSouthAfrica@SATravelTrade

@ShotLeft

mailto:[email protected]

http://www.southafrica.net/

http://www.southafrica.net/research

http://deals.southafrica.net/

http://welcome.southafrica.net/

http://welcome.southafrica.net/

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