Germany and France: A strategy for growth Wild Atlantic Way, Co. Kerry Germany and France: A Strategy for Growth
Contents
Introduction ...... 3 Introduction ...... 4 An integrated strategy for France and Germany ...... 4 Executive summary ...... 5 Three key drivers of growth ...... 5 From strategy to action ...... 5 Segmentation ...... 5 Brand ...... 6 Product and experience ...... 6 Industry and trade engagement ...... 6 Distribution and access ...... 6 Implementation ...... 6
Current performance ...... 7 The German and French tourism markets ...... 8
Targeted growth ...... 9 Going for growth – 2014-2016 targets ...... 10
Model for growth ...... 11 Key drivers of growth ...... 12
Segmentation strategy ...... 14 A new approach to segmentation ...... 15 The priority segments in the German and French markets ...... 15
Brand challenges ...... 16 Addressing brand challenges ...... 17 Brand knowledge ...... 17 Brand relevance ...... 17 Brand differentiation ...... 17
Product and experience ...... 18 Current offering ...... 19 Developing experiences to stand out from competitors ...... 19 Fostering industry and trade engagement ...... 19
1 Contents
Distribution and access ...... 20 Distribution ...... 21 Access ...... 21
Measuring success ...... 22 Delivering growth ...... 23 Key performance indicators ...... 23 Measurement ...... 24 Collaborating to succeed ...... 24
Appendices ...... 25 Appendix 1: Consumer segmentation in the French and German markets ...... 25 Understanding the segments ...... 25 Appendix 2a: Current brand strength ...... 29 Appendix 2b: Driving brand relevance and differentiation ...... 30 Appendix 2c: Linking segmentation to brand architecture ...... 31 Appendix 2d: Implications – translating strategy and insights into action ...... 32 Appendix 3: The experience development strategy ...... 37 Appendix 3a: Specific actions in product and experience development to be taken by Fáilte Ireland ...... 37 Appendix 3b: Specific actions in product and experience development to be taken by the Northern Ireland Tourist Board (NITB) ...... 40 Key actions to build experiences ...... 40 Other key actions ...... 40 Appendix 4: Fostering industry and trade engagement ...... 42 Fáilte Ireland: Sharing insights ...... 42 NITB: Engaging our industry ...... 43 Appendix 5: Improving distribution and access ...... 44
2 introduction
Dunluce Castle, Co. Antrim
3 Introduction
Introduction An integrated strategy for France and Germany Tourism is the largest indigenous Set against this background, Tourism industry on the island of Ireland and Ireland in conjunction with Fáilte Ireland, employs more than 240,0001 people. It the Northern Ireland Tourist Board, the is worth an estimated €5 billion/£4.1 Irish Tourism Industry Confederation, billion a year to the island of Ireland. and commercial trade and industry Our sector supports thousands of partners have completed a businesses, both directly and comprehensive appraisal of the German indirectly, and is a key contributor to and French markets. Together, we have economic and social wellbeing. developed a focussed plan to attract Growth from tourism will be a key more French and German driver of future economic holidaymakers, deliver steady revenue development and job creation in both growth and increase market share. the Republic of Ireland and Northern Ireland. In the course of this process, we: l Carried out a thorough review of All of us in the tourism sector are existing market research and committed to targeting markets with intelligence high potential to grow revenue and l Conducted original research, which visitor numbers, such as those in focussed on consumer motivations France and Germany. In 2012, these and which has contributed to the countries together contributed 12 per development of a segmentation cent of all visitors to the island of strategy Ireland and 13 per cent of revenue. l Held a series of working sessions to design a strategy for growth by and Recent performance has been strong, for all those involved in our industry with Germany and France delivering +35 per cent and +40 per cent growth This plan outlines the actions necessary respectively in promotable visitors2 to deliver sustained growth for France since 2010. The island of Ireland and Germany over the next three years. competes well in these markets on We are all – agencies, organisations, fundamentals such as brand appeal, partners and companies – committed to visitor experience, distribution, making consistent and concerted efforts competitiveness and access. We to realise this growth. By working believe both markets can deliver together towards our agreed goals, we sustained growth over the next three can maximise the potential return from years. the German and French markets. This will help both economies on the island of Ireland to develop and grow.
1 Department of Transport, Tourism and Sport (DTTAS) and Northern Ireland Statistics and Research Agency (NISRA) 2 Promotable visitors include holidaymakers, discretionary business travellers and students of English language training (ELT)
4 Germany and France: A Strategy for Growth
Executive summary Improved access and distribution will underpin these three drivers of growth. Germany and France are the island of The island of Ireland will need to remain Ireland’s third- and fourth-largest competitively priced to ensure the brand’s markets, respectively. Between 2010 and value-for-money rating is comparable or 2013, promotable visitors from France better than that of key competitors. and Germany to the island grew by +40 per cent and +35 per cent respectively. From strategy to action Travel to Western Europe grew by just +5 We have specified and agreed areas of per cent over the same period from focus to build on the three key drivers of these markets. growth outlined above.3 These are as follows: We have set ambitious targets for 2014 to 2016, which are: l Segmentation of target consumers in France and Germany l Growth in promotable revenue of +29 l Brand per cent from Germany and +18 per cent from the French market l Product and experience l Industry and trade engagement l A +24 per cent increase in promotable l visitors from Germany and a +18 per Distribution and access. cent increase from France Segmentation Three key drivers of growth Our new approach to segmentation will drive all communications, channel 1. Motivation-based segmentation – selection, product development, we will focus on the consumer experience delivery and industry segments we have identified as engagement in France and Germany offering the best-prospects and (shaped to meet the nuances of both develop a strategy guided by our markets – see Appendix 1). It will target insight into and understanding of two main best-prospect segments: what motivates consumers l Culturally Curious, who want to 2. Targeted motivating broaden their minds and expand their communications – we will produce experiences through landscape, specific and targeted history and culture communications designed to reach, resonate and influence best-prospect l Great Escapers, whose principal segments to travel to the island of motivation is to enjoy the beauty of Ireland breath-taking landscapes 3. Distinctive holiday experiences– we In addition, both markets have identified will offer experiences that targeted a third segment with strong potential, consumers would seek out and value particularly for short breaks and during highly off-peak periods:
3 The market assessment and strategies focus on holidaymakers. The market teams will also implement separate strategies to address discretionary business travel and English language training (ELT) (France).
5 Introduction
l Social Energisers, who want to enjoy study best practice in competitor a fun time with friends in places that destinations to guide and inform product are new, unique and vibrant and experience development.
