Gesamtbericht
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ETC Study on Latin American Outbound Travel Report on the Argentinean Market conducted on behalf of the European Travel Commission Munich, July 2000 IPK International Gottfried-Keller-Strasse 20 D-81245 Munich tel: +49-89-8292370 fax: +49-89-82923726 e-mail: [email protected] http://www.ipkinternational.com Table of Contents INTRODUCTION................................................................................1 EXECUTIVE SUMMARY....................................................................3 I. MARKET OVERVIEW 1. The Country .............................................................................12 1.1 Basic information .....................................................................12 1.2 Population................................................................................14 1.3 Economic situation...................................................................16 1.4 Summary of the main economic trends....................................21 2. Internet: A New Technology in Tourism Activity.......................22 3. The Argentinean Outbound Travel...........................................28 3.1 Argentinean outbound tourism by flights..................................28 3.2 Argentinean travel volume to ETC-member countries .............31 3.3 Number of trips and profile of Argentinean tourists that travel to the United States........................................................33 4. The Argentinean travel trade market........................................35 4.1 Airlines operating European destinations.................................35 4.2 Travel agencies........................................................................37 4.3 Tour operators .........................................................................39 II. RESULTS OF THE SURVEY ON THE ARGENTINEAN TRAVEL TRADE Preliminary remarks .........................................................................41 Methodology.....................................................................................42 1. Description of clients who currently book trips to Europe.........48 2. Market development of trips to Europe ....................................55 2.1 Market development within the last three years.......................55 2.2 Changes with regard to target groups within the last three years ..................................................................59 2.3 Changes with regard to travel characteristics within the last three years ..................................................................61 2.4 Market development within the next three years......................63 2.5 Changes with regard to target groups within the next three years .......................................................................68 2.6 Changes with regard to travel characteristics within the next three years .......................................................70 3. Type of trips to Europe.............................................................72 3.1 Purpose of trips to Europe .......................................................72 3.2 Present types of vacation trips to Europe ................................74 3.3 Types of vacation trips to Europe with best market prospects .....................................................................78 4. Travel characteristics of trips to Europe...................................81 4.1 Travel season ..........................................................................81 4.2 Length of trips ..........................................................................82 4.3 Travel party..............................................................................84 4.4 Types of accommodation.........................................................85 4.5 Preferred means of transportation within Europe.....................86 4.6 Booking method for trips to Europe..........................................88 4.7 Time of booking .......................................................................89 5. Price aspects of trips to Europe ...............................................90 5.1 Price ranges which have good market prospects.....................90 5.2 Current Price levels for packages and flights to Europe ..........92 6. Satisfaction with trips to Europe...............................................93 6.1 General level of satisfaction with trips to Europe .....................93 6.2 Aspects that travelers found of the most/least satisfaction during their trips to Europe.......................................................94 6.3 Level of requirements of Argentinean tourists traveling to Europe...................................................................98 7. Image and attractiveness of European countries...................100 7.1 Image of European countries.................................................100 7.2 Tourist attractiveness of European destinations ....................103 7.3 Main tour attractions in Europe ..............................................106 7.4 European destinations with the best market prospects..........108 7.5 Most sold destinations in Europe ...........................................111 8. Difficulties encountered in selling Europe ..............................118 9. Route analysis .......................................................................121 9.1 Main outbound airports to Europe..........................................121 9.2 Main inbound airports in Europe ............................................122 9.3 Favorite connections in Europe..............................................123 10. European national tourist boards ...........................................125 10.1 Awareness of European national tourist boards.....................125 10.2 Expectations towards European national tourist boards ........127 10.3 Activities which could be carried out together with the travel trade.......................................................................128 10.4 Concrete support from European national tourist boards.......129 11. Media to promote Europe in Argentina.................................130 11.1 Relevant measures to promote Europe in Argentina............130 11.2 Possible changes in used information sources ....................132 12. Cooperation with service-rendering companies in Europe ...133 11.1 Most booked hotel chains.....................................................133 11.2 Most used airlines ................................................................135 11.3 Most used tour operators .....................................................136 III. INFORMATION ON EUROPE PRESENTED IN THE CATALOGUES AND IN THE ARGENTINEAN MEDIA 1. Analysis of the cataloges of tour operators ............................138 1.1 Countries, cities and regions offered......................................140 1.2 Themes of packages offered .................................................145 1.3 Types of packages offered.....................................................146 2. The Argentinean media..........................................................147 2.1 General remarks ....................................................................147 2.2 Newspapers...........................................................................149 2.3 Travel magazines...................................................................150 2.4 Trade publications..................................................................151 2.5 Analysis of advertisements and articles published in the relevant newspapers and travel magazines.....................152 Appendix: Questionnaire INTRODUCTION In January 2000 the European Travel Commission (ETC) commis- sioned IPK International and its partner in Brazil, Ruschmann Con- sultants, to conduct a study of the Brazilian and Argentinean out- bound travel market. The objective of this study is to provide the National Tourist Offices united in the ETC with basic information based on reliable data for their future marketing work in Brazil and Argentina. The study of the Latin American tourist outbound market for the countries participating in the European Travel Commission (ETC), with an emphasis on the data related to the flows from Brazil and Ar- gentina, aims to: q Determine quantitative and qualitative data about the outbound tourism of these countries for the purpose of providing ETC and its members with more detailed information about these markets; q Provide subsidies for future marketing actions in these markets by ETC members’ National Tourism Organizations (NTOs). In order to accomplish the objectives proposed, the study applies qualified data collection and analysis methods in Brazil and Argentina gathering information related to the: q Number of tourists that travel: to countries in Europe (ETC members), and to the USA 1 q Characteristics of tourists who have traveled to Europe: Bio - social - economic profile Travel characteristics of those tourists Satisfaction levels of those tourists with their trips q Data from tour operators, travel agents and airlines about tourists and the kinds of trips currently taken (status quo), and their future potential: Most relevant aspects of clients and tour flow trends Difficulties encountered in organizing European trips. To fulfill all of the ETC's information needs, the study was conducted according the following work steps: Desk research on available data concerning outbound travel from Brazil and Argentina to Europe and North America Field Research in the form of expert interviews with representatives of the travel industry (tour