Brand Industry and trade engagement The island of Ireland brand is strong in We plan to share key insights and both France and Germany. However, information about the French and improving brand knowledge and German markets with our island of ensuring our brand continues to stand Ireland based and overseas trade out remain key challenges in a partners. By better understanding the competitive marketplace. Through our needs and motivations of the priority brand architecture framework (see segments, our partners will be confident Appendix 2), we have identified specific in the development of new itineraries, holiday propositions that strongly new experiences and new product resonate with each priority segment in offerings. This steady stream of Germany and France. innovation will enable us to stand out more from our competitors over time. This framework will guide the development and prioritisation of Distribution and access communications, holiday itineraries, and Ireland is reasonably well served in terms product and experience development of distribution; holidays to Ireland are and delivery. Protecting and developing widely available to consumers in both authenticity is paramount to the success markets, but the distribution base must be of the island of Ireland brand. developed on an ongoing basis. More specifically, there is a need to increase Product and experience programming of Northern Ireland by tour French and German visitors to the island operators in both France and Germany. report being really satisfied with their trip. The island of Ireland offers a range of To improve access, we will focus on products and experiences that resonate strategically important air and sea routes with and motivate German and French from the French and German markets. travellers. Improved value for money We will identify new route development ratings in the past three years have opportunities, capacity and seasonal contributed to reported satisfaction levels. requirements because these will influence delivery of the target level of Finding ways to stand out from our growth. competitors will be a priority for those of us in the tourism industry during product Implementation and experience development. Our Agencies and industry are committed to improved insights into what really continuing to co-operate to implement motivates our priority segments will this plan and truly realise the growth guide how products and experiences are potential of the French and German developed and delivered. We will also markets. carry out ongoing benchmarking and
6 current performance
Enniskillen Castle, Co. Fermanagh
7 Current Performance
The German and French markets in terms of promotable visitor tourism markets numbers was +37 per cent. This is significantly ahead of the +7.9 per cent The island of Ireland’s recent growth seen in leisure travel to Western performance in the German and French Europe. Figures 1 and 2 below markets has been positive. Aggregated summarise the growth in visitors and growth for 2010 to 2013 from both promotable visitors.
Figure 1: German market performance 2010–2013*
Island of Ireland 2010 2011 2012 2013 % change W. Europe Forecast 2013/10 % change 2013/10
Visitors (000) 399 431 451 478 +19.8% +3.5% Promotables (000) 245 263 308 331 +35.0% +7.9% ROI 242 261 307 329 +36.1% - NI 21 26 24 25 +19.0% -
*2013 figures are based on forecasts from Oxford Economics. Promotables to Western Europe are based on world leisure arrivals.
Figure 2: French market performance 2010–2013*
Island of Ireland 2010 2011 2012 2013 % change W. Europe Forecast 2013/10 % change 2013/10
Visitors (000) 356 399 404 439 +23.3% +9.4% Promotables (000) 204 237 268 285 +39.7% +7.9% ROI 201 233 265 281 +39.8% - NI 17 25 20 22 +29.4% -
*2013 figures are based on forecasts from Oxford Economics. Promotables to Western Europe are based on world leisure arrivals.
The key fundamentals of brand, visitor current difficult economic situation in experience, distribution and access have the French market. been pivotal in driving growth. Increased competitiveness (with our value-for- Northern Ireland has not enjoyed the money rating improving significantly in same level of growth as the Republic of recent years) is a key element in the Ireland in recent years. With this in mind, island of Ireland’s recent success. We we have collaborated to develop a must continue to deliver value for strategy to specifically and significantly money and compete strongly. This may drive growth in Northern Ireland. be especially important in relation to the
8 targeted growth
Rock Climbing, Dingle, Co. Kerry
9 Targeted Growth
Going for growth – 2014-2016 targets
Together, we have set challenging, 2014-2016 embraces promotable ambitious, but feasible targets for the revenue as the key performance metric island of Ireland’s performance from for the organisation. Although not yet 2014 to 2016. We will focus not only on widely adopted internationally, we are attracting more promotable visitors (a confident that we can provide a long-standing key metric), but on sufficiently robust measure of generating significantly more revenue performance against the revenue targets from the French and German and an indication of share improvement. holidaymakers who visit. The most Figure 3 below gives a summary of our recent Tourism Ireland Corporate Plan growth targets.
Figure 3: German and French markets – targeted growth 2014-2016
Island of Ireland 2013 2014 2015 2016 Absolute forecast targets targets targets % growth
GERMANY Visitors (000s) 478 495 540 581 +22% Promotable visitors (000s) 331 354 378 410 +24% Revenue (€/£ millions) 258 / 222 275 / 237 303 / 260 331 / 285 +29% Promotable revenue (€/£ millions) 197 / 169 214 / 184 233 / 200 254 / 218 +29%
FRANCE Visitors (000s) 439 459 485 512 +17% Promotable visitors (000s) 285 299 317 336 +18% Revenue (€/£ millions) 220 / 189 233 / 200 252 / 217 271 / 233 +23% Promotable revenue (€/£ millions) 158 / 136 169 / 146 178 / 153 186 / 160 +18%
Meeting the targets will mean that the 6.3 per cent in Germany and from 10.5 island of Ireland’s share in Northern per cent to 11.0 per cent in France. Europe4 to move from 5.9 per cent to
4 Northern Europe – GB, Nordics (Norway, Sweden, Denmark, Finland, Iceland) and the island of Ireland
10 model for growth
Galway Market, Co. Galway
11 Model for Growth
Key drivers of growth
Relying on current momentum will target consumers and help the island not deliver the targeted growth. of Ireland stand out from our Furthermore, most stakeholders, from competitors agencies to industry, are likely to face limited resources. Our sector must Along with these, we have identified two commit to doing things differently further areas for ongoing improvement and better so that the island of Ireland and development: wins competitive advantage and a) Access – we need to continue to stands out from other destinations. enhance, develop and promote air and sea access We will collaborate closely to develop and implement strategies and actions b) Distribution – we must optimise our based on a deep understanding of distribution (guided by the focus on what motivates priority consumer particular segments and the potential segments. The island of Ireland must of various channels to reach them) show it can deliver an experience that motivates French and German These five elements are inter-related. consumers. To achieve this, we need They form the basis for a model to drive a strong sense of ‘joined-up thinking’ growth from the French and German from brand to experience, across markets (illustrated in Figure 4). agencies and with industry partners at home and overseas.
Through the course of the market appraisal and in planning for future growth, we have defined three fundamental pillars. These are:
1. A motivation-based consumer segmentation strategy that clearly identifies the priority consumer segments
2. Highly targeted and motivating brand communications (content and offers) that will resonate with and influence the priority segments
3. A range of distinctive experiences that will motivate The Little Museum of Dublin
12 Germany and France: A Strategy for Growth
Figure 4: Model for growth
Principal focus for all – Tourism Ireland (TI), Fáilte Ireland (FI), Northern Ireland Tourist Board (NITB), domestic island of Access 1. Motivation- Ireland industry and overseas trade and based distribution segmentation
Enhance access and optimise distribution (sales platforms)
Growth in France and Germany
2. Brand 3. Experience communications
Bundle existing experiences, Brand (led by TI) uncover latent potential, and offer (led by TI, enhance and develop industry and trade) experience portfolio based on motivating propositions that reflect segment needs (led by FI, NITB and industry)
To build distinctiveness and competitive and Germany, the island of Ireland must advantage relative to other destinations excel in all of the areas shown in Figure 4 and realise our growth targets for France above.
13 segmentation strategy
Titanic Belfast, Co. Antrim
14 Germany and France: A Strategy for Growth
A new approach to segmentation
A key aspect of improving brand The priority segments in the relevance and differentiation will be the German and French markets use of our new segmentation strategy. Three segments, Culturally Curious, Great A core focus of our work has been to Escapers and Social Energisers, emerged identify and prioritise consumer as priorities within the respective markets. segments in the French and German (See Appendix A for more detail on these markets. This is the next phase of a segments.) By default rather than by global, motivation-based, consumer design, the three priority segments in segmentation model for the tourism both markets are the same, however sector. there are some important nuances that need to be considered for each market. In this approach, our focus is on understanding what motivates certain This segmentation strategy will groups of consumers and makes them permeate all the work we do to support ‘tick’. This enhances the sector’s capacity the performance of the island of Ireland to influence target segments. as a holiday destination in the French and German markets. It is the key to We carried out research in France and future success and will drive all plans and Germany to: activities including: a) Determine if the global consumer l segments (as already identified) Communications existed in both markets l Channel selection b) Measure how motivated these l Product development segments are by the idea of l Experience delivery holidaying on the island of Ireland and what appeals to them l Industry engagement c) Identify the nuanced differences between segments in the respective markets d) Assess the size and value of the segments
By considering these factors, we identified the best-prospect segments and determined the segmentation strategy.
15 brand challenges
Trinity College Dublin
16 Germany and France: A Strategy for Growth
Addressing brand challenges
According to the 2013 Brand Tracker deep brand knowledge among German survey (see Appendix 2a), the island of and French consumers. Instead, we will Ireland brand scores well on the key focus our efforts and resources on dimension of ‘interest’. Like many other developing relevant brand knowledge in destinations, however, it faces the high-potential segments. challenge of translating ‘interest’ into ‘actively planning a trip’ and ultimately Brand relevance visiting. Our research has found that the island of Ireland holiday experience is highly Much of our future emphasis in both the relevant and motivating for the high- French and German markets will be on potential target consumer segments. We translating high levels of brand affinity will focus on increasing this level of (interest and intent) into actual bookings. relevance and, in doing so, drive visitor The new segmentation strategy (outlined numbers. in the previous section) will be key in addressing this. Brand differentiation The island of Ireland is not seen as By focussing on consumers who are unique. French and German consumers more likely than average to visit the tend to go to a broad range of island of Ireland, our sector will be much destinations on their holidays. With this better positioned to: in mind, determining the island of l Actively influence them to choose it Ireland’s competitive set is challenging. as their holiday destination For comparative purposes, the island’s l Facilitate purchase immediate competitive set has been defined as Scotland, England, Wales and l Deliver an outstanding experience the Nordic countries. We must consider other dimensions of the island of Ireland brand. We have Although the island of Ireland offers a evaluated three key brand dimensions: compelling proposition in terms of brand knowledge, relevance and natural environment and landscape, so differentiation. do key competitive destinations. Our research found that few destinations Brand knowledge achieved significant relevant brand differentiation. We must develop an Almost all French and German offering that stands out from our consumers are aware of the island of immediate competitors in the coming Ireland, but their knowledge of it as a years. holiday destination is relatively minimal. Given the available resources and the growth targets that have been set, we cannot seek to generate broad-scale,
17 product and experience
Connemara, Co. Galway
18 Germany and France: A Strategy for Growth
Current offering
Based on our research in the French and We cannot expect to stand out by German markets, we know the island of continuing to present our asset base as Ireland has a significant inventory of we have in the past. We need to improve products and experiences that appeal to the services we offer. We also need to the target consumer segments. In consider how bundling motivating summary: experiences that currently exist could help us to stand out further. l The satisfaction levels of French and German visitors are high The island of Ireland needs to address l There are no obvious product gaps or the way we present products and areas of concern, and the island’s experiences to visitors and the way natural assets match many consumer visitors happen upon them. Consumer motivations insight will be key to guiding how we do l Improvements in value-for-money this. ratings in both France and Germany have made the island of Ireland more Both Fáilte Ireland and the Northern attractive. It now needs to remain Ireland Tourist Board are taking specific competitive. actions to address these goals, as outlined in Appendices 3a and 3b. The island of Ireland is not sufficiently distinctive from its competitors when it comes to product and experience. Our Fostering industry and focus will be on refining and sharpening trade engagement Ireland’s experience offering, ensuring it is differentiated and tailored towards Our success in Germany and France will the interests and needs of priority depend on the degree to which we pull segments. together and work as a united force. All stakeholders must act with target segments in mind and, in doing so, Developing experiences to connect our efforts in communications, stand out from competitors experience development, and delivery and sales. The current tourism asset base has three elements where the island of Ireland To support industry on the island of competes well – natural heritage, built Ireland, the Northern Ireland Tourist heritage and cultural heritage. We have Board (NITB), Fáilte Ireland and Tourism found, however, that these are not Ireland will take the specific actions listed enough to enable the island of Ireland to in Appendix 4. stand out in the congested zone it shares with competitors.
19 distribution and access
Cliffs of Moher, Co. Clare
20 Germany and France: A Strategy for Growth
Distribution
The island of Ireland is well served in development. Dublin remains the both online and offline channels in dominant hub for holidaymakers from France and Germany. To maintain this France and Germany. It must be used as strong position, we will continue to a gateway to the entire island of Ireland. constantly monitor and develop the broader tour operator and niche Work is ongoing to identify new route distribution base. New opportunities will development opportunities and capacity emerge over time and the sector will and seasonal requirements. Some initial respond to these to maximise growth. access wins have been announced for The sector must continue to create its 2014: own opportunities. Active face-to-face l Bordeaux – Belfast (Easyjet) (‘shoe leather’) selling will continue to be l Munich – Shannon (Ryanair) a key driver in business generation. l Paris – Shannon (Ryanair) Programming of Northern Ireland has l Hanover – Dublin (Aer Lingus) improved in France and Germany, but l Berlin – Shannon (Ryanair) further development is required and l Cologne – Ireland West Airport Knock / there are plans in place to achieve this. IWAK (Germanwings) l Cherbourg – Dublin (Irish Ferries) Island of Ireland presence on online travel agency sites (OTAs) is good. The See Appendix 5 for more information on OTA channel is set to expand further and the specific actions Tourism Ireland is we will embrace it as an opportunity to undertaking as priority. present the island of Ireland in more ‘shop windows’.
Access
There has been a significant reduction in air capacity from France and Germany since 2008 because of reduced outbound and inbound demand and the rationalisation of routes and airlines. In spite of this, access remains relatively strong and capacity is beginning to grow again, particularly from Germany.
The forthcoming removal of the airport tax in the Republic of Ireland will only serve to support further access
Oysters, Carlingford, Co. Louth
21 measuring success
Causeway Coast, Co. Antrim
22 Germany and France: A Strategy for Growth
Delivering growth
Implementing the full strategy and l Visitors – the number of promotable action plan identified in the Germany holidaymakers that visit the island of and France assessment will drive Ireland accelerated growth from Germany and l Market share –the percentage share France to the island of Ireland. This of overseas travel from the French should deliver 746,000 promotable and German markets (measured in visitors and €440/£378 million in the context of our defined promotable revenue in 2016. competitive set) l Channels – the number and Key performance percentage of key trade partners adopting the segmentation model indicators and experience types We have put in place a specific set of key l Experience development – the performance indicators and a percentage of German and French measurement framework to focus holidaymakers who would “definitely” resources and drive towards achieving recommend a holiday on the island targets. These are: of Ireland l Revenue – the promotable spend by l Value for money – the percentage of French and German holidaymakers French and German holidaymakers on the island of Ireland ranking the island of Ireland as “good” or “very good” value for money
Gravity Bar, Guinness Storehouse, Dublin
23 Measuring Success
Measurement
We will track overall performance and an international context in terms of share segment performance. Tourism Ireland of visitor spend versus key competitor will monitor the island of Ireland’s destinations. segment performance through its Brand Tracker survey. In the Republic of Ireland, Fáilte Ireland will conduct exit interviews Collaborating to succeed with departing French and German The tourism agencies and the industry holidaymakers. The Northern Ireland have jointly developed a clear strategy to Tourist Board, with the Northern Ireland drive accelerated growth and build Statistics and Research Agency (NISRA), market share in the German and French will seek to do the same. Across the island markets. This collaboration has produced of Ireland, carriers and attractions will a powerful roadmap that, if followed, will gather real-time data to help monitor and lead to sustained development in two of measure tourist numbers. In addition, and the island of Ireland’s key markets. The in line with our commitment to grow tourism industry must play their role in promotable revenue in particular, we will developing experiences designed to work with both the CSO and NISRA to motivate our target segments. report achievement against the revenue targets. We will also measure success in
Viking Tour, Dublin
24 appendices
Appendix 1: Consumer segmentation in the French and German markets
Understanding the segments The following three pages give a The primary targets are the Culturally snapshot of the three target consumer Curious and the Great Escapers. We segments. They answer the following have also identified a third important questions for each segment: segment – Social Energisers – which matters because of its size and ‘warmth’ l Who are they and what motivates (a strong propensity to visit) towards the them? (Broad demographics and key island of Ireland. Social Energisers are motivations) also important because, in targeting l What do they want from a holiday? them, the tourism sector can address (Core needs and desired outcomes two key strategic objectives: from a holiday) 1. Grow visitor numbers through a well- l What do they not want? (What defined and compelling city break target consumers want to avoid) proposition l What are they most likely to do 2. Increase the relevance of the island of while here? (Activities and Ireland as a year-round destination experiences likely to motivate by targeting this group for off-peak segments) and low season travel l What is their holiday behaviour? By including the Social Energisers as a (Likely accommodation choice, target, the island of Ireland broadens the duration of holiday and so on) scope of consumers it can attract. l What are the local nuances? (How local profile differs from global profile for the same segment)
25 Appendices
Culturally Curious
Who are they? l Tend to be middle aged (35-54) l Likely to travel as a couple or with other adult friends l Want to broaden their minds and expand their experiences through landscape, history and culture l Curious and keen to learn about the places they travel to l Independent ‘active’ sightseers l Want to encounter new places and out-of-the-ordinary experiences
What do they want from a holiday? What do they not want? l Authenticity is key l Not on holiday to party l Don’t want to be part of the herd and will avoid this l Exploration and discovery is important to them l Don’t want to feel they are l Want to gain insight into a place and get doing the cliché ‘tourist’ underneath its skin thing l Enjoy connecting with nature and getting off l Don’t want to interact with the beaten track other holidaymakers l Like to connect with people l Enjoy learning and find culture in cities interesting
What are they most likely to be seen doing? l Exploring small towns and villages, experiencing history and culture simultaneously l Talking to locals to get a different take on the story of a place
What is their holiday behaviour? l The Culturally Curious choose accommodation so that they can see and do as much as possible, as well as get a local flavour. They stay in mid-range 4-star hotels, self-catering and B&Bs.
What are the local nuances for France? l Like to discover the unknown l Less motivated by socialising and contact with locals l More motivated by breath-taking beauty and landscape
What are the local nuances for Germany? l Value peace and quiet and a different pace of life l Have a strong coastal focus l Slightly more active (enjoy outdoor activities)
26 Germany and France: A Strategy for Growth
Great Escapers
Who are they? l Tend to be younger (25-45), with 40 per cent under 35 l re often couples, some with young children, or travelling with friends and older family members l Need time out from busy lives and careers l Specifically interested in rural holidays
What do they want from a holiday? What do they not want? l Top of their agenda is to enjoy the l Don’t want to make beauty of a breath-taking landscape connections with locals or l More motivated by the beauty of the other tourists while on landscape than its history (but they do holidays. That is not a main like to have some sense of a place’s motivation or essential part of culture and history) their trip. l Want to balance peace and quiet with doing some activities l Want to come home refreshed and revitalised, with their batteries recharged
What are they most likely to be seen doing? l Enjoying the beauty of breath-taking landscapes l Visiting the coastline (this idea really motivates them) l Exploring the landscape through walking l Travelling through small towns on the Atlantic coast
What is their holiday behaviour? l Great Escapers stay in hotels, B&Bs and self-catering accommodation. Access to beautiful scenery is the most important thing for them. They are more likely to pay for services that are unobtrusive and give them uninterrupted time to themselves.
What are the local nuances for France? l Less active than average when outdoors l Slightly more interested in culture l Less exploration-focussed l Desire good food and wine
What are the local nuances for Germany? l Even greater focus on nature and rural settings l Less interested in gourmet food
27 Appendices
Social Energisers
Who are they? l The youngest target segment, with about 42 per cent under 35 l Like to holiday in groups or as couples l Look for places that are new, different and vibrant
What do they want from a holiday? What do they NOT want? l Fun and enjoyment with friends l Peace and quiet is off the agenda l New experiences and exploring new places l Something unique and different l Exciting and iconic activities l The urban experience as well as enjoying the adjacent landscape l Lots to do in a small area – they want to pack everything in
What are they most likely to be seen doing? l Taking in iconic (but accessible) scenery l Soaking up the atmosphere in a traditional pub l Visiting attractions where fun or adventure is part of the deal – not just passive viewing
What is their holiday behaviour? l Social Energisers like to stay in hotels close to the action. They want to be located where there is lots going on around them.
What are the local nuances for France? l More into partying as part of their holiday l Motivated by beauty and nature l Less inclined to engage in physical activities
What are the local nuances for Germany? l Like slightly more active experiences rather than partying l Enjoy outdoor activities, such as cycling – an active way to enjoy scenery and landscape l Need to feel a sense of ‘freedom’
28 Germany and France: A Strategy for Growth
Appendix 2a: Current brand strength
Every year, Tourism Ireland’s Brand Figure 6: Brand Tracker ranking Tracker measures the relevance and appeal of the island of Ireland as a FRANCE 2011 2012 2013 holiday destination. It specifically Interest 4th 3rd 3rd measures: Intent 3rd 3rd 3rd l Interest – The percentage of people Active who say they would be ‘interested’ in planning 5th 5th 4th taking a holiday or short break on the island of Ireland at some time in the GERMANY 2011 2012 2013 future Interest 8th 9th 8th l Intent — The percentage of Intent 9th 8th 6th consumers who say they ‘intend’ on Active taking a holiday or short break here in planning 10th 9th 9th the next three years Source: Millward Brown Brand Tracker 2013 l Active planning – The percentage of (Sample: 1,000 respondents per market aged consumers who say they are ‘actively 18+ years, ABC1s, outbound holidaymakers) planning’ a holiday or short break on the island in the next twelve months Much of our future emphasis in both the French and German markets will be on According to the 2013 Brand Tracker, the translating high levels of brand affinity island of Ireland brand scores well on the (interest and intent) into actual key dimension of ‘interest’. Like many bookings. The new segmentation other destinations, however, it faces the strategy (outlined in the previous challenge of translating ‘interest’ in to section) will be key in addressing this. ‘active planning’ and ultimately visiting. By focussing on consumers who are Strengthening this brand metric is more likely than average to visit the paramount. The island of Ireland has island of Ireland, the sector will be much shown it can significantly improve scores better positioned to: relating to ‘active planning’, which l Actively influence them to choose it increased from 10 per cent in 2011 to 15 as their holiday destination percent in 2013 in the German market. l Facilitate purchase Figure 6 opposite gives an overview of l Deliver an outstanding experience brand tracker trends, showing where the island of Ireland ranks relative to alternative international destinations.
29 Appendices
Appendix 2b: Driving brand relevance and differentiation
We will use the island of Ireland’s brand l Support decisions on long-term architecture framework to address the product and experience development challenges and opportunities previously outlined above (see Appendix 2a). This Under the umbrella of the destinations framework provides a basis for developing master brand, and led by consumer and communicating the experiences research findings, we have grouped the deemed most relevant to priority island of Ireland’s tourism assets around segments. It brings focus to all our experiences, rather than by geography, activities, helping to: holiday needs or holiday type. Figure 7 l Direct current communications below gives an overview of the brand architecture. l Guide the configuration of holiday itineraries in the medium term
Figure 7: The island of Ireland brand architecture framework
Brand promise: The island of Ireland is full of authentic immersive experiences Brand essence: Immersion Benefit: Joy Tone of voice: Lively, upbeat, informal, witty, not taking ourselves too seriously
Reasons to believe: • Our character: rich diversity of surprising, spontaneous and ‘only in Ireland’ experiences, which are authentic not staged, both historical and contemporary • Our characters: Ireland’s engaging people, freely giving insights into our culture, delivered in a fun, engaging, human, conversational way.
Experience pillars that deliver the brand promise
Living historical Awakening the Active in nature Vibe of the city Connecting with stories senses the people
Discover authentic Connect with nature Stimulating, natural, stories in towns, through revitalising Engage in distinctive Get under the skin of multi-sensory villages and the activities and and stimulating day the place through experiences are spectacular scenery experiences in and night-time authentic, engaging created by dramatic that bring Ireland’s spectacular experiences in vibrant experiences with the settings and unspoilt living history and landscapes and towns and cities locals landscape unique culture to life. scenery
30 Germany and France: A Strategy for Growth
Appendix 2c: Linking Relevant to: Culturally Curious in segmentation to brand Germany and Great Escapers in France architecture Awakening the senses Our research has identified the different Be amazed by stimulating, natural, multi- types of experiences that really motivate sensory experiences in dramatic settings the priority consumer segments in France and unspoilt landscape. These include: and Germany, and which the island of l Taking in the natural beauty and Ireland can present in a credible and isolation of Inishbofin Island engaging way. The experience themes l Enjoying the Food Crawl in Kilkenny and their relevance to the different l Exploring the Glens of Antrim segments are outlined below, with a Relevant to: Great Escapers in both range of typical examples given for each. France and Germany Living historical stories Vibe of the city Discover authentic stories in towns, (Tailored for the French and German villages and the spectacular scenery that markets) bring the island of Ireland’s living history See vibrant cities (Dublin, Belfast, Cork, and unique culture to life. These include: Galway) with surprising experiences, l Visiting World Heritage sites such as where city living thrives side by side with the Causeway Coast the natural outdoors. Relevant l Exploring the Glengowla Mines in experiences include: Connemara l Cycling through the beautiful l Visiting the ancient site of An Grianan landscape followed by enjoying of Aileach on the Wild Atlantic Way music in a Dublin pub l Enjoying traditional pubs l Enjoying the Belfast music scene l Taking a tour of the Bushmills following a river cruise in the Titanic Distillery quarter Relevant to: Culturally Curious in both Relevant to: Social Energisers in both France and Germany France and Germany
Active in nature Along with all these themes, the promise Connect with nature through revitalising of experiencing authenticity at every turn activities and experiences in spectacular is integral to success in the French and landscapes and scenery, including: German markets. In addition, it is worth l Enjoying beach and forest walks in remembering that both French and Ballycastle on the Causeway Coast German consumers in the primary l Roaming through Killarney National segments see the island of Ireland’s Park coastline as a compelling and distinct motivator. We should use it appropriately l Taking in the beauty of Skellig as a key brand asset. Michael
31 Appendices
Appendix 2d: Implications – industry partners if we are to maximise translating strategy and growth from both markets. insights into action Figures 8, 9, 10 and 11 set out the key The work on the German and French strategic imperatives and actions that markets has provided very clear strategic Tourism Ireland will implement in the direction and clarity around consumer next year and beyond. targets and these must inform the brand and all communications by agencies and
Figure 8: France – key strategies
Focus resources in France by targeting our best-prospect and priority segments, which are, in order of importance: l Culturally Curious l Great Escapers l Social Energisers
Prioritise iconic experiences that resonate most strongly with priority segments. Focus brand communication on fewer, unique and compelling icons. We must mention the UNESCO stamp of approval whenever possible.
Bring the Wild Atlantic Way to life through brand-led and more tactical activities. Use it to: l Get French visitors to the island of Ireland to stay longer l Encourage them to visit different parts of the island along with must-see Connemara l Encourage them to visit again or repeatedly by recommending they do the entire coastline in stages and continue onto the Causeway Coast
Showcase Northern Ireland as a must-see destination with unique attributes within the overall island of Ireland experience.
Focus on Titanic Belfast, the Causeway Coastal route and unique historical heritage as drivers of growth for Northern Ireland.
Use key account management (KAM) to: l Identify partners with the greatest potential to convert interest into bookings l Work with industry on the ground to create segment-focused itineraries and expand programming along the Wild Atlantic Way (WAW)
Use KAM to identify partners that can extend programmes to include more overnights in Northern Ireland and include experiences relevant to target segments.
32 Germany and France: A Strategy for Growth
Figure 9: France – key actions
Actions Culturally Curious Great Escapers Social Energisers Use global brand Living historical stories Awakening the senses Vibe of the city architecture to: with a backdrop of stunning scenery n Underline the distinctive authenticity of our destination n Prioritise the pillars most relevant to our priority segments
Define the most TV TV Web appropriate media Web mix for brand Web Social media advertising (offline and blogs and online) for each of the target segments, building on our experience in Great Britain and the United States
Use segment- WAW WAW Dublin Plus (with sea appropriate themes Causeway Coastal Causeway Coastal and mountains) and experiences for Route Route publicity and media n New/cool Dublin visits – target print, n DubLine n Soft adventure n Pub atmosphere online and TV n East Coast heritage (walking and n Traditional and publications with trails cycling trails) contemporary music strong appeal for each n Derry/ L’derry n Cottage rental n Belfast city breaks key segment n Food experiences n Family friendly sites n Unique experiences n Pub and trad music n Castles and n Castles and gardens gardens n Colourful towns n Colourful towns and villages and villages n Celtic heritage n Titanic n Authentic n Celtic heritage experiences n B&B experience n B&B experience
Co-op campaigns Spring Spring Autumn and winter to with major access drive business during partners, online travel shoulder season agencies (OTAs) and tour operators
33 Appendices
Figure 10: Germany – key strategies
Focus resources in Germany by targeting our best-prospect and priority segments, which are, in order of importance: l Culturally Curious l Great Escapers l Social Energisers
Filter all campaigns and communications through the lens of our key segments and motivating experiences that most resonate with them.
Living historical stories and Active in nature will underpin all brand messaging and provide motivations to travel. Awaken the senses will deliver the tone of voice and atmosphere.
Make the most of offline and online assets to make the island of Ireland a distinctive, compelling and authentic destination for our segments.
Strengthen knowledge of key iconic sites that resonate most strongly with priority segments to deliver competitive standout. We must mention the UNESCO stamp of approval whenever possible. The Wild Atlantic Way and The Causeway Coastal Route will be the core anchors as they deliver best on key holiday motivations and experiences of the top segments.
Showcase Northern Ireland as a must-see and must-include destination, highlighting signature icons and experiences that appeal most to the motivations of our core segments (for example, the Causeway Coastal Route).
Use key account management (KAM) tools to identify key partners in the market. Support the creation of segment-focused itineraries and marketing. Liaise with industry on the ground to provide appropriate programmes.
Use KAM to identify partners who can extend programmes to include greater overnights in Northern Ireland and include experiences relevant to new segmentation approach.
34 Germany and France: A Strategy for Growth
Figure 11: Germany – key actions
Actions Culturally Curious Great Escapers Social Energisers
Use key market Use segmentation Use segmentation n Active in nature experience themes below to deliver tone below to deliver tone n Way of life on the to underpin all of voice: of voice: island/connecting brand messaging n Living historical n Living historical with the people/ and motivate travel stories stories meet the locals to the island n Active in nature n Active in nature n Awakening the n Awakening the senses senses
Showcase unique Raw nature: Raw nature: Raw nature: and motivating Pure, authentic and Pure, authentic and Pure, authentic and experiences wild landscape wild landscape wild landscape throughout all (for example, WAW, (for example, WAW, (for example, WAW, communications Causeway Coastal Causeway Coastal Causeway Coastal Route) Route) Route) Publicity/media visits and content Towns and village marketing will also life: Discovering focus on these picturesque, cosy but lively towns and villages with flair (for example, Derry˜Londonderry, Kilkenny, Limerick City of Culture)
History and culture: History and culture: Unique to the island Unique to the island of of Ireland (for Ireland (for example, example, Dublin, Dublin, Belfast, castles, Belfast, castles, monasteries, forts) monasteries, forts)
The ‘craic’: Typically The ‘craic’: Typically The ‘craic’: Typically lively atmosphere, lively atmosphere, lively atmosphere, culture and culture and conviviality culture and conviviality conviviality (for example, food (for example, food markets) markets and local pubs) Adventure in nature: For example, canoeing or kayaking, Marble Arch caves
35 Appendices
Figure 11: Germany – key actions (continued)
Actions Culturally Curious Great Escapers Social Energisers
Select the most Spring Spring Spring/Autumn valuable media mix for advertising Awareness driver: Awareness driver: Awareness driver: (offline and online), TV advertising and TV advertising and TV advertising (spill- for each of the online online over effect from TV target segments aimed at Culturally Curious and Great Escapers)
Engagement driver: Engagement driver: Engagement driver: Online Online Social media Online
Planning and Planning and Planning and booking: booking: booking: Online and co- Online and co- Online and co- operative advertising operative advertising operative advertising
Newspapers, Newspapers, magazines and radio: magaziness and radio: relevant for co- relevant for co- operative operative advertising/PR advertising/PR
Search engine marketing and content dissemination year round
Co-operative Spring Spring Spring/Autumn campaigns with Summer travel Summer travel OTA focus – city major access breaks partners, OTAs and Autumn Autumn tour operators, Off-season short Off-season short targeting key breaks and stimulus breaks and stimulus for segments with for next year’s travel next year’s travel specific messaging
36 Germany and France: A Strategy for Growth
Appendix 3: The experience below. The strategy also pays specific development strategy attention to different nuances that have been identified in the French and This strategy needs to: German markets. l Deliver strong motivation-based Key actions to build experiences experiences Short- and longer-term development l Ensure solid on-the-ground training priorities across the Wild Atlantic Way so suppliers are in tune with (WAW), Dublin, and South and East consumers’ needs and desires Heritage programmes will be identified. l Make sure destinations excel at one These priorities will be aligned with the or two things – the ‘hero’ experiences key consumer segments in France and needed to make them stand out as Germany. They will focus on: ‘must see, must do’ destinations l Natural heritage – unique, rugged, l Make it easy for holidaymakers to unspoilt landscapes unlocked for access, interpret and engage with consumers, with greater emphasis ‘hero’ experiences given to positioning Ireland as an l Drive collaboration with and across island with a dramatic coastline key stakeholder groups l Built heritage – with emphasis on l Continue to innovate in how World Heritage sites and ancient consumer experiences are delivered monuments, such as megalithic and presented tombs and forts l Ensure all product suppliers buy into l Traditional culture and folklore – the delivery of excellent motivation- language, music, dance, song, myths based experiences in a professional and legends and friendly way l Living culture – arts, festivals, crafts, l Pay attention to the nuances that food, and daily life in town and exist between markets in terms of villages delivery (language, knowledge, relevance and so on) Key short-term (2014) initiatives Fáilte Ireland will activate the initiatives 3a: Specific actions in listed below on the WAW, Dublin, and product and experience South and East Heritage programmes: development (To be taken l Investment projects by Fáilte Ireland) n WAW route signposting n WAW ‘Top 15’ discovery point We have identified a number of key development actions to fully define the experience n DubLine route development agenda. The global segmentation model informs the n Kilkenny Medieval Mile experience development strategy set out n Cork city and harbour works.
37 Appendices
l Interpretation projects – a wide l Community mobilisation – a series variety of projects will be triggered of community engagement and across all three programmes (while activation programmes will be protecting the sense of authentic delivered to create a sense of experiences) place/pride in place that underpins n Create the ‘organising concept’ for the quality of the welcome in key South and East Heritage tourism hotspots
n Interpret and animate key Other key actions heritage stories in the l Carrying out concept pre-testing of programmes additional and enhanced experiences l Rollout of relevant Great Escaper that will be market-ready in 2014 (and experiences on the WAW – for repeating again later in 2014 for example the 17km scenic walk along experiences to be launched in 2015), and up towards the Cliffs of Moher paying attention to both the German l Service enhancement – a bespoke and French markets service-enhancement programme in l Giving further consideration to the key tourism hotspots will be delivered supply-side challenge, while: to ensure the service needs of n Drawing on appropriate national German and French visitors are and international benchmarks understood and fulfilled
Kilary Harbour, Connemara, Co. Galway
38 Germany and France: A Strategy for Growth
n Seeking to identify prevailing international good practice in this area n Undertaking relevant analysis and insight gathering to enhance the segmentation findings emerging from the review l Identifying and benchmarking best- practice experience delivery around the world, determining what and where are the most relevant ‘best- practice’ providers that the island of Ireland can learn from l Undertaking a competitive benchmarking exercise assessing the island of Ireland’s competitors in the German and French markets to provide guidance on how we can be better or stand out more – we will experience leading competitor offers, Connemara National Park, Connemara, Co. Galway such as Norway’s fjords, to gather learning and insight that can guide and improve the island of Ireland’s n Creating domestic experience natural environment experience activation and sales activation l Developing an ‘experience trade groups development framework’ to ensure n Developing targeted channel cohesive action from “Ireland Inc” – management strategies for key we need the right experiences, programmes and their constituent delivered in the right way and sold in a experiences way that makes them easily accessible n Delivering an international selling l Developing a ‘new experiences capability building programme to pipeline’ to ensure a flow of ‘new domestic trade news’ for French and German buyers n Providing domestic trade with and consumers every year ‘best fit’ sales platforms and l Developing a ‘commercialisation opportunities framework’ for authentic experiences n Developing and implementing a that makes it easy for domestic trade process to evaluate and to trade internationally and ensure continuously improve experience “Ireland Inc” is ‘easy to do business development with’ from an overseas buyer’s perspective. This will involve:
39 Appendices
Appendix 3b: Specific channels and are the focus of actions in product and media and trade familiarisation experience development visits, and trade representation in market To be taken by Northern Ireland Tourist Board l Deliver excellent customer service (NITB) based on a thorough understanding of French and German visitor needs and aspirations, including language The strategic review for Germany and and food France has reaffirmed that Northern Ireland has the assets to attract visitors Other key actions from these markets. Target segments’ As a priority, NITB will: motivations are closely aligned with product and experience development l Identify the key demand generators plans for Northern Ireland and the for the Culturally Curious and Great Coast and Lakes and the unique Escapers segments, as an outdoors experience pillars. immediate priority l Focus on developing experiences The key proposition is Northern along the coastal routes that appeal Ireland’s coast and natural and built to these segments heritage. The focus of NITB’s product l Use the Giant’s Causeway (Northern and experience development will be Ireland’s only UNESCO World to make our coast and landscape Heritage site and a world-class accessible in a way that resonates visitor attraction) as the hook for with the needs and motivations of our the area, encouraging visitors to French and German visitors. explore the rest of the Causeway Coastal Route and potentially link Key actions to build experiences up with the Mourne Coastal Route. To drive exceptional experience l Support the appeal of the Coast by development in Northern Ireland, building opportunities to NITB will: experience local culture and explore l Disseminate findings the area further l Working with industry to identify l Promote the revival of the Victorian and develop the key demand Gobbins Path on the Causeway generators for these markets and Coastal Route – it was once one of provide a structure for them to the most popular attractions on the develop appropriate experiences. island of Ireland and offers visitors (This will be facilitated through our the thrill of walking a cliff path pillar engagement programme) l Develop a plan and deliver an l Ensure these experiences are industry engagement programme represented in all communications that enables industry to meet the
40 Germany and France: A Strategy for Growth
Belfast City of Music Festival, Co. Antrim
needs of the target segments (helping or linked to an historical event or NI increase its market share) myths and legends. l Support activity operators, who are l Realise the potential of already creatively diversifying their Derry~Londonderry to be both an product to deliver experiences that effective gateway for visitors from appeal to both the Culturally Curious France and Germany, given its long and Great Escapers, such as dive rich history and vibrant cultural school operators using their high scene, and a natural link between the speed boat to offer sea safaris, Causeway Coastal Route and Wild themed canoe trails with an Atlantic Way. informative guide and night bike rides l Make the pub experience accessible, through forest parks. especially for non-English speaking l Market walks as an opportunity to visitors experience unique views and wildlife
41 Appendices
Appendix 4: Fostering activity, attractions and events industry and trade sectors. FI will brief attendees on engagement the segmentation and trade research findings. Then, FI will facilitate creative workshops to Fáilte Ireland (FI): Sharing insights tease out our research findings 1. Germany and France toolkits and use them constructively, (online/offline): These will be either in designing potential new developed and circulated. They will visitor experiences or improving summarise detailed research in user- existing ones so they become friendly language, drawing out the more accessible to French and key insights and their implications. German visitors.
2. Germany and France ‘Market- b) One2One briefings: FI will readiness assessment’ tool: FI will individually brief major key put in place this self-assessment tool account and strategic partners to help domestic firms assess if they such as Incoming Tour Operators are ready to sell into the German and Association (ITOA) members and French markets (either directly or OTAs, and work to shape an through channel intermediaries). itinerary development agenda for 2014 to 2016. 3. Webinar (recorded interviews): FI will record interviews that Using insights summarise key findings of available research. These will feature tour 1. Key account management: FI will operators, online travel agencies identify, manage and agree (OTAs) and digital experts to explain development plans with businesses and emphasise key considerations that are core to developing or selling and insights for the industry on the authentic experiences that are likely island of Ireland. to really motivate both German and French consumers. 4. Web internationalisation awareness workshop: FI will highlight how the 2. Experience development capability island of Ireland needs to excel online building: FI will design and deliver an if we are to appeal to German and experience development capability- French consumers and be helpful to building programme to foster a channel intermediaries selling on our culture and competence in behalf. consumer-led innovation among tourism businesses. 5. Industry/stakeholder briefings: a) Workshops: FI will hold regional 3. Experience development clusters: FI workshops with providers from will mobilise cross-sector clusters of the accommodation, food, domestic industry practitioners to
42 Germany and France: A Strategy for Growth
create new visitor experiences. These communicate itineraries and offers. We can be market-tested and will also take the key actions listed subsequently commercialised if they below. are found to appeal to German and 1. TI will ensure that overseas trade has French consumers and key channel a deep understanding of the island of intermediaries. Ireland’s segmentation strategy and that it is motivated to use the strategy 4. Sales development ambassadors: FI in marketing programmes and sales will identify a range of businesses efforts. TI will support this effort by that have the commercial acumen, putting in place toolkits (imagery, sales skills and market knowledge to content and so on) that will enable effectively sell key experiences into trade partners to do this and by Germany and France. FI will also give implementing joint marketing plans. appropriate support to these businesses. 2. Working with ITOA members, TI will seek to ensure a cohesive approach 5. Sales capability-building on product availability. Focussing on programme: FI will design and the segmentation strategy, TI will deliver a broad overseas selling work with overseas trade partners to competencies programme to build itineraries aligned with those facilitate sustainable sales growth in being developed by their the 2014-2016 period. counterparts on the island of Ireland.
Northern Ireland Tourist Board 3. As new experiences come on stream, TI will make sure trade partners are Building on recent successes in terms of aware of these new developments by industry engagement in respect of the GB building them into familiarisation market, NITB is committed to developing trips and so on. and delivering an industry engagement programme which will support the 4. TI will engage with OTAs to see how Northern Ireland industry to better programmes can be promoted understand and meet the specific through their channel. When OTAs requirements, needs and opportunities of are already programming the island the key segments in France and Germany. of Ireland as a destination, TI will This will assist in our objective to deliver encourage them to expand their an increased market share for NI. product offering and promote it more widely (potentially through joint Tourism Ireland: promotions). Engaging overseas trade Tourism Ireland (TI) has identified a TI will develop a way for trade to offer range of key actions to support and views on current experiences and those influence trade partners in France and under development (to ensure concepts Germany. We will work to influence how will appeal to German and French trade partners develop and consumers).
43 Appendices
Appendix 5: Improving sea routes that deliver the greatest distribution and access promotable visitor revenue from Germany and France. Distribution l To proactively engage with airports Tourism Ireland has identified the and investors to make the case for following actions as key to improving new, strategically important routes, distribution: which would increase promotable l Aligning distribution and revenue and deliver direct access to segmentation strategy – we will the island. Focus will be on: prioritise promotional opportunities n Increased seasonal capacity on for those tourism industry partners in existing routes: Frankfurt, Munich, France and Germany whose offerings Cologne, Paris, Toulouse, Lyon best match the needs of priority n New routes, including segments Dusseldorf–Belfast, North Rhine- l Providing new promotional platforms Westphalia/Lyon–Shannon/Ireland for island of Ireland tourism partners West Airport Knock (IWAK)/Belfast, to facilitate access to key segments some of which may be seasonal so they can more effectively close the l To pursue increased visitor revenue in sale the shoulder and off season by l Ensuring Ireland.com information and aligning marketing activities with offers are focussed on the target carrier promotional programmes and consumer segments by using co-operative campaigns to l Together with Fáilte Ireland and the extend the season Northern Ireland Tourist Board, seeking to enhance the digital capability of the industry and trade l Working with market operators and their DMCs to increase Northern Ireland programming and promoting these programmes through co- operative campaigns
Access To continue to maintain and develop access to the island of Ireland, Tourism Ireland has identified and agreed the following priority actions: l To continue to concentrate cooperative marketing resources on those strategically important air and Giant’s Causeway, Co. Antrim
44 Acknowledgements
We wish to acknowledge the contributions of the following organisations to the Steering Group for these assessments:
Aer Lingus Fáilte Ireland Incoming Tour Operators Association (ITOA) Irish Tourist Industry Confederation (ITIC) Marketing Partnership Group (MPG) France Marketing Partnership Group (MPG) Germany Members of the Northern Ireland tourism Industry Northern Ireland Tourist Board Titanic Belfast Tourism Ireland
Many members of the tourism industry on the island of Ireland and our trade partners in France and Germany gave generously of their time and expertise throughout the course of the reappraisal. These included: Aer Lingus, Ryanair, Irish Ferries, Brittany Ferries, Guinness Storehouse, IHF, NIHF, B+B Ireland, our Marketing Partnership Groups (MPGs) in France and Germany amongst others.
Tourism Ireland France, 33 rue de Miromesnil, 75008 Paris, France T: +33 1 53 43 12 35 F: +33 1 47 42 01 64 E: [email protected]
Tourism Ireland Germany, Gutleutstrasse 32, 60329 Frankfurt am Main, T: +49 69-92 31 85 0 F: +49 69 92318588 El: [email protected]
Tourism Ireland – Europe Head of Europe: Finola O’Mahony Nations House, 103 Wigmore Street, London, W1U 1QS T: +44207 5183352 F:+44 207 493 9065 [email protected] Tourism Ireland 5th Floor, Bishop’s Square Redmond’s Hill, Dublin 2, Ireland T: +353 1 476 3400 F: +353 1 476 3666 E: [email protected]
Tourism Ireland Beresford House, 2 Beresford Road, Coleraine, Northern Ireland, BT52 1GE T: +44 2870 359200 F: +44 2870 326932 E: [email protected]
Fáilte Ireland 88-95 Amiens Street, Dublin 1 T: +353 1 884 7700 F: +353 1 855 6821 E: [email protected]
Northern Ireland Tourist Board St Annes Court, 59 North St, Belfast, County Antrim BT1 1NB, United Kingdom T: +44 28 9023 1221 F: +44 (0) 28 9024 0960 E: [email protected]